Black Friday is a highly anticipated date in Brazil. And not just by consumers, attentive to offers, but also by brands that prepare for a significant increase in sales and customer interactions.
At this time, the ability to offer an exceptional experience, focused on the customer’s entire journey and allied with technological solutions, is a decisive factor for sales success and customer loyalty.
This is because, in the current context, it’s not enough to just “respond” to the consumer. It’s necessary to create a connection so that the experience is so smooth and memorable that the return for a new business is almost certain.
I say this based on a recent survey by Offerwise, commissioned by Google, where 65% of Brazilians said they expect brands to bring innovations on this year’s Black Friday, especially regarding the differentials and improvements they can offer to the consumer.
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 may be a bit difficult. New technologies can both improve customer journeys and streamline processes, making everything more agile, easy, and close (a very important word in customer relations). Especially when combined with other technological resources not so new.
Artificial intelligence, for example, brings among its various features the ability for understanding and behavioral analysis. This allows companies, especially in seasonalities like Black Friday, to get ahead of the competition with personalized recommendations, promotions, customer service, and post-sales tailored to each customer, increasing conversions and improving satisfaction.
In addition, collecting and using data to map and better understand customer preferences, in compliance with the LGPD – General Data Protection Law, supports companies in adjusting strategies, even in real-time.
Another point worth highlighting is the integration between physical and digital. This merging of experiences makes all the difference in any sector, but it can be even better if omnichannelity is present, meaning interaction across different communication channels.
The transaction involving documents is another area benefiting from technology. Want an example? Insurance companies and financial institutions can attract new customers even during Black Friday, and they will send contracts and other documents to finalize the agreement, right? All of this can be done through a solution with encryption and other elements to ensure security and traceability are strong points in the customer-company relationship.
Not to mention the artificial intelligence chatbots that, for companies, reduce the complexity of creating a communication channel with customers, making it possible to converse within minutes. And for customers, they provide a secure, agile, and assertive communication bridge with the brand, whose data results in continuous improvement if well utilized by companies for this purpose.
Therefore, leveraging technology during high demand periods, such as Black Friday, is more than important. It’s crucial! Only in this way can you keep your business up to date and at the same time, make your customers happy with an experience that truly makes sense for each of them, personalized and smooth.
