Consumer Day, celebrated on March 15th, is approaching, and online stores are already starting to prepare promotional campaigns to boost sales during this period. According to Felipe Rodrigues, CEO of Enviou – a platform specializing in marketing automation for e-commerce – good planning for the date, combined with the right tools, can lead to an increase in sales of up to 50%.
Haroldo Matsumoto, a specialist in management and marketing and director of Prosphera Educação Corporativa – a multidisciplinary consulting firm specializing in business management – can assist entrepreneurs and managers. He shares the same vision and affirms that retailers should work on creating consistent strategies and plans to overcome obstacles, sell more, and improve their revenue.
Among the aspects that cannot be overlooked in a special plan for the date, Rodrigues highlights that online store managers need to check inventory and ensure the availability of products on promotion. It's also essential to communicate with the logistics team to ensure maximum attention is paid to the picking and delivery of items. The CEO of Enviou also recommends that store teams be attentive to opportunities to attract and win over new customers, who will be drawn by the promotions. It's necessary to guarantee that these customers have positive and memorable experiences. To this end, in addition to ensuring that the online store doesn't go offline, it's also extremely important to have a customer service team prepared to answer questions and assist customers when making purchases. Finally, the Enviou expert recommends creating intelligent communication strategies.
The director of Prosphera Corporate Education, in turn, explains that it is helpful for managers to retrieve sales information from the same period last year to have a basis for defining the quantity and mix of products for this year. He also advises retailers on how products will be offered to customers. In his view, creativity can be very helpful at this time, and he states that it can be very interesting – in addition to running promotions on specific items – to create combos with complementary products, so that it makes sense for the consumer to buy all those items at once.
To enhance planning, Felipe Rodrigues, from Enviou, recommends the combined use of tools that strengthen marketing and sales strategies. According to the executive, a good email marketing platform and the delivery of personalized content through this channel can be excellent for driving customers to the online store. At the same time, tools that promote the recovery of abandoned shopping carts and detect browsing abandonment can be decisive in converting a sale that was practically lost. Another recommendation from the marketing and e-commerce expert is the personalized trigger tool, which allows the sending of fully customized content to the consumer to awaken the desire for a specific item.
Matsumoto also emphasizes the importance of having adequate communication for the date, with a store visual identity designed for the period, a trained team, and suggestive selling, that is, seeking to increase the average ticket by offering complementary products and price options that fit the budget. Another point highlighted by the expert is related to uniformity in all aspects: from visuals to customer service, in order to attract customers into the store and close sales. According to Matsumoto, marketing has to engage customers' emotions, knowing who will enter the store, what people are looking for, and how they feel. With a complete inventory and a team that knows what and how to give gifts, it becomes easier to delight and help in the purchase decision.
What do you think about developing a topic with guidance for entrepreneurs on how to sell more and better this Consumer Day? If you find it interesting, we can schedule a chat with Felipe Rodrigues, CEO of Enviou, and Haroldo Matsumoto, from Prosphera Educação Corporativa, for more tips.
