Brazilian retailers prepare for Customer Day on September 15

Retailers in Brazil are preparing for ‘Dia do Cliente’ (Customer Day) on September 15. The Câmara de Dirigentes Lojistas (CDL) is encouraging members to implement promotional actions, such as window displays and discounts, during the first week of September to strengthen ties between businesses and consumers.

Experts suggest that small retailers should avoid relying solely on price discounts to drive sales. Analysts from Sebrae Minas and professors from the Escola Superior de Propaganda e Marketing (ESPM) advise that focusing exclusively on the lowest price can erode profit margins and fail to build long-term loyalty. Instead, they recommend using the date to recognize existing customers, improve post-sales service, and organize consumer data for future campaigns like Black Friday and Christmas.

Effective planning involves defining specific goals, such as moving stagnant stock or recovering inactive clients, while ensuring the campaign aligns with the business's actual delivery capacity.