Criteo provides strategic tips for Black Friday and year-end sales 

With the strengthening of the Brazilian economy and the heated labor market with more than 102 million Brazilian employees, according to IBGE data, consumers enter the final stretch of the year with more security to buy. The scenario favors retail, but it also requires marketers and sales professionals to be prepared to deal with increasingly fluid buying behavior: customers no longer follow a funnel, but move between content platforms, apps, social network reels and brand websites, which makes it more difficult to predict when and where to interact with them.

In a high-competition environment, it is essential that marketers are aligned from planning to execution. To help them, Tiago Cardoso, general director of Criteo In Brazil, the global platform that connects the trade ecosystem, prepared strategic tips for companies to consider before and during the high sales season.

Performance

Prioritize the goals already set and have strategic flexibility throughout the season:

• Set targets and KPIs specific for each channel (eg revenue, ROAS, conversion).
• Assess whether there is room for flexibility in the established goals.
• Plan if the investment will be increased at some stage of the season.
• Distribute the investment based on the most strategic dates for your business.

Campaigns

Ensure your campaigns are aligned with the calendar and prepared for quick change:

• Map the launch of new products and have planned support.
• Create a list of priorities for possible changes in the market.
• Analyze the results of previous years campaigns to understand the efficiency of each strategy.
• List which campaigns will be activated this season and considers that they are different from other campaigns on the market and competitors.
• Evaluate whether there will be campaign variations at different stages of the season.
• Consider promotions and strategies from partner retailers.

budget

Plan based on historical data, but be agile to act at critical times:

• Use the previous year's history as a basis for projections and goal setting.
• Reserve an emergency budget for crucial dates such as Black Friday, Cyber Week, and Christmas.
• Distribute the budget between the stages of the season according to the expected impact.
• Evaluate the possibility of securing additional investment based on performance.

transaction

Monitor frequently and prepare to act based on the collected data:

• Create specific reports for the hottest dates.
• Review the reports from previous years to understand what worked and what needs attention.
• Determine what questions the reports need to answer at the end of the quarter.
• Establish a clear process for urgent adjustments.

As consumer confidence grows and competition intensifies, marketers who adopt agility, data-oriented decisions and fluid collaboration with partners will be better positioned to win this holiday season. By putting strategies into practice and being prepared to adapt, brands can maximize performance at the top buying moments and build stronger and more lasting relationships with their customers next year.