{"id":4781,"date":"2016-02-17T08:00:48","date_gmt":"2016-02-17T08:00:48","guid":{"rendered":"https:\/\/clubedotrade.com.br\/?p=4781\/"},"modified":"2024-07-01T22:02:50","modified_gmt":"2024-07-01T22:02:50","slug":"evite-el-quiebre-de-stock","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/evite-el-quiebre-de-stock\/","title":{"rendered":"Distribuici\u00f3n y exposici\u00f3n en el PDV: Evita el quiebre de stock"},"content":{"rendered":"<p>La falta de stock puede causar graves consecuencias en el punto de venta (PDV): inhibici\u00f3n de ventas, decepci\u00f3n de los compradores y evaluaciones negativas tanto para la marca como para la tienda. De acuerdo con estudios de la Escola Superior de Propaganda e Marketing (ESPM), cuando los compradores no encuentran el producto que est\u00e1n buscando, 17% posponen la compra y el 11% desisten de ella.<\/p>\n<p>El peor resultado para las acciones de trade marketing realizadas por el retailer es que el 37% de los compradores buscan otro establecimiento, impactando directamente en la fidelizaci\u00f3n. Esto conlleva uno de los mayores riesgos: que el cliente cambie de punto de venta definitivamente.<\/p>\n<p style=\"font-size: 15px;\">Para Robson Munhoz, director de manejo de relaciones entre retail e industria de Neogrid, identifica al stock virtual como el principal villano del quiebre, un problema que puede resolverse mediante una relaci\u00f3n colaborativa entre la industria y el retail. Consulta el art\u00edculo completo en el portal <a class=\"\" href=\"https:\/\/www.mundodomarketing.com.br\/home\" target=\"_blank\" rel=\"noopener\">Mundo do Marketing<\/a>.<\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">Escoger a los distribuidores<\/h2>\n<p style=\"font-size: 15px;\">El especialista Rubens Sant\u2019Anna, director de Sant\u2019Anna Inamoto, argumenta que el atraso de los centros de distribuci\u00f3n para las entregas en las tiendas influyen significativamente en las estad\u00edsticas del quiebre de stock. Para elegir la mejor opci\u00f3n de distribuci\u00f3n de la mercanc\u00eda, es importante considerar los siguientes puntos:<\/p>\n<ul class=\"tve_ul tve_ul1 tve_blue\" style=\"font-size: 15px;\">\n<li class=\"\">Habilidad y conocimiento del equipo comercial;<\/li>\n<li class=\"\">Posibilidad de auxiliar al retailer en actividades de sell out (promociones, descuentos o acciones conmemorativas);<\/li>\n<li class=\"\">Diversidad y calidad en los productos;<\/li>\n<li class=\"\">Flexibilidad para mejorar la l\u00ednea de productos siguiendo los deseos del comprador;<\/li>\n<li class=\"\">Inversi\u00f3n en medios de comunicaci\u00f3n y promoci\u00f3n.<\/li>\n<\/ul>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">Control en el PDV<\/h2>\n<p style=\"font-size: 15px;\">La atenci\u00f3n del promotor durante las visitas al PDV y el registro de la informaci\u00f3n realizado por medio de aplicaciones son acciones que ayudan a resolver los quiebres de stock y,\u00a0 consecuentemente, el quiebre en el PDV.<\/p>\n<p style=\"font-size: 15px;\">Orlando Cattini Junior, profesor y jefe del Departamento de Operaciones y Log\u00edstica de la Fundaci\u00f3n Get\u00falio Vargas (FGV), afirma que, en la mayor\u00eda de los casos, la mercanc\u00eda est\u00e1 en la tienda y solo necesita ser reubicada.<\/p>\n<p style=\"font-size: 15px;\">\u201cEn el 72% de los casos, el art\u00edculo est\u00e1 en el lugar equivocado y el cliente no lo encuentra, o el producto no ha sido abastecido, aunque est\u00e9 disponible en el punto de venta\u201d. Es com\u00fan que el \u00edtem est\u00e9 en otra unidad o centro de distribuci\u00f3n, y pocas veces es por falta de un proveedor.<\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">La tecnolog\u00eda es la soluci\u00f3n<\/h2>\n<p style=\"font-size: 15px;\">La falla puede corregirse tanto para la b\u00fasqueda de informaci\u00f3n como en\u00a0 la motivaci\u00f3n del equipo de campo. La tecnolog\u00eda permite el monitoreo en tiempo real, lo que reduce instant\u00e1neamente el quiebre en el punto de venta.<\/p>\n<p style=\"font-size: 15px;\">Algunas ideas inspiran a ir m\u00e1s all\u00e1: el caso de Broker DSO, cliente de Involves Stage, anteriormente, Agile Promoter, es un ejemplo real de esto. F\u00e1bio Marcondes Rosa, socio y propietario de la distribuidora, afirma que el quiebre de abastecimiento fue eliminado con la adquisici\u00f3n del software.<\/p>\n<p style=\"font-size: 15px;\">De acuerdo con Fabio, los promotores y los coordinadores consiguen hacer que la rueda gire gracias a los incentivos ofrecidos por desempe\u00f1o. La consecuencia es que el vendedor maneja sus negociaciones: los gestores percibieron que los vendedores dejaban de negociar porque no ten\u00edan actualizadas las necesidades reales de la tienda.<\/p>\n<p style=\"font-size: 15px;\">\u201cUn cliente que atend\u00eda hace seis meses, al que le proporcionaba 10 cajas, puede volverse un cliente que consume 15, o hasta 20 cajas\u201d explica el administrador.<\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Agencia<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Distribuidor<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Servicios<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Tecnolog\u00eda<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>La falta de stock puede causar graves consecuencias en el punto de venta (PDV): inhibici\u00f3n de ventas, decepci\u00f3n de los compradores y evaluaciones negativas tanto para la marca como para [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":17984,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[271,277],"tags":[32,33,34,35],"class_list":["post-4781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ejecucion-en-pdv","category-ventas-y-sell-out","tag-agencia","tag-distribuidor","tag-servicios","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Distribuci\u00f3n y exposici\u00f3n en el PDV: Evita el quiebre de stock<\/title>\n<meta name=\"description\" content=\"La falta de stock puede causar graves consecuencias: inhibici\u00f3n de ventas, evaluaciones negativas tanto para la marca como para la tienda.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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