Every year, Black Friday not only strengthens its presence on the global retail calendar but also redefines consumer expectations. In Brazil, the American tradition found fertile ground, especially in 2024, when, according to a survey by Wake and Opinion Box, approximately 66% of Brazilians plan to take advantage of the date to make their purchases. Volume and delivery speed have become crucial parameters of the customer experience, requiring companies to integrate robust planning and cutting-edge technology to handle demand peaks and fierce competition.
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 for the consumer:
1. Proactive and Innovative Planning
In the volatile environment of Black Friday, planning cannot be reduced to simple logistical organization; it must be part of a broader process of demand anticipation and operational innovation. Analyzing historical data and assessing the behavior of the global market allows companies to adapt their tactics as new trends emerge. The example of major international players like 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 the use of big data and machine learning in the retail sector. Companies should work with predictive models and data-generated insights to not only respond but also anticipate consumer behavior. Learning from the success of global leaders like Walmart, which integrated predictive analytics to optimize inventories and forecast regional needs, Brazilian companies can adopt a data-driven approach that includes customer feedback, past sales performance, and volume forecasts.
3. Technology and Integrated Automation
Technological preparation must be an non-negotiable priority, but it cannot be a one-time response to Black Friday; it should instead consist of a series of continuous improvements that optimize the entire shopping journey and ensure resilience and agility during peak times. Each company can analyze its platforms and implement automation tools, aiming to create a more efficient and intuitive operational flow, avoiding bottlenecks and system failures.
4. Operational Efficiency and Team Well-being
The operation needs to be as efficient as it is resilient. Instead of focusing solely on meeting demand, a 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 directly reflects in the final customer experience.
5. Focus on Customer Experience as a Strategic Differentiator
In the current scenario, the value of a brand is linked to the experience offered to the consumer. According to a global PwC study, 73% of customers consider the delivery experience crucial in their purchasing decision. For companies, this means that Black Friday is more than just an opportunity for quick revenue; it is a moment to strengthen the connection with the customer and enhance loyalty, as demonstrated by strategies of global leaders who prioritize agile deliveries and robust after-sales policies.
By building a strategy guided by these pillars, Brazilian companies can not only stand out in the national market but also align with global trends that value agility, innovation, and above all, the customer experience. With effective planning and execution, Black Friday can go beyond a seasonal peak and become a platform for building lasting and meaningful relationships.
