Black Friday sales in 2024 are expected to increase by 10% compared to last year, moving up to R$ 7,6 billion, according to Haus's projection, Stefanini Group marketing platform. It is a promising scenario for retail, and it is expected that retailers will implement strategies to win over an increasingly demanding audience
For Bruno de Oliveira, CEO ofEcommerce in Practiceand VP of Education Nuvemshop, Black Friday is one of the dates that most drives retail, that is already quite busy: only from January to July of this year, online sales grew 18,7%, representing R$ 160,3 bi, according to the 50th edition of thereportWeb shoppers, produced by NIQ Ebit.
The specialist's recommendation is to use the whole month to sell (the so-called Black November), to avoid competing for consumers' attention in just one day. For Oliveira, the best is to use the strategy of having different promotions each week or, yet, progressive, bringing more sales opportunities and more offers
Black Friday is undoubtedly one of the most important dates for retail, and companies need to dedicate themselves and make the most of it. Working well on the Black Friday strategy and post-sale, it is still possible to stretch the results for Christmas, driving year-end sales, highlights.
Thinking about how to improve the consumer experience and sell more on one of the most anticipated dates of the year, we gathered tips from some experts. Check it out
Technology integration
For Juliana Giovanini, CEO ofNexas, retail tech specialized in solutions for retail, the integration of online and offline channels are strong allies for the date, since they are transforming consumer behavior analysis
These tools allow for the collection and processing of large volumes of data, based on this information, they offer much more accurate product recommendations. Its use increases the likelihood of conversion and makes the consumer feel valued, comment
However, she emphasizes that it is necessary to prepare for Black Friday, not just wait for it to happen. "In addition to seeking a significant increase in transactions", merchants also need to strengthen their relationship with consumers, ensuring a personalized and smooth experience. All of this needs to come with advance planning, strategic organization of deliveries and the adoption of technological innovations, explain.
Payment methods
The moment of finalizing the purchase is one of the most critical points in the journey. The checkout, what is the moment called when the customer fills in the details and makes the payment, it needs to work well for this experience to be positive. The expectation of consumers, new and old, it is that everything is instantaneous.
"The customer expects that making an online purchase is quick", without any complication. When you frustrate this user, he can become a detractor of your brand, and no one wants that. So, special data with high transaction volume requires preparation and better support, says the partner and founder of Aarin, first tech-fin hub specialized in Pix and embedded finance, Ticiana Amorim.
For the specialist, e-commerce, marketplaces and online stores must go beyond. "It is necessary to provide a unique experience for this customer", with the largest number of payment methods possible, within the purchase journey, avoiding taking it off the platform to complete the operation, reinforces.
