{"id":1505,"date":"2026-01-27T22:25:16","date_gmt":"2026-01-27T22:25:16","guid":{"rendered":"https:\/\/blog.ramirocastrejon.com\/?p=1505"},"modified":"2026-01-27T22:25:33","modified_gmt":"2026-01-27T22:25:33","slug":"zonas-calientes-y-zonas-frias-en-trade-marketing","status":"publish","type":"post","link":"https:\/\/blog.ramirocastrejon.com\/pt\/zonas-calientes-y-zonas-frias-en-trade-marketing\/","title":{"rendered":"Zonas Calientes y Zonas Fr\u00edas en  Trade Marketing"},"content":{"rendered":"\n<p>Zonas Calientes y Zonas Fr\u00edas en  Trade Marketing &#8211; Tu punto de venta.<\/p>\n\n\n\n<p><strong>Zonas Calientes vs. Zonas Fr\u00edas: El metro cuadrado m\u00e1s caro es el que no vende<\/strong><\/p>\n\n\n\n<p>En el retail, la democracia no existe: no todos los espacios son iguales.<\/p>\n\n\n\n<p>Si caminas por cualquier supermercado, notar\u00e1s que hay pasillos por los que <em>tienes<\/em> que pasar y rincones oscuros que parecen &#8220;tierra de nadie&#8221;.<\/p>\n\n\n\n<p>En Trade Marketing, nuestra obsesi\u00f3n debe ser el tr\u00e1fico.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Zonas Calientes:<\/strong> Cabeceras de g\u00f3ndola, l\u00ednea de cajas, nivel de los ojos (1.60m). Aqu\u00ed el producto se vende casi solo por pura visibilidad.<\/li>\n\n\n\n<li><strong>Zonas Fr\u00edas:<\/strong> Pasillos ciegos, esquinas, estantes a nivel del suelo. Aqu\u00ed es donde los productos van a morir si no intervenimos.<\/li>\n<\/ul>\n\n\n\n<p>El error de muchos Trade Managers es pelear a muerte por la zona caliente (que cuesta una fortuna) y abandonar la zona fr\u00eda.<\/p>\n\n\n\n<p><strong>\u00bfLa estrategia ganadora?<\/strong> Calentar el hielo.<\/p>\n\n\n\n<p>Utiliza &#8220;productos im\u00e1n&#8221; (esos de alta necesidad como leche o pan) en zonas fr\u00edas para obligar al Shopper a recorrer el pasillo. Coloca se\u00f1alizaci\u00f3n disruptiva o <em>cross-merchandising<\/em> para interrumpir el paso en \u00e1reas muertas.<\/p>\n\n\n\n<p>No se trata solo de estar en la tienda; se trata de estar en el <em>camino<\/em> del Shopper.<\/p>\n\n\n\n<p>\ud83d\udca1 <strong>Reflexi\u00f3n del d\u00eda:<\/strong><\/p>\n\n\n\n<p>Un producto excelente en una zona fr\u00eda tiene menos probabilidades de venta que un producto mediocre en una zona caliente. La visibilidad precede a la preferencia. Si no te ven, no te compran.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>\ud83d\udc47 <strong>\u00bfQuieres dominar el arte del Trade Marketing?<\/strong><\/p>\n\n\n\n<p>Si quieres aprender m\u00e1s \u00fanete a mi newsletter:<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/newsletters\/7390840577824620544\" target=\"_blank\" rel=\"noopener\" title=\"\">https:\/\/www.linkedin.com\/newsletters\/7390840577824620544<\/a><\/p>\n\n\n\n<p>Y mejor a\u00fan, si quieres tomar acci\u00f3n y que colaboremos juntos, agenda una sesi\u00f3n conmigo:<\/p>\n\n\n\n<p><a href=\"https:\/\/u6hab.share.hsforms.com\/2oKuh6dTbTG6zu0Eu2xp_Lw\" target=\"_blank\" rel=\"noopener\" title=\"\">https:\/\/u6hab.share.hsforms.com\/2oKuh6dTbTG6zu0Eu2xp_Lw<\/a><\/p>\n\n\n\n<p><strong>#TradeMarketing #RetailDesign #VisualMerchandising #EstrategiaDeVentas<\/strong><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zonas Calientes y Zonas Fr\u00edas en Trade Marketing &#8211; Tu punto de venta. Zonas Calientes vs. Zonas Fr\u00edas: El metro cuadrado m\u00e1s caro es el que no vende En el retail, la democracia no existe: no todos los espacios son iguales. Si caminas por cualquier supermercado, notar\u00e1s que hay pasillos por los que tienes que [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1500,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[9],"tags":[],"class_list":["post-1505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trade-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"Zonas Calientes y Zonas Fr\u00edas en Trade Marketing - Tu punto de venta. 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