StartNewsTipsEstratégias de planejamento para varejistas: como se preparar para os desafios de...
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Estratégias de planejamento para varejistas: como se preparar para os desafios de 2025

E-Commerce Update
By E-Commerce Update

O segredo para impulsionar o faturamento da sua empresa está no planejamento antecipado para o novo ano que está por começar. Isto porque datas comemorativas como Dia das Mães, Black Friday e Natal representam oportunidades valiosas para alavancar as vendas, tanto no ambiente físico quanto no digital. E, em um 2025 que será marcado por muitos feriados prolongados, lojas de shoppings e e-commerces se consolidam como alternativas essenciais para garantir a lucratividade. Até porque em 2023, o comércio eletrônico no Brasil movimentou R$ 196,1 bilhões segundo o Observatório do Comércio Eletrônico Nacional, do Ministério do Desenvolvimento, Indústria, Comércio e Serviços (MDIC), já os  shopping centers alcançaram R$ 194,7 bilhões conforme divulgou a Abrasce (Associação Brasileira de Shopping Centers). O setor segue uma trajetória de crescimento desde 2016, mantendo-se como uma opção sólida e promissora.

“Se planejar com antecedência permite o melhor alinhamento entre organização e execução. Além disso, desenvolver campanhas relevantes e conexão emocional, e alinhá-las em todos os canais de vendas, sejam físicas ou digitais, é imprescindível para resultados promissores. Aqui seguimos um cronograma pensado com meses de antecedência, com isso, esperamos um aumento de 10% no Carnaval, o primeiro momento festivo e de alta lucratividade de 2025, onde as pessoas buscam por maquiagens para suas fantasias e cuidados com a pele devido a exposição ao sol”, explica Cândido Espinheira, CEO da Yes! Cosmetics, rede vegana de cosméticos.

Um calendário planejado deve conter um investimento contínuo em treinamentos para garantir que as operações possam entregar a melhor experiência a cada cliente de acordo com o perfil e necessidades de cada um. 

“Na Yes! Cosmetics  a estratégia de preparação começa com, pelo menos, seis meses de antecedência. Planejamos novidades com foco em lançamentos e na reformulação de parte do portfólio, sempre pensando em aprimorar a qualidade das fórmulas e das embalagens dos itens. Com isso, ao longo de 2024, tivemos mais de 30 lançamentos realizados estrategicamente nos meses de abril, maio, junho, julho, setembro, novembro e dezembro. As divulgações de cada novidade são com 10 a 15 dias antes da data oficial para criar criar expectativa, engajar o público e preparar os canais de venda”, conta Espinheira. 

De olho nas tendências 

Já para o próximo ano, a demanda por produtos sustentáveis e de qualidade deve continuar como uma das principais prioridades dos consumidores. O mercado de cosméticos naturais e veganos continua em franco crescimento, com previsão de ultrapassar US$ 21 bilhões até 2027, segundo a MarketGlass. “Este setor exige estratégias cada vez mais focadas em inovação, além de uma conexão profunda com os desejos e valores dos consumidores, que buscam não apenas eficácia, mas também responsabilidade ambiental e social nas marcas que escolhem”, comenta o empresário.

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E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.
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Getnet reveals that Customer Week drives online sales with a 13.94% increase The Customer Week campaign, which took place between September 5th and 11th, resulted in a 13.94% increase in online sales compared to the previous week, according to data from Getnet, a payment solutions company. The period, which is traditionally marked by promotions and discounts, attracted more consumers to make purchases on the internet. The increase in sales was observed across all regions of the country, with the highest growth in the Southeast (20.3%) and the lowest in the North (5.1%). "Customer Week is an important date for e-commerce, as it encourages consumers to make purchases and helps businesses increase their sales," says Marcelo Labuto, CEO of Getnet. "This year, we saw a significant increase in online sales, which shows that the campaign was successful in attracting consumers." The data also shows that the average ticket for online purchases increased by 5.3% compared to the previous week. This indicates that consumers are not only buying more, but also spending more on each purchase. Getnet also observed an increase in the use of credit cards for online purchases. The use of credit cards increased by 10.2% compared to the previous week, while the use of debit cards decreased by 2.1%. "The increase in the use of credit cards may be related to the promotions offered during Customer Week," says Labuto. "Many consumers prefer to use credit cards to take advantage of the discounts and promotions offered by stores." In summary, Customer Week was a successful period for e-commerce, with a significant increase in online sales and an increase in the use of credit cards for purchases. The data from Getnet shows that the campaign was effective in attracting consumers and encouraging them to make purchases on the internet.

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