The Chamber of Commerce of Andújar has organized the workshop “Neuromarketing applied to Window Dressing and Commercial Image”, an initiative designed to provide local businesses with practical tools to understand new visual trends and how window displays can improve the customer experience. The event brought together 20 participants at the Casa Azul, starting with a networking coffee.
The session focused on the window display as a key communication channel for showcasing products, delving into consumer psychology, window display elements and objectives, lighting, color, composition, commercial image, and the keys of neuromarketing in the retail sector.
Javier Camello, president of the Chamber of Commerce, welcomed the attendees, while Juan Carlos Martínez, Councilor for Commerce and Tourism of the City Council of Andújar, highlighted the importance of understanding current trends to connect with the public.
Following the theoretical training, a tour of participating establishments was conducted to practically analyze their window displays and offer recommendations for improvement in composition, visual communication, and consumer attraction.
This workshop is part of the 1st Chamber Plan of Andalusia, 2026-2028, promoted by the Andalusian Council of Chambers of Commerce and the Junta de Andalucía.
The training was delivered by Juan Carlos Lancha, a window dresser, visual merchandiser, and lecturer. The main objective was to advise professionals in the commercial, customer service, and sales sectors, as well as entrepreneurs from Andújar, to update their knowledge and apply new techniques that enhance the customer experience.
The Chamber of Commerce, Industry, and Services of Andújar will continue to develop actions and workshops through the Plan Cameral de Andalucía to strengthen the competitiveness and innovation of the Andalusian business fabric.
