聚焦快速交付与精准营销，2025年黑色星期五销售额有望创新高

Kua mutu te Rā Black Friday hei whawhai mō ngā utu tiaki. I tenei rā, he whawhai mō te whānuitanga. Kāore te kaiwhakamahi e mōhiotia ana e ngā utu tuhinga, engari e mōhiotia ana e ngā whaka promises e tutuki ana: te kawe mai e tae ana i te rā kotahi, te tirohanga i ngā wā katoa, me te kupu ā muri i te hoko kāore he hapa.

I muri i tēnei āhuatanga hou, he tangata matua kāore e tirohia e te nuinga, e whakanui ana: te pānuitanga o te whakarite.

“Nō ngā wā roa, he pātū ngā hiko. I tēnei wā, nāna i te wāhanga o te kōrero o te waitohu,” e kī ana a Jonas Vieira, CEO o te Rōpū Invoice, he kamupene e whakauru ana i te pānuitanga ki te whakawhitinga taonga me ngā hiko. “I te wā ka kōrero te waitohu mō te tuku tere, kāore e pā ana ki te kaipuke anake. E whakaatu ana ia i te awhiowhio, ngā hangarau, me te mihi ki te wā o te kaihoko. He mea nui tēnei i te ao pānuitanga. Ko tētahi atu tauira ko te nuinga o ngā kamupene iti ka tukuna kāri, kāore e rheticia i te ringa ki te hanga i te wheako i te ao pārekareka, ā, e peke ake ana tēnei ki te whakapakari i ngā here i waenganui i te kaihoko me te waitohu, e tupu ana te hiko ki tētahi pae tiketike,” e kōrero mai ana.

E ai te haepu i te rōpū o Brasil ki te Hokohoko Ipu (ABComm), ko te Black Friday o te tau 2025 ka pānui R$ 13.34 piriona, he tipu 43% i te whakataurite ki te tau i muri mai. Engari, e whakaatu ana ngā raraunga ko te wero kei tua atu i te hoko: he mea nui ki te whakarite ko te wheako i muri i te pāwhiri he tere tonu i te pānui i whakahihiri i te kaihoko ki te hoko.

He karere a LocaWeb e whakaatu ana e whā i ia rima o ngā tāngata o Peretānia e hiahia ana ki te hoko i ngā hua i whai wāhi ai rātou mō te wā roa, e whakamahi ana i ngā hekenga. Mō rātou, ko te utu te whakaoho, engari ko te tuku te mea e piri ana. “I tēnei rā, ko te kaihoko e hono ana te tere o te tuku ki te pono o te tohu. Ki te tae te hua i mua i te wā e tārere ana, ka kaha te whakakotahi. He rerekē hinengaro e ako ana te mākete ki te whakamāori. Āe, i te mea anō, me tae te hua ki te tika me te kore raru,” e kī ana a Vieira.

Ko te tohunga e tautoko ana he mea hono nui te whakapuaki me te whakahaere i tenei wa. “Kaore he whakaritenga panuitanga kāore he pūtake whakahaere. Ka hanga te pānuitanga i te hiahia, engari ko te tuku te mea e whakau ana i te tohu. I te wā tūturu, kei te hoko te kiritaki i tētahi wheako katoa, ā, me mārama te marketing kāore te ‘mutu o te neru’ he pāwhiri anake, he te whiwhi.”.

Ko te tirohanga nei kua whakahouhia te tikanga e whakaritehia ai te reta. Ko ngā rautaki “full delivery” me ngā whare putunga mohio kāore i noho hei kaupapa pāpori anake: kua riro hei whakaritenga hoko. Ko te mōhiohio “i tae mai i tēnei rā” he kōrero whakatairanga tino kaha i tēnei rā o te Black Friday. Tērā pea, ko te mākete kei te tino whai wāhi i te UX (Wheako o te Kaiwhakamahi) o ngā paetukutuku, e mōhio ana ko te mōhiohio pē katoa, ko te rahi tūturu o te whakaiti, ngā tikanga whakawhāiti, i te mea ko te mea kore utu, me te wā mutunga ki te whakaoti i te hoko e mārama ana ki te kaihoko. Ko tēnei whakaaro whakaaetanga, me te mārama i ngā tuku, ka awhina ki te whakawhānui i te whakatau hoko me te whakanui i ngā whakawhitinga,” e pānui ana a Jonas.

Ko te pona tākaro pānui ki te hoko e pēhia ana i te whakawhānui o te āhuatanga matihiko. E ai ki te rangahau a Kobe Apps, 73% o ngā hoko i mahia i te Black Friday o 2024 i tīpakohia mā ngā waea pūkoro. Tērā atu, 88% o ngā kaipōti i rangahaua ngā hua i runga i ngā paetukutuku me ngā tono o ngā tohu i mua i te whakaoti i te hoko, he tohu pūmau e pā ana ki te wheako matihiko ki te whakapai ake me te noho ki te ipurangi i te āhua whakahaere he āhuatanga whakatau ia mō te angitū o ngā hoko.

“Ka mutu, i te wā e kōrero ana te kaihoko i nga whatunga e pā ana ki te tae mai o te tono i mua i te wa, he branding puro, he kore utu.” Ka mutu a Jonas Vieira.