Neuromerchandising para fidelizar a los clientes de la importadora Tomebamba S.A en la ciudad de Riobamba

Abstract

The present research aimed to retain customers of "Importadora Tomebamba S.A" in the city of Riobamba through the implementation of a Neuromerchandising plan. To achieve this objective, a qualitative and quantitative approach was employed, using a non-experimental cross-sectional design, documentary and field research, and the methods used were deductive-inductive, analytical, and synthetic. Similarly, instruments, tools, and techniques were employed, such as an interview conducted with the company's manager. Subsequently, an observation sheet was used to evaluate the facilities of the establishment and the potential competitor. A survey was also conducted with current customers from the year 2022. Finally, an Eye tracking study was performed to determine the areas of attention within the retail store. Through the different instruments applied, crucial information was obtained to understand the level of customer satisfaction and the variables that needed improvement to optimize the presentation and decoration of the point of sale. Therefore, it was determined that the factors to improve are: the ambiance of the point of sale, considering scent and music; zoning and optimization of the commercial space; and lighting and advertising at the point of sale. These factors were essential to enhance the brand image and generate competitive advantages in the automotive area. Considering everything mentioned above, strategies were designed in relation to visual merchandising, management, and seduction, as they are key elements that energized these variables with the aim of customer retention. It is concluded that the implementation of these strategies is essential to generate loyalty among current customers, strengthen the company's brand, and increase its profitability.