{"id":23132,"date":"2025-12-04T19:09:16","date_gmt":"2025-12-04T19:09:16","guid":{"rendered":"https:\/\/club.involves.com\/pt-br\/?p=23132"},"modified":"2025-12-17T19:09:43","modified_gmt":"2025-12-17T19:09:43","slug":"vendas-perdidas","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/vendas-perdidas\/","title":{"rendered":"Vendas perdidas: Cinco consequ\u00eancias que podem impactar negativamente sua marca"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">No varejo, cada cent\u00edmetro de espa\u00e7o ganhado na prateleira \u00e9 uma batalha vencida&#8230; mas <\/span><b>ela n\u00e3o garante uma \u00fanica venda<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O verdadeiro desafio consiste em garantir que o produto esteja <\/span><b>dispon\u00edvel, vis\u00edvel e adequadamente exposto<\/b><span style=\"font-weight: 400;\"> para o <\/span><a href=\"https:\/\/club.involves.com\/shopper-no-pdv-trade-marketing-comportamento-e-fidelizacao\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">shopper<\/span><\/i><\/a><span style=\"font-weight: 400;\"> tomar a decis\u00e3o de compra.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Quando isso n\u00e3o acontece, aparece uma inimiga silenciosa, cara e mais comum do que a gente imagina: <\/span><b>a famosa e dolorida venda perdida.<\/b><\/p>\n<p><a href=\"https:\/\/club.involves.com\/evitar-ruptura-no-ponto-de-venda\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ruptura<\/span><\/a><span style=\"font-weight: 400;\">, m\u00e1 reposi\u00e7\u00e3o, pre\u00e7os desatualizados, erros de sinaliza\u00e7\u00e3o ou exposi\u00e7\u00e3o incorreta podem desencadear um efeito cascata, que impacta diretamente a lucratividade das marcas e a experi\u00eancia do cliente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A seguir, confira quais s\u00e3o <\/span><b>as cinco consequ\u00eancias mais comuns <\/b><span style=\"font-weight: 400;\">da venda perdida e como elas atingem a marca no PDV.<\/span><\/p>\n<h2><b>1. Voc\u00ea perde vendas, que \u2013 muito provavelmente \u2013 n\u00e3o ir\u00e1 recuperar<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Essa \u00e9 a consequ\u00eancia mais imediata (e tamb\u00e9m a mais dolorida). Se n\u00e3o tiver produto, <\/span><b>n\u00e3o ter\u00e1 venda<\/b><span style=\"font-weight: 400;\">.<\/span> <span style=\"font-weight: 400;\">Simples assim.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E, no varejo, a janela decis\u00f3ria \u00e9 m\u00ednima. Para n\u00f3s, n\u00e3o \u00e9 novidade que <\/span><b>80% das decis\u00f5es de compra s\u00e3o tomadas em menos de 8 segundos na frente da prateleira<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se seu produto n\u00e3o estiver dispon\u00edvel ou for dif\u00edcil de achar, o <\/span><i><span style=\"font-weight: 400;\">shopper<\/span><\/i><span style=\"font-weight: 400;\"> escolher\u00e1 outro que estiver na frente dele&#8230; via de regra, da concorr\u00eancia.\u00a0<\/span><\/p>\n<p><b>Cada <\/b><a href=\"https:\/\/club.involves.com\/gestao-de-dados-para-evitar-ruptura-no-pdv\/\" target=\"_blank\" rel=\"noopener\"><b>ruptura<\/b><\/a><b> se traduz em uma venda perdida.<\/b><span style=\"font-weight: 400;\"> E muitas vendas perdidas se traduzem em <\/span><b>impacto direto na receita e na rotatividade<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>2. Compromete sua confiabilidade enquanto marca<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Se um <\/span><i><span style=\"font-weight: 400;\">shopper<\/span><\/i><span style=\"font-weight: 400;\"> procurar e n\u00e3o achar seu produto por mais de tr\u00eas vezes, o que voc\u00ea acha que ele ir\u00e1 inferir? O que voc\u00ea, no lugar dele, iria inferir?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cSempre est\u00e1 em falta.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cNunca tem esse produto.\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201c\u00c9 melhor eu comprar de outra marca.\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nas redes, esses tipos de coment\u00e1rios s\u00e3o bem comuns e podem escalar mais r\u00e1pido do que a gente imagina.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A percep\u00e7\u00e3o de confiabilidade \u00e9 uma parte essencial da prefer\u00eancia pela marca. Se n\u00e3o tiver disponibilidade constante, <\/span><b>sua marca perder\u00e1 credibilidade e relev\u00e2ncia no PDV.<\/b><\/p>\n<h2><b>3. Aumenta o desperd\u00edcio do esfor\u00e7o de marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Voc\u00ea pode ter:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">amostras;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ativa\u00e7\u00f5es nas redes;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">campanhas OOH;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">influencers<\/span><\/i><span style=\"font-weight: 400;\"> falando do produto&#8230;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Mas, se o <\/span><i><span style=\"font-weight: 400;\">shopper<\/span><\/i><span style=\"font-weight: 400;\"> chegar no <\/span><a href=\"https:\/\/club.involves.com\/acoes-de-merchandising-no-pdv\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">PDV<\/span><\/a><span style=\"font-weight: 400;\"> e <\/span><b>n\u00e3o puder compr\u00e1-lo<\/b><span style=\"font-weight: 400;\">, todo esse esfor\u00e7o ir\u00e1 por \u00e1gua abaixo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esse desajuste entre marketing e execu\u00e7\u00e3o \u00e9 uma das <\/span><b>piores causas<\/b><span style=\"font-weight: 400;\"> da venda perdida.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Acaba acontecendo porque as equipes n\u00e3o t\u00eam dados em tempo real, e isso faz com que:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Campanhas sejam ativadas sem visibilidade de estoque;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Promo\u00e7\u00f5es sejam lan\u00e7adas sem garantia de disponibilidade;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">O PDV n\u00e3o esteja em linha com a estrat\u00e9gia digital.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u2192 Resultado: <\/span><b>Marketing pode gerar todo o tr\u00e1fego que quiser. O PDV n\u00e3o o converte. Pelo contr\u00e1rio, o perde.\u00a0<\/b><\/p>\n<h2><b>4. Provoca escoamento dos <\/b><b><i>shoppers<\/i><\/b><b> e baixa fideliza\u00e7\u00e3o.<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A fidelidade no varejo \u00e9 quase inexistente. Quando um <\/span><i><span style=\"font-weight: 400;\">shopper<\/span><\/i><span style=\"font-weight: 400;\"> n\u00e3o acha sua marca preferida, ele <\/span><b>escolhe outra e pronto, sem pensar demais no assunto<\/b><span style=\"font-weight: 400;\">.<\/span> <span style=\"font-weight: 400;\">Caso essa nova alternativa atenda \u00e0s suas expectativas, \u00e9 pouco prov\u00e1vel que ele volte para o produto original.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Existem categorias em que <\/span><b>tr\u00eas experi\u00eancias m\u00e1s <\/b><span style=\"font-weight: 400;\">(\u00e0s vezes at\u00e9 menos) s\u00e3o suficientes para perder o cliente para sempre.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A venda perdida n\u00e3o atrapalha apenas o presente. <\/span><b>Ela atrapalha o futuro da sua participa\u00e7\u00e3o no mercado.\u00a0<\/b><\/p>\n<h2><b>5. Provoca escolhas erradas, devido \u00e0 falta de dados reais.<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Quando uma marca n\u00e3o mede a disponibilidade nem a venda perdida em forma adequada, aparecem erros como:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">produzir a mais ou a menos;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">repor nas lojas incorretas;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">planejar na base de suposi\u00e7\u00f5es;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">executar promo\u00e7\u00f5es sem <\/span><i><span style=\"font-weight: 400;\">backup<\/span><\/i><span style=\"font-weight: 400;\"> de estoque;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">tomar decis\u00f5es <\/span><a href=\"https:\/\/club.involves.com\/sell-in-sell-out\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">baseadas em <\/span><i><span style=\"font-weight: 400;\">sell-in<\/span><\/i><span style=\"font-weight: 400;\"> e n\u00e3o em <\/span><i><span style=\"font-weight: 400;\">sell-out<\/span><\/i><span style=\"font-weight: 400;\"> real.<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Onde mora o perigo? Se voc\u00ea n\u00e3o tiver dados di\u00e1rios atualizados, pode achar que um produto \u201cn\u00e3o est\u00e1 vendendo\u201d, quando a realidade \u00e9 que ele <\/span><b>n\u00e3o est\u00e1 dispon\u00edvel<\/b><span style=\"font-weight: 400;\">.<\/span> <span style=\"font-weight: 400;\">Para evitar essa situa\u00e7\u00e3o, voc\u00ea precisa:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">alertas <\/span><a href=\"https:\/\/club.involves.com\/on-shelf-availability\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">OSA,<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">monitoramento em tempo real;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">relat\u00f3rios automatizados;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ferramentas de reconhecimento por imagem.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\ud83d\udc49<\/span><span style=\"font-weight: 400;\">Voc\u00ea conhece <\/span><a href=\"https:\/\/involves.com\/pt-br\/stage\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Involves Stage<\/span><\/a><span style=\"font-weight: 400;\">? Com esta ferramenta, voc\u00ea obt\u00e9m dados precisos em tempo real, reduzindo, assim, os erros de planejamento e incrementando as vendas reais.<\/span><\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Trade Marketing<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Varejo<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Conhe\u00e7a as principais consequ\u00eancias da venda perdida no varejo e como evit\u00e1-la com uma melhor execu\u00e7\u00e3o no PDV.<\/p>\n","protected":false},"author":29,"featured_media":23133,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[419],"tags":[42,40],"class_list":["post-23132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-performance-e-sell-out","tag-trade-marketing","tag-varejo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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