Year-end sales boost the cash registers of Brazilian retailers, and entrepreneurs from various sectors prepare for the date with the expectation of increasing revenue. According to the Leading Sales Index of the Institute for Retail Development (IAV-IDV), the forecast is for a 7% increase in December compared to the same month in 2023.
To contribute to the new perspective, Fabiano Cruz, CEO of Alot agency, a martech specialized in brand building and management with strategies aligned with AI, listed the 5 main transformative actions in marketing to capture more customer attention and increase sales during the end of the year. "It's a very timely moment to calibrate the campaigns in a targeted and aligned way with the target audience. Therefore, everything should start with good segmentation," points out the CEO. He details each step to achieve success. Check it out
- Advanced Customer Segmentation
The specialist states that it is necessary to deeply understand the different buyer profiles within the customer base in order to offer more targeted products and services. "An effective technique is RFM analysis (Recency, Frequency, Monetary Value). Recency refers to the customer's last purchase, frequency is how often they make purchases, and monetary value is how much they spend on average," notes Fabiano.
- Be aware of future purchasing trends
"Anticipating which products will be most searched is crucial for good results, and we achieve this by analyzing historical sales data to forecast future demand. For example, a retailer notices an increased search for home gym equipment. Upon realizing this, the company increases stock of these products and creates targeted promotional campaigns, meeting the growing demand and maximizing sales," illustrates Fabiano.
- Dynamic pricing optimization
Fabiano says that dynamic pricing is important and contributes to an increase in purchases. "By adjusting prices in real time based on consumption behavior, stock, and competition, the company achieves more sales and profits. Understanding this price elasticity and how changes affect the quantity sold allows for setting attractive prices for different products," he/she analyzes.
To illustrate, he explains that a hosting platform changes the hotel room prices based on the query. "During the months of December and January, the website may offer greater discounts on rooms with low occupancy, encouraging bookings and increasing revenue," guarantees Fabiano.
- Smart inventory management
Managing inventory efficiently is essential to avoid excessive costs, and demand forecasting provides data and analysis to anticipate which products will be in higher demand.
"It is interesting to perform an ABC classification to categorize items into: A (most important) – items that represent the majority of sales value, B (intermediate importance) – products with a moderate impact on sales, and C (less important) – items with the least influence on revenue. This provides a parameter for when to increase stock, ensuring availability and avoiding stockouts. This improves customer satisfaction and directly impacts cash flow," suggests Fabiano.
- Analysis of your social networks
Seeing what your customers are saying about your brand is an excellent thermometer and provides you with valuable insights. Social media monitoring and assessing whether comments are positive, negative, or neutral help understand their perception. If an electronics company sees praise for a new feature of its smartphone on social media, it can highlight this difference in its campaigns. But if there are complaints about the battery, it can offer discounts on accessories like portable chargers. Additionally, proactively engaging with customers by responding to comments and feedback improves the brand's image and allows for strategy adjustments as needed, concludes the expert.
