By Alan Lipson, SAS Global Retail & CPG Industry Manager, SAS
Black Friday is a holiday tradition that arrives earlier, lasts longer and has become less important with each passing year. So why do so many retailers go to all that trouble?
To their own detriment, retailers have trained consumers over the years to expect deep discounts on Black Friday and the days surrounding it. Now that 2015 Black Friday/CyberMonday’s underwhelming results are in, maybe it’s time to rethink this tradition. But what can retailers do to change the tempo and retrain consumers to shop on other days and for value that might not involve a promotional code or a coupon?
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