Sales events are days or weeks when many brands launch promotions at the same time, and customers go shopping with more intent than usual.

In Latin America, there are events specific to each country, such as Hot Sale in Mexico and Argentina, CyberDay in Chile, and Buen Fin in Mexico, as well as others that have been adopted globally, such as Black Friday and Cyber Monday. There are also dates such as Mother’s Day, Father’s Day, and the end-of-year holidays.

Why does it matter?

A significant portion of the year's sales occurs in just a few days. If you go into it without a plan, you'll be competing solely on price, overwhelming your customer base with the same message, and losing profit margins.

Sales events are also a great opportunity to attract new customers. The challenge comes afterward: getting those who bought during the sale to make a second purchase once the discount ends.

Story mode

An online sports store prepares for El Buen Fin a month in advance. It reviews what its customers bought during the previous event, notifies its regular customers first, recovers abandoned shopping carts from the event, and, a week later, sends new shoppers a recommendation based on what they purchased.

How to Use It with Data4Sales

• Data from the previous event: With Orbis Copilot, you can ask, for example, how much you sold on the last business day and which segments performed best.
• Targeted Audiences: Segment by life cycle, RFM, clusters, or purchase propensity so you don't send the same message to your entire customer base.
• Scalable Messages: Orbis Creative crafts a unique message for each client, and you can send it via WhatsApp, email, or SMS.
• After the event: post-purchase and repeat-purchase workflows, and attribution using a control group to measure actual incremental revenue.

Related terms

• Campaign
• Abandoned Cart
• Second purchase
• Incremental revenue