{"id":2035,"date":"2016-07-22T12:38:13","date_gmt":"2016-07-22T12:38:13","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=2035"},"modified":"2023-01-24T19:51:15","modified_gmt":"2023-01-24T19:51:15","slug":"estrategias-de-shopper-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/estrategias-de-shopper-marketing\/","title":{"rendered":"Tudo o que voc\u00ea precisa saber sobre as estrat\u00e9gias de shopper marketing"},"content":{"rendered":"

Se existe algo em comum a todos os players do mercado, podemos dizer com certeza que \u00e9 o shopper<\/em>. Para a convidada do TradeCast #11<\/span> e gerente de contas da Nielsen Brasil, Aur\u00e9lia Vicente, as mudan\u00e7as foram tantas que cinco anos parecem equivaler a 100. Interpretar tudo isso \u00e9 o papel do trade marketing, e o shopper <\/em>marketing<\/a> entra no centro da decis\u00e3o para se trabalhar estrat\u00e9gias de shopper <\/em>marketing e planejamento de trade marketing<\/a>\u00a0eficiente.<\/p>\n

\"estrat\u00e9gias<\/span><\/p>\n

[blockquote align=”none” author=”Aur\u00e9lia VicenteConvidada do TradeCast #11″]O trade \u00e9 uma \u00e1rea extremamente essencial dentro das companhias. \u00c9 decisiva porque \u00e9 ela de fato que faz a venda acontecer.[\/blockquote]<\/p>\n

\u201cEmbora os shoppers <\/em>e consumidores sejam geralmente a mesma pessoa, eles t\u00eam expectativas totalmente diferentes\u201d (The Hub Magazine). A frase, publicada no livro Shopper <\/em>Marketing – A Nova Estrat\u00e9gia Integrada de Marketing para a Conquista do Cliente no Ponto de Venda, de Rafael D\u2019Andrea, Matheus Alberto C\u00f4nsoli e Leandro Angotti Guissoni, resume a divis\u00e3o que o planejamento da sua opera\u00e7\u00e3o precisa levar em conta quando planeja a\u00e7\u00f5es de sell-in<\/em> e sell-out<\/em>.<\/p>\n

Sim, o sell-in<\/em>, apesar de ter foco no canal indireto, em um segundo momento vai atingir o shopper<\/em>. Se voc\u00ea tiver conhecimento sobre quem compra o seu produto, vai conseguir direcionar melhor o planejamento das\u00a0estrat\u00e9gias de shopper <\/em>marketing desde o momento em que a mercadoria sai da f\u00e1brica.<\/p>\n

\n

\u201cO sell-in vai virar um sell-out em algum momento. Ter essa intelig\u00eancia desde o momento em que o produto est\u00e1 saindo da f\u00e1brica ou sendo planejado, vai fazer com que eu consiga posicion\u00e1-lo de uma maneira correta e vai ajudar a trazer vendas de fato\u201d – <\/span><\/span>Aur\u00e9lia Vicente, convidada do TradeCast #11<\/span>.<\/span><\/span><\/p>\n<\/blockquote>\n

Humanize a trajet\u00f3ria do seu produto<\/a>. De acordo com especialistas, o shopper<\/span> marketing \u00e9 uma esp\u00e9cie de resposta de marketing na tentativa de combater a fragmenta\u00e7\u00e3o da comunica\u00e7\u00e3o tradicional e da crescente escassez de aten\u00e7\u00e3o humana no mercado.<\/p>\n

O ESSENCIAL DAS ESTRAT\u00c9GIAS DE SHOPPER MARKETING<\/h2>\n

A percep\u00e7\u00e3o sobre o perfil e o comportamento das pessoas precisa existir. Aur\u00e9lia se referiu \u00e0s donas de casa para citar um exemplo de como a exposi\u00e7\u00e3o no ponto de venda pode ser um fator decisivo.<\/p>\n

Dois ter\u00e7os das donas de casa levam exatamente o que elas planejaram no momento da compra, s\u00f3 que a gente sabe que a maior parte dessa decis\u00e3o \u00e9 feita no momento da compra. Por mais que ela saiba o que ela precisa levar pra casa, o produto que ela vai escolher ela decide na frente da g\u00f4ndola. – <\/span><\/span>Aur\u00e9lia Vicente, convidada do TradeCast #11<\/span>.<\/span><\/span><\/p><\/blockquote>\n

Em mat\u00e9ria publicada pela Revista Super Varejo<\/a>, Aur\u00e9lia Vicente destacou alguns pontos de an\u00e1lise do perfil do shopper<\/span> em 2015. A Account Manager da Nielsen Brasil afirmou que 57% das marcas apresentaram queda no volume de vendas no ano passado; por outro lado, as compras de abastecimento demonstraram aumento.<\/p>\n

No primeiro semestre de 2016, as compras do m\u00eas cresceram 4 pontos percentuais em rela\u00e7\u00e3o ao mesmo per\u00edodo do ano passado e representaram 43% do faturamento de Autosservi\u00e7os e Cash&Carry.<\/p>\n

Foi mais um aspecto abordado durante o TradeCast. O consumidor est\u00e1 mais exigente, est\u00e1 mais bem informado, s\u00f3 que tem menos dinheiro. Com isso, o planejamento se tornou um h\u00e1bito mais frequente entre as fam\u00edlias.<\/p>\n

O entretenimento foi o primeiro corte do or\u00e7amento: 61% das fam\u00edlias pesquisadas pela Nielsen Brasil afirmam que saem menos e, consequentemente, consomem menos fora de casa.<\/p>\n

Segundo Aur\u00e9lia, as compras por impulso ca\u00edram muito. Isso gerou uma mudan\u00e7a de caracter\u00edsticas dos canais: o Cash&Carry cresceu porque \u00e9 onde as fam\u00edlias fazem as compras de abastecimento; os supermercados e hipermercados passaram a exercer fun\u00e7\u00e3o de reposi\u00e7\u00e3o, com grande fluxo em lojas durante os dias de semana (quando os consumidores aproveitam as promo\u00e7\u00f5es de perec\u00edveis).<\/p>\n

Confira todos os detalhes no v\u00eddeo completo do TradeCast #11<\/a> e compartilhe suas d\u00favidas e opini\u00f5es nos coment\u00e1rios deste post.<\/p>\n

Tags: Ag\u00eancia<\/a>, Distribuidor<\/a>, Ind\u00fastria<\/a>, Servi\u00e7os<\/a>, Varejo<\/a>
<\/div>","protected":false},"excerpt":{"rendered":"

De acordo com as estrat\u00e9gias de shopper marketing, com menos frequ\u00eancia no PDV, cada visita do shopper deve ser aproveitada ao m\u00e1ximo.<\/p>\n","protected":false},"author":4,"featured_media":2942,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421],"tags":[36,37,38,39,40],"class_list":["post-2035","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","tag-agencia","tag-distribuidor","tag-industria","tag-servicos","tag-varejo"],"acf":[],"yoast_head":"\nEstrat\u00e9gias de shopper marketing para o sucesso do seu trade<\/title>\n<meta name=\"description\" content=\"De acordo com as estrat\u00e9gias de shopper marketing, com menos frequ\u00eancia no PDV, cada visita do shopper deve ser aproveitada ao m\u00e1ximo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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