Building customer relationships before Black Friday: how to engage and retain consumers of electronics

Black Friday is one of the most awaited moments by consumers throughout the year, especially for those seeking to acquire technological products with discounts. In 2024, the expectation is no different. According to a Nodus survey, commissioned by Meta, 75% of Brazilian consumers intend to use the discounts of this event, which takes place on November 29, to anticipate their Christmas purchases, with electronics leading the list of the most desired items. These data reinforce the importance of strategic planning for brands seeking to engage and retain customers before the date. 

Consumers of electronics are mostly informed and demanding, and seek the best cost-benefit. For them, Black Friday represents an opportunity to acquire high-value products with more affordable prices. However, winning this audience goes beyond offering attractive discounts.In a market where 81% of consumers consider price research fundamental, according to this year's data from Globo, standing out among competitors requires a strategy that adds real value to the shopping experience. 

Therefore, pre-Black Friday engagement should start early. Social networks, for example, are powerful tools in this context. Through creative campaigns and relevant content, such as purchase guides and tutorials, it is possible to educate and prepare consumers for the best offers. Encouraging active participation of customers in networks, through polls, sharing expectations and direct interactions, can strengthen the emotional connection with the brand and generate trust. 

In addition, good customer service is essential and should be a constant. If a customer does not have a good experience before Black Friday, it is unlikely that he will buy or indicate the brand during the event.You also need to be aware of the prior feedback from customers. Incorporating these suggestions and showing that consumer opinions were taken into account can generate positive publicity and strengthen brand confidence. 

Offering early discounts to repeat customers is another effective strategy.When a brand provides coupons to reward customer loyalty, consumers know that it is worth buying the products of that company and that the discounts are real. 

Personalization is also one of the most effective ways to achieve this goal.Kinsta's 2024 report data shows that targeted campaigns have a 100,95% click-through rate higher than non-targeted campaigns.This indicates that consumers respond positively to offers that meet their specific needs and preferences.So investing in a good CRM platform can be a differentiator for better understanding customers, personalizing offers, and consequently increasing the conversion rate when Black Friday finally arrives. 

Creating personalized email marketing campaigns also brings benefits.Sending relevant offers and content based on purchase history and consumer preferences not only improves the experience, but increases the chances of conversion.This personalized communication, when done well, can turn an occasional buyer into a loyal customer. 

With the date promising growth of up to 10% in e-commerce, still according to Globo, consumers are increasingly connected, comparing prices and looking for promotions that really make a difference. This scenario requires brands to adopt an omnichannel approach, ensuring a fluid and consistent shopping experience, whether online or offline. Channel integration is important to meet consumer expectations, allowing them to easily transition between different platforms and touchpoints. 

Success during Black Friday depends not only on aggressive discounts, but on how brands build and maintain a solid relationship with their consumers over time.By focusing on good service, personalization, omnichannel and continuous engagement, brands, not just electronics, can increase their sales during the event and ensure customer loyalty.