Estrategias de Merchandising: un análisis de su efectividad para la atracción de nuevos clientes

Abstract

Merchandising techniques have the purpose of attracting new customers and that they make strategic purchases at the different points of sale, even in the digital world. However, many organizations continue to ask the question: How effective can merchandising techniques be? Therefore, the objective of this article will be to discern through the review of different scientific articles if this is true in the different contexts analyzed. 132 articles were consulted using various scientific databases, selecting 56 articles from peer-reviewed journals in Ebsco, Redalyc, Scopus, ProQuest and Google Academic. The visualization, presentation, management, seduction and digital merchandising allows to achieve very favorable results, its effectiveness is therefore demonstrated, and not only applicable to physical stores, but also to digital spaces, guaranteeing attraction of new customers and substantial increases in the sales of any company. Finally, it is important to conclude that the businesses that began to update to the new digital merchandising model have had a strong increase in sales, new customers and expansion to different audiences, perhaps forced by the great disruptive agent of COVID-19, but without certainly here to stay.