{"id":22289,"date":"2024-04-12T16:02:45","date_gmt":"2024-04-12T16:02:45","guid":{"rendered":"https:\/\/club.involves.com\/?p=22289"},"modified":"2024-04-15T16:25:25","modified_gmt":"2024-04-15T16:25:25","slug":"off-trade","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/off-trade\/","title":{"rendered":"On trade e off trade: diferen\u00e7as e estrat\u00e9gias espec\u00edficas"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A jornada do shopper \u00e9 repleta de decis\u00f5es que s\u00e3o influenciadas pelo ambiente de compra. Compreender se o <a href=\"https:\/\/content.involves.com\/infografico-ponto-extra-pdv\" target=\"_blank\" rel=\"noopener\">ponto de venda<\/a> oferece consumo no local ou n\u00e3o \u00e9 fundamental para moldar uma estrat\u00e9gia de trade marketing eficaz.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pensando nisso, no artigo de hoje vamos explorar os ambientes de on trade e off trade e como explorar abordagens espec\u00edficas para cada cen\u00e1rio.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Qual a diferen\u00e7a entre On Trade e Off Trade?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">O on trade refere-se a locais onde os shoppers compram produtos para consumir no local, como bares, restaurantes, casas noturnas e eventos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por outro lado, o off trade envolve a compra de produtos destinados ao consumo em casa, no trabalho ou em qualquer outro lugar fora do estabelecimento de venda, como \u00e9 o caso de supermercados, lojas de conveni\u00eancia e at\u00e9 <a href=\"https:\/\/club.involves.com\/mercados-de-condominio\/\" target=\"_blank\" rel=\"noopener\">mercados de condom\u00ednio<\/a>.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Por que \u00e9 importante ter estrat\u00e9gias diferentes para On trade e Off trade?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Cada ambiente possui caracter\u00edsticas \u00fanicas que demandam estrat\u00e9gias adaptadas. Enquanto no on trade o foco est\u00e1 na experi\u00eancia sensorial e na conveni\u00eancia imediata, no off trade \u00e9 fundamental atrair a aten\u00e7\u00e3o do shopper nas g\u00f4ndolas e garantir a disponibilidade do produto.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Estrat\u00e9gias de On Trade<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">No on trade, \u00e9 essencial focar em estrat\u00e9gias que aumentem a visibilidade da marca e instiguem a vontade de consumir o produto. Isso pode incluir a\u00e7\u00f5es como:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>Promo\u00e7\u00f5es exclusivas<\/strong>: parcerias com estabelecimentos para oferecer promo\u00e7\u00f5es exclusivas podem atrair mais clientes e incentivar o consumo.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Experi\u00eancias de degusta\u00e7\u00e3o:<\/strong> oferecer aos shoppers a oportunidade de experimentar o produto no pr\u00f3prio local de venda pode aumentar significativamente as vendas.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Eventos tem\u00e1ticos<\/strong>: organizar eventos tem\u00e1ticos no local de venda pode criar experi\u00eancias \u00fanicas e atrair um p\u00fablico espec\u00edfico.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Estrat\u00e9gias de Off Trade<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">J\u00e1 no off trade, as estrat\u00e9gias devem estar voltadas para garantir que o produto se destaque nas g\u00f4ndolas e seja facilmente acess\u00edvel aos consumidores. Invista em estrat\u00e9gias como:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"><strong>Merchandising eficaz<\/strong>: Investir em materiais de merchandising visualmente atraentes pode destacar o produto nas prateleiras e atrair a aten\u00e7\u00e3o dos consumidores.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Promo\u00e7\u00f5es nas embalagens:<\/strong> Oferecer descontos ou brindes nas embalagens pode incentivar a compra e aumentar a percep\u00e7\u00e3o de valor do produto.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Programas de fidelidade:<\/strong> Criar programas de fidelidade que recompensam os clientes pela compra regular pode aumentar a lealdade \u00e0 marca e impulsionar o sell-out.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Adotar estrat\u00e9gias espec\u00edficas para On Trade e Off Trade \u00e9 essencial para atender \u00e0s expectativas dos shoppers e maximizar o impacto no sell out. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para mais dicas sobre como se destacar com merchandising na pr\u00e1tica, baixe o ebook &#8220;<a href=\"https:\/\/content.involves.com\/aulao-merchandising-rubens-santanna\" target=\"_blank\" rel=\"noopener\">Dicas de PDV: como se destacar com merchandising na pr\u00e1tica<\/a>&#8221; e transforme sua abordagem de trade marketing.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Descubra as diferen\u00e7as entre on trade e off trade e aprenda como adaptar suas campanhas de trade marketing com estrat\u00e9gias espec\u00edficas para cada cen\u00e1rio. <\/p>\n","protected":false},"author":23,"featured_media":22905,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,422],"tags":[],"class_list":["post-22289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-e-mercado"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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