The end of the year is undoubtedly the most anticipated time for commerce. After all, from a financial point of view, customers have greater purchasing power to make purchases, while from an emotional perspective, the sequence of holidays awakens the desire to give gifts to friends and family. Given this promising period for retailers, it becomes essential to align strategies and, above all, maximize the use of sales channels.
In recent years, being present where the customer is has become a challenge. With changing consumer habits and behaviors, personalizing service has gone from being a differentiator to a necessity. Understanding customer preferences, from product type to purchase channel, is essential to ensure greater reach and closer relationships.
It's important to remember that every point of contact can become a sales channel. Whether in the digital or physical environment, strategies should transform customer service into sales and provide the best possible customer experience. Below, I highlight three channels that are trending and capable of boosting sales:
#1 E-commerce: With the increase in online shopping post-pandemic, e-commerce has become the preferred channel for many consumers. In 2023, this market in Brazil generated R$ 185.7 billion in revenue, according to data from Abcomm (Brazilian Association of Electronic Commerce). This channel is not only an excellent sales option, but also a tool for mapping the customer journey and attracting new partners.
#2 Live commerce: This approach consists of sales broadcast live over the internet and is gaining traction in the market. The Shopee platform, for example, registers an increase of up to five times in sales on days when it holds live events. This format allows for greater connection with the audience and reaches potential customers directly where they are already present and engaged.
#3 Bots: These remain a strategic channel for sales conversion. They provide quick and accurate service, answering questions and guiding the customer during navigation. When used correctly, they help improve the shopping experience without being intrusive, offering real-time support to the consumer.
Although various sales channels are available, their effectiveness will depend on the strategy associated with the use of each one. Today's consumers expect personalized and humanized service; if their expectations are not met, they seek other options.
Therefore, before adopting any channel, it is crucial that merchants verify whether it aligns with the customer's profile and preferences. This can be done by mapping habits and identifying access patterns, information that allows them to offer the right products at the right time and place. And, even though this approach requires integration and alignment of areas with sales channels, today, Artificial Intelligence tools, for example, facilitate the execution of these strategies, both online and offline.
In this scenario, having the support of a specialized company can make all the difference. The presence of qualified professionals helps in identifying opportunities and choosing the channel that best suits the business profile, maximizing results.
More than Black Friday or other holidays, commerce is active year-round. However, what determines performance in each period is how well the sales strategy is aligned with the chosen channels. The trend is for the public to continue expanding its preferences, and it is up to brands to keep up with this evolution. After all, winners are not only those who sell the most in a specific period, but those who know how to sustain and expand their performance throughout the entire year.
