Black Friday programme on WDR television
Julian Felix Kopka was a guest on the TV show Lokalzeit Bergisches Land as a Black Friday expert on 24 November. The researcher gave his assessment of the influencing effect of discounts and also explained why bricks-and-mortar retailers in particular should not get involved in discount battles. According to him, strong experiences that trigger positive emotions in customers are crucial to the success of bricks-and-mortar retailers. Overall, he advises consumers to keep a close eye on and compare prices for the products they want, as the advertised 70% discount is often a trick.
