Black Friday: why does conversational commerce increase business revenue in the period?

Black Friday, officially the last Friday of November, moves the calendar of retail and many companies for the purpose of billing more. According to a recent survey by technology company Wake, in partnership with Opinion Box, 66.4% of consumers said they usually save money specifically to spend during the period and 32.5% of Brazilians began to track product prices at the end of July. 

As a way to boost sales and convert them on date, smart contacts, also known as chatbots, are a great strategic tool. Luiz Marcelo Vice President of Managed Accounts Blip, the leading conversational intelligence platform, connects brands and consumers in messaging apps, explains that the use of the hyper solution personalizes the customer journey and generates increased revenue. 

“O that occurs with intelligent contact is a very strong evolutionary process in which we can capture, analyze and customize more and more the interaction between customers and brands. Companies can take important learnings from conversations and therefore end up having an increase in sales and in the end the great icing on the cake: an improvement of the consumer experience. From 2022 to 2023 we identified a growth of 70% in new revenues during the Black Friday period, between 20 and 30 November in the companies we serve and used the smart contact solution as a sales channel”, comments the executive.   

The tool can adapt to the needs of each customer, making communication more assertive for sales. “While the open rate of emails is 10% to 20%, in WhatsApp this index is up to four or five times higher. The app is already incorporated into the daily lives of the Brazilian, which further facilitates the attention and exchange of messages in the”, says Luiz Marcelo. 

The specialist also makes reservations about the use of the solution. “Very careful with the excesses of messages, especially if it is outside the context of the customer. It is necessary to understand very well the CRM base with whom you will talk to in order to direct messages from the characteristics of consumption behavior. In this way you will have a fluid journey, with the possibility of finalizing the purchase in the messaging app itself, increasing the chances of” conversion, says Luiz Marcelo. Another point of attention is to consider only the accounts verified by Meta for interaction. “This leaves the environment safer and avoids the possible suspicions of fraud in the offers, points out. 

The expert also points out the importance of sending the active messages at least one week in advance of the date. “Na Black Friday last year we had very positive results with customer campaigns. One of them managed a conversion rate of 57% in student enrollments for language courses and another recovered a revenue of R$2 million in aesthetic plans. It is a very targeted strategy that talks intimately with the customer's goal at that very moment. Other than that, we have a favorable period for purchase, many people have already received the first installment of the 13th, signals Luiz Marcelo. 

In addition to all sales strategy by conversational commerce (conversational commerce, in Portuguese), it is also necessary that companies are attentive to the infrastructure and sales negotiations. “You can not forget about meeting delivery deadlines, have clarity in purchase information, return and quick answers to questions and problems. It is good to relax payment options and consider offering benefits such as cashback and loyalty programs”, concludes the expert.