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Here you will find relevant information about trends related to the world of retail, merchandising, advertising in general.
20 May, 2019
Is your brand ready for changes in the Retail?
At present, many companies seem to have an uncertain future if they do not adapt in time.
According to the CISCO report of “Customer Experience in 2020”, 70% of purchasing decisions will be based on the experience of the consumer, who is now more demanding, empowered and with a variety of alternatives in products and services.
On technological advances, its development and innovation such as robotics, virtual reality and artificial intelligence are some tools that are beginning to work through startups. An example of this is Mastercard, who has launched in Peru its first chatbot with artificial intelligence.
Now retail will have to give real value solutions giving more importance to its customers than to its own company applying the trend of purchase based on experience.
Studies confirm that the most precious thing for the consumer is their time, that is why the retailers will have to work 24 hours a day, 7 days a week to adapt to the consumer’s time.
Knowing the preferences of consumers will be of vital importance to know their tastes, level and frequency of consumption. Anticipating what a client says or thinks about what to buy to offer tempting incentives is important to gain their attention.
And your company, are you ready for the next generation? [...]
14 May, 2019
The experiences inside the store are important to generate an environment that motivates the consumer to buy.
Branding is the concept that indicates the way in which a brand is constituted, and revolves around the development of the attributes and values that constitute a brand, and that are subsequently communicated to the target audience.
The brands are aware that it is a very powerful component, since through the various elements that make it up, the consumer conceives an idea about the value of the offer, and in the end this translates into credibility and confidence towards certain products or Services, even, helps brands differentiate their offer.
Branding is also key in the positioning of a brand. Today more than ever, retail stores must make a clear differentiation in the market. The experiences inside the store are important to generate an environment that motivates the consumer to buy. The use of certain decoration materials, as well as the way the store is built, together create a brand experience.
According to Fit Small Business, digital signage is one of the trends that are marking the design of retail stores to obtain a greater conversion of sales. This type of signage, for example, allows stores to advertise promotions in an attractive manner. One of the disadvantages is that your costs are high. However, it prevents a sign from being designed every time a promotion is launched. In any case, digital signage is a key component to communicate offers and, at the same time, display new products or information about the brand.
Undoubtedly, branding has a powerful effect on the decision of consumer purchase, because if you consider the elements that revolve around this concept, you will be able to project the personality of the brand in order to identify the products and services that a store offers. In the end, it is possible to mark a differentiation, not only at the product level, but also at an intangible level through the service.
Source: Informabtl.com
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13 May, 2019
Inside a point of sale, brands or manufacturers are in a constant struggle to be the ones that stand out the most, as well as being the most favored by the choice of the shopper. For this, in addition to the shelf location, an additional display can be an effective way to gain notoriety in store and get the customer’s attention.
As part of the Trade Marketing area, the additional exhibitions represent key strategies to elevate the promotion of a product, take it into the hands of the consumer, communicate a discount or special offer, and motivate customers to buy, even when this It had not been planned.
To make use of an additional exhibition that really implies an investment, but not an expense, it is important that the brand in question defines its business objectives, as well as initiating a negotiation process with the retailer so that the assembly, design and permanence of the exhibition is as optimal and effective as possible.
It may be the case that you have a recent release, which is a great opportunity to use this strategy, but it is necessary to define with caution the use of this additional space and reach an agreement with the retailer, price club or other point of sale in question.
Marketing that complements the exhibition
As it happens with the space allocated in shelf or shelves within a category, it is recommended that in an additional display also the manufacturer supports with other BTL marketing strategies to favor its promotion and thus get the client to stop to look and finish buying the product shown there.
In this sense, the following three marketing actions are suggested to boost the additional exhibitions.
POP material: seasonal decorations, striking stands with the name of the brand visible, light inside and different designs, are some of the elements that will make pop material an effective resource.
Proof of product: leaving a little product within reach of the shopper, or having a promoter near the exhibition raises the possibility of the consumer approaching to look, try and even buy.
Visible prices and promotions: it is important that the client be informed if there is a special price or offer, so that when he sees it, he not only attends the exhibition, but also acquires the product.
Source: Informabtl.com
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22 April, 2019
Despite the uncertainty that currently exists in Mexico, before a series of changes that impact on the economy of the country, the companies have not dispensed with BTL marketing to maintain their promotion. And among the variety of strategies that it integrates, the activations continue as the leading discipline.
In 2018, of the 55,291 million pesos invested in Below The Line, 30.3 percent went to activations, that is, 17,629 million pesos, according to the latest data from the Annual Investment Study in BTL 2019, carried out by the InformaBTL Research Department.
The promotion offered to a brand, the possibility it gives to interact and be in direct contact with the target, to offer a different experience and put a product in the hands of the consumer, are just some of the benefits that this strategy gives to the companies that use it, which has remained the favorite of the brands for a couple of years, as shown by the figures of said research department.
Activations in retailers
Even when a brand activation is not limited to a certain space to be carried out, that is, it can be done in open or closed places, retailers are places where, given the level of affluence, it is convenient for the activity to be run by more people.
Diana Lozada, brand beer manager Tecate mentioned that carrying them out in self-service stores is effective because, being in the same place where the product is sold, the customer is persuaded more, in order to awaken their interest and desire to Acquire the product in that same visit, in addition to that in that point of sale are given to know new products or promotions that motivate the purchase intention.
The cinemas are also another type of retailer where this strategy is ideal not only to direct the purchase decision, but also to be disruptive and surprise the customers, since until now they are not a point of sale where they see themselves with frequency differentiated activations. A case that illustrates this is what has been done by Cinemex for a few months, a company that invites part of the cast of some movie in theaters to surprise visitors, an action that benefits the branding of the chain of cinemas, while the makes it more relevant for the consumer, who can increase their visits to their complexes, with the desire to have a similar experience.
Bars and restaurants are other points of sale that, being centers of consumption and coexistence, encourage the purchase of food and beverages, so it becomes an excellent point of contact with the customer to activate it, make it known a certain product and motivate it to buy it in that same bar or restaurant, similar to what happens in a self-service.
Pharmacies are usually a retailer where the activations have gained strength, at least in Mexico, especially the categories such as skin care products or personal hygiene items.
Price clubs are other establishments where activations are recurrent, especially in departments where electronic exhibits, non-perishable products, wines and liquors are displayed, among others.
As for the spaces that can be strategic and represent an area of opportunity, are the gyms, places where an activation of products for personal care and beauty, as well as foods low in fat and sugar, to name a few.
Source: Informabtl.com
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22 April, 2019
At the point of sale you can use different strategies to guide the purchase intention and make a particular brand and product more visible. Therefore, the implementation of an additional exhibition becomes a key action for this purpose.
Valeria Di Cicco, InformaBTL columnist and expert in retail, shopper and trade marketing, points out that using an exhibition of this nature, such as an island or headboard, interrupts the tour of the shopper in the store, which allows the customer to attend certain product shown there, and in this way you feel motivated to buy, even though you had not planned to do so.
Generating this type of impulse purchases benefits not only the brands, but also the retailer in its sales and profitability.
POP material, ally of the additional exhibitions
Although the protagonist in an additional exhibition is the product and manufacturer, it is necessary that the buyer perceives a good communication and clear messages, in such a way that the purchase intention is greater and the exhibition really fulfills its purpose.
In this sense, POP material (Point of Purchase) can be a strategic ally to make the impact of the headland or island greater, attract more attention and contribute to a sale.
But what is the POP material that helps an additional exhibit to be more profitable?
Alberto Flores, Creative Director of the design agency FOIC LECANDA, commented in an interview that this type of material allows a brand to reinforce and expand the communication of a certain message, as well as to put before the consumer additional information that will influence its final decision shopping.
To praise that there is a promotion as a discount, a gift when acquiring a certain article, exposing the benefits that a certain product has, mentioning that with the purchase of certain merchandise a social cause is helped, it will make the POP material responsible for communicating that persuade the client , to the point of motivating a special interest to buy.
According to Storecheck data, 44 percent of shoppers direct their gaze to headers, another 42 percent to the islands and 10 percent to stoppers or hanging on the shelf.
These figures show the relevance of POP material not only within a department and category, but also in an additional exhibition.
According to the Research Department of InformaBTL, of the total invested in 2017, 4.1 percent was allocated to the creation and application of POP material at the point of sale.
Source: Informabtl.com
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16 April, 2019
As of today, promotional items continue to be enjoyed not only by consumers, but also by the brands that make use of them.
Diana Lozada, brand beer manager Tecate mentioned in an interview with InformaBTL that, as well as other marketing actions, the promotions have evolved in terms of design, the type of product delivered, as well as the mechanics to give them to consumers, which has led to prevail and have gone from being a commodity to products that awaken desire in the target.
According to data from the Research Department of InformaBTL, in 2018, 87 percent of Mexicans received at least one promotional item, and 85 percent said that they use these products.
Promotional, why should you use them?
One might think that when using promotional items, what a brand wants is just to be grateful to the consumer for their preference or, in the future, to resort to their goods or services.
However, these are not the only benefits that a company gets from a promotional item.
Data from this research department indicate that among the advantages it offers, there are points that stand out and make this marketing action one of the favorites for certain brands.
Reminder: not only is it about having the name and image of a company in mind, but also to encourage your recall influences future purchases that will favor the brand in question, in addition to promoting the preference towards it.
Generate a purchase: special edition glasses, cylinders with a certain image, notebooks with personalized designs, among others can lead a consumer to buy a good or service, just to get that promotional, and in Mexico there are people who would even pay more for a product, as long as you have the promotional that accompanies it.
Win the customer’s preference: by making this type of items appeal to the emotional side of customers, it is easier to gain the preference of the target, since giving these products denotes a form of appreciation by the brand.
Source: Informabtl.com
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4 April, 2019
In 2018, Dior was the luxury brand that most excited the Mexican consumer, according to a study.
The luxury goods and services industry has grown considerably in Mexico, so much so that it has made the country the largest market in Latin America, after having reported around 7,000 million dollars in sales, only in 2018, according to Euromonitor data. International.
Even though India is the country with the highest growth in this sector worldwide, the Mexican Republic continues to be a strategic country for the brands that belong to this industry, and more before, an increasing demand for premium products derived from the lifestyle, as well as the influence that marketing campaigns have on the consumer’s purchasing decision.
In August of last year, the MLBM agency published its ranking of luxury brands that most excited Mexicans, top ten in which Dior was placed as the leading firm to obtain 48.3 points, followed by Channel, Tiffany & Co. and Rolex, which obtained 41.8, 34.5 and 34.1 points, respectively.
This is how luxury brands seduce in PDV
One of the distinctive elements that characterize both brands and their products, as well as their promotional campaigns, is the aspirational factor, since much of their communication is about the client can achieve a certain status thanks to certain good or luxury service, something that directly impacts your emotional side and that can take you not only to a purchase, but also to a long-term relationship and sense of belonging.
But in addition to this discourse, the points of sale of this type of brands represent a key element to attract the public, make them enter and feel even excited to be there. What makes these retailers get the customer’s attention?
The visual merchandising is one of its greatest allies, because thanks to its decoration, color in its walls, aromas, music, lighting, stock arrangement and layout design make it not only the access and movement inside the point of sale be simple, but also pleasant, which makes the shopper spend more time inside the store and with this his purchase intention increases.
The shop windows are also another factor of great influence, since the vast majority not only shows the latest collection of clothing, jewelry or footwear, but also tell stories that invite you to enter, as pointed out by Alma Martínez, a teacher in Industrial Design the UNAM and specialist in window design, who also states that supported by a good assembly and the integration of other disciplines such as architecture, museography, urban geography, psychology, design and marketing, among others, make a showcase a means of communication between brand and target
In the same way, the service and customer service also turns out to be a factor that prolongs the time of each visit, thanks to personalized consultancies that make the consumer feel like a unique client.
Source: Informabtl.com
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4 April, 2019
Currently, there is a retail price, and a retail of other things. Just look at the history and realize that the retail price never survived. While it is true, the price always worked and always works: the retailers of price, the hard discount (which always existed in all sectors), always gained market shares, led for decades their markets, but what was between them and his clients was a marriage of convenience. The price is always defeated by the price. There always comes someone who defeats you on your land if this is the price.
Analyzing the history of retail in most markets, it will be noted that all those who were leaders did so for more than the price: Hubson Buy in the nineteenth century, Piggly Wiggly in the 20s and 30s, Sears in the 40s, 50, 60, El Corte Inglés, Harrod’s, Macy’s, Isetan, Walmart in the 90s and 2000s, Alibaba, Amazon … And if you analyze the fall of many of them it was when they approached what they were not, when they flooded their corridors of discounts and it happened that the price became its maximum attribute, when they could not be competitive with other retailers whose DNA was the price.
It is enough to walk through the streets and see so much of the same, so much store that will flee from my memory as soon as I leave it. They change the color of the carpets, the light of the ceilings, the assortment, the things they sell … but in the end one has the feeling many times that it is in the same store, where everything revolves around the discount, the cheapest possible , to search and compare, to 2 x 1, among others.
That is why I try to find those retailers that seek more the experiential side, the natural destiny of thousands, millions, hundreds of millions of consumers who prioritize other things that is not the price. An example of this is the supermarket Carulla, of the Éxito group, which is a very interesting proposal from the conceptual point of view. Founded more than 113 years ago, one of the oldest, has more than 100 premium supermarkets in Colombia but its new Carulla Fresh format represents that retail that goes beyond the price, This new format has 26,000 national and international organic products rotating all around the “experience” such as: cava and wine schools, flower workshops, bread ovens, mozarella workshops, coffee experience.
For this reason, companies that succeed in retail will be those that, more than products, are capable of providing experiences.
Fuente: Mercadonegro.pe
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29 March, 2019
One of the secrets in the world of marketing is knowing how to take advantage of the importance of colors to position a brand in the market and keep it in the long term.
The objective is that the consumer associates a certain sensation with a brand through color. By being consistent with a specific color, the brands show a continuity with the consumer in the market.
The German sociologist Arnd Zchiesche explains that brands are only value judgments about the product and that association can be achieved in a positive way through colors.
“A brand is always a social phenomenon with commercial repercussion. Also this does not work in reverse. When a social phenomenon is achieved it is a market asset that can not recreate or pay millions, “says Zchiesche told Deutsche Welle.
Example
Companies like Telekom used this strategic decision to completely change their appearance before the consumer. After millions of dollars marketing campaigns, the German telecommunications company assumed the color magenta replacing yellow and is now protected internationally.
“We have five people in the legal department responsible for protecting the color of the brand,” says a representative of Telekom.
The copious legal disputes between companies for the question of whether a brand can seize a specific color shows the relevance of this marketing strategy.
Source: Informarketing.pe
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25 March, 2019Due to its high load of creativity you need, sl street marketing usually generates good engagement, but also a good brand awareness.
The activations, the promotions, the material at the point of sale are some examples of the marketing channels, each of which not only has its own specifications, but also has its benefits. Among all the elements that make up the below the line, for its creativity and its visual impact, street marketing is one of the branches that stand out. But, what are the advantages that it has? Precisely ne the following lines will address some of the most important points.
Perhaps one of the main advantages of street marketing is, as already mentioned, the visual impact that campaigns of this type usually generate. Usually, people are caught on public roads by structures or interventions that are generated as part of a strategy of this type.
Street marketing strategies usually require a good amount of creativity. So they have to generate strategies that are considerably creative, which, in one way or another, allows people to live an experience, which they carry with them, which is associated with the brand that made it.
Depending on what is done as part of the street marketing strategy, there are some campaigns that can remain on the public highway for a long time, so that the exhibition is guaranteed 24 hours a day, the feel days of the week.
However, just as it happens with the OOH, when a strategy of this type begins to form part of the landscape, it is necessary to withdraw it or change it so that people can continue to be surprised and in order to generate experiences that leave a deep imprint in the memory of people.
Source: Informa BTL
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16 October, 2018Like other industries, BTL marketing has been transformed since its emergence to the present day. A very clear example is what is currently known as marketing 3.0, which, instead of focusing on the product or the target, goes a step further.
In the industry below the line, the medium is what is evolving, because now, through different actions, an emotional connection with the client is sought. Precisely about this spoke Alejandro Corona, marketing director of Aspel, in his conference “Innovation through emotional connections”, on the second day of the BTL Conference.
One of the first questions mentioned by Alejandro Corona in his presentation was the difference between innovation and creativity: while the second refers to thinking about something new, the second is based on doing it. So the main distinction lies in the implementation of a creative idea.
“Emotions sell” ,said Alejandro Corona in his speech, mentioning that it is through the emotional connection that a brand can directly generate a reaction in the consumer and the shopper.
Emotion, as a pristine psychological factor in human nature, can be divided into four distinct categories: happiness, sadness, anger and worry. These elements work as purchase motives, so both brands and agencies must begin to create materials that connect emotionally.
However, how can information be obtained to generate an emotional connection with the consumer? Alejandro Corona explains that it must be done through research, to know the psyche of the clients and thus be able to obtain the necessary insights to generate campaigns and strategies that generate a powerful impact.
“The insights with indispensable” ,said Alejandro Corona, who also said that they are totally necessary to generate campaigns nowadays and that requires, beyond a focus group, an anthropological study.
What strategies work well to connect emotionally with people? Alejandro Corona explains that it can be done through social media; However, he highlighted the relevance of content as “king”, currently in the below the line and in marketing in general.
Source: Alejandro Ramírez – InformaBTL
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9 October, 2018Big brands like Coca Cola or McDonald’s are very well positioned, they also had a long way to go.
People specialized in the world of advertising, know well the primordial colors to achieve success in a campaign. Just as big brands like Coca Cola or McDonald’s are very well positioned, they also had a long way to go.
The color that is between the two mentioned brands is red, which is in first place in the list.
RED: According to several psychology and marketing specialists, the color red shows power. It also gets the attention of people. This is why it is most used in marketing campaigns.
BLUE: Blue is always a good option when a company wants to be trustworthy and fresh. It also provides better results.
YELLOW: This color provides power and illumination. In addition, it also attracts the audience. Represents confidence and increases levels of optimism because it causes the release of serotonin, the hormone of happiness
ROSA: It is the ideal color for a feminine and young company.
GOLD: It is the perfect color for campaigns focused on power and luxury. At BTL it represents prestige, wealth and is associated with high quality products.
GREEN: Represents harmony, restoration, peace and balance. It also means a balance when it comes to campaigns.
ORANGE: It is powerful and attractive. Representing the most commercialized products in a fun and fresh way.
COFFEE: BTL campaigns demonstrate stability and reliability, also suggest sobriety and friendship. It is used to break the barrier between the business and the customers.
PURPLE: It is a dominant color, connotes sophistication and abundance, also represents royalty.
BLACK: This powerful color can represent the modern or traditional, the exciting or relaxed, is used to contrast colors. It also adds drama and suspense.
Source: Mercado Negro
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1 October, 201870% of the consumption is made through the traditional channel and the wineries are a very strong element in the purchase of the Peruvian.
The traditional channel in Peru is one that allows you to sell a product to the consumer through markets, warehouses and kiosks.
Among the main characteristics of the traditional channel is that the number of points of sale does not decrease despite the growth of the modern channel. In addition, it is the main means for sales of the categories of first necessity.
The economic situation causes the shopper to take refuge in the traditional channel and make daily purchases, hitting the self-service channel that is designed to generate a greater purchase routine.
“The average family makes small or medium purchases in the traditional channel. More than 80% of the shopper’s spending is by basic categories, “said Cecilia Ballarin, Client Development Manager of Kantar Worldpanel.
In the interior of Peru, the wineries and markets continue at the top, reflecting more than 90% of sales; and in the case of the capital, 70%.
The traditional channel responds especially to the need of a population whose income is daily or weekly, a population that represents more than 50% of the EAPO that forces them to make the purchase on a daily basis, with a small volume and in a nearby place.
It should be noted that the markets and warehouses are a distribution channel more than the companies choose to take their products to the consumer in the most complete, efficient and economic way possible.
CHARACTERISTICS OF THE TRADITIONAL CHANNEL
– Price is a key element
– There is little brand fidelity
– Daily or weekly income with little access to credit
– Daily purchase frequency
– Does not have own transport
– The high informality of the traditional channel allows to have low operating costs and therefore good prices
CHALLENGES AND STRENGTHS OF PERUVIAN BODEGAS
The wineries are present in our day to day.
These stores compete with the modern commerce that little by little has managed to advance in its penetration in the last 20 years.
“70% of the consumption is done through the traditional channel and the wineries are a very strong element in the purchase of the Peruvian,” said Yadira Kawasaki, business development manager of Fundes Peru.
To date, there are approximately 400,000 wineries throughout Peru, of which about 200,000 are concentrated in Lima on average.
Today, the challenge of the wineries is to renew, diversify and improve the services they offer their customers against the competition.
“The winemakers must diversify the forms of payment and that is not only cash because they are competing with the convenience and discount stores that have implemented POS. A differentiated offer of services and products will allow entrepreneurs to begin to feel the impact on their businesses, “Kawasaki told Peru Retail.
He also said that they want winemakers to realize the important role they have in people’s daily lives.
However, the wineries have great challenges to be able to compete with the convenience and discount businesses.
“Today its new competition is convenience stores and discount, because there is a vacuum that the winemakers have not filled, composed of modernity and technology,” said Víctor Guaylupo Marroquín, director of the School of Business Development of Arca Continental Lindley.
SALE OF BEVERAGES
For the winemaker, the sale of beverages will always be important, approximately 20% of the total. That is, 1 out of every 4 that goes in buys a big or small drink.
Among the buyers, the drinks represent 44% of their spending per purchase trip (average of 6 soles per soft drink).
Source: PerúRetail
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24 September, 2018Within the variety of disciplines of Below The Line, the organization, planning and execution of events is one of those that generate the greatest expectation among the public, as well as being one of the brands’ favorites.
At the end of last year, the investment destined to event marketing in Mexico was 12,450.9 million pesos, that is, 24.3 percent of the 51,879 million pesos that were invested in the BTL industry, besides being the second most important service. offered by agencies in the country.
Seminars, congresses, conferences, exhibitions, fairs, conventions, product presentations and festivals are some of the types of events that a brand, from the hand of a supplier, can develop for specific promotional purposes.
Trends in events
While a festival is very different from a seminar or convention, there are certain elements or trends that converge in the vast majority of events, and more in response to the demand of audiences to receive memorable experiences, which is ideal for brands that have , as one of its main objectives, to motivate an emotional connection with its audiences.
In this sense, Eventbrite and Global Meet and Events Forecats of American Express suggest the following trends.
Convenience: that is, that the place where an event takes place has easy access routes, such as roads, airports, nearby hotels and other points that make their arrival and departure simple and optimize times.
Non-traditional locations: museums, squares, not very used establishments, lounges, among other enclosures or outdoors are some of the sites that can work to improve the experience when dealing with unusual places to make an event, but which are sure to be attractive for the attendees.
Use of new technologies: virtual reality, for example, is one of the most required in events of various kinds; thus the lived moment is maximized, as well as the emotions experienced.
Live broadcasts, via streaming: César Monzón, Sony’s Digital Business Manager in Mexico and Latam mentioned in an interview that, thanks to this type of resource, a brand can increase interaction in social networks, as well as awareness and preference for the firm.
Activation of sponsorships: acting as a sponsor in an event allows the development of other marketing actions at par, such as activations, direct marketing, delivery of promotional items, among others.
Development of mobile apps of the event: create applications that show schedules of bands presentations and the scenario where they will be, that allow to select the groups of interest and emit alerts when they are close to going on stage, informative content about the event, among other types of Data optimizes the experience even more.
Sustainable actions: applying circular economy actions such as the creation of thematic vessels, made from barley husk or compostable materials, is a trend that has been well received, which, in turn, bring added value to the consumer, improve branding , help the environment and make attendees feel identified with the brand.
Another aspect that, besides being a trend is a key factor and indispensable in any event, is the security for all attendees. In this regard, Fernando Famanía, Co-Ceo of the Ifahto agency mentioned in an interview that, in Mexico unlike other countries, it is a little care that should be a priority for brands and suppliers to guarantee not only the good execution, experience and results of the event, but also to safeguard the integrity of each and every one of the attendees.
Source: Lizbeth Sierra – InformaBTL
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21 September, 2018The visual and sensorial aspects in a store are fundamental to be able to specify the sale and generate brand positioning.
The visual aspects in a store are fundamental to be able to specify the sale and generate brand positioning.
Visual merchandising is a strategic tool that involves the generation of an attractive, sensory and emotional environment to encourage purchase in the user using all available physical space.
The consumer should be attracted to the products displayed in the store, for that it is important to ensure that the visual aspects are in harmony and that they are in trend.
To be able to make the purchase, it is important that the items in the store are organized and ranked around the concept of this. These elements involve the products, lighting, furniture, showcases, typography and colors on the signs, among others.
IMPORTANT ASPECTS OF VISUAL MERCHANDISING
Aromas: The sensory senses are important in the shopping experience, therefore, companies select a particular aroma that is present in all its premises and even impregnated in the clothes so that the user can easily identify it.
Lighting: Depending on the products of the store you can find a different lighting and according to the theme of the place. Department stores tend to have more dynamic lighting, while specialty stores such as boutiques tend to be more subtle in terms of lighting to highlight certain products.
Signag: The graphic immersed in the store has a very important identity component, however, the function of guiding the customer inside the store is also important. The testers, boxes, counters, section of shopping bags must be well distributed to ensure that traffic is agile.
¿WHAT IS THE DIFFERENCE BETWEEN VISUAL MERCHANDISING AND WINDOW DRESSING?
In both cases, what you want to achieve is to project a consistent brand image and that the buyer can recognize it just by looking at the appearance of the store, colors, smell, furniture, among other things.
This is why the choice of all these elements should be consistent with what the brand wants to convey to consumers and how they want the competition to see it. The colors as well as the typography, are aspects that determine the style of the products as well as the personality that is wanted to transmit to the objective public.
WINDOW DRESSING AND VISUAL MERCHANDISING
These two activities need to work aligned to the brand concept. The visual merchandising what it achieves is to retain the user in the store thanks to all the visual and sensorial elements and to encourage it to the purchase, the key is to create a close environment with the client, who feels comfortable in the store and who returns in the shortest possible time.
On the other hand, window dressing is responsible for capturing the greatest possible traffic in the surroundings close to the store. This action is responsible for attracting the attention of buyers who are a few meters away from the store and who in passing are interested in the products by the type of showcase assembly found in the showcases.
The value proposal must be identified and be able to mark what is the trend for the consumer and the item in which the store is located. If it is a clothing store, the armed showcase should have the latest trend in that area and make it look like something unique.
Similarly, stores such as toy stores, accessory stores, sports, among others, create a context around their products and the space itself in the shop window. While the experience that emerges from the products is more real seen from outside the showcase, the customer will enter without any doubt.
Source: Perú Retail
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17 September, 2018By introducing a new product in the market, brands use different strategies to communicate to the consumer about their launch and motivate their interest in it. One of them is packaging, which, besides containing and protecting what it contains, keeps a commercial and image function in such a way that it has a striking presentation for the target.
In 2017, 65.9 percent of consumers in Mexico said that being in front of a packaging that is attractive to them, this may be sufficient reason to change their purchasing decision, as indicated by the Research Department of InformaBTL.
The fact that a package and its design have the ability to modify an intention to purchase, responds to how it is perceived by the client and how it reacts at the brain level.
Charles Spence, professor and head of the Intermodal Research Laboratory, part of the Department of Experimental Psychology at the University of Oxford, affirms that the colors, smells and textures of a packaging are key factors, at the moment not only to make the purchase decision, but also when it comes to identifying a brand, hence several packages, wraps, bottles and others have a certain color palette.
In this sense, there are trends in design that, in addition to influencing the perception of the customer to make their purchase decision, have made the packaging allows a brand to stand out on the shelf.
SIMPLICITY
Minimalist designs, with few graphics but that highlight the image of the firm, facilitate a better reading by the shopper, besides looking cleaner and more orderly.
PASTEL COLOURS
This type of colors and tones are aimed at the sensibility of the users, besides being a great option to give the products a warm aura.
PHRASES WITH LARGE TYPOGRAPHY
A good way to get the attention of the shopper, send a clear message and facilitate the reading and understanding of what you want to communicate, the use of large-scale typography is a trend, which requires a correct choice of typography, as well as of colors and location in the packaging.
STRUCTURES, ILLUSTRATIONS AND VINTAGE DESIGN
This type of packaging, in addition to evoking a fashion and culture, gives the brand and product a strong identity, if it is a launch it strengthens its promotion and awakens in the consumer an emotional connection given the nostalgia it generates.
USE OF HOLOGRAPHIC ELEMENTS
The holographic foil stamping can turn the ordinary into something out of the ordinary, since it is able to add depth, texture and different effects.
Source: Lizbeth Serrano – InformaBTL
[...]
25 May, 2018The Pura Vida case, the discussion of whether Sublime was chocolate or not, or the presence of parasites in Florida mackerel preserves have been some crises that affected the main mass consumption brands last year. A year in which, without a doubt, the credibility of the companies was questioned.
In this scenario, the Estudio de Marcas 2018, which is developed every year by Arellano consultant for Día1, has gone further and includes – in addition to remembering – the level of credibility and relevance that consumers give to those brands they use most frequently. . Let’s see.
THOSE THAT LEAVE FOOTPRINT
Aligned to the trend marked since 2017, this year’s ‘top of mind’ has reaffirmed the presence of technological and sports brands in the top ten most memorable ones. Along with, of course, the brands of mass consumption, among which Gloria remains the queen, despite the reputational crisis she experienced last year.
While the leadership of the emblematic brand of the Rodriguez Rodriguez is indisputable, this 2018 fell a point against last year and shortens the gap against its competitors in the ranking. It is worth mentioning that in 2017 he already suffered a setback of five points.
Enrique Bernal, manager of Solutions of the consultant Arellano, explains that the loss is due both to the setbacks that the brand had as to a very active competition, which is gaining more space in the day to day of the people, “he says.
For his part, Marcel Verand, an expert in personal branding and teaching at Pacífico Business School, points out that one should take into consideration that today consumer tolerance has dropped considerably, even with ‘lovemarks’.
The leader is followed by Coca-Cola, Samsung and Inca Kola among the most remembered. Stresses the recovery of beverages within the count against the setback of 2017 because of the El Niño coastal phenomenon. Bernal argues that the absence of a similar event and a greater frequency of consumption allowed them to recover their privileged scepter.
The technological brands, on the other hand, also have a prominent presence in the Arellano list. Samsung is in the third position and a little behind are LG and the giant Apple, which continues to climb in the minds of Peruvians.
Bernal indicates that the technology is gaining a predominant space, to be part of the daily life of people. And do not be wrong. Ítalo Zolezzi, marketing manager of Consumer Electronics of Samsung, reaffirms this when he points out that Samsung has the objective of providing more solutions to be in the different moments of people’s lives through technology.
The sports brands, meanwhile, tread strong among the favorites for the second year in a row, despite a slight setback this year. “His presence is related to a more sporty lifestyle and, above all, to a preference for a more casual way of dressing,” says the consultant’s analyst.
CREDIBILITY IN JAQUE
Although Gloria leads the ‘top of mind’ ranking consecutively, when we talk about credibility with its consumers, the brand appears a little more relegated. According to the study, it ranks behind its direct competitors in the dairy, food and beverage categories. The Pura Vida case is not forgotten? Has the consumer become more suspicious of brands?
For Bernal, it is clear that it has impacted not only Gloria but the entire dairy category. In as much, Verand assures that the lack of credibility transcends to the marks. “The context of the country is a bit felt by corruption and widespread distrust, and that also moves to brands. It costs the consumer to forgive mistakes ” judgment.
In the case of dairy products, for example, the main motivation for a purchase today is respect for the law and transparency. A fundamental issue that denotes consumer demand and a greater concern to ingest quality products. Moreover, after the crises of last year and the latent discussion around the law of healthy eating and changes in labeling.
“The experience with Pura Vida has allowed us to learn on several fronts and one of them is that we must go far beyond what the law requires, to exceed the expectations of our consumers. So we have started several projects that will be announced very soon, “says Gloria to Día1.
According to the report, white line, universities, clinics and beverage companies are those that today enjoy the greatest credibility for Peruvians. With brands such as Samsung, PUCP and AJE with a confidence above 80%. The other side of the coin is insurance, department stores and telecommunications companies. Movistar, Ripley and Rímac throw the worst statistics.
For Verand, Movistar has not managed to establish a strong link with the consumer or to retain it, and now it suffers. Entel, in a short time, conquered that confidence.
As for Ripley, apparently, it would not have been completely cleaned up of the allegations of labor abuses facing the consumer, which is why it barely borders on 33% of credibility, adds the professor. Bernal says that, related to this, consumers begin to value more the contribution of brands to the improvement of society as a real motivation for purchase.
Although respect for the law and contribution to society are not yet among the first motivations of purchase (right now are the quality and fair price) at a general level, the executive ensures that they are factors that appear more and more often as reasons purchase of Peruvians and are escalating in the categories of mass consumption.
What will brands do to reinforce trust and stay fixed in the consumer’s mind?
Source: Claudia Inga – El Comercio [...]
24 April, 2018México es de los países que más compras realizan fuera del hogar, por lo tanto, para ciertas categorías, el consumo fuera del hogar es importante para impulsar el crecimiento.
Fabián Ghirardelly, Country Manager de Kantar Worldpanel México, agencia líder en conocimiento de hábitos de compra de los hogares, nos comparte su opinión sobre cómo convertir el comportamiento de compra en una ventaja competitiva y crecer ante un entorno de incertidumbre.
A continuación, el directivo comparte 10 puntos importantes a tomar en cuenta para no dejar de estar presentes en los hogares mexicanos, cualquiera que sea la vía por la que se quiera llegar.
1. Impact more households
The most important way for growth is to reach as many Mexican households as possible. This is the best way to obtain a higher return on investment and greater market share.
2. Impact more channels
From the small shop on the corner, the sale of door to door, to the modern channel, the brands must be present in as many points of sale as possible, since this will boost their growth.
3. Cover new cities
Mexico is huge and clearly the brands can improve their development having presence in more cities of the country where they have not yet arrived.
4. Successful innovation, high impact innovation
In the country the development of innovation is high, but unfortunately there are few successful cases. It is important to understand and know the buyers to be able to offer attractive solutions and thus have a high impact on the market.
5. Attacking new moments of consumption
Many brands, by their nature, have concentrated their efforts on specific consumption moments. The challenge now is to look for uses or occasions of consumption to develop brands. Knowing with what type of products the brands coexist will give them a guide to where to go.
6. Attract consumption outside the home
Mexico is one of the countries that make the most purchases outside the home, therefore, for certain categories, consumption outside the home is important to boost growth. Brands must offer appropriate formats in correct channels, it is essential to grow in an uncertain environment.
7. Obtain purchases of new price points
Covering new price points (disbursements) in the category will be a new source of income. From Premium options and also opportunity in affordable options.
8. Communication more linked to consumption
It is becoming increasingly difficult for brands to invest in media, to have a more efficient and effective communication, the ideal is to understand which means the most frequent buyers of the brand consume to seek their loyalty or understanding the non-buyers of the brand to attract them.
For each type of buyer the communication must be differentiated: the first case is the most emotional and for the second most functional case.
9. Optimize the development of categories
Certain chains show less development for certain categories or, conversely, they encourage growth. It is critical that brands optimize development by specific channels and channels.
10. Effective promotions
Promotions are important for brand sales, but they must take care of their planning so that your target audience generates greater impact and loyalty. For example, when promotions last a long time, they play against each other because they lose the credibility of consumers.
Source: Perú-Retail [...]
14 March, 2018It is estimated that Mexico would have reached 54.2 billion pesos, according to the InformaBTL portal.
Commercial communication has become increasingly dynamic with technological developments and the interpretation of consumer needs, increasingly present in the tasks performed by brands.
This has allowed the redefinition of the concept of the consumer, because now there is greater knowledge of its route within points of sale, the feelings it registers before certain campaigns and the interest it has for certain products based on needs and demand for content.
From this scenario there are five actions that can be implemented in a BTL strategy:
1. Approach the consumer
Meet the new consumer
Identify your omnichannel profile
Develop predictive models
Understand privacy that demands
Identify the digital impact on it
2. Point of sale strategy
Size the challenge that Mexican retailers have to offer an omnichannel experience
Know the golden rules to be an omnichannel retailer
Understand retail pricing strategies
Know the trends in point of sale: technology, showrooms, smart mirrors, shops without rows and purchase with face reader
Meet the Shopper journey: the digital future at the point of sale
3. BTL Digital
Big Data in BTL
Understand the power of personalization in a BTL strategy
Social networks as a protagonist in eCommerce and the payment trends within which it has
Virtual Reality, Artificial Intelligence and Personal Assistance
4. Experience marketing
Create an experience marketing strategy
The tools to generate shopping experiences
The challenge of experiential marketing: How to capitalize on brand experiences?
Content marketing as a generator of experiences
The mobile experience of the consumer
5. Entertainment and influence
Brands as the future of entertainment
What role influencers play in entertainment
The role of stadiums, tournaments, concerts, sporting events, as a marketing opportunity
Activation of sponsorships and experiences within the event
The future of entertainment marketing
In order to know each of these points in detail, the Below the Line and Entertainment Diploma is composed of interesting and cutting-edge topics about BTL, through which you can analyze the different strategies used in current commercial communication to understand the consumer purchasing behavior, know what are the different ways to get there, know the global trends of BTL and its effects on the mix of digital marketing, among many other topics.
In 10 classes you can learn from the experience of teachers each with a long career in the marketing industry Below The Line. Undoubtedly, with their teachings you can create innovative strategies that will impact your target audience. The Diploma in Below the Line Marketing and Entertainment is the only program of its kind worldwide, which has an international curricular certification endorsed by the University of Nevada, Las Vegas.
Source: Merca2.0 [...]
13 March, 2018In corporate events, such as presentations, exhibitions or fairs, it is important to draw the attention of the attendees to approach your advertising stand. Achieving it is essential to get prospects and potential customers.
However, getting attendees to come to the stand, feel interested and ask questions is not an easy task. In the place there will be much competition and distraction, so it must stand out from the crowd and resort to advertising. Given this, the use of technology as an advertising medium is the option that guarantees results, says Stringnet.
What is technology as an advertising medium?
These are solutions that employ technological methods to transmit messages and ideas of a brand or a product with an advertising objective. For this innovative resources are used, such as virtual reality, augmented reality, holograms, 360 ° videos, video mapping, among others.
The combination of types of solutions, whether audiovisual, multimedia or interactive, offers an infinite potential in terms of the way of transmitting a message. Therefore, it is unmatched for other forms of advertising.
Why use technological resources as an advertising medium?
The traditional means of advertising at corporate events no longer offer great effectiveness because they have become a “commodity”. They no longer arouse interest in people. On the contrary, technological means are very powerful resources to capture and maintain the attention of people.
Who would not want to experience a virtual reality game for the first time in their lives? Who would refuse the opportunity to be part of an augmented reality experience? It is just that condition of novelty and innovation before the public that offers an attractive differential in relation to traditional methods.
Of course, differentiating is essential. While all (or most) of companies use traditional methods to promote their brand or their products, the one that differentiates itself with innovative and eye-catching technological resources, will attract the most future clients.
Finally, if the content and the appropriate strategy are added to the technology, you will be able to impact the public with unforgettable brand experiences.
Source: Informa BTL [...]
15 February, 2018Se pronostica que en el 2019 las transacciones a través de móviles alcancen los 1,080 mil millones de dólares a nivel mundial.
Las transacciones en efectivo o sin efectivo es un tema importante para toda empresa. Actualmente uno de los principales métodos de pago que está cobrando mayor relevancia en el mercado a nivel mundial son pagos móviles.
Una estadística de TrendForce publicada en Statista presenta la previsión de la evolución del volumen de transacciones realizadas mediante pagos móviles a nivel mundial desde 2016 hasta 2019. Según la firma, para el año 2018 se pronostica un volumen de transacciones mundiales realizadas desde smartphones superior a los 900 mil millones de dólares, cifra superior en comparación el año anterior con 780 mil millones de dólares. Sin embargo, se prevé que esta aumente a 1,080 mil millones de dólares en 2019.
A propósito, Accenture realizó una encuesta a consumidores estadounidenses sobre medios de pago en 2017 y descubrió que existen diez tendencias, las cuales impulsarán el futuro de los medios de pago. A continuación te los presentamos:
1. The growth of generation Z
According to the firm, this demographic group does not remember anything before Google, Apple, Facebook and Amazon, so it will influence the payment methods of other consumers.
2. Mobile finds its rhythm
Similarly, delivering a mobile payment experience is basic, and is required for the battle for the consumer.
3. The user experience is the new gold
This battle for the consumer is leading companies to create differentiated experiences to attract the attention of consumers.
4. The revolution of rewards
The award ceremony will be more relevant for consumers. Therefore, the actors of the means of payment have the opportunity to deliver prizes according to the needs of the lifestyles of consumers.
5. The merger between fintechs and banks
Finally, perhaps one of the most interesting trends is the integration of technology to improve financial activities. According to Accenture, fintechs and banks will boost the future of transformation in means of payment. Banks have brand recognition, industry knowledge and a customer base to scale.
[...]
11 December, 2017The retail and mass consumption sector will back 3.2% in this Christmas campaign, according to EY Peru.
During this year’s Christmas campaign, the retail sector and mass consumption will fall 3.2% in the Peruvian market compared to December 2016, although there has been an increase in the number of buyers since July and a better consumption due to the globalist fever, as revealed in its report EY Peru consultant.
Although football fever slightly overshadowed the start of the Christmas season, retail and mass consumption companies have been launching offers since the end of October as a strategy to counteract the slight drop in consumption that was expected, compared to the Christmas campaign of 2016.
For the Chamber of Commerce of Lima, the demand for gifts and food for Christmas 2017 could decrease due to the expense or indebtedness that many families had to assume as a result of the events of the Coastal Child Phenomenon.
“In the north of Peru, the influx of buyers to retailers has had a constant increase in recent months (5.1% in July, 7.8% in August, 10.5% in September and 12.9% in October) unlike what has been happening in Lima and in the southern region. Despite the outlook, the sector shows strong growth due to the opening of new shopping centers, “said Mireille Silva, Audit Partner of EY Peru.
However, Silva indicated that expectations continue to be auspicious throughout the sector. “Especially, this year sales in traditional channels (markets, galleries, warehouses, among others) will be superior to those of the modern channel (supermarket, shopping centers, online stores, among others),” he said.
According to the pollster GfK, in its 2016 survey about the Christmas campaign, 72% of Peruvians had planned to carry out their Christmas shopping in traditional channels, while 34% thought of doing it in modern channels; and it is expected that the trend will continue for this 2017.
“The reading of this statistic makes it clear that Peruvians are still willing to spend at this time, and identify traditional channels as cheaper and more profitable places to buy. Fortunately, the conjuncture of the classification to the soccer world cup has been a fact taken advantage of by many companies, especially of the textile, garments and household appliances “, the specialist emphasized.
Usually, the months of September, October and November are the most dynamic, since in that period the companies finance their inventories for the Christmas campaign. In this period, the sum of the products imported and acquired locally by the retail and mass consumption companies grew 5% compared to the same period of 2016, according to the logistic operator Dinet.
In 2016, Peruvians disbursed S / 540 million in food (panettone, turkey, hot chocolate, etc.) and more than S / 1,263 million in gifts only for Christmas. However, the demand for gifts for Christmas this year could decrease due to the expense or debt that many families had to assume for coastal El Niño.
For its part, the RDC consultancy, indicated that in December it is expected that the affluence of public in retailers back 3.2%, compared with December 2016. Additionally, Apoyo Consultoría mentions that 2017 will close as the year of lower growth of the last decade, taking into account that the basket of mass consumption between January and August contracted by 5.4%.
On the other hand, EY Peru indicated that in 2018 the sales of the main retailers are expected to improve, with non-conventional formats leading the growth of the sector. “The trends that will shape the business environment will be: the arrival of new international competitors (IKEA, Amazon), the expansion to the provinces of shopping centers, and the accelerated growth of the online channel,” concluded the EY Peru specialist.
Taken from: PerúRetail [...]
29 November, 2017With Peru in the 2018 World Cup in Russia after 36 years, various sectors will benefit. Companies, whether small or medium-sized, can generate new opportunities, thanks to the panorama that is presented after the classification of the Peruvian team to the World Cup.
Arnaldo Aguirre, Manager of Multiclient Studies of Arellano Marketing, said that 78% of Peruvians are fans of a national football team and that 83% watch national football games on television, thus proving the interest in this sport.
Regarding the media, Aguirre remarked that there are 1’000,000 radio listeners who dedicate between 1 to 2 hours a day to listen to sports programs and that there are more than 7 million fans on Facebook who follow a team from the national championship.
“Peruvian soccer has a great impact on the written press, since all newspapers have a sports section. In addition, compared to Argentina, Peru has more newspapers especially sports. This is a point that allows us to know the great potential that our country has, “said Arellano Marketing executive.
WOMEN MORE AND MORE FANATICS OF FOOTBALL
Breaking with the prejudice that football is a sport directed only for men, Arnaldo Aguirre said that 1 in 4 women go to the stadium to encourage the national team. This leads to determining that the new strategies should be designed for the female audience, as they are the ones who make the most decisions at home.
AUSPICES AND SPONSORSHIPS
Luis Carrillo, specialist in sports marketing, explained the difference between sponsorship and sponsorship, highlighting that sponsorship is a contract for long-term image rights, while sponsorship is a contract for advertising in a short-term media .
The specialist informed the audience about the different business opportunities that both large and small companies can take into account in order to take advantage of football fever. Being an official supplier of the selection is a business alternative if the company has a large budget. For example, sponsoring a selected player is an option that can cost approximately $ 100,000.
USE SPORTS INFLUENCERS IN SOCIAL NETWORKS
An asset that helps get data is sports tourism, having an alliance with these companies and make a draw. Through this method, you can get 800,000 records. Likewise, working with sports influencers is a new alternative that allows generating greater reach through social networks, since in 2018 there will be 9 million Peruvian smartphones that will be connected.
Taken from: PerúRetail [...]
20 November, 2017One of the industries that contributes most to the internal economy of a country and that employs thousands of people, without a doubt, is retail.
Retail stores, in their various formats, are not only an important source of work, but also a sector that makes available to the consumer hundreds of products that are promoted through different marketing strategies.
According to the National Association of Self-Service Stores (ANTAD), its retail chains contribute 3.4 percent of Mexico’s gross domestic product (GDP), with a total of 51,709 establishments, divided into three retailer formats.
Regarding the sales generated by retailers in our country, data from Planet Retail and Deloitte indicate that in 2016 the sum for this concept reached up to 464,940 million dollars, an amount that at the end of this year could reach 490,390 million; and for 2018 estimates of that firm suggest that net sales by retailers in Mexico would reach little more than 517 billion dollars.
What trends will define the retail sector?
The emergence of the Internet and the improvement of processes in logistics, distribution and customer service through the use of new technologies were some of the factors that have been transforming the retail industry worldwide, and that will surely continue to influence in coming years.
But just as the arrival of the network and the optimization of the operation of the retail sector have changed the industry, there are a number of trends that in the remainder of the year and the following may be glimpsed, such as:
Analysis of location of categories and proximity marketing: the first point refers to a more exhaustive work of analysis of purchasing habits, as well as the existing rotation in each category, to then find a way to redirect the shopper towards certain areas of the POS, which is accompanied by that type of marketing that will try to know with certainty which departments of the retailer are more traveled, why, and based on it create strategies that maximize their profitability.
Automated stock management: both on the shelf and in the warehouse, the correct and updated management at all times of the stock level in the store will help the retailer and manufacturers to have enough product quantity, and thereby prevent the customer from desisting to buy by not finding their products.
Shelves monitoring: Modelez marketing director, Luis Lazcano pointed out that each brand and store must have full control of the shelf, in terms of availability, since within a category the competition is constant and it is right there where the decision of purchase is given, so having an adequate supply will prevent a certain brand from being left behind.
Sustainable packaging with double use: for the new consumer a packaging with a real added value is one that not only looks good and motivates the purchase for its appearance, but also that which is produced with environmentally friendly materials, which does not require of high energy expenditure during its manufacturing process, and that has a second use.
Application of disruptive technologies in PDV: interactive testers, augmented and virtual reality, use of tablets to consult information about products, dynamics that start in an establishment and end with a publication in social media, are some examples of applications of new technologies that maximize the purchase experience, and this drives more purchases in a single visit.
Models of predictive analysis: as suggested by its name, this type of models allow the retailer to predict purchasing habits, consumption, frequency of visits, interests and tastes that it will have, to then go one step ahead of the target and offer products and services that he will need.
Real omnication: that is, the retailer will allow the customer to make purchases online within the PDV, it will offer an efficient online store where you can buy something and pay it in the establishment if you wish, with specific promotions for each channel that, together, give the shopper a range of purchase possibilities, as well as a pleasant experience.
Geomarketing strategies: as with Waze, for example, the retail sector will keep this trend so that through an SMS or suggestion within the application can know where there are retail stores near the customer, and with this the retailer knows what so often the consumer passes by, if he went to his PDV and locate potential customers.
Written by Lizbeth Serrano, taken from Informa BTL [...]
4 September, 2017Usually when we are in a point of sale of a retail store we can find different elements that the brands use to communicate with us the consumers.
Nothing is casual in a retailer. All aspects add to the communication of brands and stores, an experience designed with the intention of influencing purchase decisions.
For this reason, signage, light, advertising, POP material, furniture, among other factors, are of great importance to position a product at the point of sale.
The communication of the marks at the point of sale
An effective point of sale should be visually appealing. For this, it is necessary to design an image that impacts the view of the consumer. This can be done through animation. In other words, elements that add a differential value to the product in its category. POP material, for example, as you know has different types, which will indicate the product category in some way, try to influence the purchase of the product and, above all, to inform the promotions that the brand handles. In a way, all of this helps improve brand communication, and also improves product turnover and increases sales.
In the following example you can see how the brand communicates with consumers. It is a brand specialized in accumulators for cars. The first element that we can observe is a signage that aims to inform the characteristics of the product that is put on sale. On the other hand, it supports the sales work of the vendors, since all data explain how to choose an accumulator.
Finally, another element that adds to the communication of the brand is the use of the catalog. As you can see POP material at the point of sale tells the consumer to locate the make, model and year of your vehicle; then asks you to identify the application code that corresponds to your car; to finish, it asks the consumer to look for the code in the front label of the accumulator or in his case ask the manager.
The catalog is a relevant element, as it describes the most important aspects of the product being offered. Obviously, their function is to give the most outstanding information, which will influence the decision to buy the consumer, since without the catalog the consumer could make a purchase decision according to their needs.
Written by Guillero Cortés , taken from Informa BTL [...]
31 August, 2017A good packaging we can distinguish it through the quality in which the product is delivered. All at some point we have enjoyed a product with an excellent quality, that is, that still retains its qualities as flavor, aroma, consistency, etc .; and if we analyze this aspect from this first contact (consumer-packaging) we have an experience with the brand.
And when opening the packaging this experience may be satisfactory or on the contrary, you may come to think that the purchase was a bad idea. In this sense, when a product is opened its quality can be judged from the packaging, since it is a differential value of a brand.
Beers, for example, generally only show a label with the brand logo. This allows them to offer a simple yet forceful message to their consumers. On the other hand, the brands that offer products such as cookies, biscuits, etc., have more impressive messages in the packaging of the product, since they seek to capture the attention of their target consumers: children. Therefore, the use of animated characters and, above all, promotions. As we know, brands temporarily launch promotions for their consumers to win other products of the category of the brand, among others.
However, beyond the messages that we can find in the packaging, what is its function? Here are some of them:
Contain
This is the separation of the product from the environment, this allows consumers to manipulate the product without having to touch it directly.
To Protect
Another function of the packaging is the following: protect. In this case, the packaging keeps the product from factors that can alter its natural state or composition.
Keep
On the other hand, the packaging should allow storing and preserving food for periods of time. This factor may vary due to its characteristics.
Written by Guillero Cortés , taken from Informa BTL [...]
18 August, 2017As we have pointed out on a number of occasions, customers have modified their consumption habits in such a way that large and small retailers have had to change their way of operating and selling in order to have optimal reach with their consumers and retain them.
This work of change and adaptation by the retailer has been at a different pace, depending on the brand and resources available, but there is no doubt that the changes will continue to be presented, motivated to a large extent by the technological innovations that Over time have also modified the habits of life and consumption of people.
Given this scenario, retailers must raise their commitment to manufacturers to boost their sales and at the same time meet specific needs of customers.
According to the Real Institute of Spain, 77 percent of the people who go to a point of sale usually go there, which is an opportunity for retailers to maintain, and even raise that percentage and retain loyalty To the shopper.
In order to seduce the client and maintain their loyalty, these three ways to do so will guide you.
See fingering as an ally, not as an enemy
The influence of the Internet, the digital platform and the increase in online shopping are undeniable and indissoluble of a consumer who communicates, is informed and consumed through mobile devices, and always seeks to be connected.
Conceiving the digitization as an ally for your retailer will bring you multiple benefits not only to your processes of operation, logistics, optimization of inventories, management of personnel or added value in sales floor with the use of disruptive technologies, but also the impact you will generate In your target will be immediate, positive and valued that hardly look towards another point of sale.
Analyze buying processes and consumption habits of your shopper
This analysis will allow you to identify areas of opportunity, as well as successes and mistakes so you can continue or modify them in time, as well as valuable information on customer purchasing habits and consumer habits that will serve as a basis for the development and Implementation of marketing strategies that surprise the shopper at Point of Sale.
Bet on multichannel
As we said at the beginning of the text, today’s consumer, called millennial, generation Z, generation X, among others, is intimately linked to the use of mobile devices that are already an extension of themselves and are an essential part of their day to day.
Faced with such a reality, it is necessary for retailers to put everything within their reach and invest in being a multi-channel sales outlet that facilitates the circulation of information about their promotions, offers, novelties, launches or product data that, based on their Habits of consumption, may be of interest to you.
You must be aware that the target is multichannel, so as a retailer you must also be immersed in the same dynamic.
Written by Lizbeth Serrano , extracted from Informa BTL [...]
17 August, 2017The Point of Sale is the point of contact of the consumer with the brands or products for their purchase. Also, there are a number of elements that influence the buying decisions of the shoppers.
According to Ana Ramírez, Director of Marketing at Sam’s Club Mexico, about 80 percent of the purchase decisions are made at the Point of Sale. Also, a factor that influences the purchasing decisions is the furniture.
Before choosing a furniture
The furniture serves for the presentation, service and sale of the articles. For this reason, it is essential to choose carefully the ideal for a Point of Sale and to choose the best consider the following points:
Point of Sale Image
The furniture plays an important role in informing the customer about the type of store in which it is located.
The cost
Because you will realize a considerable investment in BTL within a retailer, it is important that you choose the right furniture for your product, since it will provide a series of qualities that will help the product to communicate a better message, that is, it will influence The decision of purchase of the consumer.
Presentation
Likewise, the furniture works as physical support for the presentation of the products within the retailer, and as previously mentioned, it favors their display at the Point of Sale.
An Important Element for Promotion
In the same way, they serve to expose elements of promotion in the Point of Sale for the manufacturers and distributors. For example:
Exhibitors
They are furniture designed to show products and advertising associated with the products displayed.
Display
These are small holders that show the items for sale.
Poster
They are the most important element in the Point of Sale and thanks to that they can adopt different forms are a key factor to attract the attention of consumers.
Written by Guillermo Cortés, extracted from Informa BTL [...]
10 August, 2017In my masters classes, in meetings of friends and even in my house they ask me: What is Trade Marketing? … What exactly do you do? And they ask me so intensely that it’s like they told me … What the fuck is TRADE MARKETING !!! Then let’s go to the universal source of knowledge in these times, Wikipedia … Ok No! But let’s see what it says.
Trade marketing is a branch of marketing or marketing that deals with and is concerned with increasing the demand for the product by the wholesale, retailer, or distributor level rather than at the consumer level.
All this is not without reason, but when in the text indicates that it is done at the level of the distributor refers to that we do it from the Point of Sale or Distribution Channel.
The Trade Marketing consists simply of applying the marketing actions in the Point of Sale, from there we started in 3.2,2 … Go!
Trade Marketing emerged as a response to the massive arrival in the market of products, many of which became a failure and ended up disappearing within a few months. The manufacturers suffered because they invested heavily in the development and commercialization of these products and did not recover, the distributors had problems to achieve a fast turnover and adequate profitability in the Point of Sale.
Then we discovered that the channels acquired more power in the negotiation and the margins were compromised.
#DatoTrade Today, 80% of the Purchase Decisions are taken at the Point of Sale, so the objective of the Trade Marketing is to attract the public to that Point of Sale and manage the ease of access of that public to the product or service that We offer improved margins in the channel.
Trade Marketing is important for two reasons:
Close the Circle of Sale, that is, of all the communication you saw in the media, with Trade Marketing you end up convincing and you make the decision to buy that product or service.
It creates Long Breath Relations, that is to say, that the channel is affected directly because we will be the first mark positioned in his mind but mainly in his heart, ALWAYS.
The main challenges of Trade Marketing are:
Monetize, that the products that are visible in the POS are the most profitable for both the manufacturer and the channel.
Long Term Vision, always be attentive to our channel so that the relationship that was created lasts as long as possible and have a proactive action for it.
Look after the brand in the POS, take care of our brand, keep it well positioned in the gondola or counter, with a correct pricing, a good assortment, a good offer, ensure that our value proposition is better than the competition. .
Identify and develop opportunities, be aware of our channel, its needs and create actions that give value to our product or service.
When we talk about Trade Marketing within the Marketing Mix or the 4Ps of Marketing, we talk mainly about the PLAZA P, and when we talk about square we talk about where our product is located and what is the route that it takes to reach the final consumer, so that We must know the various intermediaries that exist. There may be a direct distribution such as the outlets (from the manufacturer to the final consumer) or with some or some intermediaries such as the markets to finally reach the final consumer.
The Trade Marketing is a very rich area that of a time to this part has taken an important protagonism by the relation that has with diverse areas in the commerce, beyond the already known that are with the manufacturer and the channel, besides we have to The agency and the competition. Trade Marketing has to satisfy diverse needs of actors with different priorities.
The Manufacturer or Company must present solutions and must be immersed in various areas of the same, such as marketing, sales, finance, HR, systems, production, etc.
The Channel or Store should treat it in a special way, make it unique and that should be translated into facts, with special programs that give value to our brand and be the first in your heart.
The Agency must be trained, cared for, it must be known that it is the visible part of the manufacturer, they must be flexible, agile and with quality of service. The feeling of “belonging” can make the difference between doing a good execution and a magnificent execution.
The Competition must know, know who you compete with and who does not, and be able to anticipate their movements in the POS.
Now if you know that Fuck is the Trade Marketing … this is a very broad topic and I am sure that in a second part we can know in more detail this beautiful space of commerce and good relations with our channel.
I leave a sentence to reflect:
“Do not answer where your company wants to sell today, ask yourself how the shopper will buy tomorrow.”
By César Díaz, Consultant in Street Marketing, Specialist in TRADE MARKETING, taken from Hablemos de Marketing. [...]
8 August, 2017Every time you visit a retailer, remember this: “Nothing here responds to chance”. It is not surprising that self-service chains, department stores, price clubs, etc., carry out strategies to improve the demand for the products. From furniture to POP material more discreet communicates a commercial tactic.
Beyond the profits made by companies to implement shopper marketing or trade marketing strategies at the point of sale, customers also obtain benefits, which can be translated into a series of experiences with the brand, according to their demands Current.
The point of sale is an important area for brands, and we can confirm this with the results of the latest Annual Survey of Investment in Below The Line in Mexico conducted by the InformaBTL Research Department. Data from the publication indicate that the brands allocated 5,470 million pesos to BTL strategies at the point of sale during 2016.
Therefore, it is important to know what strategies can be developed at the point of sale to be able to sell more and, at the same time, to satisfy the needs, desires and demands of customers who attend physical stores anywhere in the world.
We know that to design an attractive point of sale depends on some variables that must be analyzed in advance; However, here are some keys that – without a doubt – will help you improve your brand communication at the point of sale, and will allow you to increase the results of your business strategies.
The furniture
The botargas
The prosecution
Customer service
The exhibition
The animation
Seduction
Music
Source: informabtl.com [...]
4 August, 2017To begin with, promotional activities should be considered as an excellent channel of distribution, as they seek to ensure that products are not returned.
And how to get this distribution channel on the customer side and at the same time meet the objectives of the brand campaigns?
As a first step, the promotion technique should:
Get product rotation at the point of sale
Generate sales momentum
Product Promotion
The use of merchandising
Attract more traffic to the point of sale.
ADVANTAGES OF THE BTL PROMOTION
Although there are several benefits that are generated when employing the BTL Marketing strategy, it is the least aggressive impact on budget employment. With this, you can see the BTL promotion as one of the most viable for small and medium-sized businesses that can not easily face campaign costs the traditional and massive media as its cost is higher.
Another advantage we get from the promotion is that the results are obtained quickly. The effect is immediate, so the results are obtained in the same way. This method is effective and with measurable results.
On the other hand, the promotion seeks to be in front of the final consumer and to be clear what are the preferences of the customers to which each campaign is directed.
Personal attention contributes to the success of this strategy because persuasion is direct. This promotion seeks to reach the customer through the immediate feeling with the product and is addressed to a specific person or a small number of people.
In addition, it must meet the needs in the place of consumers. With the use of different strategies and full of originality, the promotion can be transported to the consumer exactly to the point of sale.
Source: informabtl.com [...]
17 July, 2017Nested and mixed lists are an interesting beast. It’s a corner case to make sure that
Lists within lists do not break the ordered list numbering order
Your list styles go deep enough.
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24 April, 2017Title should not overflow the content area
A few things to check for:
Non-breaking text in the title, content, and comments should have no adverse effects on layout or functionality.
Check the browser window / tab title.
If you are a plugin or widget developer, check that this text does not break anything.
The following CSS properties will help you support non-breaking text.
-ms-word-wrap: break-word;
word-wrap: break-word;
[...]
14 March, 2017All children, except one, grow up. They soon know that they will grow up, and the way Wendy knew was this. One day when she was two years old she was playing in a garden, and she plucked another flower and ran with it to her mother. I suppose she must have looked rather delightful, for Mrs. Darling put her hand to her heart and cried, “Oh, why can’t you remain like this for ever!” This was all that passed between them on the subject, but henceforth Wendy knew that she must grow up. You always know after you are two. Two is the beginning of the end.
Mrs. Darling first heard of Peter when she was tidying up her children’s minds. It is the nightly custom of every good mother after her children are asleep to rummage in their minds and put things straight for next morning, repacking into their proper places the many articles that have wandered during the day.
If you could keep awake (but of course you can’t) you would see your own mother doing this, and you would find it very interesting to watch her. It is quite like tidying up drawers. You would see her on her knees, I expect, lingering humorously over some of your contents, wondering where on earth you had picked this thing up, making discoveries sweet and not so sweet, pressing this to her cheek as if it were as nice as a kitten, and hurriedly stowing that out of sight. When you wake in the morning, the naughtiness and evil passions with which you went to bed have been folded up small and placed at the bottom of your mind and on the top, beautifully aired, are spread out your prettier thoughts, ready for you to put on.
I don’t know whether you have ever seen a map of a person’s mind. Doctors sometimes draw maps of other parts of you, and your own map can become intensely interesting, but catch them trying to draw a map of a child’s mind, which is not only confused, but keeps going round all the time. There are zigzag lines on it, just like your temperature on a card, and these are probably roads in the island, for the Neverland is always more or less an island, with astonishing splashes of colour here and there, and coral reefs and rakish-looking craft in the offing, and savages and lonely lairs, and gnomes who are mostly tailors, and caves through which a river runs, and princes with six elder brothers, and a hut fast going to decay, and one very small old lady with a hooked nose. It would be an easy map if that were all, but there is also first day at school, religion, fathers, the round pond, needle-work, murders, hangings, verbs that take the dative, chocolate pudding day, getting into braces, say ninety-nine, three-pence for pulling out your tooth yourself, and so on, and either these are part of the island or they are another map showing through, and it is all rather confusing, especially as nothing will stand still.
Of course the Neverlands vary a good deal. John’s, for instance, had a lagoon with flamingoes flying over it at which John was shooting, while Michael, who was very small, had a flamingo with lagoons flying over it. John lived in a boat turned upside down on the sands, Michael in a wigwam, Wendy in a house of leaves deftly sewn together. John had no friends, Michael had friends at night, Wendy had a pet wolf forsaken by its parents, but on the whole the Neverlands have a family resemblance, and if they stood still in a row you could say of them that they have each other’s nose, and so forth. On these magic shores children at play are for ever beaching their coracles . We too have been there; we can still hear the sound of the surf, though we shall land no more.
Of all delectable islands the Neverland is the snuggest and most compact, not large and sprawly, you know, with tedious distances between one adventure and another, but nicely crammed. When you play at it by day with the chairs and table-cloth, it is not in the least alarming, but in the two minutes before you go to sleep it becomes very real. That is why there are night-lights.
Occasionally in her travels through her children’s minds Mrs. Darling found things she could not understand, and of these quite the most perplexing was the word Peter. She knew of no Peter, and yet he was here and there in John and Michael’s minds, while Wendy’s began to be scrawled all over with him. The name stood out in bolder letters than any of the other words, and as Mrs. Darling gazed she felt that it had an oddly cocky appearance. [...]
15 February, 2017This post has many pingpacks and trackbacks.
There are a few ways to list them.
Above the comments
Below the comments
Included within the normal flow of comments [...]
20 January, 2017This post has its comments, pingbacks, and trackbacks disabled. There should be no comment reply form, but should display pingbacks and trackbacks. [...]
6 January, 2017This post tests comments in the following ways.
Threaded comments up to 10 levels deep
Paginated comments (set Settings > Discussion > Break comments into pages to 5 top level comments per page)
Comment markup / formatting
Comment images
Comment videos
Author comments
Gravatars and default fallbacks [...]
27 December, 2016This content, comments, pingbacks, and trackbacks should not be visible until the password is entered. [...]
6 December, 2016This is a sticky post.
There are a few things to verify:
The sticky post should be distinctly recognizable in some way in comparison to normal posts. You can style the .sticky class if you are using the post_class() function to generate your post classes, which is a best practice.
They should show at the very top of the blog index page, even though they could be several posts back chronologically.
They should still show up again in their chronologically correct postion in time, but without the sticky indicator.
If you have a plugin or widget that lists popular posts or comments, make sure that this sticky post is not always at the top of those lists unless it really is popular. [...]
18 November, 2016Los cambios en el sector retail están sucediendo muy rápido y es que la incorporación de la tecnología a la vida diaria de todos ha hecho que queramos realizar cualquier actividad a través de diferentes dispositivos tecnológicos con lo que contamos, lo que lleva a las empresas a tener una comunicación efectiva con su consumidor a través de diferentes canales. Por otro lado, los retailers también incorporan aspectos innovadores en el punto de venta, con la finalidad de atraer más público hacia sus tiendas. Es por eso que veremos algunas tendencias que estamos o estaremos viendo en la industria retail.
La compra se ha vuelto social
Para el consumidor hablar de su vida y actividad en internet se ha convertido en una costumbre, por lo que la compra también se ha vuelto un tema de conversación. El
70 % de los consumidores realiza búsquedas sobre el producto que va adquirir en sitios webs antes de comprarlo. Los retailers ya no pueden ser un observador de estas conversaciones, deben participar necesariamente de manera activa creando contenido alrededor de los productos y el punto de venta, que provoque que el consumidor considere realizar la compra y no sólo ello, sino también que cree un vínculo de fidelidad con las marcas de su preferencia a mediano plazo.
El poder de los Millennials
En estos días, este grupo de personas son de gran influencia están modificando la manera de tener una experiencia de compra. Se cree que para el 2017 este grupo tendrá mayor poder de compra que cualquier otra generación, por lo que es importante tener en cuenta sus hábitos de consumo, así como la manera en la que desarrollan sus actividades, para que las empresas de retail puedan impactar positivamente en las diferentes plataformas sociales que utilizan y con ello lograr un efecto de atracción hacia sus puntos de venta.
BIG DATA como generador de insights
Durante los últimos años se ha hablado bastante de BIG DATA y la manera en que nos proporciona información valiosa para tomar decisiones. El avance acelerado de la tecnología ha hecho que no nos preocupemos demasiado sobre cómo obtener la información, por lo que el reto se convierte necesariamente en la interpretación de dichos datos para obtener insights valiosos sobre lo que nuestro consumidor está esperando y teniendo como expectativa a la hora de ir a un punto de venta para satisfacer una necesidad.
Independientemente de las tendencias, el foco siempre deberá ser el consumidor y el profundo conocimiento que tengamos de él nos llevará a desarrollar estrategias y acciones en el punto de venta que tengan como consecuencia su satisfacción por consiguiente el desplazamiento de productos.
Post Page 1
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24 October, 2016This is the post content. It should be displayed in place of the auto-generated excerpt in single-page views. Archive-index pages should display an auto-generated excerpt of this content. Depending on Theme-defined filters, the length of the auto-generated excerpt will vary from Theme-to-Theme. The default length for auto-generated excerpts is 55 words, so to test the excerpt auto-generation, this post must have more than 55 words.
Be sure to test the formatting of the auto-generated excerpt, to ensure that it doesn’t create any layout problems. Also, ensure that any filters applied to the excerpt, such as <code>excerpt_length</code> and <code>excerpt_more</code>, display properly. [...]
13 October, 2016This is the post content. It should be displayed in place of the user-defined excerpt in single-page views. [...]
26 September, 2016This content is before the more tag.
Right after this sentence should be a “continue reading” button of some sort.
And this content is after the more tag. [...]
16 September, 2016A very important aspect of the advertising activity is Graphic Design. We define design as a form of visual communication whose purpose is to structure advertising messages with clear and defined commercial objectives, through the organization and integration of forms, textures and colors that translate into meaningful and relevant communication for their environment, but Especially for the target audience.
In the area of graphic design, the information obtained through marketing, both studies and market research is processed by the creative area, takes shape and comes to life by materializing in a dimensional message and perfectly compatible with the target group, Target to which it is directed.
In this area advertising pieces are created to be printed in various media including brochures, catalogs, manuals, instructions, posters, spectacular advertisements and for public roads, pop (stands), display’s, packaging and packaging materials. In all these executions graphic design also plays an essential role in the creation of the entire structure on which a brand, corporate image or visual identity is built.
Of course graphic design is something much more complex than this, beyond the handling of forms and colors, the designer knows in depth the people, from a Psycho-physiological point of view to understand this way, cognitive, preceptual processes And emotional aspects that operate in the receiver, which will make the difference between a technically correct message and another that penetrates the mind of the receiver and leaves an indelible mark, is therefore undeniable the importance of the participation of graphic design in success when constructing a brand.
Design is fundamental as a communication and marketing tool for both your company and your brand. By investing in design your brand will be perceived positively, translating into differentiation compared to the competition, endowing it with character, loyalty to its customers and achieving an optimal presentation company in front of the market. [...]
2 September, 2016At present we find a great variety of channels, types of activations and actions Below The Line (BTL) that allow us to innovate and discover new ways to fulfill the objectives established in our marketing plan, even more with limited budgets.
For this, Carola Fernández, Director of Marketing of Cinemex, emphasizes that it is important to be creative when defining BTL actions in a marketing plan. And for that, he shares 10 steps that in his opinion are very useful to put together a plan for focusing on the realization of BTL strategies:
1. Understand the corporate strategy and objectives so that the marketing plan is aligned and helps to comply with them.
2. Define priorities.
3. Perform a detailed analysis of the market, the competition and our company.
4. Identify opportunities and risks.
5. Define the general objectives.
6. Define the objectives that can be achieved from BTL strategies.
7. Define BTL strategies and their tactics (it is very useful to involve different people in a brainstorming since there are many possibilities for BTL actions and new ideas come up every day).
8. Define the budget.
9. Present the plan and get approval and support.
10. Run and evaluate results. [...]
16 August, 2016Default
This is a paragraph. It should not have any alignment of any kind. It should just flow like you would normally expect. Nothing fancy. Just straight up text, free flowing, with love. Completely neutral and not picking a side or sitting on the fence. It just is. It just freaking is. It likes where it is. It does not feel compelled to pick a side. Leave him be. It will just be better that way. Trust me.
Left Align
This is a paragraph. It is left aligned. Because of this, it is a bit more liberal in it’s views. It’s favorite color is green. Left align tends to be more eco-friendly, but it provides no concrete evidence that it really is. Even though it likes share the wealth evenly, it leaves the equal distribution up to justified alignment.
Center Align
This is a paragraph. It is center aligned. Center is, but nature, a fence sitter. A flip flopper. It has a difficult time making up its mind. It wants to pick a side. Really, it does. It has the best intentions, but it tends to complicate matters more than help. The best you can do is try to win it over and hope for the best. I hear center align does take bribes.
Right Align
This is a paragraph. It is right aligned. It is a bit more conservative in it’s views. It’s prefers to not be told what to do or how to do it. Right align totally owns a slew of guns and loves to head to the range for some practice. Which is cool and all. I mean, it’s a pretty good shot from at least four or five football fields away. Dead on. So boss.
Justify Align
This is a paragraph. It is justify aligned. It gets really mad when people associate it with Justin Timberlake. Typically, justified is pretty straight laced. It likes everything to be in it’s place and not all cattywampus like the rest of the aligns. I am not saying that makes it better than the rest of the aligns, but it does tend to put off more of an elitist attitude. [...]
10 August, 2016Headings
Header one
Header two
Header three
Header four
Header five
Header six
Blockquotes
Single line blockquote:
Stay hungry. Stay foolish.
Multi line blockquote with a cite reference:
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1,000 things.
Steve Jobs – Apple Worldwide Developers’ Conference, 1997
Tables
Employee
Salary
John Doe
$1
Because that’s all Steve Jobs needed for a salary.
Jane Doe
$100K
For all the blogging she does.
Fred Bloggs
$100M
Pictures are worth a thousand words, right? So Jane x 1,000.
Jane Bloggs
$100B
With hair like that?! Enough said…
Definition Lists
Definition List Title
Definition list division.
Startup
A startup company or startup is a company or temporary organization designed to search for a repeatable and scalable business model.
#dowork
Coined by Rob Dyrdek and his personal body guard Christopher “Big Black” Boykins, “Do Work” works as a self motivator, to motivating your friends.
Do It Live
I’ll let Bill O’Reilly will explain this one.
Unordered Lists (Nested)
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HTML Tags
These supported tags come from the WordPress.com code FAQ.
Address Tag
1 Infinite Loop
Cupertino, CA 95014
United States
Anchor Tag (aka. Link)
This is an example of a link.
Abbreviation Tag
The abbreviation srsly stands for “seriously”.
Acronym Tag (deprecated in HTML5)
The acronym ftw stands for “for the win”.
Big Tag (deprecated in HTML5)
These tests are a big deal, but this tag is no longer supported in HTML5.
Cite Tag
“Code is poetry.” —Automattic
Code Tag
You will learn later on in these tests that word-wrap: break-word; will be your best friend.
Delete Tag
This tag will let you strikeout text, but this tag is no longer supported in HTML5 (use the <strike> instead).
Emphasize Tag
The emphasize tag should italicize text.
Insert Tag
This tag should denote inserted text.
Keyboard Tag
This scarcely known tag emulates keyboard text, which is usually styled like the <code> tag.
Preformatted Tag
This tag styles large blocks of code.
.post-title {
margin: 0 0 5px;
font-weight: bold;
font-size: 38px;
line-height: 1.2;
and here's a line of some really, really, really, really long text, just to see how the PRE tag handles it and to find out how it overflows;
}
Quote Tag
Developers, developers, developers… –Steve Ballmer
Strike Tag (deprecated in HTML5)
This tag shows strike-through text
Strong Tag
This tag shows bold text.
Subscript Tag
Getting our science styling on with H2O, which should push the “2” down.
Superscript Tag
Still sticking with science and Isaac Newton’s E = MC2, which should lift the 2 up.
Teletype Tag (deprecated in HTML5)
This rarely used tag emulates teletype text, which is usually styled like the <code> tag.
Variable Tag
This allows you to denote variables. [...]
2 August, 2016El consumidor se ha convertido en usuario avanzado, necesita acceder a la información en todo momento, emplea múltiples dispositivos conectados y tiene experiencias que abarcan cada vez más elementos y escenarios. Son las marcas las que tienen que jugar con todo ello y tenerlo muy en cuenta para crear las experiencias que se ajusten a sus nuevas necesidades.
El comprador ya no se satisface con un buen producto, quiere más. Necesita que su experiencia de consumo y contacto con la marca sea personal, llamativa y sobre todo que se cree una relación consumidor – marca.
Una de los puntos claves para crear esta relación es el retail, aunque algunos solo lo ven como un cliché, el retail tiene que adaptarse a los tiempos modernos si quiere seguir conectando con los consumidores y si quiere seguir estando a la altura de las expectativas de los consumidores. Las tiendas tienen que ser capaces de fusionar su presencia física con un boom de elementos ‘techie’ (tecnología), la experiencia en el punto de venta y la presencia como marca (retail) debe estar a la vanguardia de forma física como digital. El error de muchas es a ver incursionado en el mundo digital, potenciando éste medio con lo último en tecnología, descuidando su retail en tienda. [...]
27 July, 2016Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus.
Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi. Nam eget dui. Etiam rhoncus. Maecenas tempus, tellus eget condimentum rhoncus, sem quam semper libero, sit amet adipiscing sem neque sed ipsum. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Maecenas nec odio et ante tincidunt tempus. Donec vitae sapien ut libero venenatis faucibus. Nullam quis ante. Etiam sit amet orci eget eros faucibus tincidunt. Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna. Sed consequat, leo eget bibendum sodales, augue velit cursus nunc, quis gravida magna mi a libero. Fusce vulputate eleifend sapien. Vestibulum purus quam, scelerisque ut, mollis sed, nonummy id, metus. Nullam accumsan lorem in dui. Cras ultricies mi eu turpis hendrerit fringilla. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; In ac dui quis mi [...]
