One of the most anticipated dates for this year-end, Black Friday takes place on November 29th and promises an increase in sales results compared to last year. According to a study by Wake, done in partnership with Opinion Box, about 66% of Brazilians plan to make purchases during the event. This means, according to the Haus platform, a 14% increase in order volume.
From a strategic standpoint, Black Friday symbolizes an opportunity to strengthen the relationship with customers. According to CleverTap’s sales specialist, Marcell Rosa, personalization can be one of the strategic differentiators for the event: ‘Brands that create a personalized experience, anticipating the needs and desires of consumers, are ahead of the competition. Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference.’
During Black Friday 2023, according to Adobe, mobile devices led by smartphones accounted for 54% of internet visits and 37% of online sales. For Rosa, this means that having a mobile-focused strategy is not just an advantage, but a necessity. ‘Mobile is at the center of the consumer journey. Brands need to ensure that their websites and apps are optimized for a quick and seamless experience. Nothing turns off a consumer more than a slow website or a complicated purchase process,’ warns Marcell Rosa, General Manager and VP of Sales Latam at CleverTap, a digital marketing platform specialized in user retention and engagement.
To ensure prominence on the date, Erich Casagrande, marketing leader and SEO specialist at Semrush BR, highlights the importance of precise strategies: “Treating Google as a digital storefront is essential: if you are not found, the customer simply does not enter. Black Friday is not just about price, it’s about visibility. This means reviewing product descriptions, optimizing images, and inserting strategic keywords for each stage of the customer journey. Improving the digital experience, from technical aspects to content, is essential to ensure positioning and conversions”.
Furthermore, the date is an excellent opportunity to develop unconventional actions to attract and retain customers. According to Rafael Pinto, director of Fullfilment at Daki, a complete online market app and a reference in ultra-fast deliveries, “Black Friday is a great opportunity for companies to strengthen connections with consumers and expand sales in the retail sector. Therefore, in addition to competitive prices, it is also necessary to think about how to offer other benefits that make the customer journey even more positive. Our focus is on maintaining the reliability of deliveries, ensuring a seamless operation and impeccable experience from start to finish, even in a scenario of high demand,” he comments.
With a strategy aimed at engaging consumers with actions that encourage repurchase and loyalty beyond traditional promotions, the company expects to grow sales by over 30% during the period. “This year we will hold an exclusive draw, in which it is possible to compete for various prizes, including a brand new car, which will extend throughout the month. Our goal is to reinforce our value proposition while further expanding our customer base,” he emphasizes.
To apply a good strategy and take advantage of the opportunity, it is necessary to define a good schedule to ensure the success of your campaign. According to Fernanda Clarkson, CEO and Founder of SuperFrete, “it is possible to work with promotions exclusively on the last Friday of November or start your campaign at the beginning of the month, extending the time for offers. Regardless of which period you decide for your campaign, defining a start and end date is essential. This defined period impacts several crucial aspects, such as inventory management, the need for temporary hiring, logistics planning, and marketing strategies.”
An important insight is that Black Friday has become a strategic moment for businesses, especially in retail, where valuable opportunities arise to test new marketing approaches and analyze consumer behavior in a campaign of broad visibility. “During this period, the customer is exposed to more intense communication, which allows us to present our products in a differentiated way. We reinforce the stock and integrate strategies such as partnerships with influencers, progressive discounts, and a well-prepared operation to deal with the increased sales flow,” says Eduardo Abichequer, CEO of the startup Yuool of sustainable and minimalist sneakers.”
“In terms of strategy, we also realize that it is possible to apply common techniques in digital products in retail, creating a more attractive and personalized shopping journey. At Yuool, this year, we will offer personalized discounts for each customer journey, providing the consumer with a real advantage in getting to know our sneakers and becoming our customer,” he says. Regarding organization and the opportunity to ensure effectiveness in purchases, the CEO also suggests: “Black Friday starts being planned five, six months in advance, aiming to maximize awareness and ensure that by the big day, the customer has been effectively impacted, reinforcing our commitment to offer a unique and valuable experience,” Abichequer concludes.
Finally, it is worth noting that the end-of-year shopping season is an opportunity to attract consumers who begin to plan weeks before the big promotions. According to Maria Fernanda Antunes Junqueira, co-founder and Managing Director of Atolls in Latin America – a group to which Cuponation belongs, a reference in coupons and discounts – “the current consumer is more strategic and conscious than ever. He researches, compares prices, and uses various tools to maximize his purchasing power. In this scenario, offering discount coupons becomes a powerful strategy to capture the attention of customers already prepared and engaged in the planning phase of purchases. The discount coupon offers a clear benefit to the consumer, making him truly feel like he is making a good deal,” she concludes.
