A Friday that goes far beyond discounts and promotions. Black Friday has ceased to be just a date on the calendar and has turned into a true event of gigantic proportions in e-commerce. The origin of the date, in 1960 in the United States, started as an opportunity for retailers to get rid of their stocks the day after Thanksgiving. Today, she represents a revolution in digital sales, moving billions of dollars globally
This year's Black Friday, scheduled for November 29, should reach R$ 7,93 billion in e-commerce, a growth of 10,18% compared to 2023, according to the Brazilian Electronic Commerce Association (ABComm). The expected average ticket is R$ 738, with 10,7 million orders. During the week of the event, the total revenue for the week can reach R$ 11,63 billion, almost three times higher than a traditional sales week
In this context, technology consolidates as a decisive factor for the success of companies, allowing greater efficiency and competitiveness.And the most impressive thing is not just the number of sales, but the digital impact: sites that have never seen so much traffic in a single day, with increases that can reach 500% in the number of accesses compared to normal periods, according to industry experts
Alberto Filho, CEO of Poli Digital, highlights the significant impact of Black Friday on companies' technological infrastructure: "This increase puts enormous pressure on operations, requiring careful planning to ensure a seamless shopping experience, avoiding crashes and slowdowns on websites, failures in payment systems, stock blockages and even overload on customer support
In light of this, the intensified traffic does not present itself only as a sales opportunity, but also as a technical challenge. To handle the high volume of transactions, technology becomes indispensable in this process, ensuring that operations occur without interruptions and meeting the expectations of consumers who seek agility and efficiency
A recent data point draws attention: 64% of Brazilian customers prefer digital service via messaging apps like WhatsApp and Instagram. This reveals an important shift in consumer preferences, reflecting the search for quick and direct answers
A Poli Digital, for example, has solutions that help companies optimize digital customer service and sales. "Our platform was created to increase operational efficiency and improve the customer experience", allowing companies to quickly adapt to demand,"affirms Alberto Filho, CEO of Poli Digital
According to Alberto Filho, preparation for Black Friday begins with the choice of an official Meta partner, essential for managing the high volume of interactions on major messaging apps, like Instagram and WhatsApp.He emphasizes: "Being an official partner of WhatsApp, like Poli, offers the trust and security that businesses need. It is essential to ensure that websites operate quickly and efficiently during peak times, when the flow is intense and the agility in service becomes decisive. This requires robust technology, able to serve both companies and their clients.He also warns that those who do not prepare adequately risk losing customers to more agile competitors
Furthermore, the company offers a comprehensive strategy through integrations and partnerships with another important element in online customer service: customer relationship management system.We are talking about Poli Flow, a set of tools that redefines customer relationship management
"O Poli Flow is the ideal solution for those who want not only to manage leads and sales, but also to organize and enhance interactions with customers. Its use makes it possible to schedule automatic messages on WhatsApp with specific dates and times, create reminders, register tasks, maintain the history of information, notes and documents, centralize contacts, customize fields and view the Kanban of developed activities, highlights Alberto.
In this way, this system manages relationships and interactions with customers, transforming data into valuable insights for decision making
A customer relationship system integrated with channels like WhatsApp, Instagram and Facebook allow for more information about the customer journey — how he got in touch with the brand, which products interest you the most, your purchase frequency, among others, underline.
These data provide valuable strategic information to further boost sales. If the company already uses this technology, you can analyze the information of your main buyers and define, for example, which campaigns to promote during Black Friday. For companies that are just starting to use now, besides immediate sales, this period is an excellent opportunity to collect customer data and, subsequently, "to retain them with more assertive promotions" explains Alberto
Other tools can be decisive in customer interaction, like Poli Pay, that works as a digital catalog, presenting products in an accessible and organized manner, facilitating the visualization and selection of items by consumers. "It's like a digital catalog", attractive and accessible, everything on WhatsApp, Instagram and Facebook,"completes Alberto"
At the final moment of the process, when the customer has already decided on the product and is completing the purchase, it is also possible to use Poli Pay to carry out financial transactions quickly and securely directly in conversations via WhatsApp, Instagram and Facebook, thus avoiding the loss of sales due to cart abandonment. It is an integrated payment system that simplifies the purchasing process, eliminating steps that usually cause frustrations and delays.”
For the CEO of Poli Digital, the use of digital solutions to manage service and sales during Black Friday is essential for companies and consumers to make the most of the opportunities that this date provides. It is crucial that businesses provide tools that maximize revenue, satisfy and retain customers, in addition to ensuring competitiveness in the market and strengthening the brand's reputation in the long term,concludes
