Challenges of e-commerce on Mother's Day: how to deal with new consumer behavior

Mother's Day is an affective date, as it is important in the strategic sales calendar. However, consumers have been demonstrating behavioral changes with preference in the search for the ideal gift in physical stores, thus valuing the experience at the time of purchase. 

According to a survey conducted by PiniOn, half of Brazilians (51,8%) intend to buy gifts on this date, in physical stores, 46,2% in small establishments and businesses. About 61,5% of those present are from the beauty area, also jewelry and jewelry.

This scenario challenges e-commerce to review the strategy in virtual stores, evaluating this period as an opportunity to qualify demand and naturally present greater results.“O e-commerce can compete with physical retail on dates such as Mother's Day, when it understands that it does not sell only product, it sells gesture, intention and experience. What enchants in the physical can be translated into online when the brand ceases to be just a sales channel and becomes a link channel, emphasizes Hygor Roque, director of Brand and Partnerships at UAPPI.

A recent study by PwC on consumer behavior indicates that social media is popular for brand discovery and reviews: 78% of Brazilians use these channels to meet new brands and 80% search reviews to validate a company before making a purchase. However, consumers question the security and reliability of media, classifying them as the least reliable industry.

Being the expected customer convenience, offline, the focus on digital is on being able to connect data sensitively, so that loyalty is beyond the click. “Use technology to surprise, adapt the buying journey, give options and control, bring clarity. Each touch point needs to show that the brand cares. Because the consumer does not remember who delivered fast, he remembers who made himself feel unique”, adds Hygor.