Points of sale changes to cater to the C class
DCI - 04/10/2008
To adopt direct and easy communication that makes the purchase impulse have higher impact - which normally means 80% in any point of sale, mainly in the C, D and E classes, which have showed higher purchase power - is a strong tendency in retail, which started adopting televisions inside the stores in order to advertise the products. Armarinhos Fernando changed the concept of its store offering more room for customers to walk inside it, in a 700 square meter environment with escalators and wide corridors for the better exhibition of products and better visualization of items and prices - easy and direct communication. With plans to keep the POSs more compact, with 700 to 1,000 m ² area, Dicico's construction home center inherited a strong supermarket culture from its majority partner, Dimitrios Markakis, former owner of the extinct Cândia chain. The company follows the trend of the large auto-service networks, which, two years ago, opt for neighborhood stores and has implemented 12 smaller stores in municipalities with up to 300 thousand inhabitants since last year. Next Saturday it will open a store in Guaratinguetá (SP). As the competition in auto-service is increasingly bigger, companies started to hide their cards and, most of the time, they say that the goal is to keep the profile of the stores, treating their layout plans as state secrets. But that was not what has recently happened with Pão de Açúcar, Wal-Mart, and Carrefour, which announced the installation of plasma televisions inside their stores to reach consumer in a fast visual way. Yet, the director of the expansion area of the Todo Dia chain, Marcelo Figueiredo, affirmed that his flag (part of the Wal-Mart chain) has not made and will not make major changes at first. The changes, as Figueiredo reported, were made in 2006, when they purchased the Bom Preço chain and its chain of small stores located in popular districts, Balaio. "Small assortment adjustments are seasonally made in the basic items and in the offer of products, such as home appliances. We are now evolving with the same prototypes of the old stores and of the last year's five new ones".