Reseller, Consumer Day, celebrated on March 15, was a great success in 2023, with significant growth compared to the previous year, achieving an increase of 22% in e-commerce revenue compared to 2022. The date has established itself as one of the most important in Brazilian retail, and the good news is that the best-selling category was fashion and accessories.
To help you take advantage of the opportunity to increase your sales, today we will give you some tips to create incredible action on this special date in the retail calendar.
How Consumer Day came about
Consumer Day emerged in the early 2000s, influenced by Valentine's Day, a very popular date for commerce. It was initially promoted by Chinese e-commerce companies looking to create a sales event to boost sales in the post-holiday period. The objective was to offer discounts and promotions to attract consumers and encourage purchases.
Consumer Day is celebrated on different dates around the world, but is generally observed on March 15th. The date was chosen because it is close to the spring equinox in the northern hemisphere, marking a transition to a new season and a time suitable for shopping and renewal.
Over time, Consumer Day gained popularity in other countries, including Brazil, where it became an important date for commerce, with physical and online stores offering discounts and special promotions to attract customers.
However, more than simply offering discounts, this day also represents a unique opportunity to strengthen ties with your customers and demonstrate how much they are valued.
Step by step to create an effective action on Consumer Day
Know your target audience:
To create an impactful action, it is essential to know your customers in depth. What are your tastes, your preferences, your lifestyles? Invest time in sincere conversations and seek to understand your needs to offer a personalized and memorable experience.
An effective way to better understand your target audience is to create a persona. But what is a persona? Simply put, a persona is a fictional profile that represents a specific segment of your target audience. By developing a persona, you can better visualize who your ideal customers are, understand their motivations, challenges and purchasing behaviors.
To learn more about how to create a persona and deepen your knowledge about this valuable strategy, we invite you to read an article we wrote on the subject. It offers practical insights and helpful tips to get you started creating your own personas effectively. Click here to access the article.
Define the objective of the action:
Establish clear and measurable goals for your action on Consumer Day. Whether it's increasing sales, strengthening relationships with your most loyal customers or attracting new customers, define your objectives precisely to direct your efforts effectively.
Here are some examples of actions that can be taken from different objectives:
- Increase sales: Offer special discounts and exclusive promotions for Consumer Day, create sets of complementary pieces to encourage additional purchases, hold sweepstakes or contests to attract customer attention and stimulate sales or implement loyalty programs with attractive rewards for frequent customers;
- Strengthen relationships with loyal customers: Send personalized emails thanking them for their loyalty and offering exclusive discounts to them, hold in-person or virtual events for loyal customers (such as happy hours or workshops) or create a referral program, where your loyal customers receive benefits for referring new customers;
- Attract new customers: Partner with influencers to reach new audiences, invest in targeted advertising on social media, highlighting special offers for new customers or organize an event to attract the attention of potential customers;
- Liquidate stock of old collections: Create a specific campaign for products from the old collection, offering significant discounts, hold a flash sale with irresistible prices for a limited time or implement a strategy where products from the old collection are combined with products from the new collection to stimulate sales on Consumer Day.
These are just some ideas for actions that can be implemented to achieve different goals during Consumer Day. However, it is very important to adapt these suggestions according to the target audience and your available resources.
Plan and execute the action carefully:
Success is in the details. Plan each step of your action carefully, from preparing stock to communicating with your customers. Remember to ensure impeccable logistics to avoid setbacks and provide a positive experience from start to finish.
Drive action efficiently:
Publicity is essential for the success of your action. Use all available channels, such as social networks, email marketing and WhatsApp, to communicate your offers and spark the interest of your customers. Create teasers, share testimonials and create anticipation around the big day.
One tip is to use mental triggers, which are psychological techniques used to influence people's behavior, especially in relation to decision making. They explore thought patterns and emotional reactions that are common to all of us, such as, for example, the phrase: “Don’t waste time, there are only a few pieces with this exclusive discount!”. In this sentence, there are some scarcity triggers.
When something is scarce, we tend to value it more. For example, by saying that there are only a few items available or that the offer is for a limited time, this can motivate people to buy more quickly for fear of missing out.
Evaluate results and learn from experience:
After Consumer Day, don't forget to evaluate the results obtained. Analyze your sales, ask for feedback from your customers and reflect on what worked and what can be improved. Use this information to improve your future strategies and ensure continued growth for your business.
Dear resellers, we hope these tips can inspire you to create a good deed on Consumer Day. Always remember the power of human relationships and the importance of making your customers feel special in every interaction. We are here to support them every step of the way. Let's make this Consumer Day a success together!