The end of the year, without a doubt, it is the most anticipated time of commerce. After all, from a financial point of view, customers have greater purchasing power to make purchases, already from the emotional aspect, the sequence of commemorative dates awakens the desire to gift friends and family. In the face of a promising period for merchants, it becomes essential to align strategies and, mainly, enhance the use of sales channels
In recent years, being present where the customer is has become a challenge. With the change in consumer habits and behaviors, personalizing service has ceased to be a differential and has become a necessity. Understanding the audience's preferences, from the type of product to the purchase channel, it is essential to ensure greater reach and proximity
It is important to remember that every touchpoint can become a sales channel. Whether in the digital or physical environment, the strategies must transform service into sales and provide the best experience for the customer. Below, I highlight three channels that are trending and can boost sales
#1 E-commerce:with the increase in online shopping after the pandemic, e-commerce has become the preferred channel for many consumers. In 2023, this market in Brazil generated R$ 185,7 billion, according to data from Abcomm (Brazilian Association of Electronic Commerce). This channel is not only an excellent sales option, but also a tool to map the customer journey and attract new partners
#2 Live commerce: this approach consists of sales broadcast live over the internet, and is gaining strength in the market. The Shopee platform, for example, records an increase of up to five times in sales on days when it holds live streams. This format allows for greater connection with the audience and reaches potential customers directly in the place where they are already present and engaged
#3 Bots: these continue to be a strategic channel for sales conversion. They provide fast and accurate service, answering questions and guiding the customer during navigation. Used correctly, help improve the shopping experience without being intrusive, providing real-time support to the consumer
Although there are several sales channels available, its effectiveness will depend on the strategy associated with the use of each one. Current consumers expect personalized and humanized service, if their expectations are not met, they are looking for other options
Therefore, before adopting any channel, it is essential for merchants to check if it aligns with the customer's profile and preferences. This can be carried out from mapping habits to identifying access patterns, whose information allows offering the right products at the right time and place. AND, even though this approach requires integration and alignment of the areas with the sales channels, today, artificial intelligence tools, for example, facilitate the execution of these strategies, both online and offline
In this scenario, counting on 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 fits the business profile, maximizing results
More than Black Friday or other commemorative dates, trade is active all year round. Meanwhile, what determines performance in each period is how well aligned the sales strategy is with the chosen channels. The trend is that the audience will continue to expand their preferences, and it is up to the brands to keep up with this evolution. After all, they win not only those who sell more in a specific period, but those who know how to sustain and enhance their performance throughout the entire year
