{"id":1864,"date":"2023-08-25T15:15:00","date_gmt":"2023-08-25T19:15:00","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=1864"},"modified":"2025-08-19T14:20:01","modified_gmt":"2025-08-19T18:20:01","slug":"estudio-de-caso-sobre-como-una-empresa-de-consumo-masivo-utilizo-un-software-de-campo-para-implementar-una-conversion-de-comercializacion-en-3200-restaurantes","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/es\/case-study-how-a-cpg-used-field-software-to-implement-a-merchandising-conversion-at-3200-restaurants\/","title":{"rendered":"\ud83d\udcda Caso pr\u00e1ctico: C\u00f3mo una empresa de bienes de consumo masivo utiliz\u00f3 Bindy para implementar una conversi\u00f3n de merchandising en 3200 restaurantes"},"content":{"rendered":"

Cada vez que un CPG se prepara para una pr\u00f3xima actualizaci\u00f3n de promociones o comercializaci\u00f3n, los desaf\u00edos son inevitables, incluso con meses de planificaci\u00f3n. Esto implica coordinarse con los equipos locales, garantizar que los productos y la se\u00f1alizaci\u00f3n de cada ubicaci\u00f3n sean compatibles con cada formato de restaurante, garantizar el cumplimiento y verificar la ejecuci\u00f3n.<\/p>\n\n\n\n

\u00bfQu\u00e9 hacer cuando se trata de 3.200 ubicaciones y es necesario realizarlo y verificarlo en cuesti\u00f3n de d\u00edas?<\/p>\n\n\n\n

Cliente<\/h2>\n\n\n\n

Empresa internacional de productos envasados, servicio de alimentaci\u00f3n.<\/p>\n\n\n\n

Desaf\u00edo: conversi\u00f3n de merchandising en 3200 ubicaciones<\/h2>\n\n\n\n

Se acerc\u00f3 a una de las empresas de bienes de consumo envasados m\u00e1s grandes del mundo (en adelante denominada "CPG") encuadernado<\/a> con un problema. Hab\u00edan llegado a un acuerdo con un importante grupo de restaurantes de servicio r\u00e1pido (en adelante denominado \u201cQSR\u201d) para que sus productos cotizaran en 3.200 restaurantes. CPG exhibir\u00eda sus productos en lugar de los productos de un competidor clave. Necesitaban gestionar una conversi\u00f3n de merchandising en 3200 restaurantes en cuesti\u00f3n de semanas.<\/p>\n\n\n\n

\u00bfC\u00f3mo podr\u00edan recopilar informaci\u00f3n a nivel de tienda con anticipaci\u00f3n, implementar la conversi\u00f3n y luego inspeccionar todas las tiendas nuevamente cuando hayan terminado? \u00bfC\u00f3mo pod\u00edan asegurarse de que todas las tiendas se reconvirtieran y que todas las actividades de comercializaci\u00f3n se llevaran a cabo, a tiempo, en su totalidad, en todas las ubicaciones?<\/p>\n\n\n\n

Requisitos<\/h2>\n\n\n\n

El tiempo de comercializaci\u00f3n fue fundamental para el \u00e9xito del programa. El CPG estaba particularmente interesado en desplegar un soluci\u00f3n lista para usar<\/a>, Dentro de d\u00edas. Quer\u00edan utilizar su propio equipo y su equipo existente (una combinaci\u00f3n de tel\u00e9fonos inteligentes, tabletas y computadoras port\u00e1tiles propios y propiedad de la empresa). Adem\u00e1s, la soluci\u00f3n ten\u00eda que funcionar y escalar desde el principio. Esto incluy\u00f3 la usabilidad en 6 zonas horarias y 3200 tiendas.<\/p>\n\n\n\n

Inicialmente, el CPG consider\u00f3 soluciones \u201cinternas\u201d (Excel, correo electr\u00f3nico<\/a>) y soluciones de encuestas gen\u00e9ricas (SurveyMonkey\u2122). Sin embargo, estas opciones de soluci\u00f3n se consideraron demasiado lentas, demasiado laboriosas y demasiado propensas a errores para cumplir con los requisitos comerciales en cuanto a velocidad y precisi\u00f3n de la ejecuci\u00f3n de la comercializaci\u00f3n.<\/p>\n\n\n\n

Configuraci\u00f3n de la soluci\u00f3n<\/h2>\n\n\n\n

Al recibir el registro de la GPC, el equipo de Bindy program\u00f3 una conferencia web para demostraci\u00f3n del software<\/a> y flujo de trabajo a las partes interesadas del proyecto. Seg\u00fan la demostraci\u00f3n, el CPG determin\u00f3 que la soluci\u00f3n se ajustaba bien a sus necesidades. A continuaci\u00f3n, Bindy proporcion\u00f3 un "todo incluido" anual cotizar<\/a> que estuvo dentro del presupuesto. Por \u00faltimo, el CPG solicit\u00f3 una prueba gratuita.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

En cuesti\u00f3n de horas, el CPG hab\u00eda, en gran parte por su cuenta:<\/p>\n\n\n\n

1. Carg\u00f3 m\u00e1s de 3200 ubicaciones en el sistema utilizando las capacidades de carga integradas de Bindy. Bindy geocodific\u00f3 autom\u00e1ticamente las ubicaciones.<\/p>\n\n\n\n

2. Cre\u00f3 una jerarqu\u00eda nacional completa de gerentes regionales y representantes de ventas de campo. Asignaron usuarios a ubicaciones espec\u00edficas y los usuarios pod\u00edan iniciar sesi\u00f3n en sus cuentas de Bindy de inmediato.<\/p>\n\n\n\n

3. Implement\u00f3 sus propias reglas comerciales, flujos de trabajo y etiquetas.<\/p>\n\n\n

\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Merchandising CONVERSI\u00d3N Ejecuci\u00f3n de la soluci\u00f3n<\/h2>\n\n\n\n

A continuaci\u00f3n, el CPG cre\u00f3 una serie de formularios para recopilar informaci\u00f3n a nivel de tienda en varias fases del programa. El programa constaba de 3 fases:<\/p>\n\n\n\n

Fase uno<\/strong>
Encuesta en la tienda<\/a> y b\u00fasqueda de hechos en cada uno de los 3.200 lugares. El objetivo era recopilar datos antes de la conversi\u00f3n. Este consisti\u00f3 en verificar la informaci\u00f3n de contacto del personal de la tienda, el equipo, el estacionamiento y las opciones de entrega.<\/p>\n\n\n\n

Adem\u00e1s, tomaron decenas de miles de fotos y las adjuntaron a cada visita para documentar el entorno y la configuraci\u00f3n de comercializaci\u00f3n de cada ubicaci\u00f3n. Bindy ayud\u00f3 en esta fase con mapas incorporados, ubicaci\u00f3n geogr\u00e1fica y la capacidad de concentrarse en las tiendas cercanas. De esta manera, el CPG podr\u00eda ver f\u00e1cilmente las tiendas que a\u00fan requer\u00edan una visita.<\/p>\n\n\n\n

Fase dos<\/strong>
Encuesta telef\u00f3nica por parte de los representantes de ventas de la oficina central a cada una de las 3.200 ubicaciones. Seg\u00fan los datos recopilados en la fase uno, el objetivo de la fase dos era confirmar los detalles de la pr\u00f3xima conversi\u00f3n, como el equipo que se cambiar\u00e1 y la fecha real de la conversi\u00f3n.<\/p>\n\n\n\n

fase tres<\/strong>
Encuesta posterior a la implementaci\u00f3n en cada una de las 3.200 ubicaciones. El objetivo era obtener comentarios e informaci\u00f3n sobre c\u00f3mo fue el proceso de conversi\u00f3n. \u00bfLa conversi\u00f3n se hizo bien, a tiempo y de la manera menos perturbadora posible? CPG utiliz\u00f3 los informes incorporados para averiguar qu\u00e9 funcion\u00f3 y qu\u00e9 no funcion\u00f3, d\u00f3nde y cu\u00e1ndo, tanto en forma cruda como agregada.<\/p>\n\n\n\n

Conclusi\u00f3n de conversi\u00f3n de merchandising<\/h2>\n\n\n\n

Usando un maduro, moderno y herramienta de software lista para el campo <\/a>facilit\u00f3 a una gran empresa de bienes de consumo empaquetados la preparaci\u00f3n y el an\u00e1lisis de los resultados de un programa de conversi\u00f3n de comercializaci\u00f3n clave en 3200 tiendas en 6 zonas horarias.<\/p>\n\n\n\n

Visitaron miles de ubicaciones, realizaron miles de auditor\u00edas, capturaron decenas de miles de fotos y lo pusieron en funcionamiento en horas y d\u00edas, no en semanas y meses. El costo fue nominal. Los resultados del programa de conversi\u00f3n de comercializaci\u00f3n llegaron de inmediato.<\/p>\n\n\n\n

Bindy permiti\u00f3 a CPG llevar al mercado un programa de merchandising clave en un tiempo r\u00e9cord y con gran precisi\u00f3n.<\/p>","protected":false},"excerpt":{"rendered":"

Cada vez que un CPG se prepara para una pr\u00f3xima actualizaci\u00f3n de promociones o comercializaci\u00f3n, los desaf\u00edos son inevitables, incluso con meses de planificaci\u00f3n. Implica coordinarse con los equipos locales, garantizar que los productos y la se\u00f1alizaci\u00f3n de cada ubicaci\u00f3n sean compatibles con cada formato de restaurante, garantizar el cumplimiento y verificar la ejecuci\u00f3n. \u00bfQu\u00e9 se hace cuando se trata de 3200 ubicaciones y\u2026 Seguir leyendo \ud83d\udcda Caso pr\u00e1ctico: C\u00f3mo una empresa de bienes de consumo masivo utiliz\u00f3 Bindy para implementar una conversi\u00f3n de merchandising en 3200 restaurantes<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10071,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[319730,49417,15241,11682095],"tags":[124272271,124115995,430450308,446333502],"class_list":["post-1864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-qsr","category-merchandising","category-case-study","category-cpgs","tag-merchandising-audit","tag-merchandising-checklist","tag-merchandising-execution","tag-qsr-merchandising"],"yoast_head":"\n\ud83d\udcda 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