Black Friday sales in 2024 are expected to increase by 10% compared to last year, reaching up to R$ 7.6 billion, according to Haus, the marketing platform of the Stefanini Group. It is a promising scenario for retail, and it is expected that retailers will implement strategies to attract the increasingly demanding audience.
For Bruno de Oliveira, CEO ofEcommerce in Practiceand VP of Education Nuvemshop, Black Friday is one of the dates that moves the retail sector the most, which is already quite busy: from January to July this year alone, online sales grew 18.7%, representing R$ 160.3 billion, according to the 50th edition of thereportWebshoppers, produced by NIQ Ebit.
The specialist's recommendation is to use the entire month to sell (the so-called Black November), to avoid competing for consumers' attention in just one day. For Oliveira, the best is to use the strategy of offering differentiated promotions each week or even progressive ones, providing more sales opportunities and more offers.
"Black Friday is undoubtedly one of the most important dates for retail, and companies need to dedicate themselves and make the most of it. By working on the Black Friday strategy and post-sale, it is also possible to extend the results to Christmas, boosting year-end sales," he highlights.
Thinking about how to improve the consumer experience and sell more on one of the most anticipated dates of the year, we gathered tips from some experts. Check it out!
Technology integration
For Juliana Giovanini, CEO ofNexas, retail tech specialized in retail solutions, the integration of online and offline channels are strong allies for the date, as they are transforming the analysis of consumer behavior.
“These tools allow the collection and processing of large volumes of data, and based on this information, they offer much more accurate product recommendations. Their use increases the likelihood of conversion and makes the consumer feel valued,” he comments.
However, she emphasizes that it is necessary to prepare for Black Friday, not just wait for it to happen. "In addition to seeking a significant increase in transactions, merchants also need to strengthen their relationship with consumers, ensuring a personalized and seamless experience. All of this must come with prior planning, strategic organization of deliveries, and the adoption of technological innovations," he explains.
Payment methods
The moment of completing the purchase is one of the most critical points in the journey. The checkout, as it is called the moment when the customer fills in the details and makes the payment, needs to work well to ensure a positive experience. The expectation of consumers, new and old, is that everything is instant.
"The customer expects online shopping to be quick and hassle-free. When you frustrate this user, they can become a detractor of your brand, and no one wants that. Therefore, special dates with high transaction volumes require preparation and better support," says Ticiana Amorim, partner and founder of Aarin, the first tech-fin hub specialized in Pix and embedded finance.
For the specialist, e-commerce, marketplaces, and online stores must go beyond. "It is necessary to provide a unique experience for this customer, with the greatest number of payment methods possible, within the purchase journey, avoiding taking them off the platform to complete the transaction," he emphasizes.
