Strategic opportunity for entrepreneurs, sales and marketing teams, Black Friday takes place on November 29th and promises an increase in sales results compared to last year. According to a survey by Wake, conducted in partnership with Opinion Box, about 66% of Brazilians plan to make purchases during the date.
The event is not just about discounts, but involves the creation of intelligent, creative, and results-focused campaigns. With so much competition in the digital market, preparing in advance and using efficient tools is essential to ensure success. According to Marcell Rosa, a sales expert at CleverTap, a digital marketing platform specializing in user retention and engagement, “It is not enough to offer the best price. Brands that create a personalized experience, anticipate the needs and desires of consumers, are ahead of the competition. Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference.”
According to Marcell Rosa, there are 5 essential steps to succeed in sales during Black Friday.
- Start your campaign as early as possible
Although Black Friday officially takes place in November, the race for consumer attention starts well before. Marcell Rosa recommends that companies start working on their campaigns weeks before the date. “The modern consumer is increasingly informed and selective. Those who begin to engage their audience before the big event can cultivate a relationship of trust and ensure more significant sales,” he comments.
Marcell’s tip is to use this anticipation to build a personalized journey. Use emails, social media, and push notifications to remind the audience about products they are interested in and offer valuable content to keep the brand on their radar.
- Don’t just focus on the discount – offer value
Although Black Friday is synonymous with great discounts, Rosa warns that modern consumers value more than just low prices: “Brands need to focus on creating value. This can be done with free shipping, exceptional customer service, exclusivity, or partnerships that add to the shopping experience.” He points out that in addition to discounts, it’s interesting to think about exclusive gifts, promotional packages, or loyalty programs that make the customer feel special. Creating a sense of urgency with limited campaigns can also be a great strategy to increase conversion.
- Mobile experience cannot be neglected
In Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales that day. Therefore, having a mobile-focused strategy is not just an advantage, but a necessity. “Mobile is at the center of the consumer’s journey. Brands need to ensure that their websites and apps are optimized for a fast and smooth experience. Nothing pushes a consumer away more than a slow website or a complicated purchasing process,” Rosa warns. In addition, investing in campaigns that use push notifications, SMS marketing, and even dedicated apps can ensure greater engagement and conversion during the event.
- Use data to create smart segmentation
Segmentation is key to creating successful campaigns. Instead of launching generalized offers, Rosa suggests using data and artificial intelligence to understand user preferences and behavior. “Marketing platforms like CleverTap allow brands to analyze consumer behavior and create campaigns based on accurate data. This enables brands to deliver the right message, at the right time, to the right audience.”
Rosa points out that personalized offers, based on purchase history or items customers have recently viewed, are more likely to convert. This helps optimize return on investment (ROI) and also increases post-Black Friday retention rates, creating a lasting bond with the consumer.
- Measure, adjust, and continue – the work doesn’t end on Black Friday
According to Rosa, one of the biggest traps is believing that the work ends at the end of Black Friday. “Monitoring results and adjusting campaigns are essential to ensure sales continue post-event. Brands that continue to communicate relevantly with their customers after Black Friday tend to have higher retention rates.”
Use the following weeks to analyze what worked, adjust Christmas campaigns, and retain the new customers gained. “Black Friday is not just about the day itself, but about how you use this event to increase your long-term customer base,” concludes Rosa.
With Black Friday solidifying as the main sales event in the retail calendar, it is crucial for entrepreneurs and marketing professionals to develop well-planned, data-driven campaigns focused on the consumer experience. Anticipating, personalizing offers, investing in mobile, and maintaining the relationship after the date are essential strategies to not only increase sales but also earn consumer loyalty.
“Black Friday is a marathon, not a 100-meter dash,” emphasizes Marcell Rosa. “Success goes to those who understand the customer and create a unique and memorable experience.”
