Focused loyalty: how can Black Friday strengthen your brand?

Black Friday is one of the most anticipated events for both consumers and retailers. There is a huge expectation on the part of buyers, who are preparing to take advantage of great promotions, while the industry and retail make significant investments in media, aggressive discounts and anticipation of offers. However, even with all these efforts, many retailers miss a great opportunity: turn these intense short-term transactions into loyal and engaged customers in the long term.

According to the study from MindMiners, 47% of Brazilians already plan to spend on the most anticipated Friday of this year and 38% reserve a part of the annual budget specifically for that date.The same survey reveals that 43% of consumers, especially women, regularly participate in post-purchase evaluations, making it evident how these reviews shape brand perceptions and trust in products. This information sharing creates an organic network of recommendations, essential for the success of any business. Despite the enthusiasm, one of the biggest challenges for retailers is to convert this purchase intention into a continuous relationship with the consumer.

Transforming transactions into loyalty

Shopkeepers already make a massive effort to attract consumers during Black Friday, from impactful advertising campaigns to unmissable discounts.This effort, however, is often limited to increasing the number of transactions, with an exclusive focus on the short term. how to convert this high expenditure into something more than a mere “ commercial”?

For Coretava Vice President of Strategy and Growth, Joao Paulo Amadio, the key is to use your relationship or loyalty program strategically.“Imagine if, instead of just seeking a single transaction during the Friday of discounts, retailers could unlock even more attractive offers for customers already enrolled in the program?For example, offer boosters, such as exclusive discounts or additional rewards, to members of the loyalty program, encouraging not only the purchase, but also the continuous engagement”, exemplifies.   

In addition, the date offers a unique opportunity for the registration of new members in the relationship program. Instead of a generic approach, marketers can create campaigns with a defined purpose: to register customers who are aligned with the proposal of the program, focusing on maintaining them for longer.

This strategy allows you to not only recover the investments made on Black Friday, but also build a customer relationship that goes beyond the initial transaction.This may include creating opportunities for new interactions - both transactional and non-transactional - that increase customer value in the long run and help dilute the high costs of promotions and marketing campaigns”, says Amadio.

A personalized experience makes all the difference!

As per Epsilon80% of consumers are more likely to buy from companies that offer personalized experiences McKinsey it confirms this trend, pointing out that about 78% of consumers are more likely to make recurring purchases from brands that provide highly personalized content.

In the competitive landscape of Black Friday, personalization makes all the difference. Customers who receive offers based on previous purchases or who see suggestions aligned with their preferences are more likely to return. Modern loyalty programs use big data and machine learning to offer a customized and agile service, increasing satisfaction and building an emotional bond with the brand.

Today's customer is not just looking for the lowest price; he wants to be recognized. Retailers need to invest in platforms that integrate data and allow personalized interaction at all touchpoints, especially during high-demand events like the” discount Friday.

Black Friday as a starting point, not an arrival point

For this strategy to be effective, it is essential that retailers see the date not only as an opportunity to maximize sales in a single day, but as a starting point to build lasting relationships with their customers. By investing in personalization and well-structured loyalty programs, it is possible to turn these one-off interactions into a continuous engagement cycle.

By understanding consumer buying behavior and anticipating their needs, retailers can create more relevant and engaging experiences, fostering an emotional connection with the brand that goes beyond the” discount, adds Coretava Vice President of Strategy and Growth.

In the end, a Friday of offers should be seen as a platform to start a dialogue with consumers. A well-managed relationship, fueled by personalized rewards and meaningful interactions, has the potential to turn sporadic customers into loyal brand advocates, generating a long-term positive impact on sales and company perception.

“A great lesson for retailers is clear: Black Friday is much more than a day of promotions.It is a strategic opportunity to build customer loyalty, using loyalty programs, personalization and differentiated experiences.By focusing on creating value beyond price, companies can ensure not only success in immediate sales, but also build a solid base of loyal and engaged customers for the future”, concludes Amadio.