Black Friday unveiled in addition to sales by CRMbonus

Black Friday is one of the most anticipated events of the year, both for consumers and retailers. With sales expectations growing with each edition, the competition to attract customers is high. Let's explore how CRM (Customer Relationship Management) solutions and cashback strategies play a vital role in maximizing results during Black Friday and, more importantly, in customer loyalty.

Based on the study Black Friday CRMBonus 2023, based on the analysis of approximately 2 million Black Friday 2022 sales tickets, we will show how brands can stand out and ensure that consumers return to buy again.

‍Black Friday 2022: The Portrait of Sales and Consumers

In 2022, Black Friday revealed important insights into consumer behavior and sales performance. Victoria Sarfaty, CRMbonus data analyst, points out that “it is important to understand the 2022 data to create an adequate plan in 2023. One of the great insights from the analysis was understanding the change in shopping behavior in November, which stopped waiting only for Black Friday and consistently increased sales every Saturday of the month.”

Check out some key numbers:

• Most relevant segments: Women's Fashion led with 26% sales share, followed by Jewelry (18%), Unisex Fashion (13%), Men's Fashion (10%), Women's Footwear (9%), and Underwear (7%).

‍Insight: understanding your audience's preference is the first step in directing CRM strategies.

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• Increase in new customers: during Black Friday, the percentage of customers who bought for the first time jumped to 39%, compared to the average of 35% at other times.

‍Insight: this is a golden opportunity to improve the registration of new customers.

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• Redeeming inactive customers: Surprisingly, 61% of returning customers had been out of shopping for more than 12 months.

‍Insight: this data demonstrates the need for effective loyalty strategies and the use of CRM to segment the best offers to customers without recent purchases.

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• Importance of after-sales: Around 36% of customers who shopped on Black Friday 2022 returned to buy within six months.

‍Insight: this finding highlights the importance of investing in after-sales with quick triggers such as cashback and CRM actions to increase customer lifespan (LTV).

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• Pre-Black Friday Warm-up: sales started to heat up on the weekends leading up to the event, with sales peaks on Saturdays. In 2022, Black Friday was November 25 and 26, with its peak on the 26th (Saturday). The most important sales days in the month were 26 (Saturday), 25 (Friday), 19 (Saturday), 12 (Saturday), 05 (Saturday). Saturdays in November represent 26% of all sales volume for the month, much higher than the standard that normally represents 22%.

‍Insight: these data highlight the need for well-planned business strategies, in addition to a well-structured calendar, to attract active consumers before the big day.

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Strategies for Black Friday

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Pre-Black Friday‍

Planning: first of all, clearly define the objectives of the brand and its differential. This will guide all subsequent actions. Create a calendar of actions for the month of November, reinforced on Saturdays.

‍Channel planning: Choose communication channels carefully and define metrics to assess the performance of each one. Remember that each channel has a specific purpose. WhatsApp stands out as the main channel for activating your customers and building a relationship and sale in the month. With In the official version of WhatsApp it is possible to shoot in bulk and use chatbots to optimize results.

‍Back to Basics: don't introduce radical changes a few weeks before Black Friday. Focus on a single and clearly defined strategy, planning alternatives if the goals are not being achieved, avoiding decision-making without prior impact analysis.

‍Heat up Black Friday: Take advantage of consumers' purchase intent by anticipating discounts and attracting new buyers. Segment your customers and anticipate consumption-based actions with Private Sale, this stimulates loyalty and increases their sense of belonging to the brand. It is important to have a CRM strategy with a 360 view of your customer, unifying data on and offline to work on accurate communication on channels such as Email, SMS, WhatsApp and paid media.

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During Black Friday‍

Lifetime ad strategy: adjust the budget over time to optimize the campaign based on return on investment.

‍Proactive approach: stay active and engaged with consumers during the past few weeks, when they are most likely to buy.

‍Response speed on all channels: training your team to increase service capacity can make all the difference.

‍Create automated triggers via Whatsapp, email and SMS: at that specific time of year, the Abandonment of a stroller it becomes very loud. Therefore, this strategy is essential to be able to close sales quickly and not lose the buying momentum in e-commerce.

Customized campaigns: invest in personalized campaigns, such as the use of WhatsApp, to build customer loyalty and convert. WhatsApp has become a revolutionary means of communication in retail and Does your seller have an essential key to attract the flow to the store. Reinforce the use of it during low flow times such as early in the morning to ensure that your customer knows about the actions through their preferred seller and to increase the humanization of sales.

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Post-Black Friday

‍Generate value: offer more than just immediate discounts. Communicate continuously with customers to create a sense of belonging and exclusivity.

‍Reactivate a consumer: Use cashback strategies to make the Black Friday customer buy again at Christmas. This is one of the best actions to transform first-time customers into loyal customers, since 20% of those who receive cashback buy again within 30 days of receiving it, increasing the December sale by 10 to 20%.

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Black Friday 2023 Expectation

Black Friday is a unique opportunity to attract new customers and retain existing ones. Through CRM and cashback strategies, brands can create lasting relationships and maximize results during the most anticipated shopping season of the year. Remember that the key to success lies in knowing your audience and offering more than simply discounts.

Count on CRMbonus to make your biggest Black Friday.