In addition to boosting sales with attractive offers, Black Friday and Cyber Monday represented a strategic opportunity for retailers to reevaluate their operations, analyze campaign results, and plan for year-end sales and next year's offers. For Loja Integrada, a leader in automation and data intelligence for e-commerce, the dynamism of e-commerce requires continuous investment in intelligent solutions to improve operational efficiency.
“The end of the year is the ideal time to reevaluate suppliers, adjust commercial conditions and implement strategies that guarantee 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 on Friday alone, an 8.4% increase compared to the previous year, according to Neotrust Confi data. With the rise of digital consumption, retailers have access to valuable data about their consumers' profiles, which can be used to create personalized and lasting actions. "Strategies such as progressive discounts, personalized messages, abandoned cart recovery, and special conditions help strengthen the customer base and maintain a steady flow of sales in e-commerce," highlights Victor.
Here are four strategies that can help keep sales buoyant next 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.
Exemplo: 5% para compras acima de R$ 100, 10% acima de R$ 200 e 15% acima de R$ 300. According to a study of theActiveCampaignThe progressive discount can increase the average order value (AOV) by up to 50% when compared to orders without incentives. In addition to boosting revenue, this approach is ideal for moving remaining stocks of the year and providing a rewarding shopping experience.
2. Personalized messages with consumer behavior
Custom messaging tools allow sending emails or WhatsApp messages based on purchasing and browsing behavior, increasing conversion potential through the established connection. Exclusive offers, such as free shipping or special discounts for those who shopped during Black Friday, are ways to invite the consumer to return and explore new products.
3. Abandoned Cart Recovery
Black Friday highlighted one of the main challenges of e-commerce: abandoned shopping carts. In 2024, a survey by the Baymard Institute indicated that the global average cart abandonment rate reaches 70%. To address this problem, Loja Integrada offers a recovery feature that goes beyond automatic reminders to complete unfinished purchases, also reaching 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 seasonal periods. To maintain engagement, retailers can offer benefits for recurring purchases or loyalty programs, such as automating points per purchase for redemption rewards. Communication can also be personalized for this customer segment to maintain regular contact, offering benefits such as birthday wishes, store evaluations, friend referrals, and other occasions.
“With automation, retailers optimize operational tasks and focus on strategies that increase engagement. Data allows for more assertive decisions, from choosing promotions to segmenting campaigns. This combination is the difference to boost sales and build customer loyalty in a sustainable way”, concludes Victor Popper.
