With the arrival of November, companies intensify the preparations for Black Friday, a strategic moment to optimize sales and attract new customers. However, more than just promotions, some differentials are essential to conquer and retain the audience in the following months, making the most of the potential of this action.
Black Friday 2024 is expected to move around R$ 9.3 billion in Brazil, a growth of 9.1% compared to last year, according to Confi.Neotrust. Near its 14th edition in the country, the date has become strategic for retailers, with consumers waiting for the last Friday of November to take advantage of large discounts on products ranging from appliances to gifts. Inspired by the North American tradition, Black Friday arrived in Brazil in 2010 and established itself as one of the biggest selling events of the year, moving physical stores and e-commerce throughout the country.
According to Rafael Franco, CEO of Alphacode, a company responsible for developing applications for brands like Habibs, Madero, and TV Band, one of the most effective tools to stand out during the campaign is the use of a proprietary application, which allows brands to offer a personalized and highly responsive experience to consumers. “With features like real-time push notifications, customized service, loyalty programs, and optimized navigation, the proprietary app not only boosts sales but also reinforces the relationship with customers, preparing the ground for future actions,” he concludes.
The main advantage of a proprietary application is its ability to offer immediate interactivity, which can make a difference during a campaign like Black Friday, where purchasing decisions are made quickly. Push notifications allow brands to notify their customers about exclusive promotions and real-time stock changes, increasing the likelihood of conversion. Additionally, personalized service creates a smoother buying journey aligned with each user’s profile. Navigation is more optimized within the app environment, enhancing the shopping experience, leading to higher retention rates.
“The goal of this type of strategy is to turn the app into a direct and exclusive channel, going far beyond Black Friday itself,” points out. Beyond the initial audience acquisition and conversion, it can become the main interface between the brand and its consumers, whether for promotions or continuous support. “By using the app, brands can increase their sales during Black Friday, as well as build a relationship channel that retains customers for future campaigns,” concludes.
One strategic aspect of a proprietary application is the instant data analysis, providing important insights into consumer behavior. This allows brands to adjust their campaigns in real time, making them more effective and appealing throughout the year. The loyalty program feature is also a differentiator, as it encourages users to continue shopping even after Black Friday has ended.
