The success in Black Friday 2024 will depend on strategies that combine innovation and efficiency. However, companies’ success 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 the Brazilian e-commerce in 2023, Abcomm’s projections (Brazilian Electronic Commerce Association) indicate that Brazil is expected to surpass the R$ 200 billion mark in 2024. With an average ticket close to R$ 500 and over 90 million virtual consumers, technology consolidates as a decisive factor for companies’ success. ‘Offering incredible discounts or advantageous combos is not enough if the sales and customer service system does not contribute,’ highlights Rodrigo Martucci, CEO of Digital Nation. He further adds: ‘Instability in websites, slowness, or crashes can turn Black Friday from an opportunity into a fiasco and even lead to a bad reputation for the brand.’
Digital Nation, a marketing agency reference in Brazil and partner of some of the largest e-commerces in the country, implements technological solutions that ensure scalability, security, and efficient integration with payment systems. All of this is done to avoid failures that could compromise Black Friday results. In addition, the agency uses inbound marketing, automation, and segmentation, maximizing the e-commerce’s revenue.
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, Nação Digital faced these technical problems and specialized in preparing large companies, ensuring that not only promotions are attractive, but that the technology behind them supports the high volume of traffic and transactions, enabling to maximize the potential of the event.
This preparation goes beyond just ensuring that the site stays online. It includes optimizing the user experience, with platforms that are fast, secure, and capable of handling multiple simultaneous transactions.
Thus, the team emphasizes the importance of automation in areas such as inventory control and customer service, allowing processes to flow without overburdening the staff or leaving consumers waiting for responses or unavailable products.
“A memorable, secure, and transparent shopping experience not only attracts customers on Black Friday, but also turns them into loyal customers in the long run,” concludes Martucci. “With the right technological tools and strategies, companies can focus on what really matters: taking advantage of the business opportunities that Black Friday offers.”
An example of technology focused on retail is KIGI, developed by Group IRRAH. According to Chrystian Teodoro Scanferla, Business Operations Manager of Group IRRAH, “KIGI is an ERP that helps in real-time control, organizing management strategically.” Widely used in the fashion sector, this tool allows retailers to identify products with higher turnover, adjust their purchasing strategies, and predict sales trends, thus optimizing their operation during peak demand periods. “KIGI was born to transform an ERP into an ecosystem for the fashion sector,” adds Miriã. Based in Cianorte, the national capital of clothing, Group IRRAH brings over 20 years of experience and solutions used by organizations in 70 countries. The company stands out by being aligned with market needs, transforming executives’ challenges into practical and efficient solutions.
In addition to KIGI, the group offers other technological tools that serve more than 35,000 users globally. Among them are GTP Maker, an AI that allows the creation of virtual assistants through Artificial Intelligence for customer service and sales, and E-vendi, an integrated e-commerce platform with ERP, facilitating management and sales. There is also Z-Api, an integration solution with WhatsApp so that technology entrepreneurs and software companies can create automatic messages for both engagements and notifications with customers, and PlugChat, for WhatsApp service management.
Another solution is Dispara.ai, a platform with automated processes that allow entrepreneurs to create automation flows, recover abandoned shopping carts. “Processes that turn WhatsApp interactions into golden opportunities!” Chrystian emphasizes. “These solutions are essential to ensure that fashion retailers can make the most of Black Friday opportunities, optimizing their operations and improving the consumer experience,” he adds.
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, presenting innovative business ideas is necessary. With increasingly tight profit margins, companies need to be creative to ensure a healthy 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: Offering larger discounts on purchases of multiple items, encouraging increased value per customer.
- Progressive discounts: Granting discounts that increase as the customer buys more or refers friends, helping to reduce Customer Acquisition Costs (CAC).
- Low turnover: Using products with low demand in promotions, helping to reduce inventory costs.
- Partnerships with influencers: Investing in collaborations with influencers in a revenue-share model, expanding reach without the high costs of traditional campaigns.
In addition, IRRAH’s head reinforces the importance of preparing stock and diversifying payment methods to handle the increased demand during Black Friday, avoiding operational failures that could compromise sales.
Black Friday is also a period prone to fraud, requiring attention from both companies and consumers. Investing in security certificates and affiliating with effective initiatives builds customer confidence.
For consumers, who, according to a survey by OpinionBox, 79% agree that technology greatly aids the purchasing process, Martucci offers important tips to avoid scams, ensuring a Legal Black Friday:
- Check the CNPJ: Always confirm that the store’s CNPJ is available in the website footer.
- Read reviews: Research the company’s reputation before completing the purchase and check for complaints on consumer platforms.
- Suspect suspicious offers: Prices significantly below the market could be a sign of fraud, so it’s important to be cautious.
