A Friday that goes far beyond discounts and promotions. Black Friday has already ceased to be just a date on the calendar and has become a true event of gigantic proportions in e-commerce. The origin of Black Friday, in 1960 in the United States, started as an opportunity for retailers to get rid of their stocks the day after Thanksgiving. Today, it represents a revolution in digital sales, moving billions of dollars worldwide.
This year's Black Friday, scheduled for November 29th, is expected to reach R$ 7.93 billion in e-commerce, a 10.18% increase compared to 2023, according to the Brazilian Association of Electronic Commerce (ABComm). The expected average ticket is R$ 738, with 10.7 million orders. During the event week, the total revenue for the week can reach R$ 11.63 billion, almost three times higher than a traditional sales week.
In this context, technology consolidates itself as a decisive factor for business success, enabling greater efficiency and competitiveness.And the most impressive thing is not just the sales figures, but the digital impact: websites that have never seen such traffic in a single day, with increases that can reach 500% in access numbers compared to normal periods, according to industry experts.
Alberto Filho, CEO of Poli Digital, highlights the great impact of Black Friday on companies' technological infrastructure: “This increase puts enormous pressure on operations, requiring careful planning to ensure a flawless shopping experience, avoiding website crashes and slowdowns, payment system failures, inventory blockages and even overloading of customer support.”
Therefore, increased traffic is not only an opportunity for sales but also a technical challenge. To handle the high volume of transactions, technology becomes essential in this process, ensuring that operations run smoothly without interruptions and meeting the expectations of consumers who seek agility and efficiency.
A recent data point draws attention: 64% of Brazilian customers prefer digital service through messaging apps like WhatsApp and Instagram. This reveals a significant shift in consumer preferences, reflecting the search for quick and straightforward answers.
Poli Digital, for example, has solutions that help companies optimize digital service and sales. "Our platform was created to increase operational efficiency and improve the customer experience, allowing companies to adapt quickly to demand," says Alberto Filho, CEO of Poli Digital.
According to Alberto Filho, preparation for Black Friday begins with choosing an official Meta partner, essential for managing the high volume of interactions on major messaging apps like Instagram and WhatsApp.He highlights: "Being an official WhatsApp partner, like Poli, offers the trust and security that businesses need. It is essential to ensure that websites operate quickly and efficiently during periods of high traffic, when the flow is intense and agility in service becomes decisive. This requires robust technology capable of serving both companies and their customers." He also warns that those who do not prepare adequately risk losing clients to more agile competitors.
Furthermore, the company offers a comprehensive strategy through integrations and partnerships with another important element in online customer service: customer relationship management system.We are talking about Poli Flow, a set of tools that redefines customer relationship management.
"Poli Flow is the ideal solution for those who want not only to manage leads and sales but also to organize and enhance interactions with clients. Its use makes it possible to schedule automatic messages on WhatsApp with specific dates and times, create reminders, record tasks, maintain a history of information, notes, and documents, centralize contacts, customize fields, and view the Kanban of completed activities," emphasizes Alberto.
In this way, this system manages relationships and interactions with customers, transforming data into valuable insights for decision-making.
"An integrated customer relationship system with channels like WhatsApp, Instagram, and Facebook allows for more information about the customer's journey — how they contacted the brand, which products interest them most, their purchase frequency, among others," he emphasizes.
“This data provides valuable strategic information to further boost sales. If the company already uses this technology, it can analyze information from its main buyers and define, for example, which campaigns to promote during Black Friday. For companies that are just starting to use it, in addition to immediate sales, this period is an excellent opportunity to collect customer data and, later, build customer loyalty with more assertive promotions,” explains Alberto.
Other tools can be decisive in customer interaction, such as Poli Pay, which functions as a digital catalog, presenting products in an accessible and organized manner, making it easier for consumers to view and choose items. "It's like a digital catalog, attractive and accessible, all on WhatsApp, Instagram, and Facebook," complements Alberto.
At the final stage of the process, when the customer has already chosen the product and is completing the purchase, it is also possible to use Poli Pay to perform financial transactions quickly and securely directly within conversations via WhatsApp, Instagram, and Facebook, thus preventing lost sales due to cart abandonment. It is an integrated payment system that simplifies the purchasing process, eliminating steps that often cause frustrations and delays.
For the CEO of Poli Digital, using digital solutions to manage customer service and sales during Black Friday is essential for companies and consumers to make the most of the opportunities this date offers. "It is crucial for businesses to offer tools that maximize revenue, satisfy and retain customers, as well as ensure market competitiveness and strengthen the brand's reputation in the long term," he concludes.
