Biblioteca Digital de VanguardiaTHE POINT OF SALE AS A SPACE FOR EMOTIONAL RELATIONSHIPS
Traditionally, the Points of Sale (PV) have developed 2 basic activities in the relationship between seller and buyer: a) The function of Information Point on the products or services required by consumers and b) The function of physical Storage Point of the products. These 2 functions are eminently...
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4627 |
| _version_ | 1782344945380622336 |
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| author | Capriotti, Paul |
| author_facet | Capriotti, Paul |
| author_sort | Capriotti, Paul |
| collection | Revista |
| description | Traditionally, the Points of Sale (PV) have developed 2 basic activities in the relationship between seller and buyer: a) The function of Information Point on the products or services required by consumers and b) The function of physical Storage Point of the products. These 2 functions are eminently transactional in nature. However, these traditional functions of PVs are seriously threatened by the widespread development of information technologies and their massive introduction and acceptance by consumers. So, what is the future of the traditional PV? Will they disappear to be supplanted by the new information technologies and home distribution? Possibly the PVs will have to rethink their role within the commercial scenario and look for a role that provides them with some value in the relationship with the customer. In this sense, the traditional PV should relativize its merely transactional functions (information and storage), and reorient itself towards a function of "Emotional Relationship Point" with the consumer. This article is based on a professional investigation carried out by the author for a computer products company, whose basic objective was to analyze the "moments of emotional relationship / bonding" of the Points of Sale, from the identification of the "quality instruments communicative ". 150 points of sale in 6 large Spanish cities were analyzed. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4627 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-46272020-10-03T17:37:35Z THE POINT OF SALE AS A SPACE FOR EMOTIONAL RELATIONSHIPS EL PUNTO DE VENTA COMO ESPACIO DE RELACIÓN EMOCIONAL Capriotti, Paul comunicación punto de venta emociones PLV marketing relacional relational marketing Communication point of sale PLV Emotions Traditionally, the Points of Sale (PV) have developed 2 basic activities in the relationship between seller and buyer: a) The function of Information Point on the products or services required by consumers and b) The function of physical Storage Point of the products. These 2 functions are eminently transactional in nature. However, these traditional functions of PVs are seriously threatened by the widespread development of information technologies and their massive introduction and acceptance by consumers. So, what is the future of the traditional PV? Will they disappear to be supplanted by the new information technologies and home distribution? Possibly the PVs will have to rethink their role within the commercial scenario and look for a role that provides them with some value in the relationship with the customer. In this sense, the traditional PV should relativize its merely transactional functions (information and storage), and reorient itself towards a function of "Emotional Relationship Point" with the consumer. This article is based on a professional investigation carried out by the author for a computer products company, whose basic objective was to analyze the "moments of emotional relationship / bonding" of the Points of Sale, from the identification of the "quality instruments communicative ". 150 points of sale in 6 large Spanish cities were analyzed. Tradicionalmente, los Puntos de Venta (PV) han desarrollado 2 actividades básicas en la relación entre vendedor y comprador: a) La función de Punto de Información sobre los productos o servicios requeridos por los consumidores y b) La función de Punto de Almacenamiento físico de los productos. Estas 2 funciones tienen un carácter eminentemente transaccional. Sin embargo, estas funciones tradiciones de los PV están seriamente amenazadas por el amplio desarrollo de las tecnologías de la información y su masiva introducción y aceptación por parte de los consumidores. Entonces, ¿Cuál es el futuro de los tradicionales PV?, ¿Desaparecerán para ser suplantados por las nuevas tecnologías de la información y la distribución a domicilio? Posiblemente los PV deberán replantearse su función dentro del escenario comercial y buscar una función que les aporte algún valor en la relación con el cliente. En este sentido, el PV tradicional debería relativizar sus funciones meramente transaccionales (información y almacenamiento), y reorientarse hacia una función de “Punto de Relación Emocional” con el consumidor. Este artículo está basado en una investigación profesional realizada por el autor para una empresa de productos informáticos, cuyo objetivo básico era analizar los "momentos de relación/vinculación emocional" de los Puntos de Venta, a partir de la identificación de los "instrumentos de calidad comunicativa". Se analizaron 150 puntos de venta en 6 grandes ciudades españolas. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4627 Colección Académica de Ciencias Sociales; Vol. 1 Núm. 2 (2014): Jul-Dic; 16-28 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4627/4312 |
| spellingShingle | comunicación punto de venta emociones PLV marketing relacional relational marketing Communication point of sale PLV Emotions Capriotti, Paul THE POINT OF SALE AS A SPACE FOR EMOTIONAL RELATIONSHIPS |
| title | THE POINT OF SALE AS A SPACE FOR EMOTIONAL RELATIONSHIPS |
| title_full | THE POINT OF SALE AS A SPACE FOR EMOTIONAL RELATIONSHIPS |
| title_fullStr | THE POINT OF SALE AS A SPACE FOR EMOTIONAL RELATIONSHIPS |
| title_full_unstemmed | THE POINT OF SALE AS A SPACE FOR EMOTIONAL RELATIONSHIPS |
| title_short | THE POINT OF SALE AS A SPACE FOR EMOTIONAL RELATIONSHIPS |
| title_sort | point of sale as a space for emotional relationships |
| topic | comunicación punto de venta emociones PLV marketing relacional relational marketing Communication point of sale PLV Emotions |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4627 |