Estrategias de optimización comercial para la sección con menor desempeño en ventas de almacenes la madrina

Abstract

CONDITION FOR PUBLICATION OF PROJECT. objective of the current project is to examine the reasons for the low productivity of the home plastics section at Almacenes La Madrina and suggest business tactics that will help increase its competitiveness and profitability. A mixed methodological approach was used which integrated point-of-sale observation, past sales analysis (2022-2024) and customer surveys. The findings showed that the decline in sales is due to factors such as a low level of product portfolio innovation, an unattractive problem with inventory management and the lack of connection between what is offered and consumers' true tastes. In response to these findings, a comprehensive strategy was developed that includes the optimization of the exhibition, the improvement of the assortment, the implementation of attractive promotions and the use of digital tools such as the application "Responde y Gana", which aims to obtain direct feedback from customers through incentive surveys. This aims not only to reactivate the participation of the household plastics section in chain sales, but also to establish a management model focused on innovation, constant improvement and co-creation, be able to be replicated in other categories with poor performance within the retail sector. Keywords: Commercial strategies, consumer behavior, market research, sales optimization, co-creation