Brazilian retail experienced a moment of true boiling during Black Friday. With a cumulative revenue of R$ 9.4 billion, the discount day has come to an end, reaching an amount 10.7% higher than the same period last year, according to Confi.Neotrust data. Only on Friday, e-commerce sales hit a record, showing an 8.4% increase in revenue compared to 2023, totaling R$ 4.27 billion. Electronics, food, and everyday use 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. Dr. Peanut, for example, was the third most searched brand on Google during that date in the food and food products segment, according to Google Customer Solutions, and ended Black Friday 2024 as the category leader, recording a growth of nearly 10% compared to the previous year. We understand Black Friday as a challenge for our customer base and also for those who are not yet familiar with the brand. We managed to maintain our average ticket and achieved excellent results with actions like "Buy 3, Pay for 2." Being the third most searched brand in the food segment, just behind panettone, is something sensational and shows that our work to make peanut butter reach all audiences is paying off. Now we will keep these customers engaged with more campaigns until December, as 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, a gift card distribution company, Brazilians are willing to spend more in 2024, with a 27% increase in gift purchases compared to 2023. The "buy 1, get 2" promotion, the same strategy adopted by Dr. Peanut, was cited by 34% of respondents as a decisive factor for the purchase.
According to Luís Parrela, a digital marketing specialist and CEO of Dbout Mídia agency, the key to successful companies is knowing how to leverage the data generated during peak sales periods to create personalized campaigns and new conversions after this seasonal commercial high. A study 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, having a fast, responsive, and easy-to-navigate website is essential. In sales that require human interaction, such as customer service via WhatsApp or chat, response speed determines whether the customer will buy or give up. Today, consumers do not wait; they go to the competitor if they are not served efficiently and quickly," he emphasizes.
A CUFF, which operates exclusively through e-commerce in the women's semi-jewelry segment, broke records this Black Friday, with a 50% increase 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, such as the highly anticipated Lucky Girl Collection, scheduled for next week, as well as exclusive actions in December, like the limited edition of the reliquary.
“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 excited us most was seeing the results of this, seeing new customers choosing their CUFFs. Our bet for the upcoming holiday season is on pieces as Christmas gifts. We want our 'Cool Girls' to feel that CUFF is more than an accessories brand, but a partner in their lifestyle”, says Brenda Piccirillo Keilhold, CEO and founder of CUFF.
Smartphone apps stand out in loyalty
The Best Açaí leveraged the power of the digital environment to build customer loyalty and grow its customer base through Clube The Best, the brand's app that became the largest in the country in the açaí segment. The app reached 4th place in the gastronomy ranking on Google Play and the App Store during Black Friday. The number of redeemed coupons has tripled compared to the previous year, with over 108,000 downloaded and about 55,000 used — a conversion rate of over 50%. Additionally, among the more than 550 units in the network, some stores exceeded 400 coupons used during the period. "Our clients are already familiar with the Clube The Best app from our other initiatives like The Best Day, but this Black Friday was an opportunity to create a connection with current and new consumers," emphasizes Sérgio Kendy, CEO of The Best Açaí. In addition to the specific discount at the time, customers who remain within the app can continue exchanging their points for discounts and exclusive prizes.
For 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 begins with excellent service and is maintained through constant and relevant communication. That is what separates brands that only sell from those that create genuine connections with their customers. Data is the gold of the current digital market. If the brand does not use the collected information to communicate with customers and nurture the relationship, it is missing a great opportunity. The ideal is to activate this base with personalized campaigns, focusing on the interests demonstrated during the promotional period. Reactivating a customer costs much less than acquiring a new one, he advises.
