Check out 5 steps for retail to leverage your sales on Mother's Day

Celebrated on May 11, Mother's Day is one of the most important dates for Brazilian retail, behind only Christmas in sales volume. To take advantage of the commercial potential of this occasion, retailers need to be prepared with assertive strategies involving customer experience, creative promotions and digital presence. 

According to a survey conducted by the Locomotive Institute in partnership with QuestionPro, 8 out of 10 Brazilians plan to present on Mother's Day in 2025. The estimate is that about 133 million consumers move the market, strengthening sales in national retail, both in the physical and digital environment.

In this promising scenario, Raphael Lassance, partner and mentor of Sales Club, the largest sales community in Brazil, gathered 5 fundamental steps that retail must follow to leverage its sales on this Mother's Day.

1. Understand the behavior of your customerBefore you sell, you need to know. Use data from previous purchases, site behavior, and social media interactions to understand what your audience is looking for on this date.
2. Thematic campaigns and special promotionsCreating Mother's Day-specific campaigns with emotional appeal and targeted language helps connect the brand to the consumer. Offering promotions such as combos, progressive discounts, personalized gifts and kits can attract more customers and increase the average ticket.
3. Humanized shopping experienceTraining the team to offer a more consultative and empathetic service can convert more sales.In the online environment, well-programmed chatbots, personalized recommendations and navigation facilities are factors that positively impact the purchase decision.
4. Enhanced digital presenceInvesting in digital marketing is essential. Targeted ads, partnerships with influencers and content on social networks help boost traffic, engage the public and increase conversion. A well-structured e-commerce, with options for fast delivery or pick-up in store, is also a competitive differentiator.
5. Explore all channelsBeing omnichannel is a great differential. Being present in the physical store, e-commerce, social networks and WhatsApp, with consistent messaging and integration between channels, increases the reach and the chances of conversion.

By understanding the consumer profile, creating relevant experiences, strengthening presence in the right channels and offering convenience at all touchpoints, retail positions itself strategically to turn Mother's Day into an opportunity for growth, loyalty and connection with the” audience, says Raphael Lassance.