Black Friday, along with Christmas, remains one of the most relevant dates for Brazilian retail, responsible for boosting sales and expanding the customer base. In 2025, the event will be celebrated on November 28. Retailers have the opportunity to take advantage of increased consumption to structure strategic post-sales actions.
According to Confi.Neotrust, between Thursday (28) and Friday (29) of November 2024, Brazilian e-commerce revenue reached R$5.97 billion, with an average ticket of R$180.70. Specifically on Friday, revenue was R$4.27 billion, representing an 8.4% growth compared to the same period last year.
This sales volume generates a database of new customers who, if well served after Black Friday, can become loyal brand consumers. The period includes the weeks following the event, the entire month of December, and extends into the first days of January. It’s the ideal time to strengthen the relationship with the consumer and offer quality support.
Develop a strategic and personalized post-sales approach
Start with personalized service: contact customers to check if they are satisfied with the products and if they need support. Small gestures, such as thank-you messages, reinforce care for the consumer and show that the brand values the customer experience.
Additionally, invest in clear internal processes, such as reverse logistics and exchange policies. Facilitating returns or product replacements builds trust and prevents frustration, increasing the likelihood that the customer will return for new purchases.
Use WhatsApp Business to maintain contact
Maintaining direct contact with customers is essential in post-sales, and in this context, WhatsApp automation stands out as a practical and efficient tool for this. Unlike emails or social media, the app allows instant and interactive communication.
For example, it’s possible to send messages about order status, product usage tips, or exclusive offers. The strategy not only keeps the brand present in the consumer’s mind but also facilitates real-time resolution of doubts or issues.
The tool also allows segmenting contacts and creating broadcast lists, so each customer receives relevant information according to their profile or purchase history.
Create emotional connections with consumers
Post-sales is the perfect opportunity to show that the company cares about customer satisfaction. A simple usage tutorial or tips to better enjoy the purchased product transforms the purchase into a more positive experience.
The emotional connection helps differentiate the brand in a competitive market and encourages the consumer to return to the e-commerce not only motivated by prices but by trust and the relationship.
Invest in cross-selling and product recommendations
Cross-selling is a classic strategy that can be highly profitable. It consists of offering complementary products or services to the purchase made on Black Friday, increasing the average ticket and adding value to the customer’s shopping journey.
If the consumer bought a smartphone, it’s recommended to suggest accessories like headphones, cases, or portable chargers. It works best when the products are directly related to the original purchase to maintain relevance. Besides generating additional revenue, cross-selling demonstrates care for the customer’s needs, which encourages a pleasant perception of the brand.
Request feedback and offer exclusive benefits
Listening to the consumer is one of the simplest and most effective ways to improve processes and earn loyalty. Requesting feedback about the shopping journey helps identify improvement points and shows that the company values customer opinions.
Another suggestion is to reward customers who participated in Black Friday. Consider loyalty programs, discount coupons, or exclusive gifts to create concrete reasons for the consumer to return to the site.
