Black Friday 2025 is approaching and, as every year, it is expected to generate billions in Brazilian retail. In 2024, according to Neotrust/Confi, the event generated R$ 24.9 billion in revenue, an increase of 10.7% compared to the previous year, with 18.2 million products sold. This year, a Google survey in partnership with Offerwise indicates that 89% of consumers intend to shop on the date, which is why retailers' preparation must go beyond discounts.
A key differentiator gaining strength this year is the even greater and more consolidated influence of artificial intelligence, both in supporting consumers in purchasing decisions and retailers in the task force for the holiday season.
“During Black Friday, every step needs to be very well planned. The game is no longer just about price. It focuses on efficiency and intelligence. AI, for example, should be used to optimize, not just automate. It is what helps predict demand, personalize offers, and ensure margin in a highly competitive scenario. Furthermore, the date requires retailers to be ready to serve the customer wherever they are — whether in the physical store, e-commerce, marketplace, or social media. And with the arrival of AI in the consumer's daily life, the scenario is even more complex, as platforms like ChatGPT are becoming another retail channel. That's why omnichannel is no longer a trend, it's a requirement to compete,” says Elói Prado de Assis, Executive Director of Retail Products at TOTVS.
Check out 8 practical tips to achieve maximum performance through the intelligent use of technology and further expand results on Black Friday:
1. Organize a “War Room” for quick responses: Integrated protocols and alerts between sales, customer service, and logistics reduce response time and prevent losses. As a technological foundation, a robust management system is essential. TOTVS Retail Stores – Protheus Line unifies back-office, inventory control, assisted sales, exchanges, and returns in a single place, reducing operational errors.
2. Project margin by channel and discount: Pricing needs to be strategic. It is necessary to map costs and fees for each channel to define sustainable discounts in each one. Therefore, it is important to have solutions that integrate your POS to the main e-commerce platforms and the back-office of stores, such as VarejOnline by TOTVS.
3. Unify the shopping experience across all channels: The customer wants the flexibility to shop wherever they want, in the physical store, on the website, in the app, or on marketplaces. Therefore, the POS needs to be connected to all these channels and reflect, in real-time, information on inventory, prices, and promotions. TOTVS Retail Omni POS allows this complete integration, ensuring a smooth and consistent experience for the consumer, and more agility in sales operations and customer service.
4. Personalize offers to preserve margin: Massive discounts compromise profitability. The use of recommendation engines and data analysis via AI are crucial for targeting promotions to specific customer profiles, increasing conversion rates without sacrificing margin. RD Station Marketing is a solution that allows segmenting the customer base according to behavior, history, and engagement, automating campaigns and personalized offers.
5. Prepare for Agentic Commerce: AI platforms are becoming a new sales channel. The retailer needs to optimize the information, images, and descriptions of their products to ensure their presence in the purchase suggestions of these environments. Ideal for consolidating product content and distributing it to multiple channels, the TOTVS Marketplace Integrator, centralizes online order operations, increases sales, and ensures better results.
6. Integrate customer management and campaigns: Tracking the complete customer cycle, from the first contact to after-sales, is essential to increase conversion and loyalty. Combining CRM and marketing automation allows aligning teams, maintaining a relationship history, and generating insights into purchasing behavior. With RD Station CRM, it is possible to centralize information, automate commercial processes, and connect marketing and sales, strengthening the ongoing relationship.
7. Plan intelligent logistics: The balance between available inventory and storage costs depends on accurate demand forecasts and efficient logistics operations. Automating the control of product entry, exit, and movement is essential to reduce stockouts and excesses. TOTVS WMS SaaS and our Logistics Suite optimize warehouse management, with complete traceability, ERP integration, and real-time visibility, enabling more agile and strategic logistics.
8. Leverage channels like WhatsApp: Agile and personalized communication is decisive for strengthening customer relationships and accelerating conversion. Today, being present on WhatsApp ensures quick responses and increases trust in the purchase journey. RD Station Conversations is a solution that centralizes customer service, organizes interactions, and integrates marketing and sales data, enabling efficient and continuous communication at all touchpoints.
