Black Friday 2024: check out 6 good practices in reverse logistics for the success of the date

Black Friday 2024, scheduled for November 29, promises to be one of the largest in history. In 2023, the date moved R$ 5.2 billion in sales in Brazil, with 68% of consumers participating in promotions, according to a survey by Opinion Box. Among these, 43% made their purchases exclusively online, consolidating e-commerce as a central piece for business. The expectation for 2024 is that this number will grow even more, with consumers planning to spend between R$ 600 and R100,000.

This increase in sales brings with it an even greater challenge: reverse logistics, the process of returning and exchanging goods, is a critical point for customer satisfaction in the after-sales. In 2023, approximately 7% of online purchases were returned or exchanged, according to data from the E-Shopper Barometer 2023 report, Jadlog. Although it seems similar to conventional logistics, the reverse operates with different levels of urgency, professionals and equipment.

“A reverse logistics cannot be treated as more of the same”, says Leandro Santoro, founding partner of Conecta Cargo.“A simple analogy is when we compare doctors and treatments. Imagine you have a headache (you will need a type of doctor, a set of tests and a specific urgency. But if you are experiencing a heart attack, the level of urgency, the equipment and the professionals needed will be completely different. One can not simply call everything “medical”, although both are in the same category”, explains the specialist.

In reverse, the differences are equally crucial.It requires specialized professionals, differentiated equipment and often levels of urgency that normal logistics does not have. For example, when it comes to the return of large equipment (a focus of Conecta Cargo & I.E., it is common that it is necessary to schedule the collection, and delays can generate an even more frustrating experience for the customer, who is already disappointed at the time when he asks for return or exchange.“In addition, handling these items requires extra care, such as climbing stairs and dismantling products. These challenges make reverse logistics a much more complex and specific process, demanding anticipation and planning, Santoro adds.

Precisely because of the complexity and quantity of factors that involve the process, the early planning for a date of great sales flow, and consequently great reverse flow, it is essential. “It must be taken into account the volume of returns, resource planning, integration of systems and processes, training and training of teams, partnerships, tests, adjustments and contingency planning”, details Leandro. 

Preparing reverse logistics in advance helps ensure that you can handle increased returns efficiently and without compromising the customer experience, while making the most of Black Friday sales opportunities. “A well-planned strategy not only reduces costs but also strengthens consumer confidence in the” brand, says Conecta Cargo, who shares some best practices that must be followed to achieve this goal:

1. Develop clear and transparent return policies: about 70% of consumers check this policy before completing their purchases, according to Ebit|Nielsen Research.Deploy a return policy that details the process, deadlines and conditions for customers. Clarity helps reduce confusion, minimizing frustration and improving the customer experience, as well as reducing the likelihood of undue returns. “A tip is to communicate these policies transparently in e-commerce and also during the” checkout process, exemplifies Santoro. “Offering various return options, both online and in physical stores also generates greater convenience for customers”, he adds.
2. Using and integrating tracking and automation technologies: adopting automated systems that manage returns and are integrated with ERP and CRM systems is very important, as it helps to track and process returned products efficiently, reducing errors and streamlining the process. According to the Conecta Cargo expert, use data analysis tools to monitor return patterns and predict trends “allows adjust policies and processes to better meet customer needs and optimize inventory management”. 
3. Apply reintegration and resale processes: another important step is the implementation of an efficient process to reintegrate returned products into stock. “Make sure that these products are inspected and repackaged quickly to minimize downtime”, Santoro points out. Considering secondary sales channels such as outlet stores or e-commerce platforms for refurbished products can also generate additional revenue and reduce the financial impact of returns.“I again emphasize the role of automated tools in this step, as they streamline the process of replenishment and reintegration of the product into the” stock, adds the expert.
4. Conduct monitoring and continuous improvement: tracking key performance indicators, also called KPIs, such as return processing time, cost per return and reintegration rate, are part of good practices of reverse logistics. According to Santoro, collecting is indicated to collect customer feedback on the return process and adjust practices as necessary, so it is possible to analyze the reasons for returns to identify patterns and correct them. This can include from problems with product quality to failures in transportation or delivery. “With this information, it is possible to reduce the rate of future returns, as well as improve the overall quality of products and services”, says Santoro.
5. Implement automated solutions for scheduling home collections: to avoid frustrations and increase the efficiency of reverse logistics, the prior scheduling of home collections is essential. “This ensures that the customer is prepared at the time of collection, reducing the failure rate and increasing satisfaction. With trimBOT, chat developed by Conecta Cargo, we can resolve disagreements quickly and turn unproductive visits into effective collections”, explains the company's founding partner.The tool, integrated with WhatsApp, allows customers to schedule their collections in a practical and automated way, in addition to offering direct service and support to drivers, minimizing failures in the process. 
6. Strategic partnerships with logistics operators: working with carriers and logistics operators specialized in returns can speed up the process and ensure that the customer has a good experience, even in case of exchange or return of product.“Practice can transform the return experience for the customer.These partners have the expertise and resources to manage returns more efficiently, ensuring a more fluid and satisfactory” experience, concludes the expert.