Black Friday helps consolidate social networks as the main retail channel

Sao Paulo-the dissemination of promotional campaigns on social networks like Facebook, Instagram and Whatsapp for Black Friday, which takes place on 25 November, helped to consolidate these channels as the main link between stores and customers, leading to some retailers triple intakes in these tools. Cheaper and more versatile, as compared to traditional media campaigns (TV, radio, newspapers and magazines), the dissemination of offers by social networking sites on the internet grows on a large scale, mainly after the tools provide options aimed at attracting consumers and followers.

"This year the social networks if structured to meet since the small entrepreneur to the retail giant, which became a very important media channel for the sector. Facebook and Instagram, for example, in addition to demand lower investments, give you the freedom to target campaigns to reach your target audience, "says the President of the Brazilian Society of retail and consumption (SBVC), Eduardo Earth.

To prepare and start the disclosure of their campaigns for Black Friday, retailers have made it clear that the option is advantageous and helps capture sales for the promotional date. Not for nothing, the Group''s research shows that the main Bittencourt marketing strategy of franchises to publicize their offerings are based on social networks. According the study, 81% of deductibles that will take part in the action will use these channels to call consumers. As a result, e-mail marketing (63%), company Web site (52%), showcase (52%), ads (26%) and leaflets (7%). (see the chart).

In addition to demand less investment, social networks have also attracted the retailers the possibility of creating segmented campaigns, aimed at a specific target audience, according to land, SBVC. "On the social networks you can see how many people his campaign struck, who was hit and what was the outcome".

Franchises like the Optics Carol and Sóbrancelhas, for example, using the networks as main channel of relationship with customers. Even with a main audience formed by people over 40 years, Carol achieve Optical young consumers with campaigns on his Facebook page, where she has more than 2 million followers.

"We continue investing in television media, including this Black Friday. But in 2014 here triples investments in our social networks and the result proved positive, "says marketing Director Carol Optical, Raquel Patnaik. The company, however, didn''t open the numbers invested. For the promotional date, that happens in all its 950 units across the country, the network says it will offer discounts of up to 70%, the fruit of an intense negotiation with the suppliers and punctual margin reductions, with a focus on the advancement of the sales volume.

Beyond online

Although born in e-commerce, Black Friday now is consolidated as a promotional date for all retail segments, including services and physical stores, as is the case of Carol Optical. According to a study by the Club of Directors Retailers do Rio de Janeiro (CDLRio), the number of physical stores that revealed participate in the promotional event this year is 76% greater compared to 2015.

As well as franchises, the electronics retailer Frances Jewelry also invests on networks to drum up sales on Black Friday. The brand has more than 250,000 followers on Facebook and other 200,000 in Instagram, according to company CEO, Sabrina Nunes. "We have created to a joke by asking our fans on which products they would like to see promotions for Black Friday. And we intend to put the chosen settlement ", indicates.

For her, social media are excellent channels of communication with the client, but the costs are also not as laughable as some years ago. "The cost [social media] have grown, but still worth the mass media," he says. Even stores devoted to perishable products, such as Bololô, which sells cakes, Ice-cream and Creamy Sterna coffee, intend to take advantage of the date with discounts ranging between 30% to 50% on some items.

Dedicated to services, the Sóbrancelhas will offer 50% discount on Serum for eyelashes and eyebrows. Again, Facebook has been mentioned by the two networks as the main tool for the dissemination of these offers. Land, SBVC, believes that the strength of social networks, combined with a pent-up demand and high confidence take the Black Friday having 20% higher than sales front the date of 2015.