Merchandising para fidelizar a los clientes del gimnasio victory de la Ciudad de Riobamba

Abstract

The main focus of the study was to develop merchandising strategies aimed to guarantee the loyalty of clients at Victory Gym in Riobamba city. The evolution of merchandising and its influence in the field of fitness was delved into, highlighting the prevailing need to adapt the brand experience to maintain customer commitment. The methodology adopted involves descriptive research with a combined approach, integrating qualitative and quantitative analysis through the application of surveys and direct observation to collect data. The findings highlighted the crucial relevance of implementing visual, digital and operational merchandising strategies to attract and retain clientele, underscoring the importance of creating an engaging and memorable shopping experience. Additionally, we examined how the visual aspect of merchandising can impact consumer behavior, investigating customer loyalty in the gym environment, with special emphasis on personalization and community connection. The research concluded that success in customer loyalty depends largely on the effective execution of merchandising strategies, and proposed the implementation of loyalty programs and the strategic use of data to understand and meet changing customer needs.