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Challenges of e-commerce on Mother's Day: how to deal with the new consumer behavior

Mother's Day is an emotional date, just as it is important in the strategic sales calendar. However, consumers have been showing changes in behavior, with a preference for seeking the ideal gift in physical stores, thus valuing the experience at the moment of purchase.

According to a survey conducted by PiniOn, half of Brazilians (51.8%) plan to buy gifts on this date, in physical stores, with 46.2% in small establishments and shops. About 61.5% of the attendees are from the beauty industry, also including jewelry and costume jewelry.

This scenario challenges e-commerce to review its strategy in online stores, considering this period as an opportunity to qualify demand and, naturally, achieve better results. E-commerce can compete with brick-and-mortar retail on dates like Mother's Day, when it understands that it doesn't just sell a product, but a gesture, intention, and experience. What charms in the physical can be translated online when the brand ceases to be just a sales channel and becomes a connection channel, emphasizes Hygor Roque, Brand and Partnerships Director at UAPPI.

A recent PwC study on consumer behavior indicates that social media are popular for brand discovery and reviews: 78% of Brazilians use these channels to learn about new brands, and 80% research reviews to validate a company before making a purchase. However, consumers question the safety and reliability of the media, ranking it as the least trustworthy sector.

Since customer convenience is expected offline, the focus on digital is to connect data with sensitivity, so that loyalty goes beyond the click. “Use technology to surprise, adapt the shopping journey, provide options and control, bring clarity. Every touchpoint needs to show that the brand cares. Because the consumer doesn't remember who delivered quickly, they remember who made them feel unique," complements Hygor.

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