Over the years, Black Friday has ceased to be limited to a single Friday of discounts, extending throughout the month and now being called Black November. With the approach of this event so important for retail, Rcell, one of the country’s largest technology distributors, conducted a proprietary survey with the main regional retailers in 13 states of Brazil.
The results indicate the importance of marketing actions to maximize results. Among the most effective channels for promoting Black Friday offers, according to the survey, 100% of companies highlight presence on social networks as essential, while 56% consider WhatsApp a valuable tool, and 25% rely on email marketing.
“This year’s Black November is a great opportunity for Brazilian retailers, both to increase their revenues and to strengthen their brands in the market. Positive expectations prevail, and the data we collected show that, with strategic planning and efficient use of marketing tools, retail can achieve significant results on this long-awaited date,” says Alexandre Della Volpe Elias, CMO of Grupo Rcell.
Another relevant data about the communication channels used by companies during Black Friday reveals that 87% of them invest in communication on their websites (e-commerce) as the main promotional medium. Instagram is used by 81%, closely followed by WhatsApp, with 75%. Facebook also has a strong presence, being used by 62% of companies, while email marketing appears with 56%. Newer platforms, like YouTube (31%) and TikTok (25%), are gaining space, reflecting the diversification of digital marketing strategies on the most important retail date.
Regarding measuring customer satisfaction during Black Friday, 56% of companies use satisfaction surveys and direct feedback for this purpose, while 43.8% do not measure it. When it comes to customer experience, companies significantly prioritize clarity and transparency in communicating offers, agility in logistics, attractive payment conditions, and sales team training.
When comparing the Black Friday of 2022 and 2023, companies have noted an increase in the participation of online sales and the average ticket of purchases made. To maintain customer engagement throughout the year after Black Friday, companies use strategies such as active telemarketing for new offers, CRM for relationship management, and WhatsApp for direct communication.
Although investment in digital marketing strategies, along with attention to customer experience, stands out as a differential for retailers preparing for this competitive period, adjusting offerings to the new scenario of consumer demands. This proves to be even more advantageous for maximizing sales, making Black November not only a profitable event, but aligned with emerging trends. “The combination of strategies and anticipation of new consumer behaviors can ensure much more significant results”, concludes Elias.
