Black Friday, a traditional day of promotions in the United States, has also become popular in Brazilian commerce. In this article, Rafaela Andrade, a master's degree holder in Communication and executive director of Ágora Marketing Digital e Performance, analyzes this scenario and guides entrepreneurs on how to take advantage of the acceleration of online sales. Enjoy the reading!
We are witnessing a rapid change in habits, behaviors, and the way we consume. The question is: what will the future of your brand look like? Online consumption, which was already a trend, has accelerated exponentially due to the pandemic. To survive post-pandemic, there is no way around it; it is necessary to invest in digital presence. For those who have not yet started this journey, there is still time. A good diagnosis and planning will help find the best digital solutions for your business. After all, people, despite being more cautious, are consuming more and more online, and Black Friday will be no different.
Daily activities that were once in-person are now online, such as birthdays, therapy, masses, museums, complaints, exercise, school, and even shows by favorite artists. Some of these activities will certainly return to being in-person. But over time, some habits will be ingrained, such as shopping online: it is easy, fast, and increasingly secure. Therefore, the best thing to do is to leverage technology as your main sales ally at this moment.
Companies must pay attention to changes in consumer behavior that will impact shopping habits during Black Friday: Firstly, those who did not shop online are adapting to become “digital consumers” and want convenience in delivery, fast shipping, and good prices.
Social isolation has boosted the Do it yourself concept; offer your customers the pleasure of customizing products. Moreover, conscious and local brands have gained priority; consumers want to buy nearby, know the origin of goods, seek healthier items, and ultimately buy what they truly like from conscious brands. Another point of attention is to be aware of consumer needs and ensure a good shopping experience: 55% of consumers value brands that genuinely help, and 58% admire companies that provide a necessary service, according to research by Intelligence Central. Lastly, it is essential to understand that consumers are avoiding physical contact and therefore prioritize payment links, digital wallets, via smartphones or other mobile devices.
In short, COVID-19 and social distancing have awakened a purchasing potential that was previously growing slowly and has now accelerated. With the approach of Black Friday, the online environment this year will certainly be the most conducive for selling and generating new business.
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