A few years back, we explored the potential for Black Friday to undermine a brand’s entire year of customer experience (CX) efforts. Fast forward to today, and this annual sales period has undeniably evolved. This year, we’ll see even more innovative approaches emerge, moving beyond the traditional sales frenzy and focusing on building customer loyalty.

Black Friday Reimagined: Examples of CX-First Strategies

Several brands are reimagining Black Friday, prioritising CX and long-term brand value. Here are a few examples:

• Patagonia: In 2021, Patagonia famously closed its stores and encouraged customers to “Buy Less” on Black Friday, donating their profits to environmental causes. This bold move resonated with their environmentally conscious customer base.
• REI: Known for their commitment to outdoor enthusiasts, REI opts out of Black Friday sales altogether. They encourage customers to spend time outdoors on that day, focusing on building brand loyalty through shared experiences.
• The Body Shop: This beauty brand has shifted their focus to “Giving Tuesday” following Black Friday. They offer special promotions and donate a portion of sales to worthy causes, aligning with their social responsibility initiatives.

Beyond the Buzz: Why CX Matters Most on Black Friday

These examples highlight a shift in perspective. Black Friday doesn’t have to be about manipulative tactics and short-term gains. The true winners are those who prioritise a positive CX.

Think about it from the customer’s perspective. When bombarded with misleading deals and pressured into hasty purchases, they’re more likely to experience buyer’s remorse. That initial excitement over a “bargain” quickly fades, replaced by a nagging feeling of being taken advantage of.

Worse yet, these negative experiences create lasting memories. Customers remember feeling rushed, undervalued, and potentially ripped off. In today’s hyper-connected world, these bad experiences travel fast, damaging your brand reputation and loyalty.

The True Winners

So, who actually wins on Black Friday? While some customers might snag a genuine deal, the real victors are those who prioritise a positive CX, regardless of the sales frenzy.

This translates to prioritising customer needs throughout the discount sales shopping journey. It means offering clear, transparent pricing and promotions. It means streamlining the purchase process, making it easy for customers to find what they need and complete a purchase without feeling pressured. Most importantly, it means prioritising customer service, ensuring that any issues are resolved promptly and professionally.

These are the CX leaders who understand that Black Friday isn’t just about short-term sales. It’s about building lasting relationships with customers. In the post-sale haze, when the dust settles and wallets feel lighter, customers will re-evaluate their brand loyalties. They’ll remember the companies that treated them with respect, offered genuine value, and made the shopping experience – even during the busiest sales period – as smooth and positive as possible.

The Call to Action for CX Leaders

As Black Friday planning ramps up, it’s time for CX leaders to take center stage. Advocate for clear communication, transparent pricing, and a focus on customer needs throughout the sales cycle. Ensure your teams are equipped to handle high volumes while maintaining exceptional service standards.

Remember, Black Friday can be a golden opportunity to showcase your commitment to a positive customer experience, one that resonates far beyond the fleeting sales frenzy. Let’s work together to make Black Friday 2024 a win-win for both businesses and customers.

Bonus Resource: The A-Z of the Modern Lexicon of CX