Наближається Чорна п’ятниця, і ця дата залишається дуже чекною роздрібними продавцями. У 2024 році акція перемістила 9,3 млрд. R$ електронна комерція Бразильська мова, згідно з даними NeoTrust. На 2025 рік очікування ще більш оптимістичні, з прогнозами зростання.
It is a fact that many criticisms arose because brands promised small discounts or simply did not sustain the promised level of service after Black Friday, which caused frustration. On the other hand, for those who are transparent, provide real value, and differentiate themselves through service, the date becomes a true gateway for new customers, generating loyalty all year round.
The secret is not to look at Black Friday as an end in itself, but as the beginning of a journey that can extend in the long term. Brands that adopt this мислення build more lasting relationships, even in a competitive scenario. And the big secret is the data.
Each purchase made on Black Friday is an opportunity to understand preferences and behaviors, consumption frequency, and even average ticket. For example, if a customer bought a smartphone, it makes sense that the next offer would be a compatible accessory or a service plan.
More than cross-selling, data intelligence allows for the construction of personalized journeys, sending relevant recommendations at the right time, in the preferred channel, and with the appropriate language. With the use of communication platforms, we can automate this reasoning, creating personalized relationship paths. Thus, it is possible to transform the “Black Friday customer” into a customer who feels recognized and remembered all the time, with contextualized and personalized offers – and not with generic opportunities.
In this sense, it is necessary to pay special attention to the relationship channel. The secret is to orchestrate the channels in an integrated way, avoiding excessive messages and prioritizing the relevance and preference of each customer. Emails offer great opportunities for personalized offers and richer content, while SMS and RCS are ideal for quick, direct messages with a high open rate. WhatsApp, on the other hand, creates proximity, allowing for both promotional communication and post-sale support, in addition to the push notifications, that work well in apps, especially with real-time triggers.
In a scenario where the consumer seeks more than just price, aligning channels with effective strategies can make all the difference. Among them is the creation of educational content, such as tutorials, webinars, e-books, and practical guides, which help the customer to better use the product or make smarter decisions.
Creating a community experience with exclusive groups, forums, or benefits clubs that connect customers with each other promotes a highly valued sense of belonging – just like added services, such as quick consulting, personalized service, or loyalty programs. All of this generates much greater brand recognition from consumers, creating the perception of exclusive benefits for those who purchased on Black Friday, such as early access to new collections or even VIP offers.
However, some points are essential and must be taken into consideration – among them, transparency, avoiding promises that cannot be kept. Agility is another fundamental aspect, keeping the customer informed about delivery, support, and any issues. Similarly, personalization allows for the construction of offers and communications based on history and preferences, which fosters a sense of closeness.
It's worth noting that loyalty doesn't happen automatically; it is built daily through consistent experiences. When the brand delivers more than expected, it creates an emotional bond. The customer stops seeing the company merely as a supplier of products and starts to view it as a partner – someone who understands their needs and delivers continuous value. This is what sustains long-term loyalty and generates profits all year round.
