7 Lessons that Consumer Day teaches about buying behavior

Consumer Day (15/03) is one of the main thermometers of buying behavior, revealing trends, priorities and changes in the relationship between brands and consumers.For Surama Jurdi, CEO and founder of Surama Jurdi Academy, Global business education ecosystem, the period is a strategic laboratory for understanding how people decide, compare and invest their money. 

“A date goes far beyond the purchases themselves, revealing not only what is acquired, but also the reasons behind these choices. Showing how the consumer feels throughout the decision process, what emotions influence purchases and how the experience with the brand impacts loyalty. Therefore, analyzing the data and observing the behavior is essential for the company to connect significantly with the public”, says the expert.

With over 20 years of experience in the retail sector, Jurdi shares the key learnings that Consumer Day reveals about people's behavior and how this data can guide entrepreneurs in defining more assertive and competitive strategies 

1. A more strategic than impulsive customer

Despite the flashy offers, the current consumer searches, compares prices and evaluates reputation before purchase. Access to information has raised the level of awareness and reduced purely emotional decisions.

2. Experience weighs as much as price

Discounts remain important, but are no longer the only decisive factor.Delivery time, exchange policy, agile service and brand trust directly influence conversion.

3. Transparency creates a competitive advantage

In promotional periods, attention grows to the practices of companies.People note whether the discount is real, whether there is a prior increase in prices and whether the communication is clear. “To maintain customer trust, it is important to avoid previous increases that devalue promotions and always communicate in an honest and transparent way, strengthening the reputation of the brand”, advises the expert. 

4. Digital is the protagonist, but omnichannel is essential

The date shows the strength of e-commerce, but it is necessary to maintain the integration between channels. The customer searches online, withdraws in the physical store, interacts through social networks and requires consistency at all points of contact.

5. Personalization increases conversion

Targeted campaigns and targeted offers generate greater engagement. Understanding the customer profile and offering customized solutions is the competitive differential of retail. 

6. Trust builds recurrence

More than selling on a specific date, brands that strengthen relationships can turn occasional buyers into loyal customers. It is an opportunity to start a relationship, not just hit the goal. “For this construction, it is essential to listen and understand customer needs, maintain constant communication and deliver value, creating positive experiences that reinforce the” trust, says the expert. 

7. Purposeful consumption gains space

In addition to price, many evaluate values, social responsibility and brand positioning. Companies aligned with relevant causes generate emotional connection. “Investing in sustainable practices and initiatives that positively impact society makes the brand be remembered not only for the product, but for the purpose that represents”, reinforces the CEO. 

For Surama, the biggest learning is that Consumer Day is no longer just a promotional action and has become an indicator of market maturity.“Brands that understand behavior, build trust and deliver experience, do not sell only on a promotional date, achieve results throughout the year”, he concludes.