On March 15th, consumer rights are celebrated on a special date, which has also become an opportunity to boost retail sales. For Consumer Day, companies promote large campaigns and promotions. And the strategy has been successful: in 2025, during this period, there was a recorded increase in visits to retail websites (+36%) and in sales (+21%), compared to February of the same year, according to data from Criteo, a global platform that connects the retail ecosystem.
To ensure that Consumer Day is also a sales success in 2026, Tiago Cardoso, general director of Criteo for Latin America, suggests three main strategies for advertisers to plan for:
Artificial intelligence to influence purchasing decisions
“As AI becomes part of how consumers research, compare, and evaluate products, brands need to ensure they are positioned to appear in these environments. Discovery is shifting from traditional search to conversational recommendations, which means having structured product data, strong retail partnerships, and the commerce media in place. During peak times, such as Consumer Day, visibility within AI-driven journeys can directly influence conversion,” says Tiago Cardoso.
Why is it important?
Artificial intelligence is shaping the end-to-end shopping journey. More than half of global consumers (56%) expect to use AI to help with their purchasing decisions throughout the year, according to the latest edition of the Consumer Sentiment Index (CSI), conducted by Criteo.
Research shows that AI is primarily used for product research and price comparison: 50% of consumers use AI tools to compare options and brands, while 39% use it to find the best prices or discounts, highlighting how this technology already directly impacts the purchasing journey.
One emerging aspect of this evolution is so-called agentic commerce, that is, shopping experiences in which AI assistants converse with the consumer to recommend products, reducing friction and transforming discovery. Even with a transition from keyword searches to conversational interactions, retailers and brands remain at the center of transactions, as they hold the essential data (such as real-time inventory, preferences, and purchase history) that allow them to offer reliable and personalized recommendations.
Consistent and seamless experience across multiple channels
“Consumers don’t buy through specific channels. They move fluidly between them, especially during high-intent moments like Consumer Day. The brands that win are those that can consistently recognize and engage shoppers in both indoor and outdoor environments. Connecting data and media activation reduces fragmentation, reinforces relevance, and ensures that demand isn’t lost across touchpoints,” the executive emphasizes.
Why is this important?
Today's consumers naturally move between physical and digital channels, as well as across multiple devices, before completing a purchase, especially on promotional dates like Consumer Day. An integrated omnichannel strategy is no longer a competitive advantage; it's now a basic expectation. During high-traffic promotional periods, any disconnect between channels can disrupt the purchase journey and drive consumers to competitors.
When omnichannel strategies are well integrated, brands can recognize the consumer at different touchpoints, adjust messages according to the context, and reinforce offers in a complementary way. This allows for the creation of more fluid, relevant, and personalized experiences that keep pace with the consumer's browsing rhythm and increase the likelihood of conversion, even when the purchase decision is not immediate.
The consumer is impacted at all stages of the sales funnel
“Adopting a full-funnel strategy allows you to impact the consumer from discovery to conversion, using intent and behavioral data to activate qualified audiences at each stage of the journey. By connecting awareness , consideration, and performance, brands increase relevance, media efficiency, and return on investment, especially during highly competitive periods such as Consumer Day,” says Tiago Cardoso, general manager of Criteo for Latin America.
Why is it important?
The path to conversion is becoming increasingly less linear. According to the Consumer Sentiment Index (CSI), globally, 41% of consumers say they discover new brands and products through online advertisements for items they would like to buy, reinforcing the role of digital media in the initial stages of the funnel.
This complexity is also reflected in research and purchasing behavior: 34% of consumers research online before buying in physical stores, while another 29% do the opposite, researching in-store and finalizing the purchase in the digital environment. This data reinforces that consumers alternate between channels and stages of the funnel before making a final decision, requiring strategies that keep pace with this movement.
“Brands that can combine artificial intelligence, multichannel strategies, and a full-funnel approach will be ahead this Consumer Day, offering more relevant and personalized experiences, impacting consumers at the right time, and increasing the efficiency of their media investment,” says Tiago Cardoso.
