Marked by promotions and significant discounts that attract millions of consumers, aBlack Fridayand aCyber Mondayare dates of utmost importance for the market and trade. According to data from Neotrust, in 2023, sales during Black Friday in Brazil reached R$6,55 mil millones, an increase of 1,3% compared to the previous year, with the average ticket reaching R$532,62
More than the factors of purchase and consumption, what has gained great relevance at this date is the protagonism assumed by technology. With the use of artificial intelligence and machine learning, for example, the shopping experiences become increasingly personalised. Algorithms analyse consumers' purchase history and preferences to suggest products aligned with their interests, significantly increasing conversion rates. This level of customization would not be possible without the technological advances that are revolutionizing the sector
Furthermore, the increase in demand for service on these dates has been met with increasing efficiency due to chatbots and virtual assistants, which offer real-time support. They reduce the waiting time, resolvem dúvidas rapidamente e garantem uma experiência mais positiva, even at peak times
Automação de stock e logística é outro pilar essencial para enfrentar o aumento exponencial de pedidos durante estas datas. Solutions that integrate real-time inventories prevent availability issues and ensure faster deliveries, meeting customer expectations for convenience and speed. The focus on digital security, with technologies such as multi-factor authentication and encryption, protect consumer data and strengthen trust in online shopping
The omnichannel experience also gains prominence, integrating physical and digital channels to create a seamless shopping journey. Consumers can, for example, iniciar as suas compras online e optar por levantar os produtos nas lojas físicas, thanks to the synchronization of stock systems, que torna a experiência ainda mais conveniente
In this way, real-time data analysis is a competitive advantage that allows companies to adjust strategies instantly. Monitoring sales performance, is it possible to adjust prices, stocks and promotional campaigns quickly, maximising results amidst the intense flow of transactions
These advances not only facilitate e-commerce operations, but they are consolidating these platforms as increasingly efficient environments, seguros y confiables. Every year, technology redefines what is possible, ensuring that Black Friday and Cyber Monday are advantageous experiences for businesses and consumers. Not for nothing, retail, according to the same survey, espera de aumento de 9% nas vendas deste ano, for Black Friday, and that Cyber Monday sales exceed R$800 million. We will see, very soon, if the forecasts come true, however the power of innovation and the evolution of technological thinking in the shopping experience is undeniable.
Finally, vale a pena destacar que, although Black Friday and Cyber Monday are key moments for retail, success on these dates is not the result of sporadic efforts, more than one strategic preparation throughout the year. Thus, besides the constant attention from consumers, companies aiming to maximise results and mitigate risks should continuously invest in team training, in technological update and early scenario analysis.
La tecnología es una aliada fundamental, but also require professionals who are attuned to trends and capable of implementing innovative solutions. Thus, attention should go beyond the promotional calendar, ensuring that the shopping experience is efficient, secure and memorable on any occasion. After all, o planeamento constante é o que transforma datas de destaque em oportunidades sustentáveis e de longo prazo
