THEConsumer MonthIt is marked by major promotions and discounts, reflecting the competitiveness of retail and changes in purchasing behavior. In an increasingly digital and experience-focused market, companies need to go beyond low prices, investing in personalization, convenience, and innovation to attract and retain customers.
“Today’s consumer is more demanding and expects much more than just good prices or products. It values brands that deliver convenience, personalization, and a clear purpose. In this scenario, technology plays a key role, making experiences more seamless, service more agile, and solutions more aligned with your needs. Companies that successfully combine technology and customer experience strategically will not only stand out during occasions like Consumer Month but also build a strong and lasting relationship throughout the year., analyzes Alexandre Della Volpe, Marketing Director of Rcell, one of the largest technology distributors in Brazil.
Among the trends shaping not only the Consumer Month but also important dates such as Mother's Day, Valentine's Day, Father's Day, and even Black Friday, the following stand out:
- Phygital – integration of the physical with the digital:The fusion between the physical and digital worlds is becoming stronger, with stores investing in immersive experiences such as augmented reality and virtual fitting rooms to engage consumers.
- AI shopping assistantsThe use of artificial intelligence in customer service is growing every day. With this, it is now possible to offer even personalized recommendations and 24/7 support through advanced chatbots and voice assistants.
- Conscious and sustainable consumptionMost of the clients are watching the companies' good practices. This involves knowing whether brands are truly committed to sustainability, preferring ethically sourced products, eco-friendly packaging, and well-established ESG (Environmental, Social, and Governance) practices.
- Live commerce and social shoppingDriven by the pandemic, social media has now established itself as a major purchasing channel. Various brands use strategies such as live broadcasts and influencers to boost their sales interactively and bring them even closer to their customers.
“The phenomenon of live shopping on social media has already established itself as a powerful strategy to boost sales and engage consumers. One of the biggest examples of this success is influencers who turned live broadcasts into true consumption events, moving millions of reais in just a few hours. This direct and interactive connection creates a sense of urgency and closeness, making the shopping experience much more engaging. For brands, investing in this format means not only selling more but also strengthening the relationship with the audience in an authentic and effective way.", emphasizes Alexandre."
- Experience-based loyalty programsThe traditional points and discounts, which were very common before, are being replaced by exclusive benefits, such as early access to launches, events or VIP groups, and product customization.
- "Invisible" paymentsCustomers are increasingly practical and choosing faster and smoother payment methods in order to make the shopping experience more convenient. Among them are biometric authentication, digital wallets, and interest-free installment payments through fintechs.
With an increasingly demanding and connected consumer, adapting to new trends is no longer an option but a necessity for brands that want to stay relevant. Customization, technological innovation, and concern for sustainability are fundamental pillars for success in the current market. Companies that manage to combine convenience, experience, and purpose will have a valuable competitive advantage, winning customer loyalty and driving their business in 2025 and beyond.
