7 Steps to Prepare for Black Friday – Small Businesses Big Businesses

(Photo: GettyImages)

See the graphic below. It shows the evolution of online sales on Black Friday over the past eleven years, according to consultancy Ebit/Nielsen. In 2010, the date moved by only R$30 million, a value of little relevance in a country the size of Brazil. Last year it amounted to R$ 4.2 billion, which is 140 times more.

Payment (Photo: Arte G.Lab)

Payment (Photo: Arte G.Lab)

As you can see, Black Friday, which was already very successful in the United States, has caught on here. And not only in e-commerce, but also in physical stores. According to business consultant Ariadne Mecate from Sebrae de São Paulo, we should expect even greater movement in high street stores and shopping centers this year, due to the end of pandemic restrictions.

This year’s Black Friday, which takes place on November 25, owes part of its success to the fact that it coincides with the deadline for the payment of the first installment of the thirteenth salary. With more money in their pockets, consumers go shopping. The factor that most attracts the attention of customers, however, is still the promise of price reductions.

For business people who intend to participate in this mega national promotion, consultant Sebrae recommends planning the operation well in advance. Below, see seven essential attitudes for achieving good results in this endeavor:

1. Define your goals

It is important to be clear why the entrepreneur wants to put his business on Black Friday. There is not necessarily only one reason. The list below offers some options:

 (Photo: G.Lab Art)

(Photo: G.Lab Art)

Defining goals and communicating them clearly to the entire team is the first step in planning. Based on them, the entire marketing and sales strategy will be built.

2. What products or services will you offer?

To be successful, you need to identify what your customers want. There’s no point in making a big offer on items they’re not really interested in.

Analyze your last Black Friday sales, search the internet, tools like Google Trends, apps on the market that report on the most wanted items and define what will go into the promotion.

Try to choose products or services that serve as bait for other sales: you give up the margin in their case, but you compensate with the sale of other items or future income from new customers acquired on that date.

3. Prepare the foundation

Once you have defined the products that will go into action, it is time to ensure that you will have products to sell on the day.

Research suppliers, negotiate prices, payment terms and delivery times to ensure goods arrive in physical or online stores on time.

You can also choose suppliers that work with the so-called dropshipping, which does not require a purchase from a merchant. You take care of marketing and sales, you inform the supplier and they deliver directly to the consumer. But be careful: This modality requires great care when choosing a supplier, because what will be at stake, if there are problems with delivery, will be the reputation of your company.

4. Plan for expansion

This is one of the most important tasks to ensure the success of the campaign. There is no point in having an attractive product and price if your customer does not know this in advance.

Plan as soon as possible. Define which communication tools you will use, prepare the pieces and launch the campaign a few weeks before the date. Start by giving the spoiler: “Black Friday is coming – here you’ll find discounts of up to %”.

  (Photo: G.Lab Art)

(Photo: G.Lab Art)

A trend that strengthens life on social networks by showing products that will be on Black Friday.

Another good strategy is to partner with influencers, who don’t have to be celebrities, but someone who has an audience with an audience that buys their products.

5. Prepare the team

Based on your own sales history on Black Friday or in the days leading up to Christmas, see if you need to hire temporary staff to serve customers on that date.

And train everyone in advance, ensuring they have important information about the products on offer and know how to answer customer questions. Organize your work schedule and decide whether your store will be open outside normal business hours that day.

6. Take care of the user experience

If you work in both brick-and-mortar and e-commerce, know that customers are increasingly demanding a multi-channel experience. That is, for them both must be interconnected. He hopes to be able to shop online and pick up at a physical store, or shop at a physical store and ask you to deliver. Will you offer this experience? Will you be ready?

Also pay close attention to customer service in the various communication channels of your business.

  (Photo: G.Lab Art)

(Photo: G.Lab Art)

All these measures must be designed and prepared in advance, after all, Black Friday usually attracts a lot of new customers. The better experience you give them in this first contact with your company, the better the chances are that you will start to retain them.

7. Analyze the results

After Black Friday, carefully evaluate your work and the results achieved.

  (Photo: G.Lab Art)

(Photo: G.Lab Art)

The goal here is not to find fault for mistakes, but to learn from what went well and also from what went wrong. So, next year you can be even better prepared to take advantage of this promotion, which is becoming more and more popular with Brazilians.

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