Year-end sales boost the cash registers of Brazilian retailers, and entrepreneurs from various sectors prepare for the date with the expectation of earning more. According to the Leading Sales Index of the Institute for Retail Development (IAV-IDV), the forecast is for a 7% increase in December, in comparison with the same month of the year 2023.
To contribute to the new perspective,Fabiano Cruz, CEO of the agency Alot,martech specialized in brand building and management with strategies aligned to AI,listed 5 main transformative practices in marketing to capture more customer attention and sell more during the end of the year. "It is a very timely moment to calibrate the campaigns", in a targeted manner and aligned with the target audience. That's why, everything must start with a good segmentation, points to the CEO. He details each step to achieve success. Check it out
- Advanced Customer Segmentation
The specialist states that it is necessary to deeply understand the different buyer profiles within the customer base to offer more accurate products and services. An effective technique is RFM analysis (Recency, Frequency, Monetary Value. Recency refers to the customer's last purchase, the frequency is when he makes purchases and the monetary value, how much is spent on average, points Fabiano.
- Be aware of future purchasing trends
Anticipating which products will be most searched is crucial for good results, and we achieve this by analyzing historical sales data to predict future demands. For example, a retailer notices an increased demand for home gym equipment. Upon learning of this, the company increases the stock of these products and creates specific promotional campaigns, meeting the growing demand and maximizing sales, illustrates Fabiano.
- Dynamic pricing optimization
Fabiano says that dynamic pricing is important and contributes to the increase in purchases. "By adjusting prices in real time based on consumption behavior, inventory and competition, the company has more sales and profits. Understanding this price elasticity and how changes affect the quantity sold allows for setting attractive prices for different products, analysis.
To exemplify, he explains that a hosting platform modifies hotel room prices according to the search. "During the months of December and January, the site may offer larger discounts on rooms with low occupancy", incentivizing bookings and increasing revenue, guarantee Fabiano.
- Smart inventory management
Managing inventory efficiently is essential to avoid excessive costs, and demand forecasting provides data and analysis to anticipate which products will have the highest search volume.
"It is interesting to make an ABC classification to categorize articles into: A (most important)" – items that represent the majority of sales value, B (intermediate importance) – products with moderate impact on sales and C (less important) – less influence on revenue. Thus we have a parameter for when to increase the stock, ensuring availability and avoiding their shortage. This improves customer satisfaction and directly affects the cash flow, suggests Fabiano.
- Analysis of your social networks
"Seeing what your customers are saying about your brand is an excellent thermometer and gives you valuable insights". This monitoring of social media and the assessment of whether the comments are positive, negatives or neutrals help to understand their perception. If an electronics company sees praise for a new feature of its smartphone on social media, you can highlight this differential in your campaigns. But if there are complaints about the battery, can offer discounts on accessories like portable chargers. Furthermore, proactively interact with customers, responding to comments and feedback, improves the brand image and allows for adjustments to strategies as needed, the specialist finishes.
