Ecglobal study provides insights into consumer behavior and opportunities for Cyber Monday.
As the holiday shopping season approaches, retailers are intensifying their strategies to win over audiences and increase revenue. Keeping an eye on these important dates for commerce, theEcglobal, company ofHausStefanini Group’s marketing ecosystem, conducted a qualitative study on its consumer platform to uncover the details of consumer behavior and the opportunities presented by Cyber Monday.
Although the date has not yet achieved the same popularity asBlack Friday In Brazil, it has become an important point in the commercial calendar. Among 583 consumers questioned on the subject, 67% expressed their intention to participate in the event, of which 39% had already purchased items on Cyber Monday and plan to repeat the experience, while 28% intend to make their first purchase this year.
For 32% of 370 participants, expenses should be between R$501 and R$1,000, while 27% are willing to spend more than R$1,000. Electronics are the highlight, with 59% planning to invest in personal devices, and other categories such as clothing (44%), household appliances (40%) and beauty and perfumery products (38%). Among the brands,Samsung,Americans eAmazon stand out among the most remembered to date, followed byFree market, Magazine Luiza,World eApplewhich highlights the diversity of consumer perceptions and preferences in relation to the event.
Strategies
To capture consumer interest, Ecglobal recommends that retailers invest in strategies that make the consumer’s purchasing journey attractive and advantageous. The focus should be mainly on the online environment and communications, as 43% of participants say they use brand platforms in search of attractive offers and 17% subscribe to newsletters, waiting for direct information about discounts and promotions.
The date offers significant opportunities for brands to capitalize on consumers’ growing interest in online shopping in Brazil. In-depth understanding of consumer behavior and implementing targeted strategies can strategically position brands to maximize sales potential.
To optimize sales, even after Black Friday, retailers can adopt exclusive strategies, such as creating promotions that integrate both dates, such as offering discount coupons on Cyber Monday for those who shop on Black Friday. Furthermore, implementing tie-in sales, especially involving electronics and other product categories, can be an effective tactic to boost sales, indicates Adriana Rocha, Co-CEO and founder of Ecglobal.
Conhea a Cyber Monday
Cyber Monday, created in the USA in 2005, arrived with the aim of expanding Black Friday offers, encouraging shopping before the end of year festivities. With the growth of e-commerce and the diversification of online products, companies saw this date as an opportunity to stimulate sales.
The main difference between Black Friday and Cyber Monday is the environment, as the original date focuses on physical stores, while the more recent one focuses on online discounts. Despite this, the advance of e-commerce has expanded Black Friday offers to the online environment, including in Brazil.
In 2022 alone, Brazilian Black Friday generated R$6.5 billion in online sales, with a forecast of 8.3 million orders, 3.5% more than in 2021. Despite being less popular, Cyber Monday is part of the Brazilian commercial calendar and is gaining more and more visibility.
About Ecglobal
Ecglobal is a Brazilian company that is part of the Stefanini Group’s Haus Ecosystem, with operations abroad, in Latin American countries and the United States, and offers a collaborative platform, with its own technology for creating communities that support brands in engaging their consumers, collaboration and co-creation of better products and experiences. Currently, Ecglobal has more than 1 million active consumers on its platform, 600 thousand of which are in Brazil.
About Haus
Haus is the Stefanini Group’s digital marketing ecosystem made up of the following companies: Gauge, W3haus, Brooke, Inspiring and Ecglobal. It focuses on helping brands better relate to consumers and increase their revenue.
About Stefanini
Stefanini is a global group of Brazilian origin with 36 years of experience in the technology market, focused on helping clients in the process of digital transformation in their businesses. With the purpose of Co-creating solutions for a better future, the group has been recognized in several awards for its innovative DNA and impact on results. It operates on the following fronts: Consulting (Technology and Business Agility), Analytics & AI, Banking & Payments, Cybersecurity, Manufacturing (Industry 4.0) and Digital Marketing. Present in 41 countries and with 37 thousand employees, Stefanini is named as the Brazilian company that creates the most international value, according to the Fundao Dom Cabral (FDC) Ranking.
*Cape photo: Divulgao/Ecglobal
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