This initiative, part of the I Cameral Plan 2026 – 2028 between the Andalusian Council of Chambers and the Junta de Andalucía, aims to improve the competitiveness of local businesses. The session, titled “Neuromarketing applied to commerce: shop window, store, and shopping experience to sell more,” will take place at 08:30 AM.
The main objective is to provide participating businesses with practical tools to understand the current consumer's purchasing behavior. Key aspects such as the shop window, interior layout, lighting, visual communication, customer service, product presentation, and building trust at the point of sale will be addressed.
The workshop will have a highly practical approach, combining a brief technical introduction with a guided tour of establishments in the commercial area of Villanueva de Córdoba. An expert professional will analyze "in situ" elements of local commerce from the perspective of neuromarketing and visual merchandising, identifying improvement opportunities applicable to small businesses.
Topics covered will include the visual perception of the shop window, hot and cold spots in the store, customer flow, the importance of sensory stimuli, communication of prices and promotions, building trust, and customer loyalty. Attendees will learn about current retail trends, identify quick and low-cost improvements, and discover best practices among local businesses.
The workshop will feature a practical and participatory format, starting with an introductory session on neuromarketing applied to visual merchandising and customer experience, followed by a guided tour of shops in the commercial area of Villanueva de Córdoba. During the visit, real examples will be analyzed, and recommendations applicable to local commerce will be proposed, fostering direct learning and attendee participation.
The session is expected to last approximately 3 hours for the guided commercial route and is aimed at retailers, professionals, self-employed individuals, and entrepreneurs in the retail sector of Villanueva de Córdoba.
The instructor will be Juan Carlos Lancha Santana, a professional visual merchandiser and lecturer at the Seville School of Business and Fashion (ENSDM).
Registration can be confirmed by calling 957120990 or via email at asociacionasevi@gmail.com.
