A retail marketing expert from Santa Catarina has outlined the actions to be developed for Black Friday

Black Friday is approaching and, according to surveys carried out in 2022, 71% of Brazilians intend to use the date for year-end shopping, even anticipating Christmas gifts.

Projections from the Brazilian Association of Electronic Commerce (ABComm) are also very optimistic and show that the national electronic commerce should generate more than R$6 billion this year. Physical stores also follow this rhythm, but with a challenge: to offer consumers experiences worth visiting.


According to the entrepreneur, mentor and author of the book “The Store That Sells”, Dino Guen, considering the practicality and price competitiveness of e-commerce, physical stores should be convenient, attractive, hospitable, in addition to providing high advisory services.

“Otherwise, they will be at a disadvantage with online stores. For this, retailers will need new strategies, always starting from a bold and well-structured goal of increasing revenue and inventory coverage, as this is what will guide all Black Friday campaign actions,” emphasizes Dino.

The specialist from Santa Catarina, who has worked as a marketing strategist for large retailers, helping to sell more than R$ 4 billion in Brazilian retail in the last 20 years, including working on Black Friday campaigns for 820 stores, points out that he is very influential and the persuasiveness is one of the key points for the date. “Advertising should be invested in proportion to the challenge, after all, this is a period full of advertisements and competition for consumer attention. In addition, it is crucial to align sales channels so that everyone speaks the same language, from physical to virtual windows, from store design to social media, and to prepare the team to be aligned as well. That way, salespeople will have a clear understanding of the goals and objectives and will be able to deliver what was promised in the communication,” he advises.

Pitfalls that must be avoided

For Dino, some pitfalls should be avoided during this year’s campaigns. The main thing is, under no circumstances, to exaggerate promises to the consumer, to promote something that will not be fulfilled.

“At the beginning of Black Friday in Brazil, there were a lot of exaggerated promises that, as a result, were not fulfilled. This created a certain discredit on the date, even the term ‘black fraud’ became common. However, the consumer is very well informed, researches and knows what he wants and does not buy without prior comparison”, he recalls.

“Many retailers still insist on working only with old stock, which is not attractive and will not bring the desired flow, and in the end they do not buy to advertise or increase the offer in the store, which would increase their sales volume”, he adds. In addition, it is important to estimate the size of the team, after all, sellers have a service limit, so they adjust their teams, even if they are free, during the black and Christmas periods.

Another pitfall, he says, is to put all of the displayed products – or stock – on sale on Black Friday. “There are many items that, even the old ones, can still be sold at good margins and have not turned due to poor exposure or because sellers have not assimilated them well (and no one sells what they sell) don’t buy first), no because of the price. That is, reducing the prices of these products on Black Friday will not guarantee a sale. The right thing to do is to choose the most attractive products to apply more aggressive discounts for ads, window displays and promotional points, which work as stronger baits, with a list of store discounts; in others, to keep the margin and work as additional items for these customers”, he points out.

Black Friday should be enjoyed by all niches

Even as part of the annual retail calendar, Black Friday is still met with resistance from entrepreneurs who fear negative effects or a disconnect with their brand positioning.

An example is segments that have a longer shopping journey, that is, the period between consumer interest and the actual final purchase, such as opticians or finishing construction shops. But even those segments can benefit from action, just have the right strategy.

“For example, I have already coordinated Black Friday for the soy industry and it was successful. The company was able to grow more than 200% year-over-year, anticipating orders that would go to competitors,” he says.

improve billing

The strategies taught by the businessman and mentor Dino Gueno to the merchants of Santa Catarina can be expanded at the Rede Milionária event that will take place in person at the Hotel Majestic in Florianópolis between November 3 and 5.

The event is suitable for retail entrepreneurs who have the challenge of increasing revenue and resulting in a scenario of high competition but also opportunity. “It is a milestone in the revenue of the participating chain stores. In the immersion, they recharge their batteries through inspiration, knowledge, networking and motivation, in order to return to their companies with much more knowledge and strategy for a million dollar bill”, he points out.

Registration for the Rede Milionária Ao Vivo event in Florianópolis is limited to 150 merchants and is now open. Access for more information or write on WhatsApp: (11) 93286-4462

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