The festival of discounts and promotions in commerce will take place on November 27th. Even with the high dollar and amid the Covid-19 pandemic, retailers expect that Black Friday 2020 will be a heated period for the market. In this context, 7 out of 10 Brazilian Internet users claim to have to buy something this year because of the pandemic, and among those who intend to take advantage of the promotions, most want to buy through digital channels and see the date as an opportunity to present themselves. The data are from the Black Friday 2020 survey, prepared by Globo's Market Intelligence area.
Faced with the new normal, the pandemic caused by the new coronavirus brought about intense changes for practically all aspects of our lives, and companies had to reinvent their business in order to be able to deliver efficiently, adapting their logistics chains to this new scenario and facing the new consumer trend. According to Waldir Bertolino, Country Manager at Infor, there are key factors that will allow companies to prepare for this period of great online movements. For the date, the executive highlights some main tips. Check out:
Bet on technology
In this sense, the executive explains, “although the demand is high, organizations can achieve good results if they invest in technology to assist in the efficient management of the supply chain. In addition, it requires: preparation, knowledge and anticipation of customers' needs ”.
Logistics
According to the executive, as in any distribution network, there will be emergencies in the transfer of products. Logistics companies must consider these three aspects: warehousing, transportation and labor. “Retail companies are increasingly dependent on their logistics to guarantee inventories and customer service, so knowledge is essential to emphasize how and when to operate, which region to target and with which products. On shopping season days, stores should strive to meet delivery deadlines and integrate well.
Importance of data
Bertolino also reports that companies need to be alert to all changes and take advantage of digitization for better communication on their platforms. “Through digitization and continuous connectivity, the consumer is the one who sets the tone, so companies must improve planning and anticipate needs, otherwise they will not be able to meet the demands. Access to all kinds of information about prices, availability, size and color of a product is essential to be successful in a good sale ”.
Platform management
For the specialist, managing e-commerce platforms is much easier, cheaper and scalable. Thus, we rely on AWS or Azure architectures to be able to serve users at any time scale and pay according to usage. This serverless architecture is essential to operate in scenarios such as those faced by e-commerce during Black Friday. In short, what matters is how the available digital data is used. This should guide decision making and the ability to see what is happening ”.
The customer experience at the center of planning
The main secret to keeping everything that can happen during Black Friday under control is planning: think about all aspects of e-commerce to be prepared for any setback that may happen. “Black Friday is demanding and intense, and it is necessary to live it as such, because it is a unique event. Planning is fundamental not only for everything to go well, but also to meet the customer's expectations at the time of purchase ”.
Finally, for the executive, “The customer experience is the most important to retain business. Therefore, it is essential to take care of the entire cycle of e-commerce, from the moment of purchase, to the rapid delivery of the product. With this, try to plan every detail that can hinder the process and put yourself in the buyer's shoes to get the best results. Security is essential to meet the high expectations that buyers have for these dates, because what they seek is to receive your product effectively.
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