As the new year approaches, the cycle of commemorative dates that drive the monthly flow of consumers in retail also begins. From January, marked by the return to school, until December, with the typical holiday celebrations, businesses find ways to stay abreast of current trends to offer to their customers.
However, not every commemorative date can be taken advantage of by every type of business, and this is where the need for good planning comes in. This is what Roberto James, a master's degree holder in psychology and a retail specialist, states: "This is where the creativity and knowledge of the business manager come into play, not only of the clientele but also of the business they operate in."
For the specialist, the ideal is to have an annual planning, considering the main events month by month. In this way, he explains, retailers can have a comprehensive view of the periods with higher and lower sales flows, preparing for them.
Detailed and realistic planning brings several benefits not only to the retailer, as purchasing in advance from suppliers can provide cheaper prices to the end consumer, which expands the negotiation margins. "The retailer also has an ace up their sleeve, which is the ability to run promotions to clear inventory in cases of lower-than-expected sales. Those who understand their own market well can find incentives for customers in every month of the year. The wheel keeps turning even with sales below what was projected," he concludes.
Even in times of high customer traffic, such as Christmas or Mother's Day, the retailer needs to be organized so that the expectation of high profits does not turn into losses. "It's good to avoid stocking up on a very high quantity of themed items that are date-specific because, after that period, they will become waste. The ideal is to never run out of product and, if there is any left over, it should be a minimal quantity to be sold in post-holiday promotions," advises Roberto.
Another tip that the specialist gives is that, whenever possible, the point of sale should be decorated according to the festive date in question. Such environments attract more customers, but it is important to be careful. "For example, carnival songs, at very high volumes, will have the opposite effect to what is expected, as they can give an idea of turmoil and confusion. On the other hand, businesses aimed at children can use and abuse actors dressed as characters of the moment. The important thing is to have good sense and moderation."
Regarding e-commerce sales, Roberto emphasizes the importance of preparing for crisis management. “Websites that crash due to the number of accesses and customer service failures break trust and increase the feeling of helplessness on the part of those shopping online. View your site as if it were a store and treat the customer in such a way that they do not regret doing business with you,” he concludes.
