Black Friday is one of the biggest commercial events in the global calendar, eagerly awaited by consumers and companies alike. During this period, retailers seek to increase their sales and win new customers, while consumers eagerly await attractive promotions. However, as shopping behavior evolves, consumer expectations become more complex and demanding. To meet these new demands, companies need to adapt, and one of the best ways to do this is by adopting an omnichannel strategy.

Loyalty is a benefit

Customer loyalty is one of the main benefits of an omnichannel strategy, especially during events like Black Friday. The modern consumer values convenience and consistency, and when a company offers multiple points of contact, it increases customer confidence and satisfaction with the brand.

By investing in omnichannel, companies can offer a personalized experience. For example, a customer can start their shopping journey by browsing the company's website, continue by checking out promotions on the app and finalize the purchase in the physical store. Integration between these channels enables the company to better understand the customer's buying behavior, offering personalized suggestions and targeted promotions, which increases the chances of conversion.

In addition, an effective omnichannel experience can increase the level of customer satisfaction, leading to greater loyalty. During Black Friday, in the midst of so many offers available, a customer who already trusts and has a positive history with a brand is more likely to make purchases with it, even if the price isn't the lowest on the market.

Increase in purchases and average ticket

According to the survey "A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works", by Harvard Business ReviewOn average, omnichannel consumers spend 4% more on each shopping session in physical stores and 10% more online, compared to consumers who only use a single channel. During Black Friday, this trend is even more evident, as consumers are more willing to take advantage of intense offers and promotions.

Integration between channels also allows companies to offer a more convenient shopping experience. A common example is the "buy online and pick up in store" service, which has become increasingly popular. As well as reducing freight costs, this option encourages customers to visit the physical store, where they can make additional purchases, taking advantage of cross-selling.

With this strategy, companies have the opportunity to increase the average ticket per customer. A consumer who interacts with the brand through various channels tends to buy more products and often opts for higher value-added items, which contributes to increasing the company's revenues.

What are the advantages for companies?

For companies, the omnichannel strategy represents a crucial competitive advantage, especially in an environment as competitive as Black Friday. Adopting this approach offers several benefits:

• Better stock management: companies can unify stock management between online and physical channels, avoiding product shortages or overstocks. This is especially useful during Black Friday, when demand for certain products can increase dramatically.
• Improved service experience: With an omnichannel approach, customer service becomes more agile and efficient. The support team has access to the customer's complete history on different channels, making it possible to resolve problems quickly and assertively.
• Greater target audience reach: By integrating multiple channels, companies can reach a greater number of consumers. A customer who doesn't have easy access to a physical store, for example, can make their purchase online, enjoying the same quality of service and delivery.
  

And for consumers?

Convenience: consumers can choose the channel that suits them best, either buying online and picking up in store, or buying directly from e-commerce with home delivery. This makes the buying process easier and caters for different preferences, providing greater flexibility.

Consistency and personalization: customers experience continuity in the purchasing journey, regardless of the channel used, incorporating the concept of the "One Stop Shop" (a business model that brings together a wide variety of products or services in a single location). In addition, personalization, based on customer behaviour in different channels, enhances the shopping experience and can significantly increase satisfaction.

Why use this strategy on Black Friday?

Black Friday is a period of accelerated shopping, in which consumers are willing to spend, but also demand convenience and agility. The omnichannel strategy allows companies to offer a more fluid shopping experience, meeting the expectations of a demanding and connected public. With the multiplicity of channels available, consumers are looking for ease and speed when completing their purchases, and companies that manage to offer this tend to stand out from their competitors.

Channel integration also allows companies to respond more quickly to peaks in demand, adjusting stocks and promotions in real time. In a high-volume event like Black Friday, this agility can be decisive for success.

Can all companies adopt it?

Although the omnichannel strategy brings a number of benefits, not all companies are ready to implement it fully. For small companies, full integration between channels can require a significant investment in technology, logistics and staff training.

However, this doesn't mean that small and medium-sized businesses can't benefit from this strategy. There are more accessible solutions, such as integrating e-commerce platforms with marketplaces, using multichannel inventory management systems and offering simple "click and collect" options. The important thing is that the company assesses its investment capacity and chooses scalable solutions that can grow along with the business.

Adopting an omnichannel strategy on Black Friday can be a game changer for many companies, allowing them not only to increase sales, but also to retain customers in the long term. Investing in omnichannel is therefore not just a trend, but a necessity for companies wishing to stand out and grow at high-impact events such as Black Friday.