The Consumer Day, celebrated on March 15, is approaching, and online stores are already starting to prepare promotional activities to boost sales during this period. According to Felipe Rodrigues, CEO of Enviou – a platform specialized in e-commerce marketing automation – good planning for the date combined with the proper tools can lead to an increase of up to 50% in sales.
Haroldo Matsumoto, who is a specialist in management and marketing and director of Prosphera Corporate Education – a multidisciplinary consultancy specialized in business management – can assist entrepreneurs and managers – shares the same view and states that retailers must work on creating consistent strategies and plans to overcome obstacles, sell more, and improve revenue scenarios.
Among the aspects that cannot be missing in a special planning for the date, Rodrigues emphasizes that online store managers need to check inventory and ensure the availability of products on sale. It is also essential to communicate with the logistics team to ensure maximum attention in sorting and delivering items. The CEO of Enviou also recommends that store teams be alert to opportunities to attract and win new customers, who will be drawn by the promotions. It is necessary to ensure that these customers have positive and memorable experiences. In addition to ensuring that the online store does not go down, it is also extremely important to have a prepared customer service team to answer questions and assist customers at the time of purchase. Finally, the Enviou expert recommends the creation of intelligent communications.
The director of Prosphera Corporate Education, in turn, explains that it is interesting for managers to retrieve sales information for the same period last year, so there is a basis for defining the quantity and mix of products for this year. He also advises retailers on how products will be offered to customers. In his view, creativity can be very helpful at this time and states that it can be very interesting – in addition to running promotions on certain items – to create combos with products that are complementary, so that it makes sense for the consumer to purchase all those pieces at once.
To enhance planning, Felipe Rodrigues, from Enviou, recommends the combined use of tools that strengthen marketing and sales strategies. According to the executive, a good email marketing platform and the delivery of personalized content through this channel can be excellent for driving customers to the online store. At the same time, tools that promote the recovery of abandoned carts and detect browsing abandonment can be decisive when converting a sale that was practically lost. Another recommendation from the marketing and e-commerce specialist is the personalized trigger tool, which allows the sending of fully customized content to the consumer, to arouse desire for a particular item.
Matsumoto emphasizes the importance of having proper communication for the date, with the store’s visual identity composed for the period, trained staff, and suggestive selling, i.e., aiming to increase the average ticket by offering complementary products with prices that fit customers’ budgets. Another point highlighted by the specialist is related to consistency in all aspects: from visual to customer service, in order to attract customers into the store and achieve sales. According to Matsumoto, marketing has to appeal to customers’ emotions, knowing who will enter the store, what people are looking for, and how they feel. With complete stock and a team knowing what and how to recommend, it becomes easier to enchant and assist in the purchase decision.
What do you think about working on a topic with guidelines for entrepreneurs on how to sell more and better this Consumer Day? If you find it interesting, we can schedule a chat with Felipe Rodrigues, CEO of Enviou, and Haroldo Matsumoto, from Prosphera Corporate Education, for more tips.
