Análisis de estrategias de visual merchandising utilizadas en homecenters del sector norte de la ciudad de Guayaquil.

Abstract

This paper deals with the analysis of visual merchandising applied in retail, specifically in homecenters. In the city of Guayaquil there are some homecenters positioned in the market with a large number of franchises distributed throughout the city, but the analysis to be carried out will be focused only on the northern sector of the city of Guayaquil. The investigations that will be carried out will be interviews with experts from the points of sale of each homecenter and direct observation in retail. Within the results obtained in this experimental practical trial, it was possible to conclude that the level of visual merchandising in retail is medium-low, however constant promotions are made in the homecenters, which go hand in hand with the brands allied to these points of sale, however the exhibitions, environment and aisles need to be analyzed by the marketing team for the implementation of successful strategies. Achieving a high level of visual merchandising, will allow retail to stand out from other points of sale, that the customer feels a certain degree of unique satisfaction every time he enters retail and of course will generate an abysmal increase in sales, likewise it is important the rotation and constant innovation, in this way the monotony that currently exists with the strategies implemented in the homecenters will not be lived.