Black Friday is one of the most anticipated dates in the second half, as it is the time that retailers have to increase sales and the number of customers, especially the small retailer.
According to the Brazilian Electronic Commerce Association (Abcomm), e-commerces are expected to move around R$ 6.38 billion on the 26th alone, a 25% increase in sales compared to the same period last year.
+Reality weighs on retail results
Another study carried out by Loja Integrada, between the 27th and 30th of November of last year, shows that small retailers earned around R$20 million, that is, 73% more than in 2019, the average purchase ticket reached R$268, 9 and the order number reached the 74,806 mark.
These numbers prove that the date is a good opportunity for SMEs to increase sales. But for them to be successful, it is important to pay attention to strategic points within the company. Six experts point out mistakes that cannot be made before and during Black Friday:
1- Forgetting the security and stability of websites
Your website is where consumers go to complete their purchase and it is essential that they have a good experience. A site that takes a long time to load, for example, can cause the customer to give up on the purchase.
Therefore, thinking about the security and stability of the website is also necessary as a sales strategy, after all, the more traffic, the probability of security breaches and malware attacks increases. “Choose a quality server and pay attention to upgrades, after all, sites with outdated executions are more vulnerable and susceptible to attacks. So keep up to date with updates for colors, plugins and themes. While reviewing, take the opportunity to remove everything that is not used, thus freeing up more space”, explains Arthur Furlan, CEO of Cloudez, a Cloud Hosting company.
2 – Not investing in customer experience
In a market where experiences are increasingly integrated, it is essential to invest in a good customer experience with your brand in both physical store and online channels and go beyond the lowest price.
“Companies need to place more value on skills such as warmth, empathy and respect. Today there are several studies that prove that more human brands create more connection with their customers and, consequently, more engagement”, explains Gisele Paula, CEO of Instituto Cliente Feliz
Disclosure also needs to be very fast, but at the same time complete and assertive. “It’s no use offering an amazing product if people don’t know about it. Studying market and target audience movements are essential for thinking about dissemination strategies. Currently, businesses can also count on the help of partners who are experts in creating actions that catch the attention of consumers”, explains Jefferson Araújo, CEO of Showkase, a platform that helps small businesses to sell online in an integrated manner.
Being in tune with new technologies is also essential for not losing the customer to the competition. The virtual has a disadvantage over the physical, which is the impossibility of trying on items of clothing, for example. Augmented reality can be an ally for the consumer to have a more complete experience of how that product will look. “The results achieved by large retailers that have already adopted this technology make it clear that it provides a positive engagement between the public, brands and their products, naturally resulting in a higher conversion rate”, explains Marcos Trinca, Head of XR at More Than Real, a startup specializing in the development of these experiences.
3 – Neglecting the logistics
Precisely because it is one of the last stages of the sales process, shipping plays a significant role in the shopping experience and can be a determining factor in making the consumer return to the store more often. “Keeping your freight organized and integrating it with specialized platforms helps you quote freight across multiple carriers simultaneously. This will give you the opportunity to promote campaigns or free delivery, drawing the attention of consumers to your business”, comments Éder Medeiros, CEO of Melhor Envio, a quotation and freight generation platform.
For those who have their own fleet, it is necessary to invest in technology to increase delivery security.
“Far beyond thinking about sales success, during Black Friday it is also necessary to redouble our attention with fleet management and tracking of vehicles that will handle the shipment of goods. There are solutions that allow customers to monitor equipment, vehicles and cargo in real time using 4G networks”, concluded Frederico Menegatti, CEO of Getrak.
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