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Black Friday records 40% increase in e-commerce revenue

At a time of high volume shopping, Black Friday has been in the grace of Brazilian consumers. To analyze the event and sales volume, UOL DIVEO, a company that offers technology services to support companies on their digital journey, surveyed 20 retail customers from various industries. Of these, 8 found a 40% increase in sales – compared to the same time in 2018.

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The survey, which took place during Black Friday, November 25-30 (the week known as "Black Week"), revealed that a major fashion retailer whose UOL DIVEO customer recorded the following growth: 48% in pageviews, 90% in revenue, 22% in sessions and 15% more users this year. Another customer is that a large supermarket chain pointed out that it had a 69% increase in sessions and 68% in users. Top sellers include fashion retail, consumer packaged goods such as beverages, food and cosmetics.

Lies Learned

UOL DIVEO and Compasso, a UOL DIVEO company focused on developing digital transformation solutions for the corporate market, provided a structure of over 600 professionals who focused on their Black Friday operations, performing performance and capacity testing. from environments, tweaking and adding infrastructure, and developing digital transformation solutions to deliver a personalized experience for consumers.

According to Everton Pelissari, UOL DIVEO's Business Director, the company has supported customers both in its on premises and cloud infrastructure as well as actively testing the performance of their environments. "We were present in these scenarios to ensure that the entire system worked seamlessly. This year, we noticed that there was an increase in cloud component usage, which confirmed a market trend and that we are on the right track," he said.

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Following the wave of cloud is mobile shopping, as this year saw a high volume of consumers who downloaded the apps offered by retailers and completed their purchases in this environment. "The app gives us the opportunity for customer loyalty, so we can better understand their customs, products of interest and allow us to make customized campaigns," concludes Everton.

From a marketing standpoint, UOL DIVEO's survey found that customers had a prior drive for promotional advertising. E-commerce companies launched campaigns in early November, which prompted consumers to anticipate purchases. Thus, infrastructure consumption benefited from decentralizing the need for computing resources, optimizing the online retailer's investment.

In addition to the spread of early advertisements, other fronts were opened for retail to reach the public of interest. While one retailer bet on a 5-hour deal schedule with Brazil's biggest Youtubers and broadcast simultaneously on eight channels, another company opted to broadcast shows of varying rhythms – without giving up on exposing its products. Everton comments that "this year's sales success formula is simple and is based on two factors: smart marketing that talks to the consumer who is interested in buying and offering products that are actually on sale."

For Everton, I still need to be well prepared at peak periods. "Winning a customer starts with a personalized shopping journey with compliance in all environments – be it online or physical. If a channel doesn't work, customer buying and loyalty are compromised. It's hard for them to return to that store in other Black Friday, as well as other major shopping events, is an opportunity that should be taken to show consumers that it is possible to offer a quality and affordable product, "he concludes.

. (tagsToTranslate) black friday (t) ecommerce (t) online shopping (t) online commerce (t) shopping (t) china (t) discount (t) promotion