Is your e-commerce environment ready for Black Friday?

Black Friday has gone from being just a calendar date to becoming a true event of gigantic proportions in e-commerce. The origin of the date, in 1960 in the United States, began as an opportunity for retailers to get rid of their stocks the day after the Thanksgiving holiday. Today, it represents a revolution in digital sales, moving billions of dollars globally.

This year's Black Friday, scheduled for November 29, should reach R$ 7.93 billion in e-commerce, a growth of 10.18% compared to 2023, according to the Brazilian Electronic Commerce Association (ABComm). The average expected ticket is R$ 738, with 10.7 million orders. During the week of the event, the total weekly turnover can reach R$ 11.63 billion, almost three times higher than a traditional sales week.

In this context, technology is consolidated as a decisive factor for the success of companies, allowing greater efficiency and competitiveness. And the most impressive is not only the number of sales, but the digital impact: sites that have never seen so much traffic in a single day, with increases that can reach 500% in the number of accesses compared to normal periods, according to industry experts.

Alberto Filho, CEO of Poli Digital, highlights the great impact of Black Friday on the technological infrastructure of companies: “se increase puts a huge pressure on operations, requiring careful planning to ensure a flawless shopping experience, avoiding website crashes and slowdowns, payment systems failures, inventory locks and even overload on customer support”.

Therefore, intensified traffic is not only a sales opportunity, but also a technical challenge. To deal with the high volume of transactions, technology becomes indispensable in this process, ensuring that operations occur without interruptions and meeting the expectations of consumers seeking agility and efficiency.

A recent data from Sercom draws attention: 64% of Brazilian customers prefer digital service via messaging applications such as WhatsApp and Instagram. This reveals a major change in consumer preferences, reflecting the search for quick and direct answers.

Poli Digital, for example, has solutions that help companies optimize digital service and sales.“Our platform was created to increase operational efficiency and improve the customer experience, allowing companies to quickly adapt to demand,”, says Alberto Filho, CEO of Poli Digital.

According to Alberto Filho, preparation for Black Friday begins with choosing an official Meta partner, essential to manage the high volume of interactions in major messaging applications such as Instagram and WhatsApp. He highlights: “Ser an official WhatsApp partner such as Poli, offers the trust and security that businesses need. It is essential to ensure that websites work quickly and efficiently during periods of great movement, when the flow is intense and the agility in service becomes decisive. This requires a robust technology, capable of serving both companies and their customers.” It also warns that those who do not properly prepare themselves run the risk of losing customers to more agile.

In addition, the company offers a complete strategy through integrations and partnerships with another important element in online customer service: customer relationship management system.We are talking about Poli Flow, a set of tools that redefines customer relationship management.

“O Poli Flow is the ideal solution for those who want not only to manage leads and sales, but also to organize and enhance interactions with customers. Its use makes it possible to schedule automatic messages on WhatsApp with specific dates and times, create reminders, record tasks, keep the history of information, notes and documents, centralize contacts, customize fields and view the Kanban of activities developed”, highlights Alberto. 

This system manages customer relationships and interactions, turning data into valuable insights for decision making.

“A customer relationship system integrated with channels such as WhatsApp, Instagram and Facebook allows you to get more information about the customer journey & HOW they contacted the brand, which products interest them most, their frequency of purchase, among other”, he underlines. 

“This data provides valuable strategic information to further boost sales. If the company already uses this technology, it can analyze the information of its main buyers and define, for example, which campaigns to promote during Black Friday. For companies that are starting to use now, in addition to immediate sales, this period is an excellent opportunity to collect customer data and subsequently retain them with more assertive promotions” explains Alberto.

Other tools can be decisive in customer interaction, such as Poli Pay, which works as a digital catalog, presenting products in an accessible and organized way, facilitating the visualization and choice of items by consumers.“It is as if it were a digital catalog, attractive and accessible, all on WhatsApp, Instagram and Facebook,” Alberto adds.

At the end of the process, when the customer has already decided on the product and is completing the purchase, it is also possible to use Poli Pay to perform financial transactions quickly and securely directly in conversations via WhatsApp, Instagram and Facebook, thus avoiding the loss of sales by cart abandonment. “It is an integrated payment system that simplifies the purchase process, eliminating steps that often cause frustrations and delays.”

For the CEO of Poli Digital, the use of digital solutions to manage service and sales during Black Friday is critical for companies and consumers to make the most of the opportunities that this date provides.“It is crucial that businesses offer tools that maximize revenue, satisfy and retain customers, as well as ensure market competitiveness and strengthen brand reputation in the long term,”.