A few days before Mother's Day, celebrated on 11 May, Brazilian retail demonstrates confidence in the results: according to a survey conducted by Rcell with support from ASUS, 85,7% of retailers expect to generate over R$ 1 million in revenue during the period. Still according to the research, 91,7% of retailers already adopt advance planning as a competitive advantage — 50% start their strategies up to two months in advance, while 41,7% start up to a month earlier. Despite the optimism, the impressive performance is not guaranteed solely by timing. For Lucien Newton, vice-president of the consulting vertical of the 300 Franchising Ecosystem, more important than anticipating promotional actions is structuring a journey that connects purpose, data and value delivery. These periods should not be seen only as sales peaks, como pontos críticos de ativação do relacionamento com o consumidor. To maximize revenue potential, a plan that unites market intelligence, audience segmentation, integration of channels and consistency in value delivery, affirms
In practice, this movement is already adopted by networks such as Kapeh Cosmetics and Specialty Coffees, que combina loja de cosméticos e cafeteria no mesmo espaço, betting on the union of well-being and sensory experiences. Mother's Day has a very strong emotional appeal, therefore, we work to deliver products that delight from the first contact, explain Vanessa Vilela, CEO of the brand. The network invests in exclusive kits with thematic and sensory curation, many of them with the added benefit of green coffee in the composition. They are items aimed at self-care, including vegetable soaps, moisturising creams, shampoos, masks capillaires et autres produits destinés à la routine de soins de la peau et des cheveux. As opções atendem a diferentes orçamentos, with prices starting from R$ 59,00 intermediate versions between R$ 150,00 and R$ 200,00 and most comprehensive editions reaching R$ 400,00
We focus our strategy on an active presence on social media to create a connection with the end consumer, creating content that highlights the value of family bonds, affirms Vanessa. Kapeh expects a growth of up to 50% in sales compared to a normal period and up to 20% more when compared to last year's Mother's Day performance
For Lucien, redes que tratam essas datas com visão estratégica colhem frutos que vão além do resultado imediato. It is necessary to deeply understand consumer behavior data, anticipate demands and design campaigns that deliver memorable experiences and align with the brand's DNA. The journey must be smooth, personalised and multichannel — from discovery to after-sales — focusing entirely on convenience and engagement. When this happens, the impact is reflected not only in sales, but in customer retention and increasing the average ticket in the medium and long term, afirma Lucien
