StartNewsVendas de produtos essenciais devem bater recorde na Black Friday 2024
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Vendas de produtos essenciais devem bater recorde na Black Friday 2024

E-Commerce Update
By E-Commerce Update

Se depender do entusiasmo dos consumidores, a Black Friday de 2024 promete ser uma das melhores dos últimos anos em termos de volume de vendas. Apesar disso, ainda são registrados resquícios de precaução com os rumos da economia, o que deve levar as pessoas a darem preferência a itens de absoluta relevância para o dia a dia. Estas são as principais constatações de um estudo feito pelo FGV/CEMD (Centro de Estudos em Marketing Digital da Fundação Getúlio Vargas), utilizando o software Buzzmonitor. Para os especialistas, este cenário reforça a necessidade de as empresas de varejo e até de serviços intensificarem o uso de ferramentas de predição para direcionar suas estratégias.

A coordenadora do FGV/CEMD, Lilian Carvalho, destaca que o cenário econômico brasileiro em 2024 apresenta sinais de recuperação e otimismo, mas a busca por estabilidade e funcionalidade ainda guia as decisões de compra durante este importante evento do varejo. “Os consumidores estão priorizando a compra de itens essenciais para o lar, como geladeiras e TVs, além de produtos de uso diário, como ventiladores e tênis. Isso reflete uma cautela ainda presente entre os brasileiros, que, apesar das condições econômicas favoráveis, preferem investir em produtos que ofereçam utilidade prática e imediata”, afirma Lilian Carvalho.

Jhonata Emerick, cofundador e CEO da Datarisk, empresa especializada no uso de inteligência artificial e modelos preditivos para gerar valor, a cada ano a capacidade preditiva ganha status de ferramenta ainda mais decisiva entre o sucesso ou o fracasso das estratégias de vendas adotadas para a Black Friday.

“Identificar as preferências dos compradores de acordo com cada conjuntura econômica e social com a máxima antecedência é um fator fundamental na tomada de decisão para mega promoções como essa. Afinal, apesar de toda a euforia e modismo que cercam a Black Friday, no final do dia a realidade se impõe com seus altos custos de investimento para sair distribuindo peças publicitárias a esmo sem um alvo escolhido por critérios lógicos embasado por dados”, afirma.

Segundo ele, o ideal é utilizar modelos que aumentem a capacidade preditiva por meio de Machine Learning (ML). Essas soluções podem atribuir uma probabilidade de utilização de cupons, por exemplo, para cada cliente, gerando uma segmentação na qual se destacam aqueles que aparecem com maior probabilidade de utilizar os cupons. Isso permitirá à empresa direcionar a eles as campanhas promocionais. “Recentemente tivemos a oportunidade de desenvolver um projeto com ferramentas deste tipo que ampliou a capacidade preditiva de uma empresa de varejo de uma forma tão significativa que conseguiu aumentar em 56% o lucro alcançado em uma promoção com características semelhantes às da Black Friday. Neste caso, para robustecer a capacidade preditiva desta organização foram utilizados desde dados cadastrais simples fornecidos pela companhia até dados históricos de campanhas anteriores, incluindo as informações sobre uso de cupons e dados de consumo”, disse.

Segundo o estudo da FGV/CEMD, o Instagram se destaca como a plataforma com maior volume de menções à Black Friday, concentrando 87% das interações e, segundo a análise, a maioria das discussões é liderada por mulheres (71%).

E-Commerce Update
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E-Commerce Update is a leading company in the Brazilian market, specializing in producing and disseminating high-quality content about the e-commerce sector.
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