With 2025 right around the corner, many retailers are already gearing up for the upcoming semester’s festive dates, 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 store, franchise, and point of sale (POS) management — it is not too early to start thinking about the entire semester. “This is the exact moment to intensify preparations; therefore, it is important to be attentive to planning, ensure presence across various channels, maintain efficient inventory management, and above all, focus on the consumer experience, which is the true differential,” he emphasizes.
One of the initial steps towards successful management is indeed advanced planning. By identifying the main dates within the sector, retailers can create a detailed calendar necessary for organizing everything from advertising campaigns to stock management, avoiding surprises during the celebrations.
And when it comes to inventory, analyzing sales history and consumption trends helps predict demand more accurately, avoiding both product shortages and excesses that could lead to losses. Diversifying the portfolio also assists in catering to different customer profiles, increasing conversion chances.
William also highlights the importance of a multichannel approach, integrating physical stores, e-commerce, and social media, providing customers the freedom to choose where and how to make purchases. “Furthermore, quick and accessible channels, like WhatsApp Business and chatbots, enhance the experience and speed of service, essential during peak demand periods,” he adds.
Another point is that, although discounts are always attractive during seasonal dates, innovating in actions can highlight the brand. Offering combos, cashback, exclusive draws, or personalized gifts for purchases in 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. “Attentive post-purchase service, combined with loyalty actions, such as discount coupons for future purchases, extends the impact of seasonal campaigns and strengthens the bond with consumers throughout the rest of the year,” he concludes.
