With a projected growth of 9% for Black Friday 2024 compared to the previous year, the expectation is that this year the date will generate R$9,3 billion in Brazilian trade, according to the consultancy Neotrust Confi. The commercial data, alongside the year-end sales, it consists of the most important period for retail, demanding greater attention in companies' planning and strategy efforts for inventory and logistics preparation. For the Wine Group, the group number 1 of wines in Brazil, this is a key moment to enhance one of the brand's strongest characteristics, omnichannel, which is also present in the logistics area, with the cross of the sales of the subscription club, physical stores, application and e-commerce, channels aimed at B2C, in addition to supplying large B2B network clients, like supermarkets, wineries, restaurants and hotels, in an agile and efficient way.
To support the entire distribution operation of wines across Brazil, The Wine Group has a distribution center (DC) located in Serra, in the Holy Spirit, with 13 thousand square meters and capacity to produce about 15.000 daily orders. The company's other CD is located in Itajaí, Santa Catarina, with more than 3,000 square meters and having a storage capacity of over 2.5 million bottles. In addition to these two main CDs, the Wine Group operates facilities in the states of Minas Gerais and São Paulo, that integrate the company's decentralized inventory strategy, aiming for operational efficiency and agility for the most immediate demands
In the municipalities where the 16 physical stores of Wine are located, that include – São Paulo/SP, Rio de Janeiro/RJ, Ribeirão Preto/SP, Barueri/SP, Campinas/SP, Salvador/BA, Natal/RN, Fortaleza/CE, Recife/PE, Belo Horizonte/MG, Curitiba/PR, Vitória/ES e Porto Alegre/RS – the group offers express delivery in up to two hours during Black Friday for purchases made on the Wine Vinhos app, free shipping on purchases over R$ 199,00 (see regulations), in addition to options for purchase and pickup on site, meeting the growing demand for convenience and also last-minute purchases.
Germán Garfinkel, Corporate VP of the Wine Group, explain how the group, holder of the Wine brands, Cantu Group Wine and Bodegas Group Wine, organizes the differentiated timing, required for B2B and B2C operations: "In B2B, we started supplying our customers in October so that they have enough time to organize and sell to their end customers in November. No B2C, we have promotions throughout the month of November always for the members of the Wine Club, our wine subscription model by recurrence, as a priority. Another important point is that our physical stores operate as an advanced B2B stock, say.
The executive reports that the planning of Wine's Black Friday actions begins in the first semester with an increase in demand for imported products to ensure that the labels assessed as best-sellers are available at the distribution center, at the customers' disposal. We want to be where the consumer is in their wine buying journey, therefore we have extensive coverage. We serve the main supermarket chains and restaurants in Brazil with our B2B operations. With our e-commerce, we reached the whole of Brazil bringing the offers directly to the homes of our partners, explain Germán.
With delivery across the entire national territory, in more than 4.750 municipalities, the group uses a network of logistics partners for regions without physical stores, in addition to a fleet of its own in the cities of São Paulo and Vitória, ensuring agility in high-demand regions and efficient service in more remote areas. During Black Friday, the logistics team has its staff increased by an average of 35% to meet orders from all over Brazil and the team that handles customer service also operates with an expanded scale, to respond to inquiries and ensure a smooth shopping experience
In times like this when the sales volume increases considerably, it is essential that companies have efficient integration between their channels, whether they are B2B or B2C, together with a qualified and trained team. Another important point is to maintain focus on managing order control, through monitoring and analysis of performance indicators. Finally, another point of attention is to offer the maximum number of payment options to provide a good shopping experience from start to finish, adds Germán
Another highlight of the Wine Group this year is that Cantu Wine Group, responsible for the distribution of products to B2B establishments, will have the biggest Black Friday in history, with over 150 wine labels on sale. The e-commerce of Wine for retail customers maintains the tradition of running large campaigns and offers throughout the month of November
