As the second half of 2025 approaches, the retail sector is preparing for a marathon of high-impact sales events, including Valentine's Day in Brazil, Black Friday, and finally Christmas. More than ever, demand planning becomes a key factor to ensure good results, reduce losses, and maintain customer satisfaction during periods of high sales volume.
In an increasingly competitive consumption landscape, anticipating trends and managing inventories accurately can mean the difference between success and stockouts, both on store shelves and online marketplaces. According to Nielsen's research, 66% of Brazilian consumers value the shopping experience as much as the price. This includes everything from product availability to ease of finding them.
In this context, artificial intelligence (AI) has taken on a prominent role. According to Carlos Victoria, senior VP of theRELEX Solutions, a company specialized in unified retail planning and supply chain solutions, AI tools are capable of accurately predicting demand fluctuations, adjusting supply efficiently and dynamically. "This directly impacts inventory management, helping to prevent stockouts, reduce waste, and ensure smoother operations," he explains.
RELEX's diferencial lies in its ability to utilize machine learning-based forecasts with SKU/day granularity, allowing retailers to predict demand with precision. By integrating demand planning with supply chain, merchandising, and operations, RELEX's unified platform ensures that all areas of the business work in an integrated manner. This holistic approach allows retailers to optimize the entire value chain, from supplier to shelf, ensuring that the right products are available at the right time and place.
With a calendar full of logistical challenges and high sales expectations, technology becomes essential to stay competitive. "AI-based tools can measure the impact of multiple factors on demand, resulting in more accurate forecasts and improved planning processes, which drives retail performance during key periods," adds the executive.
Unified planning technologies also encompass areas such as supply chain, merchandising, and operations, enabling faster and more coordinated decision-making across the entire value chain. "These tools provide a holistic view of the business, allowing teams to make faster and more accurate decisions, especially during critical moments in the retail calendar. By centralizing data and processes, we can avoid operational bottlenecks and respond more efficiently to demand fluctuations, common on dates like Valentine's Day and Black Friday," concludes the executive.
