TheConsumer Monthis marked by great promotions and discounts, reflecting the competitiveness of retail and changes in buying behavior. In an increasingly digital and experience-centered market, companies need to go beyond low prices, betting on personalization, convenience and innovation to attract and retain customers
“Today's consumer is more demanding and expects much more than just good prices or products. He values brands that deliver convenience, personalization and a clear purpose. In this scenario, technology plays a fundamental role, making experiences more fluid, the fastest service and solutions more aligned with your needs. Companies that manage to combine technology and customer experience strategically will not only stand out on dates like Consumer Month, but they will also build a solid and lasting relationship throughout the year”, analysis Alexandre Della Volpe, Marketing Director of Rcell, one of the largest technology distributors in Brazil
Among the trends that are shaping not only Consumer Month, as well as important dates, like Mother's Day, Valentine's Day, Father's Day and even Black Friday, stand out:
- Phygital – integration of the physical with the digitalthe fusion between the physical and digital world is becoming stronger and stronger, with stores investing in immersive experiences, how augmented reality and virtual fitting rooms, to engage consumers
- AI shopping assistantsthe use of artificial intelligence in customer service has been growing every day. With that, hoje já é possível oferecer até mesmo recomendações personalizadas e suporte 24/7 via chatbots avançados e assistentes de voz
- Conscious and sustainable consumptiona large part of customers are keeping an eye on the good practices of companies. This consists of knowing if the brands are truly committed to sustainability, preferring ethically sourced products, eco-friendly packaging and ESG (Environmental, Social e Governança. In Portuguese – Environmental, Social and Governance) well established
- Live commerce and social shoppingdriven by the pandemic, today social media consolidates as major shopping channels. Various brands use strategies such as live broadcasts and influencers, with the aim of boosting their sales in an interactive way and bringing them even closer to their customers
“The phenomenon of live shopping on social media has already established itself as a powerful strategy to boost sales and engage consumers. One of the biggest examples of this success is that of influencers who have turned live broadcasts into true consumption events, moving millions of reais in a few hours. This direct and interactive connection creates a sense of urgency and closeness, making the shopping experience much more engaging. For the brands, investing in this format means not only selling more, but also strengthen the relationship with the audience in an authentic and effective way”, emphasizes Alexandre
- Experience-based loyalty programsthe traditional points and discounts, that were once very common, are being replaced by exclusive benefits, how to access early releases, events or VIP groups and product customization
- "Invisible" paymentscustomers are becoming increasingly practical and opting for faster and smoother payment methods, with the aim of making the shopping experience more convenient. Among them is biometrics, digital wallets and interest-free installment payments through fintechs
With an increasingly demanding and connected consumer, adapting to new trends is no longer an option, but another necessity for brands that want to remain relevant. Personalization, technological innovation and concern for sustainability are fundamental pillars for success in today's market. The companies that manage to combine convenience, experience and purpose will have a valuable competitive advantage, winning customer loyalty and driving your business in 2025 and beyond
