Previous Year’s Impact of Black Friday in Latin America – Rappi Experienced Surge in Sales

Disclosure (full version- https://nikolaroza.com/affiliate-disclosure/): Some of the links you’ll encounter are affiliate links. If you click and buy something, I will get a commission. Thank you! 

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.

Rappi Travel

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.

 

Image (source) https://www.vmsl.com.bd/

We are in the midst of the holiday shopping frenzy. There is no question that people are doing more of their holiday shopping online to buy gifts for family and friends than through brick-and-mortar retailers, despite perilous shopping scenarios like Black Friday mega sale stampedes. Retailers, but especially restaurant businesses, need to take advantage of the holiday season.

People usually think about Black Friday bargains when they think of electronics, toys, clothes or genuine leather. But restaurants also offer their own holiday discounts. According to a survey by the National Retail Federation, more than a third of shoppers will buy gift cards from restaurants this holiday season. What does this mean to the restaurant business?

To entice consumers to buy their gift cards, restaurant chains are giving away freebies or offering discounts. There is no better time in the whole year to boost sales, acquire new customers, and reconnect with old ones than Black Friday weekend. To achieve this, restaurant managers need to stand out from the intense competition, which is why a Black Friday marketing campaign is essential.

This guide gives the restaurant managers the essentials needed to launch a successful Black Friday campaign and put them ahead of their rivals during this crucial shopping weekend.

Why Does the Restaurant Industry Do Well On Black Friday?

Source: Statista https://www.statista.com/chart/7045/thanksgiving-weekend-e-commerce-sales/

The holiday shopping season is well underway now that Black Friday has arrived. Shoppers are putting an even more tremendous amount of pressure on retailers. The Thanksgiving to Christmas period has fewer shopping opportunities this year, making the clock tick for restaurants.

Due to the pandemic, the percentage of online ordering is also skyrocketing. It’s for that reason that companies offer a variety of tempting offers online. Sending email campaigns, running social media ads, implementing chatbots, and sending web push notifications are some ways that restaurants communicate with their customers.

Thus, they achieve great exposure, strengthen their brand, increase their customer base, sales, and profit greatly.

But why does the restaurant sector benefit more from Black Friday? Let’s discuss this in detail.

As consumers wait in line and shop for hours, they need time to rest and refresh. In addition to that, if consumers are busy with Christmas preparation and don’t have time to cook, these diners either rush to local restaurants or order meals using the delivery application and actively search for hot offerings to satisfy their hunger pangs.

For instance, Starbucks lines are usually long on Black Friday because shoppers need some caffeine before or after shopping. Also, while they are there, they will probably purchase a few sandwiches or other light snacks.

Black Friday also brings a lot of traffic to local and quick survey restaurants. Shoppers need to energize themselves for a long day ahead; FSR found that IHOP, Denny’s, and similar eateries saw their market shares increase during the holiday rush.

Your Black Friday sales may be an excellent way to market your restaurant’s name this shopping season. Are you ready? Consider these tasty deals and watch profits roll in.

5 Tasty Deals to Convert More Diners in 2021

Sales of online goods on Black Friday topped all previous records again in 2019, spending $7.4 billion, an increase of $1.2 billion over the previous year’s record of $6.2 billion. That’s huge. It’s not just Black Friday that has changed, but retail, dine-in patterns, customer preferences, and so on.

Before you give up on hope entirely, there are still some exciting opportunities in 2021. Restaurants and eCommerce brands, software companies such as SEMrush, and lifestyle products all leverage Black Friday to boost sales. Consumers are increasingly concerned with online ordering, making your digital channels even more valuable and good for customer engagement.

We will explore five deals for restaurants that allow them to maximize sales opportunities and customer experience during Black Friday 2021.

Intensify Remarketing Spending

Suppose you can hit users who clicked with retargeting conversion campaigns during Black Friday. In that case, you can make the most of the deepest discounts you have and their likelihood of visiting your restaurant or placing an order.

As these users are now acquainted with your brand, their chances of converting are higher, thus making higher CPM rates worthwhile. Restaurants can achieve maximum return on investment during Cyber Monday week by investing early in prospecting campaigns and ramping up retargeting.

For instance, you can offer a free dessert to regular diners while free delivery to those customers who download your app and place an online order. Consequently, restaurants will get maximum downloads and make their customer base strong.

Make Limited-time Offers, Feel More Urgent

Restaurants need to be strategic in the timing of their discounts and deals. Thanksgiving weekend through Cyber Monday, many restaurants and cafes offer huge deals and discounts. It would be great if diners could receive different deals every hour to make quicker decisions, but wouldn’t it create more urgency?

Offer customers a timetable of hourly deals in the days leading up to Black Friday. During Black Friday, you can inform customers about flash sales every few hours by email. Restaurants can use this by sending several emails throughout the day to catch the customer’s attention.

Pro tip: you can also embed custom QR codes generated online to your emails or on your posters/flyers, scanning which the customer can avail limited-time discounts, this can be a great way to boost interaction and create a sense of urgency among customers.

Instant Reward – Offer Gift Cards

Why don’t restaurants join in on the deals the diners are looking for? There is the possibility of offering Black Friday meal discounts; as we mentioned earlier, few people would be eating out on this day. Instead of advertising a restaurant special, you should run a gift card promotion to boost revenues without requiring your customers to dine.

Best of all, research shows that gift cards are often used for more than their value. Restaurants will benefit from the initial sale and the additional spending when your guests return to use their holiday gift cards.

Partner with Food Bloggers or Influencers

Collaborating with Instagram influencers who align with your brand is a creative Black Friday marketing idea. You may try having the influencer share a discount code during an Instagram Live event where they demonstrate your mouthwatering dishes and promote your Black Friday deals.

For example, an influencer who wants to promote your restaurant’s signature dishes using Instagram Stories should know how to engage their audience via interactive stickers, polls, or quizzes.

Additionally, influencers can also run giveaways offering custom and personalized merchandise, such as custom aprons, from the restaurant to create even more buzz and generate more foot traffic for the restaurant.

Create a Hype On Social Media

A study revealed that there are 4.48 billion social media users globally; it would be impossible to ignore that large audience. Social media marketing for restaurants around Black Friday is a challenge and an exciting time since everything happens in real-time. People expect swift action from you when they see what you see in milliseconds.

If restaurants want their social media posts to boost sales during Black Friday or Cyber Monday, vary them before, during, and even after those times. You can also leverage social media management tools like Optimonster as it offers vast deals amid Black Friday.

As customers are increasingly surfing their chosen social media news feeds on the platforms they choose, advertisers should never ignore Facebook, Instagram, Twitter, or other social platforms.

Bring the Right Amount of Sales You Want

Restaurant businesses experience a boom during the festive season. Holidays like Black Friday and Cyber Monday have their significance in their way. Take the advantage and come with exciting deals that bring sales, satisfy your customers’ hunger, and ensure a lucrative yield.

Author Bio

Nirav Parmar

Nirav is an outreach expert at Elluminati Inc. He has keen interest in digital marketing and communication.

Author bio

Nirav Parmar

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

Nikola Roza is a blogger behind Nikola Roza- SEO for the Poor and Determined. He writes for bloggers who don't have huge marketing budget but still want to succeed. Nikola is passionate about precious metals IRAs and how to invest in gold and silver for a safer financial future. Learn about Nikola here.

Leave a Comment