It is undeniable that Black Friday has gained a lot of fame in recent years in Brazil, especially when it comes to online shopping, but if you are a supermarket owner, is it worth investing in Black Friday in your physical stores? For Pedro Della’Nora, a businessman in the field for over 17 years, there should be no doubt that the answer is yes.
"Black Friday is a very important date for retail, and all supermarkets should pay close attention to it," says the supermarket owner, who shares information and knowledge about management and sales with entrepreneurs across Brazil through his YouTube channel. To help supermarket owners with this task, Della'Nora highlights four tips to turn Black Friday into a success.
1- It doesn’t matter the size of your supermarket.Black Friday is a time when retail is very busy, and it has already been widely adopted by consumers, who tend to hold off on purchases before the event to take advantage of promotions. Therefore, if a supermarket prepares well, conducts proper promotion, and positions itself as a store with attractive prices, it can take advantage of the date to significantly increase its sales, regardless of its size. Even small markets must participate.
2- Not everything needs to be on sale.For the store to be perceived as cheap and still remain profitable, it is essential to choose promotional products carefully. Therefore, prioritize what we call meteoric items, which are products that have a high perceived price by customers, such as coffee, milk, eggs, potatoes, onions, and tomatoes, as well as popular cuts in the butcher shop, like chicken thighs, drumsticks, and the best-selling beef cuts. Other examples are market-leading cleaning products, such as laundry detergent and dish soap.
3- Keep an eye on the margin.It is important to remember that Black Friday is a very important time to achieve sales peaks, not to achieve large profit margins. The store that continuously manages its margin can benefit more from Black Friday, as it can lower prices at that time without compromising the profitability of the month or the year. Otherwise, the increase in sales may not translate into a good financial result.
4- Invest in effective marketing.It is important to anticipate the communication, starting about two or three days in advance, to create anticipation and attract customers' attention, but without giving the competition too much time to react. Another essential point is to prepare a good leaflet with the items on promotion, especially the meteoric ones. Furthermore, social media, both in organic and paid traffic, are essential tools for promotion.
Della'Nora emphasizes that, to follow these tips, it is necessary to invest time in planning and the strategies that will be used. In the case of fresh produce, for example, the supermarket can seek to negotiate directly with producers to offer truly lower prices on Black Friday with the best cost-benefit for the business.
“A well-done Black Friday will have a huge positive effect on customers. The date is a great opportunity for supermarkets to establish their reputation as a cheap store. And, to do this, it is essential to position yourself with real promotions, with really attractive prices and also to invest in strategic advertising”, concludes Della’Nora.
For more tips and strategies aimed at the supermarket sector, visithttps://www.youtube.com/c/PedroDellaNoraandhttps://www.instagram.com/pedrodellanora/.
