Merchandising techniques and their impact on the customer experience in retail stores

Authors

  • Katy Adonayda Anaguano Pérez Universidad Laica Vicente Rocafuerte, Ecuador.

DOI:

https://doi.org/10.51896/ce.v21i2.163

Keywords:

Marketing, Commercialization, Techniques, Experience, Consumer

Abstract

Merchandising has gained great value over the years, considering that the markets are highly competitive and few products differentiate themselves from each other within the point of sale. That is why companies require merchandising techniques and strategies that allow them to create a pleasant shopping experience for consumers to increase the visibility of their products and encourage sales. It is, for this reason, important in this research to determine the impact that merchandising techniques have on the experience of retail store customers. To carry out the research, a bibliographic study of sources from books and scientific journals on the subject was carried out within the period between 2018 and 2023. It was determined that the efficient use of merchandising techniques can significantly impact the customer experience within the point of sale, which translates into a pleasant and satisfactory shopping experience for customers, contributing to profitability, and increasing sales and loyalty.

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Published

2023-06-15

How to Cite

Anaguano Pérez, K. A. (2023). Merchandising techniques and their impact on the customer experience in retail stores. Contribuciones a La Economía, 21(2), 1–15. https://doi.org/10.51896/ce.v21i2.163

Issue

Vol. 21 No. 2 (2023): Enero-Junio

Section

Artículos

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