Each year, Black Friday not only strengthens its presence in the global retail calendar, but also redefines consumer expectations.In Brazil, American tradition has found fertile ground, especially in 2024, when, according to research by Wake and Opinion Box, approximately 66% of Brazilians plan to take advantage of the date to make their purchases. The volume and speed in deliveries have consolidated as crucial parameters of customer experience, requiring companies to integrate robust planning and cutting-edge technology to deal with peaks in demand and fierce competitiveness.
Based on best market practices, we highlight five fundamental pillars that can guide companies in building a Black Friday strategy that goes beyond sales volume and adds value to the consumer:
1. Proactive and Innovative Planning
In the volatile Black Friday environment, planning cannot be reduced to a simple logistics organization; it must be part of a broader process of anticipating demands and operational innovation. Analyzing historical data and evaluating global market behavior allows companies to adapt their tactics as new trends emerge.The example of large international players such as Amazon and Alibaba reinforces the need for predictability and flexibility in planning for high-demand events, allowing route adjustments according to the flow of information.
2. Data Intelligence as a Strategic Catalyst
Black Friday is one of the most challenging times for using big data and machine learning in the retail sector. Companies must work with predictive models and data-generated insights to not only respond but anticipate consumer behavior.Learning from the success of global leaders such as Walmart, which has integrated predictive analytics to optimize inventories and predict regional needs, Brazilian companies can adopt a data-driven approach that encompasses customer feedback, past sales performance and volume forecasts.
3. Technology and Integrated Automation
Technological preparation should be a non-negotiable priority, but it cannot be a timely response to Black Friday; it should constitute a series of continuous improvements that optimize the entire shopping journey and ensure resilience and agility in peak times.Each company can analyze its platforms and implement automation tools, with the aim of creating a more efficient and intuitive flow of operations, avoiding bottlenecks and system failures.
4. Operational Efficiency and Team Well-being
Instead of focusing solely on meeting demand, team-centered planning ensures that operations flow cohesively and effectively, allowing the team to be engaged and well prepared. Companies like Magazine Luiza exemplify this approach by investing in healthy work environments that combine employee well-being with productivity, creating a culture of engagement that is directly reflected in the final customer experience.
5. Focus on Customer Experience as a Strategic Differential
In the current scenario, the value of a brand is linked to the experience offered to the consumer. According to a global study by PwC, 73% of customers consider the delivery experience crucial in their purchase decision. For companies, this means that Black Friday is more than a fast billing opportunity; it is a time to strengthen customer connection and strengthen loyalty, as demonstrated by strategies of global leaders who prioritize agile deliveries and robust after-sales policies.
By building a strategy driven by these pillars, Brazilian companies can not only excel in the domestic market, but also align themselves with global trends that value agility, innovation and, above all, the consumer experience.With effective planning and execution, Black Friday can go beyond a seasonal peak and become a platform for building lasting and meaningful relationships.
