Customer Week: six trends for retailers to leverage sales strategies

With the arrival of Customer Week and the proximity of other promising retail dates such as Children's Day, Black Friday and Christmas, retailers should be aware of the use of strategies that combine experience, convenience and quality service to attract consumers, especially in online retail.

According to Eduardo Esparza, VP General Manager of Tenerity Iberia and Brazil, a leading international engagement company that increases the value of the relationship between companies and their customers, it is important that the target audience has an improved buying journey. “Every time, the Brazilian consumer seeks experiences that make him feel valued from the first contact. In e-commerce, this means investing in targeted ads 'with the use of retail media -, benefit programs, fluid integration between all channels, for example”, explains the executive.

Eduardo also adds that “os benefit programs have been consolidated as strategic tools, capable of constantly evolving to offer advantages and exclusive experiences with each new purchase. With this, brands are able to deepen the relationship with” customers.

This is confirmed in studies such as Opinion Box 2025 CX Trends. The document points out that 66% of consumers claim to have been impacted by better targeted ads in the last 12 months, with the majority (30%) stating that this type of advertising influenced their purchase decision. And about 70% of them claim to prefer a service that takes into account purchase preferences.

Considering this context, six trends stand out as fundamental to guide retail strategies in the coming months:

Hybrid shopping journey: the consumer moves between the online store and the physical in a continuous search for the best experience. Thus, the adoption of omnichannel strategies ensure a fluid experience and allows price consistency and integrated service.

Experience as a decisive factor for repurchase: in this scenario, a positive shopping experience becomes the main differential to retain customers, with 78% prioritizing brands that offer good service.

Agility in service: the speed of response is one of the most important factors for customer return. CX Trends 2025 points out that this point directly influences the purchase decision of 80% of consumers

Improved journey: the public expects brands to understand their needs and consider their purchase and search history. This understanding of consumer desires strongly influences the purchase decision for 68% of Brazilians, according to research.

8Favorite digital channels: customers prefer online stores (68%) and marketplaces (66%). Being present in these channels with the same strength of physical operations ensures greater reach and competitiveness.

Purposeful consumption: when prices are similar, the consumer prioritizes brands with clear values that demonstrate social and environmental responsibility. This information strengthens the brand reputation and ensures consumer preference at the time of purchase.

“The Brazilian consumer is no longer stuck with a single channel or store to buy their products. He seeks fluidity during the purchase journey, trust and exclusive advantages. It is essential that retailers adapt and develop the ability to create omnichannel strategies that balance all these factors”, concludes Eduardo.