10 Steps to a successful Black Friday attracting Gen Z

Black Friday is one of the most awaited dates for global trade.Held always on the last Friday of November, the date gained strength initially in the United States, marking the beginning of the holiday shopping season with irresistible offers. Today, it is an event of global proportions, with companies from various sectors taking advantage of the day to boost their sales.In Brazil, Black Friday has become synonymous with great opportunities for both companies and consumers, with the chance to increase revenue in a short period of time. 

Generation Z, which today leads digital consumption, has become the main target audience for Black Friday strategies. According to a study by Ecglobal, the digital marketing ecosystem of the Stefanini Group, 50% of this group uses social networks to find promotions. The survey also reveals that Pix membership reaches 57% among these young people, which reinforces the need for companies to offer multiple payment options to attract and convert this audience.

Another relevant data comes from the research of Nice House, entertainment hub for Generation Z, which points out that 80,6% of this generation intends to participate in purchases on this Black Friday. However, this age group is cautious: 30,9% claim to avoid brands that practice the “, that is, increase prices before applying false discounts.This consumer also searches extensively before the purchase 86,1% seeks information on channels such as Google and Instagram, and have a strong preference for marketplaces.“For a company to be in Black” communication bestseller is essential to be an entrepreneur who is to create something that is very important, which is to buy more than an entrepreneur. “Sell, Profit, Escalar”. 

Below, Raphael Mattos lists 10 tips that can make all the difference in your company's performance during this long-awaited date.

1. Offer special purchase conditionsDiscounts attract consumers, but offering exclusive conditions can ensure that they buy again at another time.In addition, strategies such as cashback and free shipping can be decisive to retain them. “It is important that the entrepreneur thinks long-term. Offering cashback is a way to encourage the return of this consumer for future purchases”, he indicates.
   
2. Efficient inventory managementOne of the biggest pitfalls for companies during Black Friday is the lack of control in inventory. To avoid frustrations and cancellations, it is essential that the inventory is adjusted to the demand of the period. “It is essential to have a prior planning for the date, that is, a good inventory management to ensure that orders are fulfilled without problems. The worst thing that can happen is to have to cancel sales because the product has ended”, he points out.
   
3. Close relationship with customersUsing channels like WhatsApp or email marketing allows your business to stay connected and activate sales more effectively.“Sending a personalized message at a unique discount can make all the difference.The customer feels special and recognized, which increases the likelihood of” conversion.
   
4. Diversify sales channels for greater reachTo reach more consumers and meet the demand for shopping experience of generation Z, it is essential to be present in different sales channels. In addition to physical store, official website and social networks, marketplaces are the way to win a diverse audience.“Diversifying sales channels allows the company to reach different audiences and improve the customer experience. The more accessible your brand is, the greater the chances of success”, he says. 
   
5. Invest in strategic digital marketingCommunication during Black Friday needs to be accurate and efficient. Campaigns in social networks and email marketing are great allies to attract and engage customers during the promotional period.“Well-oriented digital marketing strategies create a sense of urgency and can attract the customer at exactly the right time, when he is most willing to buy. A good ad can be the decisive factor in converting this communication into a sale”, he says.
   
6. Prepare your sales teamThe volume of calls and transactions during Black Friday can be much higher than usual, so it is important that your team is prepared.“Customer service is the heart of the operation during Black Friday.A well-trained team, ready to respond quickly, ensures that the customer has a positive experience and returns to buy”, he highlights.
   
7. Personalize the customer experienceToday's consumer values personalization.Adapting offers to each customer, whether based on purchase history or their interests, can make all the difference in the purchase process.“Consumers want to feel special.Custom offers, gifts and exclusive discounts make the customer realize the value in continuing to buy at your company”, he reveals.
   
8. Facilitate paymentOffering several payment options, such as interest-free installments and digital wallets, facilitates the purchase process and increases the conversion rate.“Customers are looking for practicality.The more options you offer, the greater the chance of facilitating the purchase. Eliminating barriers at the time of payment may be what is missing for the customer to complete the purchase”, he points out.
   
9. Invest in after-salesThe customer relationship does not end with the purchase. A good after-sales ensures that the customer feels valued and increases the chances of return on future purchases.“A good after-sales includes order tracking, on-time delivery and a thank-you message.These small attitudes create a stronger connection with the customer”, he suggests.
   
10. Results analysisAt the end of Black Friday, it is important to analyze the results in detail to understand what worked and what can be adjusted for the next campaigns. “It is extremely important to review sales metrics, conversion rate and customer service. Learning from the results allows the company to be even more prepared for the upcoming” events, advises Raphael Mattos.