{"id":20592,"date":"2022-04-19T11:46:45","date_gmt":"2022-04-19T11:46:45","guid":{"rendered":"https:\/\/clubedotrade.com.br\/?p=20592"},"modified":"2023-02-02T19:48:58","modified_gmt":"2023-02-02T19:48:58","slug":"branding-trade-marketing-loja-perfeita","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/branding-trade-marketing-loja-perfeita\/","title":{"rendered":"Branding &#038; Trade Marketing: conex\u00e3o para Loja Perfeita"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Quando o assunto \u00e9 marca, <\/span><b>o que vem \u00e0 sua mente<\/b><span style=\"font-weight: 400;\"> quando l\u00ea estas palavras:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bombril<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vigor<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Red Bull<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L&#8217;Or\u00e9al<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00c9 prov\u00e1vel que cada uma delas provoque <\/span><b>diferentes associa\u00e7\u00f5es \u00e0 marcas e produtos amplamente conhecidos e que s\u00e3o sin\u00f4nimos de categorias<\/b><span style=\"font-weight: 400;\">: Limpeza, alimenta\u00e7\u00e3o, esportes, sa\u00fade. Esponjas, iogurtes, t\u00eanis, desodorantes. Por a\u00ed vai. Agora, pense no poder dessas associa\u00e7\u00f5es numa situa\u00e7\u00e3o de compra no varejo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gostamos daquilo que conhecemos. Que nos faz sentir seguran\u00e7a e familiaridade. <\/span><b>Esse \u00e9 um dos grandes poderes do branding<\/b><span style=\"font-weight: 400;\">. \u00c9 sobre ele &#8211; e sua import\u00e2ncia para o trade marketing &#8211; que vamos falar\u00a0 agora.<\/span><\/p>\n<h2><b>Uma marca \u00e9 bem mais do que uma marca<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">No dia a dia do varejo, as g\u00f4ndolas apresentam um universo de<\/span><b> formas, cores, perfumes <\/b><span style=\"font-weight: 400;\">e afins. Por mais objetivo que um <\/span><i><span style=\"font-weight: 400;\">shopper <\/span><\/i><span style=\"font-weight: 400;\">seja, a jornada de compra sempre ser\u00e1 influenciada por todos esses est\u00edmulos.<\/span><\/p>\n<p><a href=\"http:\/\/club.involves.com\/branding-trade-marketing\/\" target=\"_blank\" rel=\"noopener\"><b>Onde o branding entra nisso?<\/b><\/a><span style=\"font-weight: 400;\"> Vamos considerar o exemplo da Bombril. Todos os elementos que comp\u00f5em sua identidade &#8211; marca, cores, textos e etc &#8211; n\u00e3o existem por acaso. Algu\u00e9m, ou alguma equipe, refletiu e ainda reflete a respeito desses conceitos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Toda a comunica\u00e7\u00e3o da marca\u00a0 com o seu p\u00fablico ajuda a <\/span><b>refor\u00e7ar esses elementos<\/b><span style=\"font-weight: 400;\">. O resultado? Na hora da compra, em meio a in\u00fameros produtos do mesmo segmento, a marca da Bombril pode levar vantagem sobre outras menos reconhecidas. Seguran\u00e7a e familiaridade, lembra?<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b><i>Confira o case de sucesso da <\/i><\/b><a href=\"http:\/\/club.involves.com\/estrategias-da-bombril-no-ponto-de-venda\/\" target=\"_blank\" rel=\"noopener\"><b><i>Bombril com a Involves<\/i><\/b><\/a><b><i>.<\/i><\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Esse trabalho estrat\u00e9gico de gest\u00e3o da marca, do nome \u00e0 presen\u00e7a no PDV, pode ser definido como <\/span><b>branding<\/b><span style=\"font-weight: 400;\">. Um conceito diretamente ligado ao trade marketing. Afinal, seguir esses direcionamentos estrat\u00e9gicos abre caminho para uma execu\u00e7\u00e3o sofisticada e precisa no PDV. Qualidades fundamentais para que uma <\/span><a href=\"http:\/\/club.involves.com\/perfect-store\/\" target=\"_blank\" rel=\"noopener\"><b>loja perfeita<\/b><\/a><span style=\"font-weight: 400;\"> vire realidade.<\/span><\/p>\n<h2><b>Todos os olhos na g\u00f4ndola<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A decis\u00e3o de compra. O ponto alto da jornada. Toda equipe, do campo ao back-office, trabalha com o olhar direcionado para esse momento. Por\u00e9m, para que ele aconte\u00e7a da forma esperada, <\/span><b>ind\u00fastria e varejo devem andar juntos<\/b><span style=\"font-weight: 400;\">. E isso est\u00e1 diretamente relacionado com o que falamos at\u00e9 aqui:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Branding de excel\u00eancia &gt; PDV mais rico &gt; aumento de faturamento da loja.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Loja bem organizada &gt; produtos bem apresentados &gt; branding fortalecido.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nessa rela\u00e7\u00e3o, todos saem ganhando. O varejista quer seu PDV composto por marcas fortes, de valor agregado. A ind\u00fastria quer a certeza de que suas marcas estejam <\/span><a href=\"http:\/\/club.involves.com\/posicionamento-produtos-ponto-venda\/amp\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">posicionadas de forma adequada<\/span><\/a><span style=\"font-weight: 400;\"> no varejo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O foco dessa rela\u00e7\u00e3o, claro, \u00e9 o <\/span><i><span style=\"font-weight: 400;\">shopper<\/span><\/i><span style=\"font-weight: 400;\">. <\/span><b>Elevar sua experi\u00eancia de compra<\/b><span style=\"font-weight: 400;\"> \u00e9 um objetivo comum ao branding e ao trade marketing. A tomada de decis\u00e3o de compra \u00e9 resultado disso, influenciada sobretudo pelo bom posicionamento dos produtos na loja.<\/span><\/p>\n<p><b><i>\u201cN\u00f3s gostamos de pensar que estamos no controle. Se escolhemos \u00e1gua em vez de refrigerante, presumimos que foi uma op\u00e7\u00e3o consciente. A verdade, no entanto, \u00e9 que muitas atitudes que tomamos a cada dia n\u00e3o s\u00e3o moldadas por prop\u00f3sito e escolha, mas pela op\u00e7\u00e3o mais \u00f3bvia.\u201d <\/i><\/b><i><span style=\"font-weight: 400;\">James Clear, no livro H\u00e1bitos At\u00f4micos<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">O lugar onde as coisas est\u00e3o no PDV importa (e muito!). Numa loja bem planejada, nada \u00e9 por acaso. As pontas de g\u00f4ndolas, por exemplo,\u00a0 s\u00e3o o primeiro ponto de contato visual dos <\/span><i><span style=\"font-weight: 400;\">shoppers <\/span><\/i><span style=\"font-weight: 400;\">nos corredores. E s\u00e3o tamb\u00e9m um local com tr\u00e1fego de pessoas maior comparado a outros pontos do mesmo local.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9 nesses espa\u00e7os que o branding ajuda as equipes de campo. Quando a <\/span><b>estrat\u00e9gia de venda e posicionamento do produto<\/b><span style=\"font-weight: 400;\"> \u00e9 assimilada de forma clara, a exposi\u00e7\u00e3o correta nas g\u00f4ndolas \u00e9 garantida. Al\u00e9m disso, essa mesma estrat\u00e9gia pode inspirar a\u00e7\u00f5es mais diferenciadas e assertivas de <\/span><a href=\"http:\/\/club.involves.com\/o-que-e-merchandising\/\" target=\"_blank\" rel=\"noopener\"><b>merchandising<\/b><\/a><span style=\"font-weight: 400;\"> no PDV.<\/span><\/p>\n<h2><b>Branding &amp; Trade Marketing: a conex\u00e3o que gera uma Loja Perfeita<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Aqui no blog, <\/span><a href=\"http:\/\/club.involves.com\/loja-perfeita-boas-praticas-pdv\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">j\u00e1 falamos algumas vezes sobre Loja Perfeita<\/span><\/a><span style=\"font-weight: 400;\">. Por\u00e9m, sabemos que nunca \u00e9 demais relembrar os pilares que sustentam essa estrutura ideal, centrada, sobretudo, na jornada de compra:<\/span><\/p>\n<ul>\n<li><b>Presen\u00e7a:<\/b><span style=\"font-weight: 400;\"> disponibilidade de produtos no PDV;<\/span><\/li>\n<li><b>Pre\u00e7o:<\/b><span style=\"font-weight: 400;\"> adequa\u00e7\u00e3o do valor de acordo com mudan\u00e7as de cen\u00e1rio;<\/span><\/li>\n<li><b>Ponto extra:<\/b><span style=\"font-weight: 400;\"> produtos expostos com destaque, al\u00e9m da g\u00f4ndola padr\u00e3o;<\/span><\/li>\n<li><b>Share de g\u00f4ndola:<\/b><span style=\"font-weight: 400;\"> espa\u00e7o ocupado pelo produto no PDV.<\/span><\/li>\n<\/ul>\n<p><b>A estrat\u00e9gia de branding de uma marca se relaciona com todos esses conceitos. <\/b><span style=\"font-weight: 400;\">Ela orienta a presen\u00e7a do produto, o planograma, a quantidade de SKUs, se \u00e9 ostensiva ou em quantidades reduzidas. Guia a pol\u00edtica de pre\u00e7os de acordo com o p\u00fablico-alvo, gera insights para a cria\u00e7\u00e3o de pontos extras\u00a0 e auxilia na decis\u00e3o sobre share de g\u00f4ndola, j\u00e1 que nem toda estrat\u00e9gia busca sempre um share maior no PDV.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A partir disso, uma quest\u00e3o ganha import\u00e2ncia: como estabelecer essa <\/span><b>conex\u00e3o entre ind\u00fastria e varejo<\/b><span style=\"font-weight: 400;\">? Entre branding e trade marketing? A resposta est\u00e1 na tecnologia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O Involves Stage, <\/span><a href=\"https:\/\/involves.com\/stage\/loja-perfeita\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a plataforma de intelig\u00eancia artificial para a ind\u00fastria<\/span><\/a><span style=\"font-weight: 400;\">, permite <\/span><b>mensurar diferentes indicadores em tempo real<\/b><span style=\"font-weight: 400;\">. Dessa forma, uma decis\u00e3o estrat\u00e9gica de branding gera resultados no PDV com agilidade e precis\u00e3o. Tudo registrado e salvo na nuvem, evitando a perda de informa\u00e7\u00f5es no caminho.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Muitas ind\u00fastrias\u00a0 j\u00e1 <\/span><a href=\"http:\/\/club.involves.com\/case-loja-perfeita\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">comprovaram a import\u00e2ncia<\/span><\/a><span style=\"font-weight: 400;\"> de estabelecer essa conex\u00e3o. Quando <\/span><b>branding e trade marketing<\/b><span style=\"font-weight: 400;\"> andam juntos, os resultados acontecem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quer saber mais? Conhe\u00e7a todos os detalhes do Involves Stage e descubra como a tecnologia pode beneficiar a sua opera\u00e7\u00e3o:<\/span><\/p>\n<h4><b>Sua Loja Perfeita come\u00e7a aqui \ud83d\udc47<\/b><\/h4>\n<h4><span id=\"hs-cta-wrapper-745c2898-7e34-47d9-b772-a7485770ee2c\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-745c2898-7e34-47d9-b772-a7485770ee2c\" class=\"hs-cta-node hs-cta-745c2898-7e34-47d9-b772-a7485770ee2c\"><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5315393\/745c2898-7e34-47d9-b772-a7485770ee2c\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" id=\"hs-cta-img-745c2898-7e34-47d9-b772-a7485770ee2c\" class=\"hs-cta-img alignnone\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/745c2898-7e34-47d9-b772-a7485770ee2c.png\" alt=\"Nova call to action\" 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, '745c2898-7e34-47d9-b772-a7485770ee2c', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code --><\/h4>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">branding<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">branding &amp; trade marketing<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">loja perfeita<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Trade Marketing<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Entenda porque a conex\u00e3o entre branding e trade marketing s\u00e3o fundamentais para uma LP.<\/p>\n","protected":false},"author":4,"featured_media":22937,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,417],"tags":[271,272,169,42],"class_list":["post-20592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-execucao-no-pdv","tag-branding","tag-branding-trade-marketing","tag-loja-perfeita","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>Branding &amp; 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