Black Friday: qual a melhor maneira de chamar a atenção do consumidor?
A Black Friday já se tornou a data mais esperada do ano para quem gosta de comprar e, consequentemente, para quem vende também. Quando falamos em bens duráveis, como eletrodomésticos, por exemplo, ela já superou até o Natal e é o momento do ano em que os varejistas mais lucram.
E, por essa razão, as metas comerciais das empresas do setor em Novembro já são muito mais agressivas que em Dezembro, pois já contam com o alto consumo na data. Segundo a pesquisa da GfK, o setor de bens duráveis faturou em 2018 cerca de R$13bi e a previsão para a data em 2019 é um faturamento de R$13.5bi. Olhando para as categorias que são mais procuradas na data, em primeiro temos celulares, seguido de artigos de moda, televisores, computadores e eletrodomésticos.
Como a Black Friday é considerada uma data em que muitas das compras são feitas por impulso, onde o consumidor não compra algo que ele realmente necessita, mas sim para não perder a oportunidade de gastar menos. Com isso, o foco maior são os descontos e esse é o primeiro dos pontos para se diferenciar do concorrente: quanto mais desconto, mais venda!
E, para que o cliente saiba dos seus descontos e produtos, organizar toda a comunicação antes e durante a data é peça chave para o sucesso das vendas. Investir em anúncios em redes sociais como Facebook, Instagram, Google e YouTube, ter o site organizado e chamativo, colocar banners e cartazes pelo ponto de venda são algumas táticas para chamar a atenção do consumidor.
“E, em caso de lojas de varejo em um geral ou supermercados, onde se encontram diversas marcas juntas, conquistar um ponto de venda extra com promotores especializados nos horários de pico é também uma boa alternativa”, sugere Stenio Souza, CEO da Smollan iTrade, empresa internacional de soluções para o varejo.
Um ponto de bastante atenção para os varejistas é o dos descontos reais e não aqueles em que a marca/loja aumenta o preço dos produtos um pouco antes da Black Friday para depois abaixar durante a data, como já aconteceu em algumas outras ocasiões. Essa prática é ilegal e pode ser condenada como crime, de acordo com as leis do Código de Defesa do Consumidor do Brasil.
Outra tática que faz brilhar os olhos dos clientes e que já é bastante comum durante a Black Fridayé o combo de produtos por um preço ainda mais baixo. Por exemplo: a TV de 50 polegadas custa R$3.000,00 e se você levar também uma de 32 polegadas que custa R$2.000,00, as duas saem por R$4.000,00.
“Esse tipo de junção de produtos é algo que faz bastante sucesso nos pontos de venda. Além disso, trabalhar com programas de pontuação diferenciados durante a data pode ser uma boa estratégia também. Se a sua marca/loja já possui um programa de fidelidade para o consumidor, onde depois de certa quantidade acumulada ele possa trocá-los por algum outro produto, é possível fazer com que a soma durante a Black Friday valha o dobro, por exemplo”, detalha o especialista. Sendo assim, o consumidor já enxerga além do desconto e da aquisição de um produto por um preço menor, a oportunidade de adquirir mais itens depois de certo tempo por meio do programa de pontuação.
Por fim, durante a Black Friday os canais online costumam ter descontos mais agressivos e, consequentemente, vender mais. Para isso é imprescindível que o varejista tenha uma logística de entregas muito bem organizada, para que todos os objetos vendidos cheguem até os consumidores no prazo estabelecido na hora da compra. E, no caso do offline, o mais importante é organizar corretamente a exposição dos itens e, principalmente, não deixar faltar estoque.
“Aqui uma boa tática pode ser o mapeamento de intenção de compra de cada categoria por região, para poder abastecer os locais com os produtos certos para os consumidores certos, fazendo com que a ocasião seja mais proveitosa para os dois lados: cliente feliz com a aquisição e varejista contente com a queima de estoque” completa Stenio.
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