With the new year approaching, the cycle of commemorative dates that drive the monthly flow of consumers in retail also begins. 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 taken advantage of by all types of commerce and this is where the need for good planning comes in. That is what Roberto James claims, master in psychology and retail specialist: "That's where the creativity and knowledge of the commercial manager come in, not only from the clientele, but also of the business in which it operates
For the specialist, the ideal is that an annual planning is done, contemplating the main events month by month. In this way, explain, retailers can have a comprehensive view of periods with higher and lower 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, what expands the negotiation margins. The retailer still has a card up its sleeve, what is being able to make promotions to clear stock in cases of sales below expectations. 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 projections, concludes
Even in times of high customer traffic, 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 up on a very high quantity of themed items that are dated because, after that period, will become rubble. The ideal is that there is never a shortage of product and, if there is any left, that it be a minimum quantity to be sold in post-holiday promotions, advises Roberto
Another tip that the expert gives is for, whenever possible, the point of sale should be decorated according to the festive date in question. Such environments attract more customers, but it is important to be careful. For example, carnival songs, in very high volumes, will have the opposite effect to what is expected, because they can give an idea of turmoil and confusion. Already businesses aimed at the children's audience, they can use and abuse actors dressed as characters of the moment. "The important thing is to have common sense and moderation"
Regarding e-commerce sales, Roberto emphasizes the importance of preparing for crisis management. "Sites that crash due to the number of accesses and customer service issues break trust and increase the feeling of helplessness for those shopping online". See your website as if it were a store and treat the customer in a way that they do not regret doing business with you, закінчує
