Authors:

Grasiele Pilatti (grasipilatti@gmail.com)

Amanda Queiroz Campos (amandaqc88@gmail.com)

Luiz Salomão Ribas Gomez (salomao@cce.ufsc.br)

ABSTRACT:

Abstract:

The points of sale are no longer a space where money is exchanged for a product or a service. The search  for new sensations and engaging experiences is growing. In response to the consumer behavior indicated as a trend by the Trendwatching Latin America report entitled Retail Retold, in May 2014, this presents truck-shops as an alternative for retail. Truck-shops are moving trade models that use trucks or vans as point of sale. Since they consists in points of sale, they should follow visual merchandising projects as well. However, due the temporariness and mobility, there is  a wider range of issuesto be considered in the consumption experience in such spaces. Thus, we intended to approach how the premisses os visual merchandising are applied to truck-shops. The study concluded that experimentation is magnified in tuck-shops retail, since the locations’ choice extends the sensory stimuli – visual, auditory, olfactory and tactile -, in addition to the generation of different surprise attributes at each new chosen location, creating new bran’s memories. In contrasts, as a negative aspect we point out inclement weather conditions can influence on the presence of consumers in open spaces.

Keywords: visual merchandising, consumer behavior, truck-shops, trend.

 Donwload the paper: Itinerante Visual Merchandising.