Black Friday: What can this moment mean for a business?

One of the most anticipated dates for the end of this year, Black Friday takes place on November 29th and promises an increase in sales results compared to last year. According to a survey by Wake, conducted in partnership with Opinion Box, around 66% of Brazilians plan to shop during the event. This means, according to the Haus platform, a 14% higher volume of orders.

From a strategic perspective, Black Friday symbolizes an opportunity to strengthen the relationship with customers. For CleverTap sales specialist Marcell Rosa, personalization can be one of the strategic differentiators for the date: "Brands that create a personalized experience, that anticipate the needs and desires of consumers, are ahead of the competition. Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference."

On Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales. For Rosa, this means that having a mobile-focused strategy is not just an advantage, but a necessity. “Mobile is at the center of the consumer journey. Brands need to ensure that their websites and apps are optimized for a fast and smooth experience. Nothing drives a consumer away more than a slow website or a complicated purchase process,” warns Marcell Rosa, General Manager and Vice President of Sales for Latam at Bot. CleverTap, a digital marketing platform specialized in user retention and engagement. 

To ensure prominence on the date, Erich Casagrande, marketing leader and SEO expert at Bot (Note: The text appears to be incomplete. If there is more content to translate, please provide the full text.) Semrush BR, emphasizes the importance of precise strategies: “Viewing Google as a digital storefront is essential: if you are not found, the customer simply does not enter. Black Friday is not just about price, it is about visibility. This means reviewing product descriptions, optimizing images, and inserting strategic keywords for each stage of the customer journey. Improving the digital experience, from technical aspects to content, is essential to ensure positioning and conversions.” 

Furthermore, the date is an excellent opportunity to develop unconventional actions to attract and retain customers. For Rafael Pinto, Fulfillment Director at Daki, a comprehensive online marketplace and a benchmark in ultra-fast deliveries, “Black Friday is a great opportunity for companies to strengthen connections with consumers and expand sales in the retail sector. Therefore, in addition to competitive prices, it is also necessary to think about how to offer other benefits that make the customer journey even more positive. Our focus is on maintaining the reliability of deliveries, ensuring a flawless operation and experience from start to finish, even in a high-demand scenario,” he comments. 

With a strategy that aims to engage consumers with actions that encourage repurchase and loyalty beyond traditional promotions, the company expects to grow more than 30% in sales during the period. “This year we will hold an exclusive draw, in which it is possible to compete for various prizes, including a brand new car, which will extend throughout the entire month. Our goal is to reinforce our value proposition while further expanding the customer base,” he highlights.

And to apply a good strategy and take advantage of the opportunity, it is necessary to define a good schedule to ensure the success of your campaign. According to Fernanda Clarkson, CEO and Founder of SuperFrete, “it is possible to either work with promotions exclusively on the last Friday of November or start your campaign at the beginning of the month, increasing the time of offers. Regardless of which period you decide for your campaign, defining a start and end date is fundamental. This defined period impacts several crucial aspects, such as inventory management, the need for temporary hires, logistics planning, and marketing strategies.”

An important insight is that Black Friday has become a strategic moment for businesses, especially in retail, where valuable opportunities arise to test new marketing approaches and analyze consumer behavior in a widely visible campaign. “During this period, the customer is exposed to more intense communication, which allows us to present our products in a differentiated way. We reinforce our inventory and integrate strategies such as partnerships with influencers, progressive discounts, and a very well-prepared operation to handle the increased flow in sales,” says Eduardo Abichequer, CEO of the startup. Yuool Sustainable and minimalist sneakers.

“In terms of strategy, we also realize that it is possible to apply common techniques in infoproducts in retail, creating a more attractive and personalized purchase journey. At Yuool, this year, we will offer personalized discounts for each customer journey, which provides the consumer with a real advantage when getting to know our sneakers and becoming our customer,” he states. Regarding organization and the opportunity to ensure effectiveness in purchases, the CEO further indicates: “Black Friday starts being planned five, six months in advance, aiming to maximize awareness and ensure that, by the big day, the customer has been effectively impacted, reinforcing our commitment to offering a unique and valuable experience,” concludes Abichequer.

Finally, it is worth highlighting that the end-of-year shopping season is an opportunity to attract consumers who start planning weeks before the big promotions. According to Maria Fernanda Antunes Junqueira, co-founder and Managing Director of Atolls in Latin America – a group to which Cuponation, a leader in coupons and discounts, belongs – "the current consumer is more strategic and aware than ever. They conduct research, compare prices, and use various tools to maximize their purchasing power. In this scenario, offering discount coupons becomes a powerful strategy to capture the attention of customers who are already prepared and engaged in the planning phase of their purchases. The discount coupon offers a clear form of benefit to the consumer, making them feel they are truly getting a good deal," she concludes.