Why we have never taken part in Black Friday
Why your overarching business values should always come first.
Black Friday and Cyber Monday (BF/CM) has become a pivotal time for many eCommerce and retail brands. Over this past week it’s been hard to miss businesses competing and marketing their deals, sales, discount codes and special offers. On the flip side, many customers have come to expect this and more, waiting until the weekend to place their orders.
At Hoxton Macs we don’t participate in Black Friday or Cyber Monday. This means no flash sales, no limited time offers, but it doesn’t mean no ‘good deals’!
Instead we always strive to offer our most competitive prices on all devices. The prices are based on a number of factors, like the age, specification and configuration of a device. This way, if you’re buying from Hoxton Macs you can trust that the price will always be good and fair for everyone.
Trust underpins the business; in price, process and service. If you speak to Hoxton Macs customer support team their main aim is making sure customers understand the different specifications and choose a Mac that suits their requirements and budget. Often with Black Friday deals you are limited in choice to particular items with a time pressure added to make a decision. This isn’t how we operate as it doesn’t align with guiding customers to the best Mac for their needs or consistent and accurate pricing.
I think the lesson here is that there is never a one size fits all approach when it comes to business strategy, implementation, or marketing. You should certainly be keeping up to date with industry trends and best practice, but your business values and your customer proposition should come first. With Hoxton Macs, rather than fixating on prospect conversions we keep the focus on competitive pricing and balanced guidance. The result over the years has been an increase in customer lifetime value (CLV) and word of mouth marketing allowing us to acquire, convert, and retain better and happier customers.