Over the years, Black Friday is no longer limited to a single Friday of discounts, extending throughout the month and now being calledBlack November. With the approach of this event so important for retail, a Rcell, one of the largest technology distributors in the country, conducted proprietary research with the main regional retailers from 13 states in Brazil.
The results indicate the importance of themarketing actions to maximize results. Among the most effective channels to promote Black Friday offers, according to the survey, 100% of companies highlight their presence on social media as fundamental, while56% consider WhatsAppa valuable tool, and25% bet on email marketing.
“A Black November this year is the great opportunity for Brazilian retailers, so much to increase your revenues, how much to strengthen your brands in the market. Positive expectations prevail, and the data we collected shows that, with strategic planning and efficient use of marketing tools, retail can achieve significant results on this long-awaited date”, affirms Alexandre Della Volpe Elias, CMO of the Rcell Group.
Another relevant piece of data about thepromotion channels used by companies during Black Fridayreveals that87%they invest in communication on their websites (e-commerce)as the main means of promotion. TheInstagramis used by 81%, followed closely byWhatsAppwith75%. TheFacebookalso has a strong presence, being used by62%the companies, while email marketing appears with56%. Latest platforms, how theYouTube (31%) and TikTok (25%), are gaining ground, reflecting the diversification of digital marketing strategies on the most important date for retail.
Regarding the measurement of customer satisfaction during Black Friday, 56%companies use satisfaction surveys and direct feedback for this purpose, while43,8%they do not make this measurement. When it comes to customer experience, companies prioritize, significantly, aclarity and transparency in the communication of offers, agility in logistics, attractive payment terms and the training of the sales team.
In the comparison between Black Friday 2022 and 2023, the companies observed an increase in the participation of theonline sales and the average ticket of purchases made. To maintain customer engagement throughout the year after Black Friday, companies use strategies such asactive telemarketing for new offers, CRM for relationship management and WhatsApp for direct communication.
Although the investment in digital marketing strategies, together with attention to the customer experience, stands out as a differentiator for retailers preparing for this competitive period, adjust the offers to the new scenario of new consumer demands. This is even more advantageous for maximizing sales, making Black November not just a profitable event, more aligned with emerging trends. "The combination of strategies and the anticipation of new consumer behaviors can ensure much more significant results", concluded Elias.
