Black Week Mistake 2: You only use broad promotions and avoid tactical sales

It is easy and attractive to run only broad campaigns across all categories during Black Week. This is something both you and everyone else have probably always done. It must have worked, right?

Under Black Week there is a lot to think about, both what to do and what not to do. Last year, price expert Martin Granberg shared his blacklist of seven classic Black Week mistakes . This year, he goes even more thoroughly and takes a closer look at each of the classic mistakes. Here are three articles in the series. The others will be published in the coming days. You will eventually find all seven articles about Black Week errors here.

The idea with this series of articles is that you should have time to reflect and perhaps do things a little differently than before. What worked both well and poorly during last year's Black Week campaign?

Campaigns are not infrequently initiated by the supplier and the brand owner. Black Week is many times just like for you, their important sales period. During the period, the brands and suppliers compete against their competitors to have a relevant price, and therefore provide support for retailers to set a good promotional offer, often across entire categories. The brands will not disappear in the noise during Black Week.

Relatively broad campaigns make it easy for both suppliers and retailers. This has formed the basis for how it looks today in the retail trade and mainly within the electronics industry. A large part of the products sell predominantly during the campaign period precisely because it is only when these are relevant in price. Of course, there are companies that stand out, and certainly do it in a better way, but that's still how it looks in the main in the electronics industry.

By analyzing and working smarter both as a supplier and in retail, you can choose to work with the products that actually respond best to the campaign and provide marketing support for these.

In this way, all the ranges can become more efficient, while at the same time opening up the possibility to work with dynamic pricing for more and de facto the products that do better without a campaign. This will result in the intensity of the campaign not being as marked, while at the same time the company avoids destroying the price picture for its own brand.

#Tip 1: Research which products and brands respond best to campaigns, analyze to be able to pick articles you want to work with.

#Tip 2: Make sure you have both the technical prerequisites for excluding articles from campaigns, while also having a plan for how to communicate this to the customer.

#Tip 3: Talk to the supplier that you want to do differently, present data and arguments, and a way out of the campaign frenzy that prevails.