Marketing olfativo en el punto de venta caso tipo: el mercado de comercialización de electrodomésticos de la carrera 13 entre las calles 15 y 17 de Bogotá, Colombia

Abstract

The relationship that companies have with their users is a field that is becoming more important day after day. In the same way, the need to acquire the products shows us that in the market, the approach that companies must adopt has to have a relationship between the user and the product, and not only towards the product, from the creation of internal policies. , even the objectives that are outlined for commercial strategies; But when evaluating all these aspects, we can see that companies in the city of Bogotá do not have the same investment capacity to encourage this idea, both in the commercial planning department and in the communication department. According to the Ministry of Development, in the city of Bogotá, 82% are micro or small companies, and in these the investment power is not as high as in medium or large companies. But there is something that all companies have in common: if a company wants to have a closer relationship with its users, it must change its approach and apply strategies that are clearly directed towards their loyalty. For this reason, the great importance of the moment in which users make their first interaction with the products is evident, which in most cases takes place within the points of sale; At this moment is where adequate strategies must be applied to be able to acquire new users and convert them into clients.