Black Friday in 2024, scheduled for November 29, is expected to see a 14% increase in order volume compared to 2023, according to a study released by the marketing platform Haus. This scenario requires retailers to plan their actions well in advance, seeking ways to prepare for the surge in demand and increase sales without compromising service quality.
Early preparation needs to go beyond attractive promotions. It is essential for companies to reassess and reinforce their teams, especially by hiring temporary professionals. The assistance of these personnel directly impacts the optimization of logistics, service, and customer support – which will also influence customer satisfaction and the likelihood of repeat purchases. These are extremely essential aspects to delight and retain customers during this period.
Fortunately, the market is slowly recognizing that the pursuit of temporary professionals is an advantageous solution, as it is a simple, cost-effective action with significant impact and returns. Data from the Brazilian Temporary Labor Association (Asserttem) support this scenario, stating that in 2023, Black Friday generated over 470,000 temporary jobs in Brazil. The expectation for 2024 is an increase in the number.
The main opportunities this year are for strategic services such as a shopper – a professional responsible for selecting and delivering products to e-commerce sites – as well as replenishers and executors, who organize shelves and product display standards in stores.
However, preparation for Black Friday should not be limited to reinforcing teams. It is also crucial that retail companies have a deep understanding of their products and services to offer a differentiated experience. A Google survey reveals that 65% of Brazilian consumers consider Black Friday offers repetitive, indicating the need for enhancements and innovations to stand out from the competition.
To optimize these aspects, the implementation of mystery shopping is an important alternative for retailers who want to fully understand the experience people have when acquiring a product or service, as well as identifying improvement points and adjusting commercial strategies more effectively. The practice, in which a trained professional is assigned to simulate interest in making a purchase from the company, brings this perspective to the brands, as the professional goes through the entire customer journey as if they were a real consumer.
The truth is that every detail makes a difference for companies to have a successful Black Friday. Hiring temporary professionals and using mystery shopping are effective strategies to stand out from the competition and avoid being just another one among many offering promotions.
