{"id":20580,"date":"2022-04-12T11:55:45","date_gmt":"2022-04-12T11:55:45","guid":{"rendered":"https:\/\/clubedotrade.com.br\/?p=20580"},"modified":"2023-10-10T10:52:32","modified_gmt":"2023-10-10T10:52:32","slug":"quatro-erros-vendas-pascoa-varejo","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/quatro-erros-vendas-pascoa-varejo\/","title":{"rendered":"P\u00e1scoa 2022: 4 erros que comprometem as vendas do varejo"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Os brasileiros est\u00e3o saindo da toca. No domingo de 17 de abril deste ano, as vendas de P\u00e1scoa no varejo chegam com <\/span><b>previs\u00f5es bem mais otimistas<\/b><span style=\"font-weight: 400;\"> do que nos \u00faltimos dois anos de pandemia:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">De acordo com a Confedera\u00e7\u00e3o Nacional do Com\u00e9rcio de Bens, Servi\u00e7os e Turismo (CNC), <\/span><a href=\"https:\/\/www.portaldocomercio.org.br\/noticias\/varejo-devera-faturar-r-216-bilhoes-com-a-pascoa-de-2022\/419237\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">o varejo deve girar mais de 2 bilh\u00f5es de reais durante a P\u00e1scoa de 2022<\/span><\/a><span style=\"font-weight: 400;\">. Aumento de 1,9% em compara\u00e7\u00e3o a 2021.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Em pesquisa do Instituto Behup sobre a P\u00e1scoa, <\/span><a href=\"https:\/\/negociossc.com.br\/blog\/o-que-o-varejo-pode-esperar-das-vendas-na-pascoa-2022\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">76% dos entrevistados pretendem celebrar a data<\/span><\/a><span style=\"font-weight: 400;\">. Desses, 39% afirmaram que v\u00e3o se reunir na casa de familiares ou amigos para um almo\u00e7o.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Como aproveitar esse cen\u00e1rio da melhor forma poss\u00edvel? Para n\u00f3s, a resposta passa por diferentes fatores. Mas todos eles se conectam a <\/span><b>um ponto decisivo em comum<\/b><span style=\"font-weight: 400;\">: a experi\u00eancia do <\/span><i><span style=\"font-weight: 400;\">shopper <\/span><\/i><span style=\"font-weight: 400;\">no ponto de venda.<\/span><\/p>\n<h2><b>No supermercado, tudo se decide na g\u00f4ndola<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Aqui no Involves Club, j\u00e1 falamos sobre <\/span><a href=\"http:\/\/club.involves.com\/transformar-experiencia-compra\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a import\u00e2ncia da experi\u00eancia de compra do <\/span><i><span style=\"font-weight: 400;\">shopper <\/span><\/i><span style=\"font-weight: 400;\">no PDV<\/span><\/a><span style=\"font-weight: 400;\">. Datas comemorativas, por exemplo, s\u00e3o uma <\/span><b>excelente oportunidade <\/b><span style=\"font-weight: 400;\">para testar novas a\u00e7\u00f5es e alavancar as vendas.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>A pesquisa \u201cA hora certa de ativar o <\/b><b><i>shopper<\/i><\/b><b>\u201d, feita pela Nielsen, mostrou que em m\u00e9dia 70% das decis\u00f5es de compra s\u00e3o tomadas na frente das g\u00f4ndolas.<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">No caso das vendas de <\/span><b>P\u00e1scoa no varejo<\/b><span style=\"font-weight: 400;\">, especialmente, o ponto de venda ganha ainda mais import\u00e2ncia.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nesse sentido, o foco das equipes de <\/span><a href=\"http:\/\/club.involves.com\/trade-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">trade marketing<\/span><\/a><span style=\"font-weight: 400;\"> deve ser claro: promover uma <\/span><b>experi\u00eancia de compra envolvente<\/b><span style=\"font-weight: 400;\"> a ponto de efetivar a compra na loja e evitando que ela seja deixada para depois.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para que isso aconte\u00e7a, \u00e9 fundamental equilibrar fatores como<\/span><b> presen\u00e7a<\/b><span style=\"font-weight: 400;\">, <\/span><b>pre\u00e7o<\/b><span style=\"font-weight: 400;\">, <\/span><a href=\"http:\/\/club.involves.com\/o-que-e-planograma\/\" target=\"_blank\" rel=\"noopener\"><b>planograma<\/b><\/a><span style=\"font-weight: 400;\"> e <\/span><a href=\"http:\/\/club.involves.com\/mix-de-produtos\/\" target=\"_blank\" rel=\"noopener\"><b>mix de produtos<\/b><\/a><span style=\"font-weight: 400;\">. O ideal \u00e9 que o <\/span><i><span style=\"font-weight: 400;\">shopper<\/span><\/i><span style=\"font-weight: 400;\"> seja fortemente impactado no PDV, caminhando naturalmente at\u00e9 a compra sem espa\u00e7o para d\u00favidas no processo.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>15 segundos: esse \u00e9 o tempo que os <\/b><b><i>shoppers <\/i><\/b><b>gastam, em m\u00e9dia, diante das g\u00f4ndolas. E notam menos de 40% dos produtos expostos.\u00a0<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Com isso em mente, sabemos que a melhor forma de otimizar esse curto espa\u00e7o de tempo entre decis\u00e3o e compra, \u00e9 conhecendo <\/span><a href=\"http:\/\/club.involves.com\/problemas-gondola-supermercados\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">os 7 problemas mais comuns nas g\u00f4ndolas dos supermercados e como evit\u00e1-los<\/span><\/a><span style=\"font-weight: 400;\">. Mas, para que a conversa chegue nessa etapa, existem <\/span><b>passos anteriores<\/b><span style=\"font-weight: 400;\"> que s\u00e3o ainda mais importantes. Vamos conferir?\u00a0<\/span><\/p>\n<h2><b>Os quatro principais erros cometidos no varejo em datas especiais<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Agora que voc\u00ea j\u00e1 viu as previs\u00f5es positivas desta P\u00e1scoa, al\u00e9m da import\u00e2ncia de um \u00f3timo PDV, \u00e9 hora de <\/span><b>elevar o n\u00edvel da sua estrat\u00e9gia<\/b><span style=\"font-weight: 400;\">. Para isso, listamos os <strong>quatro erros que podem comprometer seu varejo em datas especiais<\/strong>:<\/span><\/p>\n<ul>\n<li><b> Reposi\u00e7\u00e3o lenta<\/b><\/li>\n<li><b> Problemas de Execu\u00e7\u00e3o\u00a0<\/b><\/li>\n<li><b> Estoque virtual<\/b><\/li>\n<li><b> Ruptura<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Na sequ\u00eancia, vamos explicar cada um deles e propor solu\u00e7\u00f5es para evit\u00e1-los. Confira!\u00a0<\/span><\/p>\n<h2><b>Erro #1 \/ Reposi\u00e7\u00e3o lenta<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Quando o cen\u00e1rio envolve alta rotatividade, como em datas comemorativas, a reposi\u00e7\u00e3o precisa ser <\/span><b>\u00e1gil e efetiva<\/b><span style=\"font-weight: 400;\">. Caso contr\u00e1rio, alguns produtos podem chegar a quantidades t\u00e3o pequenas que sequer ser\u00e3o vistos pelo <\/span><i><span style=\"font-weight: 400;\">shopper<\/span><\/i><span style=\"font-weight: 400;\"> no ponto de venda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Garantir um bom trabalho de reposi\u00e7\u00e3o significa ter <\/span><b>pessoas da equipe atentas\u00a0 \u00e0s g\u00f4ndolas<\/b><span style=\"font-weight: 400;\">, em n\u00fameros adequados \u00e0 opera\u00e7\u00e3o. \u00c9 atrav\u00e9s delas que a loja consegue analisar a performance dos produtos com agilidade, al\u00e9m de prever a necessidade da reposi\u00e7\u00e3o com anteced\u00eancia.<\/span><\/p>\n<p><b><i>Quer aprofundar? Confira nosso conte\u00fado sobre<\/i><\/b> <a href=\"http:\/\/club.involves.com\/reposicao-em-supermercado\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">como fazer reposi\u00e7\u00e3o de produtos em supermercados<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.<\/span><\/i><\/p>\n<h2><b>Erro #2 \/ Problemas de execu\u00e7\u00e3o<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Planograma t\u00e1 <\/span><i><span style=\"font-weight: 400;\">on<\/span><\/i><span style=\"font-weight: 400;\">. Estoque t\u00e1 <\/span><i><span style=\"font-weight: 400;\">on<\/span><\/i><span style=\"font-weight: 400;\">. Movimento t\u00e1 <\/span><i><span style=\"font-weight: 400;\">on<\/span><\/i><span style=\"font-weight: 400;\">. Equipe\u2026 t\u00e1 <\/span><i><span style=\"font-weight: 400;\">off<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nem mesmo as melhores estrat\u00e9gias de varejo sobrevivem a uma execu\u00e7\u00e3o problem\u00e1tica, quando a equipe de campo <\/span><b>n\u00e3o consegue operar o plano<\/b><span style=\"font-weight: 400;\"> de forma harm\u00f4nica e efetiva.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Geralmente, os problemas de execu\u00e7\u00e3o s\u00e3o acompanhados de dificuldades de comunica\u00e7\u00e3o entre colaboradores. \u00c9 essencial que os promotores de venda estejam <\/span><b>alinhados ao time de <\/b><b><i>backoffice<\/i><\/b><span style=\"font-weight: 400;\">, sabendo como os produtos devem estar no PDV e gerando insights em tempo real.<\/span><\/p>\n<p><b>Mais produtividade para promotores de venda? <\/b><a href=\"http:\/\/club.involves.com\/produtividade-promotor-de-vendas\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Temos o conte\u00fado certo para voc\u00ea<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Assim, uma maneira efetiva de promover esse alinhamento \u00e9 <\/span><b>criar rotinas<\/b><span style=\"font-weight: 400;\"> no trabalho da equipe. Encontros, checagens r\u00e1pidas, alinhamentos\u2026 Esses pequenos \u201crituais\u201d ajudam a <\/span><b>manter o time conectado e consciente<\/b><span style=\"font-weight: 400;\"> do que est\u00e1 acontecendo.<\/span><\/p>\n<h2><b>Erro #3 \/ Estoque Virtual<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Seu controle interno indica que h\u00e1 1.000 unidades do Chocolate X em estoque. Quando a equipe de campo precisa fazer a reposi\u00e7\u00e3o na g\u00f4ndola, descobre que na verdade existem apenas 200 unidades guardadas. Essas 800 unidades de diferen\u00e7a comp\u00f5em o chamado\u00a0 &#8211; e temido &#8211; <\/span><b>estoque virtual<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>Erro #4 \/ Ruptura<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">O <\/span><i><span style=\"font-weight: 400;\">shopper <\/span><\/i><span style=\"font-weight: 400;\">chega ao PDV disposto a comprar determinado ovo de P\u00e1scoa, por exemplo, mas n\u00e3o o encontra devido a problemas de reposi\u00e7\u00e3o e organiza\u00e7\u00e3o da loja. Essa <\/span><b>indisponibilidade que impede a compra<\/b><span style=\"font-weight: 400;\"> (seja <\/span><i><span style=\"font-weight: 400;\">offline <\/span><\/i><span style=\"font-weight: 400;\">ou <\/span><i><span style=\"font-weight: 400;\">online<\/span><\/i><span style=\"font-weight: 400;\">) define uma ruptura, um dos erros mais perigosos no varejo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Perda de vendas, <\/span><i><span style=\"font-weight: 400;\">shoppers <\/span><\/i><span style=\"font-weight: 400;\">decepcionados, avalia\u00e7\u00f5es negativas\u2026 As consequ\u00eancias s\u00e3o in\u00fameras. E nesses casos, <\/span><b>n\u00e3o \u00e9 s\u00f3 a loja que tem preju\u00edzo<\/b><span style=\"font-weight: 400;\">: marcas tamb\u00e9m acabam perdendo espa\u00e7o para concorrentes que estiverem dispon\u00edveis no PDV.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A solu\u00e7\u00e3o? Comece relembrando os tr\u00eas erros anteriores. Quando a <\/span><b>reposi\u00e7\u00e3o \u00e9 precisa, a execu\u00e7\u00e3o eficiente e o estoque organizado<\/b><span style=\"font-weight: 400;\">, os riscos de uma ruptura acontecer s\u00e3o muito menores.\u00a0<\/span><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">p\u00e1scoa<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Varejo<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">vendas p\u00e1scoa<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">vendas varejo<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Descubra quais s\u00e3o e como evitar esses 4 erros que comprometem as vendas no varejo na P\u00e1scoa.<\/p>\n","protected":false},"author":4,"featured_media":22965,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[419,422],"tags":[268,40,269,270],"class_list":["post-20580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-performance-e-sell-out","category-tendencias-e-mercado","tag-pascoa","tag-varejo","tag-vendas-pascoa","tag-vendas-varejo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 erros que podem atrapalhar as vendas de P\u00e1scoa no varejo<\/title>\n<meta name=\"description\" content=\"Descubra quais s\u00e3o e como evitar esses 4 erros que podem comprometer as vendas no varejo durante a \u00e9poca de P\u00e1scoa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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