Gestión efectiva de mercancía promocional: un enfoque aplicado en canales minoristas en una empresa multinacional

Abstract

CONDITION FOR PUBLICATION OF PROJECT. In the mass consumption sector, promotional merchandise plays a key role in building consumer loyalty, strengthening brands, and boosting product turnover. The project aims to design a digital system to manage merchandising deliveries in the retail channel, based on the hypothesis that structured traceability improves operational efficiency and campaign profitability. The proposal focuses on optimizing resources, reducing losses, and supporting strategic decisions with reliable information. The study combined Design Thinking with SWOT analysis, stakeholder mapping, interviews, point-of-sale observations, and impact/difficulty matrices and feedback. A digital prototype was built to record and track deliveries, expressed through functional diagrams and validated with the participation of internal and external stakeholders. The findings revealed the lack of a comprehensive control system, process variability, and low traceability. The proposal validated fraud recording and prevention mechanisms, with positive acceptance and improvements in efficiency and transparency. It is inferred that the implementation of a digital system strengthens merchandising management, increases competitiveness, and contributes to the company's operational sustainability. Keywords: Innovation, Digital Control, Operational Efficiency, Traceability