This company processed almost 3 million messages on Black Friday 2023 and predicts high for this year

With the arrival of the end of the year, companies across the country are intensifying preparations for the sales season, which includes Black Friday, Christmas and Cyber Monday.In 2023, Infobip, a global cloud communication platform, processed 2.7 million mobile interactions during Black Friday and 2.5 million on Cyber Monday, signaling the growing role of mobile technologies in sales. Experts from Infobip project that by 2024 investment in mobile communication tools should grow even more, following the importance of smartphones as a purchase channel for millions of consumers in Brazil.

According to a recent study conducted by the company in Brazil, 43% of respondents said they like to interact with chatbots, and 64% agreed that it is more efficient to start a chatbot conversation and, if necessary, move to an attendant. “The rise of automated service is due to several factors. From the basic benefits, such as 24/7 availability and instant responses, to the effort of companies to improve this technology and provide the best experience for the customer. In times when demand is high, especially sales through messaging, chatbots are an excellent alternative to improve the performance of the company, explains Infam Karbara. 

With several tools, mobile phones have become true allies of retailers for the promotion and purchase of products and services. In this context, social networks, especially WhatsApp, have also gained strength. “For year-end shopping, people seek practicality. With the increase in Black Friday promotions, the volume of customers is naturally higher and, therefore, companies must be prepared to serve them by providing a seamless shopping journey, in which products can be purchased with a few touches on the smartphone's”, details Barbara. 

Fixing problems and getting to know your audience 

Despite being more accepted today, chatbots still have some difficulties that need to be studied by companies that use the tool to assist in their sales. According to Infobip's survey, 53% of respondents reported as an inconvenience the difficulty of virtual assistants to understand the context of their problems. In a mobile environment, this type of obstacle is a strong competitor to make the consumer give up to take a question, be really helped, or even buy the product they want. 

In Black Friday moments, chatbots and virtual tools should be ready to assist the consumer in the best possible way 'NO obstacles create barriers between the first communication and the execution of the purchase. Therefore, retailers should be aware of their type of customer, predicting possible communication barriers and doubts that may arise. 

In Brazil, 86% of consumers said they would engage more with companies if they offered a more personalized service. Personalization, today, is key to successful campaigns. Companies need to know what the preferred communication channel of their audience, what kind of language should use, what product and service recommendations to make. 

“It is very important that the brand knows its audience, knows which age group it belongs to and the main preferences”, emphasizes Barbara. “This way, it is possible to create more efficient communication strategies that demonstrate appreciation and concern for the opinion and tastes of the customer & what will be converted into good results of selling”, he concludes.