{"id":18235,"date":"2020-05-20T16:44:45","date_gmt":"2020-05-20T16:44:45","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=18235"},"modified":"2023-01-24T14:21:54","modified_gmt":"2023-01-24T14:21:54","slug":"auditoria-no-pdv","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/auditoria-no-pdv\/","title":{"rendered":"Como fazer uma auditoria no PDV? Conhe\u00e7a os principais benef\u00edcios"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A <\/span><b>auditoria no ponto de venda<\/b><span style=\"font-weight: 400;\"> \u00e9 um conjunto de procedimentos para checar as atividades operacionais, as condi\u00e7\u00f5es e os aspectos f\u00edsicos do PDV.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Voc\u00ea tem total certeza de que os seus produtos est\u00e3o posicionados e que a precifica\u00e7\u00e3o est\u00e1 correta? Ou, ainda, que a estrat\u00e9gia operacional da loja est\u00e1 sendo cumprida?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uma auditoria no ponto de venda promove a solu\u00e7\u00e3o destes problemas e garante que os poucos segundos de decis\u00e3o do <b><i>shopper<\/i><\/b> em frente \u00e0 g\u00f4ndola sejam certeiros.<br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com a presen\u00e7a frequente do promotor, \u00e9 poss\u00edvel garantir a execu\u00e7\u00e3o dos <\/span><a href=\"https:\/\/club.involves.com\/blog\/gestao-de-pdv\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">pilares essenciais do trade<\/span><\/a><span style=\"font-weight: 400;\">. Al\u00e9m disso, a auditoria gera mais dados para <\/span><span style=\"font-weight: 400;\">a\u00e7\u00f5es criadas para conquistar o <\/span><a href=\"https:\/\/club.involves.com\/blog\/shopper-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b><i>shopper<\/i><\/b><\/a> <span style=\"font-weight: 400;\">durante sua jornada de compra.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trazer uma an\u00e1lise de performance completa para o<\/span><i><span style=\"font-weight: 400;\"> backoffice<\/span><\/i><span style=\"font-weight: 400;\"> \u00e9 um processo longo e envolve diversos cuidados que resultam na rela\u00e7\u00e3o entre a marca e o seu p\u00fablico, mas com a ferramenta adequada \u00e9 poss\u00edvel fazer isso de forma pr\u00e1tica e assertiva.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Listamos abaixo alguns pontos importantes sobre esta pr\u00e1tica e como ela pode impactar na tomada de decis\u00f5es estrat\u00e9gicas.<\/span><\/p>\n<h2><b>POR QUE VOC\u00ca DEVE REALIZAR AUDITORIA NO PDV<br \/>\n<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O processo de auditoria no PDV \u00e9 uma forma de garantir relat\u00f3rios mais consistentes e seguros sobre a realidade do ponto de venda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Visto que um dos segredos do com\u00e9rcio est\u00e1 no engajamento do consumidor por meio de artefatos visuais, n\u00e3o h\u00e1 como depender da sorte para <\/span><a href=\"https:\/\/club.involves.com\/blog\/evitar-ruptura-no-ponto-de-venda\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">evitar a ruptura no ponto de venda<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9 importante pensar que o trabalho precisa ser pr\u00f3-ativo. Monitorar constantemente os pontos de venda traz mais controle \u00e0 opera\u00e7\u00e3o e evita que imprevistos aconte\u00e7am.<\/span><\/p>\n<p>Outra necessidade de realizar a auditoria no ponto de venda de forma peri\u00f3dica \u00e9 que a checagem de informa\u00e7\u00f5es auxilia na valida\u00e7\u00e3o das principais estrat\u00e9gias de trade marketing.<\/p>\n<p>Ou seja, nos ajuda a obter respostas concretas sobre:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong><a href=\"https:\/\/club.involves.com\/blog\/exposicao-de-produtos-no-pdv\/\" target=\"_blank\" rel=\"noopener noreferrer\">Exposi\u00e7\u00e3o de produtos no PDV<\/a><\/strong><br \/>\n<span style=\"font-weight: 400;\">Seus produtos est\u00e3o destacados e distribu\u00eddos da maneira correta na g\u00f4ndola?<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Controle de estoque e ruptura<br \/>\n<span style=\"font-weight: 400;\">Voc\u00ea tem ideia de como est\u00e1 seu estoque, se algum dos SKUs apresenta ruptura e se o problema est\u00e1 sendo resolvido?<br \/>\n<\/span><br \/>\n<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Precifica\u00e7\u00e3o de produtos<br \/>\n<span style=\"font-weight: 400;\">Al\u00e9m de garantir a exposi\u00e7\u00e3o e o controle de ruptura, os pre\u00e7os de cada produto est\u00e3o vis\u00edveis e posicionados corretamente na g\u00f4ndola?<br \/>\n<\/span><br \/>\n<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong><em>Share<\/em> de g\u00f4ndola<br \/>\n<\/strong>O posicionamento de produtos est\u00e1 de acordo com a negocia\u00e7\u00e3o feita no PDV? Como est\u00e1 a performance do seu concorrente?<\/li>\n<li style=\"font-weight: 400;\"><strong>Aplica\u00e7\u00e3o exata de planograma<br \/>\n<span style=\"font-weight: 400;\">As diretrizes de exposi\u00e7\u00e3o dos SKUs s\u00e3o seguidas \u00e0 risca, conforme o planejamento?<br \/>\n<\/span><br \/>\n<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Estrat\u00e9gia e execu\u00e7\u00e3o de <a href=\"https:\/\/club.involves.com\/materiais-educativos\/ferramentas\/pontos-extras-no-pdv\/\">ponto extra<\/a><br \/>\n<\/strong>Ser\u00e1 que os pontos extras foram negociados com intelig\u00eancia ou os resultados poderiam ser melhores?<strong><br \/>\n<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A auditoria no PDV, quando realizada de forma recorrente e com as ferramentas corretas, <\/span><span style=\"font-weight: 400;\">como o <a href=\"https:\/\/involves.com\/stage\/?utm_source=involves-club&amp;utm_medium=in-text&amp;utm_campaign=auditoria-no-pdv\/\" target=\"_blank\" rel=\"noopener noreferrer\">Involves Stage<\/a><\/span><span style=\"font-weight: 400;\">, facilita a identifica\u00e7\u00e3o de falhas no processo e previne perdas. Em conjunto com as melhorias diretas no ponto de venda, o retorno ser\u00e1 um bom desempenho e aumento de lucro.<br \/>\n<\/span><\/p>\n<h2><b>COMO FAZER UMA AUDITORIA DE SUCESSO<\/b><\/h2>\n<p>Agora que voc\u00ea j\u00e1 confirmou a import\u00e2ncia de realizar uma auditoria no PDV, entenda como coloc\u00e1-la em pr\u00e1tica! Para te auxiliar neste processo, d\u00ea uma olhada nessas dicas valiosas:<\/p>\n<h3><b>Frequ\u00eancia<\/b><b><br \/>\n<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Para ter um panorama de dados reais, \u00e9 necess\u00e1rio que a auditoria no PDV seja realizada com frequ\u00eancia. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ter um planejamento de visitas em que seu auditor\/promotor visite diferentes pontos de venda e acompanhe a performance dos SKUs em loja aumenta a disposi\u00e7\u00e3o de informa\u00e7\u00f5es para a tomada de decis\u00f5es estrat\u00e9gicas.<\/span><b><br \/>\n<\/b><\/p>\n<h3><b>Checklist de processos<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Fa\u00e7a a checagem dos <\/span><a href=\"https:\/\/club.involves.com\/materiais-educativos\/pilares-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">pilares do trade<\/span><\/a><span style=\"font-weight: 400;\"> (pre\u00e7o, presen\u00e7a, ponto extra e <em>share <\/em>de g\u00f4ndola) e alerte o promotor para a\u00e7\u00f5es especiais em cada ponto de venda. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com um <\/span><i><span style=\"font-weight: 400;\">checklist<\/span><\/i><span style=\"font-weight: 400;\">, \u00e9 poss\u00edvel garantir que os PDVs estejam de acordo com a estrat\u00e9gia e qualidade de sua marca.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A comunica\u00e7\u00e3o do <\/span><i><span style=\"font-weight: 400;\">backoffice <\/span><\/i><span style=\"font-weight: 400;\">com a equipe em campo \u00e9 essencial para que os planejamentos de trade marketing sejam aplicados da forma combinada entre a ind\u00fastria e o varejo.<\/span><\/p>\n<h3><b>Acompanhamento do ponto de venda por meio de ferramentas de trade<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Para garantir que o resultado da auditoria no PDV tenha m\u00e1xima fidelidade, \u00e9 invi\u00e1vel que os relat\u00f3rios sejam feitos em papel ou que as informa\u00e7\u00f5es sejam compartilhadas por e-mail. <\/span><\/p>\n<p>Nesses casos, como o trabalho \u00e9 realizado de forma manual, falhas de coleta e an\u00e1lise podem comprometer o resultado final, consequentemente minimizando o potencial de vendas da empresa.<\/p>\n<p><span style=\"font-weight: 400;\">Com um <\/span><a href=\"https:\/\/club.involves.com\/blog\/app-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">app de trade marketing<\/span><\/a><span style=\"font-weight: 400;\">, como o <\/span><a href=\"https:\/\/involves.com\/stage\/?utm_source=involves-club&amp;utm_medium=in-text&amp;utm_campaign=post-auditoria-no-pdv\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Involves Stage<\/span><\/a><span style=\"font-weight: 400;\">, o trabalho de coleta, mensura\u00e7\u00e3o e reporte de informa\u00e7\u00f5es fica muito mais pr\u00e1tico e vi\u00e1vel. Isso porque as informa\u00e7\u00f5es s\u00e3o precisas e enviadas de forma automatizada, chegam muito mais r\u00e1pido ao <\/span><i><span style=\"font-weight: 400;\">back office<\/span><\/i><span style=\"font-weight: 400;\">, que consegue tra\u00e7ar uma estrat\u00e9gia eficaz baseada no retorno do PDV. Tudo isso \u00e9 fundamental para aprimorar cada etapa da opera\u00e7\u00e3o.<\/span><\/p>\n<h2><b>VANTAGENS DE UTILIZAR A TECNOLOGIA NA AUDITORIA<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Trazer a transforma\u00e7\u00e3o digital para a sua opera\u00e7\u00e3o contribui muito para uma vis\u00e3o geral de tudo o que est\u00e1 acontecendo no <em>back office<\/em> e em campo. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al\u00e9m de todas os pontos de boas pr\u00e1ticas que mencionamos acima, o uso do <\/span><a href=\"https:\/\/involves.com\/stage\/?utm_source=involves-club&amp;utm_medium=in-text&amp;utm_campaign=post-auditoria-no-pdv\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Involves Stage<\/span><\/a><span style=\"font-weight: 400;\"> na auditoria do PDV te auxilia a adotar um <a href=\"https:\/\/club.involves.com\/blog\/tendencias-trade-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">mindset data-driven<\/a><\/span><span style=\"font-weight: 400;\">, a orientar e gerenciar sua equipe em campo com mais precis\u00e3o, al\u00e9m de acompanhar seus relat\u00f3rios<\/span><b> em tempo real<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com um acompanhamento mais assertivo da rotina, sua equipe de campo se torna mais produtiva e consegue realizar mais auditorias em diferentes PDVs num mesmo dia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O Involves Stage tamb\u00e9m conta com a funcionalidade de <\/span><a href=\"https:\/\/involves.com\/stage\/loja-perfeita\/?utm_source=involves-club&amp;utm_medium=in-text&amp;utm_campaign=post-auditoria-no-pdv\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Loja Perfeita<\/span><\/a><span style=\"font-weight: 400;\">, onde \u00e9 poss\u00edvel personalizar indicadores de execu\u00e7\u00e3o do jeito que voc\u00ea precisa e acompanhar cada PDV por pontua\u00e7\u00e3o.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Agora que voc\u00ea j\u00e1 conhece mais sobre o processo de auditoria no PDV, esperamos que possa aplic\u00e1-la em sua rotina e construir melhorias nas vendas! Conta pra gente nos coment\u00e1rios como voc\u00ea tem monitorados os PDVs em que seu time atua!<\/span><\/p>\n<p><!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\" class=\"hs-cta-node hs-cta-05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\"><!-- [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\/05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" id=\"hs-cta-img-05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/05ecc39f-5f0c-4b98-bcf2-5bc1f09573d1.png\" alt=\"CTA guia de execucao\" width=\"1170\" height=\"260\" \/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">app de trade marketing<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">auditoria<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">auditoria no PDV<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">estrat\u00e9gias no PDV<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Involves Stage<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Tecnologia<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Trade Marketing<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>A auditoria no PDV \u00e9 essencial para garantir a presen\u00e7a de sua marca no ponto de venda e a excel\u00eancia na execu\u00e7\u00e3o. Descubra como!<\/p>\n","protected":false},"author":4,"featured_media":18239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[417],"tags":[85,201,202,182,33,41,42],"class_list":["post-18235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-execucao-no-pdv","tag-app-de-trade-marketing","tag-auditoria","tag-auditoria-no-pdv","tag-estrategias-no-pdv","tag-involves-stage","tag-tecnologia","tag-trade-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Auditoria no PDV: o que \u00e9 e como fazer?<\/title>\n<meta name=\"description\" content=\"A auditoria no PDV \u00e9 essencial para garantir a presen\u00e7a de sua marca no ponto de venda e a excel\u00eancia na execu\u00e7\u00e3o. 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