Strategic opportunity for entrepreneurs, sales and marketing teams, Black Friday takes place on November 29th and promises an increase in sales results compared to last year. According to a Wake survey conducted in partnership with Opinion Box, about 66% of Brazilians plan to make purchases during the event.
The event is not just about discounts, but involves the creation of smart, creative, and results-oriented campaigns. With so much competition in the digital market, preparing in advance and using efficient tools is essential to ensure success. For Marcell Rosa, sales specialist atCleverTap, a digital marketing platform specialized in user retention and engagement, "it's not enough to offer the best price. Brands that create a personalized experience, anticipating consumers' needs and desires, are ahead of the competition. Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference."
According to Marcell Rosa, there are 5 essential steps to successful sales during Black Friday.
- Start your campaign as early as possible
Although Black Friday officially takes place in November, the race for consumer attention begins much earlier. Marcell Rosa recommends that companies start working on their campaigns a few weeks before the date. "The modern consumer is increasingly informed and selective. Those who start engaging their audience before the big event manage to build a relationship of trust and secure more significant sales," he comments.
Marcell's tip is to use this advance to build a personalized journey. Use emails, social media, and push notifications to remind the audience about the products they are interested in and offer valuable content that keeps the brand on their radar.
- Don’t just focus on the discount – offer value
Although Black Friday is synonymous with great discounts, Rosa warns that the modern consumer values more than just low prices: "Brands need to focus on creating value. This can be achieved with free shipping, exceptional customer service, exclusivity, or partnerships that enhance the shopping experience." He emphasizes that, in addition to discounts, it is also interesting to consider exclusive gifts, promotional packages, or loyalty programs that make the customer feel special. Creating a sense of urgency with limited campaigns can also be a great strategy to increase conversion.
- The mobile experience cannot be neglected
On Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales on that day. Therefore, having a strategy focused on mobile is not just an advantage, but a necessity. "The mobile is at the center of the consumer's journey. Brands need to ensure that their websites and apps are optimized for a fast and smooth experience. Nothing drives a consumer away more than a slow website or a complicated checkout process," warns Rosa. Furthermore, investing in campaigns that utilize push notifications, SMS marketing, and even dedicated apps can ensure greater engagement and conversion during the event.
- Use data to create smart segmentation
Segmentation is essential for creating successful campaigns. Instead of launching generalized offers, Rosa suggests using data and artificial intelligence to understand users' preferences and behavior. Marketing platforms, such as CleverTap, allow brands to analyze consumer behavior and create campaigns based on accurate data. This enables brands to deliver the right message, at the right time, to the right audience.
Rosa indicates that personalized offers, based on purchase history or items customers have recently viewed, are more likely to convert. This helps optimize return on investment (ROI) and also increases the post-Black Friday retention rate, creating a lasting bond with the consumer.
- Measure, adjust, and move on – the work doesn’t end on Black Friday
According to Rosa, one of the biggest traps is believing that work ends at the end of Black Friday. Monitoring results and adjusting campaigns are essential to ensure sales continue after the event. Brands that continue to communicate relevantly with their customers after Black Friday tend to have higher retention.
Use the following weeks to analyze what worked, adjust the Christmas campaigns, and retain the new customers gained. "Black Friday is not just about the day itself, but about how you use this event to grow your long-term customer base," concludes Rosa.
With Black Friday establishing itself as the main sales event on the retail calendar, it is crucial for entrepreneurs and marketing professionals to develop well-planned campaigns, data-driven, and focused on the consumer experience. Anticipate, personalize offers, invest in mobile, and maintain the relationship after the date are essential strategies not only to increase sales but also to win consumer loyalty.
"Black Friday is a marathon, not a 100-meter race," emphasizes Marcell Rosa. "Success goes to those who understand the customer and create a unique and memorable experience."
