The success in Black Friday 2024 will depend on strategies that combine innovation and efficiency. However, companies’ success does not only depend on good promotions, like discounts of up to 80% in some categories.
In a market that moved R$ 5.2 billion in Brazilian e-commerce in 2023, Abcomm’s projections (Brazilian Association of E-Commerce) indicate that Brazil should surpass the R$ 200 billion mark in 2024. With an average ticket close to R$ 500 and over 90 million virtual consumers, technology consolidates as a decisive factor for companies’ success. ‘Offering incredible discounts or advantageous combos is pointless if the sales system and customer service do not collaborate,’ highlights Rodrigo Martucci, CEO of Digital Nation. He further adds, ‘Instability on websites, slowness, or crashes can turn Black Friday from an opportunity into a failure and even lead to a bad reputation for the brand.’
Digital Nation, a marketing agency reference in Brazil and a partner of some of the largest e-commerce companies in the country, implements technological solutions that ensure scalability, security, and efficient integration with payment systems. All of this is done to prevent failures that could compromise Black Friday results. In addition, the agency uses inbound marketing, automation, and segmentation, maximizing e-commerce revenue.
Martucci explains: “We understand that an unstable system, which crashes or takes too long to process transactions, turns Black Friday into a frustrating experience for both the retailer and the consumer.” That’s why Nação Digital faced these technical problems and specialized in preparing large companies, ensuring that not only promotions are attractive, but also that the technology behind them supports the high volume of traffic and transactions, allowing to make the most of the event.
This preparation goes beyond just ensuring that the site stays up and running. It includes optimizing the user experience, with platforms that are fast, secure, and capable of handling multiple simultaneous transactions.
Thus, the team emphasizes the importance of automation in areas such as inventory control and customer service, allowing processes to flow without overwhelming the team or leaving consumers waiting for responses or unavailable products.
“A memorable, secure, and transparent shopping experience not only attracts customers on Black Friday, but also turns them into loyal customers in the long run,” Martucci concludes. “With the right technological tools and strategies, companies can focus on what really matters: seizing the business opportunities that Black Friday offers.”
An example of technology focused on retail is KIGI, developed by Grupo IRRAH. According to Chrystian Teodoro Scanferla, Business Head of Grupo IRRAH, “KIGI is an ERP that helps in real-time control, organizing management strategically.” Widely used in the fashion sector, this tool allows retailers to identify products with higher turnover, adjust their purchasing strategies, and predict sales trends, optimizing their operation during high-demand periods. “KIGI was born to transform an ERP into an ecosystem for the fashion sector”, adds Miriã. Based in Cianorte, the national capital of clothing, Grupo IRRAH brings more than 20 years of experience and solutions used by organizations in 70 countries. The company stands out for being aligned with market needs, transforming executives’ pains into practical and efficient solutions.
In addition to KIGI, the group offers other technological tools that serve more than 35,000 users globally. Among them are GTP Maker, AI that allows the creation of virtual assistants via Artificial Intelligence for service and sales, and E-vendi, an e-commerce platform integrated with ERP, facilitating management and sales. There’s also Z-Api, an integration solution with WhatsApp for technology entrepreneurs and software companies to create automatic messages for engagements and notices with customers, and PlugChat, for WhatsApp service management.
Another solution is the Dispara.ai, a platform with automated processes that allow entrepreneurs to create automation flows, recover abandoned shopping carts. “Processes that turn WhatsApp interactions into golden opportunities!”, highlights Chrystian. “These solutions are essential to ensure that fashion sector retailers can make the most of Black Friday opportunities, optimizing their operations and improving the consumer experience”, completes.
Adopting creative strategies that make technology an ally of businesses is essential, but we must not forget that, besides a robust technological infrastructure, it is necessary to present innovative business ideas. With increasingly tight profit margins, companies need to be creative to ensure a healthy Black Friday. According to Martucci, “the focus should be on increasing the average ticket without compromising profit margins”.
For companies, he suggests some strategies to achieve this balance:
- Combo promotions: Offer bigger discounts on purchases of multiple items, encouraging an increase in the customer’s value.
- Progressive discounts: Give discounts that increase as the customer buys more or refers friends, helping to reduce Customer Acquisition Costs (CAC).
- Low turnover: Use products with low demand in promotions, helping to reduce inventory costs.
- Partnerships with influencers: Invest in collaborations with influencers in the revenue-share model, expanding reach without the high costs of traditional campaigns.
In addition, the head of IRRAH emphasizes the importance of preparing inventory and diversifying payment methods to cope with the increased demand during Black Friday, avoiding operational failures that could compromise sales.
Black Friday is also a period prone to fraud, requiring attention from both companies and consumers. Investing in security certificates and affiliating with effective initiatives builds customer confidence.
For consumers, who, according to a survey by OpinionBox, 79% agree that technology greatly helps in the purchasing process, Martucci offers important tips to avoid scams, ensuring a “Legal Black Friday”:
- Verify the CNPJ: Always confirm if the store’s CNPJ is available in the website footer.
- Read reviews: Research the company’s reputation before completing the purchase and check for complaints on consumer platforms.
- Be wary of suspicious offers: Prices well below the market can be a sign of fraud, so it’s important to be cautious.
