Pesquisas como as da associação Popai Brasil – The Global Association For Marketng at Retail- principal associação internacional dedicada exclusivamente ao desenvolvimento e valorização da comunicação e do marketing no Ponto de Venda, apontam que cerca de 75% da decisão de compra dos shoppers (consumidores) acontece no Ponto de Venda.
Com essas informações, as marcas e supermercados estão cada vez mais técnicos, posicionando seus produtos nas gôndolas de forma estratégica e promovendo ações de impacto para serem escolhidos pelos consumidores.
Regina Blessa, especialista em ponto de venda e autora dos livros Merchandising no Ponto de Venda e Merchandising Farma, conta nesta entrevista um pouco sobre o comportamento das mulheres no PDV e sua influência no mercado, sendo responsáveis pelo sucesso ou fracasso de uma marca.
Qual a importância do PDV nos negócios de uma empresa?
O ponto de venda é onde o produto faz contato com o consumidor. Em marketing se diz que se a venda não acontecer, nada feito antes adiantou. Portanto o PDV é a parte mais crítica do marketing, se mal tratado pode acabar com um produto.
Como posicionar um produto de forma competitiva em um PDV com diversos players? Qual o melhor Plano?
Às vezes temos um plano que parece perfeito e que só pode dar certo. Mas ninguém costuma combinar este resultado com os outros players (concorrentes) nem com os consumidores, daí sabe-se lá o que pode acontecer. Como ninguém tem bola de cristal, o correto é se cercar de todos os cuidados mercadológicos no lançamento, pedir apoio aos universitários (rsrsrs), acompanhar todas as atividades dos concorrentes e pesquisar o que os consumidores estão pensando do seu produto. Daí, ter a coragem de mudar os rumos se for necessário. E de preferência, mudar a tempo.
Quais as ações que mais geram impacto com o público feminino?
Depende do país, do nível escolar e da atividade. A maioria que dirige o lar costuma adorar algo diferente que a faça economizar, gastando. Para as que trabalham fora e não tem tempo para perder com bobagens, as ações têm que ser rápidas e ter os benefícios entendidos na primeira olhada. Estas não participam de concursos, nem arriscam dinheiro com artigos supérfluos. São mais difíceis de conquistar, são exigentes e só gastam para a família com marcas que já confiam. Degustação e amostragem funcionam bem para todas.
Pode se afirmar que as mulheres/consumidoras têm expectativas e comportamentos diferentes no PDV?
Sim. Homens e mulheres diferem muito. As mulheres são 80% do público consumidor de shoppings e supermercados, só sendo minoria em lojas de conveniência de postos de gasolina. As mulheres são mais observadoras e não perdem detalhes e promoções dispersas nas gôndolas. Demoram mais em compras para seu prazer e são mais rápidas para compras corriqueiras como as de supermercado. As mulheres não têm medo de testar marcas novas, e quando não gostam de algo espalham para todo seu círculo de amizades. Elas test
The 9,000 or so fans who turned out for the doubleheader in Sptrsoman’s Park pushed the season attendance past the 270,000 barrier, and they likely witnessed a MLB first: Browns manager Zack Taylor used 9 different pitchers, each for exactly 1 inning. Since 1919, no other team has used more than 6 pitchers for exactly 1 inning in a 9-inning game.
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