The Black Friday Truth Commitment is an initiative created by the digital solutions company Proxy Media in 2014 to identify stores that commit to practicing real discounts on Black Friday, which takes place next Friday (29). In addition to promotions, storeowners must also ensure transparency in communication and legitimate compliance with the Consumer Protection Code. This year, retailers such as Americanas.com, Amazon and Submarino, among others, participate in the campaign.
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In 2018, the brands signed a term of commitment with the campaign organizers to register the guarantee of good practices on Black Friday. Now, stores must register individually on the initiative's website and consumers can vote on whether that company's offers are as expected or whether misleading brands identified as fraudulent can be punished.
Truth Black Friday Commitment Seal ensures that store offers real discounts Photo: Reproduo / Truth Black Friday
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True Black Friday takes into account four essential aspects to verify that a company offers real advantages: price, delivery, service and ease of purchase. Stores that commit to Black Friday for Real gain the right to display on their e-commerces a seal indicating a store that complies with the requirements.
To access the commitment stamp, stores must access the campaign website and fill out a form. After a reputation analysis made by the platform team, the shopkeeper can win or not the seal.
After joining the commitment, stores will be displayed on the Black Friday Real website, with a special page with their offers for the period. There, consumers will be able to search for promotional products and, if they select an item, they are directed to the company's official website to finalize their purchase. Through the page it is also possible to assess whether that brand is, in fact, fulfilling the requirements of the campaign.
Evaluation form for a store on the website of the Black Friday for Real campaign Photo: Reproduo / Rodrigo Fernandes
The evaluation form requires personal data, such as name and CPF, an opinion text and a positive or negative indication. In case the company receives a negative evaluation, the team will analyze the veracity of the complaint and send the store to take the necessary measures. If new negative reviews are received, the site will remove the page from the store in question and it will automatically lose the right to use the seal.
The campaign also encourages users to use devices that can be useful to ensure safety when shopping, such as researching prices, being on the lookout for fraud and the details of advertised products.
True Black Friday features two types of stores on the site: official stores (blackfridaydeverdade.com.br/compromisso/lojas) and participants (blackfridaydeverdade.com.br/lojas-participantes). The latter sign the commitment to make genuine discounts, while the official stores adhere to the label and still provide exclusive offers on the Black Friday website.
Companies from different segments participate in the action, such as home appliances, telephony, supermarkets, sporting goods, pet shops, pharmacies, bookstores and cosmetics brands. Among the major participating retailers are Americanas.com, Amazon and Submarino. Among the electronics stores are Canon, Shoptime and Mais Cheaper Store. Clothing stores like Colcci, Under Armor, Olympikus, Farm, Animale and Taco also participate.
Stores accredited with the Black Friday Truth commitment stamp Photo: Reproduo / Rodrigo Fernandes
The website organizes stores by type of merchandise, and it is also possible to use a search field to find specific products. An extension of Real Black Friday for Google Chrome also helps consumers compare prices and use discount coupons during the promotion period.
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