{"id":10171,"date":"2018-03-01T09:08:11","date_gmt":"2018-03-01T09:08:11","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=10171\/"},"modified":"2023-01-24T19:17:12","modified_gmt":"2023-01-24T19:17:12","slug":"shopper-first-criando-a-cultura-de-valorizacao-do-consumidor","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/shopper-first-criando-a-cultura-de-valorizacao-do-consumidor\/","title":{"rendered":"Shopper First: criando a cultura de valoriza\u00e7\u00e3o do consumidor"},"content":{"rendered":"<ul>\n<li><em><strong>Por Tania Zahar Min\u00e9, colunista convidada<\/strong><\/em><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">No mundo competitivo em que vivemos, ter foco no cliente ou consumidor \u00e9 uma quest\u00e3o estrat\u00e9gica e de sobreviv\u00eancia no mercado. Algumas companhias se comprometem com seus acionistas, que ir\u00e3o direcionar seus esfor\u00e7os para promover uma cultura voltada ao consumidor. \u00a0Efetivamente, isso pode trazer resultados sustent\u00e1veis para os neg\u00f3cios.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mas o que \u00e9 exatamente ter uma organiza\u00e7\u00e3o voltada aos clientes? A empresa deve avaliar as necessidades dos consumidores para desenvolver, comercializar e distribuir seus produtos e servi\u00e7os. Os canais de marketing tamb\u00e9m devem ser considerados em suas estrat\u00e9gias e planejamento. Para tanto, hoje contamos com o <\/span><span style=\"font-weight: 400;\">big data<\/span><span style=\"font-weight: 400;\"> e a tecnologia que nos d\u00e1 acesso a uma quantidade de informa\u00e7\u00f5es sem precedentes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Deve-se pensar que os <a href=\"https:\/\/club.involves.com\/blog\/shopper-marketing\/\"><em>shoppers<\/em><\/a> escolhem o que comprar segundo determinadas ocasi\u00f5es de consumo, comparam diversas op\u00e7\u00f5es, decidem onde comprar, o quanto querem desembolsar, quanto tempo disp\u00f5em, como ir\u00e3o pagar, etc. \u00a0Tudo isso deve ser levado em conta quando fazemos lan\u00e7amentos de inova\u00e7\u00f5es, definimos as embalagens de certos produtos, formamos pre\u00e7os nos diversos canais, escolhemos o melhor calend\u00e1rio promocional e indicamos os objetivos de distribui\u00e7\u00e3o.<\/span><\/p>\n<h2>A IMPORT\u00c2NCIA DA EXECU\u00c7\u00c3O PERFEITA<\/h2>\n<p><span style=\"font-weight: 400;\">A <a href=\"https:\/\/agilepromoter.com\/\">execu\u00e7\u00e3o no ponto de venda<\/a> \u00e9 determinante para o sucesso das empresas. Segundo dados Nielsen, 70% das decis\u00f5es de compra costumam ser realizadas na pr\u00f3pria loja. Anteriormente, os <em>shoppers<\/em> se planejavam mais antes de ir \u00e0s compras, chegando a escolher determinadas marcas e at\u00e9 os itens. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hoje, percebe-se que o<em> shopper<\/em> toma a decis\u00e3o antecipada para comprar certas categorias; para outras, por\u00e9m, prefere decidir em frente \u00e0 g\u00f4ndola por qual marca optar\u00e1, dependendo da oferta de produtos, do pre\u00e7o e das promo\u00e7\u00f5es.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No segmento de bens de consumo, h\u00e1 exemplos de companhias que conhecem profundamente os h\u00e1bitos de consumo dos consumidores e de compra dos<em> shoppers<\/em>. S\u00e3o elas: <\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Coca Cola<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Mondelez<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Unilever<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> P&amp;G<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Colgate<\/span><\/li>\n<li><span style=\"font-weight: 400;\">e outras<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Tais empresas valorizam essas informa\u00e7\u00f5es no planejamento e na <a href=\"https:\/\/agilepromoter.com\/\">execu\u00e7\u00e3o de Trade Marketing<\/a>, envolvendo diversas \u00e1reas como Marketing, Supply Chain, Finan\u00e7as, Comercial e <em><a href=\"https:\/\/club.involves.com\/blog\/o-que-e-merchandising\/\">Merchandising<\/a><\/em>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Certas ferramentas adotadas pela equipe de <a href=\"https:\/\/club.involves.com\/blog\/trade-marketing\/\">Trade Marketing<\/a> podem facilitar muito a compra dos <em>shoppers<\/em>. \u00c9 poss\u00edvel definir o sortimento ideal por formato de loja, a precifica\u00e7\u00e3o dos canais de Marketing evitando conflito de canais, o calend\u00e1rio promocional eficiente, materiais promocionais impactantes, a localiza\u00e7\u00e3o dos produtos nas lojas e a exposi\u00e7\u00e3o dos itens em <a href=\"https:\/\/club.involves.com\/blog\/o-que-e-planograma\/\">planogramas<\/a> orientados pela vis\u00e3o do <em>shopper<\/em>. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tudo isso deve ser implementado conjuntamente por meio das equipes de vendas, <em>merchandising<\/em> e trade marketing. Todos de olho nas necessidades dos consumidores e <em>shoppers<\/em>.<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\"><span class=\"hs-cta-node hs-cta-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" id=\"hs-cta-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" style=\"border-width:0px;\" height=\"260\" width=\"1170\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf.png\"  alt=\"CTA Solu\u00e7\u00e3o Trade Marketing\"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(5315393, '7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf', {}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Por Tania Zahar Min\u00e9, colunista convidada No mundo competitivo em que vivemos, ter foco no cliente ou consumidor \u00e9 uma quest\u00e3o estrat\u00e9gica e de sobreviv\u00eancia no mercado. Algumas companhias se [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":10361,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,422],"tags":[],"class_list":["post-10171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-e-mercado"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Criando a Cultura de Valoriza\u00e7\u00e3o do Consumidor - Shopper First<\/title>\n<meta name=\"description\" content=\"No mundo competitivo em que vivemos, ter foco no cliente ou consumidor \u00e9 uma quest\u00e3o estrat\u00e9gica e de sobreviv\u00eancia no mercado. 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