Plan de merchandising para la fidelización de los clientes de la empresa Autopartes “Los Andes” de la ciudad de Riobamba

Abstract

The objective of the present study was to retain current customers of a company that trades autoparts called “Los Andes” which is located in Riobamba city, through the implementation of a merchandising plan. To develop this study, its methodological framework was based on a mixed approach as it analyzed qualitative and quantitative variables. Similarly, some instruments, tools and techniques were applied such as: an interview applied to the CEO of the company, also an observation checklist was used through a visit to the facilities of the company and then a survey that was applied to current customers about the previous year 2020. Through those instruments, decisive information was obtained to verify the degree of customer satisfaction and some variables that required to be improved in order to optimize the presentation and decoration of the sales point. Therefore, it was determined that the factors to be improved are: the sales point (aroma and music), zoning (hot and cold áreas) lighting and signage of the company, which were essential to increase the corporate image and generate competitive advantages againts its competitors. In relation to all the aforementioned, some strategies were designed base on visual merchandising, management merchandising, seduction, social media and a brand manual, which constitute key elements that simulate these variables in order to retain current customers. It is concluded that the implementation of these strategies is essential to promote customers loyaly and strengthen the corporate image of the company.