Success in Black Friday 2024 will depend on strategies that combine innovation and efficiency. However, the success of companies does not depend solely on good promotions, such as discounts of up to 80% in some categories.
In a market that moved R$ 5.2 billion in Brazilian e-commerce in 2023, projections from Abcomm (Brazilian Association of Electronic Commerce) indicate that Brazil should surpass the R$ 200 billion mark in 2024. With an average ticket close to R$ 500 and over 90 million virtual consumers, technology is consolidating as a decisive factor for business success. "It is no use offering incredible discounts or advantageous combos if the sales and customer service system does not cooperate," emphasizes Rodrigo Martucci, CEO of Nação Digital. He also adds: "Instability on websites, slowness, or crashes can turn Black Friday from an opportunity into a fiasco and even damage the brand's reputation."
The Digital Nation, a leading marketing agency in Brazil and partner of some of the country's largest e-commerce platforms, implements technological solutions that ensure scalability, security, and efficient integration with payment systems. All of this is done to prevent failures that could compromise the Black Friday results. Additionally, the agency uses inbound marketing, automation, and segmentation, maximizing the revenue of e-commerce businesses.
Martucci explains: "We understand that an unstable system, which crashes or takes a long time to process transactions, turns Black Friday into a frustrating experience for both the retailer and the consumer." Therefore, the Digital Nation faced these technical problems and specialized in preparing large companies, ensuring that not only the promotions are attractive, but also that the technology behind them supports the high volume of traffic and transactions, enabling the full potential of the event to be maximized.
This preparation goes beyond just ensuring that the website doesn't go offline. Includes optimizing the user experience with platforms that are fast, secure, and capable of supporting multiple simultaneous transactions.
Thus, the team highlights the importance of automation in areas such as inventory control and customer service, allowing processes to flow without overloading staff or leaving consumers waiting for responses or unavailable products.
"A memorable, safe, and transparent shopping experience not only attracts customers on Black Friday but also turns them into loyal customers in the long term," concludes Martucci. With the right tools and technological strategies, companies can focus on what truly matters: seizing the business opportunities that Black Friday offers.
An example of technology aimed at retail is KIGI, developed by Grupo IRRAH. According to Chrystian Teodoro Scanferla, head of Business at IRRAH Group, "KIGI is an ERP that helps with real-time control, organizing management strategically." Widely used in the fashion industry, this tool allows retailers to identify products with higher turnover, adjust their purchasing strategies, and forecast sales trends, thereby optimizing their operations during periods of high demand. "O KIGI was born to transform an ERP into an ecosystem for the fashion industry," complements Miriã. Based in Cianorte, the national capital of clothing, IRRAH Group brings over 20 years of experience and solutions used by organizations in 70 countries. The company stands out for being aligned with market needs, transforming executives' pain points into practical and efficient solutions.
In addition to KIGI, the group offers other technological tools that serve over 35,000 users worldwide. Among them are GTP Maker, an AI that allows the creation of virtual assistants via Artificial Intelligence for customer service and sales, and E-vendi, an e-commerce platform integrated with the ERP, facilitating management and sales. There is also Z-Api, an integration solution with WhatsApp for technology entrepreneurs and software companies to create automatic messages for both engagement and notifications with clients, and PlugChat, for managing customer service on WhatsApp.
Another solution is Dispara.ai, a platform with automated processes that allows entrepreneurs to create automation flows and recover abandoned carts. "Processes that turn WhatsApp interactions into golden opportunities!", highlights Chrystian."These solutions are essential to ensure that fashion sector retailers can make the most of Black Friday opportunities, optimizing their operations and enhancing the consumer experience," he/she/they concludes.
Adopting creative strategies that make technology an ally of business is essential, but we must not forget that, in addition to a robust technological infrastructure, it is necessary to present innovative business ideas. With increasingly tight profit margins, companies need to be creative to ensure a successful Black Friday. According to Martucci, "the focus should be on increasing the average ticket without compromising profit margins."
For companies, he suggests some strategies to achieve this balance:
- Combo promotions: Offer larger discounts on multiple item purchases, encouraging increased value per customer.
- Progressive discounts: Provide discounts that increase as the customer purchases more or refers friends, helping to reduce Customer Acquisition Cost (CAC).
- Low turnover: Use low-demand products in promotions, helping to reduce inventory costs.
- Influencer partnerships: Invest in collaborations with influencers using the revenue-share model, expanding reach without the high costs of traditional campaigns.
Furthermore, the head of IRRAH reinforces the importance of preparing stock and diversifying payment methods to deal with the increase in demand during Black Friday, avoiding operational failures that could compromise sales.
Black Friday is also a prime period for fraud, which requires attention from both companies and consumers. Investing in security certificates and affiliating with effective initiatives increases customer trust.
For consumers,that, according to research carried out by OpinionBox, 79% agree that technology helps a lot in the purchasing process, Martucci offers important tips to avoid scams, ensuring a “Legal Black Friday”:
- Check the CNPJ: Always confirm whether the store's CNPJ is available in the website footer.
- Read reviews: Research the company's reputation before finalizing your purchase and check complaints on consumer platforms.
- Be wary of suspicious offers: Prices that are well below market value can be a sign of fraud, so it is important to be cautious.
