2023-04-26 20:07:42
Filled with feelings and with a special meaning, Mother’s Day is one of the most important milestones in the retail sector’s calendar. Last year alone, sales for the date grew 18.1% compared to the same period in 2021, according to the Cielo do Varejo Amplified Index. The survey also revealed that face-to-face sales rose 20% while e-commerce experienced a 5% increase.
Among the most searched for gifts categories on that date, the Mercado Ads survey, in partnership with the Ipsos consultancy, showed that fashion, clothing and footwear was the leader (51%), followed by beauty (44%) and cell phones/accessories (27 %). “This seasonal date is very important for the retail sector, bringing a high billing value. Therefore, it is essential that planning is done in advance to maximize the results in this great opportunity”, comments Alexander Clein, Commercial Director of Olist.
For this year, expectations are high – a survey by the National Confederation of Shopkeepers (CNDL) showed that 77% should buy a gift for the date. And not to miss this opportunity, retail specialists from Olist and Tiny gathered the main tips for shopkeepers to be prepared for the date. You can check it out below:
Invest in promotions
A requirement for the store to be successful in the campaign is to advertise offers that are really advantageous for customers. Promotions such as “bringing more than one item, you get a discount on the 2nd or 3rd” are an opportunity to attract customers and build their loyalty for other occasions throughout the year. Therefore, be very careful when setting product prices, seeking to be super competitive in strategic items. Other strategies that are very welcome for the date are special discounts for those who have already purchased at the store, sending gifts and free shipping, both of which can be applied to purchases above a certain amount.
Reinforce inventories and negotiate with suppliers
It is important to reinforce stock to ensure high demand, which is very common during this period. This avoids the risk of breakage and a bad customer experience. When negotiating with suppliers, it is possible to seek an assertive mix for the date and remember that by buying in a larger volume you can negotiate lower prices.
Keep the sales operation in order
Evaluating whether the business structure is prepared for the increase in demand that may come is essential, also taking into account the main steps that need to be managed are: invoicing, order picking, packaging, postage and logistics, so as not to delay the delivery of the product. product. Already in physical commerce, a seasonal showcase and organized stock are important to ensure good service and, in some cases, it may be necessary to hire temporary employees for the date.
Assemble product kits
Offering combos/kits with the most sought-after products on the date together with those with less output are a great opportunity to increase the average ticket, assessing whether prices are consistent with the competition. In promotional campaigns like this one, monitoring is essential so that they are closed within the proposed period or even earlier, in case the stock runs out due to demand. “What can help in this are the intelligent tools of some ERPs – which already fulfill this role – to make this routine more assertive”, comments Michel Davidovich, Director of Tiny.
Ensuring a good customer experience
More than boosting sales, the storekeeper’s goal should be to build customer loyalty and establish a long-term relationship with them. Having this vision is essential to ensure healthy business growth. In this context, offering an exceptional, personalized and agile service – that really captivates the consumer – can help in this mission. Creating a way to store consumer data in an organized way will also help maintain this relationship.
“With the increase in purchases in the digital environment and the ease of creating a store or working with marketplaces, competition between store owners is even more fierce. In this case, a golden tip is to look for tools and technologies that help maximize the positioning of products in sales channels. In addition to them, don’t forget to also take advantage of the potential of social networks to strengthen the relationship with customers, publicize the products even more and become a reference in its segment”, concludes Clein.
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