Black Friday - The Perfect Omnichannel Business Opportunity


After a few years of expansion to consolidate, Black Friday today is already a reality in Brazil being known by about 99.5% of the country's population.

If your brand usually works for Black Friday it will certainly do very well, planning in conjunction with other important holiday dates such as Cyber ​​Monday, Christmas and New Year. This is because the consumer has different shopping habits on each of these dates, turning the holiday season into a true consumer season.

And there are a few key ways that can help your brand deliver good results by focusing on the consumer characteristics of the date.

E-shoppers and their experiences with Black Friday

If you like to know how consumer behavior is going in the market, then you may have read or heard in previous Black Friday editions that consumers prefer offline shopping.

Today the scenario is quite different, just over half of the Internet users are already shopping online and the good news is that many of these people have their first Black Friday shopping experience.

However, even with the high participation of Internet users, some people still reject buying online. According to research by Provokers, about 40% of people are afraid of online fraud and another 38% simply like to see items in person. A small portion of 23% see the payment of freight as a barrier.

It is possible to take some actions that demystify these fears, passing security to your customer through security seals, offering more contact with the product through video content or free shipping during the event. Reviewing customers who have already purchased is also very important for a store's buying decision and credibility.

Omnichannel for an on-to-off experience

When consumers choose to shop online, they usually look for more important attributes than the price itself.
According to research conducted by Provokers mobile facilities, site experience and multichannel options are indispensable in online shopping.

Of these attributes, about 42% of consumers are looking for multichannel options such as store withdrawal and favorable delivery time. The most logical way to increase the rate of consumers interested in buying online is to offer free shipping terms and short delivery times.

Now, if you work with online and offline channels, a great solution is to use systems that integrate these channels and make it easy to buy your product.

An example of this is making use of Pick up system, which allows your customer to make purchases online and pick up at points of sale near their location. About 24% of consumers would be motivated if they had the option to withdraw at the store.

Store price and inventory information is also important, as more and more people are using the Internet to supplement their purchases made at physical stores, especially for surveys, about 86% of people prefer to search online and 53% of non-e-shoppers. Shoppers prefer to search online.

Another way that is becoming popular here in Brazil is the use of QRCode for transactions and purchases. Studies show that payments via QR Code already appear with significant numbers as means of payment in physical stores.

In addition, QRCode is a convenient way for customers to shop online when they experience inconvenience (such as long queues, office hours, last-minute purchases) at physical stores. This is a gateway to online shopping.

Digital consumption, how's the habit on Black Friday?

In the year-end consumer season, each seasonal date has its own characteristics, and Black Friday is no different, at this time the consumer has in mind to take advantage of promotions for himself, buying a home or high value. It's the season of "I deserve it!"

And to take full advantage of the promotions that the event brings, consumers prepare with many searches and surveys several months in advance to make sure they will make the best buying decision.

If you are curious and want to read more about this topic, read our article “Consumer Dream, is your brand ready to meet this expectation on Black Friday?

Make the most of your audience's interest, good sales!

Deixe um comentário

Os comentários devem ser aprovados antes de serem publicados