The end of the year, without a doubt, is the most awaited season of commerce. After all, from a financial point of view, customers have greater purchasing power to make purchases, already from the emotional aspect, the sequence of commemorative dates awakens the desire to gift friends and family. Faced with a promising period for merchants, it becomes essential to align strategies and, especially, enhance the use of sales channels.
In recent years, being present where the customer is has become a challenge. With the change in consumer habits and behaviors, personalizing customer service is no longer a differential to become a necessity. Understanding the preferences of the public, from the type of product to the purchase channel, is indispensable to ensure greater reach and proximity.
It is important to remember that every touch point can become a sales channel.Whether in the digital or physical environment, strategies must turn service into sales and provide the best customer experience. Below, I highlight three channels that are on the rise and are able to boost sales:
#1 E-commerce: with the increase in online shopping after the pandemic, e-commerce has become the preferred channel for many consumers. In 2023, this market in Brazil earned R$ 185.7 billion, according to data from Abcomm (Brazilian Association of Electronic Commerce). This channel is not only an excellent sales option, but also a tool to map the customer journey and attract new partners.
#2 Live commerce: this approach consists of live sales over the internet, and is gaining momentum in the market. The Shopee platform, for example, records an increase of up to five times in sales on days when it performs lives. This format allows greater connection with the public and reaches potential customers directly in the place where they are already present and engaged.
#3 Bots: these remain a strategic channel for sales conversion.They provide agile and accurate service, answering questions and guiding the customer while browsing. Used correctly, they help improve the shopping experience without being invasive, offering real-time support to the consumer.
Although there are several sales channels available, their effectiveness will depend on the strategy associated with the use of each one. Current consumers expect a personalized and humanized service, if they do not have their expectations met, they seek other options.
Therefore, before adopting any channel, it is essential that marketers check if it aligns with the customer profile and preferences. This can be carried out from the mapping of habits to the identification of access patterns, whose information allows offering the right products at the right time and place. And even if this approach requires integration and alignment of areas with sales channels, today, Artificial Intelligence tools, for example, facilitate the execution of these strategies, both online and offline.
In this scenario, having the support of a specialized company can make all the difference. The presence of trained professionals helps in identifying opportunities and choosing the channel that best fits the business profile, maximizing results.
More than Black Friday or other commemorative dates, trade is active all year round. However, what determines the performance in each period is how well aligned is the sales strategy with the chosen channels. The trend is that the public continues to expand their preferences and it is up to brands to follow this evolution. After all, they win not only those who sell more in a specific period, but those who know how to sustain and expand their performance throughout the year.
