With the new year approaching, It also begins the cycle of commemorative dates that move the monthly flow of consumers in retail. Of January, marked by the return to school in schools, until December, with the typical festivities of the season, commerce finds ways to keep up with current trends to offer its customers
However, Not every commemorative date can be enjoyed by all kinds of commerce and here comes the need for good planning. This is what Roberto James claims, master in psychology and retail specialist: "That's where creativity and the knowledge of the commercial manager come in, Not just the clientele., but also of the business in which it operates
For the specialist, the ideal is that an annual planning is done, looking at the main events month by month. In this way, explain, retailers are able to have a comprehensive view of the periods with highest and lowest sales flows, preparing for them
Detailed and realistic planning brings various benefits not only for the retailer, since buying in advance from suppliers can provide cheaper prices to the final consumer, which broadens the margins of negotiation. The retailer still has a card up his sleeve., which is to be able to do promotions to burn inventory in cases of lower sales than expected. Those who understand their own market well can find attractions for customers in every month of the year. The wheel keeps turning even with sales below projected., concludes
Even at times of large customer flows, like Christmas or Mother's Day, The retailer needs to be organized so that the expectation of high profits does not turn into losses. It is good to avoid stocking the stock with a very high amount of thematic items and that they are dated because, after that period, They'll turn into rubble.. Ideally, there should never be a shortage of product and, if any, which is a minimum quantity to be sold in post-holiday promotions, advises Roberto
Another tip that the expert gives is that, whenever possible, the point of sale is decorated in accordance with the holiday in question;. Such environments attract more customers, But it's important to be careful.. For example, Carnival songs, in very high volumes, will have the opposite effect than expected, For they may pass an idea of tumult and confusion. Already shops aimed at children, They can use and abuse actors dressed as characters of the moment.. The important thing is to have common sense and restraint.
As regards sales via e-commerce, Roberto emphasizes the importance of preparing for crisis management. Sites that fall due to the amount of traffic and customer service break trust and increase the sense of helplessness of those who are shopping online. Think of your website as a store and treat the customer in a way that they don't regret doing business with you., finalizes
