Sales from Black Friday in 2024 are expected to increase by 10% compared to last year, reaching up to R$ 7.6 billion, according to Haus’s projection, Stefanini Group’s marketing platform. It is a promising scenario for retailers, and it’s expected that they implement strategies to attract the increasingly demanding audience.
According to Bruno de Oliveira, CEO of Ecommerce na Prática and VP of Education at Nuvemshop, Black Friday is one of the most significant dates for retailers which is already very active: from January to July this year alone, online sales grew by 18.7%, amounting to R$ 160.3 billion, according to the 50th edition of the Webshoppers report produced by NIQ Ebit.
The expert’s recommendation is to use the entire month for sales (referred to as Black November) to avoid competing for consumer attention on just one day. Oliveira suggests the best strategy is to offer different promotions every week or even progressive ones, providing more sales opportunities and more offers.
“Black Friday is undoubtedly one of the most important dates for retail, and companies need to dedicate themselves to make the most of it. By implementing a solid Black Friday strategy and post-sale follow-up, it is possible to extend the results into Christmas, boosting end-of-year sales,” emphasized.
Considering how to enhance the customer experience and sell more on one of the most anticipated dates of the year, we have gathered tips from some experts. Check it out!
Integration of technologies
According to Juliana Giovanini, CEO of Nexaas, a retail tech company specialized in solutions for the retail industry, the integration of online and offline channels are strong allies for the event, as they are changing the consumer behavior analysis.
“These tools allow the collection and processing of large volumes of data. Based on this information, they provide much more accurate product recommendations. Their use increases the likelihood of conversion and makes the consumer feel valued,” she comments.
However, she emphasizes the importance of preparing for Black Friday, not just waiting for it to happen. “In addition to seeking a significant increase in transactions, merchants also need to strengthen relationships with customers, ensuring a personalized and seamless experience. All of this needs to come with advance planning, strategic delivery organization, and the adoption of technological innovations,” she explains.
Payment methods
The moment of finalizing the purchase is one of the most critical points in the journey. The checkout, as the moment when the customer fills in the data and makes the payment is known, needs to work well for this experience to be positive. The expectation of consumers, new and old, is that everything should be instantaneous.
“The customer expects making an online purchase to be fast, without any complications. When you frustrate this user, they can become a detractor of your brand, and no one wants that. So, special dates with high transaction volumes require preparation and better support,” says the partner and founder of Aarin, the first tech-fin hub specialized in Pix and embedded finance, Ticiana Amorim.
According to the specialist, e-commerce, marketplaces, and online stores need to go beyond. “It is necessary to provide a unique experience for this customer, with the greatest number of possible payment methods, within the purchase journey, avoiding taking them out of the platform to complete the transaction,” she emphasizes.
