Black Friday: O que esse momento pode significar para um negócio?

One of the most anticipated dates for this year-end, Black Friday takes place on November 29 and promises an increase in sales results compared to last year. According to a survey by Wake, made in partnership with Opinion Box, about 66% of Brazilians plan to make purchases during the date. This means, according to the Haus platform, a volume of orders 14% higher.

From a strategic point of view, Black Friday symbolizes an opportunity to strengthen the relationship with customers. For CleverTap sales specialist Marcell Rosa, personalization can be one of the strategic differentiators for the date: “Brands that create a personalized experience, which anticipate the needs and desires of consumers, are ahead of the competition. Understanding consumer behavior and using this intelligence to create targeted campaigns makes all the difference”.

At Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales. Which, for Rosa, means that having a mobile-oriented strategy is not only an advantage, but a necessity.“O mobile is at the center of the consumer journey. Brands need to ensure that their websites and applications are optimized for a fast and fluid experience. Nothing pushes a consumer away more than a slow website or a complicated buying process”, warns Marcell Rosa, General Manager and Vice President of Latam Sales CleverTap, digital marketing platform specializing in user retention and engagement. 

To ensure prominence on the date, Erich Casagrande, marketing leader and SEO expert of Semrush BR, highlights the importance of accurate strategies: “Facing Google as a digital showcase is essential: if you are not found, the customer simply does not enter. Black Friday is not only about price, it is about visibility. This means reviewing product descriptions, optimizing images, and inserting strategic keywords for each step of the customer journey. Improving the digital experience, from technical aspects to content, is essential to ensure positioning and conversions”. 

In addition, the date is an excellent opportunity to develop unconventional actions to attract and retain customers. For Rafael Pinto, director of Fullfilment of Daki, a complete online marketplace application and reference in ultra fast deliveries, “a Black Friday is a great opportunity for companies to strengthen connections with consumers and expand sales in the retail sector. Therefore, in addition to competitive prices, it is also necessary to think about how to offer other benefits that make the customer journey even more positive. Our focus is to maintain the reliability of deliveries, ensuring an impeccable operation and experience from start to finish, even in a scenario of high demand, he comments. 

With a strategy that seeks to engage consumers with actions that encourage buyback and loyalty beyond traditional promotions, the company expects to grow more than 30% in sales during the period. “This year we will hold an exclusive draw, in which it is possible to compete for several awards, including a 0km car, which will extend throughout the month. Our goal is to strengthen our value proposition while further expanding the customer base”, he highlights.

And to apply a good strategy and take advantage of the opportunity, you need to set a good schedule to ensure the success of your campaign. According to Fernanda Clarkson, CEO and Founder of SuperFrete, “, it is possible to work with promotions exclusively on the last Friday of November and start your campaign at the beginning of the month, increasing the time of offers. Regardless of which period you decide for your campaign, setting a date for start and end is fundamental. This period impacts on several crucial aspects, such as inventory management, the need for temporary hires, logistical planning and marketing strategies

An important vision is that Black Friday has become a strategic moment for business, especially in retail, where valuable opportunities arise to test new marketing approaches and analyze consumer behavior in a campaign of broad visibility. “In this period, the customer is exposed to more intense communication, which allows us to present our products in a differentiated way. We reinforce the stock and integrate strategies such as partnering with influencers, progressive discounts and an operation very well prepared to deal with the increased flow in sales”, says Eduardo Abquer, CEO of the startup Yuool sustainable and minimalist sneakers.

“In terms of strategy, we also realize that it is possible to apply common techniques in retail infoproducts, creating a more attractive and personalized shopping journey. At Yuool, this year, we will offer personalized discounts for each customer journey, which provides the consumer a real advantage to know our sneakers and become our customer”, he says, About organization and opportunity to ensure effectiveness in purchases, the CEO also indicates: “A Black Friday begins to be planned five, six months before, in order to maximize awareness and ensure that, until the big day, the customer has been effectively concluded, reinforcing our commitment to offer a unique experience and Abquer value.

Por fim, vale destacar que a temporada de compras de final de ano é uma oportunidade para atrair consumidores que já começam a se planejar semanas antes das grandes promoções. Segundo Maria Fernanda Antunes Junqueira, co-fundadora e Managing Director da Atolls na América Latina – grupo ao qual pertence o Cuponation, referência em cupons e descontos -, “o consumidor atual é mais estratégico e consciente do que nunca. Ele faz pesquisas, compara preços e utiliza diversas ferramentas para maximizar o seu poder de compra. Nesse cenário, a oferta de cupons de desconto se torna uma estratégia poderosa para capturar a atenção de clientes já preparados e engajados na fase de planejamento das compras. O cupom de desconto oferece uma forma clara de benefício ao consumidor, fazendo com que ele tenha a sensação real de estar fazendo um bom negócio”, conclui.