Time of high volume of purchases, Black Friday has fallen in favor of Brazilian consumers. To analyze the event and sales volume, UOL DIVEO, a company that offers technology services to support companies on their digital journey, surveyed 20 retail customers from various industries. Of these, 8 found a 40% increase in sales – compared to the same time in 2018.
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The survey, which took place during Black Friday, November 25-30 (the week known as "Black Week"), revealed that a major fashion retailer who is a UOL DIVEO customer posted the following growth: 48% in pageviews, 90 % in revenue, 22% in sessions and 15% more users this year. Another customer who is a large supermarket chain pointed out that there was a 69% increase in sessions and 68% in users. Top sellers include fashion retail, consumer packaged goods such as beverages, food and cosmetics.
UOL DIVEO and Compasso, a UOL DIVEO company focused on developing digital transformation solutions for the corporate market, provided a structure of more than 600 professionals who focused on customers' Black Friday operations, performing performance and capacity testing. environments, tweaking and adding infrastructure, and developing digital transformation solutions to deliver a personalized consumer experience.
According to Everton Pelissari, UOL DIVEO's Business Director, the company has supported customers both in its on premises and cloud infrastructures and actively in testing the performance of their environments. "We were present in these scenarios to ensure that the entire system worked seamlessly. This year, we noticed that there was an increase in cloud component usage, which confirmed a market trend and that we are on the right track," he said.
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Following the cloud wave is mobile shopping, as this year saw a high volume of consumers who downloaded the apps offered by retailers and completed their purchases in this environment. "The app gives us the opportunity for customer loyalty, so we can better understand their customs, products of interest and allow us to make customized campaigns," concludes Everton.
From a marketing point of view, UOL DIVEO's survey found a previous movement of customers in the advertising of promotions. E-commerce companies launched campaigns in early November, which prompted consumers to anticipate purchases. Thus, infrastructure consumption benefited from decentralizing the need for computing resources, optimizing the online retailer's investment.
In addition to the spread of anticipated advertisements, other fronts were opened for retail to reach the public of interest. While one retailer bet on a 5-hour offer schedule with Brazil's biggest Youtubers and simultaneous broadcast on eight channels, another company opted to broadcast shows of varying rhythms – without giving up on exposing its products. Everton comments that "this year's sales success formula is simple and is based on two factors: smart marketing that talks to the consumer who is interested in buying and offering products that are actually on sale."
For Everton, you still need to be well prepared during peak demand periods. "Winning a customer starts with a personalized shopping journey that complies with all environments – whether online or physical. If a channel doesn't work, customer buying and loyalty are compromised. It's unlikely to return to that store in other locations." Black Friday, like other major shopping events, is an opportunity that should be taken to show consumers that it is possible to offer a quality and affordable product, "he concludes.
. (tagsToTranslate) black friday (t) ecommerce (t) online shopping (t) online commerce (t) shopping (t) china (t) discount (t) promotion