After two years of warm movement, this year's Black Friday promises significant transformations, with an increase of 10% in total revenues expected to move up to R$ 7.6 billion % and a growth of 14% in the number of orders. These trends were revealed in a study conducted by the companies of the Stefanini Group.
While sales volume is increasing, data shows that the average ticket is expected to fall by 4%. This suggests that, despite people continuing to buy, they will spend less per transaction compared to previous years, reflecting consumer caution and requiring retailers to develop more elaborate sales strategies.
According to expert William Santos, commercial director of VarejOnline, a company specialized in technology for store management, franchises and points of sale (POS), the secret to obtaining a high turnover in this period, even with the most moderate consumers, lies in the combination of effective marketing strategies, inventory management and customer experience.
One of the first recommended steps is the anticipation of promotional actions. “Start preparing the public weeks before with teasers and exclusive offers for registered customers can create an expectation that translates into expressive sales”, he says.
In addition, data analysis from previous editions can provide insights to set prices and identify products with greater sales potential. The use of ERP (Enterprise Resource Planning) systems allows retailers to make decisions based on this accurate information, from inventory management to the customization of offers for different customer segments.
“An efficient ERP can integrate all store operations, from purchase to sale, optimizing logistics and ensuring that the right products are available at the right time”, continues Santos. With these tools, you can quickly adjust pricing strategies and promotions, maximize profitability and improve the customer experience.
Retailers who closely monitor demand and maintain a balance between supply and demand tend to avoid disruption issues by ensuring that the most desired items are always available.
“Finally, the customer experience, whether in the physical or digital environment, cannot be neglected. Investing in a fluid buying journey, with fast and efficient service, can be the differential that turns a one-off sale into a lasting relationship with the customer. For online retail, this includes ensuring that the site is optimized for heavy traffic and that payment and delivery options are clear and varied”.
