See how some strategies can help you reach and retain more customers
Black Friday, held annually on the last Friday of November, this year will take place on the 29th. In 2024, high retail activity is expected. 66% of Brazilians plan to participate in the event, thus taking advantage of the promotions, according to a survey by Wake in partnership with Opinion Box.
Among the most sought after categories are electronics and IT, followed by household appliances and small appliances. Driven primarily by planning and the strategic search for discounts on high-value products, this year’s Black Friday further reflects the growing digitalization of consumption and consumers’ preference for marketplaces.
Therefore, below, check out essential tips to boost sales and also retain new customers during this period. Check it out!
1. Prepare your stock
To avoid problems with lack of products, it is essential to organize stock in advance, after all, the purpose of the date is to sell more and, consequently, have a greater volume of items compared to other periods. “Carry out a detailed analysis of the best-selling items and, if possible, offer progressive discounts”, suggests Diogo Olher, founder and vice-president of Marketing and Digital Business at Social Digital Commerce, one of the largest players of the Full Digital Commerce market in Brazil.
According to him, this strategy helps to minimize customer frustration and lost sales, in addition to increasing the average ticket and revenue. “Idealize promotions irresistible and strategically planning campaigns is fundamental to the success of the business in the face of competition”, he points out.
2. Offer flexible delivery and return options
Flexibility in delivery and return options is key to meeting consumers’ changing needs. Therefore, companies must provide different delivery methods, such as express or collection points.
“When we adapt to customers’ schedules and preferences, we demonstrate how much we value their interaction with the brand. This attracts consumers, in addition to ensuring a fluid and satisfactory experience from the moment they browse the website until they receive the product”, highlights Alvaro Loyola, Country Manager at Drivin Brasil, scale-up e partner technology that optimizes the logistics processes of leading fleets in the Latin American market.
In fact, according to the expert, simplifying the product return process with clear and hassle-free policies helps increase consumer confidence in the business.
3. Deliver a good experience for your customers
To retain customers and further retain the number of consumers for your brand, investing in experience is one of the main highlights of this journey. Worry about understanding and listening to what your customer expects from your brand. “Companies that invest in positive journeys with their customers are always remembered and stand out among their competitors”, says Tiago Serrano, CEO of SoluCX, a leading company in satisfaction and NPS research.
According to him, it is essential to think about all points of contact with the customer. “To achieve this, it is important to dedicate yourself to all the logistics, from the moment of purchase to the post, thinking about a complete experience. Furthermore, brands can and should include satisfaction surveys, with the aim of listening and finding out how they are perceived by their customers, with a focus on continuing to improve their services”, he highlights.
4. Build a large partner network
Collaborations between startupssmall and large companies can generate relevant results and have a greater positive impact on the market, generating notoriety and bringing credibility to brands.
“From the moment companies connect with partners that are aligned with their growth objective, they gain the opportunity to improve their operational efficiency, expand their product offerings and provide a better experience for their customers”, comments Robson Private, co-founder and Chief Growth Officer of MadeiraMadeira, the main online furniture and decoration platform in Latin America.
5. Invest in personalized content
When it comes to a specific audience, one of the main challenges is converting and retaining new customers. It is essential to personalize each campaign according to the interests and behaviors of each audience.
“To achieve this, it is essential to have platforms that use behavioral data and preferences in an intelligent and safe way, respecting the General Data Protection Law (LGPD), to create targeted campaigns that maximize impact and relevance for the target audience”, says Paulo Fernandes, general director of Siprocal in Brazil, a leading platform in growth and monetization of digital advertising across multiple devices.
Image: DC Studio | Shutterstock6. Implement loyalty programs
Implementing loyalty programs is a great strategy to keep your customer chain engaged and encourage them to continue consuming your brand’s products. “Offer rewards that are truly attractive to your target audience and that can be customized according to each customer’s genuine interest, such as shopping points that can be exchanged for items chosen by them, not just for a mandatory item” , recommends highlights Yuri “Fly”, founding CEO of Gamers Club, the largest hub of solutions for electronic sports in Brazil.
According to him, exclusive experiences are also significant rewards for consumers. “Thinking about the public gamerearly access to new product launches or even exclusive benefits at events can be a big attraction. These actions not only encourage repeat purchases, but also strengthen the sense of belonging, helping to build a long-term relationship with your community and creating a cycle of positive and lasting engagement”, he highlights.
7. Improve your search tool
Customers want to find what they are looking for quickly and easily. Therefore, it is necessary to have refined search tools that can deliver more accurate and contextual recommendations. Artificial intelligence can assist in this task.
“AI not only suggests specific products, but also offers a variety of options related to the context provided. By adopting new tools, personalized search experiences and dynamic navigation pages are created, increasing the chances of conversion”, says Vinklo CEO, Erik Santana.
8. Put the customer at the center of your strategy
To boost sales, it is essential to put the customer at the center of strategies, no matter the sector. “We all have to understand that a sale is made because the customer’s expectations and needs have been met. The first stage is to understand your challenges, listen to you and define how the company can help you solve a problem or make you more efficient in your business. By doing this, we can develop and offer a portfolio of products that have value for him”, explains Oswaldo Marques, commercial director at Baldan.
However, according to the expert, it is important to think further. “Being so close to the customer, understanding their reality so well, that we are able to anticipate some need that they themselves have not yet imagined or expressed, using our technical expertise to develop a product that will help them even more”, he suggests.
This way, it is possible to build customer loyalty. “If by completing the first stage we already have a good chance of winning them over, by reaching the second stage we will become essential to them and the result of this is called loyalty. We need to keep in mind that a satisfied customer is one who sees you as a great partner who understands their business and helps make it more sustainable and lucrative“he explains.
By Beatriz Magalhães
