{"id":13055,"date":"2018-08-07T10:03:14","date_gmt":"2018-08-07T10:03:14","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=13055"},"modified":"2023-01-24T14:58:28","modified_gmt":"2023-01-24T14:58:28","slug":"execucao-no-pdv","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/execucao-no-pdv\/","title":{"rendered":"Estrat\u00e9gias de execu\u00e7\u00e3o no PDV"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Quando falamos em opera\u00e7\u00e3o de trade marketing, todo o trabalho de planejamento e desenho de estrat\u00e9gias tem como foco a <\/span><span style=\"font-weight: 400;\">execu\u00e7\u00e3o no PDV<\/span><span style=\"font-weight: 400;\">. Tudo \u00e9 pensado para<strong> impactar o <\/strong><\/span><strong>shopper<\/strong><span style=\"font-weight: 400;\"><strong> no ponto de venda<\/strong>. \u00c9 l\u00e1 na ponta que as <a href=\"https:\/\/club.involves.com\/blog\/acoes-de-trade-marketing\/\">a\u00e7\u00f5es de trade<\/a> s\u00e3o validadas. Ent\u00e3o, como garantir a efic\u00e1cia dessas estrat\u00e9gias? \u00c9 isso que vamos abordar neste post! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vamos falar tamb\u00e9m o motivo pelo qual tantas empresas n\u00e3o conseguem executar a\u00e7\u00f5es com \u00eaxito e como reverter essa situa\u00e7\u00e3o. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Inspirada pelos jogos da Copa do Mundo que assistimos este ano, pensei na rela\u00e7\u00e3o da execu\u00e7\u00e3o com a opera\u00e7\u00e3o de trade como um jogo de futebol. Se no campo o time n\u00e3o desenvolve o que treinador e equipe t\u00e9cnica planejaram, o trabalho de prepara\u00e7\u00e3o e treinamento foi em v\u00e3o. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Muitos almejam trabalhar com as dire\u00e7\u00f5es estrat\u00e9gicas, fora do operacional, delegando. Por\u00e9m, esquecem que ter a ideia de uma super jogada e repassar as t\u00e1ticas ao time n\u00e3o \u00e9 maior do que fazer o gol e trazer o resultado no placar. Execu\u00e7\u00e3o \u00e9 o elo entre o que \u00e9 desejado e o que se tem habilidade para fazer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Estar no PDV certo e com a exposi\u00e7\u00e3o correta s\u00e3o fatores fundamentais. Diante de um contexto t\u00e3o complexo &#8211; \u00a0v\u00e1rios tipos de canais, mudan\u00e7as constantes de categorias, milhares de SKUs e cada vez mais autonomia do cliente -, a execu\u00e7\u00e3o se torna uma tarefa ainda mais desafiadora.<\/span><\/p>\n<ul>\n<li>Voc\u00ea conhece o conceito de <a href=\"https:\/\/club.involves.com\/blog\/shopper-marketing\/\">shopper marketing<\/a>? Veja como \u00e9 poss\u00edvel utilizar essa estrat\u00e9gia para potencializar seus resultados!<\/li>\n<\/ul>\n<h2><b>PR\u00c1TICA DA EXECU\u00c7\u00c3O NO PDV<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Partindo para a pr\u00e1tica, e do princ\u00edpio b\u00e1sico do <a href=\"https:\/\/club.involves.com\/blog\/trade-marketing\/\">trade marketing<\/a>, que \u00e9 o foco no <\/span><span style=\"font-weight: 400;\">shopper<\/span><span style=\"font-weight: 400;\"> e nas vendas, o primeiro passo para realizar uma<strong> execu\u00e7\u00e3o perfeita no PDV<\/strong> \u00a0\u00e9 ter um sortimento adequado.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uma <\/span><a href=\"http:\/\/www.nielsen.com\/br\/pt\/insights\/news\/2017\/Execucao-consciente-o-gatilho-certo-para-atrair-os-shoppers.html\"><span style=\"font-weight: 400;\">pesquisa da Nielsen<\/span><\/a><span style=\"font-weight: 400;\"> questionou os atributos que mais influenciam a decis\u00e3o de compra em uma loja. Entre as cinco respostas mais citadas pelo <\/span><span style=\"font-weight: 400;\">shopper<\/span><span style=\"font-weight: 400;\">, tr\u00eas est\u00e3o relacionadas ao sortimento: alta qualidade de produtos frescos (57%); produtos regularmente em estoque (54%); e possuir itens que \u201ceu preciso\u201d (50%).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O levantamento aponta que acertar no quesito sortimento significa uma mudan\u00e7a de enfoque de \u201cindu\u00e7\u00e3o\u201d para \u201catra\u00e7\u00e3o\u201d, impulsionada pela demanda do consumidor.<\/span><\/p>\n<h4><strong>Atributos influentes na decis\u00e3o das compras<\/strong><\/h4>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-13173\" src=\"https:\/\/club.involves.com\/wp-content\/uploads\/2018\/08\/Estrat\u00e9gias-de-execu\u00e7\u00e3o-no-PDV_grafico.png\" alt=\"\" width=\"779\" height=\"407\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ainda de acordo com dados da Nielsen, 70% das decis\u00f5es de compra s\u00e3o realizadas na loja. Para algumas categorias,<\/span> o shopper j\u00e1 vem planejado para comprar, mas <b>prefere decidir na g\u00f4ndola por qual marca optar\u00e1<\/b><span style=\"font-weight: 400;\">. A\u00ed observamos, mais uma vez, a relev\u00e2ncia da execu\u00e7\u00e3o no PDV. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Eliminar a ruptura e manter a positiva\u00e7\u00e3o na g\u00f4ndola, assim como a exposi\u00e7\u00e3o e a precifica\u00e7\u00e3o corretas s\u00e3o e sempre ser\u00e3o fatores decisivos para conquista do <\/span><span style=\"font-weight: 400;\">shopper <\/span><span style=\"font-weight: 400;\">no ponto de venda. \u00c9 l\u00e1 que o trabalho do trade marketing \u00e9 validado.<\/span><\/p>\n<ul>\n<li>Descubra o que \u00e9 <a href=\"https:\/\/club.involves.com\/blog\/perfect-store\/\">perfect store<\/a> e quais s\u00e3o os <strong>pilares da loja perfeita<\/strong>.<\/li>\n<\/ul>\n<h2><b>COMO POTENCIALIZAR A\u00c7\u00d5ES<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O sucesso na execu\u00e7\u00e3o pode ser potencializado quando \u00e9 poss\u00edvel identificar em que momento o consumidor comprar\u00e1 algum produto de determinado segmento. A Copa, voltando \u00e0 refer\u00eancia do in\u00edcio, \u00e9 um per\u00edodo que pode ser explorado para maximizar as vendas no PDV, por exemplo. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uma <\/span><a href=\"http:\/\/www.portalapas.org.br\/vendas-de-cervejas-e-carnes-disparam-durante-copa-do-mundo\/\"><span style=\"font-weight: 400;\">pesquisa<\/span><\/a><span style=\"font-weight: 400;\"> da APAS (Associa\u00e7\u00e3o Paulista de Supermercados) divulgada em julho deste ano, mostra que as vendas de cerveja subiram de 30% a 50% em dia de jogo do Brasil, assim como o consumo de carne, com alta de at\u00e9 20%. O consumo aconteceu especialmente no per\u00edodo entre uma e tr\u00eas horas antes da partida.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A an\u00e1lise tamb\u00e9m revela o aumento no consumo de pipoca. O per\u00edodo de festas juninas e o fato de a maioria das pessoas assistirem aos jogos em casa tamb\u00e9m colaborou com o aumento da procura pelo produto. <\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/club.involves.com\/blog\/acoes-sazonais-trade-marketing\/\">A\u00e7\u00f5es sazonais<\/a> &#8211; acompanhando per\u00edodos como a Copa, feriados ou datas comemorativas &#8211; \u00a0s\u00e3o oportunidades para realizar promo\u00e7\u00f5es e aumentar o volume de vendas. Voc\u00ea estar\u00e1 suprindo as necessidades do <\/span><span style=\"font-weight: 400;\">shopper<\/span><span style=\"font-weight: 400;\"> no momento certo.<\/span><\/p>\n<h2><b>VALIDANDO AS A\u00c7\u00d5ES DE TRADE NO PDV<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">C\u00e9sar Duro<\/span><span style=\"font-weight: 400;\">\u00a0\u00e9 consultor de trade marketing com mais de 20 anos de experi\u00eancia e afirma que, para iniciar o plano de execu\u00e7\u00e3o, \u00e9 preciso ter alguns par\u00e2metros bem definidos: como, onde, com quem e com quais ferramentas executar. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cQuando n\u00e3o h\u00e1 roteiro, direcionamento, sobram lacunas na estrat\u00e9gia para que as pessoas fa\u00e7am remendos e remendos n\u00e3o garantem a estrat\u00e9gia. Nestes casos, culpamos a estrat\u00e9gia pelo fato do insucesso\u201d. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ele ressalta que a execu\u00e7\u00e3o perfeita deve englobar todo o processo e sugere uma f\u00f3rmula: \u201cExecu\u00e7\u00e3o elevada a trade marketing \u00e9 igual a soma de pessoas, estrat\u00e9gia e opera\u00e7\u00f5es\u201d. Ou seja, o composto de execu\u00e7\u00e3o \u00e9 o dom\u00ednio completo destes tr\u00eas elementos.<\/span><\/p>\n<ul>\n<li>Leia tamb\u00e9m nosso conte\u00fado sobre a <a href=\"https:\/\/club.involves.com\/blog\/cross-merchandising\/\">defini\u00e7\u00e3o de cross merchandising<\/a> e descubra como agregar conveni\u00eancia \u00e0 experi\u00eancia de compra.<\/li>\n<\/ul>\n<h3><b>Por que, ent\u00e3o, tantas empresas n\u00e3o conseguem executar a\u00e7\u00f5es no ponto de venda?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Em alguns casos, o problema \u00e9 o jogador, a falta de disciplina e o individualismo em campo. Mas, na maioria das vezes, quando o time n\u00e3o vai bem, \u00e9 porque houve algum ru\u00eddo de gest\u00e3o, falta de integra\u00e7\u00e3o do time ou a orienta\u00e7\u00e3o incorreta e prepara\u00e7\u00e3o inadequada. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Falamos muito da responsabilidade de quem faz o trabalho em campo, mas o papel do l\u00edder, de quem est\u00e1 no campo estrat\u00e9gico, \u00e9 implantar a cultura da execu\u00e7\u00e3o na organiza\u00e7\u00e3o. \u00c9 essa cultura que modela o resultado das a\u00e7\u00f5es. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Processos bem definidos aumentam a possibilidade de convers\u00e3o do <\/span><span style=\"font-weight: 400;\">shopper<\/span><span style=\"font-weight: 400;\"> no PDV e reduzem a possibilidade de falhas na execu\u00e7\u00e3o. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9 importante inovar, impressionar o <\/span><a href=\"https:\/\/club.involves.com\/materiais-educativos\/tradedrops\/o-que-e-shopper\/\"><span style=\"font-weight: 400;\">shopper<\/span><\/a><span style=\"font-weight: 400;\"> com a\u00e7\u00f5es de execu\u00e7\u00e3o diferentes. Por\u00e9m, mais importante do que isso \u00e9 estruturar como esse trabalho deve ser feito. Dados da Nielsen indicam que a taxa m\u00e9dia de sucesso de inova\u00e7\u00e3o na ind\u00fastria \u00e9 de 46%, j\u00e1 com um processo estruturado de planejamento, sobe para at\u00e9 75%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com a execu\u00e7\u00e3o bem definida (respeitando sempre os princ\u00edpios b\u00e1sicos de exposi\u00e7\u00e3o e precifica\u00e7\u00e3o), entendimento do perfil e jornada de compra do <\/span><span style=\"font-weight: 400;\">shopper<\/span><span style=\"font-weight: 400;\">, fica at\u00e9 mais f\u00e1cil avaliar indicadores de forma separada, medir a efici\u00eancia do trabalho e atacar, de maneira cir\u00fargica, os problemas que possam surgir no caminho.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com estrat\u00e9gias corretas para a execu\u00e7\u00e3o \u00e9 poss\u00edvel tomar decis\u00f5es mais r\u00e1pidas e agir com precis\u00e3o quando algum detalhe precisa ser mudado para garantir o resultado do jogo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se voc\u00ea quiser saber mais sobre como alinhar as estrat\u00e9gias com a equipe em campo para uma execu\u00e7\u00e3o perfeita e como chegar a um resultado eficaz, confira o eBook \u201c<a href=\"https:\/\/club.involves.com\/materiais-educativos\/ebook\/guia-de-execucao\/\">Guia de execu\u00e7\u00e3o<\/a>\u201d. Se voc\u00ea conhece algum exemplo bem sucedido de execu\u00e7\u00e3o, compartilhe com a gente aqui nos coment\u00e1rios tamb\u00e9m!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-node hs-cta-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\"><!-- [if lte IE 8]>\n\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" id=\"hs-cta-img-7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/7d05cfa0-ca1f-49f0-96e4-b8855e0b5bbf.png\" alt=\"CTA Solu\u00e7\u00e3o Trade Marketing\" width=\"1170\" height=\"260\" \/><\/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>Diante de v\u00e1rios tipos de canais, mudan\u00e7as constantes de categorias, milhares de produtos e cada vez mais autonomia do cliente, a execu\u00e7\u00e3o se torna uma tarefa cada vez mais desafiadora. Conhe\u00e7a as melhores estrat\u00e9gias para execu\u00e7\u00e3o no PDV.<\/p>\n","protected":false},"author":4,"featured_media":13174,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,417],"tags":[],"class_list":["post-13055","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-execucao-no-pdv"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Execu\u00e7\u00e3o no PDV: Estrat\u00e9gias Inteligentes | Clube do Trade<\/title>\n<meta name=\"description\" content=\"Uma estrat\u00e9gia de execu\u00e7\u00e3o no pdv \u00e9 um dos fatores mais importantes quando falamos de trade marketing e merchandising. Quer saber mais? 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