Black Friday: Wine Group reveals logistics strategy for greater retail date 

With a growth projection of 9% for Black Friday 2024 compared to the previous year, the expectation is that this year the moving date R$9.3 billion in Brazilian trade, according to the consultancy Neotrust Confi. The commercial date, along with the year-end sales, is the most important period for retail, requiring greater attention in the efforts of planning and strategy of companies for the preparation of inventory and logistics. For Wine Group, the number 1 group of wines in Brazil, this is a key moment to enhance one of the strongest characteristics of the brand, the omnichannel logistics, the B-commerce, the signature of the area of the stores, the B2, which is also present in the stores, the physical stores, the club of the stores, the B. 

To support the entire distribution operation of wines Brazil, Wine Group has a distribution center (CD) located in Serra, Espirito Santo, with 13 thousand square meters and capacity to produce about 15,000 daily orders. Another CD of the company is in Itajai, Santa Catarina, with more than 3 thousand square meters and having a storage capacity of more than 2.5 million bottles. In addition to these two main CDs, Wine Group operates facilities in the states of Minas Gerais and Sao Paulo, which are part of the decentralized strategy of inventories of the company, aiming at operational efficiency and agility for the most immediate demands.

In the municipalities where the 16 physical Wine stores are located, which include Sao Paulo/SP, Rio de Janeiro/RJ, Ribeirao Preto/SP, Barueri/SP, Campinas/SP, Salvador/BA, Natal/RN, Fortaleza/CE, Recife/PE, Belo Horizonte/MG, Curitiba/PR, Vitoria/ES and Porto Alegre/RS (see the group offers express delivery within two hours during Black Friday for purchases made on the Wine Vinhos application, free shipping on purchases above R$ 199.00 (see regulation), also meeting the demand for purchase and last convenience time, also meeting the last time, also by meeting the local purchase options for purchase. 

German Garfinkel, VP Corporate of Wine Group, explains how the group, owner of the Wine brands, Cantu Wine Group and Bodegas Wine Group, organizes the differentiated timing required for B2B and B2C operations: “No B2B, we start supplying our customers already in October so that they have the time to organize and sell to their final customers in November. At B2C, we have promotions throughout November always having the members of Wine Club, our model of wine subscription by recurrence, as a priority says Another important point is that our physical stores work as an advanced stock B2B.  

The executive says that the planning of Black Friday actions of Wine begins in the 1st semester with an increase in the demand for imported products to ensure that the labels evaluated as bestsellers are available in the distribution center, at the disposal of customers.“We want to be where the consumer is in his journey of buying wine, so we have a wide coverage. We serve the main chains of supermarkets and restaurants in Brazil with our B2B operations. With our e-commerce, we reach the entire Brazil arriving with the offers directly at the home of our partners”, explains German.  

With delivery throughout the national territory, in more than 4,750 municipalities, the group uses a network of logistics partners for regions without physical stores, in addition to its own fleet in the cities of Sao Paulo and Vitoria, ensuring agility in the regions of greatest demand and efficient service in more remote areas. During Black Friday, the logistics team has its team reinforced on average in 35% to meet orders from all over Brazil and the team that takes care of customer service also operates with expanded scale, to respond to queries and ensure an agile buying experience.

“In times like this when sales volume increases considerably, it is essential that companies have an efficient integration between their channels, whether B2B or B2C, along with a qualified and trained team. Another important point is to keep the focus on order control management, through monitoring and analysis of performance indicators. Finally, another point of attention is to offer the maximum options of means of payment to provide a good shopping experience from start to finish”, adds German.

Another highlight of the Wine Group this year is that Cantu Wine Group, responsible for the distribution of products for B2B establishments, will have the largest Black Friday in history, with more than 150 wine labels on sale. Wine e-commerce for retail customers maintains the tradition of conducting large campaigns and offers throughout the month of November.