That Black Friday is a success and has already established itself as one of the most relevant dates for retail (online or offline) is no news to anyone. My question here is: have you thought of this date as a springboard for sustainable growth in your sales?!
It’s a fact that BF is a moment of sales peaks, but more than that, it must also be seen as a strategic opportunity to win the trust of new consumers, solidify relationships with old customers, and turn them into true brand advocates.
I want to provoke reflections in you, marketplace manager, that if you still see Black Friday only as a giant clearance sale and an opportunity to burn old stock, you’re missing the chance to build long-term value.
On the other hand, those who see Black Friday as a showcase to demonstrate efficiency, innovation, and commitment to the consumer are planting the best seeds of loyalty and will inevitably reap results well beyond November sales.
Therefore, managers can bet on some sensitive and crucial points for the period, such as:
Customer experience – The customer is king, and therefore their journey with your brand is more than important. So don’t focus efforts only on price, but also on agile service, efficient logistics, and clarity in information as decisive factors for them to return to buy.
Data that generates intelligence – Algorithms are there and should be used! Therefore, every click, every purchase, and even the abandoned carts from Black Friday are valuable data. Make (ethical and transparent) use of this information to personalize campaigns and understand each customer’s preferences, aiming to increase post-BF retention.
Building relationships and credibility – Finally, remarketing actions, loyalty programs, and exclusive benefits for those who bought on Black Friday help prolong the connection started on the date, increasing the connection and credibility of your brand throughout the next year.
Finally, it’s clear that Black Friday is a great sales opportunity, but more than that, it should be applied as a strategy to delight and engage the customer!
