In the midst of a year with lower purchasing power and more cautious consumers, companies find this special date an opportunity to reactivate consumption. The key is to use information strategically: interpret trends, anticipate demand and offer personalized experiences that improve business results.
In a scenario marked by the decline in consumption and greater caution on the part of Argentine households, the Mother’s Day It is presented as a key opportunity for brands to reactivate their sales. But, in an increasingly digitalized and competitive market, it is no longer enough to launch promotions or strengthen an online presence: The difference is made by those companies that manage to interpret the data and use it strategically to better connect with their audiences.
Far from being an accessory resource, data has become the essential input to design effective campaigns, personalize messages, anticipate demand and make more accurate business decisions. On special dates, where the volume of searches and purchases increases in a few weeks, this response capacity becomes critical.
There is no doubt that electronic commerce in Argentina continues to expand. According to industry figures, During the first half of 2024, it registered a growth of 248% in year-on-year billing. Added to this is an increasingly consolidated purchasing behavior: nine out of ten consumers already buy online, and more than 60% make their purchases directly from their cell phone. This context forces brands to compete not only on prices or products, but also on experience, relevance and efficiency.
Faced with this panorama, Data-based strategies emerge as the most effective resource to achieve differential results. Understanding consumer behavior, segmenting audiences, personalizing experiences and optimizing advertising investment are practices that require quality information and tools to activate it in real time. Campaigns that are designed with this approach tend to show better conversion rates and higher returns.
However, the advantage is not only in having data, but in knowing how to use it to make agile and personalized decisions. This includes everything from recommendations based on purchase history to the definition of promotions by customer profile or the real-time adjustment of content according to the device or channel.
Another key point is demand forecasting. Thanks to the analysis of historical data and the use of analytical tools, many brands are able to anticipate which categories or products will have the highest rotation in the preview, which allows inventories to be better organized, logistics optimized and stock outages reduced, which directly affect the consumer experience.
Personalization also plays a decisive role. Far from mass or generic mailings, today the goal is for each customer to receive messages according to their interests and time of purchase. That not only increases the likelihood of conversion, but improves the long-term bond with the brand.
The mobile channel deserves a separate mention. With the majority of searches and purchases made on mobile phones, ensuring a streamlined and frictionless experience on these devices is key. Loading speed, fluid navigation and ease of completing the purchase are factors that can define success or abandonment.
In parallel, improve logistics and offer diverse payment alternatives They remain decisive factors in closing the sale. More and more consumers value fast, trackable deliveries, as well as the ability to pay with debit cards, digital wallets or QR codes. These conditions, often defined by operational and behavioral information, end up having as much influence as the product or the price.
In short, Mother’s Day 2025 represents much more than a commercial date: it is a concrete opportunity for brands to generate results in a challenging year. But to make the most of it, you will have to rely on something more than intuition. It will be key to bet on a solid digital strategy, focused on data and focused on building relevant, fluid and personalized experiences.
Growth Business Regional Lead, CSA Latam
Source: Ambito
David William is a talented author who has made a name for himself in the world of writing. He is a professional author who writes on a wide range of topics, from general interest to opinion news. David is currently working as a writer at 24 hours worlds where he brings his unique perspective and in-depth research to his articles, making them both informative and engaging.
