Aplicación de técnicas de merchandising en el punto de venta de Buestán en el centro comercial El Bosque.

Abstract

The present project called, Application of merchandising techniques in the Buestán outlet of the El Bosque Shopping Center has as a general objective to generate an increase rate in the level of sales by 2023, for which quantitative research has been used, proceeding to sample 200 customers extracted from the database of the point of sale, a survey has been carried out and the results obtained have been analysed and interpreted. In addition, qualitative research has been used when conducting interviews with commercial advisors at the point of sale and an expert in the field, reinforcing the research with the application of an observation sheet. The application of these instruments showed that the attention of the advisors is good, that they demonstrate solidity in the knowledge of the product, it was also mentioned that customers were attracted to the showcase, but that a good percentage of customers perceived that the lighting, labelling and signage was poor, and did not contribute to encourage the purchase. With all this information, we worked to give the point of sale an attractive environment for the client, that promotes a successful closing of the sale, implementing a labelling system, both in shoes and boxes, having an exclusively designed scent for the point of sale, placing an audio system to broadcast ambient music, installing attractive bid signage and increasing lighting in deficient spots. After this, a comparison was made between the first quarter of the previous year and this year and it was possible to verify that there was an increase in the level of sales.