{"id":16904,"date":"2024-04-12T19:43:40","date_gmt":"2024-04-12T19:43:40","guid":{"rendered":"https:\/\/club.involves.com\/es\/?p=16904"},"modified":"2024-04-15T19:48:22","modified_gmt":"2024-04-15T19:48:22","slug":"off-trade","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/off-trade\/","title":{"rendered":"On trade y off trade: diferencias y estrategias espec\u00edficas"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">El viaje del <\/span><i><span style=\"font-weight: 400;\">shopper <\/span><\/i><span style=\"font-weight: 400;\">est\u00e1 lleno de decisiones influenciadas por el entorno de compra. <\/span><b>Comprender si el <\/b><a href=\"https:\/\/content.involves.com\/es\/ebook-que-es-pdv\" target=\"_blank\" rel=\"noopener\"><b>punto de venta<\/b><\/a><b> ofrece consumo en el lugar o no es fundamental para dar forma a una estrategia de ejecuci\u00f3n efectiva<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con esto en mente, en el art\u00edculo de hoy explicaremos los entornos de <\/span><i><span style=\"font-weight: 400;\">on trade<\/span><\/i><span style=\"font-weight: 400;\"> y <\/span><i><span style=\"font-weight: 400;\">off trade<\/span><\/i><span style=\"font-weight: 400;\"> y c\u00f3mo explotar enfoques espec\u00edficos para cada escenario.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfCu\u00e1l es la diferencia entre On Trade y Off Trade?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El <\/span><i><span style=\"font-weight: 400;\">on trade<\/span><\/i><span style=\"font-weight: 400;\"> se refiere a lugares donde los <\/span><i><span style=\"font-weight: 400;\">shoppers <\/span><\/i><span style=\"font-weight: 400;\">adquieren productos para consumir en el lugar, como bares, restaurantes, clubes nocturnos y eventos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por otro lado, el <\/span><i><span style=\"font-weight: 400;\">off trade<\/span><\/i><span style=\"font-weight: 400;\"> implica la compra de productos destinados al consumo en casa, en el trabajo o en cualquier otro lugar fuera del establecimiento de venta, como es el caso de supermercados, tiendas de conveniencia e incluso <\/span><a href=\"https:\/\/club.involves.com\/es\/tienda-de-conveniencia\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">tiendas de autoservicio<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfPor qu\u00e9 es importante tener estrategias diferentes para On trade y Off trade?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Cada ambiente tiene caracter\u00edsticas \u00fanicas que requieren que las estrategias sean adaptadas. Mientras que <\/span><b>en el<\/b><b><i> on trade<\/i><\/b><b> el enfoque est\u00e1 en la experiencia sensorial y la conveniencia inmediata, en el <\/b><b><i>off trade<\/i><\/b><b> es esencial atraer la atenci\u00f3n del shopper en los estantes<\/b><span style=\"font-weight: 400;\"> y asegurar la disponibilidad del producto.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Estrategias de On Trade\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">En el<\/span> <b><i>on trade<\/i><\/b><b>, es esencial centrarse en estrategias que aumenten la visibilidad de la marca e inciten el deseo de consumir el producto<\/b><span style=\"font-weight: 400;\">. Esto puede incluir acciones como:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Promociones exclusivas:<\/b><span style=\"font-weight: 400;\"> asociaciones con establecimientos para ofrecer promociones exclusivas pueden atraer m\u00e1s clientes e incentivar el consumo.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Experiencias de degustaci\u00f3n: <\/b><span style=\"font-weight: 400;\">ofrecer a los consumidores la oportunidad de probar el producto en el propio PDV puede aumentar significativamente las ventas.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Eventos tem\u00e1ticos<\/b><span style=\"font-weight: 400;\">: organizar eventos tem\u00e1ticos en el PDV puede crear experiencias \u00fanicas y atraer a un p\u00fablico espec\u00edfico.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Estrategias de Off Trade\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">En el <\/span><i><span style=\"font-weight: 400;\">off trade<\/span><\/i><span style=\"font-weight: 400;\">, las estrategias deben estar orientadas a<\/span><b> garantizar que el producto se destaque en los estantes y sea f\u00e1cilmente accesible para los <\/b><b><i>shoppers<\/i><\/b><span style=\"font-weight: 400;\">. Vale la pena invertir en estrategias como:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Merchandising efectivo:<\/b><span style=\"font-weight: 400;\"> invertir en materiales de <\/span><a href=\"https:\/\/club.involves.com\/es\/tipos-de-merchandising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">merchandising <\/span><\/a><span style=\"font-weight: 400;\">visualmente atractivos puede resaltar el producto en los estantes y atraer la atenci\u00f3n de los consumidores.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Promociones en el empaque:<\/b><span style=\"font-weight: 400;\"> ofrecer descuentos o regalos en el empaque puede incentivar la compra y aumentar la percepci\u00f3n de valor del producto.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Programas de fidelidad: <\/b><span style=\"font-weight: 400;\">crear programas de fidelidad que recompensen a los clientes por la compra regular puede aumentar la lealtad a la marca e impulsar el sell-out.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Adoptar estrategias espec\u00edficas para<\/span><i><span style=\"font-weight: 400;\"> On Trade <\/span><\/i><span style=\"font-weight: 400;\">y <\/span><i><span style=\"font-weight: 400;\">Off Trade <\/span><\/i><span style=\"font-weight: 400;\">es esencial para satisfacer las expectativas de los shoppers y maximizar el impacto en el sell out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para m\u00e1s consejos sobre c\u00f3mo destacar con merchandising en la pr\u00e1ctica, <\/span><b>descarga el ebook \u201c<\/b><a href=\"https:\/\/content.involves.com\/es\/ebook-data-analytics\" target=\"_blank\" rel=\"noopener\"><b>Data Analytics en tu PDV<\/b><\/a><b>\u201d y descubre c\u00f3mo tomar decisiones m\u00e1s estrat\u00e9gicas y operar con m\u00e1s eficiencia<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Descubre las diferencias entre on trade y off trade y aprende c\u00f3mo adaptar tus campa\u00f1as de ejecuci\u00f3n con estrategias espec\u00edficas para cada escenario.<\/p>\n","protected":false},"author":17,"featured_media":17558,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[271,275],"tags":[],"class_list":["post-16904","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ejecucion-en-pdv","category-estrategias-de-trade-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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