With the new year approaching, the cycle of commemorative dates that drive the monthly flow of consumers in retail also begins. From January, marked by the return to school, until December, with the typical festivities of the season, commerce finds ways to stay up-to-date with current trends to offer to its customers.
However, not all commemorative dates can be utilized by all types of businesses, and this highlights the need for good planning. This is what Roberto James, a master's in psychology and retail specialist, states: "This is where the creativity and knowledge of the sales manager come into play, not only of the clientele but also of the business in which they operate."
For the specialist, the ideal is to create an annual plan, covering the main events month by month. In this way, it explains, retailers are able to have a comprehensive view of the periods with the highest and lowest sales flows, preparing for them.
Detailed and realistic planning brings several benefits not only to the retailer, as purchasing in advance from suppliers can provide lower prices to the end consumer, which broadens negotiation margins. "The retailer still has a trump card, which is the ability to run promotions for stock clearance in cases of sales below expectations. Those who understand their own market well can find incentives for customers throughout the year. The wheel keeps turning even with sales below projections," he concludes.
Even during times of high customer traffic, such as Christmas or Mother's Day, the retailer needs to be organized so that the expectation of high profits does not turn into losses. "It is good to avoid stocking a very high quantity of themed and dated items, as after that period they will become clutter. The ideal is to never run out of products, and if there is any leftover, it should be a minimal amount to be sold during post-holiday promotions," advises Roberto.
Another tip the specialist gives is that, whenever possible, the point of sale should be decorated according to the festive date in question. Environments like these attract more customers, but it's important to be careful. For example, carnival music played at very high volumes will have the opposite effect of what is expected, as it can give the impression of chaos and confusion. Businesses aimed at children can use and indulge in actors dressed as current characters. The important thing is to have common sense and moderation.
Regarding e-commerce sales, Roberto emphasizes the importance of preparing for crisis management. "Sites that crash due to high traffic and customer service volume break trust and increase the feeling of helplessness for those shopping online. View your website as if it were a store and treat the customer in a way that they won't regret doing business with you," he concludes.
