It's undeniable that Black Friday has gained a lot of popularity in recent years in Brazil, especially when it comes to online shopping. But if you're a supermarket owner, is it worth investing in Black Friday in your physical stores? For Pedro Della'Nora, a businessman in the industry for over 17 years, there's 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 business owners across Brazil through his YouTube channel. To help supermarket owners with this task, Della'Nora highlights four tips for making Black Friday a success.
1- It doesn't matter the size of your supermarket. Black Friday is a very busy time for retail, and it's already widely adopted by consumers, who often hold off on shopping before the event to take advantage of the promotions. Therefore, if a supermarket prepares well, promotes appropriately, 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 supermarkets should participate.
2- Not everything needs to be on sale. To ensure your store is perceived as affordable while still remaining profitable, it's crucial to choose your promotional products wisely. Therefore, prioritize what we call "snapshot" items, which are those products that customers perceive as having a high price, such as coffee, milk, eggs, potatoes, onions, and tomatoes, as well as popular cuts at the butcher's, such as thighs, drumsticks, and other top-selling beef cuts. Other examples include market-leading cleaning products like laundry detergent and dish soap.
3- Keep an eye on the margin. It's important to remember that Black Friday is a crucial time to achieve peak sales, not to achieve large profit margins. Stores that consistently monitor their margins can benefit more from Black Friday, as they can reduce prices at this time without compromising monthly or annual profitability. Otherwise, the increase in sales may not translate into a positive financial result.
4- Invest in effective marketing. It's important to plan your communication early, starting about two or three days in advance, to build anticipation and capture customers' attention, but without giving your competitors too much time to react. Another essential point is to prepare a good brochure with the items on sale, especially the hottest ones. Furthermore, social media, both organic and paid, are indispensable marketing tools.
Della'Nora emphasizes that following these tips requires investing time in planning and developing strategies. "In the case of produce, for example, supermarkets can negotiate directly with producers to offer truly lower prices on Black Friday, providing the best value for their business."
"A well-executed Black Friday will have a huge positive impact on customers. The date is a great opportunity for supermarkets to cement their reputation as a budget store. And to achieve this, it's essential to position themselves with genuine promotions, truly attractive prices, and also invest in strategic advertising," concludes Della'Nora.
For more tips and strategies for the supermarket sector, visit https://www.youtube.com/c/PedroDellaNora and https://www.instagram.com/pedrodellanora/.
