Black Friday 2024 is approaching with enormous business potential, confirmed by estimates from the confidential data intelligence ecosystem Geotrust, which predicts a turnover of around R$9.3 billion this year.
Traditionally associated with aggressive discounts and high product turnover, the date has become a strategic opportunity for brands across various sectors, aiming not only to boost sales but also to build customer loyalty. Data from Bain & Company shows that loyal customers account for 67% of a brand's revenue, reinforcing the importance of cultivating this relationship. So, while consumers wait for discounts, companies prepare to offer positive and memorable shopping experiences, from easy website navigation to quick customer service.
A strategy that has grown considerably in Brazil to promote a lasting relationship between brands and consumers are loyalty programs, which offer several opportunities to strengthen this bond, such as access to exclusive promotions, in addition to attractive cashbacks to encourage purchases even after the promotion period.
Experts give tips to encourage customer purchases on Black Friday this year
“Consumers generally use Black Friday to discover new brands. However, it is important for retailers to also be aware of the fact that 51% of people only buy from stores where they have previously purchased from. In this sense, the date is important for acquiring new customers, building loyalty and recovering inactive customers,” explains Pedro Ivo, professor at Fundação Dom Cabral and partner and director of Dito CRM.
Deborah Daloia, loyalty and partnership specialist, recommends that companies take advantage of these opportunities to reactivate customers and strengthen loyalty. "Well-targeted campaigns during these occasions can generate a positive impact and demonstrate to consumers the value of being part of a loyalty program," he/she/they highlights.
For Marco Leite, Partnerships Manager at Azul Linhas Aéreas, the date provides an opportunity to run promotions to value active customers, reinforcing the commitment to appreciation and loyalty. Take the opportunity to offer a larger discount to those who are already on their second, third, or fourth purchase, for example. It's important to attract new customers, but don't forget to value those who are already part of your ecosystem.
Businesses seek customer loyalty solutions to increase revenue
In this quest to find the path to efficient customer loyalty, companies like Alloyal provide the market with a technological solution capable of generating more sales for companies, through user engagement and retention.
"Black Friday is not only an opportunity to sell but also to build a stronger customer base," comments Aluísio Cirino, CEO of Alloyal. With good engagement strategies, brands can turn this first purchase into the beginning of loyalty.
With the Alloyal platform, it is possible to use features such as point programs, cashback, sweepstakes, discount clubs, and customer segmentation to increase engagement. The operation is simple: the company joins the app, which allows the creation of a fully customized loyalty club with your brand's identity. Instantly, customers have access to over 25,000 partner establishments with exclusive discounts, including Booking, iPlace, Kabum, Boticário, Nike, and C&A. With each new transaction, customers accumulate benefits for future purchases, encouraging their loyalty.
In this way, the CEO of Alloyal comments that Black Friday is not just an opportunity for immediate sales, but also a chance to plan the relationship with customers for future editions. It is important to start thinking now about selling to these customers on next year's Black Friday.
Furthermore, with technology, it is still possible to understand your audience's behaviors and thus offer attractive discounts and a differentiated shopping experience. "A loyalty program, in this context, is a strategic tool to win loyal customers," affirms the CEO.
And everyone wins. It is estimated that the Alloyal platform has already provided R$ 68 million in savings for its 8 million users, in addition to over R$ 100 million in sales for the client companies.
Currently, the startup has also distributed over R$ 3 million in cashback. The largest percentage increases in cashback between Black Friday 2023 and 2024 were granted by Leroy Merlin, which went from 5% to 8%, Vivara, which had a significant increase from 3.5% to 6%, and Booking, which went from 1% to 3%.
The platform projects that the sale of home appliances will once again lead sales during Black Friday 2024, as in 2023, when it accounted for 78.3% of the volume of online purchases.
