Reclame AQUI has been monitoring Black Friday since its first edition in 2010. So we know very well what types of problems are most common and what brands should do to improve their relationship with their customers. Complaints can teach us a lot about how to avoid making the same mistakes and what types of innovation can be created for the biggest date in retail.
Black Friday means high demand
In 2021, the main reason for complaints on Black Friday was “Delayed Delivery”, accounting for 19.92% of all complaints. This generally demonstrates a lack of planning on the france business fax list part of companies, which do not measure the number of orders. Logistics problems can occur, of course, and this is a part of the operation that is very vulnerable to unforeseen events.
However, in an attempt to offer something different to their customers, many brands try to offer shorter deadlines, which are difficult to meet. Last year, for example, e-commerce sites adopted express deliveries, with the possibility of delivery in up to 24 hours. With the increase in demand, which is natural on Black Friday, many people did not receive the product within the expected time frame.
It is time for companies to understand that other values can be delivered to consumers that actually improve their shopping experience. In fact, many people today expect fast deliveries and have immediate expectations. However, the frustration of not receiving the purchase can shake trust in the brand.
Read also: Safe shopping on Black Friday: See how to prevent scams now!
Advertising is the soul of business
When Black Friday approaches, all companies start advertising their best promotions, whetting the consumer's appetite. They show their offers through TV ads, social media, email marketing and other channels. But what if the advertised price doesn't match the one advertised in the store or on the website?
On Black Friday 2021, “Misleading Advertising” accounted for 16.49% of consumer complaints on that date, the second main reason. This probably demonstrates a lack of coherence in the companies’ strategy and disorganization of the teams. Marketing announces a price, but it was not the one agreed upon by the sales team with the supplier. In the end, the value that reaches the customer is not the one advertised.
Another occurrence that generates this complaint from the consumer is when they find the promotion in the online store, but when they place the order, the amount that appears is different. This proves the need for the IT team to be fully involved in the actions of the date, to ensure that errors will not occur during the shopping experience.
It is no wonder that “Problems completing the purchase” accounted for 6.51% of the reasons for complaints in 2021. This is how the development team must be ready to fix any type of error that occurs in an e-commerce. Otherwise, the consumer may give up on the purchase and feel insecure about doing business with the brand.
Of course, glitches can always happen. However, that’s why it’s so important to start Black Friday now, training your teams, getting ready, and making sure that the weak points of your operation are covered.
Another opportunity to learn lessons for Black Friday
Past mistakes are not the only thing that can be learned from this Black Friday. This is also a unique opportunity for brands to gain knowledge and apply it to their strategies. From August 9th to 11th, the Retail Summit will take place, a completely free and online event that will bring together the biggest names in the market.
Reclame AQUI will also be participating, bringing everything we know about how to improve the customer experience and provide service focused on problem-solving. Those who participate will also be able to plan their Black Friday with the help of major retail leaders. It will be a chance to learn tips on inventory organization and cost containment, how to prepare a calendar and schedule for Black Friday, how to use data intelligence to boost sales, and much more!
