5 Strategies to Apply in Marketing and Increase Revenue This Year-End

Year-end sales are boosting the tills of Brazilian retailers, and business owners across various sectors are preparing for the date with the expectation of higher profits. According to the Sales Leading Indicator of the Institute for Retail Development (IAV-IDV), December is projected to see a 7% increase compared to the same month in 2023. 

To contribute a new perspective, Fabiano Cruz, CEO of Alot agency, a martech specializing in brand building and management with AI-aligned strategies, has outlined 5 key transformative behaviors in marketing to capture more customer attention and boost sales during the end-of-year period. “It's a very opportune time to calibrate campaigns, in a targeted and audience-aligned manner. Therefore, everything should start with good segmentation,” the CEO points out. He details each step to achieve success. Check it out:

1. Advanced Customer Segmentation

The expert states that a deep understanding of the different buyer profiles within the customer base is necessary to offer more effective products and services. "An effective technique is RFM analysis (Recency, Frequency, Monetary Value). Recency refers to the customer's last purchase, frequency is how often they make purchases, and monetary value is the amount they spend on average," points out Fabiano. 

2. Being attentive to future purchasing trends

Predicting which products will be most searched for is crucial for good results, and we achieve this by analyzing historical sales data to forecast future demand. For example, a retailer notices a surge in searches for home gym equipment. By understanding this, the company increases stock of those products and creates targeted promotional campaigns, meeting the growing demand and maximizing sales," illustrates Fabiano. 

3. Dynamic pricing optimization

Fabiano says dynamic pricing is important and contributes to increased purchases. "By adjusting prices in real time based on consumer behavior, inventory, and competition, the company sees more sales and profits. Understanding price elasticity and how changes affect sales volume allows for setting attractive prices for different products," he analyzes. 

To illustrate, he explains that a hotel booking platform adjusts room prices based on the search. "During December and January, the website may offer larger discounts on rooms with low occupancy, encouraging bookings and increasing revenue," assures Fabiano. 

4. Smart inventory management

Efficient inventory management is crucial to avoid excessive costs, and demand forecasting provides data and analysis to anticipate which products will have the highest demand. 

It's interesting to perform an ABC classification to categorize items into: A (most important) – items that represent the largest portion of sales value; B (intermediate importance) – products with a moderate impact on sales; and C (least important) – items with the least influence on revenue. This gives us a parameter for when to increase inventory, ensuring availability and preventing stockouts. This improves customer satisfaction and directly impacts cash flow," suggests Fabiano. 

5. Analysis of your social media

Seeing what your customers are saying about your brand is an excellent thermometer, providing valuable insights. This social media monitoring, and assessing whether comments are positive, negative, or neutral, helps understand their perception. If an electronics company sees praise for a new smartphone feature on social media, they can highlight that differentiator in their campaigns. But if there are complaints about the battery life, they can offer discounts on accessories like portable chargers. Furthermore, proactively engaging with customers by responding to comments and feedback improves brand image and allows for adjusting strategies as needed,” concludes the expert.