Meta’s study also reveals that personalized ads and video content help retailers during this period.
For almost all Brazilians, it is essential to plan ahead for end-of-year shopping. This is what the study commissioned by theMeta Offerwiseheld in September this year, with the participation of 1,000 consumers over 18 years of age.
The highest purchasing intentions, according to the survey, are for the food sectors (73%); health and beauty (60%); appearance and fashion (58%); electronics (57%); household appliances (55%) and toys (46%). The survey also showed that personalized ads, video content and messaging apps are some technological tools that can help sellers.
These insights generated from research can help companies to be more assertive. This is what Tamiris Gomes, Account Executive Brazil at Retargetly, leader in data and technology in Latin America, believes.
According to her, I need to stand out in a highly competitive seasonality. As consumers make these searches in advance, meeting their expectations and offering relevant offers becomes crucial. Personalizing ads and offers helps e-commerce businesses stand out from the competition. Customers are more likely to click on ads and buy when they are personally attracted to the offers.
Take care of your digital inventory!
A challenge for marketing campaigns during the end of the year is digital inventories. If these catalogs are out of date, stores may face some problems, such as: lack of accuracy and reliability of data, as there is a risk of containing inaccurate information; the customer experience is compromised, as it is possible that there will be an impact on communication, offering products that are not in the customer’s interest; misalignment between sales channels, since, without updated data, it is possible to generate communication noise, directly impacting performance.
Dealing with outdated inventory at the end of the year can compromise the customer experience, resulting in lost sales, complaints and damage to the brand’s reputation. To avoid these problems, it is crucial to maintain an efficient inventory management system, automate processes and promptly communicate product availability to customers, emphasizes Gomes.
The importance of data in year-end sales
According to Cristiana Ivonisko, Account Executive at Retargetly, for e-commerces, the use of data is essential, as it brings tangible benefits, from increasing sales and customer retention to optimizing operational processes and constantly improving the experience. of the customer. According to the executive, well-executed data collection and analysis are essential to boost performance and competitiveness in the e-commerce market.
For Cristiana, the analysis and use of data during the holiday season is fundamental for a few reasons:
- Enables understanding consumer behaviorfrom data analysis, which includes all information about which pages are most visited and session time;
- Makes it easier to identify patterns and trendssuch as, for example, knowing which products are in greatest demand and what are the peak shopping times;
- Segment consumersthat is, e-commerces are able to divide customers into groups of interest and similar behavior, thus allowing the personalization of promotions;
- Improves user experience, monitoring errors in the purchasing journey and thus making adjustments. This includes website speed, simplifying the check out process, among others;
- Improves marketing strategiessince digital commerce is able to use data to adjust strategies and efforts according to each channel, thus understanding which are the most effective means;
- Optimizes results measurementfavoring route changes in real time, that is, if a campaign is not performing well, it is possible to make the change before the end of the campaign.
Data is a great ally for e-commerce during this time. But for all of this to work, it is crucial to balance information retention with privacy, and comply with regulatory policies, such as the LGPD. These practices must be transparent and respect customer preferences.
Enriching the database
Another challenge brands face is enriching their database to create personalized ads for an audience that searches in advance.
Both Christmas and New Year involve a large volume of website visits and transactions that take place in different environments. When we work with a first-party data strategy, also called first-party data, we can achieve the objective of consumer loyalty, however, we are talking about a reduced universe of users, that is, those who are already customers. Therefore, it is essential to enrich your database by combining fist-party with other data sources through a DMP (Data Management Platform) solution to collect, analyze and activate different groups of information, said Thiago Gusmo, Head of Development Retargetly’s Brazil Business. The integration of own data with third-party audiences can improve the assertiveness of advertisements and offers, while also expanding the reach to reach other users who are not yet customers, but who are more predisposed to purchasing the products, he reinforces.
Searching for other sources offers brands a more complete view of the audience’s behavioral profile. At Retargelty, we develop solutions that help brands identify the target audience’s social class, subjects of interest, purchasing profile, preferred devices, among other characteristics. By having this clearer vision, retailers can offer more relevant content to this audience, says Gusmo.
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