Retail, diseño y comunicación en el punto de venta

The competitiveness of commercial establishments is made up of strategic and tactical factors where products and services are not the only variables that must be considered, as they are part of a more complex whole: the marketing mix. With the current competitive saturation, as well as the need for differentiation and brand positioning (and product), the points of sale make use of the various merchandising techniques: distribution and adjacency of products, use of materials or animation in the POS itself. In this sense we can say that the final design of a point of sale is clearly determining when it comes to increasing the profitability of the company, providing added value for a good differentiation as well as for a good brand building. In this order of ideas, the design of experiences for the consumer plays a very important role, as stated by Cant & Hefer (2013), for whom: "Visual merchandising can be seen as the way in which retailers display their products in store in order to attract consumers”. This is where the experience design applied to the point of sale starts to do.