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 sales success and customer loyalty.
Because, in the current context, it is not enough to "respond" to the consumer. It is necessary to create a connection so that the experience is as smooth and memorable as possible, making a return for a new business almost certain.
I say this based on recent research by Offerwise, commissioned by Google, where 65% of Brazilians said they expect brands to bring innovations this Black Friday, especially regarding the differentiators and improvements they can offer to consumers.
And a tip: if your company is not yet riding the waves of new technologies (or at least understanding how they can be useful to your business), being among the top brands remembered by consumers can be a bit difficult. New technologies can both improve the customer journey and optimize processes, making everything more agile, easy, and close (a very important word in the relationship with customers). Even more so when combined with other technological resources that are not so new.
Artificial intelligence, for example, brings among its various features the ability to understand and analyze behavior. This allows companies, especially during seasonal events like Black Friday, to get ahead of the competition with personalized recommendations, promotions, customer service, and post-sales support for each customer, increasing conversions and improving satisfaction.
Furthermore, collecting and using data to map and better understand customer preferences, respecting the LGPD – General Data Protection Law, supports companies in adjusting strategies, even in real time.
Another point 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 become even better if the possibility of omnichannel presence is available, that is, interaction across different communication channels.
The transaction involving documents is another that benefits from technology. Want an example? Insurance companies and financial institutions can also attract new clients during Black Friday, and they will send contracts and other documents to formalize the agreement, right? All of this can be achieved through a solution with encryption and other elements so that security and traceability are strong points in the client-company relationship.
And this is not to mention the artificial intelligence chatbots that, for companies, reduce the complexity of creating the communication channel with the customer, making it capable of conversing in minutes. And for customers, they offer a communication bridge with the brand that is secure, agile, and assertive, whose data results in continuous improvement when properly utilized by companies for this purpose.
So, leveraging technology during periods of high demand, such as Black Friday, is more than important. It's crucial! Only like this to keep your business up to date and, at the same time, keep your customers happy with an experience that truly makes sense for each of them, in a personalized and seamless way.
