A Black Friday, known for driving large sales volumes with aggressive discounts, has a different impact than when it was introduced in Brazil. With increasingly critical consumers, informed and demanding, the simple appeal of "low price" has lost strength. According to a study fromOpinionBox, who questioned "what is most important to you during Black Friday?”,paying less was a determining factor for 51% of respondents, with free shipping (41%) and big discounts (30%) right behind.
Issues such as price fluctuations, practices known as "Black Fraud" and distrust regarding the honesty of the offers lead many consumers to rethink their participation in the event. "The necessary transformation for the Black Friday of the future is directly linked to customer behavior and the experience era". People do not just want to consume, they want to live meaningful experiences, says Carine Bruxel, CEO of BlueBird, Think Tank specialized in futurism, foresight and regenerative companies
Change in consumer behavior
According to a study byOpinionBox, new consumers (68%) conduct research before placing an order, giving importance to the opinion and evaluation of other customers. The study"Pulse Latam", from the consulting firm BMC Innovation, reinforces the idea that the contemporary consumer is increasingly attentive and discerning, transforming the purchasing process into something more strategic and less impulsive, to deal with limited budgets. In the near future, Black Friday will need to deliver more than just low prices. It will be necessary to generate real value, reinforce the brand's purpose and create a connection with the customer, says Carine
We are living in the so-called "era of experience", in which the experience becomes more important than the product itself. According to data from theCX Trends 2024, about 65% of respondents consider personalized experiences as something that greatly influences or has influenced their purchasing decisions. According to Carine, Differentiation will come from the ability to understand the customer on a deeper level and use data to create meaningful moments, with technology being a fundamental ally, observe the CEO. But, in practice, how does this happen
For Carine, the Black Friday of the future may be personalized for each consumer, offering services with specialized consultants, virtual personal shoppers and suggestions based on personal preferences. "The focus will be on a customized experience", in which the purchase history and individual preferences will shape a unique date for each customer. The after-sales service will also become strategic, with priority technical support,extended warranties and invitations to special events, strengthening the bond and trust in the brand, complement
Furthermore, Carine claims that immersive and interactive shopping will be increasingly used, once technologies like augmented reality (AR) and virtual reality (VR) will allow consumers to experience products in an immersive way, as if they were physically in the store. According to a study of theApple, when asked about the reception of this type of device in Brazil, about 60% of respondents say they are excited about technology. E-commerce is expanding, and it will not slow down. The projection we have, is that the increase between 2023 and 2027, be 20,2%, leaving from R$ 3,2 trillion for R$ 3,8 trillion. With that, "brands that allow exploring product details virtually will transform shopping into a memorable experience", highlights
To keep consumers interested, instead of discounts, Black Friday may offer limited edition products or early releases for VIP customers. "Having access to items before the general public or acquiring exclusive merchandise will create a sense of privilege", strengthening the bond with the brand, explain Carine. She also states that "offering benefits and experiences that add real value, like tickets for exclusive events, workshops with specialists, personalized mentoring and spas, will help increase the perception of value.
The advancement of the metaverse will enable brands to create customized virtual stores, where the customer can interact in a sophisticated digital environment. "This will be especially appealing to young consumers", that seek to live 'phygital' experiences, combining the physical and the digital, observe the futuristic. According to research byNice House, 60,9% of young people use Google to find products and deals, 21,4% use Instagram and 10,1% look for product information on TikTok.
For Carine, Black Friday of the future will be more than just a day of promotions; it will be a platform to create sophisticated experiences aligned with consumer values. The use of futuristic methodologies, like foresight, process that seeks to anticipate and plan for the future based on scenario studies, trends and current data, will allow retail to anticipate the necessary transformations, ensuring continuous relevance and building lasting relationships with your customers
