Impulso, the retail media arm of RD Saúde (owner of the Raia and Drogasil brands), is preparing for the largest Black Friday in its history. For this year's campaign, the company is offering new solutions and a more comprehensive structure for advertisers seeking performance and integrated presence across all consumer touchpoints.
As the key date in the retail sales calendar, the event has been consolidating a multicanal purchasing behavior, driven by customers who move between digital and physical channels in search of convenience, price, and experience.
During the 2024 Black Friday, this trend became evident: the multicanal behavior of RD Saúde's customers grew 18% compared to 2023, showing that Black Friday is increasingly a moment of connection between brands and consumers at different points in the journey.
This integration was directly reflected in the results. The volume of visits to RD Saúde's digital channels increased 60% on Black Friday, and digital revenue jumped 93% in the annual comparison. The company also converted 400 thousand new customers during the period, solidifying the date as a driver for acquisition and loyalty.
Black Friday also opens new relationship fronts for advertiser brands. During the 2024 Black Friday, 90% of buyers in the infant care category were new consumers, meaning they had not purchased products from this basket in the previous 12 months.
The sales revenue of some categories recorded strong acceleration compared to the 2023 campaign – such as sun protection items (+58%), deodorants (+29%), baby diapers (+26%), and medicinal skin treatments (+25%). In the skin care category, the online channel's share rose from 25% to 44%, and advertiser revenue doubled during the period.
“Black Friday represents a unique moment for brands and consumers to connect across multiple channels. It is a strategic opportunity for building bonds, relevance, and long-term relationships,” says Fabiana Manfredi, CEO of Impulso.
For the 2025 Black Friday, Impulso has adopted a real-time auction-based search system on RD Saúde's websites and apps, allowing brands to compete for prominent positions in search results and secure strategic visibility at the exact moment of purchase decision. The company also offers performance-based search formats.
Impulso is also using generative artificial intelligence for the large-scale development of ad pieces and creatives in multiple formats, reducing production time and ensuring agility and customization in campaigns. Furthermore, brands will be able to leverage CRM actions via SMS, email marketing, and push notifications, programmatic media campaigns, and segmentation based on RD Saúde's proprietary audiences.
Physical presence remains a competitive differentiator for Impulso, with 10,000 digital screens distributed across more than 2,100 Raia and Drogasil pharmacies throughout Brazil. ”With reach, intelligence, and technology, Impulso delivers performance and connection throughout the entire consumer purchase journey,” says the CEO.
