CÓMO TRABAJAR LAS ZONAS CALIENTES Y FRÍAS DE UN ESTABLECIMIENTO | VISUAL MERCHANDISING
Understanding Hot and Cold Zones in Retail
Introduction to Consumer Behavior in Retail
- Andrea Segura introduces the topic of hot and cold zones within retail establishments, emphasizing their impact on product visibility and sales.
- She explains that consumer behavior reveals certain areas attract more attention (hot zones) while others are often overlooked (cold zones).
Characteristics of Hot Zones
- There are two types of hot zones: natural and artificial. Natural hot zones draw consumers without additional tools, while artificial ones require visual merchandising techniques to enhance attraction.
- Hot zones typically include high-profit areas such as store entrances, the right side upon entry, central locations, fitting rooms, and checkout areas.
Strategic Placement of Checkout Areas
- The placement of checkout counters is crucial; they can be near entrances or exits. Their location should feel natural to avoid discomfort for consumers during payment.
- Small impulse items are often placed near checkouts (e.g., socks, perfumes), capitalizing on last-minute purchases.
Enhancing Cold Zones
- Cold zones tend to have lower sales than average. To improve these areas, retailers should employ visual merchandising strategies like attractive signage and appealing decor.
- Segura advises focusing on boosting products that underperform in hot zones while also warming up cold areas to increase customer circulation throughout the store.
Conclusion