{"id":6913,"date":"2016-11-16T10:50:25","date_gmt":"2016-11-16T10:50:25","guid":{"rendered":"https:\/\/clubedotrade.com.br\/sin-categorizar\/trade-marketing-angeloni\/"},"modified":"2023-01-30T20:12:18","modified_gmt":"2023-01-30T20:12:18","slug":"performance-de-ventas-retail","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/performance-de-ventas-retail\/","title":{"rendered":"Como el trade marketing cambi\u00f3 la performance de ventas de Angeloni"},"content":{"rendered":"<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">El retail volcado a bienes de consumo de alta rotatividad viene pasando por significativos cambios actualmente. El surgimiento de nuevos formatos y el fortalecimiento de modelos menores son el principal destaque.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Delante de este escenario, el trade marketing se muestra como una pr\u00e1ctica fundamental para potencializar este nuevo direccionamiento. \u00bfPero, de qu\u00e9 forma?<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Depende mucho de los objetivos del retail. Una red francesa, Monoprix, fue citada como ejemplo en el portal <a class=\"\" href=\"http:\/\/www.sm.com.br\/detalhe\/trade-marketing-no-varejo-ajuda-a-fortalecer-marca-da-loja\" target=\"_blank\" rel=\"noopener\">Supermercado Moderno<\/a>. El foco del trabajo fue lacalidad de los productos partiendo de la reformulaci\u00f3n de la imagen y estrategias de planificaci\u00f3n.<\/span><\/p>\n<p style=\"font-size: 15px;\">Para entender un poco mejor sobre el asunto, conversamos con el gerente de trade marketing de Angeloni durante el <a class=\"\" href=\"https:\/\/clubedotrade.com.br\/es\/materiales-educativos\/tradecast\/importancia-trade-marketing-varejo\/\" target=\"_blank\" rel=\"noopener\">TradeCast #18<\/a>. Valtencir Pacheco explic\u00f3 que la red encontr\u00f3 en el trade la oportunidad para catapultar los negocios. Hace un a\u00f1o y medio, el \u00e1rea fue estructurada y ya trajo excelentes resultados.<\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">FIDELIZACI\u00d3N<\/h2>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Atender mejor al shopper es generar mejor percepci\u00f3n de la experiencia de compra. Este debe ser el foco de cualquier operaci\u00f3n.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Son varios los ejemplos de acciones que se pueden amalgamar la fidelizaci\u00f3n de clientes en la tienda, con suvenirs con la marca de la red o un club de descuento con tarjetas personalizadas. Angeloni ofrece tarjetas de descuentos, adem\u00e1s de diferenciales en el atendimiento (por ejemplo en el \u00e1rea de vinos) y cursos de culinaria.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Es necesario dejar fluir la creatividad. Whole Foods Market, retail norteamericano de productos org\u00e1nicos, opt\u00f3 por el marketing de contenido.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Para divulgar la agricultura sustentable es, en consecuencia, vender m\u00e1s, la red mantiene un blog con recetas usando los alimentos que son comercializados. Las publicaciones tambi\u00e9n dan consejos de c\u00f3mo mantener una vida saludable.<\/span><\/p>\n<p style=\"font-size: 15px;\">La red tambi\u00e9n trabaj\u00f3 ideas espec\u00edficas para cautivar los millennials. Una de ellas fue establecer alianzas con tatuadores, como lo muestra la publicaci\u00f3n <a class=\"\" href=\"http:\/\/onegociodovarejo.com.br\/a-estrategia-da-whole-foods-para-conquistar-a-geracao-do-milenio\/\" target=\"_blank\" rel=\"noopener\">El Negocio del Retail<\/a>.<\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">POSICIONAMENTO<\/h2>\n<p style=\"font-size: 15px;\">Preg\u00fantese. Inqui\u00e9tese. \u00bfQue hace que el cliente compre lo que tu vendes? M\u00e1s que eso: \u00bfqu\u00e9 hace con que el cliente compre de ti?<\/p>\n<p style=\"font-size: 15px;\">Una encuesta exclusiva divulgada por la Revista Examen y publicada por el N\u00facleo de Retail de la ESPM, trajo algunos an\u00e1lisis interesantes y actuales sobre los supermercados y mayoristas. Angeloni fue el retail que ocup\u00f3 la mejor posici\u00f3n enel punto recomendaci\u00f3n, y tambi\u00e9n aparece con buena colocaci\u00f3n en cuanto apunto costo-beneficio.<\/p>\n<h2 class=\"\" style=\"color: #0a2d3f; margin-top: 50px !important;\">LA INFLUENCIA DEL RETAIS EN LA CADENA DE VALOR<\/h2>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Para Simone Terra, especialista en shopper marketing es una de las principales referencias en consultor\u00eda de trade marketing en el mercado, el retail precisa ver alshopper de forma independiente, desvincul\u00e1ndo de la industria.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Pero, la experiencia que se ofrece en el punto de venta debe ser construida de forma conjunta. El cliente saldr\u00e1 m\u00e1s satisfecho cuando encuentra una buena oferta acompa\u00f1ada con una buena comunicaci\u00f3n y una experiencia m\u00e1s completa en el momento de la compra.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Los resultados en desempe\u00f1o de marketing pueden ser medidos a partir del volumen de ventas o el flujo de clientes acompa\u00f1ado de d\u00eda a d\u00eda del mercado. Es necesario analizar datos. Un retail no debe centrarse en si y olvidar la competencia, comparando desempe\u00f1os y priorizando el gerenciamiento estrat\u00e9gico.<\/span><\/p>\n<p style=\"font-size: 15px;\">Para saber mais, n\u00e3o deixe de assistir ao TradeCast #18:<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La performance de ventas de retail cambia con el trade marketing y se muestra como una pr\u00e1ctica fundamental para potencializar este nuevo direccionamiento.<\/p>\n","protected":false},"author":4,"featured_media":6915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[213,277],"tags":[],"class_list":["post-6913","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-involves","category-ventas-y-sell-out"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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