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To encourage the purchase and ensure that a customer returns to visit the business, it is necessary to create 'positive moments', that is, offer a different experience in the premises, either by taking care of the decoration or with surprising initiatives.

To find out the most popular product in its stores, the textile company C&A has implemented a system of digitized hangers in Brazil that are connected to Facebook, so that the customer can know in real time the number of likes a garment has. This is a clear example of how marketing at the point of sale is advancing towards new business models.

Ten years ago the shop window was the main tool for direct communication with the customer. Today, with the introduction of new technologies, things have changed, from consumer trends to new jobs. So has the way of inducing the consumer to spend on a specific product and brand. Thus, before designing his commercial strategy, the manager of a small and medium-sized company must know what his objective is. "The primary purpose of any organization must be to generate pleasant and memorable experiences for buyers that make them feel different," says Teresa Serra, professor of marketing at IE Business School.

The entrepreneur must also analyze what product he sells, to whom and how, to know what his differential aspect is in the market. "It is necessary to offer added value, because the client is more demanding and the competition is increasing", explains Serra. For his part, Carles Torrecilla, marketing professor at Esade, indicates that it is also important to understand the customer's purchasing process and the role that each product plays within the business, whether physical or online. "It is essential to understand if the consumer goes to a store already informed through different channels, such as the website and social networks, or arrives at the store to obtain an explanation about an item or brand with the aim of buying it later online" , clarifies Torrecilla.

To ensure that customers are fully satisfied with the products purchased and the service received, "short- and long-term strategies must be implemented, capable of offering them positive experiences at all their points of sale," says Agustín López-Quesada, one of the founders of the Retail Institute. To do this, the entrepreneur has to correctly combine the following elements:

Name the ham

The main objective of the company specializing in the marketing of hams, Enrique Tomás, is to make this product known: "Traditionally, this item was sold in delicatessens that only had one good and one bad. However, there are more than six qualities and, therefore, , different flavors that generate different experiences in the consumer", says its director of communication, Xavi Bru. This Catalan firm designs a marketing strategy by product category. That is to say, it works on the identification of each ham with a colour, flavor and smell.

Xavi Bru, communication director of the Enrique Tomás ham store.

Another of its purposes is to deseasonalize its star food and meet the expectations of its customers: "Iberian meat not only has to be consumed on special occasions," says Bru, who explains that his organization offers different types of cuts and vacuum-packed to meet the needs of people at all times. In his window there are no pig feet, but cones and sandwiches, since they are dishes that can be eaten on the street.

Clothing that conveys values

Telling a story and transmitting its business culture is the motto of The Indian Face, a textile company specializing in high-risk sportswear. To do this, taking care of the decoration of the physical store is essential: "The establishment has to capture the brand image," says its CEO, Eduardo Marqués, who indicates that the walls and floor of the business are full of messages about its philosophy . 'Born to be free' and 'welcome free spirit' are some of them. Inside the premises you can also see black and white photos that try to reflect the feeling of an athlete before embarking on an adventure. The primary objective of this firm is to get closer to the client, telling them various anecdotes about the origin of the brand. "We try to serve you as best as possible and have details such as stickers and other gifts," reveals Marqués.

Eduardo Marqués, CEO of the textile store The Indian Face.

The placement of each garment has to have a meaning. Thus, the article with the highest turnover is located at the entrance and the shirts must be folded, not hung.

Eat at a street market

The old San Ildefonso market, converted in 2012 into a new gastronomic center, has as its principle a nod to the 'food trucks' (comiones that sell prepared food). The only difference is that its 18 food stalls and three drink bars are not on the street, but under the roof of Calle Fuencarral, 57, and the design of the building is more cosmopolitan than in the past. "Everything is perfectly studied, the location of each space, the offer, the decoration, the 'merchandising' products, such as plates and napkins, and the waiters' clothing," boasts its promoter, Juan Carlos Sabido. Thus, its marketing work focuses on specialization: "In a three-square-meter kitchen we cannot offer 35 items like a restaurant, that's why we opt for the single product. That is, there is a place that sells ham, another croquettes, crepes , among others", reveals Sabido, who explains that they cannot offer elaborate dishes because the objective is for the market to be a hallmark of street food.

Juan Carlos Sabido, promoter of the San Ildefonso market.

What is not seen, is not sold

In a supermarket, the most important thing is to attract the attention of the consumer. To do this, "you have to work on the positioning of the products, the location of the carts, the location of the checkout and boost sales through the five senses," says Silvia Miranda, director of communication and business solutions for the cooperative of retailers of the Covirán food sector. In these small establishments, the best-selling items are placed in the center of the premises to force customers to take a long walk and view other things. However, the bread, which is located at the entrance, has a short circuit to speed up shopping traffic. The window is decorated with fruits and vegetables: "As they are fresh products, they help to assess the quality of the trade," explains Miranda. Food is also arranged according to the target audience. Thus, those intended for adults are located at eye level, those dedicated to children on the lower shelves and the most expensive ones are located on the upper shelves.

Silvia Miranda, director of communication for the cooperative of food retailers Covirán.

Keys to keep in mind

1. The irruption of the Internet in retail trade must be interpreted as a new actor in the business and not as a threat. Thus, new technologies represent an opportunity.
2. The manager of an SME must understand the purchasing process of its clients. He has to analyze their consumption habits to know how they behave in the physical store and online.
3. Every organization must bet on multichannel integration. Informing consumers through the website, social networks and the media helps to retain them.