Move over, Black Friday! This week, Belgium launches its own national e-commerce event as Jack & Jones, Kiabi, La Redoute, Sarenza, Tape à l'Oeil and Veritas organise the first Belgian Friday.
Creating new consumer habits
Despite the name "Belgian Friday", the price reductions will carry on throughout the weekend. The campaign aims to create or reinforce "new consumer habits", the Benelux branch of La Redoute states. "A public that is not necessarily used to shopping online can at the same time benefit from significant sales, and also get acquainted to buying online", says La Redoute Belgium's CEO Brice Deléscluse. "As multichannel becomes the norm for consumption, this kind of initiative also wants to give a chance to customers who no longer see the sales period as the only time of the year to enjoy price reductions", he continues.
The idea isn't at all original: last year, France already organised its own "French Days" to promote local web shops.