Brazilian retail experienced a moment of true upheaval during Black Friday. With a cumulative revenue of R$ 9,4 billion, the discount day has come to an end reaching an amount of 10,7% higher than the same period last year, according to data from Confi.Neotrust. Only on Friday, e-commerce sales hit a record, showing a growth of 8,4% in revenue compared to 2023, totaling R$ 4,27 billion. Electronics, food and everyday products stood out among the most sought-after items
In this dynamic scenario, brands invested in digital platforms and targeted actions to maximize the opportunities generated by Black Friday, demonstrating that the date is just the beginning of a relationship that can be lasting with the consumer. A Dr. Peanut, for example, it was the third most searched brand on Google during the date in the food and food products segment, according to Google Customer Solutions, and ended Black Friday 2024 as a leader in the category, recording a growth of almost 10% compared to the previous year. "We understand Black Friday as a provocation for our consumer base and also for those who do not yet know the brand". We managed to maintain our average ticket and had excellent results with actions like 'Take 3, Pay 2'. Being the third most searched brand in the food segment, the logo on the back of the panettone is something sensational and shows that our work, to make peanut butter reach all audiences, it's working. Now we will keep these clients warm with more campaigns until December, since our products reinforce that it is possible to eat well, with flavor and without guilt, says Rocky Santos, Marketing Director of Dr. Peanut
According to the survey by Blackhawk Network Brazil, gift card distribution company, Brazilians are willing to spend more in 2024, with a 27% increase in gift purchases compared to 2023. The option "buy 1, level 2, same strategy adopted by Dr. Peanut, was mentioned by 34% of respondents as a decisive factor for the purchase
According to Luís Parrela, digital marketing specialist and CEO of the agency Dbout Mídia, the differential of successful companies is knowing how to leverage the data generated during peak sales to create personalized campaigns and new conversions after this seasonal commercial high. A survey conducted by Dbout revealed that responding to customers in less than 10 minutes can increase the conversion rate by up to 70%. Parrela highlights the importance of agility and fluidity in service. If the sale is through e-commerce, to have a fast website, responsive and easy to navigate is essential. Already in sales that require human interaction, such as service via WhatsApp or chat, the response speed is what determines whether the customer will buy or give up. Today, the consumer does not wait, he will go to the competitor if not served efficiently and quickly, emphasizes
A CUFF, that operates exclusively via e-commerce in the women's semi-jewelry segment, broke records this Black Friday, with a growth of 50% compared to the previous year. With more than eight thousand products sold, the brand not only exceeded expectations but also surpassed the sales target for the period by 37%, reaching a revenue of over R$ 1 million in November. Looking at the end of the year, CUFF is already preparing for special releases, like the awaited Lucky Girl Collection, scheduled for next week, in addition to exclusive actions in December, like the limited edition of the locket
"Our focus this Black Friday was to create a shopping experience that represented the beginning of a new story of loyalty and enchantment". And what moved us the most was seeing the result of this, see new clients choosing their CUFFs. Our bet for the upcoming holiday season is items like Christmas gifts. We want our 'Cool Girls' to feel that CUFF is more than just an accessory brand, but another partner in your lifestyle, says Brenda Piccirillo Keilhold, CEO and founder of CUFF
Smartphone apps stand out in loyalty
The Best Açaí took advantage of the strength of the digital environment to build loyalty and increase its customer base through the The Best Club, brand app that became the largest in the country in the açaí segment. The app reached 4th place in the gastronomy ranking on the Google Play and App Store platforms during Black Friday. The number of redeemed coupons tripled compared to the previous year, with over 108 thousand downloaded and about 55 thousand used — a conversion rate higher than 50%. Furthermore, among the more than 550 units of the network, some stores surpassed the mark of 400 coupons used during the period. "Our clients already know the Clube The Best app from our other actions like The Best Day", but this Black Friday was an opportunity to create a connection with current and new consumers, highlights Sérgio Kendy, CEO of The Best Açaí. In addition to the specific discount on the occasion, customers who stay within the app can continue exchanging their points for discounts and exclusive rewards
For the specialist Luís Parrela, the combination of technology, strategy and personalization is what defines success in the digital environment. Customer loyalty is not a luxury, it is a necessity. And it starts with excellent service and is maintained with constant and relevant communication. This is what separates brands that only sell from those that create true connections with their customers. Data is the gold of today's digital market. If the brand does not use the collected information to communicate with customers and nurture the relationship, is missing a great opportunity. The ideal is to activate this database with personalized campaigns, focusing on the interests shown during the promotional period. "Reactivating a customer costs much less than acquiring a new one", advises
