Service design applied to the point of sale for ceramic tiles from Eliane Revestimentos

Abstract

This article analyzes the relationship between Service Design and Visual Merchandising, using Eliane Revestimentos Cerâmicos as the object of study. Using strategic and exploratory methods classified as Service Design methods, based on Stickdorn and Schneider (2010) and Pinheiro and Alt (2017), the brand's audience is identified, considering their diverse profiles and their journeys in the purchasing process, from the moment of discovering the demand to the final decision and receipt of the merchandise. Through data collection, it is possible to pinpoint the main cause of consumer discomfort and insecurity throughout the entire purchasing journey, with an emphasis on the in-store research phase, the choice of the ideal product, and the absorption of technical information, knowing that there are numerous peculiarities and limitations. Thus, the importance of design concepts and the value it adds to retail, especially in the ceramic segment, is proven when its methods prove effective in generating solutions for the point of sale. Based on Blessa (2014) and Wheeler (2008), it also presents Visual Merchandising in an exploratory manner, as well as its function within Marketing and its configurations regarding the POS (point of sale). In fact, the details belonging to Visual Merchandising are brand touchpoints with the public, and this relationship is as important as the product for sale. By exploring these touchpoints and uniting this with solution generation, it is possible to understand the designer's role as a developer of problem-solving projects, with a mindset fully directed towards the target audience and what they consider a good discovery and purchasing experience.