How retail can use technology to its advantage during Black Friday

The retail industry is undergoing a significant transformation driven by consumers demanding more personalized experiences.With Black Friday's proximity and additional pressure on merchants, it is essential that companies adopt technologies that not only optimize their operations, but also elevate the customer experience.

Although Black Friday 2023 did not meet sales expectations, a study by Cielo in partnership with Expertise revealed that 60% of retailers believe they will be able to exceed last year's results, projecting a positive scenario for 2024. This optimism, however, causes even greater pressure on the chain of operations, especially in the areas of inventory and logistics, requiring technological solutions for tracking and process management capable of supporting the complexity of omnichannel retail.

This multichannel model, according to studyConnecting with the modern Latin American consumer’ Zebra, is widely adopted in Brazil, where 66% of consumers combine physical and digital purchases, signaling a strong demand for integrated and accessible experiences in different channels.For Vanderlei Ferreira, CEO of Zebra Technologies, this consumer behavior represents a great opportunity for retailers. “The integration between physical and online stores allows to offer a more simplified and consistent shopping experience, meeting the growing expectation of customers for convenience and customization. With automation and the right technology for their business, retailers can offer a differentiated service, following digital transformation trends and remaining competitive in the market,” explains.

RFID and Artificial Intelligence solutions are able to transform internal operations and the relationship with consumers. On Black Friday these technologies become even more strategic, since the use of AI combined with Big Data allows you to predict demands, suggest products, optimize and customize the service, while RFID facilitates the accurate tracking of goods, preventing logistical problems and reducing losses.

In addition to contributing to the agility of operations, the use of RFID is essential to track products along the supply chain, facilitating location and minimizing losses, especially in periods of high demand.With real-time control, the technology helps optimize inventory and increases safety by preventing theft.

Although omnichannel offers significant opportunities for the retail sector, it also brings challenges, such as increasing the volume of returns The 16th Global Consumer Studyseven out of ten retailers face pressure to improve the management of these returns, especially with the growth of online shopping.In response, many retailers are upgrading their reverse logistics technologies by 2026, implementing solutions such as mobile computers, scanners and RFID to reduce costs and optimize processes.

These technologies not only facilitate return management, but are also crucial for operational efficiency and customer service. With access to real-time information, employees can make more agile and accurate decisions, improving inventory management.In addition, repetitive task automation, supported by computer vision, provides comprehensive visibility of the supply chain.“A automation, along with artificial intelligence and accurate inventory visibility, allows retailers to minimize losses and avoid inventory disruptions, especially during critical periods such as Black Friday”, adds Vanderlei Ferreira.

By navigating the complexity of the omnichannel market, retailers adopting technologies such as RFID, artificial intelligence and automation position themselves strategically. These innovations not only ensure faster and more efficient operations, but also enhance the consumer experience and enable more effective management of unexpected demands. Investing in robust and integrated technology is not only a response to market trends, but an essential commitment to customer satisfaction and long-term operational efficiency.