Black Friday is a widely anticipated date in Brazil, and not only by consumers, attentive to offers, but also by brands, which are preparing for a significant increase in sales and customer interactions.
At this time, the ability to offer an exceptional experience, focused on the complete customer journey and combined with technological solutions, is a decisive factor for success in sales and loyalty.
This is because, in the current context, it is not enough to “respond” to the consumer. It is necessary to create connection so that the experience is so fluid and memorable, that the return to a new business is practically certain.
I say this using recent research from Offerwise, commissioned by Google, where 65% of Brazilians said they expect brands to bring innovations on Black Friday this year, especially with regard to the differentials and improvements they can offer to the consumer.
And, a tip: if your company is not yet surfing the waves of new technologies (or at least understanding how they can be useful to your business), being among the main brands remembered by consumers can be a little difficult. New technologies can both improve the customer journey and optimize processes, leaving everything more agile, easy and close (very important word in the relationship with customers). Even more when combined with other technological resources not so new.
Artificial intelligence, for example, brings among its various features the ability to understand and behavioral analysis. This allows companies, especially in seasonality like Black Friday, to get ahead of the competition with recommendations, promotions, personalized service and after-sales for each customer, increasing conversions and improving satisfaction.
In addition, collecting and using data to map and better understand customer preferences, respecting the LGPD & General Data Protection Act, supports companies in adjusting strategies, even in real time.
Another point that is worth highlighting is the integration between the physical and the digital. This combination of experiences makes all the difference in any segment, but it can get even better if you have the possibility of omnichannel present, that is, the interaction in different communication channels.
The transaction involving documents is another benefit of technology. Want an example? Insurance and Financial can win new customers also on Black Friday, and will send contracts and other documents to sign the agreement, right? All this can be done from a solution with encryption and other elements so that security and traceability are strong points in the customer-company relationship.
And not to mention the artificial intelligence chatbots that, for companies, reduce the complexity of creating the communication channel with the customer, making it able to talk in minutes. And for customers, offer a communication bridge with the brand, safe, agile and assertive, whose data reverts to continuous improvement, if well used by companies for this purpose.
So, using technology in periods of high demand, such as Black Friday, is more than important. It is crucial! Only then to keep your business up to date and, at the same time, your customers happy with an experience that really makes sense for each of them, in a personalized and fluid way.
