Brands are starting their Black Friday preparations earlier and earlier, well before defining discounts. E-goi, a marketing automation platform, will address this paradigm shift at the E-goi Product On Air event, scheduled for September 9th at 3:00 PM in Portugal and 11:00 AM in Brazil. The session will be hosted by Patrícia Fernandes, with the participation of specialists Miguel Gonçalves and Miguel Azevedo, and will include practical demonstrations of the platform's new features.
The main focus is on using data to understand each consumer: who is on the other side, what they have already purchased, when they purchased, how frequently, and what they might want next. Through RFM analysis (Recency, Frequency, Monetary Value), companies can segment their customer base and replace undifferentiated communications with targeted campaigns. Automation also allows for recovering abandoned carts, notifying when a product is back in stock, or communicating price drops at the right moment.
Artificial Intelligence plays a central role in the new tools presented. Send Time Optimization identifies the most appropriate moment for each contact to receive a communication, while Next Best Offer helps recommend products in a more personalized way. Channel diversification, such as WhatsApp and Web Push notifications, complements the strategy to be present at the right moment. E-goi will also present OmniConnect Agent and MCP, solutions that integrate AI with the platform to simplify tasks and allow teams to focus on what really matters.
The article highlights that Black Friday should not be seen merely as a sales peak, but as an opportunity to start long-term relationships with new customers. The preparation for Black Friday begins when a company decides to better know its customers, transform data into segments, and use AI to anticipate the next step of each consumer. This article was produced in partnership with E-goi.
