In addition to offering differentiated purchase conditions, it is important to define specific strategies for different sales and relationship channels, designed for the public and to offer the best possible experience and service, especially on important dates, such as Valentine’s Day, which is almost here and always attracted consumers.
With that in mind, Paulo Pereira, CEO of Desbrava, brings four tips for retailers and merchants to attract and sell more through the internet and apps and offer good shopping experiences this Valentine’s Day.
Board on TikTok
TikTok is one of the most used apps in Brazil and in the world and an excellent platform for those who want to increase sales. There are more than 143.7 million monthly users in Brazil, according to the annual report “Latin America Social Network Users 2022”, prepared by eMarketer/Insider Intelligence. Pereira explains:
“In a few seconds, a product is able to go viral on TikTok, gaining millions of views, in addition to being shared on other social networks such as Instagram, Facebook and WhatsApp. Valentine’s Day is a great opportunity to promote via TikTok and many consumers will be looking for trends and ideas to surprise their partners, from the simplest to the most sophisticated. It is enough for the shopkeeper to build his strategies according to the target audience and their preferences and needs.”
Ensure agility by WhatsApp
WhatsApp is one of the main sales channels today, both in its conventional version and in WhatsApp Business – a version aimed at companies and shopkeepers. The social network has also become the best tool for customer loyalty. A survey by Opinion Box shows that 76% of users communicate with companies through the platform.
“WhatsApp has brought retail closer to consumers. It became much more accessible for the customer to get in direct contact with companies to ask questions about a product, price or delivery time, for example, and this facility has also been used to make sales. For this, it is essential that communication is carried out in an agile way, because that is what the consumer is looking for when using WhatsApp as the communication channel chosen to buy.”
Monitor your marketing strategies
The combined analysis of social media KPIs, including organic content and ads, lead and sales conversion numbers, allows brands and companies to monitor whether a marketing strategy is working, as well as being able to track competition and trends and opportunities. business.
“The data extracted from media monitoring brings valuable insights for planning new actions and redirecting strategies. It is necessary to constantly monitor the actions taken and their results, to correct routes when necessary and identify other opportunities. Having a social media monitoring tool is essential for more assertive actions”, recommends Pereira.
Bet on influencers
A study by Business Insider predicts that, by the end of 2022, the influencer marketing sector will have a value of approximately R＄ 79 billion, a valuation that is directly linked to the impact of this strategy on e-commerce revenue. In Brazil, 44.3% of national brands already have a dedicated budget in their companies to work with Influence Marketing, according to the survey “Influence Marketing in Brazil”, published by influence.
However, to achieve the intended results, the choice of influencer cannot be limited to the number of followers or their reach on the internet. According to the CEO:
“It is important to analyze the behavior and interests of the target audience, to find the influencer that can generate greater identification with the audience. It won’t always be the one with the most followers or the most engagement. Often, it is a detail that makes a particular person the most suitable for an influencer marketing strategy and this is perceived from the monitoring of networks and a very in-depth analysis of the available data.”
Paulo also highlights the importance of companies using insights monitoring platforms to analyze the results of campaigns, whether on Valentine’s Day or other dates. “More than 70% of companies that work with influencer marketing, show difficulties in obtaining and analyzing metrics, according to the Nielsen report. This shows the potential in having tools for this monitoring”.
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