Review article
https://doi.org/10.46672/zsl.8.9.7
Significance of retail space management for sales improvement
Valentina Pantović
; Libertas International University, Zagreb, Croatia
Igor Zovak
; Libertas International University, Zagreb, Croatia
Abstract
Contemporary trade operations are characterized by similar business conditions in terms
of supply and price of goods among competing retail chains. In circumstances where customers
are becoming more and more demanding, service quality becomes a decisive criterion
when choosing a store. Improvement of sales within the promotional activities of a
company also include sales venues through information dissemination, attracting consumer
attention to specific products during purchases, introducing new products dynamically,
and arranging shelf positions at retail spaces to gain a competitive market advantage and
appeal to potential customers. The aim of this paper is to research the importance of business
premises for the improvement of sales. Apart from the theoretical segment, the paper
presents a case analysis showcasing the best practices of the second-largest company in the
Croatian drugstore segment.
Keywords
sales improvement; sales venue; sales management
Hrčak ID:
312477
URI
Publication date:
28.12.2023.
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