CEO of Loja Integrada presents 4 strategies to keep sales warm in 2025

In addition to leveraging sales with attractive offers, Black Friday and Cyber Monday represented a strategic opportunity for retailers to reevaluate their operations, analyze campaign results and plan for the year-end sales and offers of the next year. For the Integrated Store, a reference in automation and data intelligence for e-commerce, the dynamism of e-commerce requires a continuous investment in intelligent solutions for the efficiency of the operation.

“O year-end is the ideal time to reevaluate suppliers, adjust business conditions and implement strategies that ensure higher margins and greater competitiveness in the” market, says Victor Popper, CEO of Loja Integrada.

In 2024, Black Friday moved R$ 4.27 billion in online sales only on Friday, a growth of 8.4% compared to the previous year, according to data from Neotrust Confi. With the rise of digital consumption, retailers have at their disposal valuable data on the profiles of their consumers, which can be used to create personalized and lasting actions.“strategies such as progressive discounts, personalized messages, recovery of abandoned carts and special conditions help strengthen the customer base and maintain the constant flow of sales in e-commerce, Victor points out.

Here are four strategies that can help keep sales warm next year, according to Loja Integrada:

1. Adoption of progressive discounts

Progressive discounts stand out as a powerful tool to increase average ticket and engage customers. This strategy encourages the consumer to buy more to get proportional benefits, such as higher discounts or special conditions.

Example: 5% for purchases above R$ 100, 10% above R$ 200 and 15% above R$ 300 ActiveCampaign, Progressive discounting can increase average value per order (AOV) by up to 50% when compared to orders without incentives. In addition to boosting billing, this approach is ideal for moving remaining stocks of the year and offering a rewarding shopping experience. 

2. Customized messages with consumption behavior

Custom messaging tools allow you to send emails or messages via WhatsApp based on shopping and browsing behavior, increasing the potential for conversion by the established link.Exclusive offers, such as free shipping or special discounts for those who bought during Black Friday, are ways to invite the consumer to come back and explore new products. 

3. Recovery of abandoned carts

Black Friday highlighted one of the main challenges of e-commerce: abandoned carts. In 2024, a survey by the Baymard Institute pointed out that the global average cart abandonment rate reaches 70%. To address this problem, the Integrated Store offers a recovery functionality that goes beyond automatic reminders to finalize unfinished purchases, also reaching customers who have shown interest in products, even without adding them to the cart. In 2024, this tool helped retailers recover more than R$ 30 million in sales.

4. Special conditions for loyal customers

Exclusive promotions do not have to be limited to seasonality. To maintain engagement, merchants can offer advantages for recurring purchases or loyalty programs, such as automating points per purchase for the exchange for rewards. Communication can also be customized for this segment of customers to maintain a recurring contact, gifting with happy birthday benefits, store evaluation, referral of friends and among other occasions.

“With automation, retailers optimize operational tasks and focus on strategies that increase engagement. Data allows more assertive decisions, from choosing promotions to segmenting campaigns. This combination is the differential to boost sales and retain customers in a sustainable way”, concludes Victor Popper.