Black Friday is one of the most anticipated moments for consumers throughout the year, especially for those looking to purchase technological products at discounts. In 2024, the expectation is no different. According to a Nodus survey commissioned by Meta, 75% of Brazilian consumers plan to use the discounts from this event, which takes place on November 29th, to advance their Christmas shopping, with electronics leading the list of most desired items. This data reinforces the importance of strategic planning for brands seeking to engage and retain customers before the date.
Electronics consumers are mostly informed and demanding, seeking the best cost-benefit. For them, Black Friday represents an opportunity to acquire high-value products at more affordable prices. However, winning this audience goes beyond offering attractive discounts. In a market where 81% of consumers consider price research essential, according to data from Globo this year, 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 buying guides and tutorials, it is possible to educate and prepare consumers for the best offers. Encouraging active customer participation on social media through polls, sharing expectations, and direct interactions can strengthen the emotional connection with the brand and build trust.
Furthermore, 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 they will buy or recommend the brand during the event. It is also necessary to pay attention to the previous feedback from clients. Incorporating these suggestions and showing that consumers' opinions were taken into account can generate positive publicity and strengthen trust in the brand.
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 that company's products and that the discounts are genuine. So, when the event arrives, these customers are more likely to seek out the offers.
Personalization is also one of the most effective ways to achieve this goal. 2024 data from the Kinsta report shows that targeted campaigns have a click-through rate 100.95% higher than non-targeted campaigns. This indicates that consumers respond positively to offers that meet their specific needs and preferences. Therefore, investing in a good CRM platform can be a differentiator to better understand customers, personalize offers, and consequently increase the conversion rate when Black Friday finally arrives.
The creation of personalized email marketing campaigns also brings benefits. Sending offers and relevant content based on purchase history and consumer preferences not only improves the experience but also increases conversion chances. This personalized communication, when well-executed, can turn an occasional buyer into a loyal customer.
With data promising up to 10% growth in e-commerce, according to Globo, consumers are increasingly connected, comparing prices and looking for promotions that truly make a difference. This scenario requires brands to adopt an omnichannel approach, ensuring a seamless and consistent shopping experience, whether online or offline. Channel integration is important to meet consumer expectations, allowing them to easily switch between different platforms and touchpoints.
Success during Black Friday depends not only on aggressive discounts but also on how brands build and maintain a strong relationship with their consumers over time. By focusing on good service, personalization, omnichannel approach, and continuous engagement, brands, not just electronics ones, can increase their sales during the event and ensure customer loyalty. And I can attest, this is the greatest success for any brand.
