Customer Day: date still little explored can become strategic ally of retail

Created in the 2000s, Customer Day has gradually gained ground in the Brazilian retail activation calendar. Unlike more established promotional periods like Black Friday or Mother's Day, the date, celebrated on September 15th, still lacks a standard campaign pattern, which opens the door to more targeted strategies focused on customer relationships.

For Harmo, a leading technology company in Google Business Profile management in Brazil, the event's potential for activation lies precisely in its flexibility. Without being tied to a specific segment, it offers opportunities for personalized actions and campaigns to enhance the current consumer base. According to Santiago Edo, CEO and co-founder of Harmo, companies that successfully transform customer recognition into concrete digital reputation initiatives come out ahead. "Campaigns that encourage reviews on Google, for example, have a direct impact on visibility and conversion in local searches, especially in physical stores, where traffic increasingly depends on online behavior," he explains.

In this context, Customer Day can be seen as a "bridge" between acquisition initiatives and retention strategies. According to the Local Decision 2025 study, conducted by Harmo in partnership with Reclame Aqui, 961% of consumers read Google reviews before choosing a physical store, a fact that reinforces the role of digital reputation as a decisive factor in the purchasing journey, especially on dates with high potential for local activation. "Today's customers aren't guided solely by price or store displays: they consult, compare, and choose based on the experience of other consumers. Turning feedback into a strategy is one of the most efficient ways to generate ongoing value," says Santiago.

Emotional connection and efficiency: the role of digital design

In e-commerce, design plays an important role in companies' strategies for building the shopping experience. According to research by Red Website Design, 941% of consumers leave pages with poor design, which reinforces the importance of fluid navigation, clean layouts, and well-distributed information. According to Walisson Feijo Santana, head of design at Atomsix, a global design and technology studio, design acts as a link between brand identity and the consumer's emotional state, directly influencing decision-making. On occasions like Customer Day, a responsive, organized, and intuitive website can be decisive in closing a purchase.
 

"Beyond usability, the visual presentation of products also impacts results. Images that contextualize use, simulations, and elements that evoke the emotional world of the day help establish immediate connections," explains Walisson. Therefore, anticipating campaigns, capturing leads, and maintaining consistency between visual identity and brand positioning are actions that transform digital channels into performance showcases, especially during periods of high demand and competition.
 

Data is not yet so popular, but planning can make a difference

For Bernardo Rachadel, Retail Business Unit Director and CTO at Zucchetti Brasil—an Italian multinational specializing in management systems that serves over 120,000 companies in Brazil—one of the key actions to harness the potential of Customer Day is planning. "Improvised campaigns or benefits that can't be delivered end up damaging the brand's image. The date should be conceived as a moment to value the consumer, with consistent and well-structured actions," he advises.

In this scenario, technology plays a central role in supporting retail strategies. CRM tools, marketing automation, and integrated management systems (ERP) allow you to organize data, personalize communications, and accurately measure results. "Even simple resources, like messaging apps, can become powerful allies in strengthening customer relationships, as long as they are used strategically," adds Rachadel.

However, the executive emphasizes that the greatest value lies in loyalty, not just sales. While dates like Mother's Day or Black Friday are usually driven by sales volume, this celebration is essentially about relationships. "Companies that understand this can not only sell more, but also build a more loyal customer base. September 15th is an opportunity to plant seeds of engagement that bear fruit throughout the year," concludes Rachadel.

Customer Day is an opportunity to increase online sales

For small entrepreneurs and independent professionals, Customer Day is an opportunity to boost sales and strengthen ties with their online customer base. According to Ricardo Melo, VP of Growth & Product at HostGator LatAm, investing in proprietary channels, such as sales pages, blogs, or online stores, helps create consistent touchpoints that don't rely solely on social media. In addition to building credibility, these channels allow for personalized campaigns, such as exclusive discounts for repeat customers or the promotion of new products with more engaging storytelling.

With the support of affordable digital solutions, entrepreneurs can transform the date into a milestone for relationships and visibility. Artificial intelligence-based website creation and digital marketing tools, such as those offered by HostGator, allow you to develop themed pages in just a few clicks and launch targeted campaigns. This makes Customer Day a strategic moment to build loyalty and expand your customer base.

Ricardo Melo further emphasizes that relying solely on social media, without having their own channels, is a risk that can compromise the operations of small businesses. "When entrepreneurs rely on third-party platforms, they're subject to algorithm changes, reach restrictions, and even account bans. With their own channels, such as sales pages and professional emails, it's possible to ensure direct and personalized communication. Today, with our digital presence and marketing solutions based on AI agents, entrepreneurs have the autonomy and freedom to own their own online channels," he states.

Focus on customer relationship actions enhances results

For Vinicius Teixeira, Growth Director at Quality Digital, a Brazilian technology company with 36 years of experience, one of the key actions to harness the potential of Customer Day is relationship-focused planning. "Improvised campaigns or empty promotions end up damaging the connection with the consumer. The date should be thought of as a moment of genuine customer appreciation, with consistent and well-structured actions," he advises.
 

In this scenario, technology plays a central role in supporting e-commerce relationship strategies. CRM tools, marketing automation, and digital experience platforms allow you to personalize communications, create unique journeys, and accurately measure engagement. "Features like personalized landing pages and audience segmentation can become powerful allies in strengthening customer relationships, as long as they are used strategically to add real value," adds Teixeira.

However, the executive emphasizes that the greatest value lies in building lasting bonds, not just a one-off increase in sales. While dates like Black Friday are typically driven by transaction volume, Customer Day is essentially about strengthening relationships. "Companies that understand this can sell more and, most importantly, consolidate a more loyal and engaged customer base. September 15th is an opportunity to plant seeds of connection that bear fruit throughout the year," concludes Teixeira.