Black Friday is getting closer, to the delight of consumers and brands. In one of the most important events for consumption in the world, it is important that entrepreneurs, big or small, know the secrets behind the growth of their companies on special dates like this one.
To learn a little more about the topic, Adnews has prepared a series of special interviews for this month. This time, who talks to us is Leonardo CorrêaGraduated in Social Communication with specialization in programmatic media, currently in charge of the advertising area of the Magalu group.
1- For the first time, the World Cup will happen together with Black Friday. How much should this affect the market and drive sales of specific products, in addition to leveraging promotions and campaigns for this year’s brands?
[LC] “It will be an unprecedented calendar, but with countless opportunities to boost sales not only of TVs, but also of screens in general (Notebooks, Tablets and Smartphones). We are also very optimistic about the sale of all the products that make up the World Cup basket. For example, beer, soft drinks, snacks, team t-shirts, decoration accessories and so on. We have the entire portfolio available in the Magalu group catalog and we see this combination of calendars (World Cup + Black Friday) as a great opportunity to further leverage sales for the period.”
2- About the journey and shopping experience of consumers, what are the main challenges and next steps to be successful and consistent results during Black Friday?
[LC] “During the purchase journey, consumers are increasingly impacted by different products and some factors become decisive for conversion. Offering the customer a very detailed content of the offer, delivery time, shipping and competitive price, and of course, investing in advertising to boost sales and improve product exposure are some of the challenges that we consider essential for attracting and retaining consumers. That’s why brands and sellers that sell on Marketplace platforms also need to always be aware of the competitiveness of their catalogue.
Another key factor for consumers’ shopping experience is the usability of sales channels. It was with this in mind that Magalu implemented a series of improvements that facilitate the connection between the consumer and the products of interest, all of this added to the vast number of offers available, forming an excellent combination to leverage the results of the entire chain.”
3- From a marketing point of view, how advantageous is it for brands to extend their promotions for several days or even weeks, as has been seen in recent years?
[LC] “I believe that the best strategy is to “pulverize” sales during the month of November, since there is a significant competitiveness of sellers and industries in the catalogs of marketplaces. Therefore, it is important that all partners prepare and structure their “main bets” stocks so that they can serve and reach a greater number of consumers over the period. Here at Magalu, for example, our 2022 only ends in January 2023, after the traditional Fantastic Sale. Therefore, I believe that stock planning and decentralization of Black Friday days are the best path.”
4- What advice would you give to e-commerce entrepreneurs who want to use Black Friday to boost their business?
[LC] “Focus on the product catalog and its specifications, details, photos. For the consumer, the lesser the doubt about an item, the greater the chance of purchase. In addition, sellers should try to extend the availability of their stock, with ultra competitive delivery times and freight. Another determining factor for conversion is price. Customers search for the best value for money and choose the products that best meet all these requirements. Finally, an important tip is to boost the main products in the catalog through Ads – but also pay close attention to after-sales. During Black Friday, the sales volume increases a lot and the seller needs to be prepared to provide a qualified service to the end customer.”
5- Thinking about the digital journey, the new consumer profile has as one of its characteristics the relationship with brands through multiple channels. It is at this point that companies that optimize their digital and physical channels gain an advantage, as customers are looking, above all, for experiences. How is this concept in practice and what are the main demands of consumers in their shopping experiences?
[LC] “Here at Magalu, we challenge ourselves daily to improve synergy, always thinking about the best experience for our customers. “Retira loja” is a good example of this. The customer buys the product on the website and chooses to pick it up at a physical store closer to his home or work. With this, he gains freight exemption and a faster delivery time. This benefit is already available to most enterprising sellers on the platform, not just for products sold through Magalu, which we call 1P. In this way, we still get a potential customer in our physical space with real chances of conversion. It is the win-win concept also applied to our consumers from any channel in our ecosystem.”
6- What are the main trends and challenges for e-commerce in the coming years?
[LC] “All platforms are improving their level of service in the marketplace. The focus will now be on fulfillment (fast delivery), Ads (audience monetization), social commerce
(social networks) and increase the diversification of products sold in the catalogue. The penetration of e-commerce in total retail in Brazil is still very low – around 15% – and I believe that we have a very wide sea of possibilities in the coming years.”
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