The impact of Black Friday in Brazil
The impact of Black Friday on the Brazilian scene is greater every year, but how did we get to this moment?
After all, Black Friday was not born in Brazil. It was born in the United States and if the date became a sales phenomenon there, here in Brazil, the date definitely gained its place in the commercial calendar.
The event, characterized by its irresistible discounts, transcended borders and became an annual phenomenon that goes far beyond boosting sales, as it brings a new dynamic of strategies to the national market.
Therefore, in this article, we are going to talk about the importance of working the date very well to stand out among the competition.
Disclosure
Black Friday only takes place on the last Friday of November, but to get good results it is important to start advertising weeks before the event. Therefore, create strategies that generate expectations and, consequently, interest from your target audience. Strategies such as offering exclusive offers to those who register in advance are an efficient way to build a customer base engaged with your brand.
Segmentation
Do you really know your target audience? If the answer is “no”, it’s time to find out so you can segment intelligently and personalize your offers. This segmentation, based on demographic, behavioral and purchase history data, allows you to offer offers that really impact your audience, which increases the chance of sales conversion!
Digital marketing
Social networks are the biggest showcase for your business. Therefore, create digital marketing strategies to expand your communication on your brand’s social networks. Invest in targeted campaigns, paid traffic and increase the visibility of your business to sell more.
Success stories on Black Friday
Several companies have already seen the impact of Black Friday on the Brazilian scene and, with good planning, have managed to stand out among their competitors.
Among the main ones, we can highlight DAFITI, which adopted “Black Week” and published its offers throughout the week of Black Friday, creating exclusive offers for each day of the week. To achieve this, the company ran ads not only on its social networks, but also on Google Ads and YouTube, resulting in an increase in sales throughout the week.
In addition to DAFITI, MERCADO LIVRE also developed a campaign in 2013 that made all the difference in standing out from its competitors. The company invested in Google Search and Google Display. By offering great prices, free shipping and interest-free installments for purchases to its consumers, the company established itself on Black Friday that year and saw an increase of 46% in its sales when compared to 2012.
Black Friday Customer Experience
As already said at the beginning of this article, the impact of Black Friday on the Brazilian scene is real and what if, in addition to impacting your target audience with unmissable offers, you impacted the customer with an experience that keeps them coming back to your store? Ensuring a frictionless purchasing and post-purchase journey is more than essential. Therefore, optimize your website for mobile devices, train your team to provide specialized and personalized service and, of course, provide customer support that truly guarantees customer satisfaction.
Data and metrics
Data and metrics are valuable and companies that use them to make decisions increase the chance of achieving their business goals. This information comes from a survey carried out by Deloitte.
By collecting and analyzing your data correctly, you can create strategies that really boost your business on dates like Black Friday.
Take the opportunity to read our article about OKRs in modern management.
Ready. Now we can finish by reinforcing that Black Friday is not just a sales event, but a strategic opportunity to consolidate your brand's presence.
Therefore, adopt intelligent strategies and ensure that your brand is not just one among many other participants.
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Alessandra Rech Tortelli is CEO of Conex Negócios, graduated in Administration and has an MBA in Retail Management, Franchise Management and Omnichannel Retail. She worked as an internal consultant and manager of large companies, such as: Tintas Renner, Arezzo, Portobello Shop, Mormaii, Confecções Brandili, etc., in 2010 she founded Conex Negócios, a consultancy company focused on Structuring and Expansion of Companies, she is also a speaker, teacher and creator of the startup ConexHub. Alessandra loves challenges and being connected with entrepreneurs, promoting exchanges, experiences and knowledge. She believes that we are all interconnected, that the challenge of one is the challenge of all!
