After 6 years, Black Friday matures to try to mitigate false promotions

São Paulo-after an intense work carried out by representatives of the Commerce sector for which there were no false promotions, Black Friday this year must be characterized by the multiplication in the number of participating retailers and customers.
According to the Brazilian Chamber of Commerce (camara-e.net), the program Legal, Black Friday designed to combat fraudulent offerings, has attracted a surprising number of supporters of online retail, between large, small medium-sized enterprise. The estimation of the camera, including to overcome this year the quantity of certificates of origin issued in the last edition of the event retailer.
"In 2013, after all the controversy, we have decided to create a measure that take good practice about the event for retailers. Now, in 2016, it seems that we can overcome. The number of companies into doing more and more and that brings confidence to the consumer, "explains the President of camara-e.net, Leonardo Pable.
In the year passing, according to him, 120 merchants obtained the seal of the entity with the guarantee that their promotions were true. This year, it is expected to exceed the mark of 2000 certificates.
For Pabla, retailers realized that announce a non-existent promotion doesn''t attract the consumer and even helps to defasar the company''s image, you can even run the risk of being sued or lose rights.
"If retailers chanceladas commit this kind of attitude, have its seal removed and the complaint sent to the competent bodies, such as consumer protection and the Procon," warns Palhares.
Black Friday this year will have a record number of participants. Are expected to more than 2000. Last year, 408 stores-out those that do not have announced their participation-admitted having carried out settlements on the date.
According to a study of the camara-e.net in partnership with Sebrae, 20% of these merchants saw their sales prospects be overcome on Black Friday last year. Other 53% claim that fulfilled the expected sales and 27% said the exits were not as expected. According to the survey, on average, the prices offered by discount stores is 30%.
In 2015, the date moved more than 1.5 billion R$, according to the consultancy project implementation specialist in E-commerce. This year, the prediction is overcoming this amount.
Small advance
The participation of small business in Black Friday increased almost 200 times in the comparison between the first and the last edition.
"It''s a breakthrough that we celebrate too. However, the merchant must make a series of revisions and planning for their expectations and goals are achieved on Black Friday, "says the consultant of Sebrae, Jairo Wolf.
Among the main measures to be taken, it highlights the negotiation with suppliers, inventory control, choice of prices and adequate disclosure. "Through social networks, in which depend on your target audience," he adds.
As an incentive, the camara-e.net announced the launch of a YouTube channel for entrepreneurs enjoy good practice tips submitted by experts in the industry. "The number of visitors to a website participant reaches triple in a day of Black Friday, compared to ordinary days. It is very important that the business is ready to serve the customer well, "reiterates Wolf.
Connection and logistical problems are also singled out as a providential and what should be avoided at the time.
For 79% of participants in 2015, the promotion day sales were higher, compared with ordinary days, according to the study of the camara-e.net. Among the big companies-with top billing over 3,600,000 annual R$-the index reaches 100%.