Responsible consumption
We have seen this in recent years, in particular with the Green Friday movement, which has been opposed to Black Friday since 2017: the search for reasoned consumption, aware of ecological and social issues, is gaining popularity among the French.
The current health and economic crisis is also characterized by a clear strengthening of this trend.
What logic follow the brands that campaign in this direction?
What arguments do they advance?
We talk about it with the example of Tediber, the leading French actor in online mattresses, who since its birth in 2015 has never done any promotions.
Strong and assertive ethics
Storefront detail of the Tediber store in Paris Tediber
As a brand, refusing sales and promotions is a strong stance that directly appeals to consumers.
Refusal of overconsumption
Any one-off offer to lower prices is a powerful incentive to purchase, the psychological springs of which have been known for decades.
It triggers in us a feeling of urgency, linked to the desire to seize the good deal, which tends to confuse our logical functioning of reasoned purchasing.
We never buy so many things that we will ultimately be useless as in sales periods ...
By refusing to participate in this process, the brand is also positioning itself in the refusal of overconsumption and impulse buying.
It highlights its commitment to a purchase based on an informed choice, the satisfaction of a real need and the desire to convince above all by the quality of its products and by a fair price.
Quality of products and services
Finally, what we do not invest in a promotional campaign can be redirected towards sustainable objectives, such as the quality of products and services.
Since its founding in 2015, Tediber has been committed to producing quality, essential, durable and sturdy bedding products.
They are offered with a 100-night trial and free return in case of dissatisfaction.
The brand is also endowed with an efficient and responsive customer service, as well as a particularly efficient delivery system.
Faithful to its eco-responsible values, Tediber refuses the tradition of sales and promotions to prefer to offer its products at the right price, the same for everyone, all year round.
Occasionally, it may offer a discovery offer, with one of its products offered for the purchase of another.
Respect for the product
In the refusal of sales, the dominant idea is that of leaving the product the capacity to convince by itself, thanks to its intrinsic qualities, and not by a price drop effect.
The brand invites its customers to choose the product itself rather than the promotion.
It thus values the decided and reasoned purchase over the impulse and incentivized purchase.
The speech is simple: the Tediber mattress is neither temporary, neither perishable nor out of fashion.
It doesn't follow any fads or trends, and there is no soon-to-be-obsolete stock to sell.
It is already sold at a fair and affordable price, which remains the same all year round.
A refusal to cut prices throughout the year
Tediber Tediber duvet tote bag
The choice to refuse promotions has value only in continuity.
And in addition to respect for the product, this continuity in the pricing policy is also a question of respect for the customer.
Respect for fairness between consumers
No promotion, it means offering the same price for everyone, all year round.
It's choosing to treat all your customers fairly, because everyone pays the same price for the same product.
If we engage in a reasoned purchase, which follows a real reflection around the qualities of the product and by paying the right price in a responsible approach, we do not want to see the same product sold off a few days more late.
Because we must be aware that promotions are not really a gift from brands to their customers.
In reality, it is the purchases made at the usual price, higher than the fair price, that finance the broken prices.
In other words, some buyers allow others to take advantage of promotions.
To reject this system is to favor equity between customers, as well as transparency in the pricing policy.
Tediber's participation in Green Friday
This legitimate and responsible position is a choice made by more and more ethical brands.
And faced with the advertising steamroller represented by sales and promotions, you have to know how to organize yourself to counter-attack.
This is what the example of Green Friday shows us, a militant response to Black Friday.
A commercial tradition straight from the United States, “Black Friday” is held on the last Friday of November.
During this day of exceptional promotions, brands are literally slashing prices on a very wide range of their products.
Symbol of consumerism and unbridled consumption, Black Friday is ultimately the promotion of a model of consumption that we now know to be unsustainable in social and environmental terms.
In response, a collective of companies known for their militant positions imagined Green Friday.
The objective is to make citizens aware of the choice of more responsible consumption and to remind people that the act of purchasing is not trivial.
It has direct and concrete consequences on our social and natural environment.
Tediber joined this movement.
This commitment was all the more logical as it is consistent with its positioning since its creation.
A choice that is part of a global eco-responsible approach
Tediber Tediber mattress
The sustainable product policy has been Tediber's from the start.
The refusal of sales and promotions as a refusal to encourage renewal is part of it, but it is not its only aspect.
A sustainable product policy
In essence, the bed is arguably one of the most useful purchases one can have in life.
A human being spends almost a third of his time there!
It is hardly so far from the gadget and more essential in everyday life.
Aware that he manufactures a product of first necessity, Tediber is also strongly committed to the fight against planned obsolescence.
Its bedding elements are all the fruit of conscientious research to offer the best value for money, with products whose lifespan is pushed to the maximum of technological possibilities - an approach that is part of a coherent policy articulated around 'a durable and timeless product.
Moreover, the brand offers only one version of its mattress, box spring or duvet: the most optimized with regard to its quality requirements, which corresponds to the vast majority of sleepers and at an affordable price.
Ecological products made locally
Tediber's commitment cannot be complete without products designed with respect for the environment.
Wood from sustainably managed Finnish and French forests, absence of chemicals dangerous to health, large proportion of natural materials ...
Tediber products are also produced as close as possible (France and Belgium in particular), from manufacturers who meet the brand's high standards.
Exterior view of the Tediber store in Paris Tediber
The Covid-19 crisis has highlighted the flaws in our economy that is too dependent on distant countries and increasingly disconnected from ecological issues.
In what we want to call the "world of tomorrow", local manufacturing and respect for the environment will be the spearheads of more responsible production.
