Black Friday 2024 brings high growth expectations for the pharmaceutical sector, especially in the digital market. A date that has already established itself as one of the highest sales volume moments of the year promises to be an even more significant event for marketplaces like the Pharmacies app, which projects a 17% increase in Gross Merchandise Value (GMV) compared to the same month in 2023
"We are a pharmacy marketplace and one of our major differentiators is connecting perfumeries", pharmacies and drugstores to the final consumer. We have partnerships with major brands in the market, what, many times, an independent store wouldn't be able to, says the Marketing Manager of the Digital Channels of GrupoSC, Henrique Mazza
For Black Friday, Mazza identifies changes in consumer behavior. "Today, the customer researches and buys more consciously, prioritizing the trust of companies and reliability in terms of delivery, affirms. According to the executive, consumers value both punctuality and the security offered by digital platforms
The information is corroborated with research from theGoogle, ordered for Offerwise, which reveals that 51% of consumers have already financially planned for Black Friday and 62% want to take advantage of the offers. For Black Friday 2024, according to Confi.Neotrust, the expectation is for a growth of 9,1% in revenue compared to the previous year, with the expected revenue of R$ 9,3 billion only in thee-commerce.
Managing demand and maintaining the expected service level is one of the major challenges of e-commerce. As the largest marketplace in the pharmacy segment, the Pharmacies app strengthened its logistical structure. The partnership with GrupoSC, leading logistics distributor, ensure that products are available and reach consumers quickly, even during the sales peak. Furthermore, security measures have been enhanced to protect financial transactions and users' sensitive data
Mazza remembers that in terms of payment, Pix has become one of the preferred options among Brazilian consumers. The ease and security provided by this method are great attractions, especially during high sales volume periods. The expectation is that consumers will prioritize offers that guarantee not only savings, but also convenience and security throughout the entire purchasing process, say
Consumer Behavior
According to astudy conducted by Googlewith almost 2.000 consumers, 43% of respondents are interested in over-the-counter medication offers, like supplements and vitamins, giving an opportunity for pharmacies to boost their businesses
The highest bets revolve around the sale of Mom and Baby products and Hygiene and Care. The expectation is that the search for daily use items and essential products, driven by promotional prices, lead to a significant increase in traffic and exclusivity. Data from the Opinion Box Consultancy, beauty and cosmetic products accounted for 18% of sales on Black Friday and Pharmacy and Health, 9%
Strategies and exclusive offers
To maximize the potential of Black Friday for stores, the Pharmacies app developed a special promotions calendar, that will be extended until the first days of December. The platform is focused on attracting new users through an exclusive coupon (WELCOME), available for those who will make a purchase for the first time
The company also invests in robust digital marketing actions, covering performance ads, highly personalized CRM strategies, campaigns on social media and partnerships that increase brand visibility and ensure greater audience engagement
