Black Friday is one of the most anticipated moments for consumers throughout the year, especially for those looking to purchase technology products at discounts. In 2024, the expectation is no different. According to a survey by Nodus, commissioned by Meta, 75% of Brazilian consumers intend to use the discounts from this event, what happens on November 29, to anticipate your Christmas shopping, with electronics leading the list of the most desired items. This data reinforces the importance of strategic planning for brands looking to engage and retain customers before the date.
Electronic consumers are, mostly, informed and demanding, and seek the best cost-benefit. For them, Black Friday represents an opportunity to acquire high-value products at more affordable prices. However, to win over this audience goes beyond offering attractive discounts. In a market where 81% of consumers consider price research essential, according to data from this year from Globo, standing out among competitors requires a strategy that adds real value to the shopping experience.
Therefore, pre-Black Friday engagement should start early. Social networks, for example, they are powerful tools in this context. Through creative campaigns and relevant content, as buying guides and tutorials, it is possible to educate and prepare consumers for the best deals. Encouraging active participation of customers on social media, through surveys, sharing of expectations and direct interactions, can strengthen the emotional connection with the brand and generate trust.
Furthermore, good customer service is essential and should be a constant. If a customer does not have a good experience before Black Friday, it is unlikely that he will buy or recommend the brand during the event. It is also necessary to pay attention to the previous feedback from customers. Incorporating these suggestions and showing that consumer opinions have been taken into account can generate positive publicity and reinforce trust in the brand.
Offering early discounts to repeat customers is another effective strategy. When a brand provides coupons to reward customer loyalty, consumers know that it is worth buying the products of that company and that the discounts are real. Thus, when the event arrives, these customers are more likely to seek the offers.
Personalization is also one of the most effective ways to achieve this goal. Data from the 2024 Kinsta report shows that targeted campaigns have a click-through rate of 100,95% larger than non-targeted campaigns. This indicates that consumers respond positively to offers that meet their specific needs and preferences. Therefore, investing in a good CRM platform can be a differentiator for better understanding customers, personalize offers and, consequently, increase the conversion rate when Black Friday finally arrives.
The creation of personalized email marketing campaigns also brings benefits. Sending relevant offers and content based on purchase history and consumer preferences not only improves the experience, but increases the chances of conversion. This personalized communication, when well done, can turn an occasional buyer into a loyal customer.
With the date promising a growth of up to 10% in e-commerce, still according to Globo, consumers are increasingly connected, comparing prices and looking for promotions that really make a difference. This scenario requires brands to adopt an omnichannel approach, ensuring a smooth and consistent shopping experience, be online or offline. Channel integration is important to meet consumer expectations, allowing them to move easily between different platforms and touchpoints.
Success during Black Friday does not depend only on aggressive discounts, but how brands build and maintain a strong relationship with their consumers over time. By focusing on good service, personalization, omnichannel and continuous engagement, the brands, not just electronics, they can increase their sales during the event and ensure customer loyalty. And I can attest, this is the biggest success for any brand.
