{"id":23138,"date":"2025-12-18T18:11:21","date_gmt":"2025-12-18T18:11:21","guid":{"rendered":"https:\/\/club.involves.com\/pt-br\/?p=23138"},"modified":"2025-12-22T13:49:48","modified_gmt":"2025-12-22T13:49:48","slug":"akzonobel-transformou-a-execucao-no-pdv-com-ia-e-dados","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/akzonobel-transformou-a-execucao-no-pdv-com-ia-e-dados\/","title":{"rendered":"AkzoNobel transformou a execu\u00e7\u00e3o no PDV com IA e dados"},"content":{"rendered":"<h2><b>Quando a execu\u00e7\u00e3o na loja vira um desafio (e uma oportunidade)<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Naquelas categorias em que a decis\u00e3o de compra ocorre na frente da prateleira, <\/span><b>a execu\u00e7\u00e3o no ponto de venda (PDV)<\/b><span style=\"font-weight: 400;\"> deixa de ser uma quest\u00e3o operacional e torna-se uma verdadeira vantagem competitiva. AkzoNobel, uma das empresas l\u00edderes em n\u00edvel global, teve essa compreens\u00e3o quando identificou a necessidade de <\/span><b>ter visibilidade real, r\u00e1pida e confi\u00e1vel do que acontecia na loja<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para consegui-lo, AkzoNobel trabalhou ombro com ombro com a <\/span><b>POP Trade<\/b><span style=\"font-weight: 400;\">, sua ag\u00eancia de <\/span><i><span style=\"font-weight: 400;\">trade marketing<\/span><\/i><span style=\"font-weight: 400;\">, que implementou <\/span><a href=\"https:\/\/involves.com\/pt-br\/stage\/\" target=\"_blank\" rel=\"noopener\"><b>Involves Stage<\/b><\/a><span style=\"font-weight: 400;\"> como plataforma tecnol\u00f3gica para transformar a opera\u00e7\u00e3o de campo e elevar o padr\u00e3o de execu\u00e7\u00e3o.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A pergunta e o desafio eram claros: Como garantir uma execu\u00e7\u00e3o consistente, medi-la com precis\u00e3o e reagir em tempo, sem sobrecarregar as equipes?<\/span><\/p>\n<h2><b>O desafio: visibilidade limitada e processos manuais no PDV<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Antes da implementa\u00e7\u00e3o, a opera\u00e7\u00e3o enfrentava desafios comuns no varejo:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Valida\u00e7\u00f5es manuais de exposi\u00e7\u00f5es e materiais POP;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Investimento grande de tempo por visita em levantamento de informa\u00e7\u00f5es;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dificuldade em padronizar a qualidade da execu\u00e7\u00e3o;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pouca agilidade para adotar medidas corretivas;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Necessidade de escalar a opera\u00e7\u00e3o sem aumentar a estrutura.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Esta falta de visibilidade em tempo real fazia com que as <\/span><b>oportunidades de melhoria fossem identificadas em forma tardia<\/b><span style=\"font-weight: 400;\">, impactando diretamente a efici\u00eancia e os resultados na loja.<\/span><\/p>\n<h2><b>A solu\u00e7\u00e3o: POP Trade + a IA de Involves Stage<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Para reverter esse cen\u00e1rio, a <\/span><b>POP Trade implementou Involves Stage<\/b><span style=\"font-weight: 400;\"> como plataforma central de execu\u00e7\u00e3o no PDV para a AkzoNobel, incorporando <\/span><a href=\"https:\/\/involves.com\/pt-br\/stage\/reconhecimento-por-imagem-b\/\" target=\"_blank\" rel=\"noopener\"><b>reconhecimento por imagem com intelig\u00eancia artificial<\/b><span style=\"font-weight: 400;\">.<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Gra\u00e7as a essa combina\u00e7\u00e3o, a opera\u00e7\u00e3o p\u00f4de:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Eliminar contagens manuais<\/b><span style=\"font-weight: 400;\">, substituindo-as pela leitura autom\u00e1tica de SKUS a partir das fotos;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Coletar e processar dados em tempo real<\/b><span style=\"font-weight: 400;\">, diretamente do PDV;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Validar padr\u00f5es de execu\u00e7\u00e3o e material POP<\/b><span style=\"font-weight: 400;\"> de forma objetiva;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Centralizar as informa\u00e7\u00f5es em <\/b><b><i>dashboards<\/i><\/b><span style=\"font-weight: 400;\">, facilitando decis\u00f5es r\u00e1pidas e acion\u00e1veis.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A execu\u00e7\u00e3o n\u00e3o depende mais do relat\u00f3rio manual e passou a basear-se em <\/span><b>dados confi\u00e1veis, padronizados e compar\u00e1veis entre as lojas<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>Os resultados: maior efici\u00eancia, maior cobertura e melhor execu\u00e7\u00e3o.<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A implementa\u00e7\u00e3o realizada pela POP Trade com Involves Stage gerou impactos claros e mensur\u00e1veis para a opera\u00e7\u00e3o de AkzoNobel:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Redu\u00e7\u00e3o significativa do tempo de coleta de dados por visita;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Maior cobertura de lojas, sem aumentar a equipe;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Informa\u00e7\u00f5es validadas e consistentes em cada PDV;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Melhor alinhamento entre estrat\u00e9gia, execu\u00e7\u00e3o e resultados.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Equipes de campo mais focadas na execu\u00e7\u00e3o, n\u00e3o no relato.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Em resumo: <\/span><b>maior controle, maior agilidade e melhor execu\u00e7\u00e3o na loja<\/b><span style=\"font-weight: 400;\">, sem perder a qualidade operacional.<\/span><\/p>\n<h2><b>Quando a tecnologia conecta estrat\u00e9gia, ag\u00eancia e execu\u00e7\u00e3o.<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Este <\/span><i><span style=\"font-weight: 400;\">case<\/span><\/i><span style=\"font-weight: 400;\"> comprova que a <\/span><b>tecnologia potencializa <\/b><a href=\"https:\/\/stage.involves.com\/pt\/demonstracao-agencias\" target=\"_blank\" rel=\"noopener\"><b>o trabalho das ag\u00eancias de <\/b><b><i>trade marketing<\/i><\/b><\/a><span style=\"font-weight: 400;\">, permitindo que escalem melhores pr\u00e1ticas, padronizem a execu\u00e7\u00e3o e entreguem resultados tang\u00edveis para as marcas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A uni\u00e3o <\/span><b>AkzoNobel + POP Trade + Involves Stage<\/b><span style=\"font-weight: 400;\"> \u00e9 um claro exemplo de como dados, intelig\u00eancia artificial e uma boa estrat\u00e9gia de execu\u00e7\u00e3o podem transformar o PDV em um motor real de crescimento.<\/span><\/p>\n<h2><b>Sua opera\u00e7\u00e3o enfrenta desafios similares?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Se hoje sua marca:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tem pouca visibilidade do PDV em tempo real;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identifica os problemas depois de eles impactarem as vendas;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Precisa escalar a execu\u00e7\u00e3o sem perder o controle;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Trabalha com ag\u00eancias que requerem dados claros e acion\u00e1veis.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Este <\/span><i><span style=\"font-weight: 400;\">case<\/span><\/i><span style=\"font-weight: 400;\"> \u00e9 para voc\u00ea.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\ud83d\udc49<\/span> <a href=\"https:\/\/content.involves.com\/pt-br\/akzonobel-pop-trade\" target=\"_blank\" rel=\"noopener\"><b>Acesse o <\/b><b><i>case<\/i><\/b><b> completo e saiba como levar esta estrat\u00e9gia para a sua opera\u00e7\u00e3o<\/b><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Saiba como AkzoNobel otimizou a execu\u00e7\u00e3o no PDV junto com POP Trade e Involves Stage, implementando IA para obter maior agilidade.<\/p>\n","protected":false},"author":29,"featured_media":23139,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[347,420],"tags":[],"class_list":["post-23138","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-involves","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>AkzoNobel transformou a execu\u00e7\u00e3o no PDV com IA e dados - Involves Club<\/title>\n<meta name=\"description\" content=\"Saiba como AkzoNobel otimizou a execu\u00e7\u00e3o no PDV junto com POP Trade e Involves Stage, implementando IA para obter maior agilidade.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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