With 2025 in full swing, many retailers are already starting to prepare for the upcoming holidays of the semester, such as Carnival, Easter, Mother's Day, and Valentine's Day. Adopting specific strategies and practices for each of these milestones will help merchants boost sales and strengthen customer relationships.
For William Santos, commercial director of VarejOnline — a company specialized in technology for managing stores, franchises, and point of sale (POS) — it's not too early to think about the entire semester. "This is the exact moment to intensify preparations; therefore, it is important to pay attention to planning, ensure presence across various channels, maintain efficient inventory management, and above all, focus on the customer experience, which is the true differentiator," he emphasizes.
One of the first steps to successful management is, in fact, advance planning. By identifying the key dates of the segment, retailers can create a detailed calendar necessary to organize everything from advertising campaigns to inventory management, avoiding unforeseen issues during celebrations.
And when it comes to stock, analyzing sales history and consumption trends helps to predict demand more accurately, avoiding both stock shortages and excesses, which can lead to losses. Diversifying the portfolio also helps in catering to different client profiles, increasing the chances of conversion.
William also emphasizes the importance of a multichannel approach, which integrates physical stores, e-commerce, and social media, offering the customer the freedom to choose where and how to shop. "Additionally, quick and accessible channels such as WhatsApp Business and chatbots enhance the experience and speed of service, which is essential during periods of high demand," he adds.
Another point is that, although discounts are always attractive during seasonal dates, innovating in actions can make the brand stand out. Offering combos, cashback, exclusive raffles, or personalized gifts for purchases within certain price ranges are effective ways to attract attention and boost sales.
Finally, for William, after-sales service is the secret to turning occasional buyers into loyal customers. "A attentive service after the purchase, combined with loyalty actions such as discount coupons for future acquisitions, extends the impact of seasonal campaigns and strengthens the bond with consumers throughout the rest of the year," he concludes.
