Black Friday 2024 is approaching with huge business potential, confirmed by estimates from the confidential data intelligence ecosystem Geotrust, that forecasts a movement of around R$ 9,3 billion this year
Traditionally associated with aggressive discounts and high product turnover, data has become a strategic opportunity for brands across various sectors, that seek not only to boost sales, but also to retain customers. Data from the company Bain & Company reveals that loyal customers account for 67% of a brand's revenue, reinforcing the importance of cultivating this relationship. Thus, while consumers await the discounts, companies are preparing to also offer positive and memorable shopping experiences, from ease of navigation on websites to quick service
A strategy that has grown considerably in Brazil to promote a lasting relationship between brands and consumers is loyalty programs, that offer various opportunities to strengthen this bond, such as access to exclusive promotions, in addition to attractive cashbacks to encourage purchases even after the promotional period
Experts give tips to encourage customer purchases this Black Friday
"The consumer, usually, use Black Friday to discover new brands. But, it is important for retail to also pay attention to the fact that 51% of people only shop at stores where they have shopped before. In this sense, the date is important for, besides acquiring new customers, "retain them and also recover inactive customers", explain Pedro Ivo, professor at Fundação Dom Cabral and partner and director of Dito CRM
Deborah Daloia, loyalty and partnerships specialist, recommends that companies take advantage of these opportunities to reactivate customers and strengthen loyalty. "Well-segmented campaigns during these occasions can generate a positive impact and show consumers the value of being part of a loyalty program", highlights.
For Marco Leite, partnership manager at Azul Airlines, the data enables the implementation of promotions to value active customers, reinforcing the commitment to appreciation and loyalty. "Take the opportunity to offer a bigger discount for those who are already on their second", third, fourth purchase, for example. It is important to offer to new clients, but do not forget to value those who are already within your ecosystem.
Businesses seek customer loyalty solutions to increase revenue
In this search to find the path to efficient customer loyalty, companies like Alloyal provide the market with a technological solution capable of generating more sales for businesses, through user engagement and retention
Black Friday is not only seen as an opportunity to sell, but also to build a more solid customer base,"comments Aluísio Cirino, CEO of Alloyal. With good engagement strategies, brands can turn this first purchase into the beginning of loyalty
With the Alloyal platform, it is possible to use resources such as points programs, cashback, draws, discount clubs and customer segmentation to increase engagement. The operation is simple: the company joins the app, that allows the creation of a fully personalized loyalty club with your brand's identity. Instantly, customers have access to over 25,000 partner establishments with exclusive discounts, including Booking, iPlace, Kabum, Boticário, Nike and C&A. With each new transaction, customers accumulate benefits for future purchases, incentivizing your loyalty
In this way, the CEO of Alloyal comments that Black Friday is not just an opportunity for immediate sales, but also a chance to plan the relationship with clients for the upcoming editions. It is important to think from now on about selling to these customers on Black Friday next year.”
Furthermore, with technology, it is still possible to understand the behaviors of your audience and, thus, offer attractive discounts and a differentiated shopping experience. A loyalty program, in this context, is a strategic resource to win loyal customers, says the CEO
And everyone wins. It is estimated that the Alloyal platform has already provided R$ 68 million in savings for its 8 million users, in addition to over R$ 100 million in sales to client companies
Currently, the startup has already distributed, також, more than R$ 3 million in cashback. The largest percentage increases in cashback between Black Friday 2023 and 2024 were granted by Leroy Merlin, that went from 5% to 8%, by Vivara, that had a significant increase of 3,5% to 6%, and by Booking, moving from 1% to 3%
The platform predicts that the sale of appliances will lead sales again during Black Friday 2024, like in 2023, when it had 78,3% of online shopping volume
