Mercado de Fuencarral, Research Paper Example

A visit to Fuencarral market store shows a number of inadequacies that hinders it from maximizing its potential as competitive place to shop. Our main goal is to transform Fuencarral market store to increase the overall sales and to utilize great merchandising techniques. We were guided by the objectives of strategic management of the sales area; promotional point of sale planning and classification of products.

Strategic management of the sales area

Before and after

Fuencarral market store has moderately-squeezed entrance, but hardly attracts the customers, the windows are too small, and the displays are less visible. The colours are relatively fading on the outside face of the store; the writings are hard to read due to the fading paintings. On the interior of the store space allocation for different departments are not proportionately done and has been no rotation as per the seasons. The aisle spaces are relatively narrow creating unnecessary traffic of the shoppers. Shelf spacing is not uniform and leaves spaces between them in some instances. There is a mix of arrangement of items in the shelves and there is no timely restocking of the shelves.

The entrance to the store and the windows will be widen to ease access by the shoppers and display in the windows. Painting with attractive colors will be done on the face of the Fuencarral market store. The signs will be made to be more visible. In the Interior, Space allocation to every department will depend on the careful monitoring of the store record of sales per square foot for each department. The space occupied by a department should be direct proportional to the sales the department generates. Space allocation will change with seasons for instance high traffic areas should be allocated to seasonal merchandise. Ample aisle space will be created to avoid crowding. Shelf space will be adequately manage, we will do vertical merchandising of similar goods is and careful shelf space utilization rather than horizontal stretch as in the case of current Fuencarral market store. Furthermore, shelves will be closely arranged to avoid creating an impression of under stocked as it is at Fuencarral market store.

Display, appearance, visibility, and accessibility.

Before and after.

We will change the norm where narrow shelves are used at the bottom display and wider at the top. Also, shelves with the same width will be used on mass display of items of the same size unlike the mixture of items and shelves currently at Fuencarral market store. We will not display a single item as done at the present in the store but rather put “good”, “better” and “best” approach to allow for choice of quality by customers. We will avoid overlapping of items the displays should show as much as possible and the most profitable items ought to be displayed between belt and eye level. This aspect is lacking in Fuencarral market store. Furthermore, Prominent featuring of promotional items and attractive display of seasonal goods in high traffic areas will be our main priority. Fuencarral market store have a static kind of arrangement and does not pay attention to attractive displays. Display of related items together and the maintenance of a clean and complete display will be one of our main concerns as oppose to the present nature of displays at Fuencarral market store. Good internal and external appeal of the store which is lacking will be boosted by overall painting of the store walls with attractive colours.Unattractive signs will be replaced. The store lacks appropriate fixtures and accessories designed for specific the merchandise they display, we will address this issue. Poor internal lighting and colour at the store will be boosted by expanded door and class walled windows with the overhaul paintings mention earlier.

Promotional point of sale strategy

Before and after

Promotional point of sale strategy is not comprehensively established at Fuencarral market store. We will use promotional products like office gifts and clothing and discounted items to boost sales at the store. Secondly, we will establish point of sale signs and introduce sales persons to standing near a properly displayed and attractively priced seasonal item and asking customers to buy it. Our aim is to attract shopper’s attention; bring to their knowledge the benefits of item being offered and the discount being given on the item.Conspicousily absent at Fuencarral market store are the  end caps, power islands, taste testing; how-to trainings and product demonstrations, we will put them in place.

Merchandise classification set strategy

Before and after

Merchandise classification strategy is lacking in Fuencarral market store. There are no hierarchies and product data across the store. We will embark on entire classification of items at Fuencarral market store, for instance from the highest levels and narrowing down to families and classes of products. This will allow for common languages and similar coding at each category level and promotes the grouping of items with the same common purpose, use and form. An example of how we will  classify clothing say shirts will be; Segment-(apparel),family-(tops),class-(casual),style-(short sleeved),colour-(Rojoor Azul).The arrangement.