The question is which experience is more likely to earn your long-term loyalties instead of just for Black Friday.

You've hit on something very important here. Creating a unique brand experience starts with your most valuable asset, your people. If you can't first treat them with respect and give them a reason and purpose to do their jobs beyond a paycheck, then how can you ever expect them to treat customers with respect?

The pajamas are a great idea, and knowing you, I'm sure it was right inline with the fun, friendly experience that was expected at Dog Dish.

I choose places to shop based on deals and ease of access. If someone had a fun (instead of dark, cold and crowded) atmosphere I would give it a try and maybe change my usual Black Friday loyalties.

Focus on your employees. Having owned a retail store (recently sold it so I am looking at the holiday's with a whole new perspective) I can assure you those employees really don't want to spend Thanksgiving or the day after with… anyone but their family.

At Dog Dish we tried to make it fun for those who were delivering our value. One effort which became tradition was to give all the employees pajamas suitable for the holidays and for wearing to work the Friday after Thanksgiving which we did. Breakfast was served and lunch catered. We wore our PJs and slippers and customers who bought pajamas that day did so at a large discount. The customers loved it and many talked about it for the next 12 months and wondered if we would do it again… we did because the employees also loved it.

An added value to the effort, the employees got something extra – a showing of respect and something which unified us as a team – we were all wearing pjs and all in this together.

Thanks for letting me share. Hope you have a very wonderful (dare I say “fresh”) Thanksgiving and thanks for all you give to your community.

This post was mentioned on Twitter by FreshPeel: So are there any retailers out there that are brave enough to break the mold this Black Friday? – http://freshpeel.com/2s8…