Although the Concept of Products and Services has been developed a lot, understanding that the Service is "part" of the Product, we have stopped taking into account basic aspects that make them, and that is what often happens to us in our own lives, We intend to perfect both a question, finally making it more complex without meaning, when the "elementary" is the key success factor of what we are dealing with, we have already said in previous notes…. "The shortest path between two points is the straight line….. or the fusion of those two points" (a whole topic for debate).
Continuing with our writing I want to leave you with these basic notions that make the article, many times they are taken for granted and even surpassed by "new" scholastic edges, a phenomenon that repeatedly culminates in a passing fashion trend and only that.
Let's review the IPP (Inventory, Position and Presentation)
Inventory:
It is the quantity of product that is available at the Point of Sale in different brands, sizes and articles. You always have to have enough product to meet the demand that is…. to our Clients.
Position:
It is the physical place where our products are located, within the point of sale according to the distribution channel to which it belongs. We must always seek the best position to achieve maximum customer satisfaction, but what would be the best position? Here a gap is opened, from the perspective of consumption per-se, the best position is the one or those square meters where the client inescapably passes by literally running into the product, there we pave the way for their choice since most of purchases are on impulse. From the aspect of brand communication, the best position is the one where the customer sees the product but is not comfortable with his choice, for example….. when entering a commercial premises, for this we must find other communication alternatives of brands and products.The main thing is the sale of the product at the moment, it is the present, the short term, the secondary thing is the brand communication to consolidate that relationship between the customer and the product / brand, this must be resolved in another way to build loyalty in the medium long term.
Presentation:
It is the image that the consumer of our products receives when seeing in front of Him, brands and presentations displayed at the point of purchase (Point of Purchase / POP). We must always keep the product clean and tidy so that it reflects quality, prestige and thus stimulate the purchase. Bear in mind: if we don't know how much the products cost, we don't buy them. We rarely ask. If we don't know where the products are, we don't look for them. If we have our products activated well, we will promote an optimal Rotation Rate.
I consider it transcendent to finish this note, take into account the Sensorial Phenomenon of the Consumer, we need to create rewarding and memorable shopping experiences, stimulating customers at the point of sale through the five senses of the human being (sight, hearing, smell, touch and taste), seeking the entire satisfaction of the buyer / consumer, this is a turning point usually marking a before and after in the relationship of human beings with the Product / Brand / Service.
conclusion
Beyond observing the behavior and new buying habits of consumers, in order to obtain greater learning, let us not forget the fundamentals of the business, that is, the A, B, C of each industry, exemplifying, we would say that although “the gunpowder has already been invented ”, new similar materials are constantly emerging but all with similar objectives. This parallelism should drive us to observe, learn, and perfect our organizational practices.
