Marketing expert has provided Eurobrico keys to, in his view, they are necessary to improve and innovate at the point of sale
Innovation in the points of sale of DIY is so important that, If you do not practice, You can put an end to the business. This is one of the opinions that Antonio Valls, Managing Director of SystemShop Consulting, offered yesterday in Eurobrico, He conveyed to professionals a series of tips on what is understood as innovation, where and how to apply it, especially concerning the business of do-it-yourself.
Valls said that it is necessary to put into practice the innovative ideas that arise, and has coded in 19 the key points to be able to innovate at the point of sale. Some of them are as relevant as corporate color or image, “Since most retains customer, is the DNA of the company”, along with the entrance to the establishment, which in your opinion, “It must be a space of transition that prepares the client for purchase”. Valls also recommended care especially for ambient sound, lighting or signage, as well as the lines of box, you have to be agile and prepared staff. He also opted to overcome division almacen-tienda, to reduce costs per square meter and the amount of stock.
On the price, Valls understands that price equality makes difficult the sale, so it must be accompanied by extra ambience, efficacy or prescription, and that price wars to flee, is your opinion, “they are discrediting to the points of sale”. In addition, He added that “low cost is not a fashion, but the future, so you have to innovate to implement it”. Antonio Valls also provided that, at its discretion, they must be some correct attitudes towards innovation, It covers all areas of commercial activity, Since the “seduction of the customer” and the acceptance of their criticisms until the relationship with suppliers, “It must be not showdown, but Alliance”.
In relation to future trends in business Valls pointed out that “We are moving towards a more humane shopping experience”, Thanks to which it will recover the figure of the Commerce of proximity, that it can provide a more close relationship and a very deep knowledge of the regular customer. Also warned that the client “It will be increasingly more demanding and more mature”, something that requires to be innovating constantly to attract their attention and to dispose of highly qualified personnel “that you know and may prescribe the product you are selling”.
Valencia, Friday 05 October 2012