VISUAL MERCHANDISING E SUA CONTRIBUIÇÃO PARA O CRESCIMENTO NAS VENDAS DE VAREJO DE TINTA

Abstract

When entering a supermarket, department store or any other retail trade, the consumer has contact with hundreds of thousands of products and options, but what really makes him choose a product. Among the various marketing actions that seek to generate value, brand recognition and purchase needs, Visual Merchandising techniques are specifically worked on at the Point of Sale and seek to attract, retain, increase customer permanence in the place and encourage the choice of a product over another. This study aimed to show that these techniques contributed to revenue growth and increased the sales volume of products with higher added value. For this, through Quantitative Research, the performance of an exhibitor of painting tools was analyzed before and after the application of Visual Merchandising techniques. It was observed that, after the positioning changes, placing products with lower output in the first contact with the customer, in addition to products with higher added value in positions that facilitated their visualization, these products had better sales performance, increasing both the quantity and the the average ticket for the category. In this way, it can be concluded that the correct application of Visual Merchandising techniques results in an increase in revenue, an increase in the average ticket value and stimulate the sale of products determined by the marketing sector.