The end of the year is, without a doubt, the most anticipated time of the year for commerce. After all, from a financial perspective, customers have greater purchasing power to make purchases, while from an emotional standpoint, the sequence of holidays sparks the desire to give gifts to friends and family. Faced with a promising period for merchants, it becomes essential to align strategies and, most importantly, to 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, personalized service has ceased to be a differentiator and has become a necessity. Understanding the preferences of the audience, from the type of product to the purchase channel, is essential to ensure greater reach and proximity.
It is important to remember that every point of contact can become a sales channel. Whether in the digital or physical environment, strategies should turn service into sales and provide the best customer experience. Below, I highlight three channels that are trending and capable of boosting sales:
#1 E-commerce:With the increase in online shopping post-pandemic, e-commerce has become the preferred channel for many consumers. In 2023, this market in Brazil generated 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 online sales, and it is gaining strength in the market. The Shopee platform, for example, records an increase of up to five times in sales on the days it hosts live broadcasts. This format allows for greater connection with the audience and reaches potential clients directly where they are already present and engaged.
#3 Bots: They continue to be a strategic channel for sales conversion. They provide prompt and accurate service, answering questions and guiding the customer during navigation. When used correctly, they help improve the shopping experience without being invasive, providing 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 personalized and humanized service; if their expectations are not met, they seek other options.
Therefore, before adopting any channel, merchants must verify if it aligns with the customer's profile and preferences. This can be done from mapping habits to identifying access patterns, whose information allows offering the right products at the right time and place. And, even though this approach requires integration and alignment of departments with sales channels, today, Artificial Intelligence tools, for example, facilitate the execution of these strategies, both online and offline.
In this scenario, relying on the support of a specialized company can make all the difference. The presence of qualified professionals helps in identifying opportunities and choosing the most suitable channel for the business profile, maximizing results.
More than Black Friday or other holidays, commerce is active all year round. Meanwhile, what determines performance in each period is how well aligned the sales strategy is with the chosen channels. The trend is that the audience continues to expand their preferences, and it is up to the brands to keep up with this evolution. After all, it's not only those who sell the most in a specific period who succeed, but those who know how to sustain and expand their performance throughout the entire year.
