Black Friday 2024 promises to boost Brazilian e-commerce. According to research by Opinion Box, held in April,55% of consumers plan to shop on the date. And this number can still increase, given that 35% of undecided consumers tend to make their purchases between three months and a few weeks before the event. Heated economy, cutting-edge technology on platforms and promotions are actions that should be confirmed during this period
Jessica Fragoso, marketing manager of Uappi, company specialized in e-commerce and technological solutions, brings an overview for companies to achieve better results. According to the specialist, it is a year in which integrations with artificial intelligence and technological actions will be on the rise on the promotional date. Tools like customer service chatbot, process optimization and digital showcases can make a difference and help in the sales closing process with the consumer, highlights. Among the news for Black Friday 2024, there are virtual fitting rooms for fashion items and the use of virtual and augmented reality tools. This allows the person to see the base tone closer to their skin, if the product is makeup. That is to say, they are ways to prepare your e-commerce technologically to offer the best experience in choosing during Black Friday, highlights
It is convenient for retailers to also do their homework, what it means to present exclusive offers that can generate engagement, creating a favorable environment for this consumer to return and become a customer. "Although we are living in a time of technology and innovation", the basics done well are still fundamental, fringe
Sales expectations
In relation to the numbers for 2024, the projection is that there will be an increase of about 10% in e-commerce sales, in comparison to 2023, what is a significant increase, considering that the year before the drop was about 2,5%, according to Jessica. "There are two reasons that exert influence", the first is that the economy is a little more accelerated. It is possible to notice when we compare the sales numbers in e-commerce in the first half of 2024 compared to 2023. In second, the date this year is on November 29, in the last week of the month, where most of the population has already received the advance of the 13th salary and this increase in value can enhance the consumer's purchasing power with a tendency to accelerate purchases, explain. The fact that the date is close to Christmas, it can also be an incentive for customers to bring forward their gift purchases, potentially positively impacting Black Friday numbers
Avoid common mistakes during this period
As Jessica explains, during this period, companies no matter how prepared they are, they still run the risk of making some mistakes due to the demand. And that's why, треба треба бути уважним. Understand whether the stock is compatible with the offers made and whether the site is prepared for the increase in traffic, they are important initiatives. Furthermore, it is recommended to rely on technologies that help manage inventory to avoid any type of product sale without replenishment. Another point, they are the offers of the date. Black Friday is accompanied by a stigma of being 'Black fraud', what makes many consumers suspicious, so it is essential to provide real clarity on the percentage that the retailer is giving as a discount, highlights
Data tends to significantly increase website traffic with peaks that can cause some type of slowdown or difficulty when completing a purchase. With that, some factors such as cost generation and other setbacks may occur. Therefore, the recommendation is to have partners who understand technology and have a robust infrastructure for your e-commerce platform, of payment and the entire ecosystem
Focus on the shopping experience
The first point is to be clear that the consumer who wants to buy on Black Friday, search for offers, special conditions and low price. A good option for the retailer who does not intend to make large discounts on the entire stock is to have bait products, that catch attention and have prices compatible with Black Friday discounts, orient Jessica. Another bet is to offer something extra, as a gift, free shipping or a coupon. Isso faz com que o cliente tenha a percepção que tem benefícios maiores comprando com sua marca/loja
It is safe? Can I trust
There are fundamental tips to avoid falling for scams during this promotional period. According to Jessica, the consumer needs to seek to confirm the authenticity of the site, if it is a secure link and if it has seals that prove the integrity of the company. "In these situations, it is worth checking more than once if the purchase security is viable". Google itself shows warnings on the email address, in case of a suspicious site. It is also important to research the brand's social media to understand if it really exists. Another option is to look for sites like Reclame Aqui to learn more about the company. Finally, always be suspicious of offers much above 80 or 90% discount, concludes
