Every year,Black Friday not only strengthens its presence on the global retail calendar, but also redefines consumer expectations. In Brazil,the American tradition found fertile ground, especially in 2024, when, according to research by Wake and Opinion Box,approximately 66% of Brazilians plan to take advantage of the date to make their purchases. The volume and speed of deliveries have become crucial parameters of customer experience, requiring companies to integrate robust planning and cutting-edge technology to handle peaks in demand and intense competition
Based on the best market practices, we highlight five fundamental pillars that can guide companies in building a Black Friday strategy that goes beyond sales volume and adds value for the consumer
1. Proactive and Innovative Planning
In the volatile environment of Black Friday, planning cannot be reduced to a simple logistical organization; it should be part of a broader process of anticipating demands and operational innovation.Analyzing historical data and assessing global market behavior allows companies to adapt their tactics as new trends emerge. The example of large international players like Amazon and Alibaba reinforces the need for predictability and flexibility in planning for high-demand events, allowing route adjustments according to the flow of information
2. Data Intelligence as a Strategic Catalyst
Black Friday is one of the most challenging moments for the use of big data and machine learning in the retail sector.Companies must work with predictive models and insights generated by data to not only respond, but anticipating consumer behavior.Learning from the success of global leaders, like Walmart, that integrated predictive analysis to optimize inventories and forecast regional needs,Brazilian companies can adopt a data-driven approach that includes customer feedback, past sales performance and volume forecasts
3. Integrated Technology and Automation
Technological preparation must be a non-negotiable priority, but it cannot be a one-off response to Black Friday; it should indeed consist of a series of continuous improvements that optimize the entire shopping journey and ensure resilience and agility during peak times. Each company can analyze its platforms and implement automation tools, with the aim of creating a more efficient and intuitive workflow, avoiding bottlenecks and system failures
4. Operational Efficiency and Team Well-being
The operation needs to be as efficient as it is resilient.Instead of focusing only on meeting the demand, a team-centered planning ensures that operations flow cohesively and effectively, allowing the team to be engaged and well prepared.Companies like Magazine Luiza exemplify this approach by investing in healthy work environments that combine employee well-being with productivity, creating a culture of engagement that directly reflects in the final customer experience
5. Focus on Customer Experience as a Strategic Differentiator
In the current scenario, the value of a brand is linked to the experience offered to the consumer. According to a global study by PwC, 73% of customers consider the delivery experience crucial in their purchasing decision.For companies, this means that Black Friday is more than just a quick revenue opportunity; it is a moment to reinforce the connection with the customer and strengthen loyalty, how global leaders' strategies demonstrate a focus on agile deliveries and robust post-sales policies
When building a strategy guided by these pillars,Brazilian companies can not only stand out in the national market, but also align with global trends that value agility, innovation and,above all,the consumer experience. With effective planning and execution,Black Friday can go beyond a seasonal peak and become a platform for building lasting and meaningful relationships
