How to take advantage of Black Friday to win loyal customers for the whole year

Black Friday 2024 is approaching with huge business potential, confirmed by estimates from the Geotrust sensitive data intelligence ecosystem, which forecasts a move of around R$ 9.3 billion this year.

Traditionally associated with aggressive discounts and high product turnover, the date has become a strategic opportunity for brands from various sectors, seeking not only to boost sales, but also to build customer loyalty.Bain & Company company data reveal that loyal customers represent 67% of a brand's revenue, reinforcing the importance of cultivating this relationship. Thus, while consumers await discounts, companies are preparing to also offer positive and memorable shopping experiences, from easy navigation on websites to fast service.

One strategy that has grown considerably in Brazil to promote a lasting relationship between brands and consumers are loyalty programs, which offer several opportunities to strengthen this bond, such as access to exclusive promotions, as well as attractive cashbacks to encourage purchases even after the promotion period.

Experts give tips to encourage customer buying on Black Friday this year

“The consumer usually uses Black Friday to meet new brands. But it is important for retail to also pay attention to the fact that 51% of people buy only in stores where they had already bought before. In this sense, the date is important to, in addition to acquiring new customers, retain them and still recover inactive customers”, explains Pedro Ivo, a professor at the Dom Cabral Foundation and partner and director of Dito CRM.

Deborah Daloia, a loyalty and partnerships expert, recommends that companies take advantage of these opportunities to reactivate customers and strengthen loyalty.“Campaigns well targeted during these occasions can generate positive impact and demonstrate to consumers the value of being within a loyalty program”, he says. 

For Marco Leite, Partner Manager of Azul Airlines, the date provides opportunities to hold promotions to value active customers, reinforcing the commitment to appreciation and loyalty.“Enjoy to offer greater discount for those who are already in their second, third, fourth purchase, for example. It is important to offer to new customers, but do not forget to value those who are already within your” ecosystem. 

Businesses look for customer loyalty solutions to increase revenue

In this quest to find the way to an efficient customer loyalty, companies like Alloyal provide the market with a technological solution capable of generating more sales for companies, through the engagement and retention of users.

“A Black Friday is not only an opportunity to sell, but also to build a more solid customer base,” comments Aluisio Cirino, CEO of Alloyal.“With good engagement strategies, brands can transform this first purchase at the beginning of a” loyalty.

With the Alloyal platform, you can use features such as points programs, cashback, sweepstakes, discount clubs and customer segmentation to increase engagement. The operation is simple: the company adheres to the application, which allows the creation of a loyalty club fully personalized with the identity of your brand.Instant way, customers have access to more than 25 thousand establishments agreed with exclusive discounts, including Booking, iPlace, Kabum, Boticario, Nike and C&A. With each new transaction, customers accumulate advantages for future acquisitions, encouraging their loyalty.

Thus, the CEO of Alloyal comments that Black Friday is not only an immediate sales opportunity, but also a chance to plan the relationship with customers for the next editions.“It is important to think about selling to these customers on Black Friday next year.”

In addition, with technology, it is possible to understand the behaviors of your audience and thus offer attractive discounts and a differentiated shopping experience.“A loyalty program, in this context, is a strategic resource to win loyal customers”, says the CEO.

It is estimated that the Alloyal platform has already provided R$ 68 million in savings to its 8 million users, in addition to more than R$ 100 million in sales to client companies.

Currently, the startup has also distributed more than R$ 3 million in cashback. The largest percentage increases in cashback between Black Friday 2023 and 2024 were granted by Leroy Merlin, which went from 5% to 8%, Vivara, which had a significant increase from 3.5% to 6%, and Booking, from 1% to 3%.

The platform projects that the sale of home appliances will again lead sales during Black Friday 2024, as in 2023, when it had 78.3% of the volume of online purchases.