Ferramentas de merchandising como estratégia de vendas em um supermercado

Abstract

This work aims to identify and analyze the merchandising tools used by Supermercado Fama, located in Santo Augusto/RS, proposing improvements that result in the leverage of the company's sales. It is an applied, exploratory and descriptive research with a qualitative approach. For data collection, the survey method was used by applying a questionnaire to a sample of 102 customers, seeking to identify their perception in relation to the merchandising tools used by the Fama supermarket. The research includes on-site observation in order to identify the tools used by the manager at the point of sale. It also used bibliographical research on the subject, approaching marketing, sensorial marketing, concepts and types of retail store and specifically, merchandising. There is a field research carried out with the objective of identifying these tools that the supermarket uses, as well as defining what is the perception of customers in relation to these tools. The study results show that the management of strategies in the company is done informally, which means that the result of applying merchandising tools is not as expected, since it is not assertively planned to impact the public consumer of the supermarket fame. Finally, improvements are proposed related to the merchandising tools that the supermarket uses, with the aim of providing its customers with a differentiated shopping experience, delighting and building customer loyalty and, consequently, leveraging the company's sales.