Own application works as a strategy to boost sales during Black Friday

With the arrival of November, companies intensify preparations for Black Friday, a strategic moment to optimize sales and attract new customers. However, more than promotions, some differentials are essential to win and retain the public in the following months, taking full advantage of the potential of this action.

Black Friday 2024 is expected to move about R$ 9.3 billion in Brazil, a growth of 9.1% compared to last year, according to Confi.Neotrust.Next to its 14th edition in the country, the date became strategic for retail, with consumers waiting for the last Friday of November to take advantage of large discounts on products ranging from home appliances to gifts. Inspired by the American tradition, Black Friday arrived in Brazil in 2010 and consolidated itself as one of the largest sales events of the year, moving stores and commerce throughout the country.

According to Rafael Franco's, CEO of Alphacode, a company responsible for developing applications for brands such as Habibs, Madero and TV Band, one of the most effective tools to stand out during the campaign is the use of its own application, which allows brands to offer a personalized and highly responsive experience to consumers. “With features such as real-time push notifications, customized service, loyalty programs and optimized navigation, the app itself not only boosts sales, but also strengthens the relationship with customers, preparing the ground for future actions”, he adds.

The main advantage of an application of its own is its ability to offer immediate interactivity, which can make a difference during a campaign like Black Friday, in which purchase decisions are made quickly.Push notifications allow brands to warn their customers about exclusive promotions and changes in inventories in real time, increasing the likelihood of conversion. In addition, personalization in service creates a more fluid and aligned shopping journey to the profile of each user. Navigation is more optimized in the application environment, improving the shopping experience, which leads to a higher retention rate.

“The goal of this type of strategy is to transform the application into a direct and exclusive channel, going far beyond Black Friday itself”, he points out. In addition to the initial audience acquisition and conversion, it can become the main interface between the brand and its consumers, either for promotions or for continuous service. “With the use of the app, brands can increase their sales during Black Friday, but also build a relationship channel that loyal customers for future” campaigns, he concludes.

One of the strategic aspects of the app itself is instant data analysis, which provides important insights into consumer behavior. This allows brands to adjust their campaigns in real time, making them more effective and attractive throughout the year.The feature of loyalty programs is also a differential, as it encourages users to continue shopping, even after Black Friday ends.