Over the years, Black Friday has gone from being limited to a single Friday of discounts, extending throughout the month and is now calledBlack NovemberWith the proximity of this very important event for retail, Rcell, one of the largest technology distributors in the country, conducted a proprietary survey with the main regional retailers from 13 states in Brazil.
The results indicate the importance ofmarketing actions to maximize results. Among the most effective channels for promoting Black Friday offers, according to the survey,100% of companies highlight their presence on social media as fundamental, while56% consider WhatsAppa valuable tool, and25% bet on email marketing.
“Black November this year is the great opportunity for Brazilian retailers, both to increase their revenues and to strengthen their brands in the market. Positive expectations prevail, and the data we collect show that, with strategic planning and efficient use of marketing tools, retail can achieve significant results on this highly anticipated date.", says Alexandre Della Volpe Elias, CMO of Grupo Rcell."
Another relevant fact about theadvertising channels used by companies during Black Fridayreveals that87%of them invest in communication on their websites (e-commerce)as the main means of promotion. TheInstagramis used by 81%, closely followed by WhatsApp,with75%. The Facebook also has a strong presence, being used by62%of companies, while email marketing appears with56%. Newer platforms such asYouTube (31%) and TikTok (25%)are gaining ground, reflecting the diversification of digital marketing strategies on the most important retail date.
Regarding measuring customer satisfaction during Black Friday,56%of companies use satisfaction surveys and direct feedback for this purpose, while43,8%They do not perform this measurement. When it comes to the customer experience, companies significantly prioritize theclarity and transparency in communicating offers, agility in logistics, attractive payment terms and training of the sales team.
In the comparison between Black Friday 2022 and 2023, companies observed an increase in the participation ofonline sales and the average ticket of purchases made. To maintain customer engagement throughout the year after Black Friday, companies use strategies such asactive telemarketing for new offers, CRM for relationship management and WhatsApp for direct communication.
Although investing in digital marketing strategies, along with focusing on the customer experience, stands out as a differentiator for retailers preparing for this competitive period, adjusting offerings to the new landscape of consumer demands. This proves to be even more advantageous for maximizing sales, making Black November not only a profitable event but also aligned with emerging trends. "The combination of strategies and anticipation of new consumer behaviors can ensure much more significant results," concludes Elias.
