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Flashcards about Trade Marketing.
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What percentage of buyer decisions are made at the point of sale according to in-store intelligence?
70% of buyer decisions are made at the point of sale.
What is essential to differentiate yourself in the market of merchandising key issues?
Increasing profitability at the point of sale through specific strategies.
What are the key strategies for merchandising?
Easy and quick purchase, working on the shelf, utilizing shopping carts and baskets, activating the point of sale, measuring results.
According to retailers like Mercadona, what is the relationship between shopping speed and shop billing?
The faster the shopper buys, the more the shop bills.
If you are consumer brand, what should you do on the shelf?
Negotiate premium locations and defend your shelf share through excellent implementation to obtain maximum profitability and avoid OOS.
What are shopping carts and baskets?
They are the connection between the customer and the point of sale; they must be clean, disinfected and in perfect shape.
What impact can a change in the shopping cart's handlebar have on customer purchases?
A change in the handlebar of the shopping cart can increase purchase by 25%.
Why do shopping carts with parallel handles increase purchases?
Carts with parallel handles (like a wheelbarrow) engage biceps, encouraging shoppers to pull items towards them and increasing purchases.
What does 'Lider al Carro' technology developed by Walmart Chile do?
This innovative technology recognizes products as they enter and leave the shopping basket, enabling customers to bypass the scanning process at checkout.
What is the main objective of point of sale (POS) advertising?
To encourage the consumer inside the store to make purchases of the products that the establishment is interested in selling.
What does 'shoppertainment' or commercial entertainment seek to do?
involve the consumer in an immersive way, providing a more personalized, interactive and engaging shopping experience.
Success in merchandising depends on the equation formed by what three elements?
Product, linear shelf space, and consumer behavior
What are the main drivers inside the store for brands to make incremental sale today?
Human senses working together.
What is a key element to shopper journey inside the store?
visibility
Why is it important to limit inputs to shoppers inside the store?
Our brain can only process 7 pieces of information at a time, and the human eye has limited vision, so too many inputs will make it difficult to buy.
Neuromarketing shows statistics about decision making. What percentages of decisions are emotional? How long to take the decision? Where are the decisions made? And what percentage do we remember of what we SENT?
90% Emotional, 2.5 seconds, 85% Point of Sale, 100% of what we feel
What data is offered by, neuromarketing techniques, when measuring emotions versus rationale?
Objective physiological responses of the participant
How does neuromarketing eye tracking work?
invisible infrared beamed, sensor, geometrical model, fixations and saccades
In the limbic system what part is the emotional part of the brain?
Amygdala processes emotion
What does scent inside the store do?
Evoking taste and emotions.
What is the relation between country of the wine and music played in the store?
French wine is more likely to be purchased with french music in the store, and German wine with german music.