Can small stores survive Black Friday?

One of the principles of good Customer Relationship Management is to understand what your “best customer” is looking for. The big boxes are probably not filled with loyalists on Friday, but rather with cherry-pickers. Instead of worrying about how to cater to consumers who probably aren’t all that interested in what smaller specialty stores have to offer, focus on your best customer. Make sure you are communicating special offers or other Friday-only benefits in personalized ways — perhaps with an e-mail blast or direct mail piece to your contact list. Find a way to fight the battle on your own turf, with your own best tools.


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