{"id":22994,"date":"2025-08-07T18:58:03","date_gmt":"2025-08-07T18:58:03","guid":{"rendered":"https:\/\/club.involves.com\/?p=22994"},"modified":"2025-08-21T19:43:40","modified_gmt":"2025-08-21T19:43:40","slug":"coleta-de-dados-no-pdv","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/coleta-de-dados-no-pdv\/","title":{"rendered":"Como usar a coleta de dados no PDV para estrat\u00e9gias de trade marketing"},"content":{"rendered":"<p data-start=\"324\" data-end=\"603\">A <strong data-start=\"326\" data-end=\"352\">coleta de dados no PDV<\/strong> \u00e9 um dos pilares centrais do <strong data-start=\"382\" data-end=\"409\">trade marketing moderno<\/strong>. Em um mercado cada vez mais competitivo, a capacidade de registrar informa\u00e7\u00f5es diretamente do campo e transform\u00e1-las em decis\u00f5es estrat\u00e9gicas define quais empresas conseguem se destacar.<\/p>\n<p data-start=\"605\" data-end=\"1004\">Ter processos de coleta estruturados, confi\u00e1veis e apoiados em tecnologia \u00e9 fundamental para que cada visita ao PDV gere insights que impulsionam vendas e aumentam a efici\u00eancia operacional.<\/p>\n<h2 data-start=\"1006\" data-end=\"1056\">Por que a coleta de dados no PDV \u00e9 essencial?<\/h2>\n<p data-start=\"1057\" data-end=\"1237\">O consumidor toma decis\u00f5es em segundos dentro da loja. Se a sua marca n\u00e3o estiver bem posicionada, com pre\u00e7o competitivo e sem rupturas, voc\u00ea pode perder vendas sem nem perceber.<\/p>\n<p data-start=\"1239\" data-end=\"1290\">A <strong data-start=\"1241\" data-end=\"1267\">coleta de dados no PDV<\/strong> permite identificar:<\/p>\n<ul data-start=\"1291\" data-end=\"1705\">\n<li data-start=\"1291\" data-end=\"1374\">\n<p data-start=\"1293\" data-end=\"1374\"><strong data-start=\"1293\" data-end=\"1324\">Disponibilidade de produtos<\/strong>: detectar rupturas antes que afetem o sell-out.<\/p>\n<\/li>\n<li data-start=\"1375\" data-end=\"1493\">\n<p data-start=\"1377\" data-end=\"1493\"><strong data-start=\"1377\" data-end=\"1410\">Posicionamento no ponto extra<\/strong>: avaliar se campanhas e materiais de merchandising foram corretamente aplicados.<\/p>\n<\/li>\n<li data-start=\"1494\" data-end=\"1614\">\n<p data-start=\"1496\" data-end=\"1614\"><strong data-start=\"1496\" data-end=\"1515\">Pre\u00e7o praticado<\/strong>: monitorar se a precifica\u00e7\u00e3o est\u00e1 alinhada \u00e0 estrat\u00e9gia e competitiva em rela\u00e7\u00e3o \u00e0 concorr\u00eancia.<\/p>\n<\/li>\n<li data-start=\"1615\" data-end=\"1705\">\n<p data-start=\"1617\" data-end=\"1705\"><strong data-start=\"1617\" data-end=\"1648\">Execu\u00e7\u00e3o da equipe de campo<\/strong>: acompanhar produtividade e efici\u00eancia dos promotores.<\/p>\n<\/li>\n<\/ul>\n<p>Se voc\u00ea ainda tem d\u00favidas sobre a import\u00e2ncia desse processo, confira este artigo sobre <a class=\"decorated-link\" href=\"https:\/\/club.involves.com\/coleta-dados-informacoes\/\" target=\"_blank\" rel=\"noopener\" data-start=\"917\" data-end=\"1001\">coleta de dados e informa\u00e7\u00f5es<\/a>.<\/p>\n<h2 data-start=\"1576\" data-end=\"1615\">Que tipos de dados coletar no PDV?<\/h2>\n<p data-start=\"1616\" data-end=\"1750\">Nem todo dado \u00e9 igualmente \u00fatil. \u00c9 importante definir quais informa\u00e7\u00f5es realmente trazem impacto para a estrat\u00e9gia. Alguns exemplos:<\/p>\n<ul data-start=\"1751\" data-end=\"2211\">\n<li data-start=\"1751\" data-end=\"1818\">\n<p data-start=\"1753\" data-end=\"1818\"><strong data-start=\"1753\" data-end=\"1771\">Dados de pre\u00e7o<\/strong>: monitorar varia\u00e7\u00e3o e pol\u00edticas de desconto.<\/p>\n<\/li>\n<li data-start=\"1819\" data-end=\"1910\">\n<p data-start=\"1821\" data-end=\"1910\"><strong data-start=\"1821\" data-end=\"1862\">Presen\u00e7a de material de merchandising<\/strong>: identificar se o planejamento foi executado.<\/p>\n<\/li>\n<li data-start=\"1911\" data-end=\"2013\">\n<p data-start=\"1913\" data-end=\"2013\"><strong data-start=\"1913\" data-end=\"1951\">Espa\u00e7o em g\u00f4ndola e share of shelf<\/strong>: avaliar a propor\u00e7\u00e3o de visibilidade frente \u00e0 concorr\u00eancia.<\/p>\n<\/li>\n<li data-start=\"2014\" data-end=\"2097\">\n<p data-start=\"2016\" data-end=\"2097\"><strong data-start=\"2016\" data-end=\"2037\">Estoque e ruptura<\/strong>: garantir que o produto esteja dispon\u00edvel para o shopper.<\/p>\n<\/li>\n<li data-start=\"2098\" data-end=\"2211\">\n<p data-start=\"2100\" data-end=\"2211\"><strong data-start=\"2100\" data-end=\"2124\">Feedback qualitativo<\/strong>: impress\u00f5es de shopper ou do pr\u00f3prio promotor sobre concorrentes e din\u00e2mica da loja.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2213\" data-end=\"2309\">Esse mix de <a href=\"https:\/\/club.involves.com\/dados-quantitativos-e-qualitativos\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"2225\" data-end=\"2263\">dados quantitativos e qualitativos<\/strong><\/a> ajuda a ter uma vis\u00e3o completa da execu\u00e7\u00e3o.<\/p>\n<h2 data-start=\"2311\" data-end=\"2356\">O papel da tecnologia na coleta de dados<\/h2>\n<p data-start=\"2357\" data-end=\"2521\">Antes, o processo era manual: planilhas impressas, formul\u00e1rios extensos e erros de digita\u00e7\u00e3o eram comuns. Hoje, a tecnologia permite transformar esse cen\u00e1rio com:<\/p>\n<ul data-start=\"2522\" data-end=\"2827\">\n<li data-start=\"2522\" data-end=\"2595\">\n<p data-start=\"2524\" data-end=\"2595\"><a href=\"https:\/\/involves.com\/pt-br\/stage\/metodologia-involves\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"2524\" data-end=\"2556\">Ferramenta de coleta de dados em tempo real<\/strong><\/a><b> <\/b>que\u00a0facilitam o registro direto no PDV.<\/p>\n<\/li>\n<li data-start=\"2596\" data-end=\"2720\">\n<p data-start=\"2598\" data-end=\"2720\">Uso de intelig\u00eancia artificial em <a href=\"https:\/\/involves.com\/pt-br\/stage\/reconhecimento-por-imagem\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"2598\" data-end=\"2628\">Reconhecimento por Imagens<\/strong><\/a> que identifica\u00a0produtos, pre\u00e7os e rupturas em segundos.<\/p>\n<\/li>\n<li data-start=\"2721\" data-end=\"2827\">\n<p data-start=\"2723\" data-end=\"2827\"><a href=\"https:\/\/involves.com\/pt-br\/stage\/analise-de-dados\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"2723\" data-end=\"2743\">Dashboards de BI<\/strong><\/a> com integra\u00e7\u00e3o autom\u00e1tica para que dados se transformem em indicadores estrat\u00e9gicos.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2829\" data-end=\"2952\">O resultado \u00e9 mais velocidade, confiabilidade e padroniza\u00e7\u00e3o, permitindo que gestores tomem decis\u00f5es r\u00e1pidas e precisas. Al\u00e9m disso, com dados confi\u00e1veis, as decis\u00f5es deixam de ser baseadas em suposi\u00e7\u00f5es e passam a seguir um caminho de <a href=\"https:\/\/club.involves.com\/inteligencia-analitica\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"1545\" data-end=\"1571\">intelig\u00eancia anal\u00edtica<\/strong><\/a>.<\/p>\n<p data-start=\"2829\" data-end=\"2952\">Leia tamb\u00e9m: <a href=\"https:\/\/club.involves.com\/qualidade-de-dados\/\" target=\"_blank\" rel=\"noopener\">5 sinais de que a qualidade de dados no PDV pode estar comprometida<\/a><\/p>\n<h2 data-start=\"2954\" data-end=\"2995\">Como transformar dados em resultados<\/h2>\n<p data-start=\"2996\" data-end=\"3108\">A coleta \u00e9 s\u00f3 a primeira etapa. O grande diferencial est\u00e1 em <strong data-start=\"3057\" data-end=\"3079\">interpretar e agir<\/strong>. Alguns exemplos pr\u00e1ticos:<\/p>\n<ul data-start=\"3109\" data-end=\"3400\">\n<li data-start=\"3109\" data-end=\"3169\">\n<p data-start=\"3111\" data-end=\"3169\">Detectar ruptura e gerar uma a\u00e7\u00e3o imediata de reposi\u00e7\u00e3o.<\/p>\n<\/li>\n<li data-start=\"3170\" data-end=\"3248\">\n<p data-start=\"3172\" data-end=\"3248\">Identificar lojas com menor execu\u00e7\u00e3o e redirecionar visitas de promotores.<\/p>\n<\/li>\n<li data-start=\"3249\" data-end=\"3327\">\n<p data-start=\"3251\" data-end=\"3327\">Usar dados de pre\u00e7o para negociar com varejistas e ganhar competitividade.<\/p>\n<\/li>\n<li data-start=\"3328\" data-end=\"3400\">\n<p data-start=\"3330\" data-end=\"3400\">Analisar desempenho de campanhas e ajustar futuras ativa\u00e7\u00f5es no PDV.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3402\" data-end=\"3551\">Empresas que dominam esse ciclo de <strong data-start=\"3437\" data-end=\"3464\">coleta \u2192 an\u00e1lise \u2192 a\u00e7\u00e3o<\/strong> ganham mais efici\u00eancia e aumentam seu retorno sobre investimento no trade marketing.<\/p>\n<p data-start=\"3845\" data-end=\"4140\">Quer ver um exemplo pr\u00e1tico de como dados e tecnologia podem transformar uma opera\u00e7\u00e3o de trade marketing? Confira o <a class=\"decorated-link\" href=\"https:\/\/stage.involves.com\/pt\/conurbano-distribucion\" target=\"_blank\" rel=\"noopener\" data-start=\"3961\" data-end=\"4034\">case da Conurbano<\/a>, distribuidora oficial de grandes marcas que otimizou efici\u00eancia e inova\u00e7\u00e3o com intelig\u00eancia anal\u00edtica.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Descubra como a coleta de dados no PDV pode transformar estrat\u00e9gias de trade marketing. Saiba quais informa\u00e7\u00f5es priorizar, como automatizar processos e gerar resultados reais no ponto de venda.<\/p>\n","protected":false},"author":23,"featured_media":22996,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[417,420],"tags":[],"class_list":["post-22994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-execucao-no-pdv","category-tecnologia-e-inteligencia-de-dados"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como usar a coleta de dados no PDV para estrat\u00e9gias de trade marketing - Involves Club<\/title>\n<meta name=\"description\" content=\"Descubra como a coleta de dados no PDV pode transformar estrat\u00e9gias de trade marketing. 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