Year-end sales move the cash registers of Brazilian retailers, and entrepreneurs from various sectors are preparing for the date with the expectation of making more profits. According to the Retail Development Institute’s Antecedent Sales Index (IAV-IDV), the forecast is for a 7% increase in December, compared to the same month of the year 2023.
To contribute to the new perspective, Fabiano Cruz, CEO of the agency Alot, a martech specialized in brand building and management with AI-aligned strategies, listed 5 main transformative behaviors in marketing to attract more attention from customers and sell more during the year-end. ‘It is a very opportune moment to calibrate campaigns, in a targeted and aligned manner with the target audience. Therefore, everything should start with good segmentation,’ the CEO points out. He details each step to achieve success. Check it out:
- Advanced customer segmentation
The specialist asserts that it is necessary to deeply understand the different buyer profiles within the customer base to offer more accurate products and services. ‘An effective technique is RFM analysis (Recency, Frequency, Monetary Value). Recency refers to the customer’s last purchase, frequency is when they make purchases, and monetary value is how much they spend on average,’ notes Fabiano.
- Be attentive to future purchasing trends
“Anticipating which products will be most searched for is crucial for good results, and this is achieved by analyzing historical data from past sales to predict future demands. For example, a retailer notices increased searches for home fitness equipment. By being aware of this, the company increases the stock of these products and creates specific promotional campaigns, meeting the growing demand and maximizing sales,” illustrates Fabiano.
- Dynamic pricing optimization
Fabiano says that dynamic pricing is important and contributes to increased purchases. “By adjusting prices in real-time based on consumption behavior, stock, and competition, the company achieves more sales and profits. Understanding this price elasticity and how changes affect the quantity sold allows setting attractive prices for different products,” he analyzes.
To exemplify, he explains that a lodging platform modifies hotel room prices according to demand. “During the months of December and January, the site may offer larger discounts on low-occupancy rooms, encouraging bookings and increasing revenue,” Fabiano guarantees.
- Intelligent inventory management
Managing inventory efficiently is essential to avoid excessive costs, and demand forecasting provides data and analysis to anticipate which products will have higher searches.
“It is interesting to make an ABC classification to categorize articles as: A (most important) – items that represent the majority of sales value, B (intermediate importance) – products with moderate impact on sales, and C (least important) – lesser influence on revenue. This way we have a parameter of when to increase the stock, ensuring availability and avoiding out-of-stocks. This improves customer satisfaction and directly impacts cash flow,” suggests Fabiano.
- Analysis of your social networks
“Seeing what your customers are saying about your brand is an excellent thermometer and gives you valuable insights. This social media monitoring and evaluation of whether comments are positive, negative, or neutral help to understand their perception. If an electronics company sees praise for a new feature of their smartphone on social networks, it can highlight this differentiator in its campaigns. But if there are complaints about the battery, it can offer discounts on accessories such as portable chargers. In addition, proactively interacting with customers, responding to comments and feedback, improves the brand image and allows for adjusting strategies as needed,” concludes the specialist.
