{"id":4971,"date":"2021-10-26T15:15:59","date_gmt":"2021-10-26T20:15:59","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=4971"},"modified":"2024-11-28T14:46:59","modified_gmt":"2024-11-28T19:46:59","slug":"10-errores-de-comercializacion-que-cometen-los-minoristas-y-que-hacen-perder-ventas","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/es\/10-merchandising-mistakes-retailers-make-that-lose-sales\/","title":{"rendered":"10 errores de comercializaci\u00f3n que los minoristas cometen y hacen perder ventas"},"content":{"rendered":"

Las necesidades del cliente deben ser una prioridad para la comercializaci\u00f3n de la tienda. Si bien los productos y los precios correctos son importantes, son los clientes los que marcan la diferencia. Sin una combinaci\u00f3n de clientes nuevos y recurrentes, los negocios minoristas fracasan. Seg\u00fan la Oficina de Estad\u00edsticas Laborales, aproximadamente dos tercios de las empresas con empleados solo sobreviven unos dos a\u00f1os. Para aumentar la tasa de supervivencia de su negocio, es esencial evitar ciertos errores de comercializaci\u00f3n.<\/p>\n\n\n\n

1. Productos ocultos<\/strong><\/h2>\n\n\n\n

Las tiendas f\u00edsicas luchan a diario para competir con las opciones minoristas en l\u00ednea: un clic, dos clics y boom, el art\u00edculo exacto que se busca ahora est\u00e1 en camino para la entrega. Cuando los clientes eligen entrar a una tienda f\u00edsica, encontrar el art\u00edculo deseado nunca deber\u00eda ser una molestia o llevar demasiado tiempo. Si los clientes tienen que adivinar d\u00f3nde se encuentran los art\u00edculos, las tasas de conversi\u00f3n bajan. Las agrupaciones naturales, la se\u00f1alizaci\u00f3n f\u00e1cil de leer y las pantallas claras son tres de las formas m\u00e1s sencillas de aumentar la visibilidad de un producto. <\/p>\n\n\n\n

\"\"
Cr\u00e9dito de la foto: Shutterstock<\/figcaption><\/figure>\n\n\n\n

2. Problemas de flujo de tr\u00e1fico<\/strong><\/h2>\n\n\n\n

Los pasillos que se sienten abarrotados debido a las pantallas voluminosas o las mesas de venta que congestionan las \u00e1reas de paso son las causas principales de los problemas de flujo de tr\u00e1fico. \u00bfPueden los clientes con necesidades especiales o los cuidadores con cochecitos navegar f\u00e1cilmente por su tienda?<\/p>\n\n\n\n

Los clientes deben moverse por el espacio con suficiente espacio para detenerse y mirar los art\u00edculos en exhibici\u00f3n. Optimice con elegantes muebles de exhibici\u00f3n modulares y herrajes personalizados para adaptarse a su espacio.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

3. Mal servicio al cliente<\/strong><\/h2>\n\n\n\n

El mal servicio al cliente afecta directamente las ventas, especialmente cuando los empleados son groseros, sarc\u00e1sticos o irrespetuosos. Obviamente, este comportamiento puede ahuyentar a los clientes sin importar cu\u00e1n sorprendentes sean las exhibiciones o los productos.<\/p>\n\n\n\n

La indiferencia hacia los clientes, as\u00ed como el desconocimiento de los productos y servicios de la tienda, perjudicar\u00e1n sus resultados. Adem\u00e1s, no abrir la tienda a tiempo, cerrar temprano y no proporcionar el personal adecuado durante los per\u00edodos pico son errores frecuentes que cometen los minoristas.<\/p>\n\n\n\n

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Cr\u00e9dito de la foto: Shutterstock<\/figcaption><\/figure>\n\n\n\n

4. Presupuesto inadecuado para pantallas<\/strong><\/h2>\n\n\n\n

Un plan de comercializaci\u00f3n s\u00f3lido para su tienda minorista es imprescindible, pero debe ir m\u00e1s all\u00e1 de un sistema de planificaci\u00f3n para pedidos repetidos, la adquisici\u00f3n de nuevos art\u00edculos y las rebajas de tiempo. Un presupuesto integral para exhibidores incluye elementos como se\u00f1alizaci\u00f3n, accesorios, iluminaci\u00f3n y accesorios que van desde accesorios de listones hasta sistemas de estanter\u00edas montadas en la pared.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Mantenga los componentes de la pantalla actualizados y en buenas condiciones con reemplazos seg\u00fan sea necesario. Sus exhibiciones en la tienda tienen un poder real en la creaci\u00f3n de conversiones, pero si sus componentes no est\u00e1n a la altura, las ventas se desploman. <\/p>\n\n\n\n

5. Pantallas confusas<\/strong><\/h2>\n\n\n\n

Si el cliente no puede entender qu\u00e9 art\u00edculo, marca o servicio se presenta, es necesario volver a trabajar en su pantalla. Las exhibiciones pueden contar una historia, ser simplistas, art\u00edsticas o agrupar elementos similares, pero el prop\u00f3sito debe ser claro.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

6. <\/strong>Pantallas estancadas<\/strong><\/h2>\n\n\n\n

No cambiar los escaparates de las tiendas con la frecuencia suficiente es un error com\u00fan. Reemplace r\u00e1pidamente cualquier pantalla espec\u00edfica de fecha o temporada, ya sea para d\u00edas festivos o ofertas especiales. Realice un seguimiento del compromiso del cliente con pantallas nuevas y antiguas. Si uno no funciona, c\u00e1mbielo. Finalmente, actualice regularmente la se\u00f1alizaci\u00f3n y considere incorporar tecnolog\u00eda para fomentar la interacci\u00f3n del cliente con la pantalla.<\/p>\n\n\n\n

7. Problemas de se\u00f1alizaci\u00f3n<\/strong><\/h2>\n\n\n\n

Los letreros de exhibici\u00f3n o cualquier se\u00f1alizaci\u00f3n general de la tienda, especialmente los mapas, deben ser claros y f\u00e1ciles de leer. Evite las fuentes floridas y un tama\u00f1o de punto que sea demasiado peque\u00f1o. Siempre mida la se\u00f1alizaci\u00f3n: los letreros que son demasiado grandes pueden eclipsar una exhibici\u00f3n y restarle valor al producto.<\/p>\n\n\n\n

\"\"
Cr\u00e9dito de la foto: Shutterstock<\/figcaption><\/figure>\n\n\n\n

Otro error com\u00fan es intentar reciclar los letreros con demasiada frecuencia. La reutilizaci\u00f3n de letreros puede ayudar con el presupuesto y ser beneficiosa para el medio ambiente. Sin embargo, cuando los letreros est\u00e1n hechos jirones y ya no son atractivos, es hora de invertir en otros nuevos.<\/p>\n\n\n\n

8. Mala limpieza<\/strong><\/h2>\n\n\n\n

D\u00e9 un paseo por el espacio comercial y m\u00edrelo estrictamente desde la perspectiva del cliente. \u00bfQu\u00e9 tan limpio es, realmente? Es esencial que las tareas dom\u00e9sticas generales, como pasar la aspiradora, quitar el polvo y limpiar las ventanas y los espejos, se realicen a diario. Los clientes no quieren agarrar un art\u00edculo del estante y salir con los dedos polvorientos.<\/p>\n\n\n\n

Otros problemas a tener en cuenta son exhibidores con piezas rotas o faltantes, luces que necesitan ser reemplazadas, pegatinas despegadas, letreros descoloridos o alfombras deshilachadas que pueden convertirse en un peligro de tropiezo. Ah\u00ed es donde el auditor\u00eda minorista<\/a> entra en juego. Las auditor\u00edas minoristas impulsan un mayor cumplimiento de los est\u00e1ndares de la marca y ayudan a resolver problemas antes de que afecten el resultado final.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

9. No maximizar la zona de pago<\/strong><\/h2>\n\n\n\n

Una vez que los clientes ingresan a la zona de pago, es probable que realicen su compra, pero \u00bfest\u00e1 maximizando ese espacio? Aproveche el espacio de la caja creando un ambiente tranquilo y bien iluminado. Muestre art\u00edculos nuevos o populares en la pared detr\u00e1s de la caja y aseg\u00farese de que los asociados puedan responder preguntas sobre estos art\u00edculos.<\/p>\n\n\n\n

No abrume al cliente con demasiados productos complementarios expuestos en el mostrador o en el pasillo de pago. Los clientes esperan que los art\u00edculos de impulso est\u00e9n en esta \u00e1rea, pero demasiados pueden crear fatiga de decisi\u00f3n.<\/p>\n\n\n\n

10. Escaparates infrautilizados<\/strong><\/h2>\n\n\n\n

Los escaparates tienen el poder de atraer a nuevos clientes y animar a los clientes habituales a que echen un vistazo a los \u00faltimos productos. Las pantallas con poca luz, las ventanas abarrotadas o las presentaciones visuales que no se han cambiado en semanas no har\u00e1n el trabajo.<\/p>\n\n\n\n

Conf\u00ede en piezas modulares como pantallas suspendidas para aprovechar al m\u00e1ximo el espacio, atrayendo la atenci\u00f3n de arriba a abajo, o soportes de pantalla de altura variable para crear m\u00e1s inter\u00e9s visual.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Los cambios simples pueden marcar una gran diferencia para una tienda. Nada garantiza el \u00e9xito instant\u00e1neo, pero evitar estos 10 errores comunes realmente puede ayudar. Desde mejorar el servicio al cliente hasta exhibiciones potentes, es hora de repensar sus estrategias de comercializaci\u00f3n.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n
\n
\"amit<\/figure>\n<\/div>\n\n\n

Biograf\u00eda del autor:<\/em><\/strong> Amit Adler es vicepresidente de ventas de UDIZINA<\/a>, establecida en 1995 y distinguida internacionalmente por la diversidad de sus sistemas de exhibici\u00f3n. Adler tiene experiencia en ventas internacionales y desarrollo comercial. <\/em><\/p>","protected":false},"excerpt":{"rendered":"

Las necesidades del cliente deben ser una prioridad para la comercializaci\u00f3n de la tienda. Si bien los productos y los precios correctos son importantes, son los clientes los que marcan la diferencia. Sin una combinaci\u00f3n de clientes nuevos y recurrentes, los negocios minoristas fracasan. Seg\u00fan la Oficina de Estad\u00edsticas Laborales, aproximadamente dos tercios de las empresas con empleados solo sobreviven unos dos a\u00f1os. A \u2026 Seguir leyendo 10 errores de comercializaci\u00f3n que los minoristas cometen y hacen perder ventas<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":61564,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[49417],"tags":[677173885,677173883,7094],"class_list":["post-4971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-merchandising","tag-merchandising","tag-retail","tag-sales"],"yoast_head":"\n10 Merchandising Mistakes Retailers Make That Lose Sales<\/title>\n<meta name=\"description\" content=\"To increase the survival rate for your business, it\u2019s essential to avoid certain merchandising mistakes. 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