Keys to the success of the multi-product trade

The main factor is a flexible range of products, one that is varied, attractive, new and affordable and that encourages consumer demand. Multi-product outlets satisfy our purchasing desires, whether they are based on need or mere whim Between 24th and 26th May, Feria de Madrid will host the staging of the sixth edition of Multiproduct-Selection-Toys

The multi-product trade currently has an estimated turnover of more than 6,000 million euros, based on a range of products that is improving in terms of quality and innovation each season.  The multi-product trade has still not reached its point of maturity, as we can observe at the development of the fair, MULTI-PRODUCT-SELECTION - TOYS, which will take place between 24th and 26th May at FERIA DE MADRID, bringing together the products and services of the leading Spanish and foreign wholesalers, manufacturers, importers and exporters within the sector.

The attraction of outlets of this kind is founded on bulk sale and considerable flexibility in terms of covering society's demands and new consumer habits. Multi-product shops, by their very nature, encompass a relatively wide range of items that involve little consumer commitment, given that the risks that individuals run as a result of error are minimal due to the low acquisition cost. Within the varied range of products, which is sometimes associated with superfluous items, we also come across basic items, such as household goods, kitchenware and DIY items, instantly catering for a primary type of demand due to the proximity of the shops.  

Although multi-product outlets were originally associated with the Oriental trade, today they have become authentic bazaars that vary the diversity of their product ranges in order to generate high levels of consumer appeal. "Furthermore, given that the cost of the items on show is not very high, there is an increased probability that the consumer will leave the premises with items other than those he was originally looking for", states Luis María Sanz, a Lecturer on Social and Consumer Psychology at the University Rey Juan Carlos. "What is more, if we depart from the premise that shopping gives consumers an enormous boost from a psychological point of view, provided that it is voluntary, multi-product shops emerge as veritable temples in which to fulfil our purchasing desires, whether they be based on need or mere whim", adds the psychologist.  

There are no internal contradictions in either case. The purchase is emotionally gratifying, which means that the cycle of visits increases and going to a multi-product shop becomes a positive experience, even though the purchases may not have been planned. On occasion, these kinds of outlets also favour intelligent consumption, as in the case of young people who apply practical criteria and optimise their resources in order to cater for their consumer needs. Furthermore, multi-product establishments generate an equal rate of consumption among the various different levels of society.

With regard to secondary products and the social gift culture, "bazaars also work as an emergency option that caters for this need very well on any day of the year, due to the well-stocked and extensive range of products they offer", states Luis María Sanz.  

Today, numerous establishments have changed their profile in accordance with current canons regarding consumer motivation, product presentation and window-dressing, whilst also preserving their bazaar image. In this respect, a rich variety of products continues to expand, thus enhancing a powerful purchasing mechanism: curiosity. "In short, you never know what you are going to find and this is one of the charms of a bazaar, this is what makes this kind of shop unpredictable", concludes Luis María Sanz.

Development towards a More Efficient Establishment

New establishments are gradually renewing their interior design in order to adapt to domestic demand. The multi-product trade has become aware of the possibility of changing customer behaviour based on the distribution of the outlet's interior space, the arrangement of the furniture and the use of colours and lighting, factors that all have a direct impact on customer circulation, convenience, motivation and interest. 

If light can make a space highly attractive, music has a direct impact on the speed of the purchasing decision. Furthermore, the temperature of the establishment will determine how long the customer remains in the shop. Furthermore, the height at which the items are exhibited influences the product turnover, with those goods being placed at eye level being the ones that sell most quickly. We might also mention the fact that the smaller the distance between the passageways, the greater the flow of traffic throughout the establishment. 

The Shop Window: A Key Factor in Attracting the Customers 

A showcase is very often confused with an exhibition window that exhibits the largest number of products possible. A large number of products simply creates a feeling of disorder, when the real purpose of the showcase is to serve as an introductory window on the world of delights inside.  Its main objective is to encourage the customer to enter the shop based on an immediate visual impact. Key ideas aimed at attracting customers include arranging items according to size or according to product families, as well as playing around with colour and lighting. On average, window displays have an average of five seconds to catch the eye of potential consumers who are passing by, encouraging them to enter the shop.

Both the arrangement of the products in geometric compositions and the information that they convey with regard to the shop's range and prices are crucial aspects, although the basic rule consists of knowing the type of customer the product seeks to target and highlighting the product's qualities accordingly. It is best to change presentations every 15 to 20 days, which gives customers sufficient time to get to know the shop's wares without losing interest.  

Colours:

colours evoke unconscious sensations in the consumer's mind. Grouping together items according to colour or based on contrasts can unleash different kinds of reaction. Reddish shades are warm, vital and passionate, whilst bluish shades evoke a sense of serenity and coolness and a feeling of calm. Yellow creates a sense of cheerfulness and extroversion due to its brightness, and orange propitiates activity due to its stimulating qualities. Rose-coloured shades convey a feeling of intimacy, mildness and affection. Purple transmits a sense of peace and mystery, dignity and sadness. Green is soothing and refreshing, whilst brown appeals to the ideas of comfort and severity. Finally, white is synonymous with lightness and cleanliness, but also conveys a feeling of coldness, whilst black is associated with nobility, elegance and sophistication.  

The exhibition brought together at MULTI-PRODUCT SELECTION - TOYS and the presentation of products at the fair encompass an extensive  variety of ideas in all fields, as well as demonstrating a number of presentation formulas for these new trends.  The fair will feature the participation of some 400 direct exhibitors, brands and represented companies and an exhibition made up of thousands of new ideas, among which visitors will find an extensive range of items aimed at catering for the summer sale campaign, covering the following fields: leisure and free time; new ideas for children and young people, including toys, stationery, sports items and school items ...; the latest new features under the heading of household equipment and furnishings; kitchenware; decoration; hardware; DIY; fashion jewellery; cosmetics and fashion accessories; and items for Christmas, Halloween and Carnival, among many other products.