The end of year sales season is open. As every commemorative date shakes up the retail trade, Black Friday, which until then was an event exclusive to countries that celebrate Thanksgiving, has become a global phenomenon of offers and a showcase for brands to promote their products and the your brand.
According to research Black Friday Insights 23 from Google, 67% of Brazilians intend to make purchases on this date and seven in ten expect to spend the same or more than last year. According to the study, consumers consult an average of six channels before deciding to make a purchase. This proves the importance of strategic and brand alignment across all of a company’s communication channels.
If a potential buyer is impacted by the promotion on Instagram and wants more information via WhatsApp, the brand’s customer experience team must not only be prepared to answer questions but also identify that person throughout the journey. The goal is to provide an easy, frictionless and most personalized experience possible in pre- and post-sales, to retain this consumer.
This is where Artificial Intelligence can leverage companies’ marketing strategy. The tool uses the data collected from the customer (with their authorization) to facilitate conversations with them, offer products that make sense of the research they carried out, that are at a reduced price and that are a great opportunity, all of this in a personalized way and much more fluid.
Our study CX Trends 2023 found that 63% of consumers expect companies to use Artificial Intelligence to improve the consistency of the service experience they receive at every touchpoint, from e-commerce sites to physical stores. And two thirds of them no longer mind sharing their personal data, as long as they receive personalized and excellent service in return.
Solutions enabled by AI have the power to present a customer’s key information instantly, reducing the distance between physical and digital spaces. They are even capable of recording customer feelings during interactions and recording them in the system, so that support agents can view them in future conversations and provide better service.
In the not too distant future, Artificial Intelligence will be embedded in many of our routines, especially in the experiences we have with brands. Interacting with AI will become so integrated into our lives that there will be times when we won’t even realize it’s there. And this ubiquity will create a world in which perfect experiences will be considered standard.
Therefore, be sure to see Black Friday as an opportunity to enhance the results of your promotional campaigns with the help of AI. Invest, test, experiment and discover how this tool works best for your business. Aim for longevity and the prospect of growth, even in periods of low sales season. The retail market is volatile, but with the right marketing strategy, it is possible to make the most of these moments and also increase brand awareness.
The consumer will certainly be grateful!
