How to leverage Black Friday to acquire loyal customers for the entire year

Black Friday 2024 approaches with immense business potential, confirmed by estimates from the confidential data intelligence ecosystem Geotrust, which forecasts a movement of approximately R$ 9.3 billion this year.

Traditionally associated with aggressive discounts and high product turnover, the date has become a strategic opportunity for brands across various sectors, which seek not only to boost sales but also to foster customer loyalty. Data from the company Bain & Company reveals that loyal customers account for 67% of a brand's revenue, reinforcing the importance of cultivating this relationship. Thus, while consumers await discounts, companies are also preparing to offer positive and memorable shopping experiences, ranging from ease of website navigation to fast customer service.

A strategy that has grown considerably in Brazil to promote a lasting relationship between brands and consumers is loyalty programs, which offer various opportunities to strengthen this bond, such as access to exclusive promotions, in addition to attractive cashbacks to encourage purchases even after the promotional period.

Experts give tips to stimulate customer purchases during this year's Black Friday

“Consumers often use Black Friday to discover new brands. However, it is important for retailers to also note that 51% of people only buy from stores where they have purchased before. In this sense, the date is important for, in addition to acquiring new customers, fostering their loyalty and even recovering inactive customers,” explains Pedro Ivo, professor at Fundação Dom Cabral and partner and director at Dito CRM.

Deborah Daloia, loyalty and partnerships specialist, recommends that companies leverage these opportunities to reactivate customers and strengthen loyalty. “Well-targeted campaigns during these occasions can generate a positive impact and demonstrate to consumers the value of being part of a loyalty program,” she highlights. 

For Marco Leite, Partnerships Manager at Azul Linhas Aéreas, the date provides an opportunity to run promotions that value active customers, reinforcing the commitment to appreciation and loyalty. “Take the opportunity to offer a greater discount to those who are already on their second, third, fourth purchase, for example. It's important to offer to new customers, but don't forget to value those who are already within your ecosystem.”. 

Businesses seek customer loyalty solutions to increase revenue

In this quest to find the path to effective customer loyalty, companies like Alloyal provide the market with a technological solution capable of generating more sales for businesses through user engagement and retention.

“Black Friday proves to be not only an opportunity to sell but also to build a more solid customer base,” comments Aluísio Cirino, CEO of Alloyal. “With good engagement strategies, brands can transform this first purchase into the beginning of a loyalty journey.”.

With the Alloyal platform, it is possible to use features such as points programs, cashback, sweepstakes, discount clubs, and customer segmentation to increase engagement. The operation is simple: the company joins the application, which allows the creation of a fully customized loyalty club aligned with its brand identity. Instantly, customers gain access to over 25,000 partner establishments with exclusive discounts, including Booking, iPlace, Kabum, Boticário, Nike, and C&A. With each new transaction, customers accumulate benefits for future purchases, encouraging their loyalty.

In this way, the CEO of Alloyal comments that Black Friday is not only an opportunity for immediate sales but also a chance to plan the relationship with customers for future editions. “It is important to start thinking now about selling to these customers in next year's Black Friday.”

Furthermore, with technology, it is also possible to understand your audience's behaviors and thus offer attractive discounts and a differentiated shopping experience. “A loyalty program, in this context, is a strategic resource for acquiring loyal customers,” states the CEO.

And everyone wins. It is estimated that the Alloyal platform has already provided R$ 68 million in savings for its 8 million users, in addition to over R$ 100 million in sales for client companies.

Currently, the startup has also distributed over R$ 3 million in cashback. The highest percentage increases in cashback between Black Friday 2023 and 2024 were granted by Leroy Merlin, which increased from 5% to 8%, by Vivara, which had a significant increase from 3.5% to 6%, and by Booking, increasing from 1% to 3%.

The platform projects that the sale of home appliances will again lead sales during Black Friday 2024, as in 2023, when it accounted for 78.3% of online purchase volume.