Impact of the virtual merchandising in Mpyme SÚPER RÁPIDO C. G. at Holguín
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Abstract
The increasingly frequent use of new technologies for communication and marketing allows companies to create new strategies to gain users, increase sales, and strengthen their customer base and/or audiences. Virtual merchandising is a marketing strategy that helps influence customers' purchasing decisions; therefore, evaluating its impact on society is beneficial for businesses. The objective of this research is to analyze the influence of virtual merchandising on the commercial management of the micro, small, and medium-sized enterprise (Mipyme) Súper Rápido C. G. in Holguín. Surveys, questionnaires, and interviews were used as research methods. The results reveal that the Mipyme increased its sales volume, followers, and reach on the social networks Facebook, Instagram, and WhatsApp. However, challenges related to connectivity and customer loyalty were identified. The study concludes with recommendations for optimizing the use of virtual merchandising as a sales strategy.
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