Black Friday, a date synonymous with great deals, will take place on November 26th. However, this period also requires consumers to be extra vigilant. With the promise of irresistible discounts, the temptation to buy impulsively can lead to hasty choices and, in some cases, unpleasant experiences with products or services that do not meet expectations. According to an analysis by Wake, in partnership with Opinion Box, the consumption expectation for Black Friday is high, with 66% of Brazilians planning to engage in shopping activities during the event.
Last year, Procon-SP released a list of 78 stores to avoid on the last Friday of November. The main complaints were related to companies that received consumer complaints, were notified, but did not respond or could not be located.
So how can you protect yourself from scams?
The answer is in the reputation of the brands. According to the Consumption Panorama Survey – Second Semester of 2024, 28% of consumers say they choose a store based on the security it conveys, 27% look for brands they trust, and 18% indicate that customer service is crucial for their purchasing decisions.
By choosing organizations with a solid reputation and a track record of good service, the consumer protects themselves from potential frauds and ensures a safer and more satisfying experience. Companies that value reputation typically focus not only on offering quality products and services but also on meeting delivery deadlines and resolving potential issues quickly and efficiently, as he/she/they comments.Beatriz Ambrosio, CEO and founder of Mention, the first Public Relations startup in Latin America.
During Black Friday, consumers look beyond just low prices. They want practical solutions, quality service, and the certainty that their expectations will be met. By choosing companies with a solid reputation and a history of good service, consumers protect themselves from potential frauds and ensure an efficient shopping experience.
In scenarios where distrust may be high, reputation becomes a valuable asset for companies and a reliable guide for consumers who wish to make purchases without setbacks. "By choosing reputable brands, it is possible to enjoy Black Friday deals with more peace of mind. For companies, this means ensuring customer satisfaction and certifying customer loyalty on the other 364 days of the year," he concludes.Ambrosio.
