{"id":11593,"date":"2018-04-14T09:01:45","date_gmt":"2018-04-14T09:01:45","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=11593"},"modified":"2023-01-24T18:29:57","modified_gmt":"2023-01-24T18:29:57","slug":"dicas-para-evitar-a-ruptura-no-ponto-de-venda","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/dicas-para-evitar-a-ruptura-no-ponto-de-venda\/","title":{"rendered":"TradeDrops #3 \u2013 Como evitar a ruptura no ponto de venda?"},"content":{"rendered":"<p><iframe title=\"Como Evitar Ruptura no Ponto de Venda? Confira as Dicas! TradeDrops #3\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/02SdbYh9Ezc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>RUPTURA: A GRANDE VIL\u00c3 DO TRADE MARKETING<\/h2>\n<p>Ruptura nada mais \u00e9 do que a aus\u00eancia de determinado produto no ponto de venda. Esse \u00e9 o pior dos cen\u00e1rios para qualquer opera\u00e7\u00e3o de trade, uma vez que nenhum planejamento, por melhor que seja, consegue atingir os objetivos se a mercadoria n\u00e3o est\u00e1 dispon\u00edvel na g\u00f4ndola na hora em que o <em>shopper<\/em> procurar por ele.<\/p>\n<h2>QUAIS S\u00c3O OS TIPOS DE RUPTURA?<\/h2>\n<p>Existem basicamente quatro categorias b\u00e1sicas que podem descrever os diferentes tipos de ruptura. S\u00e3o elas:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ruptura de cadastro: relacionada \u00e0 gest\u00e3o de sortimento e resultado;<\/span><\/li>\n<li style=\"font-weight: 400;\">Ruptura de abastecimento: referente \u00e0 falha na compra ou na entrega do produto no PDV;<\/li>\n<li style=\"font-weight: 400;\">Ruptura de exposi\u00e7\u00e3o: quando a mercadoria est\u00e1 no estoque, mas n\u00e3o conta com exposi\u00e7\u00e3o em g\u00f4ndola;<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ruptura fantasma:\u00a0 quando o produto est\u00e1 na loja, mas por algum motivo n\u00e3o \u00e9 encontrado pelo cliente.<\/span><\/li>\n<\/ul>\n<h2>CONSEQU\u00caNCIAS<\/h2>\n<p>Quando a ruptura acontece, o <em>shopper<\/em> fica sem o produto, a imagem da loja \u00e9 prejudicada e a ind\u00fastria sofre preju\u00edzos diversos, incluindo a aten\u00e7\u00e3o do consumidor voltada \u00e0 concorr\u00eancia e o enfraquecimento da marca como um todo.<\/p>\n<p>Em suma, ruptura talvez seja a pior inimiga de qualquer opera\u00e7\u00e3o de trade marketing. Quer saber mais?<\/p>\n<p>Acesse o post completo sobre <a href=\"https:\/\/club.involves.com\/blog\/consequencias-da-ruptura-de-estoque\/\">as causas e consequ\u00eancias da ruptura de estoque no PDV<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A ruptura \u00e9 um dos principais problemas combatidos pelo trade marketing no ponto de venda. Resumimos dicas em um minuto para voc\u00ea evit\u00e1-la. Confira!<\/p>\n","protected":false},"author":4,"featured_media":11597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[417,419],"tags":[],"class_list":["post-11593","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-execucao-no-pdv","category-performance-e-sell-out","post_format-post-format-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dicas para evitar ruptura no ponto de venda - TradeDrops #3<\/title>\n<meta name=\"description\" content=\"Voc\u00ea sabia que a ruptura de produtos \u00e9 a pior inimiga das opera\u00e7\u00f5es de trade marketing? Confira nossas dicas para melhorar a exposi\u00e7\u00e3o de produtos no PDV!\" \/>\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\/pt-br\/dicas-para-evitar-a-ruptura-no-ponto-de-venda\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dicas para evitar ruptura no ponto de venda - TradeDrops #3\" \/>\n<meta property=\"og:description\" content=\"Voc\u00ea sabia que a ruptura de produtos \u00e9 a pior inimiga das opera\u00e7\u00f5es de trade marketing? 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