Black Friday without improvisation: planning and technology are essential to cope with peak demand

The Skyone Confraternity brings together technology, logistics, and retail experts to discuss how companies can prepare for one of the most challenging periods in the retail calendar

Black Friday has ceased to be just a promotional date and has become one of the main tests of operational capacity for retail, logistics, and technology companies. To cope with the peak demand and unforeseen events characteristic of the period, planning, integration between areas, and the strategic use of technology are increasingly important.

This was the central point of the panel “Black Friday without improvisation”, held last Wednesday (September 16th) during the Skyone Confraternity, a monthly meeting held on the rooftop of Skyone's headquarters in São Paulo. The debate brought together around 100 participants, including employees, clients and prospects of the company.

Moderated by Robson Del Fiol, executive director of education and community at Skyone, the panel included Luciano Conde from Oracle; Gilberto Hugen from BBM Logística; Daniel Romio from Fortinet; and Fernando Diniz, representing Petz and Cobasi.

Plan ahead to react better

According to Luciano Conde of Oracle, the experience gained during major retail events shows that preparation is fundamental. Among the initiatives highlighted are the training of partners and the formation of Rapid Response Teams, prepared to act quickly in the face of problems.

Cloud computing is also gaining relevance in this context because it allows for greater flexibility in storage and processing capacity. The logic is simple: during periods of exceptional demand, the infrastructure needs to keep pace with business behavior.

In logistics, the lead time is even greater. Gilberto Hugen, from BBM Logística, highlighted that planning for Black Friday begins about three to four months in advance. It's necessary to understand in advance what will need to be delivered, map operations, and plan the combination of people, equipment, and trucks.

"Technology, people, and processes" need to work in an integrated way. Among the challenges is, in particular, retaining professionals during periods of high demand. Therefore, Hugen emphasized the importance of also working with alternatives: plan B and plan C for situations that deviate from the initially projected scenario.

Security must keep pace with flexibility

If demand increases, exposure to risks can also grow. For Daniel Romio of Fortinet, technological security needs to be considered from the operational planning stage.

One of the challenges is dealing precisely with what was not foreseen. Cyberattacks can occur during periods of high activity and, according to Romio, many of them are carried out by organized criminal groups.

In this scenario, security models supported by artificial intelligence, constant monitoring, load distribution, and traffic separation are some of the tools that can contribute to protecting the operation.

Preparation also involves creating models and simulations, reviewing safety requirements, and reassessing the different layers of protection.

The idea of ​​digital resilience broadens this vision: it's not just about technology, but about the combination of management, technology, and operations to keep the business running in the face of adverse situations.

Test beforehand so you don't discover the problem during Black Friday

From the retail side, Fernando Diniz, representing Petz and Cobasi, emphasized that planning needs to involve different areas of the company, from technology and sales to operations.

One of the points highlighted was the need to provision resources in an assertive manner, monitoring demand behavior through real-time tracking.

Before Black Friday, the infrastructure needs to be put to the test. Performance, scalability, and security tests help identify bottlenecks and verify if the systems are prepared to handle peak access and transaction volumes.

Another precaution mentioned was monitoring potential clone websites, used for scams and fraud, which can also affect brand reputation. The involvement of specialized partners helps identify and protect companies' digital presence.

Ultimately, one variable remains impossible to completely eliminate: the unforeseen. Therefore, preparation doesn't mean trying to predict everything, but creating conditions to respond quickly when something unexpected happens.

Black Friday is a test for the entire operation

The different perspectives presented in the panel converged on the same conclusion: a successful Black Friday does not depend on a single area or technology.

It requires a combination of planning, people, processes, infrastructure, logistics, security, and monitoring, as well as the ability to adapt in real time.

More than just preparing systems to sell more, it's about preparing the entire organization to operate under pressure and respond to unforeseen events without turning the biggest retail event into an exercise in improvisation.

Technology and relationships at the heart of the Confraternity

Founded in 2013 by four Brazilian entrepreneurs, Skyone built its trajectory based on cloud computing solutions and, over the years, expanded its operations to include systems integration, data, artificial intelligence, and cybersecurity. Today, the company positions its platform at the intersection of Cloud, Data, AI, and Cybersecurity, focusing on simplifying technology and increasing business productivity.

In this context, the Skyone Confraternity also presents itself as a space for knowledge exchange and relationship building, bringing together companies and professionals from different links in the ecosystem. By bringing together, in the same environment, representatives from technology, logistics, security, and large retail operations, the initiative creates a conducive environment for discussing concrete market challenges and sharing experiences. The panel on Black Friday demonstrated precisely the value of this connection: more than just talking about technology, it was about bringing different perspectives to the same table to discuss how the sector can better prepare for critical moments in the retail calendar.

Written by Skyone