The results of Buen Fin taught us, from a strategic perspective in digital marketing, that not all sales are won by having the best discount. The brands that truly stood out were those that understood that e-commerce and POS systems don't operate under the same logic and that each channel requires a different strategy.
Online , user behavior was clear: they sought speed, trust, and a seamless experience. Stores that invested in loading speed, automation, well-segmented campaigns, and an optimized checkout saw the highest conversion rates in the first few days of this season. The popular Pre-Buen Fin sale made a huge difference when it came to activating promotions.
At the point of sale , the results were different: purchases were driven more by experiences than by discounts. Many brands discovered that sending mass emails to announce promotions led people to convert directly on their digital channels, saving them time, queues, and lines in physical stores.
At NOWMA, we saw it clearly: El Buen Fin isn't just a weekend of deals, but a season where the best-prepared customers are the ones who fare best. And we're not talking about the biggest discounts, but about having a solid strategy , starting with advertising before the competition and offering a benefit that goes beyond a simple discount.
By: Jose Manuel Nosti