Zenvia, a technology company that offers complete AI solutions for customer experience, lists the five mistakes that most discourage customers from shopping during seasonal periods, such as March, which is celebrated as Consumer Month.
1. Saturate the consumer with promotional messages
Sending excessive notifications via email or WhatsApp creates a feeling of intrusion. According to a Deloitte report, in addition to the 28% who block the sender, another 28% unsubscribe from the company's database, 22% reassess their relationship with the brand, and 20% change their privacy settings. Volume is not reach; most of the time, it's the fastest way to lose contact.
2. Treat the conversational environment as an email marketing channel
Applying mass messaging logic to channels like WhatsApp is a strategic mistake. In these environments, the central metric is trust, not clicks. Sending offers without evaluating the context destroys the channel's unique selling proposition. Conversational communication requires listening instead of canned responses and relevance instead of frequency.
3. Ignoring the right moment and strategic silence
The most sophisticated use of data and artificial intelligence is knowing when not to interact. Strategic silence, which is the conscious decision to pause sending at inopportune moments, protects customer lifetime value (LTV) more efficiently than high-repetition campaigns. Brands that respect this limit are seen as helpful; others, as intrusive.
4. Offering slow or automated service without context
During peak demand periods, generic automated responses convey indifference and harm the customer experience. Operating with agility and context on the customer's preferred channel is fundamental for retention. In this context, the Zenvia Panorama study: What Makes Companies Sell More by Putting the Customer at the Center, conducted by Zenvia in partnership with Opinion Box, found that 65% of Brazilian companies say WhatsApp is the channel that generates the most conversions, and 88% use the app in their sales strategies.
5. Promoting without transparency and ignoring after-sales service
Hidden conditions, insufficient stock, and the use of data without clear consent generate frustration and risks for the brand. As consumers become more informed about their rights, failing to be transparent and follow up after the purchase erodes trust, making it difficult to recover reputation after a poorly executed seasonal event.
“The next leap will come from the ability to integrate interactions with artificial intelligence and corporate systems. Only then will it be possible to transform dialogues into fluid transactions and scalable business intelligence,” summarizes Gilsinei Hansen, VP of Marketing, Business and Technology at Zenvia.
