Black Friday and its potential to increase and retain sales in the marketplace

That Black Friday is a success and has already consolidated itself as one of the most relevant dates for retail (online or offline) is nothing new to anyone. My question here is: have you ever thought of this date as a springboard of sustainable growth for your sales?!

It is a fact that BF is a moment of sales peaks, but more than that, it is also necessary to see it as a strategic opportunity to win the trust of new consumers, solidify relationships with old customers and make them true brand advocates.

I want to provoke reflections in you, marketplace manager, that if you still see Black Friday as just a giant sell-off and an opportunity to burn old stocks, you are missing out on the chance to build long-term value. 

On the other hand, those who see Black Friday as a showcase to show efficiency, innovation and commitment to the consumer are planting the best seeds of loyalty and will end up, inevitably, reaping results well beyond the November sales.

Therefore, managers can bet on some sensitive and crucial points for the period, such as:

Customer experience ''The consumer is king and therefore his journey with your brand is more than important. Therefore, do not focus efforts only on price, but in an agile service, efficient logistics and clarity of information are decisive factors for him to buy again.

Data that generates intelligence !The algorithms are there and should be used, so every click, every purchase, and even Black Friday abandoned carts are valuable data. Make use (ethical and transparent) of this information to personalize campaigns and understand each customer's preferences, aiming to increase retention in BF post

Building relationship and credibility remarketing actions, loyalty programs, and exclusive benefits for Black Friday shoppers help extend the connection you started on date, increasing the connection and credibility of your brand throughout the next year.

Finally, it is clear that Black Friday is a great sales opportunity, but more than that, it should be applied as a strategy to delight and engage the customer!

*Mariana Mantovani is a specialist in Marketplace and E-commerce. With more than 15 years of experience in the digital ecosystem, she has always worked in reference companies such as Netshoes, Electrolux, Mercado Livre and RD Health, focusing on e-commerce, marketplaces, performance team leadership, and business development.