At 2019 Black Friday, convenience matters more than price

The 2019 Black Friday will be larger, more complex and with greater integration between the physical and digital channels. The convenience, at the time of buying, paying and receiving the products, will also be more important in this issue, in some cases even more than the price or the size of the discounts. It shows a search commissioned by Google and conducted by the consulting Provokers, heard 1,500 online consumers from all regions of the country, in July 2019. Google has commissioned yet to Float/how many Consumers ' New Shopping Experiences study. The qualitative stage included six retail specialists and nine discussion groups in São Paulo. The quantitative phase interviewed more than 2000 internet users of Classes A, B and C in the five regions of Brazil. Price or convenience Consumers are looking for discounts, more important than loyalty to a store. Last year, 71% of consumers made a purchase in different stores than they usually buy and, in 2019, this number rises to 84%. However, only 33% of them bought at some retailer they didn't know or had never heard of on Black Friday 2018. However, the price of the product has a lower importance this year. Benefits such as special payment terms and coupons have gained relevance in this issue and 54% of the factors of choice at the time of purchase are linked to trust and service level, not the price. Last year, special payment or installment conditions were a decisive factor for buying 41% of consumers. Subscription services were important for 11% of consumers, cashback to 11% and possibility of accumulating points in loyalty programs was relevant to 10% of consumers when making a purchase. About 39% of Brazilians consider the option to withdraw at the store as very important when choosing the online retailer. In addition, 24% of the event buyers this year year expect to use this form of delivery for their online purchases. Seven out of 10 claim that the freight amount is the biggest reason to give up buying online, as well as the delay in delivery. The 2019 Black Friday will also be unprecedented: it will be the year in which the number of buyers in physical stores should match the online. This trend, which had already been disclosed by the EXAM on a previous Google search, is boosted by multichannel consumers, which will represent 25% of the total in 2019 versus 7% last year. About 37% of respondents stated that they will buy only in physical stores and 38% only on the Internet. The 2019 Black Friday will be larger, more complex and with greater integration between the physical and digital channels. The convenience, at the time of buying, paying and receiving the products, will also be more important in this issue, in some cases even more than the price or the size of the discounts.