As the second semester of 2025 approaches, the retail sector is gearing up for a marathon of high-impact sales events, including Valentine’s Day in Brazil, Black Friday, and, finally, Christmas. More than ever, demand planning becomes a key factor in ensuring good results, reducing losses, and maintaining customer satisfaction during peak sales periods.
In an increasingly competitive consumption scenario, anticipating trends and managing stocks accurately can mean the difference between success and product breakdown, both on store shelves and online marketplaces. According to Nielsen research, 66% of Brazilian consumers value the shopping experience as much as the price. This includes product availability and ease of finding them.
In this context, artificial intelligence (AI) has taken on a prominent role. According to Carlos Victoria, Senior VP of RELEX Solutions, a company specializing in unified retail planning and supply chain solutions, AI tools can accurately predict demand fluctuations, adjusting supply efficiently and dynamically. ‘This directly impacts inventory management, helping to avoid stockouts, reduce waste, and ensure smoother operations,’ he explains.
The differential of RELEX lies in its ability to use machine learning-based forecasts with SKU/day granularity, allowing retailers to predict demand accurately. By integrating demand planning with supply chain, merchandising, and operations, RELEX’s unified platform ensures that all areas of the business work together. This holistic approach enables retailers to optimize the entire value chain, from supplier to shelf, ensuring that the right products are available at the right time and place.
With a calendar full of logistical challenges and high sales expectations, technology becomes essential to maintain competitiveness. “AI-based tools can measure the impact of multiple factors on demand, resulting in more accurate forecasts and enhanced planning processes, driving retail performance during key periods,” adds the executive.
Unified planning technologies also bring together areas such as supply chain, merchandising, and operations, enabling faster and coordinated decision-making across the value chain. “These tools provide a holistic view of the business, allowing teams to make faster and more informed decisions, especially at critical times in the retail calendar. By centralizing data and processes, we can avoid operational bottlenecks and respond more efficiently to demand fluctuations, common on dates like Valentine’s Day and Black Friday,” concludes the executive.
