In addition to boosting sales with attractive offers, Black Friday and Cyber Monday represented a strategic opportunity for retailers to reassess their operations, analyze the results of the campaigns and plan the end-of-year sales and the offers for next year. For the Integrated Store, reference in automation and data intelligence for e-commerce, the dynamism of e-commerce demands a continuous investment in smart solutions for operational efficiency
"The end of the year is the ideal time to reassess suppliers", adjust commercial conditions and implement strategies that ensure higher margins and greater competitiveness in the market, says Victor Popper, CEO of Loja Integrada
In 2024, Black Friday generated R$ 4,27 billion in online sales just on Friday, a growth of 8,4% compared to the previous year, according to data from Neotrust Confi. With the rise of digital consumption, retailers have valuable data available about their consumers' profiles, that can be used to create personalized and lasting actions. "Strategies such as progressive discounts", personalized messages, recovery of abandoned carts and special conditions help strengthen the customer base and maintain a constant flow of sales in e-commerce, Victor stands out
Here are four strategies that can help keep sales warm in the coming year, according to Loja Integrada
1. Adoption of progressive discounts
Progressive discounts stand out as a powerful tool to increase the average ticket and engage customers. This strategy encourages the consumer to buy more to obtain proportional benefits, such as larger discounts or special conditions
Example: 5% for purchases over R$ 100, 10% above R$ 200 and 15% above R$ 300. According to a study of theActiveCampaign, the progressive discount can increase the average order value (AOV) by up to 50% compared to orders without incentives. In addition to boosting revenue, this approach is ideal for moving remaining stock from the year and providing a rewarding shopping experience.
2. Personalized messages with consumption behavior
Personalized messaging tools allow sending emails or messages via WhatsApp based on purchasing and browsing behavior, increasing the conversion potential through the established connection. Exclusive offers, like free shipping or special discounts for those who purchased during Black Friday, they are ways to invite the consumer to return and explore new products.
3. Recovery of abandoned carts
Black Friday highlighted one of the main challenges of e-commerce: abandoned carts. In 2024, a survey by the Baymard Institute indicated that the global average cart abandonment rate reaches 70%. To face this problem, Loja Integrada offers a recovery feature that goes beyond automatic reminders to complete unfinished purchases, reaching out to customers who have shown interest in products, even without adding them to the cart. In 2024, this tool helped retailers recover over R$ 30 million in sales
4. Special conditions for loyal customers
Exclusive promotions do not need to be limited to seasonalities. To maintain engagement, retailers can offer advantages for recurring purchases or loyalty programs, how the automation of points through purchases for exchange for rewards. Communication can also be personalized for this customer segment to maintain ongoing contact, gifting with birthday benefits, store evaluation, friend referrals and other occasions
With automation, retailers optimize operational tasks and focus on strategies that increase engagement. The data allows for more assertive decisions, from the selection of promotions to the segmentation of campaigns. This combination is the differentiator to boost sales and retain customers sustainably, concludes Victor Popper
