1. Which thinks that it is the key to emphasize a product in the point of sale?

In the end a product in a linear one is one more, since the client is active, not passive, if we want to reinforce our product and realize push we must do and emphasize it with animation in the point of sale, for the purpose of attracting attention, creating fame. The second target is to attract the public, to summon it, to create traffic in “a point of sale”, towards my product.

Generally, the empty places usually produce certain rejection. There is nothing sadder and distressing than an empty bullring, a stadium without public, a restaurant without messmates or a shop without clients. Nevertheless, the promotional animation can manage not only to attract the public, but also direct the traffic inside the point of sale to the wished point where our product is. We always try to add to the fame a strong memory and distinguishing identification, and this obtains entirely the promotional animation.

A basic target of the commercial communication is to transmit an argumentario. The actions of promotional animation allow to argue with facility and of convincing form, resting on the tasting or the demonstration of the product, which, in many cases, encourages and generates the action of buy. Also, the promotional animation that actor allows to the public being believe an ambience that provokes lack of inhibition attitudes and, consistently, the break of the brakes of buy. This way, it is frequent that the ambience of animation generated by a mark or product facilitates also other sales for contagion, without these other products being inside the promotion do not even have any extra cost any more than the environmental contagion created by the promotional animation of other.

The question that we have to appear is: is the promotional animation in the point of sale a promotion destined for the consumer or for the distribution? In fact, it is a question of both things simultaneously, and hence his biggest interest and profitability. Normally, it presents the first promotion target to the distribution, of help to the sales network for the conquest of the point of sale. It offers to the distributor an attractive extra cost to the buy of the product: on one hand, it provides a help to the sale of the product to facilitate the rotation; for other one, an animation gift for his public, for his client in his shop, a free promotional spectacle. The spectacle of promotional animation produces the sensation, to the point of sale, of containing a big communication campaign.

At the same time, the product obtains the effect of fame, image, promotion and gratitude of a public's important group, with his corresponding aftereffect in the sales and in the generation of the habits of buy.

2. What are the actions that more are working lately to lead buyers to the point of sale?

There are diverse perspectives to classify the actions of generation of traffic to the points of sale, depending on the type of point of sale that is and it distances. But if flushes take the clients' concepts and trafic, three types of points of sale can decide, and the strategies of generating traffic will change.

1. Points of sale exclusive flushes

There are the points of sale that only feed on clientele flush. This area flush is in an area of influence of a radio of more or less 3 to 5 minutes on foot.

Be the loyal clients or not to the point of sale, they come to him for the access facility, essentially related to the distance.

For this business type the place is his biggest fortitude, and it is not vital that is provided with parking. They usually do not use actions to generate traffic, it is not usually necessary

2. Semiflush points of sale

The semiflushes separate from the points of sale exclusive flush because from 3 to 8 have buying flushes of the area of influence of a distance or 10 minutes in motorcar.

In this case the place, the personnel of attention to the public (training, credibility, communication) and the parking, they are of fundamental importance because some clients come on foot, and others come with different locomotion means. To generate traffic, there can be used diverse forms of promotion, such as:

• Inserted leaflets in the newspapers distributed in the area of influence.
• Publicity in radioes or local magazines.
• Cartelería in public route.
• Frills distributed by area of influence.
• Decoration and publicity in the sale point updated (cartelería interior and exterior, painting, cleanliness, order, etc.).
• Street marketing.

3. Flush points of sale and trafic

These points of sale must attend to two types of very different clients: a few flushes, other trafic.

The clientele flush comes from the access facility. It is composed by very nearby flushes and more remote flushes, as for the points of sale exclusive flushes and the semiflushes. The clientele trafic for his part, comes from very different geographical horizons, what it does not mean of any part. These provoked clients come to the point of sale because they received information, or publicity, where there was offered them a tangible reward that was overcoming the disadvantages produced by the distance that they had to cover to gain access to him.

The clients of the type trafic generally are clients of other points of sale, for this motive it is necessary to realize different actions to generate traffic to the point of sale, next some of them are mentioned:

• Periodic sales pitches.
• Programs of accumulation of points.
• Analysis of the actions of the competition.
• Offensive prices strategy.

Depending on the type of point of sale, it will be possible to take forward a strategy to generate traffic, to do that the clients who bought return, or that they come to the point of sale for promotions.

3. What is the best way of achieving that the consumer acquires a product?

For ages the distribution companies and retail they have developed his activity of marketing and TV/radio commercial centring in only one aspect... the product.

The retailers believe that a domineering position on his market is the natural result of the application of strategies focused at the price, at the product, at the quality and the place of the shops or the logistics. This traditional philosophy of the marketing that the retailers support translates in a market share that decreases, limited margins for itself... or even worse, loss of market.

Five dimensions of the successful retailers

Five dimensions that we believe that the champions of the new retail have to dominate are:

1. The knowledge of the client and of the consumer.
2. The progress in the buy experience.
3. The optimization of the shop.
4. The intelligent management of the choice and the categories.
5. The perception of the mark.

The knowledge of the client, axis of the new retail:

• The future of the retail settles in the proper "experience of buy" (shopping experience), more specifically in the deep knowledge of the client himself.
• This is a more and more complicated chapter since the companies are "infoxicadas", poisoned of information that grows in enormous quantities every minute, across his programs of fidelización, cards and clubs or across his direct promotions of the tickets and deals.

The winners of the new retail marketing are alone a small number of excellent innovative companies that they are segmenting intelligently, identifying needs for types of clients and moments of buy, analyzing his consumption patterns and using all this information to create a clients' authentic strategy and of fidelización automated.

“Extract the whole value of his clients' portfolio, so that they could acquire his products.”