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Experts predict 10% increase in e-commerce sales on Black Friday 2024

E-Commerce Update
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Experts predict 10% increase in e-commerce sales on Black Friday 2024

Black Friday 2024 promises to boost Brazilian e-commerce. According to a survey by Opinion Box conducted in April, 55% of consumers plan to make a purchase on the date. And this number could still increase, since 35% of undecided voters usually make their purchase decisions between three months and a few weeks before the event. A heated economy, cutting-edge technology on platforms, and promotions are actions that are expected to be confirmed during this period.

Jessica Fragoso, marketing manager at Uappi, a company specialized in e-commerce and technological solutions, provides an overview to help companies achieve better results. According to the specialist, it is a year in which integrations with artificial intelligence and technological actions will be prominent during the promotional date. "Tools such as customer service chatbots, process optimization, and digital storefronts can make a difference and help in the sales closing process with the consumer," he/she/they highlights. Among the new features for Black Friday 2024 are virtual fitting rooms for fashion items and the use of virtual and augmented reality tools. "This allows the person to see the shade of the foundation closest to their skin tone, if the product is makeup. In other words, these are ways to technologically prepare your e-commerce to offer the best experience during Black Friday," she emphasizes.

It is advisable for retailers to also do their homework, which means presenting exclusive offers that can generate engagement, creating a favorable environment for this consumer to return and become a customer. "Even though we are living in a time of technology and innovation, doing the basics well still remains fundamental," he emphasizes.

Sales expectations

Regarding the numbers for 2024, the projection is for an increase of about 10% in e-commerce sales compared to 2023, which is a significant rise, considering that the previous year's decline was about 2.5%, according to Jessica. "There are two reasons that have an influence: the first is that the economy is a bit more accelerated. It can be noticed when comparing the sales figures in e-commerce in the first half of 2024 to 2023. Second, this year the date is November 29th, in the last week of the month, when most of the population has already received the advance of the 13th salary, and this increase in value can boost the consumer's purchasing power with a tendency to accelerate purchases," he explains. The fact that the date is close to Christmas can also encourage customers to buy gifts earlier, potentially positively impacting Black Friday sales figures.

Avoid common mistakes during this period

As Jessica explains, during this period, companies, no matter how prepared they are, still run the risk of making some mistakes due to the demand. And that's why it's important to stay alert. "Understanding whether the stock is compatible with the offers made and if the website is prepared for increased traffic are important initiatives. Additionally, it is recommended to have technologies that help manage inventory to avoid any type of sale of products without replenishment. Another point is the offers for the date. Black Friday is associated with a stigma of being 'Black fraud,' which makes many consumers suspicious, so it is essential to provide clear information about the percentage of discount the retailer is offering," he emphasizes.

Data tends to increase website traffic significantly, with peaks that can cause some slowdown or difficulty when completing a purchase. With that, some factors such as cost generation and other setbacks may occur. Therefore, the recommendation is to have partners who understand technology and possess a robust infrastructure for your e-commerce platform, payment system, and the entire ecosystem.

Focus on the shopping experience

The first point is to be clear that the consumer wanting to buy on Black Friday is looking for deals, special conditions, and low prices. "A good option for the retailer who does not intend to make large discounts on the entire stock is to have bait products that attract attention and are priced in line with Black Friday discounts," advises Jessica. Another bet is to offer something extra, such as a free gift, free shipping, or a coupon. This makes the customer perceive that they get greater benefits when purchasing from your brand/store.

Is it safe? Can I trust?

There are essential tips to avoid scams during this promotional period. According to Jessica, the consumer needs to verify the authenticity of the website, whether it is a secure link, and if it has seals that prove the company's integrity. In these situations, it's worth checking more than once if the security of the purchase is reliable. Google itself displays warnings on the website in case of a suspicious site. It is also important to research the brand's social media to understand if it truly exists. Another option is to look for sites like Reclame Aqui to learn more about the company. Finally, always be suspicious of offers with discounts above 80 or 90%, concludes.

How to prepare for the next cyber blackout?

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How to prepare for the next cyber blackout?

The growing dependence on interconnected digital systems has transformed cyber infrastructure into one of the fundamental pillars of the global economy. However, this connectivity also revealed critical vulnerabilities. According to an IBM report, in 2023, the average cost of a data breach reached a record $4.45 million, highlighting the financial impact of errors and attacks.hackers.

In recent years, the world has witnessed a series of incidents harmful to companies and users. In July, a failure in one of CrowdStrike's security systems affected 8.5 million computers worldwide. In 2022, the attack on Colonial Pipeline in the United States halted a significant part of the country's largest pipeline network's operations, disrupting fuel supply and causing a temporary crisis.

Incidents like these, in addition to causing billion-dollar financial losses, compromise personal and strategic information, highlighting the urgency of robust cybersecurity strategies. The question now is no longer whether a collapse will occur butwhenandasOrganizations are preparing to reduce the impacts of the next cyber outage.

“Cyber blackouts not only put business operations at risk, but also expose governments to vulnerabilities, interrupting critical services and compromising sensitive data,” analyzes Guilherme Barbosa, Systems Engineer at You are welcome., distributor of technological solutions for the B2B market. The specialist warns that attacks ofransomware and failures in critical systems, such as CrowdStrike's, can trigger real global blackouts if not addressed with robust cybersecurity approaches.

To face this challenge, it is urgent to adopt preventive measures. With digitalization, the global economy has become heavily dependent on cloud computing, focusing on an increasingly smaller number of service providers; but thediversification of technology suppliersreduces dependence on a single point of failure, whilecreating incident response plansensures that, in case of an attack, operations can be quickly resumed.

Furthermore, investment in advanced technologies such asartificial intelligence to detect anomaliesandencryption systemsEnhanced, they are essential to protect sensitive data. THEcontinuous training of teamsis essential, ensuring that employees are trained to identify and deal with threats, implementing effective cybersecurity practices.

“Diversifying suppliers and adopting robust incident response plans are the first actions that companies and governments should take to mitigate the impacts of a cyber outage. Although the risk is real, its severity can be significantly minimized with efficient information exchange and an agile response to large-scale attacks,” concludes Guilherme.

The Challenges of Startups with Limited Resources: Strategies for Success

Fabiano Nagamatsu
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The Challenges of Startups with Limited Resources: Strategies for Success

Starting or scaling a startup is a challenge in itself, but when financial resources are limited, the path to success becomes even narrower and more winding. Imagine yourself with only R$ 50,000 in capital to launch or maintain your company in a highly competitive market. How to ensure that every real is invested effectively? What are the priorities? How to manage this financial resource intelligently?

There is no magic formula to solve all your challenges; it is necessary to assess the moment and, most importantly, focus on how to seize opportunities or create new needs. However, with limited resources, a good first step for any startup, regardless of the amount of capital available, is to create a solid business plan. Planning is not just a static document that describes the company's vision; it is the compass that guides strategic decisions, especially when resources are limited.

Planning for your startup

A well-crafted business plan should include:

1. Market analysis: understanding the environment in which the company will operate is crucial. This involves identifying competitors, target audiences, and industry trends. For startups with limited resources, understanding these dynamics can mean the difference between success and failure.

2. Prioritization: with a limited budget, it is essential to determine what is absolutely necessary for the company's operation. This can include everything from hiring staff to allocating resources for marketing. Therefore, check what cannot actually be missing in the enterprise.

3. Financial analysis: this is the heart of planning for startups with limited resources. Here, every cent counts, and you need to analyze whether such an expense truly makes sense for your business. Financial analysis should include cash flow projections, estimates of operational costs, and identification of potential revenue sources. Additionally, it is essential to have a contingency plan B for financial contingencies.

A key tip is that your planning should be robust and focused, but not static. The planning of a startup should be seen as a living document, subject to constant revisions and updates. As the organization grows and the market evolves, the priorities set at the beginning may become less relevant, requiring the entrepreneur to make adjustments to align with the new realities.

This means that what was considered indispensable in the past, such as resource allocation to a particular project or strategy, may no longer be a priority in the face of new opportunities or challenges. This flexibility is essential for the company to remain competitive and capable of taking advantage of changing circumstances, turning obstacles into growth opportunities.

Therefore, it is essential that entrepreneurs are always aware of updates and willing to reevaluate their decisions, ensuring that the business plan continues to serve as an effective guide to success.

Resource Allocation: Doing More with Less

Once the planning is in place, the next challenge is the efficient allocation of resources. When it comes to startups with limited capital, this can cause the business to pivot or break.

1. Investment in technology: in many cases, technology can be a powerful ally to optimize processes and reduce costs. Automating repetitive tasks, for example, can free up time for founders to focus on strategic activities.

2. Digital marketing: with limited resources, traditional marketing may be unfeasible. However, digital offers an affordable and effective alternative. Social media campaigns, content marketing, and SEO (search engine optimization) are some of the strategies that can be adopted with low cost and high impact.

3. Focus on the product or service: in competitive markets, the quality of the product or service is the main differentiator. Investing in the development of a product that meets consumer needs, even incrementally, is the beginning of everything. This may mean starting with a minimum viable product (MVP) and improving it based on customer feedback.

Feasibility analysis: don't put all your eggs in one basket

Before investing any amount, it is essential to conduct a feasibility analysis. She helps answer the question: is it feasible to invest this money in this project? Viability can be assessed in several ways

1. Financial simulations: simulating different financial scenarios allows understanding the possible outcomes of an investment. This includes forecasting revenues, expenses, and the time needed to reach the break-even point.

2. Return on Investment (ROI): assessing the expected ROI of each investment is essential. This helps prioritize projects or initiatives with the greatest potential return, ensuring that resources are allocated strategically.

3. Continuous monitoring: feasibility is not an analysis that is done only once. It is crucial to constantly monitor the results and adjust the strategy as needed. What was a priority at the beginning may no longer be as the market and the company evolve.

The path to success for a startup with limited resources is full of challenges, but with proper planning, smart resource allocation, and continuous viability analysis, it is possible to navigate successfully. The secret is to be agile, adaptable, and strategic in every decision made.

ESPM announces Philip Kotler as professor emeritus and launches the only Brazilian course with live classes from the “marketing guru”

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ESPM announces Philip Kotler as professor emeritus and launches the only Brazilian course with live classes from the “marketing guru”

ESPM, a leading school and authority in Marketing and Innovation focused on business, announces the arrival of Philip Kotler to its faculty as an emeritus professor. The "father of modern marketing" will be one of the instructors for the "Strategic H2H Marketing" course, starting in February 2025 – the only course in Brazil that offers live classes with Kotler.

To mark the launch of this unprecedented program, ESPM is organizing a free MasterClass with Philip Kotler. The meeting will be marked by an open class led by the "marketing guru" to share innovative visions about the future of the field. The event, which takes place on November 13th, features Marcos Bedendo, a professor at ESPM and co-author of the Brazilian edition of the book "Marketing H2H," and Fernando Cesário, CMO of ESPM. In the end, the invited CMOs Renata Gomide, VP of Consumer at Grupo Boticário, Cesar Augusto Centrone Nicolau, Marketing Director of Ypê, and Daniela Cachich, president of Beyond Co. at Ambev South America, participate in a roundtable discussing the evolution of marketing in the daily management of businesses. The event is open and registrations can be made atsiteof the institution.

The book "Marketing H2H: the journey to human-to-human marketing" presents a new perspective on marketing, focusing on the long term and maintaining relationships with the entire community in which the company is embedded. "It's a revolution in the way of thinking and doing marketing, and we need to provide this content to our students. This course, with the live presence of Prof. Kotler and Prof. Pfoertsch, the creators of the concept, is the ideal way to do so," says Marcos Bedendo, co-author of the book for the Brazilian market and coordinator of the new course.

Aimed at managers, CMOs, and those interested in a new way of thinking about marketing, the course has a program lasting one semester, with 32 sessions of three hours each and an exclusive student body – 40 in-person spots and 40 online spots, ensuring engagement and proximity between participants and instructors. Waldemar Pfoertsch, co-author of the book "Marketing H2H: The Human to Human Marketing Journey" alongside Kotler, will also be part of the faculty of the course, which will also include professors from ESPM and CMOs of major companies who will share real cases on each topic with the students.

ESPM has a long history of close collaboration with Kotler, and now a new chapter begins with the opportunity to offer a course in a format never before seen in Brazil. It couldn't happen in any other institution but in the marketing house in Brazil.The Marketing Powerhouse”"We are immensely honored by your visit," says Caio Bianchi, director of the Dynamic courses at ESPM. All the details and more information about the course will be presented during the open class. The presence of prominent CMOs in the market, discussing the most current practices alongside the leading marketing author, not only brings unique knowledge to our students but also reinforces ESPM as theThe Marketing Powerhousefrom Brazil, where marketing developments will always happen”, says Fernando Cesário, CMO of ESPM.

Service – MasterClass:

“The father of marketing, in the house of marketing: ESPM Masterclass with Philip Kotler”

Date: November 13, 2024

Opening hours: 6:30pm to 9:30pm

Format: hybrid (in-person and online)

Location: ESPM Theater, Dr. Álvaro Alvim Street, 123 – Vila Mariana, São Paulo
Registration:https://www.espm.br/eventos/masterclass-espm-com-philip-kotler/

Eco-friendly packaging transforms the pet market with a sustainable proposal

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Eco-friendly packaging transforms the pet market with a sustainable proposal

Sustainable alternatives are increasingly present in the pet market, with eco-friendly packaging gaining ground among brands concerned with reducing environmental impact. Made from biodegradable, recyclable, or renewable materials, these packages meet a growing demand for products that respect the environment and promote a more sustainable cycle.

Research on the packaging market shows that demand for eco-friendly alternatives in the pet sector has been increasing. In the United States, for example, more than 20% of consumers have preferred sustainable packages in products for their pets, according to data from Euromonitor and PetfoodIndustry. This growth is driven by a change in buyer behavior, especially among millennials, who are increasingly aware of the environmental impact of the products they purchase.

A Forest Pet, initially created in the United States in 2022 and operating in Brazil since 2023, is one of those brands that adopted the sustainability concept in their operations. "Our goal is to provide dogs or cats with a healthier and longer life, where they and their owners can share more quality time together. We wanted packaging that reflects our respect for nature, especially the Amazon Rainforest, which inspires our product line," explainsGilberto Novaes, founder and CEO of Furest Pet.

Innovation even in packaging

The production of sustainable packaging has become increasingly diverse and innovative, aiming to minimize environmental impact as much as possible. Biodegradable materials, made from natural compounds that decompose quickly in the environment, and compostable packaging, which can be turned into fertilizer after use, are among some of the most sought-after options. Another alternative is the use of recycled plastics, which prevent waste disposal and minimize the need for extracting new resources.

An example of innovation in this sector is the stand-up pouch made with sugarcane resin, a material that replaces conventional plastic and reduces carbon emissions in the production process. This packaging, in addition to being renewable, bears the I'm Green seal, which guarantees the sustainable origin of the material and encourages the use of renewable sources. A Furest Pet adopted this modelfor your line of natural products, offering consumers packaging that preserves the quality of the items while respecting the environment.

For Gilberto Novaes, caring for the environmental impact of packaging is not a choice, but a responsibility of all companies that use natural resources in their productions. "Choosing sustainable packaging goes beyond a market issue; it is a commitment to environmental responsibility. Those who use natural resources to produce need to give back something positive to the planet, and we want our products to reflect this attitude of respect and care for the environment," summarizes the CEO.

The impact of environmentally friendly packaging on the pet sector

This eco-friendly approach is creating new opportunities in the sector, both for the domestic market and for export, where the demands for sustainable products are even more stringent. Furest Pet's packaging, for example, is also certified with the Eu Reciclo seal, ensuring that the products sold in Brazil contribute to an effective and responsible recycling system.

Innovation in packaging design and materials benefits not only the end consumer but also the environment by reducing the disposal of harmful materials and supporting reverse logistics practices. In Brazil, where environmental awareness is advancing rapidly, this transformation in the pet sector is another reflection of the new consumer profile.

Gilberto Novaes points out that this is an irreversible path. "The pressure for sustainable solutions does not come only from regulations. This responsibility goes beyond the final product; it encompasses the entire production chain, from the origin of materials to disposal. In a market that demands transparency and environmental commitment, sustainable packaging is a necessary advancement, reflecting choices that contribute to a more balanced and less harmful cycle to the environment," he concludes.

In-app loyalty programs help reduce churn

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In-app loyalty programs help reduce churn

It is increasingly evident that having a proprietary app offers numerous advantages for businesses, enabling easier customer loyalty compared to competitors. These apps have become more than just simple reward tools. Today, they play a key role in customer retention and reducing churn rate, strengthening the relationship between brands and consumers and thus ensuring recurring and stable revenue.

Companies and app developers recognize the importance of creating personalized loyalty experiences that encourage customers to return and continuously engage with the platform. In this context, a well-structured loyalty program, with exclusive rewards and personalization, significantly increases the repurchase rate.

According toRafael Franco, CEO yesAlphacode, a company responsible for developing applications for brands such as Habibs, Madero, and TV Band, with incentives and advantages tailored to the customer's habits and preferences, enables the brands to keep them active and satisfied, reducing the churn rate. "Recent studies indicate that user retention in apps offering loyalty programs can be up to 20% higher compared to apps that do not have this type of strategy," he/she comments.

By creating personalized offers and relevant rewards, these programs strengthen the emotional bond between the user and the brand, which leads to the formation of a loyal customer base, reducing the need for constant acquisition of new users and increasing the long-term value (LTV) of these consumers.

The advantages of personalized offers

Rafael Franco adds that loyalty programs based on the desires and pains of the audience are essential to create a genuine and lasting bond. After all, the brands' own apps collect behavioral data that can guide campaigns. "By investing in personalized rewards and active communication, we are able to increase usage frequency and foster customer loyalty, ensuring a valuable relationship for both sides," he/she/they points out.

The combination of exclusive rewards, personalization, and efficient communication creates a differentiated experience for the user. With the reduction of churn, these loyalty programs ensure engagement and establish authority in the brand image, conveying a sense of exclusivity and care that makes the customer feel valued. "As a result, in addition to promoting stable revenue, these programs strengthen the business's position in an increasingly customer experience-focused market," he concludes.

Blackouts and Black Friday: contingency plans must also consider climate crises

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Blackouts and Black Friday: contingency plans must also consider climate crises

Every retailer knows that precautions against crises on Black Friday are important — after all, forecasts indicate that 66% of consumers will make purchases and revenue will reach R$ 9.3 billion in the Brazilian e-commerce sector, according to reports from Opinion Box with Wake and Neotrust, respectively. But another factor that should raise a warning for entrepreneurs is the impact of potential blackouts, like the one that occurred in São Paulo in October.

There were 72 hours without power in São Paulo city and the Metropolitan Region, affecting residents as well as business operations. In the business context, the scenario creates gaps that make companies vulnerable to attacks and frauds, lose sales revenue, and above all, become unreachable to customers. If this crisis happened during Black Friday, the potential loss for businesses would be significant.

“Unfortunately, natural disasters are becoming more frequent, whether they are minor, such as blackouts, or more serious, such as floods. It is essential that companies have contingency strategies in place to avoid these negative effects, especially close to important business dates,” reinforces Eduardo Daghum, CEO and founder ofHorus Group, leader in security services and fraud prevention.

He explains that the ideal is to have operational centers located more than 100 km apart from each other in order to avoid relying on just one, which could be in a crisis region."Decentralizing the location of our operations, for example, has been one of our strategies to avoid greater losses. It is not just a recommendation, but a necessity to ensure the continuity of services even in times of crisis, without leaving partners and clients stranded."

Therefore, companies that do not turn their attention to an organization ofmethod of operationIn the event of crises caused by climate change, they may suffer significant financial losses and affect what matters most, which is the positive customer experience. Frauds are common during moments of vulnerability and affect websites, e-commerce platforms, and various systems, such as credit card scams, account hacking, and chargebacks (a process used when the cardholder disputes a transaction directly with the card issuer).

Prevention and investment in trained teams and technological resources should be a priority in both B2B and B2C businesses. "A good anti-fraud strategy in times of crisis relies on the performance of a skilled team of analysts, who, with their human perspective, combined with technological tools, can monitor, predict, and respond to attacks," adds the CEO of Horus Group.

Acceleration program for startups will boost businesses and award up to R$150,000 to initiatives for access to credit and financial health

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Acceleration program for startups will boost businesses and award up to R$150,000 to initiatives for access to credit and financial health

Due to the success of the first edition, which boosted financial health solutions for 6 startups, Serasa Experian, the market-leading data tech company, opened new registrations for the second wave of "Impulsiona Startups," an acceleration program that aims to scale positive social impact through innovative businesses and solutions. Registrations are only open until November 17, so this is the last week to register.linkand participate.

The datatech's ESG initiative, which has Ace Cortex as a partner, will select eight Brazilian startups, which will undergo a consultative journey of up to 6 months, also including equity-free investment for the development of solutions and the possibility of using Serasa's services and products free of charge.

The program will be divided into 2 phases. In the first, the goal is to provide the development of prototypes or the evolution of existing solutions, that is, short-term projects that demonstrate the potential and scalability capacity of the entrepreneurs.

After this initial phase, four startups will be selected based on the best projects and results to undergo 4 months of acceleration with experts from Ace Cortex, executive mentors from Serasa Experian, and will also receive a equity-free investment – which does not require any equity obligation. To stay informed, check the official website. Registrations can be made until November 17 through the link:

https://www.serasaexperian.com.br/impulsiona-startups

Startups from different segments with maturity in the validation or traction stage and with solutions that fit the following focuses may participate in the Initiative:

· New ways of granting credit.

· Access to credit for SMEs.

· Support for those in debt.

· Reduction in default.

According to Paulo Gustavo Gomes, head of Sustainability & ESG at Serasa Experian, "we want to continue scaling the reach of our positive social impact through startups and entrepreneurs who, like us, want to create a better future through their innovative proposals and solutions." Many of these businesses just need a boost to reach more Brazilians.

ACE Cortex, a partner of the program and one of the most renowned innovation consultancies in Latin America, will guide the startups during Impulsiona Startups, offering each one, in a customized way, diagnostics, analyses, guidance, mentoring and support in the implementation of growth techniques.

“This is a relevant initiative for the innovation ecosystem that is aligned with the commitment to promote access to credit, reduce defaults and support innovative and scalable solutions with social impact. We share the commitment to transform the market and believe in the power of innovation to solve the biggest financial challenges faced by Brazilians. To this end, we will use our expertise in acceleration to guide the selected startups, offering personalized support, from in-depth diagnostics to practical mentoring. Together with Serasa Experian, we have the goal of creating a more inclusive and financially healthy future for the country”, comments Milena Fonseca, CEO of ACE Cortex.

The acceleration program created by Serasa Experian, now in its second edition, boosted six startups in its first round. The accelerated, which represented the states of São Paulo, Federal District, Paraná, Pernambuco, and Rio de Janeiro, identified relevant results regarding improvements in audience reach and revenue indicators, for example.

What will this new journey of Impulsiona startups be like?

With the end of the registration period and the selection process that will choose the eight participating startups, the companies will receive the first equity-free investment of R$ 30,000, which should be used over two months for the development of a prototype. With this, four of the best proposals will be selected and will go through the acceleration process, which includes individual mentoring, workshops, free access to Serasa Experian products, and a new equity-free investment of R$ 120,000 for business scalability.

Subscribe:https://www.serasaexperian.com.br/impulsiona-startups

Companies need to prepare for a heated Black Friday in 2024

David Romeiro dos Santos
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Companies need to prepare for a heated Black Friday in 2024

Black Friday is one of the biggest shopping events of the year, providing consumers with the opportunity to purchase products and services at promotional prices. In Brazil, the date has been gaining increasing relevance, moving billions of reais and attracting millions of consumers. Although last year the Brazilian commerce experienced a downturn – in 2023, Brazil had its second worst Black Friday in history – the expectation is for better performance this year.

According to a recent survey conducted by Google, at least 62% of Brazilians intend to make some purchase – whether of products or services. At least 76% of consumers intend to buy electronics; another 59% are interested in fashion, while 44% will look for offers related to beauty and personal care. Household items are on the list for 41% of people who intend to take advantage of Black Friday this year.

And, just like in your home country, the Brazilian Black Friday occurs much more in online retail than in physical stores – even though last year’s performance was not as expected, online commerce recorded a 15% increase in online sales revenue compared to 2022, with an average ticket of R$ 676 per customer, according to data from the Brazilian Electronic Commerce Association (Abcomm). Physical retail trade recorded an increase of only 4%, according to Fecomercio.

Given this scenario, it is important that retailers prepare to serve customers online – with agility and quality, ensuring that the experience on the date does not subtract points from the company's reputation with the consumer.

CX could be the surprise factor of Black Friday in 2024

During high-volume shopping events like Black Friday, the customer experience (CX) becomes even more crucial. Several studies indicate that a good customer experience can increase loyalty, brand value, and consequently, sales. WhatsApp and email remain the consumers' preferred channels for receiving offers – as well as Instagram, which is widely used by small and medium-sized retail businesses.

Another channel that experienced enormous growth in Brazil is RCS, or the SMS of the future, which grew by 358% worldwide. With technology ensuring the security of SMS at its source, text messages can also be used to deliver personalized offers.

Online, the most important thing is to ensure that the consumer has a seamless and omnichannel experience, regardless of where they are in the journey or which channel they originated from. This means having customer service channels that operate with the same agility – there's no point in having a telesales service if the waiting line causes the customer to give up on the purchase, or a WhatsApp that doesn't provide answers at the moment of contact. Therefore, it is essential to reinforce and train the team during the promotion period – not just for one day – but extending for two weeks or the entire month of November – to ensure that the customer experience is not the reason for cart abandonment.

In addition to the team, of course, offering self-service options with chatbots and intelligent IVRs, which alleviate human support and provide quick resolutions for the most common customer inquiries. Some Brazilian companies, including, offered automated and human assistance 24/7 during the period – after all, there are many offers and promotions broadcast during the early morning hours.

Personalization is also a strategy that can bring more conversions – with offers and recommendations created based on the consumer's browsing behavior and purchase history. Artificial intelligence tools can provide a more relevant and satisfying shopping experience for the consumer, as well as trigger offers for communication channels with the customer at relevant moments in their shopping journey.

Infrastructure needs to be ready

Of course, having ready service for the demand is a key factor as long as the infrastructure and logistical processes are not a bottleneck – otherwise, you will be offering your customer an excellent complaint channel. Therefore, ensuring that the technological infrastructure meets the demand is an essential item to guarantee a successful shopping journey.

Still within this theme, it is necessary to strengthen the logistics infrastructure to ensure the demand of the period can be met—without delays in the promised deadlines, and with guaranteed delivery even in more remote locations. Coverage in delivery and a well-distributed network should ensure that there are no operational bottlenecks.

Finally, price transparency is essential. According to Google, research on desired items for Black Friday by consumers began in July – in other words, more than ever, customers are monitoring prices and discounts to determine if the store truly offers a good deal. Additionally, several websites also monitor prices, reporting pricing practices that did not reflect actual discounts.

It is important to remember that Black Friday is not just a sales opportunity, but also a chance to strengthen customer relationships. After all, a positive shopping experience is the true surprise factor that can turn occasional customers into repeat buyers.

Learn how to maintain your website infrastructure during Black Friday, Cyber Monday and Christmas

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Learn how to maintain your website infrastructure during Black Friday, Cyber Monday and Christmas

The surge in demand during Black Friday is a valuable opportunity for businesses, but it can also pose significant challenges for data center infrastructure, cloud workloads and cybersecurity.

According to the LWSA's Black Friday 2024 Shopping Intention Survey, consumers are preparing in advance for the date and consider retailers' digital channels as the main source of offer research.

According to the survey, 57% of respondents cite the companies' websites and social media as the main way to obtain information about discounts. Other methods used include social media profiles focused on promotions (24%), promotional emails (37%), price comparison websites (25%), WhatsApp groups focused on discounts (20%), digital influencers (18%), and store WhatsApp newsletters (17%).

Therefore, early preparation is essential to ensure a positive experience for customers during Black Friday, Cyber Monday, and Christmas, to protect the company's reputation, and most importantly, to avoid loss of business and sales. Additionally, having reliable partners and suppliers in the technology sector can be an important advantage.

Preparing the website infrastructure for high-demand events, such as Black Friday and Christmas, is essential not only to ensure a positive experience for customers but also to protect the company's reputation. Measures such as verifying the SSL certificate, keeping hosting up to date, and ensuring the website is responsive can make all the difference in gaining and maintaining consumer trust; says Lívia Lampert, executive manager at KingHost, a LWSA company.

To prevent issues with the infrastructure, the executive highlights some points of attention during periods of increased demand. Here are some specific measures that companies can adopt

  1. Check your website's SSL Certificate

One of the biggest objections people have to not making online purchases on Black Friday is data security, especially banking data.

Therefore, it is essential that you provide all possible security measures on your website. One of the main points you need to pay attention to is the site's SSL security certificate.

  1. Check your domain renewal

There's nothing more frustrating than preparing your entire company for Black Friday and not being able to participate because your website domain wasn't renewed, right?

To avoid this, check if your domain registration's expiration date does not coincide with the Black Friday period. You can verify this information through Whois, which will display all the domain data.

  1. Keep your website hosting up to date

Just like the domain registration, your website's hosting plan also needs attention during this period. Check if your plan payments are up to date to prevent your website from going offline during Black Friday week.

  1. Check the website for pages with errors

It is disappointing for a visitor to your website to click on a product page they liked and find out that it is offline.

To avoid this type of situation, a few days before Black Friday, perform a search on your website pages to find pages with errors. If necessary, redirect pages that no longer exist or make adjustments to put them back online.

Additionally, if you have Google Search Console installed on your site, it's worth checking out the error reporting page to more easily find problem pages..

  1. Have a responsive website

It is no secret to anyone that mobile devices are already one of the main drivers of online shopping in Brazil. Therefore, it is essential that your website is responsive, meaning that when accessed on smartphones, it adapts and allows navigation to occur smoothly.

  1. Prepare your website for increased traffic

It is very important that your website's infrastructure is prepared for the increase in traffic during Black Friday. If your hosting plan limits the number of simultaneous accesses, it's worth increasing the resources during this period.

But, if it is hosted on a Cloud structure, it may be interesting to scale the server resources.

By implementing these measures, businesses will be better prepared to handle increased demand during events like Black Friday, ensuring a positive customer experience and protecting the integrity of systems and data.

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