Black Friday is approaching, and this date remains highly anticipated by retailers. In 2024, the event generated R$ 9.3 billion in Brazilian e-commerce, according to data from Neotrust. The outlook for 2025 is even more optimistic, with projected growth.
It's true that many criticisms arose because brands promised small discounts or simply failed to maintain the promised level of service after Black Friday, which generated frustration. On the other hand, for those who are transparent, deliver real value, and differentiate themselves through customer service, the date becomes a true gateway to new customers, generating loyalty throughout the year.
The secret is not to view Black Friday as an end in itself, but as the beginning of a journey that can extend over the long term. Brands that adopt this mindset build more lasting relationships, even in a competitive landscape. And the big secret is the data.
Every purchase made on Black Friday is an opportunity to understand preferences and behaviors, frequency of consumption, and even average order value. For example, if a customer bought a smartphone, it makes sense that the next offer would be a compatible accessory or a service plan.
More than just cross-selling, data intelligence allows us to build personalized journeys, sending relevant recommendations at the right time, through their preferred channel, and using appropriate language. By using communication platforms, we can automate this reasoning, creating personalized relationship paths. This makes it possible to transform the "Black Friday customer" into a customer who feels recognized and remembered at all times, with contextualized and personalized offers – not generic opportunities.
In this sense, it's necessary to pay special attention to the communication channel. The secret is to orchestrate the channels in an integrated way, avoiding excessive messages and prioritizing the relevance and preference of each client. Emails offer great opportunities for personalized offers and richer content, while SMS and RCS are ideal for quick, direct messages with a high open rate. WhatsApp creates proximity, allowing both promotional communication and post-sales support, in addition to push notifications , which work well in apps, especially with real-time triggers.
In a scenario where consumers are looking for more than just price, combining channels with effective strategies can make all the difference. Among these strategies is the creation of educational content, such as tutorials, webinars, e-books, and practical guides, that help customers use the product better or make smarter decisions.
Creating a community experience with exclusive groups, forums, or loyalty clubs that connect customers fosters a highly valued sense of belonging – as do added services such as quick consultations, personalized customer service, or loyalty programs. All of this generates significantly greater brand recognition among consumers, creating the perception of exclusive benefits for those who shopped on Black Friday, such as early access to new collections or even VIP offers.
However, some points are essential and should be taken into consideration – among them, transparency, avoiding promising what cannot be delivered. Agility is another fundamental aspect, keeping the customer informed about delivery, support, and any problems. Similarly, personalization allows for the creation of offers and communications based on history and preferences, which fosters a feeling of closeness.
It's important to remember that customer loyalty doesn't happen automatically; it's built daily through consistent experiences. When a brand delivers more than expected, it creates an emotional bond. The customer stops seeing the company merely as a product supplier and begins to see it as a partner – someone who understands their needs and delivers continuous value. This is what sustains loyalty in the long term and generates profits year-round.
