Infobip, a global communications platform, has announced a significant increase in customer interactions on its platform during Black Friday 2024. The company recorded a 26% year-over-year growth in total interactions, reaching 3.4 billion on the day itself.
Messaging interactions, including SMS, email, and WhatsApp, accounted for over 1.6 billion interactions on Black Friday, making up a substantial portion of the total. This highlights the continued reliance on these channels for effective customer communication during peak shopping seasons.
Commenting, Ivan Ostojić, Chief Business Officer at Infobip, said: “RCS has become a crucial channel for shoppers during Black Friday. Consumers are seeking more interactive and personalized experiences, and businesses are responding by embracing RCS to deliver end-to-end customer journeys. Additionally, the extended Black Friday shopping period has led to increased interactions throughout November as brands target cost-conscious consumers.”
Rich Communication Services (RCS) also saw significant growth, with a 17% increase in interactions compared to a typical November day and a staggering 388% increase year-over-year. This surge underscores the increasing preference for conversational experiences and the ability of RCS to deliver end-to-end customer journeys.
The Retail & eCommerce and Finance industries emerged as top performers, with 42% and 36% year-over-year increases in interactions, respectively. These sectors leveraged Infobip’s platform to engage customers with personalized offers, timely updates, and seamless payment processes.
Infobip’s data reveals that Black Friday shopping extended beyond the traditional single day. Interactions throughout November were higher than the previous year, indicating that retailers and eCommerce businesses are adopting a more extended approach to capture consumer interest and drive sales.