{"id":13115,"date":"2018-08-13T09:33:16","date_gmt":"2018-08-13T09:33:16","guid":{"rendered":"http:\/\/clubdeltrade.com\/?p=13115"},"modified":"2023-01-30T19:48:29","modified_gmt":"2023-01-30T19:48:29","slug":"5-lecciones-de-merchandising-estrategico","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/5-lecciones-de-merchandising-estrategico\/","title":{"rendered":"5 LECCIONES DE MERCHANDISING ESTRAT\u00c9GICO"},"content":{"rendered":"<h2><b>LOS H\u00c1BITOS HAN CAMBIADO, \u00bfY T\u00da?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Merchandising estrat\u00e9gico: en las \u00faltimas d\u00e9cadas, la sociedad y la econom\u00eda han cambiado radicalmente. Estos cambios prepararon el terreno para muchos modelos econ\u00f3micos y ayudaron a revolucionar la forma de comprar y vender, principalmente en la relaci\u00f3n entre Industria, Retail y <a href=\"https:\/\/club.involves.com\/es\/blog\/que-es-shopper-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shopper<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El hecho de que estos tres involucrados se rotaran el nivel de la importancia promovi\u00f3 el cambio del poder. Al comienzo, era la industria la que ten\u00eda el poder. Esto era posible por el poco poder de los minoristas (retailers) y la escasez de marcas, y el consumidor que, a su vez, no ten\u00eda muchas opciones para comprar. Posteriormente, gracias al mix variado y al enriquecimiento de las cadenas minoristas, sumado al bajo poder adquisitivo de los consumidores, transform\u00f3 al Retail en el l\u00edder de la cadena de consumo.<\/span><\/p>\n<blockquote><p>Si queremos alcanzar el \u00e9xito, necesitamos estar preparados para conquistar la compra del shopper.<\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<h2><b>\u00bfC\u00d3MO COMPRAN LOS CONSUMIDORES?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Es importante recordar que, <\/span><b>aunque se pueda comprar por internet <\/b><span style=\"font-weight: 400;\">y el fantasma de la crisis est\u00e9 al acecho<\/span><b>, los consumidores no dejan de visitar el punto de venta.<\/b><span style=\"font-weight: 400;\"> \u00bfQue si eso tiene una raz\u00f3n l\u00f3gica? \u00a1L\u00f3gico que s\u00ed! Las tiendas ofrecen m\u00e1s <\/span><b>experiencias sensoriales <\/b><span style=\"font-weight: 400;\">que el comercio electr\u00f3nico.<\/span><\/p>\n<blockquote><p>Entre el 66 y el 70%, esa es la cifra de shoppers que deciden en el punto de venta lo que van a llevar a sus casas (USA and Delloite, USA, 2006).<\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<h2><b>LA RECETA DE LA TORTA DEL MERCHANDISING<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Si la compra todav\u00eda ocurre en el punto de venta, no hay otra forma de conquistar al shopper sino es con una <\/span><b>estrategia de merchandising bien alineada<\/b><span style=\"font-weight: 400;\">. Pero est\u00e1 muy equivocado el que piense que el Visual Merchandising es la \u00fanica preocupaci\u00f3n del profesional de <a href=\"https:\/\/club.involves.com\/es\/blog\/trade-marketing\/\">Trade Marketing<\/a> cuando llegamos a esa etapa. El proceso es complejo, y se dise\u00f1a desde la investigaci\u00f3n de Shopper, pasando por la <\/span><b>creaci\u00f3n, producci\u00f3n, log\u00edstica, implementaci\u00f3n y monitoreo.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">El Trade Marketing viene al encuentro del nuevo perfil del retail como una forma de coordinar los trabajos de la industria y personalizar las acciones de acuerdo con las diferentes caracter\u00edsticas de sus clientes.<\/span><\/p>\n<blockquote><p>TRADE MARKETING =<\/p>\n<p>5% de Promoci\u00f3n de Merchandising, 95% de Inteligencia de Shopper y Canales<\/p>\n<p>&nbsp;<\/p><\/blockquote>\n<h2><b>\u00bfMIDES TUS ACCIONES?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Si existe una comunicaci\u00f3n abierta con el Retail y la Industria, y si las acciones est\u00e1n siendo realizadas de acuerdo con el perfil del PDV, <\/span><b>no hay lugar para resultados negativos en la operaci\u00f3n de Trade Marketing<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre m\u00e1s se comparta y mayor sea la gesti\u00f3n de la informaci\u00f3n en el punto de venta, menor ser\u00e1 el margen para errores. Saber el dimensionamiento de un equipo, la efectividad de su trabajo y la calidad que est\u00e1 a la vista del shopper puede resultar en excelentes resultados. Aqu\u00ed vale la pena mencionar una vieja m\u00e1xima: \u00abQuien tenga el conocimiento tiene el poder\u00bb.\u00a0<strong>En ese momento te dar\u00e1s cuenta de que la <a href=\"https:\/\/agilepromoter.com\/es?utm_source=club-del-trade&amp;utm_medium=in-text&amp;utm_campaign=cinco-lecciones\" target=\"_blank\" rel=\"noopener noreferrer\">tecnolog\u00eda de trade marketing<\/a> est\u00e1 a tu favor.<\/strong><\/span><\/p>\n<h2><b>APRENDE CON EJEMPLOS<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">No hay una mejor forma de aprender que seguir estudiando sobre <a href=\"https:\/\/club.involves.com\/es\/blog\/que-es-el-merchandising\/\" target=\"_blank\" rel=\"noopener noreferrer\">qu\u00e9 es el merchandising<\/a>\u00a0y estudiar ejemplos de <a href=\"https:\/\/club.involves.com\/es\/blog\/acciones-de-merchandising-en-el-pdv\/\" target=\"_blank\" rel=\"noopener noreferrer\">acciones de merchandising<\/a> que ya han dado resultados.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El caso de Nivea en alianza con Walmart es una de las historias de \u00e9xito presentadas por el profesor Rubens Sant&#8217;Anna. <\/span><b>El aumento del ticket fue apenas un resultado de la acci\u00f3n que tambi\u00e9n promovi\u00f3 un mayor flujo en el departamento y forj\u00f3 la identidad de Nivea junto a los consumidores.<\/b><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-13117 alignleft\" src=\"http:\/\/club.involves.com\/es\/wp-content\/uploads\/2018\/08\/nivea1.png\" alt=\"nivea1 - merchandising\" width=\"412\" height=\"309\" srcset=\"https:\/\/club.involves.com\/es\/wp-content\/uploads\/2018\/08\/nivea1.png 412w, https:\/\/club.involves.com\/es\/wp-content\/uploads\/2018\/08\/nivea1-300x225.png 300w\" sizes=\"(max-width: 412px) 100vw, 412px\" \/><\/p>\n<p><img decoding=\"async\" class=\" wp-image-13116 alignleft\" src=\"http:\/\/club.involves.com\/es\/wp-content\/uploads\/2018\/08\/nivea2.png\" alt=\"nivea2 - merchandising\" width=\"410\" height=\"304\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Merchandising<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Merchandising estrat\u00e9gico: la sociedad y la econom\u00eda han cambiado radicalmente, as\u00ed como la relaci\u00f3n entre Industria, Retail y Shopper.<\/p>\n","protected":false},"author":4,"featured_media":13122,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[271,275],"tags":[39],"class_list":["post-13115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ejecucion-en-pdv","category-estrategias-de-trade-marketing","tag-merchandising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Merchandising estrat\u00e9gico: 5 lecciones essenciales - Involves Club<\/title>\n<meta name=\"description\" content=\"\u00bfQu\u00e9 es el merchandising estrat\u00e9gico? \u00bfCu\u00e1les son sus objetivos? 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