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MerchandisingComo vender mais no Ponto-de-Venda

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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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FUNCIONAL EMOCIONAL

A loja de sucesso usa

ambos!!!

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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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Um tanto complexo demais.

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FERRAMENTAS PARA

FAZER SEU NEGCIOVENDER MAIS!

Simplificando...

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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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Classificao do Merchandising

Merchandising Permanente

Merchandising Semi-Permanente

Merchandising Temporrio

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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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Definies e Exemplos

Merchandising Permanente

Exemplos

Totens Externos

Fachadas

Luminosos

Placas

Testeiras

Banners (servios permanentes)

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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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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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Definies e Exemplos

Merchandising Semi-Permanente

Exemplos

Banners

Adesivos

Displays

Cartazes

Folders

Palets

Expositores em geral

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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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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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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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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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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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