Companies are looking for technologies to keep the high sales rate aligned with the good consumer experience
Black Friday 2022 runs, by leaps and bounds, to be the busiest in recent years. With expected revenues of BRL 4.2 billion, the date should be the most important since 2010, when it began on the Brazilian calendar.
What differs the 2022 BF from the years before the World Cup. For the first time, the World Cup is taking place at the same time as the promotion period. For this reason, logistics companies, such as Lincros, have been working with the date for some time now and aim at planning in the midst of high volumes.
The prediction, according to the head of e-commerce by We Pink, Wlisses Godoy, of a 30% to 60% increase in sales in several sectors, mainly those aligned with the World Cup, such as electronic products and clothing in general. However, the combination of these two events raises the question of how this will impact the market’s logistics and also sales.
According to a survey by Buzzmonitor, which takes into account data from publications made on social networks about the date, for this year’s edition, updating the wardrobe is the main desire of consumers, since in 11.93% of publications users mentioned the desire to shop for new clothes on Black Friday. In addition, the search for electronics is also very strong.
The combination of Black Friday and the World Cup is one of the factors that further increases the demand for electronic products, such as televisions and cell phones. The trend is that the month of November is one of the strongest of the year, starting big movements that should be maintained until Christmas, said Wlisses Godoy.
The market’s expectation of an increase in relation to the previous year, according to the National Confederation of Commerce. For Lincros, a company that provides fleet management, Black Friday is one of the most important dates of the year.
“In the months leading up to Black Friday, we increase the frequency of tests and make improvements to the quality of load tests, create more realistic scenarios and exhaust all possibilities of problems that may occur. So that we have answers quickly if there are any occurrence”, explained Jean Pereira, CTO of Lincros.
Despite this, Pereira stated that there are points to be considered in general. According to Elife, the volume of complaints is concentrated after Black Friday and concerns order delays, wrong deliveries and payment reversals during the date.
For the CTO, the solution lies in adapting to the period, which needs to be studied and aligned with any company that seeks a positive outcome at the end of the date. We also created a ‘war room’ with a dedicated team that works on an on-call basis. The focus is on working in synergy with our client’s operations, for constant monitoring and quick solutions, should problems occur on Black Friday. Direct and constant interaction with the professional who manages the database, to ensure that all performance improvements are running”, added Pereira.
Finally, with the marketplace sales forecasts due to major events, the executive concluded that it is essential for e-commerce professionals to have their commercial and infrastructure strategies fully defined and adapted.
