Daily Archives: April 22, 2017

Point of Sale: Merchandising

How many times when you enter a shop, you receive very well, you serve the best way and impacted quedas with good explanation and promotion of a product?, or perhaps, you’ve resisted to taste juice or liquor that a beautiful woman offers free of charge in a super market?

The former details serve as introduction to discuss a topic of utmost importance within the promotion product at a point of sale: the merchandising.

For starters, we can define the Merchandising, as activity in retail establishments, based on actions of promotion on all products that are sold there, in order to optimize the selling space, or in short, all the marketing activities carried out at a point of sale.

It should be noted that as well as the marketing creates demand for products through advertising and promotions, and these in turn push the customer at the point of sale, Merchandising pushes to the consumer at the point of sale.

The main reason why are placed posters of Coca-Cola in a shop, tasting points are installed in a shopping mall, distributed information sheets with the menu of the restaurant in the corner or a beautiful girl or an attractive man you stop to talk to you about a product, is the increase sales and make a product and its campaign to be known and remembered always, and improve participation in the market.

It is not true that no one would dare to go near a shelf where the products are dirty or worse, have already defeated? This is the first point to consider when merchandising is, in good condition and the cleaning are important if you want to wake up the consumer habits of purchase of the product offered.

In the Merchandising objective: give life to a product at the point of sale and increase your sale

Closely linked to the previous one, the next step which is the decoration of the point of sale to make it more eye-catching is and thus encouraging customers to visit the facilities and worry about what there is being sold. Let us remember that many times we’ve gone out of restaurants or food sites because the lighting is bad, the colors of the walls transmitted desolation or there were no posters or striking pictures that observe.

In third place is very important the location of products at points of sale, is of great utility that they are located by “families” and well ordered, quantities to reach for all those who want to purchase the product, that are easy to purchase and access, and is very important that there is adequate space for travel within the establishment to avoid inconvenience to customers.

The fourth point to keep in mind is to have a consumer-friendly price policy. Remember that all of us are always looking for the lowest price for a same product that you can get in several parts. Likewise, guarantee having the article, shall we acquire it with greater confidence.

Finally, good care at a point of sale will result in great benefits in the sale of a product, for this, it is necessary to have a staff of trained and mostly oriented to the total satisfaction of the consumer.

As you could see, in establishments selling products, there are many factors that will succeed or fail, for that reason, go to certain places to purchase products is becoming an excellent opportunity for fun and knowledge, which will cause that the Act of purchase becomes less boring every day.

Virtual Reality the next step

This has been a great year for the reality augmented thanks to Pokémon Go. Virtual reality awaits their turn be in 2017, but for that need, in addition to improving your hardware, another application of great impact.

The past year will be remembered in the still-brief history of virtual reality as the first in which surpassed the 1,000 million dollars in revenue, according to estimates by the consulting firm Deloitte. Virtual reality goggle sales grew 1047% to 8.2 million units, but however 2016 was not the year of the launch of the business. Why?

A recent report by Business Insider Intelligence like the figures of the industry, reaching the conclusion of virtual reality (VR, for its acronym in English) is still a volatile market, which still boiling water lacks, in colloquial terms. “In a sense, reminded the industry of smartphones in the middle of the last decade: a lot of software and hardware manufacturers come into the industry with a huge lack of certainties and without commonly accepted standards”, according to this study.

Evolution of Virtual Reality

That with respect to the offer. In terms of demand, Business Insider Intelligence is clear that everything is prepared so that there is a lug in the collective interest in the VR. Missing a push: an application that captures global attention, as happened in 2016 with augmented reality and Pokémon Go. The consultant not elucubra on candidates for that great success that will change the history of the VR, but you do have clear which is falling by a combination of factors: advances in hardware, the progressive interests of developers and consumers, and the increase in global investment, which will be placed in $ 2,600 million in 2016, according to the consulting firm CB Insights, , with a 271% increase over the same period of the previous year.

While this popularization, manufacturers and early adopters of the VR move on the edge between quality and price of devices: the price has to be competitive, and at the same time the immersive experience should be attractive enough as to convince the consumer to a viewer on your face on a regular basis. Moreover, if the manufacturers bet on low prices but offer experiences poor or even bad quality, run the risk of generating a rejection to the VR that will not disappear from one day to another.

To date, what is affordable has no quality and what is quality is not affordable. In this dichotomy move three types of deals: the VR based on smartphones; which works with game consoles or PCs and the autonomous VR. The first has a more affordable price, but lame in the quality of the experiences; the second is very immersive, but it can become very expensive. Finally, the autonomous VR is located half-way between the two.

The VR which works with the mobile is the clear winner of the short term, but their future options have a ceiling. At the moment, it is affordable and has some roots in the market, as Google Cardboard and Samsung Gear VR models. In addition, some Giants are making promotional efforts: Google has come to give his Daydream glasses with the purchase of your premium Pixel phone.

Against half a million units of VR goggles linked to a mobile phone sold by 2015, BI Intelligence estimates placed its sales in four million at the end of 2016, 6.4 million at the end of 2017 and 36 billion in 2022. It is not a great success. By contextualizing these figures, Apple sells between 40 and 50 million iPhones… each quarter.

But the main problem of the VR linked to smartphones is not the interest of the consumer, but technical: the capacity of computer processing involving the good experiences of virtual reality may be incompatible with a mobile phone.

The VR will then be one of the few realities of the future to escape from the all-powerful smartphone? As emphasizes Paul Lee, head of the area of TMT (technology, media and telecommunications) from Deloitte Research, “the market of smartphones with possibility of VR is currently more than 2,000 million devices, but if we think of really good VR, you need very fast processors and true high definition displays. “Then the niche market is reduced to between 100 and 200 million smartphones”.

The experiences of virtual reality based on personal computers and consoles emerge as interesting alternatives. The problem with the PC is the price: in addition to the cost of the computer and the possible accessories, VR devices are expensive. Their prices move in the fork between 500 and 1,000 euros, 800 dollars-live HTC and Oculus Rift in the $600.

How Barcelona will adapt his technologies to the tourism

How they impact new technologies in gastronomic tourism, experiential tourism boom or the keys to anticipate the desires of the traveler through the Big Data are some of the trends that will address this issue of the Forum TurisTIC.

Organized by the technological centre (member of Tecnio) Eurecat, Forum Turístic will also discuss how enhance the accessibility of destinations and emerging businesses in tourism, a sector in which 43 percent of all web traffic of travel already is sold from smartphones and with a growing demand by 15 percent of the population living with disabilities.

Open the Conference the Minister of enterprise and knowledge of the Generalitat de Catalunya, Jordi Baiget Cantons, the Councillor of occupation, business, trade and tourism of the city of Barcelona, Agustí Colom Palau; Pere Regull, Deputy Assistant of tourism of the Diputació de Barcelona, and the President of Eurecat, Xavier Torra. Then, César del Barrio, director of innovation in the public sector and industrial of Tecnocom, will present recommendations contextualized ETUR2020 platform.

Presentation of the project of the SGTIC in the field of tourism

Secretary for the governance of the information technologies and the communication of the Generalitat de Catalunya, Jordi Puigneró, will present the project of the SGTIC in the field of tourism.

Impact of technology in the business tourism and society

To explain the impact of tourism in the company and in society, the first day of tour it will feature Eric Philippart, principal administrator of the European Commission, and Dimitrios Buhalis, head of the Tourism Department of the University of Bournemouth and etourism Lab director.

Gastronomic tourism and experiential tourism

The challenges of the future in the culinary tourism focus a round table which will be moderated by the director-General of the Alicia Foundation, Toni Massanés, and in which will participate Mayte Carreño, Michelin Travel commercial Director, as well as the chef with Michelin star Carles Abellan; Poly Suñer, co-founder of creative Bistro RPA Food; the Foodblogger and culinary stylist Marta Sanahuja (Delicious Martha); Flor Somaschini, co-founder Check-eat, and Rafael González, managing partner of Vivential Value.

Experiential tourism will have a heavy burden in the present edition of TurisTIC, through Ludo Verheggen, director of Marketing for Amadeus Spain; Jesús Garrido, country manager of Virtualware; Mireia Massagué, Director Comercial de Gaudí Exhibition; Ana Requejo, responsible for culture and tourism of Eurecat projects; Albert Sierra and Prado Gabriel, of the Catalan Agency of MAC-Ullastret Cultural Heritage; Elena Rodríguez, founder of AuthentiCitys, and Charles Elias, CEO and co-founder of TripUniq.

Trends, technology, and innovation in accessible tourism

The second day of Turístic review innovations in the field of accessible tourism, from the contributions of Jesús Hernández, director of Universal accessibility of Fundación ONCE; Angelika Hild, Project Manager of the project PANTOU, and Dimitrios Buhalis, director of etourism Lab Bournemouth University.

In addition, inclusiveness and accessibility will be analyzed within the meeting “Tourism for all”, from the contributions of Xavier Catasús, responsible for business of the health sectors and Eurecat sport; Josep Esteba García-Valdecasas, founder and CEO of Mapp4all; Julia Montero, CEO of Barcelona Zero Limits; Robin Ribback, CIO of VerbaVoice, and Toribio Yun, CEO of Local nature.

Innovation in hotels and tourism and Big Data

TurisTIC devoted a session to innovation in hotels, which will be led by Roger Callejà, director of innovation and Ecommerce of the Barcelona hotels Guild; Agustín Navarro, CEO of Lhings, and Carlos García, CEO of Unsheeping.

Tourism and Big Data focus the last session of Turístic, where speakers will include Xavier Font, head of the technical Office of tourism of Diputació of Barcelona; Ivan Leanizbarrutia, CEO of chimera Social CRM; Nacho Lafuente, CEO of Datumize; Ester Manzano, Manager of the public sector of Altran innovation, and Rodrigo Menchaca, Chief Development Officer of WeGo City.

TurisTIC has established itself as the Congress of reference about how new technologies strengthen the tourism sector making it more productive and competitive in a changing environment and evolving. The Congress, which will be held in CaixaForum Barcelona, has the support of the Generalitat de Catalunya, Diputació de Barcelona, the Barcelona City Council, Tecnocom and Caixabank.