Category Archives: Visual Marketing



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.






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.






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.





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.





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.


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.