With 2025 in full swing, many retailers are starting to prepare now for the upcoming holidays of the semester, such as Carnival, Easter, Mother's Day, and Valentine's Day. Adopting specific strategies and practices for each of these milestones will help merchants boost sales and strengthen customer relationships.
For William Santos, commercial director of VarejOnline — a company specializing in technology for managing stores, franchises, and points of sale (POS) — it's not too early to think about the entire semester. “This is the perfect time to intensify preparations; therefore, it's important to pay attention to planning, ensure a presence across various channels, maintain efficient inventory management, and above all, focus on the customer experience, which is the true differentiator,” he emphasizes.
One of the first steps to successful management is, in fact, advance planning. By identifying the key dates in the segment, retailers can create a detailed calendar, necessary for organizing everything from advertising campaigns to inventory management, avoiding unforeseen problems during the celebrations.
And when it comes to inventory, analyzing sales history and consumption trends helps predict demand more accurately, avoiding both product shortages and excess stock, which can result in losses. Diversifying the portfolio also helps cater to different customer profiles, increasing the chances of conversion.
William also highlights the importance of a multichannel approach, integrating physical stores, e-commerce, and social media, offering customers the freedom to choose where and how to buy. "Furthermore, fast and accessible channels, such as WhatsApp Business and chatbots, enhance the experience and speed of service, which is essential during periods of high demand," he adds.
Another point is that, while discounts are always attractive during seasonal periods, innovating in promotions can make the brand stand out. Offering combos, cashback, exclusive raffles, or personalized gifts for purchases within certain value ranges are effective ways to attract attention and boost sales.
Finally, for William, after-sales service is the secret to transforming occasional buyers into loyal customers. "Attentive service after the purchase, combined with loyalty programs such as discount coupons for future purchases, extends the impact of seasonal campaigns and strengthens the bond with consumers throughout the rest of the year," he concludes.
