In addition to boosting sales with attractive offers, Black Friday and Cyber Monday represented a strategic opportunity for retailers to reassess their operations, analyze campaign results, and plan end-of-year sales and next year’s offers. For Loja Integrada, a reference in automation and data intelligence for e-commerce, the dynamism of e-commerce requires a continuous investment in smart solutions for operational efficiency.
“The end of the year is the ideal time to reassess suppliers, adjust commercial conditions, and implement strategies that guarantee higher margins and greater competitiveness in the market,” says Victor Popper, CEO of Loja Integrada.
In 2024, Black Friday generated BRL 4.27 billion in online sales on Friday alone, an 8.4% growth compared to the previous year, according to data from Neotrust Confi. With the rise of digital consumption, retailers have valuable data at their disposal about their customers’ profiles, which can be used to create personalized and lasting actions. “Strategies like progressive discounts, personalized messages, abandoned cart recovery, and special conditions help strengthen the customer base and maintain a constant flow of sales in e-commerce,” emphasizes Victor.
Here are four strategies that can help keep sales strong next year, according to Loja Integrada:
1. Adoption of progressive discounts
Progressive discounts stand out as a powerful tool to increase the average ticket and engage customers. This strategy encourages the consumer to buy more to obtain proportional benefits, such as larger discounts or special conditions.
Example: 5% for purchases over R$ 100, 10% over R$ 200 and 15% over R$ 300. According to a study by the ActiveCampaign, progressive discounts can increase the average order value (AOV) by up to 50% compared to orders without incentives. In addition to boosting revenue, this approach is ideal for moving remaining year-end stocks and offering a rewarding shopping experience.
2. Personalized messages with consumer behavior
Personalized messaging tools allow sending emails or WhatsApp messages based on purchase and browsing behavior, increasing conversion potential through established connections. Exclusive offers, such as free shipping or special discounts for those who purchased during Black Friday, are ways to invite the consumer back to explore new products.
3. Cart abandonment recovery
Black Friday highlighted one of the main challenges in e-commerce: cart abandonment. In 2024, a survey by the Baymard Institute pointed out that the global average cart abandonment rate reaches 70%. To tackle this issue, Loja Integrada offers a recovery functionality that goes beyond automatic reminders to complete unfinished purchases, also reaching customers who showed interest in products, even without adding them to the cart. In 2024, this tool helped merchants recover over R$ 30 million in sales.
4. Special conditions for loyal customers
Exclusive promotions don’t need to be limited to seasonalities. To maintain engagement, retailers can offer advantages for recurring purchases or loyalty programs, such as automated points for purchases to exchange for rewards. Communication can also be personalized for this customer segment to maintain regular contact, gifting benefits like happy birthday rewards, store evaluations, friend referrals, and other occasions.
“With automation, retailers optimize operational tasks and focus on strategies that increase engagement. Data allows for more assertive decisions, from choosing promotions to campaign segmentation. This combination is the key to driving sales and sustainably retaining customers,” concludes Victor Popper.
