The free service system, still poorly developed by some operators, was one of the major drawbacks that department stores encountered upon their arrival in Spain.
Most of the products were conceived for sale behind the showcase, to be sold under the assisted sales scheme. Most manufacturers had to literally copy the presentation system of their products from other European manufacturers. In this way, in the mid-1970s, our country began to pay attention to presentation factors. Packaging, packaging, shrinking became part of the jargon in Spanish distribution.
Recent studies consider that the exhibition, the packaging and the free sale service (Everything at your fingertips) contributes to increasing sales between 30 and 50% more than in the traditional way.
Likewise, the arrangement of the goods on the shelf is another of the success factors.
Merchandise at eye level, with an adequate number of fronts (facing) and within easy reach, coupled with clear and motivating signage produces more generous sales.
It is important to point out that a correct arrangement of the shelves (commercial distribution of the store) has an important influence on the circulation flow of customers, thus contributing to the creation of hot or cold areas within a commercial area.
The existence of so-called hot and cold areas in an establishment plays an important role in the distribution of goods.
The products of greatest consumption and greatest need are usually located at the back of the establishment, forcing the customer to visit and therefore to be subjected to constant calls for promotion, thus promoting impulse buying.
The headboards of the gondola in the central aisles (Massification of a specific product at a special price) is another of the establishment's hot spots.
Cold areas tend to "heat up" with bargains, sales, or staples such as sugar, flour, sunflower oils, or other consumer products.
All these aspects of product presentation and placement play an important role in commercial distribution.
Developing a good implementation plan is key to ensuring successful sales.
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