Previous Year’s Impact of Black Friday in Latin America – Rappi Experienced Surge in Sales
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The Friday after Thanksgiving week is Black Friday, the day when retailers experience a major hike in sales. Since the United States first celebrated Black Friday, it has become a worldwide phenomenon known as an online sale. It is an excellent chance for retails to boost sales, revenue and make the customer base strong. To sell their products quickly, businesses lower their prices on this day.
As the holiday season approaches, there will be a flurry of shopping. Black Friday massive sale stampedes are familiar to the public, but the fact is that more people are shopping online than at physical stores during the holiday season. Adobe research shows that US shoppers spent $10.8 billion on Cyber Monday in 2020.
In addition to boosting sales, Black Friday is the ideal day for clearing out old inventory, acquiring new customers, and reengaging existing ones. Black Friday marketing campaigns help e-merchants stand out from the intense competition, which is why they are so successful.
Moreover, the events inspired by Black Friday can be seen in Latin American countries as well, and it is experiencing an early booming phase of online commerce. The growth in LatAm is directly related to the increasing number of internet and mobile users and retailers’ online presence, and the uptake of e-commerce platforms and channels.
Black Friday in Latin America. Turbo-charge Your Store
Source: eMarketer https://www.emarketer.com/chart/224204/how-much-do-internet-users-latin-america-plan-spend-on-black-friday-by-country-july-2018
Ecommerce websites and other online channels will offer most Black Friday deals in 2021. Digital giants such as Amazon and eBay will continue to compete with brick-and-mortar retailers. But this blog is a little bit different and will majorly focus on how Latin America’s successful startup unicorn, Rappi, joined the bandwagon and got the maximum benefit.
Before we talk about Rappi, it is also essential to focus on why Latin America is ready for Black Friday and how stores and restaurants are taking advantage of this precious day to increase their sales and revenue.
It is about to be Black Friday, and everyone is eagerly awaiting the celebration of deals and discounts that herald the start of the Christmas shopping season in Latin America and around the globe.
Customers have been moving online over the last few years, changing habits, expectations, and routines. With Covid-19 impacting retailers everywhere, in 2021, consumers around the world will feel less of a need to queue up during Black Friday since more deals will be offered online. Now, pay attention to why this day proves a win-win situation for stores as well as customers.
Black Friday Expected to be Busiest LATAM Shopping Day of 2021
Shopping on mobile devices is increasing, and shoppers spend less time allowing brands to make an impression. Brands need to make sure they’re delivering optimal shopping experiences now more than ever to get the results they desire during the biggest shopping event of the year.
As we prepare for the celebration of ‘Black Friday’, Latin America and the world join this fever of discounts that marks the beginning of the Christmas shopping season, a tradition that originated in the United States.
This year, Black Friday will take place on 26th November. Brazilian consumers will continue to flock to physical and e-commerce stores on this day, which has already established itself as one of the most important in commerce. As Black Friday has become part of the retail calendar, its numbers have become increasingly impressive in Brazil every year.
Along with Brazil, other South American countries such as Chile, Colombia, Panama, Peru, Mexico, Costa Rica, etc., also have experienced a hike in their sales and customer base. The distancing between online stores and physical stores in 2020 led to more attention being paid to online stores, a trend that is expected to continue in the coming years.
Learn why this day has good growth prospects for the next few years.
It Entices People to Buy More
The Latin American population is still surprisingly reticent about buying online, despite having greater access to the internet and greater purchasing power than ever. This keeps the growth of e-commerce from reaching even greater proportions.
Many Latin Americans still prefer to do their shopping in person rather than via the internet. Trust issues and fraud fears are the primary reasons for this. Many Latin Americans feel that e-commerce is not secure or protected because it is a relatively new process for them.
Due to this, some Brazilian considered this day as “black fraud,” but now the scenario is changed; even if consumers have to shop online to purchase an item they’ve been craving for a long time, they are unlikely to miss out on the chance to buy a wide variety of items at a significant discount.
Let’s see how, popular Latin American super app, “Rappi” broke all the records.
Rappi Seized the Black Friday Opportunity and Experienced Surge in Sales
Source: Statista https://www.statista.com/chart/16157/black-friday-spend/
The public has shown great acceptance of delivery apps during the past year. Due to Black Friday, companies can capitalize on the growth of electronic commerce to attract more people to home delivery services.
Rappi’s strong Black Friday campaigns were created within the super app after observing Brazilian users’ habits and behavior changes in recent months. Rappi launched discounts valid for deliveries from restaurants, supermarkets, drinks, pharmacies, stores, and trips.
This year’s Black Friday, Rappi super app users ordered more than 3.6 times what they did this time last year. Apart from discounts at restaurants, the company offers 20% cashback on travel services and discounts at restaurants starting at 70%.
We have already begun preparing for this year’s Black Friday. According to Fernando Vilela, Rappi’s Strategy Director, we want to offer differentiated value within super apps. We have closely observed, in recent months, that users are expecting more from the super apps. And our restaurant partners achieved a record in sales with our new strategy.”
Along with the Rappi app, RappiMall has also achieved huge sales. The company experienced sales about six times as high compared with other shopping sites offering 10-60% discounts. For their electronics store, it was the first time taking part in the campaign.
Now it is not surprising why Rappi has become a super app of Latin America and compelling many entrepreneurs to create an app similar to Rappi as it fulfills modern customer’s needs by addressing their issues such as discounted prices on popular products, free shipping, huge deals on electronic products, etc.
Along with online delivery services, the company has also launched Rappi Travel, where the brand offers lots of promotional deals on flight tickets, charter bus bookings, and hotel accommodations.
Rappi’s Black Friday Deal for 2021
Even for the year 2021, Rappi will come up with exciting deals and offerings. Grocery shopping, food ordering, and tickets are just a few possibilities. The delivery app will have special promotions on the 23rd and 29th for this year.
During Black Friday, which occurs on the 27th, people can take advantage of up to 70% discounts. Paying with a Visa credit card can get you 20% off — up to a maximum of R$400 — on purchases with a value starting at R$200 through the Rappi Mall service.
Learn From Rappi’s 2021 Black Friday Strategy
Featuring people working from home and customers being cautious, it’s no surprise that Black Friday & Cyber Monday will be different this year. Buying patterns have shifted dramatically, as well as customer expectations.
To make the most of your Black Friday sales as Rappi, you need to make sure that your campaigns and promotions are on point.
Having More than three years of experience, Nirav is an outreach expert at Elluminati Inc. Having a keen interest in communication, content, and digital marketing, he has worked with many brands and helped entrepreneurs to establish an online presence that drives their business forward.
Nikola Roza is an affiliate marketer and blogger behind Nikola Roza- SEO for the Poor and Determined. He writes for bloggers who don't have huge marketing budgets and who still want to carve out a niche online and a better life for themselves. Learn about Nikola here, or read his blog posts and guides here.