Customer Day: date still little explored can become strategic ally of retail

Created in the 2000s, Customer Day has gradually gained ground in the Brazilian retail activation calendar. Unlike more consolidated promotional periods, such as Black Friday or Mother's Day, the date, celebrated on September 15, still does not have a pattern of campaigns, which opens the door to more targeted strategies and focused on consumer relations.

For Harmo, a leading technology company in Google Business Profile management in Brazil, the potential for activation of the date is precisely in its flexibility. Without being tied to a specific segment, it offers opportunities for personalized actions and campaigns to enhance the current consumer base. According to Santiago Edo, CEO and co-founder of Harmo, companies that can transform customer recognition into concrete actions of digital reputation come out ahead.“Campaigns that encourage evaluation in Google, for example, have a direct impact on visibility and conversion into local searches, especially in physical stores, where traffic increasingly depends on online behavior”, he explains.

In this context, Customer Day can be treated as a “ponte” between acquisition actions and retention strategies. According to the study Local Decision 2025, conducted by Harmo in partnership with Reclame Here, 96% of consumers read the reviews on Google before choosing a physical store, as it reinforces the role of digital reputation as a decisive factor in the purchase journey, especially on dates with great potential for local activation. “Today's customer is not guided only by price or showcase: he consults, compares and chooses based on the experience of other consumers Transforming feedback into strategy is one of the most efficient ways of generating value, states Santiago.

Emotional connection and efficiency: the role of digital design

In e-commerce, design plays an important role in business strategies in building the shopping experience. According to research by Red Website Design, 94% of consumers leave pages with poor design, which reinforces the importance of fluid navigation, clean layouts and well-distributed information. According to Walisson Feijo Santana, head of design at Atomsix, a global design and technology studio, design acts as a link between brand identity and the emotional state of the consumer, directly influencing decision making. On dates such as Customer Day, a responsive, organized and can be decisive for the closing of the intuitive purchase.
 

“In addition to usability, the visual presentation of products also impacts the results. Images that contextualize the use, simulations and elements that refer to the affective universe of the date help to establish immediate connections”, explains Walisson. Therefore, anticipating campaigns, capturing leads and maintaining consistency between visual identity and brand positioning are actions that transform digital channels into performance showcases, especially in periods of high demand and competition.
 

Date is not yet as popular, but planning can make a difference

For Bernardo Rachadel, director of Retail Business Unit and CTO of Zucchetti Brazil (Italian multinational specialized in management systems that serves more than 120 thousand companies in the country (one of the fundamental actions to take advantage of the potential of Customer Day is planning. “Improvised campaigns or benefits that cannot be delivered end up damaging the brand image. The date should be thought of as a moment of consumer appreciation, with consistent and well-structured” actions, guides.

In this scenario, technology plays a central role in supporting retail strategies. CRM tools, marketing automation and integrated management systems (ERP) allow you to organize data, personalize communications and measure results accurately.“Even simple features such as messaging applications can become powerful allies to strengthen the relationship with customers, as long as they are used strategically”, adds Rachadel.

However, the executive reinforces that the greatest value is in loyalty, and not only in sales. While dates such as Mother's Day or Black Friday are usually guided by sales volume, this celebration is essentially the relationship. “Companies that understand this can not only sell more, but mainly consolidate a more loyal consumer base. September 15 is an opportunity to plant seeds of engagement that yield fruits throughout the year”, concludes Rachadel.

Customer Day is an opportunity to increase online sales

For small entrepreneurs and independent professionals, Customer Day is an opportunity to strengthen sales and strengthen ties with their consumer base in the online environment. According to Ricardo Melo, VP of Growth & Product at HostGator LatAm, investing in own channels, such as sales pages, blogs or virtual stores helps to create consistent touch points, which do not depend only on social networks. In addition to conveying credibility, these channels allow you to structure personalized campaigns, such as exclusive discounts for recurring customers or the dissemination of new products with more engaging storytelling.

With the support of affordable digital solutions, the entrepreneur can turn the date into a milestone of relationship and visibility. Tools for website creation and digital marketing based on artificial intelligence, such as those offered by HostGator, allow you to develop thematic pages in a few clicks and launch segmented campaigns. Thus, Customer Day becomes a strategic moment to build loyalty and expand the customer base.

Ricardo Melo also reinforces that betting on having only social networks, without own channels, is a risk that can compromise the operation of small businesses. “When the entrepreneur is dependent on third-party platforms, is subject to algorithm changes, reach restrictions and even account blocks. With their own channels, such as sales pages and professional emails, it is possible to ensure direct and personalized communication. Today, with our digital presence and marketing solutions based on AI agents, entrepreneurs have autonomy and freedom to own their own online channels”, he says.

Focus on customer relationship actions potentiate results

For Vinicius Teixeira, Growth Director of Quality Digital, a Brazilian technology company with 36 years of market, one of the fundamental actions to take advantage of the potential of Customer Day is the planning focused on the relationship.“Improvised campaigns or empty promotions end up damaging the connection with the consumer. The date should be thought of as a moment of genuine appreciation of the customer, with consistent and well-structured actions”, he guides.
 

In this scenario, technology plays a central role in supporting e-commerce relationship strategies. CRM tools, marketing automation and digital experience platforms allow you to personalize communications, create unique journeys and measure engagement accurately.“Resources such as custom landing pages and audience segmentation can become powerful allies to strengthen the relationship with customers, since they are used strategically to add real value”, adds Teixeira.

However, the executive reinforces that the greatest value is in building lasting bonds, and not only in the punctual increase of sales. While dates like Black Friday are usually guided by the volume of transactions, Customer Day is essentially the strengthening of the relationship. “Companies that understand this can sell more and mainly consolidate a more loyal and engaged consumer base. September 15 is an opportunity to plant seeds of connection that bear fruit throughout the year”, concludes Teixeira.