{"id":902,"date":"2016-12-01T12:33:00","date_gmt":"2016-12-01T12:33:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/12\/01\/black-friday-el-exito-total\/"},"modified":"2025-12-02T09:42:16","modified_gmt":"2025-12-02T09:42:16","slug":"black-friday-el-exito-total","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/black-friday-el-exito-total\/","title":{"rendered":"Black Friday, l\u00e8xit total!"},"content":{"rendered":"
Des de fa anys em plantejava dins una estrat\u00e8gia de retail com podia ser possible que hi hagu\u00e9s rebaixes despr\u00e9s del per\u00edode nadalenc i que no hi hagu\u00e9s un per\u00edode d'ofertes concret un mes o mes i mig abans de Nadal.<\/o:p><\/span><\/div>\n

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M'estranyava que s'hagu\u00e9s importat un concepte com Halloween, per\u00f2 no un concepte com Black Friday encara no hagu\u00e9s calat en una societat com la nostra.<\/o:p><\/span><\/div>\n

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Et voil\u00e0, ara ja \u00e9s una realitat que cada any supera amb escreix l'anterior i on aquest 2016 ha estat la consolidaci\u00f3 definitiva.<\/o:p><\/span><\/div>\n

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Segons dades publicades, la web d'Amazon a Espanya ha venut m\u00e9s de 940.000 productes al Black Friday amb una venda de m\u00e9s de 10 articles per segon. Convertint-se el dia de m\u00e9s vendes de la hist\u00f2ria de la companyia a Espanya.<\/o:p><\/span><\/div>\n

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Efectes col\u00b7laterals en positiu \u00e9s el que El Corte Ingl\u00e9s ha venut un 30% m\u00e9s el primer dia de Black Friday en comparaci\u00f3 del 2015. Rebent m\u00e9s de 3 milions de visites a la seva web.<\/o:p><\/span><\/div>\n

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On rau l'\u00e8xit per al comer\u00e7?<\/b><\/o:p><\/span><\/div>\n

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A la dilataci\u00f3 temporal de les compres, si comptem des del 25 de novembre fins al 25 de gener es constaten dos mesos de compres cont\u00ednues, pre-Nadal (Black Friday i Cyber Monday), \u201ccore\u201d Nadal, des del 10 de desembre al 5 de gener i rebaixes post-Nadal (a partir del 7 de gener).<\/o:p><\/span><\/div>\n

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La intel\u00b7lig\u00e8ncia del cas \u00e9s tenir els consumidors dos mesos seguits pendents de compres, no nom\u00e9s per motius de regals nadalencs, sin\u00f3 ampliant l'escenari a aspectes de la llar i fins i tot automoci\u00f3.<\/o:p><\/span><\/div>\n

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Si considerem les situacions de compra com a \u201cmomentums\u201d podem expressar que hem passat de 2 \u201cmomentums\u201d a 3 i fins i tot 4 si sumem el Cyber Monday.<\/o:p><\/span><\/div>\n

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Quines implicacions t\u00e9?<\/b><\/o:p><\/span><\/div>\n

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L'ampliaci\u00f3 dels momentums trenca amb l'esquema de pressupost dels consumidors, ampliant-lo en un 20%-30% sobre el previst. Un consumidor que tingu\u00e9s previst gastar-se 100 euros en per\u00edode nadalenc, gr\u00e0cies al Black Friday i al Cyber Monday es gastar\u00e0 entre 120 i 130, des del Black Friday a Nadal queda un mes, 4 setmanes de comunicaci\u00f3 cont\u00ednua sobre compres, m\u00e9s descomptes previs i regals d'\u00faltima hora, molt temptador, no?<\/o:p><\/span><\/div>\n

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Alg\u00fa es resistir\u00e0 a no comprar res m\u00e9s durant 4 setmanes? \u00c9s l'\u00e8xit comercial; el moment, el temps ho marca tot. Si a sobre l'envoltem de facilitat de compra, de pagament, de lliurament i una experi\u00e8ncia extraordin\u00e0ria generem el cercle virtu\u00f3s perfecte.<\/o:p><\/span><\/div>\n

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I el 2017 a batre m\u00e9s r\u00e8cords i les nostres targetes de cr\u00e8dit m\u00e9s desgastades.<\/span><\/o:p>
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\n<\/span>
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\n<\/span>Jordi Crespo<\/span><\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"

Des de fa anys em plantejava dins una estrat\u00e8gia de retail com podia ser possible que hi hagu\u00e9s rebaixes despr\u00e9s del per\u00edode nadalenc i que no hi hagu\u00e9s un per\u00edode d'ofertes concret un mes o mes i mig abans de Nadal. M'estranyava que s'hagu\u00e9s importat un concepte com Halloween per\u00f2 no un concepte com Black [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nBlack Friday, el \u00e9xito total! -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday, el \u00e9xito total! -\" \/>\n<meta property=\"og:description\" content=\"Desde hace a\u00f1os me planteaba dentro una estrategia de \u201cretail\u201d como pod\u00eda ser posible que hubiera rebajas despu\u00e9s del periodo navide\u00f1o y que no hubiera un periodo de ofertas concreto un mes o mes y medio antes de Navidad. 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