{"id":17644,"date":"2025-08-06T19:35:14","date_gmt":"2025-08-06T19:35:14","guid":{"rendered":"https:\/\/club.involves.com\/es\/?p=17644"},"modified":"2025-08-10T19:35:46","modified_gmt":"2025-08-10T19:35:46","slug":"conoce-como-el-osa-impacta-en-tus-ventas","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/conoce-como-el-osa-impacta-en-tus-ventas\/","title":{"rendered":"Conoce c\u00f3mo el OSA impacta en tus ventas"},"content":{"rendered":"

Estar presente en el retail es una vitrina que toda marca busca y atesora, sin embargo, no es suficiente tener un espacio designado en el anaquel, la clave es gestionar correctamente esa ubicaci\u00f3n para que tus productos siempre est\u00e9n disponibles para los clientes.\u00a0<\/span><\/p>\n

Un indicador fundamental para conocer la disponibilidad en el anaquel de los productos, es el <\/span>OSA (On-Shelf Availability)<\/b><\/a>.<\/b> Sin duda es una informaci\u00f3n que debes analizar frecuentemente.\u00a0<\/span><\/p>\n

Pero vamos, paso a paso.\u00a0<\/span><\/p>\n

\u00bfQu\u00e9 es el OSA y por qu\u00e9 es tan relevante?<\/b><\/h2>\n

El OSA mide si un producto est\u00e1 efectivamente presente y visible para el consumidor en el lugar donde espera encontrarlo, es decir, en el anaquel.<\/span><\/p>\n

Puedes tener un OSA alto o bajo. Este \u00faltimo significa que hay <\/span>quiebre de stock <\/span><\/a>en anaquel, es decir que no est\u00e1n tus productos disponibles para que los compren los clientes, lo que te generar\u00e1 <\/span>ventas perdidas.\u00a0<\/span><\/a><\/p>\n

Tus productos pueden estar en la sucursal, en la bodega, pero no est\u00e1n exhibidos.\u00a0<\/span><\/p>\n

\u00bfPor qu\u00e9 sucede esto? Por una mala reposici\u00f3n, quiebres por sobreventa, demoras en la distribuci\u00f3n o problemas log\u00edsticos.\u00a0<\/span><\/p>\n

Impacto en tu marca\u00a0<\/b><\/h2>\n

Como mencionamos anteriormente, cuando tienes un OSA bajo s\u00ed o s\u00ed tendr\u00e1s ventas perdidas, porque un cliente que no encuentra tu producto le comprar\u00e1 a tu competencia, elegir\u00e1 otro canal de venta, lo que impactar\u00e1 tu distribuci\u00f3n, o ya no te volver\u00e1 a comprar.\u00a0<\/span><\/p>\n

O puede que te alerten con mensajes en tus redes sociales, de este estilo:\u00a0<\/span><\/p>\n

\u201cHola, me encantar\u00eda probar sus productos, pero no los encontr\u00e9 en el punto de venta\u201d o \u201cAyer pas\u00e9 a comprar tus productos, pero no estaban en el anaquel\u201d.<\/span><\/i><\/p>\n

Cuando esto ocurre de forma sistem\u00e1tica, se genera una p\u00e9rdida silenciosa, dif\u00edcil de detectar si solo se revisan reportes de <\/span>sell-in (ventas al canal) y no se considera el <\/span>sell-out real<\/b> (ventas efectivas al consumidor).<\/span><\/a> Peor a\u00fan, en <\/span>per\u00edodos promocionales<\/span><\/a> o de alta demanda, un bajo OSA puede significar el fracaso total de una campa\u00f1a costosa.<\/span><\/p>\n

El OSA no es inventario, es ejecuci\u00f3n.<\/b><\/h2>\n

Tener un OSA alto, es una gran tarea e implica coordinar m\u00faltiples \u00e1reas:<\/span><\/p>\n

    \n
  1. Log\u00edstica:<\/span><\/a> para asegurar una entrega oportuna. Es decir, que tus productos lleguen a la sucursal.<\/span><\/li>\n
  2. Trade marketing:<\/span><\/a> para garantizar visibilidad, se\u00f1al\u00e9tica y exhibiciones efectivas.<\/span><\/li>\n
  3. Reposici\u00f3n en tienda: <\/span><\/a>que tu equipo en tienda reponga a tiempo los productos en el anaquel.<\/span><\/li>\n
  4. Monitoreo: <\/span><\/a>utilizando herramientas digitales como fotos georreferenciadas, apps de monitoreo puedes conocer qu\u00e9 est\u00e1 pasando con tus productos.\u00a0<\/span><\/li>\n<\/ol>\n

    La tecnolog\u00eda a la que tenemos acceso hoy, es un aliado estrat\u00e9gico para poder tener un OSA alto, por eso sin dudarlo hay que invertir en ella. Si tu marca ya tiene presencia en el retail, solo te queda potenciar, para que tus productos siempre est\u00e9n disponibles para tus clientes. <\/span>De esa forma estar\u00e1s evitando ventas perdidas y cumpliendo con las expectativas de quienes prefieren tus productos.\u00a0<\/b><\/p>\n

    Tags: Ejecuci\u00f3n en el PDV<\/a>, Estrategias de Trade Marketing<\/a>, Gesti\u00f3n de Punto de Venta<\/a>
    <\/div>","protected":false},"excerpt":{"rendered":"

    Aprende c\u00f3mo el OSA impacta directamente en tus ventas y c\u00f3mo mantener una alta disponibilidad en anaquel para evitar ventas p\u00e9rdidas.<\/p>\n","protected":false},"author":18,"featured_media":17645,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[271,277],"tags":[74,68,60],"class_list":["post-17644","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ejecucion-en-pdv","category-ventas-y-sell-out","tag-ejecucion-en-el-pdv","tag-estrategias-de-trade-marketing","tag-gestion-de-punto-de-venta"],"acf":[],"yoast_head":"\nConoce c\u00f3mo el OSA impacta en tus ventas - Involves Club<\/title>\n<meta name=\"description\" content=\"Aprende c\u00f3mo el OSA impacta directamente en tus ventas y c\u00f3mo mantener una alta disponibilidad en anaquel para evitar ventas p\u00e9rdidas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/club.involves.com\/es\/conoce-como-el-osa-impacta-en-tus-ventas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conoce c\u00f3mo el OSA impacta en tus ventas - 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