Beyond boosting sales with attractive offers, Black Friday and Cyber Monday represented a strategic opportunity for retailers to reassess their operations, analyze campaign results, and plan for year-end sales and next year’s offers. For Loja Integrada, a reference in automation and data intelligence for e-commerce, the dynamism of e-commerce requires continuous investment in smart solutions for operational efficiency.
“The end of the year is the ideal time to reassess suppliers, adjust commercial terms, and implement strategies that ensure higher margins and greater competitiveness in the market,” says Victor Popper, CEO of Loja Integrada.
In 2024, Black Friday generated R$ 4.27 billion in online sales on Friday alone, an 8.4% growth compared to the previous year, according to data from Neotrust Confi. With the rise in digital consumption, retailers have valuable data about their customers’ profiles, which can be used to create personalized and long-lasting actions. “Strategies like progressive discounts, personalized messages, abandoned cart recovery, and special conditions help strengthen the customer base and maintain a steady flow of sales in e-commerce,” highlights Victor.
Here are the four strategies that can help keep sales strong next year, according to Loja Integrada:
1. Adoption of progressive discounts
Progressive discounts stand out as a powerful tool to increase average order value and engage customers. This strategy encourages consumers to buy more to receive proportional benefits, such as higher discounts or special conditions.
Example: 5% for purchases above R$ 100, 10% above R$ 200, and 15% above R$ 300. According to a study by ActiveCampaign, progressive discounts can increase the average order value (AOV) by up to 50% compared to orders without incentives. Besides boosting revenue, this approach is ideal for moving leftover stock from the year and offering a rewarding shopping experience.
2. Personalized messages based on consumer behavior
Personalized messaging tools allow sending emails or WhatsApp messages based on purchase and browsing behavior, increasing conversion potential through established connections. Exclusive offers, such as free shipping or special discounts for those who shopped during Black Friday, are ways to invite consumers back to explore new products.
3. Abandoned cart recovery
Black Friday highlighted one of the main challenges of e-commerce: abandoned carts. In 2024, a survey by Baymard Institute found that the global average cart abandonment rate reaches 70%. To address this issue, Loja Integrada offers a recovery feature that goes beyond automatic reminders to complete unfinished purchases, also reaching customers who showed interest in products, even without adding them to the cart. In 2024, this tool helped retailers recover over R$ 30 million in sales.
4. Special conditions for loyal customers
Exclusive promotions don’t have to be limited to seasonal events. To maintain engagement, retailers can offer benefits for recurring purchases or loyalty programs, such as automating points per purchase for redeeming rewards. Communication can also be personalized for this customer segment to maintain recurring contact, offering benefits like birthday gifts, store reviews, friend referrals, and other occasions.
“With automation, retailers optimize operational tasks and focus on strategies that increase engagement. Meanwhile, data enables more assertive decisions, from choosing promotions to campaign segmentation. This combination is the key to boosting sales and sustainably retaining customers,” concludes Victor Popper.
