Black Friday is one of the biggest shopping events of the year, providing consumers with the opportunity to purchase products and services at promotional prices. In Brazil, the date has gained increasing relevance, moving billions of reais and attracting millions of consumers. Although last year the Brazilian trade has suffered retraction 2023, Brazil had its second worst Black Friday in history 'the expectation is for a better performance for this year.
According to a recent Google survey, at least 62% of Brazilians intend to make some purchase of products or services. At least 76% of consumers intend to buy electronics; another 59% are interested in fashion, while 44% will seek offers related to beauty and personal care.Items for home are on the 41% list of people who intend to enjoy Black Friday this year.
And, just as in its country of origin, Brazilian Black Friday happens much more in online retail than in physical IO even if last year the performance was not expected, online commerce registered a high of 15% in online sales turnover compared to 2022, with an average ticket of R$ 676 per customer, according to data from the Brazilian Electronic Commerce Association (Abcomm). Already physical trade recorded a high of only 4%, according to Fecomercio.
Given this scenario, it is important that retailers prepare to serve the online customer IO with agility and quality, ensuring that the experience on date does not subtract points from the company's reputation against the consumer.
CX could be a surprise factor for Black Friday in 2024
During high volume shopping events like Black Friday, customer experience (CX, for its acronym in English) becomes even more crucial. Several studies point out that a good customer experience can increase loyalty, brand value and, consequently, sales. WhatsApp and email remain the preferred channels of consumers to receive offers & Instagram, which is well used by retail SMEs.
Another channel that has had a huge growth in Brazil is RCS, or SMS of the future, which has had a growth of 358% worldwide.With technology ensuring the security of SMS at its source, text messages can also be leveraged for the delivery of personalized offers.
In online, the most important thing is to ensure that the consumer has an agile and omnichannel experience, no matter at what point of the journey is or what your channel of origin. This means having service channels that work with the same agility 'it is no use having a telesales if the customer service queue will cause the customer to give up the purchase, or a WhatsApp that does not offer the answers at the time of contact. Therefore, it is to strengthen and train the team during the promotion period 'S NOT just one day ' but that extends for two weeks or the entire month of November 's 'to ensure that the customer's abandonment experience is not the reason of the cart is essential.
In addition to the team, of course, offer self-service options with chatbots and intelligent IVRs, which defy human service, and offer quick resolutions to the most common customer questions. Some Brazilian companies, including, offered automated and human service 24×7 during the period 24×7 after all, there are many offers and promotions that are served during the night.
Personalization is also a strategy that can bring more conversions with offers and recommendations created from consumer browsing behavior and their purchase history. Artificial intelligence tools can provide a more relevant and satisfying shopping experience for the consumer, as well as trigger offers for customer communication channels at relevant times in their buying journey.
Infrastructure needs to be ready
Of course, having a service ready for demand is a key factor since the infrastructure and logistics processes are not a bottleneck, otherwise you will offer your customer an excellent complaints channel. Therefore, ensuring that the technological infrastructure meets the demand is an essential item to ensure a successful purchase journey.
Also within this theme, it is necessary to strengthen the logistics infrastructure so that it is possible to flow the demand of the period IO without delays in the promised deadlines, and with guaranteed delivery even in more remote locations. Capillarity in delivery, and a well-distributed network must ensure that there are no operational bottlenecks.
Finally, price transparency is essential. According to Google, the search for the desired items on Black Friday by consumers began in July 2 I.E., more than ever customers monitor prices and discounts to know if the store really offers a good offer. In addition, several sites also monitor prices, reporting pricing practices that did not reflect real discounts.
It is important to remember that Black Friday is not only a sales opportunity, but also a chance to strengthen the relationship with customers. After all, a positive shopping experience is the real surprise factor that can turn occasional customers into repeat buyers.
