A merchant's guide to spending time in competitors to assess promotional strategies for Black Friday. Leverage consistent comp shop best practices to highlight disruptive signing, traffic driving discounts, and limited edition free standing product displays. Utilize all findings as foundational assortment planning for Black Friday next year.

1. How to Conduct Comp
Shop
for Black Friday
Joan Braatz
Vice President Merchandising

2. Why Shop
Competition?
To gain competitive insights on product, price,
presentation, promotion, and placement. This
presents opportunity to develop differiention
in product strategy.

3. Where to start?
Consistent visits to key competitors observing
best practices and merchandise strategies will
yield valuable insights. By making a special trip
on Black Friday key competitive insights will
be found.
3
Who are the key
competitors for
this category?
Where is the
competitor
located?
What are
competitor’s
strengths?
What are
competitor’s
weaknesses?
What is the
competitor’s
product
assortment?
What is their
pricing structure?
What is the
company’s
marketing
activities?
Who are the
company’s key
suppliers?
Is the company
expanding?
Cutting back?
What stands out?

4. Observe the Environment
4
Digital
“Find more” on-line
signage or QR codes for
product information;
BOPIS, curbside
Customer Service
Attentiveness and product
knowledge of sales
associates; ease of check
out
As a merchant, product will always be the focus of a visit. Take
the opportunity to view the store through customer lens.
Navigation
Way finders and
adjacencies of like
products for impulse &
cross shopping
Experience
Store environment, mood
music, interactive displays,
discovery &
exploratoration

5. Focus on Promotions
5
Assortment
Monitor frequency of
new launches and
replenishment of core.
Study clearance racks.
Promotions
Visit on peak and non-peak
selling days to assess what
promotions are utilized for
each time period.
In-stocks
Check sizing integrity.
Look for depth in sizes or
colors indicating best
sellers.
Repetitive trips to the same locations will give contrast of
change in product, placement, promotion, or pricing strategy.
With this foundation ask, “What’s changed for Black Friday?”
“What stands out?”

6. Shop
E-commerce + Digital
• Website landing page
• Feature banners
• Product highlights
• Left hand navigation
• On-line only promotions
• Shipping methods.
6

7. Record Observations
At Store Site
Greet and talk to sales associates
Observe shopper behavior (browse and buy)
Discreetly take notes at the store
Collect any catalogs or fliers available
Inconspicuously take photos
 Front of store and/or store windows
 Off shelf presentation
 In-aisle displays
 Disruptive signing
 Product innovation
 Promotional pricing
Back at the office
Review all store notes for commonalities
Study website for congruency to store
Join forces with peers on their discoveries
Reach out to suppliers to validate obersvations
Connect with store operators to gain perspective
Record key findings in document with date
• SWOT analysis
• Price and ease
Add a footer 7

8. Complete a SWOT Analysis
8
Strengths
Weakness
Opportunities
Threats

9. • Create clarity of focus with questions
• Observe environment and store traffic
• Be consistent with frequency and location
• Examine the 5 P’s important to every merchant
• Find inspiration in the aspirational
• Survey website for congruency
• Summarize and record key findings Summary
9
Competitive shopping reveals the
potential to develop differiention within
your company’s category strategy.

10. Thank You
10
Reach Me
Joan Braatz
Vice President Merchandising
Retail | B2C | B2B
braatzjoan@gmail.com
214-733-9677
https://www.linkedin.com/in/joanbraatz/
https://joanbraatz.com/