As the second half of 2025 approaches, the retail sector prepares 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 high sales volume periods.
In an increasingly competitive consumption scenario, anticipating trends and managing inventory with precision can mean the difference between success and product shortages, both on store shelves and in online marketplaces. According to Nielsen research, 66% of Brazilian consumers value the shopping experience as much as price. This includes everything from product availability to 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 and supply chain planning solutions, AI-powered tools can accurately predict demand fluctuations, adjusting supply efficiently and dynamically. ‘This directly impacts inventory management, helping to prevent shortages, reduce waste, and ensure smoother operations,’ he explains.
RELEX’s differentiator 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 all business areas work in an integrated manner. This holistic approach enables retailers to optimize the entire value chain, from supplier to shelf, ensuring 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 maintaining competitiveness. ‘AI-based tools can measure the impact of multiple factors on demand, resulting in more assertive forecasts and improved planning processes, which boosts 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 more coordinated decision-making across the entire value chain. ‘These tools provide a holistic view of the business, allowing teams to make faster and more assertive decisions, especially during critical moments in the retail calendar. By centralizing data and processes, we can avoid operational bottlenecks and respond more efficiently to demand fluctuations, common during events like Valentine’s Day and Black Friday,’ concludes the executive.
