Black Friday: Why Conversational Commerce Boosts Company Revenue During the Period?

Black Friday, officially the last Friday in November, boosts the retail calendar and that of many companies with the purpose of increasing revenue. According to recent research by the technology company Wake, in partnership with Opinion Box, 66.41% of consumers stated that they usually save money specifically to spend during this period, and 32.51% of Brazilians began monitoring product prices at the end of July. 

To boost sales and convert them on the same day, smart contacts, also known as chatbots, are a great strategic tool. Luiz Marcelo, Vice President of Managed Accounts Blip, the leading conversational intelligence platform, connecting brands and consumers within messaging apps.it explains that using the solution hyper-personalizes the customer journey and generates increased revenue. 

What happens with intelligent contact is a very strong evolutionary process in which we can increasingly capture, analyze, and personalize the interaction between customers and brands. Companies can glean important learnings from conversations and, as a consequence, end up increasing sales and, finally, the icing on the cake: an improvement in the customer experience. From 2022 to 2023, we identified a 70% increase in new revenue during the Black Friday period, between November 20th and 30th, among the companies we serve that used the smart contact solution as a sales channel., says the executive.   

The tool adapts to each client's needs, making communication more assertive for sales. “While email open rates are between 10% and 20%, on WhatsApp this rate is four or five times higher. The app is already incorporated into Brazilians' daily lives, which further facilitates attention and message exchange during the period,” says Luiz Marcelo. 

The specialist also makes reservations regarding the use of the solution. "Be very careful with excessive messaging, especially if it's outside the client's context. It's necessary to understand very well the CRM base you'll be talking to in order to direct messages based on consumer behavior characteristics. This way you'll have a fluid journey, with the possibility of completing the purchase in the messaging app itself, increasing conversion chances," says Luiz Marcelo. Another point of attention is to consider only accounts verified by Meta for interaction. "This makes the environment safer and avoids possible suspicions of fraud in the offers," he points out. 

The specialist also points out the importance of sending active messages at least one week before the date. "In last year's Black Friday, we had very positive results with clients' campaigns. One achieved a 571% conversion rate in student enrollment for language courses, and another recovered R$1,420,000 in revenue from aesthetic plans. It's a very targeted strategy that closely aligns with the client's objective at that precise moment. Besides that, we have a favorable period for purchases; many people have already received the first installment of their 13th-month salary," Luiz Marcelo points out. 

Beyond any conversational commerce sales strategy, companies must also pay attention to infrastructure and sales negotiations. “Meeting delivery deadlines, providing clear information on purchases and returns, and offering quick responses to questions and problems cannot be overlooked. It’s good to offer flexible payment options and consider benefits such as cashback and loyalty programs,” concludes the expert.