Mother's Month and the new retail dynamic: how conversational commerce is transforming Brazil's second largest trade date

In Brazil, Mother's Day is not just a family celebration ''IT is the second largest retail event, moving billions across the country. And now, this date extends beyond the second Sunday in May: throughout the month, brands intensify campaigns, promotions and engagement strategies to capture the attention of consumers in search of the ideal gift and enjoy the engagement of the date.

In this scenario, conversational commerce 'driven by artificial intelligence and messaging platforms 'has gained prominence. This approach is reshaping the buying journey, making interactions more personalized, fast and effective. For retailers and technology companies, Mother's Month has become a showcase to consolidate digital strategies centered on the consumer experience.It is the moment of a change in the relationship between brands and customers 'which now connect not only by the affection involved in the date, but also by the convenience and relevance brought by the new digital tools.

Mother's Day moves Brazilian retail intensely throughout May, consolidating itself as the second most important date in the sector, behind only Christmas. In 2024, e-commerce reached a record of R$8.48 billion in sales, surpassing the R$7.68 billion in 2023. Through an increasingly digital journey, 72% of consumers use their mobile phone to compare prices and research products in physical stores, reinforcing the rise of omnichannel and conversational commerce. The average purchase ticket around R10, perfumery and fashion experiences15T.

That is, with the growth of digital consumption and the search for convenience, Mother's Month has become a strategic moment for retailers who want to combine efficiency with emotional connection (FUND elements to meet the expectations of the modern consumer.The fashion retailer Reserva is one of the main examples of using, from chatbot to integrated checkout via messaging app, fluid and customer-centric experiences.The company stands out as an example of innovation in the use of artificial intelligence (AI) in retail, especially during Mother's Month. The brand has implemented an AI-based virtual assistant, with the aim of solving a common challenge for many consumers: the choice of the perfect gift.

The conversational solution allowed customers, through text or voice, to describe the style, preferences and age group of mothers. AI, in turn, provided personalized product suggestions, available 24 hours a day, 7 days a week.

The implementation of abandoned cart alerts led the Reserve to achieve an ROI of up to 46 times, highlighting the effectiveness of personalized marketing strategies. WhatsApp campaigns have achieved click-through rates of 40% and open rates of 60%, a significant increase when compared to email marketing and SMS. Overall, the brand has achieved a 7-fold ROI on online sales, reflecting the positive impact of AI-based strategies and conversational commerce.

“O that makes conversational AI particularly effective in the context of Mother's Day in Brazil is alignment with the relationship-centric business approach (a feature deeply rooted in Brazilian culture. Consumers in the country traditionally value personal connection with retailers and sellers, something that traditional e-commerce has difficulty replicating”, says Bruno Montoro, Head of Business for Latin America at Gupshup.

Bruno also states that, specifically for Mother's Day, conversational AI not only recognizes the emotional value of that date, but also helps reduce consumer decision fatigue. “Customizing gift suggestions, taking into account regional and cultural preferences, is a great advantage, allowing each purchase to feel unique and special, without losing the efficiency of a digital” process, he says. 

He adds that as consumer expectations continue to rise, the brands that will thrive will be those that use conversational platforms not only as sales channels but as strategic relationship tools.“They are essential to honoring the cultural meaning of motherhood, creating shopping experiences that go beyond the transaction and build a lasting emotional connection with the” customer.