One of the most anticipated dates for this year's 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 shop during the date. This means,according to the Haus platform, an order volume 14% higher
From a strategic point of view, Black Friday symbolizes an opportunity to strengthen the relationship with customers. For the sales specialist at CleverTap, Marcell Rosa, personalization can be one of the strategic differentiators for the date: "Brands that create a personalized experience, that anticipate the needs and desires of consumers, are ahead of the competition. "Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference"
On Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales. What, for Rosa, it means that having a mobile-focused strategy is not just an advantage, but another necessity. "The mobile is at the center of the consumer 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 purchasing process", alert Marcell Rosa,General Manager and Vice President of Sales Latam ofCleverTap, digital marketing platform specialized in user retention and engagement.
To ensure prominence on the date, Erich Casagrande, marketing leader and SEO specialist ofSemrushBR, highlights the importance of precise strategies: "Seeing Google as a digital showcase is essential: if you are not found, the customer simply does not enter. Black Friday is not just about price, it's about visibility. This means reviewing product descriptions, optimize images, and insert strategic keywords for each stage of the customer journey. Improve the digital experience, from technical aspects to content, "it is essential to ensure positioning and conversions".
Furthermore, the date is an excellent opportunity to develop unconventional actions to attract and retain customers. For Rafael Pinto, Fulfillment Director of Daki, complete online marketplace app and a reference for ultra-fast deliveries, Black Friday is a great opportunity for companies to strengthen connections with consumers and expand sales in the retail sector. That's why, 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 a flawless operation and experience from start to finish, even in a high demand scenario, comment.
With a strategy that aims to engage consumers through actions that encourage repurchase 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 raffle", in which it is possible to compete for various prizes, including a brand new car, that will extend throughout the entire month. Our goal is to strengthen our value proposition while further expanding our customer base, highlights
And to apply a good strategy and take advantage of the opportunity, it is necessary to define 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 or to start your campaign as early as the beginning of the month", increasing the time of offers. Regardless of which period you choose for your campaign, defining a start and end date is essential. This defined period impacts several crucial aspects, how inventory management, the need for temporary hiring, logistical planning and marketing strategies.”
An important insight is that Black Friday has become a strategic moment for businesses, especially, in retail, where valuable opportunities arise to test new marketing approaches and analyze consumer behavior in a high-visibility campaign. "In this period, the customer is exposed to more intense communication, what allows us to present our products in a differentiated way. We reinforced the stock and integrated strategies such as partnerships with influencers, progressive discounts and a very well-prepared operation to handle the increase in sales flow, says Eduardo Abichequer, CEO of the startupYoolof sustainable and minimalist sneakers
"In terms of strategy", we also realized that it is possible to apply common techniques in infoproducts in retail, creating a more attractive and personalized shopping journey. In Yuool, this year, we will offer personalized discounts for each customer journey, what provides the consumer with a real advantage by knowing our sneakers and becoming our customer, affirms. About organization and the opportunity to ensure effectiveness in purchases, the CEO still indicates: "Black Friday starts to be planned five, six months before, aiming to maximize awareness and ensure that, until the big day, the client has been effectively impacted, reinforcing our commitment to providing a unique and valuable experience, concludes Abichequer
Finally, it is worth noting that the year-end shopping season is an opportunity to attract consumers who are already starting to plan weeks before the big promotions.According to Maria Fernanda Antunes Junqueira, co-founder and Managing Director of Atolls in Latin America – group to which Cuponation belongs, reference in coupons and discounts -, the current consumer is more strategic and aware than ever. He conducts research, compare prices and use various tools to maximize your purchasing power. In this scenario, the offer of discount coupons becomes a powerful strategy to capture the attention of customers who are already prepared and engaged in the shopping planning phase. The discount coupon offers a clear way of benefiting the consumer, making him feel the real sensation of making a good deal, concludes
