o merchandising como ferramenta de negócio
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8/3/2019 O Merchandising como Ferramenta de Negcio
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MerchandisingComo vender mais no Ponto-de-Venda
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8/3/2019 O Merchandising como Ferramenta de Negcio
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MERCHANDISING
FUNCIONAL EMOCIONAL
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FUNCIONAL
Sinalizar
Informar
Direcionar
Dar padro de marca
Envolver
Despertar desejos
Despertar sensaes
Vender produtos no
planejados
EMOCIONAL
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8/3/2019 O Merchandising como Ferramenta de Negcio
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FUNCIONAL EMOCIONAL
A loja de sucesso usa
ambos!!!
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Definio Geral
Merchandising qualquer tcnica, aoou material promocional usado no ponto-
de-venda que proporcione informao emelhor visibilidade a produtos, marcas ouservios, com o propsito de motivar einfluenciar as decises de compra dos
consumidores.
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Um tanto complexo demais.
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8/3/2019 O Merchandising como Ferramenta de Negcio
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FERRAMENTAS PARA
FAZER SEU NEGCIOVENDER MAIS!
Simplificando...
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Ainda...
Ele instiga o pblico a entrar na loja, poistraz informaes teis.
Ele difere seu negcio da concorrncia,pois permite agregar novos produtos eservios ao seu estabelecimento.
E por fim, se usado de forma correta, eletraz unidade e refora a MARCA (maiorativo).
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Classificao do Merchandising
Merchandising Permanente
Merchandising Semi-Permanente
Merchandising Temporrio
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Definies e Exemplos
Merchandising Permanente
Definies todo material com durao superior a um evento
especfico, como uma promoo de dias dasmes.
Geralmente, utilizado para sinalizar/informarservios ou diferenciais dos estabelecimentos.
Deve ser devidamente protegido, pois traz fluxo evendas durante todo o ano.
Pode ser considerado tambm um tipo desinalizao institucional.
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Definies e Exemplos
Merchandising Permanente
Exemplos
Totens Externos
Fachadas
Luminosos
Placas
Testeiras
Banners (servios permanentes)
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Dicas teis
Merchandising Permanente O mal uso da sinalizao permanente tira a
credibilidade do estabelecimento e afugenta o
consumidor. O consumidor busca convenincia, portanto,
quanto mais simples e direta for a sinalizaopermanente, melhor.
Por se tratarem de equipamentos com custoelevado, cada franqueado responsvel pelobom uso e manuteno do equipamento.
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Definies e Exemplos
Merchandising Semi-Permanente Definies
todo material com durao de uma campanha,
evento ou ao, geralmente atrelada a sazonalidade(dia das mes, crianas). Geralmente, utilizado para sinalizar/informar
promoes. Apesar de no trazer fluxo o ano todo, deve ser
protegido e cuidado, pois em mal estado tira
credibilidade da ao. um tipo de material comumente ofertado por
fabricantes para destacar seus produtos na loja.
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Definies e Exemplos
Merchandising Semi-Permanente
Exemplos
Banners
Adesivos
Displays
Cartazes
Folders
Palets
Expositores em geral
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Dicas teis
Merchandising Semi-Permanente
O merchandising semi-permanente ajuda a ambientare embelezar o estabelecimento. Use-o de forma
harmnica. Ele estimula a compra no planejada, logo deve ser
colocado no lugar e na hora certa, s vistas doconsumidor.
O custo deste tipo de equipamento menor que opermanente, mas sua manuteno garante vendas eatratividade para o estabelecimento.
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Definies e Exemplos
Merchandising Temporrio
Definies todo material com durao curta e est ligado a uma
OPORTUNIDADE de negcio (liquidao de ponta deestoque, sper promoo).
Geralmente, utilizado em carter festivo, e deve ter grandeimpacto visual. Tiro curto e certeiro!
Por ter durao menor, o manuseio e a armazenagemexigem menos cautela que os outros tipos de merchandising(mas jamais cuide mal de sua aparncia).
um tipo de material que exige muita CRIATIVIDADE eIMPROVISO para confeco.
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Definies e Exemplos
Merchandising Temporrio
Exemplos
Banners
Bales
Papel Cartaz
Papel celofani
Plastibolha
Folha sulfite
QUALQUER COISA QUE SEJA CRIATIVA(pneus pintados, etc, etc...)
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Dicas teis
Merchandising Temporrio
O merchandising temporrio deve ter grande impactoe ser preferencialmente inusitado.
Ele estimula no apenas a compra no planejada,mas tambm a compra CASADA de itens (exemplo:sobrou no estoque Coca-Cola, fazer uma vendacasada com X litros de gasolina).
O custo deste tipo de equipamento deve ser baixo eele 100% descartvel, pois a nova oportunidadeexige que voc seja criativo.
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8/3/2019 O Merchandising como Ferramenta de Negcio
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Trabalhe os 5 Es no PDV
Experincia
Envolvimento
Emoo
Encantamento
Entretenimento
PDV
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Vamos instigar aCRIATIVIDADE?
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Reflexo Final
Que tipo de aes
posso criar para atrair omeu pblico-alvo?
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