Black Friday is right around the corner and the countdown to one of the most important days of the year for large companies and consumers has begun. To continue the series of articles made by Adnews about this very special day, this time’s guest is Aline OliveiraHead of Marketing at Americanas, one of the most active brands during the period.
1 – For the first time, the World Cup will take place 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?
[AO] “For the first time, we will have the combination of two major events in the same period. Faced with this scenario, Americanas combined the strengths of these two dates and the expertise acquired in recent years to create memorable campaigns at the end of the year. We conducted several studies that gave us the foundation to plan our biggest Black Friday. In this way, our investments focus on guaranteeing the best conditions in products and brand strategies to gain consumer attention. In addition, Americanas is committed to bringing the best deals on thousands of items to all Brazilians this year-end. We understand that this scenario is a good opportunity to leverage the sale of various products, in line with our goal of offering everything, anytime and anywhere – whether it be a top-of-the-line television or a snack to watch the games.
We prepare in advance to offer the best conditions in televisions, furniture, household items and other products that are considered by customers who want to prepare for the event. During Black Friday, we will also guarantee offers on market items, beverages and products that seek to make consumer entertainment even more complete. For this reason, since September Galvão has been the star of the “Haaaaja Televisão” campaign on our website, app and over 1,800 physical stores. The action brings consumers the best offers on smart TVs from different brands until the month of November. In addition to differentiated prices, the highlight is the promotion “buy a TV of any model in our stores, website or app and compete for a giant TV per day until the end of November”.
In addition, a month in advance, we launched our Warm Up Black Friday campaign “HaaajaPromoção”, starring Galvão, Camilla de Lucas and Ana Clara. There are thousands of products with discounts of up to 80% and up to 50% cashback at Ame. On the 11/11th, we held the biggest Black Friday advance sales live. The traditional American Black Friday Show will take place on November 24th. Both will have the presence of great partner digital influencers.”
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?
[AO] “The pandemic accelerated the retail digitalization process, which led to a reformulation in the relationship between brands and customers. o The consumer’s profile has changed, as he now wants to have the best shopping experience for items ranging from those with the highest average ticket, to those with a high recurrence of purchases, such as snacks and diapers. And Americanas has everything from TVs for customers to watch the games, to snacks and convenience items for consumers to gather friends and furniture to decorate the house. Our brand speaks to all Brazilians and wants to be present in people’s lives, whether in moments of leisure and fun or meeting their day-to-day needs. In our campaigns, including the Esquenta Black Friday campaign, we seek to give all Brazilians the chance to buy thousands of products at a fair price and with quality service. So much so that the brand won, in 2021, for the 4th year in a row, the Black Friday de Verdade award as a store that makes the Best Black Friday in Brazil, by the popular vote of our customers. Therefore, we are increasingly ensuring a better experience for the consumer, from the moment he is looking for a product to its delivery, in addition to the best promotions and discounts.”
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?
[AO] “Considering that Americanas has a wide variety of products, from home appliances to market items, we also strengthened our assortment and long syrup categories. In this way, we are not so restricted to medium and high ticket products. Furthermore, we know that, as Black Friday approaches, many people are starting to look for products and plan their purchases. That’s why we brought the opportunity for people to buy their desired products at a low price even before November.
Since September, Galvão has been the star of the “Haaaaja Televisão” campaign on our website, app and over 1,800 physical stores. The action brings consumers the best offers on smart TVs from different brands until the month of November. In addition to differentiated prices, the highlight is the promotion “buy a TV of any model in our stores, website or app and compete for a giant TV per day until the end of November”.
As for Esquenta Black Friday, Americanas’ goal is to bring customers from all over Brazil not only offers, but also lots of entertainment. Therefore, in addition to thousands of items with up to 80% discount and up to 50% cashback at Ame, we will have two super lives.
One month in advance of the date, we launched the “Haaaja Promotion” campaign on our website, app and physical stores. The campaign stars Galvão Bueno, Ana Clara and Camilla de Lucas. In this warm climate, we did the biggest live on advance offers on 11/11. The two-hour broadcast was attended by eight influencers, including Camilla de Lucas and Bianca Andrade.
On November 24th, we will hold the fourth edition of the Black Friday Show, the largest live commerce event in Brazil, organized by Play9 and YouTube, in partnership with Americanas. With a duration of three and a half hours, the show will be led by Felipe Neto, who will receive a super team of influencers. In all, there are 17 influencers: in addition to Felipe Neto, Ana Clara, Camilla de Lucas, Gkay, Ademara, Lucas Rangel, Phellyx, Teddy, Diva Depressão, Jooj Natu, Rapha Vicente, Bruno Correa and Tata Estaniecki and Bru Unzueta, from PodDelas , Vanessa Lopes and Vittor Fernando are also present. The live will be broadcast on the YouTube channels of guest influencers and the brand. There will also be vertical transmission on TikTok, commanded by Vittor Fernando and Vanessa Lopes. The show will promote several competitions, challenges and games among the members of the group of creators, which will enrich the live with lots of fun and live content creation, in addition to the announcement of exclusive discount coupons and products from different categories with discounts.”
4 – What advice would you give to e-commerce entrepreneurs who want to use Black Friday to boost their business?
[AO] “Our biggest piece of advice for e-commerce entrepreneurs to boost their Black Friday sales is planning. Selling at a time of high demand like this requires organization and preparation, which often needs to start months in advance. In order to be even more competitive, it is necessary to negotiate prices with suppliers, guarantee stock and have an after-sales operation working, to guarantee the delivery of the product to the final customer. With this part planned, assertive communication and dissemination of offers and products to attract more customers is essential in a period of so much competition. At the moment, social networks are great allies, whether with pages on Instagram, Facebook and TikTok, or in groups on messaging apps.
Americanas Marketplace, Americanas SA’s platform that allows partner retailers to sell on Americanas’ website and app, has a training platform with more than 470 courses and workshops on essential topics for basic day-to-day operations, in various formats of content, which can also help year-round preparation for Black Friday. With the proximity of the event, special content is also offered for these sellers, with the main tools and tips for before, during and after the event.”
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?
[AO] “The pandemic was responsible for the acceleration of e-commerce. In a scenario where more and more people buy online, it is important to constantly analyze how consumers’ preferences and habits work in this process. Issues such as promotional incentives, shipping, delivery time, platform experience and other attributes need to be mapped as strategic points in our business.
In addition, entertainment consumption began to consolidate even more on digital platforms, which led to a significant migration of preference for digital consumption. This process also influences our communication strategies, since we need to work, for example, with activations that adapt to new customer requirements.
These have been some of our assumptions for communication strategies for campaigns like Black Friday. For this reason, we are committed to bringing our customers, throughout the year, the best offers and purchase conditions, in addition to many brand activations and entertainment, in a way that only Americanas knows how to do.”
6 – What are the main trends and challenges for e-commerce in the coming years?
[AO] “Americanas is a pioneer in the live commerce operation in Brazilian retail. We believe that broadcasts enable the connection between our customers, our brand and content creators who have synergy with Americanas, promoting interactions so that people can have access to the main offers offered by the brand, always with lots of entertainment and fun. Therefore, we couldn’t do any different at Esquenta Black Friday and at the event itself. In addition to the lives, we also see the sponsorship of major programs and events as a great opportunity for Americanas in the coming years. In this year of 2022, we reaped great results from our actions at BBB22 and at Rock in Rio Brasil 2022. For the brand, it is strategic and relevant to also be present in the world of entertainment. We have the customer at the center of our strategy and we are always looking for new ways to relate to them, which is why we follow all the interests and desires of our consumers. We will continue to further strengthen brand awareness and positioning Americanas as a helper brand, where customers find everything they need, including the best experiences. In 2023, for example, we have already announced our official sponsorship of the new The Town festival and the next edition of the BBB.”
Want to know more about the news? Don’t forget to follow ADNEWS on social networks and stay on top of everything!
The post Black November: Aline Oliveira tells the secrets behind Black Friday appeared first on ADNEWS.
