With the arrival of the end of the year, companies across the country are intensifying their preparations for the sales season, which includes Black Friday, Christmas, and Cyber Monday. In 2023, Infobip, a global cloud communication platform, processed 2.7 million mobile interactions during Black Friday and 2.5 million on Cyber Monday, signaling the growing role of mobile technologies in sales. Infobip specialists project that in 2024, investment in mobile communication tools will grow even more, following the importance of smartphones as a purchasing channel for millions of consumers in Brazil.
According to a recent study conducted by the company in Brazil, 43% of respondents said they enjoy interacting with chatbots, and 64% agreed that it is more efficient to start a conversation with a chatbot and, if necessary, transfer to a representative. "The rise of automated customer service is due to several factors. From basic benefits such as 24/7 availability and instant responses to companies' efforts to improve this technology and provide the best customer experience. During times of high demand, especially for sales through messaging, chatbots are an excellent alternative to improve performance," explains Bárbara Kohut, Latam product specialist at Infobip.
With various tools available, cell phones have become true allies for retailers in promoting and purchasing products and services. In this context, social networks, especially WhatsApp, also gained strength. "For year-end shopping, people seek convenience. With the increase in Black Friday promotions, the volume of customers is naturally higher, and therefore, companies must be prepared to serve them by providing a seamless shopping experience, where products can be purchased with just a few taps on the smartphone screen," explains Bárbara.
Fixing problems and knowing your audience
Although they are more accepted today, chatbots still present some difficulties that need to be studied by the companies using the tool to assist in their sales. According to Infobip's research, 53% of respondents reported that a difficulty virtual assistants have in understanding the context of their problems is an inconvenience. In a mobile environment, this type of obstacle is a strong competitor to prevent the consumer from giving up on asking a question, being truly helped, or even purchasing the product they want.
During Black Friday moments, chatbots and virtual tools should be ready to assist the consumer in the best possible way—without obstacles creating barriers between the initial communication and the purchase completion. Therefore, retailers should be attentive to their type of customer, anticipating possible communication barriers and questions that may arise.
In Brazil, 86% of consumers said they would engage more with companies if they offered more personalized service. Personalization today is key to successful campaigns. Companies need to know their audience's preferred communication channel, what type of language to use, and which product and service recommendations to make.
"It is very important for the brand to know its audience, understand which age group they belong to, and their main preferences," emphasizes Bárbara. "In this way, it is possible to create more effective communication strategies that demonstrate appreciation and concern for the customer's opinion and tastes — which will translate into good sales results," he concludes.
