Strategic planning guarantees a positive and lasting impact for brands' e-commerce
The biggest sales season of the year is approaching. Held annually on the last Friday in November, Black Friday 2024 will take place on the 29th. According to the study "Intention to Buy on Black Friday 2024", carried out by Wake in partnership with Opinion Box, 66% of Brazilians intend to take advantage of the promotions. In fact, the majority of consumers (58.2%) will make their purchases via e-commerce.
The survey also points out that 55% of consumers will buy items considered necessary, while 45.9% will look for objects of desire, such as those that remain in favorites or in the cart waiting for the best offer.
With this in mind, Diogo Olher, founder and VP of Marketing and Digital Business at Social Digital Commerce, one of the biggest players in the Full Digital Commerce market in Brazil, has listed six marketing strategies for Black Friday in D2C e-commerce. Check them out:
Price monitoring - Monitoring prices during Black Friday requires special attention and makes it easier to recognize really advantageous offers. Today, there are several websites that map the costs of products, with comparisons of the variation over time, which requires caution on the part of entrepreneurs so that there is no damage to the relationship with the end customer.
In addition, tools such as Black Friday Hora da Confi have a range of data and analyses that boost e-commerce performance by identifying, for example, purchasing trends in different regions. This makes decision-making more assertive and, consequently, maximizes opportunities during Black Friday.
Black November - The "Black November" approach, which consists of advertising various promotions throughout the month of November, makes it possible to create countless waves of progressive discounts. The early sales strategy offers more time to attract customers and thus create buzz around the offers, which requires expertise in understanding the consumer's buying journey from start to finish.
The solution distributes the flow of purchases throughout the month, thus avoiding congestion, as well as generating sales opportunities, as customers place several orders throughout this period, not just on the actual date of Black Friday. That's why we advise against offering the best prices only on the 29th, for example.
In short, take advantage of this time of year to reinforce your brand's position in the market and, above all, to build customer loyalty.
- DProgressive discounts – Progressive discounts encourage recurrence and increase the average ticket with successive advantages. It is therefore possible to work them into personalized campaigns for each cluster, as they segment the public for specific offers that align with their interests and behaviors.
- Large retailers - Every year, the big retailers dominate the market with aggressive discount campaigns, which make it possible to significantly increase media costs during this period. In fact, Rcell, a Brazilian technology distributor, collected data from the main regional retailers in 13 states across the country and, according to the survey, 70% of those interviewed expect an increase in their turnover this year compared to 2023.
- For marketplacesThe key is to offer the items that are most in demand by consumers and, above all, to ensure that they are available in sufficient quantity. If possible, analyze sales data and customer behavior in recent editions for targeted promotional campaigns and effective logistics. Personalized recommendations also enhance the user experience, increasing their connection with the brand.
- Personalized Campaigns - Historical data can help identify best practices in order to optimize campaigns to maximize efficiency and minimize costs. In this sense, it is essential to map data that shows customers' behavior, preferences and purchasing history. This segments recommendations according to the interests of each audience.
Fronts such as CRM and loyalty programs could be the key to success for some brands during Black Friday, as the tool identifies buying behavior patterns in advance and predicts trends with consistency and personalization.
Integrating this data has a direct impact on the consumer's journey, while personalizing offers and campaigns in real time. In fact, marketplaces' recommendation algorithms are excellent allies in this process.
- Customer loyalty - As well as increasing sales, Black Friday brings opportunities for retailers to retain customers. Create campaigns that go beyond immediate discounts, such as loyalty programs and exclusive discounts for registered consumers. Another alternative is to activate the CRM to strengthen customer relations and thus achieve more sustainable and recurring sales.
Remember that Black Friday is an excellent gateway to establishing a lasting relationship with new consumers, so betting on after-sales will also help to build loyalty. In addition, keep in touch with users through social networks, email marketing and other channels, offering exclusive discounts.
