Study shows that companies see social networks as fundamental on Black Friday

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Rcell survey also says that 56% of respondents consider WhatsApp a valuable tool for promoting offers

Research carried out by Rcell with the main regional retailers in 13 Brazilian states revealing the importance of marketing actions to maximize results during Black Friday or Black November, as the month of offers is better known. According to the survey, 100% of participants highlighted the presence on social networks as a fundamental step to promote offers during this period. While 56% consider WhatsApp a valuable tool, 25% prefer to invest in email marketing.

According to the study, 87% of companies interviewed invest in communication on their websites as the main means of promotion during Black Friday. Instagram tends to be used by 81%, followed by WhatsApp, with 75%. Facebook also has a strong presence, being used by 62% of companies, while email marketing is used by 56% of participants interviewed. Platforms like YouTube and TikTok are gaining ground and are already present in the strategies of 31% and 25% of companies, respectively.

When asked about measuring customer satisfaction during Black Friday, 56% of companies stated that they use satisfaction surveys and direct feedback for this purpose, while 43.8% do not measure this.

Also according to the survey, when comparing Black Friday in 2022 and 2023, companies observed an increase in the share of online sales and in the average ticket for purchases made. To maintain customer engagement throughout the year after Black Friday, companies used strategies such as active telemarketing for new offers, CRM for relationship management and WhatsApp for direct communication.

“This year’s Black November is a great opportunity for Brazilian retailers, both to increase their revenue and to reinforce their brands in the market. Positive expectations predominate, and the data we collected shows that, with strategic planning and efficient use of tools marketing, retail can achieve significant results on this long-awaited date”, says Alexandre Della Volpe Elias, CMO of Grupo Rcell.