Super Small Data, from Logan, carried out a survey that divided the population into four purchasing groups for the date
The last Friday of November is marked by Black Friday, a date considered the most important on the calendar for retail. According to a survey by Precifica, Brazilian commerce should reach revenues of R$5.1 billion this year.
For Fbio Sant’Anna, head of sales at Logan, Black Friday is a tool that works both to boost revenue generation and to establish advertisers’ positions and purposes, but it is necessary for advertisers to look for ways to stand out in the period marked by hundreds of campaigns.
“In periods of great sales appeal, Brazilians are overwhelmed by advertising campaigns, therefore, the correct use of data becomes increasingly essential in order to achieve each KPI (Key Performance Indicator)”, pointed out Sant’Anna.
To understand consumer profiles, Super Small Data, from Logan, carried out a survey that divided the population into four purchasing groups, namely aficionados, planned ones, observed ones and moderate ones, with the aim of helping companies in best ways to reach them.
In the case of fans, the research showed that this profile is made up of around 22 million unique users, 54% women and 46% men. Of these, 78% belong to the ABC classes and 56% are between 18 and 54 years old. According to the survey, this group is strongly linked to the discount on the product they are looking for on that date.
With around 56 million unique users, the planned group is made up of 52% women and 48% men, with 85% belonging to the ABC classes and 61% being between 18 and 54 years old. Today, this portion of the population likes to have different shopping experiences, including first-time brands and products.
Observers are approximately 28 million unique users, 49% made up of women and 51% men who belong to the ABC classes (79%) and are between 18 and 54 years old (59%). When shopping, this group compares offers to make sure they are getting an advantage and 82% prefer to complete their purchases in stores.
Finally, the group of moderates is made up of 14 million unique users, 51% women and 49% men, with 74% belonging to the ABC classes and 51% concentrated between 18 and 54 years old. On commercial dates, this portion of the population prefers not to risk purchasing products they are not yet familiar with and are more restrained in their spending.
“It is true that understanding the dynamics of each consumer journey, whether on seasonal dates or within a long-term rule, and the establishment of a campaign strategy capable of reaching the target, tends to bring more effectiveness, revenue generation and effect multiplier in terms of brand positioning”, concluded Sant’Anna.
