Visual merchandising no Shopping Popular: aplicação de técnicas de organização do ponto de venda de moda popular

Abstract

This article is a report of the visual merchandising application experience applied to the selling points of the Popular Shopping in the city of Teresina, state of Piauí, Brazil (Rodrigues et al. 2012). This work is about applying organizational techniques of popular fashion outlets in the direction of readjustment of space and programming tools to the popular shopping reality, taking primarily engaged in the organization of the internal space of the point of sale (Kerfoot et al., 2003) and the distribution and coordination of the displays of products. For the preparation of this research was realized the combination of the methods of the literature (Gil 2008), implementation techniques in the eld (Braga et al. 2014) and observation to evaluate the results. It was identi ed that the outlets that received such implementation grew in the number of customers and sales. Apart from nding that the techniques of visual merchandising are important for winning customers and so on to the purchase act, it was also possible to see that this knowledge can be applied in di erent types of outlets, even with little or no nancial support. Finally, it was concluded that despite the importance of Brazilian popular fashion market, there are few actions and projects targeted to this specific segment.