Today, in our ‘Interviews with Executives’ section, we interview Ramón Gargallo, the CEO of Visibilidad Punto de Venta. The company is currently based in Mataró, after spending years in Badalona, and with Gargallo we will learn about its position and role in the cosmetics sector.
- Who is Ramón Gargallo and how did he get into the cosmetics sector?
My professional life has been deeply linked to the pharmaceutical sector, which has allowed me to establish strong links with pharmacists and to learn about their needs and priorities. This close relationship naturally led me to specialise VPV in the vibrant cosmetics sector, both in pharmacies and in specialised shops.
- Why was Visibilidad en Punto de Venta born? How would you define the company? What makes it different?
At VPV, we offer a global vision and a comprehensive 360º service, from design conception to final delivery. We pride ourselves on working closely with our clients, providing creative solutions and cutting-edge materials that respect the environment without sacrificing the essence of the brand. Our disruptive designs are designed to capture the attention of the end customer, generating that desired ‘I see it, I want it, I buy it’.
- Why the cosmetics sector?
My professional relationship with pharmacists has become closer over the years, which has allowed me to clearly understand their POS needs and priorities. As a result, VPV has naturally specialised in the cosmetics sector, both in the pharmacy and in the shop.
- How important is innovation within your company and how do you try to stay ahead of the curve?
More than 70% of consumers make their purchase decision at the point of sale. At VPV, we are constantly looking for new ways to attract the customer, actively participating in events and trade fairs to keep up to date with market trends and new materials. In this sense, being a member of the Beauty Cluster gives us access to reliable and continuous information on developments and trends in the cosmetics market. We understand that for point-of-sale (POS) advertising to be effective, it must satisfy both the end customer and the professional displaying it, always respecting the brand's image and messages.
- What is disruption and innovation for VPV and how do you work with it?
You have to seduce the customer with creative and original POS without losing sight of the essence of the brand. At VPV, we attach great importance to design and our commitment to design is absolute. We create disruption through innovative designs that seduce and surprise. We have an in-house design department that is dedicated to creating POS that surprises and engages, using a wide variety of media, materials, textures and shapes. This dedication has led us to win several design awards, highlighting our ability to arouse emotions and capture the customer's attention.
- What is the work of VPV, how do you accompany the customer and how do you satisfy their requests?
The Key to Success: Understanding the Customer and the POS professional. At VPV, a thorough understanding of the needs of both the end customer and the POS professional is our formula for success. We accompany our clients every step of the way, providing personalised advice on design and effective strategies to capture the consumer's attention. We adapt our recommendations to the specific requirements of each client, always respecting the image and values of their brand. This dedication allows us to create unique and memorable shopping experiences that not only attract, but also build consumer loyalty.
- Is it more difficult to surprise the end consumer, and how do you deal with this challenge?
In today's world, consumers don't just buy products, they buy experience. The experience is lived through the image, trust, happiness and well-being that the brand transmits through its products. Therefore, at VPV we believe that POS must go beyond being a simple physical support; it must offer an emotional experience that motivates purchases and improves the perception of the brand.
Our mission is clear: to transform the shopping experience through creative and original POS that reflects the essence of the brand and effectively engages customers. At VPV, every design is an opportunity to innovate and stand out in the competitive world of cosmetics.
- How does Ramón Gargallo expect the cosmetics sector to evolve over the next five years?
Over the next five years, the cosmetics sector in Spain will be transformed by the rise of natural cosmetics and the integration of artificial intelligence (AI) in product development. AI will enable more personalised and effective formulas, revolutionising the market. Sustainable POS will be essential to highlight these products, combining environmental friendliness and innovative design. This evolution will not only enhance the value of cosmetics, but also offer exciting and memorable shopping experiences to reinforce customer loyalty and boost brand image in a highly competitive market.