Black Friday faux pas – forgetting the customer experience | IOL Business Report

JOHANNESBURG – When Black Friday goes right for a retailer, it can go sensationally right … and when it doesn’t, well the aftereffect can be rather unpleasant.

Nathalie Schooling, the chief executive of customer experience specialists at Nlighten, says the brands that achieve the most success on Black Friday, are not just focused on deals, profits and ‘quick-wins’ like so many businesses, but they go out of their way to consider the customer experience . “Black Friday is a chance for consumers to trial new brands, products and find new ways to shop.

“At a time when the competition is tough and the economy is sinking, what business can’t afford to seize the long-term growth opportunity that Black Friday can offer,” said Schooling.

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