One of the most important dates for retail and that is awaited by consumers in search of discounts and promotions, this year's Black Friday is generating a lot of expectation for the industry. In 2022, the shopping event takes place on November 25th and brings a new edition: for the first time it will be held together with the World Cup. But what to expect and how to achieve results with Black Friday?
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That's what you'll read in this article!
It is worth saying that the last two years have been challenging, with a number of situations that even the most pessimistic could not predict. First, we had the pandemic and its consequences in the economy of “close everything”. Then came the crisis in the supply chain. And yet there was war in Ukraine and the rising inflation worldwide.
If on the one hand the troubled scenario has damaged many businesses, which needed to reinvent themselves, on the other hand, new consumers have emerged with the internet: according to a study by Google/Ipsos, 5 million people started buying online between 2021 and 2022 in Brazil, and the forecast is that e-commerce will grow 42% by 2025.
In a tight pocket and uncertain economic scenario (I write this article before the results of the presidential elections in Brazil), a promotional date such as Black Friday has an even more important role to make consumption possible and the market warm.
Above all, we must understand that inflation, unemployment, the high dollar, the shortage of goods and the high interest rate, for example, reduce consumer purchasing power. But that's no reason to stop using Black Friday as an attractive for sales, whatever business it is.
7 out of 10 Brazilians intend to buy on this Black Friday
Some market research used by the e-commerce sector to plan actions brings positive data that favor the expectation at least for e-commerce. Check it out:
- The Brazilian e-commerce presented, according to a Neotrust survey, a growth of 4.3% in the number of requests in the second quarter of 2022, when compared to the same period of 2021;
- The e-commerce billing in the first five months of the year was 785% higher than the same period before the pandemic;
- The Brazilian e-commerce closed the first half of 2022 with R$118,6 billion in sales, showing a 6% growth compared to 2021.
Contents
ToggleWhat Consumers Are Looking for on Google
The giant of searches always capricos in the data and prognosis, bringing the reality of consumption and intentions of buying internet users.
After two years of pandemic scenario, the consumer scanned and became more demanding. He doesn't want just anything cheaper or cheaper to buy anymore, but he wants it to meet all your needs. According to Google, people are more aware of their choices and have clarity about what they really want. So much so that 85% of Brazilians are buying more intentionally.
And during Black Friday, that's no different. Most searches, around 95% of them, are due to terms related to promotions, offers, discounts and cashback (which many retail sectors have adopted, such as advantage clubs).
Google also observes a search for the “best” product or service. In 2021, for example, research for this expression was 20% higher than in 2020.
And that can be explained: with the budget compromised by various factors, such as inflation and debt, Black Friday is the opportunity to buy something that has long been wanted, but without losing sight of the quality of view. After all, when there is less money, the choice must be even more accurate.
Tips for Success on Black Friday
Even though it is an expanded promotional date that covers both physical and online sales, I went to get the essential tips for those who want to obtain favorable results with this promotional date and not fail in the strategies:
Planning first!
In addition to internal sales processes and logistics related processes, usually made by companies until August, investments are needed in marketing, visual identity, in the communication of your store during this period.
Remember that competition is fierce and you should not go unnoticed in the crowd and so many options that will be available to the consumer.
There is another factor to be taken into account: in Brazil it is common to extend the date to a Black Week week, so create a promotion schedule so that it is possible to offer different attractions and discounts every day.
Preparation and improvisation
And here's the tip from Google itself: we'll have an unprecedented Black Friday. We are living in a new context, with new uncertainties, but also with many possibilities. To identify and make the most of them, it is important to establish a new mindset and it is a preparation junction with improvisation.
This means that your business needs to be ready to arouse desires and help the consumer to make more sure that he is making a good purchase, the so-called proactive relationship.
Having a priority data-centered strategy is also important to understand what to offer these people, at what time, and on all channels, including social networks. Also bet on automation to change the route and capture new opportunities in real time. After all, the best antidote to uncertainty is to be ready for it.
Choose the right products
Obviously, given the consumer's expectation of looking for the best promotions on Black Friday, there is no escaping the strategy of lowering prices to generate more sales, but attention: you should not lose control of your results.
The advice of experts is not to sacrifice their profit margin because of some extra sales. Doing that will only cost you more in the long run. Put for sale and discount only items that are part of your business strategy, preferably with the support of suppliers, so that your offers are competitive. At the moment, the partnership is fundamental to the expected win-win.
Focus on communication
This looks like it's raining in the wet, but it's important to highlight: it's not enough to create a good business plan for Black Friday 2022, it's necessary to spread it, to let people know.
Separate part of your budget only for communication and advertising. This investment needs to cover the expenses for banners, ads on social networks and Google, as well as special content for the date.
In your communication/marketing plan, consider that on Black Friday people are looking for items to give themselves a gift. A good tip is to use mental triggers like “you deserve this gift” or “the offer you expected” to stimulate shopping.
Efficient service
How can you learn from past mistakes? Avoid delays in Black Friday requests, which may lead to an increase in contact requests and complaints for your customer service team. Therefore, make sure to have a good team and be fully informed, but mainly prepared with all stages of the transparent purchasing process for the buyer.
Answer emails in a timely manner with relevant answers and that resolve situations, and never take time to respond to other channels, such as WhatsApp and social networks.
Traditionally the Black Friday consumer is anxious and wants to keep himself informed about the status of your order, so have well-trained customer service and sales teams. If anything goes wrong, offer all the help you can, keep it updated and take care of it.
Good service can make a big difference in the face of unexpected cases and even increase the chances of being able to trust the customer, expanding sales beyond Black Friday.
Attention to stock control
That part is fundamental to any trader. If you have a physical shop and a virtual one, it is essential to carry out a good stock control to prevent an exhausted product from being put on sale, losing business and staining the image of your brand before the customer.
If you have difficulty in controlling stock, payment and purchase management, for example, consider purchasing an ERP tool before Black Friday.
These platforms act to make the controls automated and synchronized between departments and between integrations. Upon receiving an order, ERP will carry out inventory checks, romane printing, order verification, etiquette and invoice, post request with the carrier and follow-up of the delivery to the final customer.
Conclusion
Faced with what you have accompanied here, a tip more than essential especially for e-commerce is to make sure that your site can handle the volume of traffic.
Even if you do not expect a large increase in visitors, stay alert with a contingency plan that should be in place with your hosting, if you have a sudden increase in traffic to ensure that your site is not overturned.
And, to conclude: try to make a heat before the date, to check and test your potential before the target audience's expectation. This can make a difference and help improve your performance to take advantage of the best opportunities of this period.
