Planning is the solution for the good use of seasonal dates in retail, says expert

With the new year approaching, the cycle of commemorative dates that move the monthly flow of consumers in retail also begins. From January, marked by the return to school until December, with the typical festivals of the season, commerce finds ways to be aware of the trends of the moment to offer its customers.

However, not every commemorative date can be used by all types of commerce and here comes the need for good planning. This is what Roberto James, master in psychology and retail specialist, says: “This is where the creativity and knowledge of the commercial manager comes in, not only from the clientele, but also from the business in which” operates.

For the specialist, the ideal is to make an annual planning, contemplating the main events month by month. In this way, he explains, retailers can have a comprehensive view of the periods with larger and smaller sales flows, preparing for them.

Detailed and realistic planning brings several benefits not only for the shopkeeper, since buying in advance from suppliers can provide cheaper prices to the final consumer, which increases the margins of negotiation. “O retailer also has a letter up its sleeve, which is to be able to make promotions for burning inventory in cases of sales below expectations. Who understands well the market itself can find attractive for customers in all months of the year. The wheel continues to turn even with sales below the projected”, concludes.

Even in times of large customer flows, such as Christmas or Mother's Day, the retailer needs to be organized so that the expectation for high profits does not turn into losses. “It is good to avoid supplying the stock with a very high amount of thematic items and that are dated because, after that period, they will become rubble. Ideally, there is never a lack of product and, if left, that is a minimum amount to be sold in promotions after the” festivities, advises Roberto.

Another tip that the expert gives is so that, whenever possible, the point of sale is decorated according to the festive date in question. Environments so attract more customers, but it is important to be careful.“For example, carnival songs, in very high volumes, will have the opposite effect to what is expected, as they can pass an idea of turmoil and confusion. Already trades aimed at children, can use and abuse costumed actors of characters of the moment. The important thing is to have good sense and restraint”.

With regard to sales via e-commerce, Roberto emphasizes the importance of preparing for crisis management.“Sites that fall due to the amount of access and customer service break trust and increase the feeling of helplessness on the part of those who are buying online.See your site as if it were a store and treat the customer so that he does not regret having done business with you”.