Mother's Day is an emotionally charged date, as well as an important one on the strategic sales calendar. However, consumers have been demonstrating changes in behavior, preferring to search for the ideal gift in physical stores, thus valuing the experience at the time of purchase.
According to research conducted by PiniOn, half of Brazilians (51.8%) intend to buy gifts for this date in physical stores, with 46.2% in small establishments and shops. Approximately 61.5% of the gifts are in the beauty sector, as well as jewelry and costume jewelry.
This scenario challenges e-commerce to review its strategy in online stores, evaluating this period as an opportunity to qualify demand and naturally, present greater results. “E-commerce can compete with physical retail on dates like Mother's Day when it understands that it doesn't just sell products, it sells gesture, intention, and experience. What captivates in the physical world can be translated to the online world when the brand ceases to be just a sales channel and becomes a channel for connection,” emphasizes Hygor Roque, Director of Brand and Partnerships at UAPPI.
A recent PwC study on consumer behavior indicates that social media is 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 social media, ranking it as the least trusted sector of activity.
Given that customer convenience is expected offline, the focus in the digital world is on connecting data with sensitivity, so that loyalty goes beyond the click. “ Using technology to surprise, adapt the buying journey, give options and control, bring clarity. Every point of contact needs to show that the brand cares. Because the consumer doesn't remember who delivered quickly, they remember who made them feel unique,” adds Hygor.
