Marketing strategies, attractive discounts, optimization of the logistics process, impeccable customer service, user experience , reviews, and so on. All of this needs to be thought out down to the smallest detail to please those who really matter: the customer.
Do you want to better understand the meaning of Consumer Rights Day and learn how to take advantage of the date to increase sales in your online store? Then follow our article where we have prepared a very complete guide. Check it out!
How did Consumer Day come about?
On March 15, 1962, then-US President John Kennedy gave a special speech recognizing the importance of protecting consumer rights. That is why Consumer Day is celebrated on this date. The authority even placed itself on the same level as the people, calling itself a customer.
Thinking about it: we are all consumers. The president of the republic is a consumer, as are senators, deputies, the owner of the local grocery store, the CEO of a multinational technology company, etc. All of these people establish consumer relationships with other companies, whether for basic survival or to afford some luxuries.
How does Brazil celebrate Consumer Day?
In 1985, the UN declared March 15th as World Consumer Rights Day. However, in Brazil, the topic only gained relevance in the early 1990s, when the Consumer Protection Code ( CDC – Law 8.078/90) was enacted. By coincidence, the law came into effect on March 11th, 1991, very close to Consumer Rights Day.
Despite more than 30 years of celebrations, the date only gained a more commercial feel here in 2014. This was the solution found by retailers to boost the economy in a period that was generally lukewarm: the first quarter of the year.
Over the years, the celebrations have gained more and more followers. In addition to Consumer Day, retailers also take advantage of Consumer Week and even Consumer Month to sell more.
The period is marked by promotions similar to india business fax list Black Friday, you know? And look how interesting the figures are during this period. The revenue from consumer week in 2021, for example, broke a record: R$6.3 billion — more than Black Friday of the same year, which received R$5.41 billion.
How to take advantage of the date to sell more?
Consumer Rights Day is not a date created for businesses to sell. Despite this, the period offers several business opportunities for e-commerce, and it is important to know how to take advantage of them. Below, we will give you some tips to boost sales on Consumer Rights Day. Check it out!
Put the customer at the center of the strategy
Remember: today is the consumer's day! So, it's only fair to put the consumer at the center of strategies with the customer-centric philosophy , right? In practice, a customer-centric company is focused on offering solutions to the consumer's problems.
In this context, ensuring quality products and services is important, but the items for sale are a kind of instrument to achieve a greater purpose, which is to delight the consumer, you know?
Therefore, the entire business structure must be guided by the customer's tastes and needs. This applies to the choice of service channels, payment methods, product range, e-commerce layout, and so on.
However, remember that it is necessary to understand consumer behavior in order to implement a customer-centric culture, okay? Therefore, it is worth investing in technologies for data collection and analysis.
Take care of your e-commerce reputation
A company's reputation is nothing more than the perception that people — customers, employees, suppliers, among others — have of the brand. And all e-commerce attitudes contribute to the formation of a positive or negative image.
The better the reputation of the company, the greater the chances of sales. This is because around 94% of consumers do not do business with companies with a bad image in the market. In practice, this means that reputation is a factor in purchasing decisions .
That’s why taking care of your e-commerce reputation is essential. Here are some important measures to help you preserve your company’s image:
comply with the Consumer Protection Code: provide complete information about the store and products, respect the right to withdraw, guarantee data protection, among others;
meet sales promises: when promising to deliver a product within 5 business days, for example, it is necessary to fulfill the agreement. The same goes for discounts, gifts, etc.;
Offer customer service on Reclame AQUI : much more than a place to solve problems, customer service on Reclame AQUI is essential for reputation management. After all, even after having a bad experience with the brand, it is possible to reverse consumer dissatisfaction by recognizing errors and offering quick solutions. In fact, this is an important time to identify flaws and implement improvements in the business.
Read also: Understand the consumer journey on Reclame AQUI and opportunities for your brand.
Make a sales plan
Sales planning is a kind of practical guide for e-commerce to achieve better results. This is when you gather relevant data to coordinate actions.
If you want to increase sales, for example, you will need to increase your inventory. Thinking about everything in advance is essential to be able to negotiate with suppliers and ensure that consumers receive quality, reasonably priced merchandise. Therefore, consider the following aspects:
market research: to identify trends, business opportunities and understand how the competition operates;
historical sales analysis: to estimate what the year's movement will be like, as well as correct past failures to improve the customer experience;
defining objectives, goals and indicators: what do you intend to achieve in the period? Increase sales by 50%? Increase revenue by 25%? Reduce the cart abandonment rate? Making this purpose very clear is essential to guide actions;
preparation of an action plan: strategies needed to achieve objectives, indicating the budget, deadline and those responsible for each stage.
Offer real promotions
The customer didn't join Consumer Day just because they like to spend. Since stores always promise unmissable promotions, the consumer sees this as an opportunity to buy the item they want at a more affordable price. So, it's a good idea to offer attractive discounts, right?
In addition, it is interesting to offer other types of benefits to encourage an increase in the average ticket. For example: free shipping for purchases above a certain amount, progressive discounts, exclusive gifts, cashback, points in loyalty programs, among others.
Another great tip is to not limit your promotions to just the consumer day itself. By spreading out offers throughout the month, you can make even more money. So, plan your promotion calendar.
Optimize the layout
A rain of colors, several CTA buttons, pop-ups jumping around the screen non-stop, etc. Too much information doesn't sell. The truth is that the simpler and cleaner the page's appearance, the more comfortable the consumer will be to browse. Therefore, it is interesting to keep an eye on some points, such as:
organization;
color palette;
attractive photos;
usability;
accessibility;
responsiveness.
Ensure fast deliveries
Consumers are becoming increasingly demanding. Although it may sound cliché, the phrase is very true because customers are becoming more rigorous when it comes to making their consumption choices.
And many of them are not willing to wait more than a month for the product they desire. Research indicates that 16% of people have abandoned their shopping carts because the delivery time was too long. What's more, 53% of customers give up on their purchase because of expensive shipping.
Therefore, optimize the logistics process to speed up deliveries and ensure more affordable shipping. In the case of orders in the same city as the e-commerce site, for example, it is a good idea to offer options for the consumer to pick up the product at a collection point, have it delivered by motorcycle courier or through other delivery services.
Another key point is to provide the tracking code to the consumer. In addition to ensuring transparency in the process, tracking the delivery step by step can reduce the consumer's anxiety and help them plan to receive the package.
Invest in digital marketing
Think about it: how will your customers know that your e-commerce site will be full of offers on Consumer Day if you don't let them know? Difficult, isn't it? To attract buyers to your online store, you need to invest in digital marketing actions .
In addition to increasing e-commerce traffic, these strategies can also help convert sales and build loyalty. Here are some suggestions:
e-mail marketing: sending messages to your customer base to notify them of promotion dates and best offers;
SEO: content optimization to ensure that consumers find your products organically in search engines;
sponsored links: paid advertising on the Google display network, YouTube, apps and social networks;
partnerships with digital influencers .
