{"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":"casestudy-hoe-een-cpg-veldsoftware-gebruikte-om-een-merchandisingconversie-te-implementeren-bij-3200-restaurants","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/nl\/case-study-how-a-cpg-used-field-software-to-implement-a-merchandising-conversion-at-3200-restaurants\/","title":{"rendered":"\ud83d\udcda Case Study: Hoe een CPG Bindy gebruikte om een merchandisingconversie te implementeren bij 3.200 restaurants"},"content":{"rendered":"

Elke keer dat een CPG zich voorbereidt op een aankomende promotionele of merchandising reset, zijn uitdagingen onvermijdelijk, zelfs na maandenlange planning. Het omvat het co\u00f6rdineren met lokale teams, ervoor zorgen dat producten en bewegwijzering voor elke locatie compatibel zijn met elk restaurantformaat, naleving garanderen en uitvoering verifi\u00ebren.<\/p>\n\n\n\n

Wat doe je als het om 3.200 locaties gaat en het binnen enkele dagen moet worden uitgevoerd en geverifieerd?<\/p>\n\n\n\n

Klant<\/h2>\n\n\n\n

Internationaal bedrijf voor verpakte goederen, foodservice.<\/p>\n\n\n\n

Uitdaging: merchandisingconversie op 3.200 locaties<\/h2>\n\n\n\n

E\u00e9n van 's werelds grootste bedrijven in verpakte consumentengoederen (hierna \u201cCPG\u201d genoemd) werd benaderd Bindy<\/a> met een probleem. Ze hadden een overeenkomst bereikt met een grote snelservicerestaurantgroep (hierna \u201cQSR\u201d genoemd) om hun producten bij 3.200 restaurants te vermelden. De CPG zou hun producten tentoonstellen in plaats van de producten van een belangrijke concurrent. Ze moesten binnen enkele weken een merchandisingconversie bij 3.200 restaurants beheren.<\/p>\n\n\n\n

Hoe konden ze van tevoren informatie op winkelniveau verzamelen, de conversie implementeren en vervolgens alle winkels opnieuw inspecteren als ze klaar waren? Hoe konden ze ervoor zorgen dat elke winkel werd omgebouwd en dat elke merchandisingactiviteit op tijd, volledig en op alle locaties plaatsvond?<\/p>\n\n\n\n

Vereisten<\/h2>\n\n\n\n

Time-to-market was cruciaal voor het succes van het programma. De CPG was vooral ge\u00efnteresseerd in het inzetten van een veldklare oplossing<\/a>, binnen enkele dagen. Ze wilden gebruik maken van hun eigen team en hun bestaande apparatuur (een mix van bring-your-own en bedrijfseigen smartphones, tablets en laptops). Bovendien moest de oplossing direct uit de poort werken en opschalen. Dit omvatte bruikbaarheid in 6 tijdzones en 3.200 winkels.<\/p>\n\n\n\n

Aanvankelijk overwoog de CPG \u201cin-house\u201d oplossingen (Exel, e-mail<\/a>) en generieke enqu\u00eateoplossingen (SurveyMonkey\u2122). Deze oplossingsopties werden echter als te traag, te arbeidsintensief en te foutgevoelig beschouwd om te voldoen aan de zakelijke vereisten op het gebied van snelheid en nauwkeurigheid van de uitvoering van merchandising.<\/p>\n\n\n\n

Oplossing instellen<\/h2>\n\n\n\n

Na ontvangst van de registratie van de CPG heeft het Bindy-team een webconferentie gepland om: de software demonstreren<\/a> en workflow voor de belanghebbenden van het project. Op basis van de demo stelde de CPG vast dat de oplossing goed aansloot bij hun behoeften. Vervolgens zorgde Bindy voor een jaarlijkse "all-inclusive" citaat<\/a> wat binnen het budget viel. Als laatste vroeg de CPG om een gratis proefperiode.<\/p>\n\n\n\n

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

Binnen enkele uren had de CPG, grotendeels alleen:<\/p>\n\n\n\n

1. Meer dan 3.200 locaties naar het systeem ge\u00fcpload met behulp van de ingebouwde uploadmogelijkheden van Bindy. Bindy heeft de locaties automatisch geo-gecodeerd.<\/p>\n\n\n\n

2. Cre\u00eberde een volledige nationale hi\u00ebrarchie van regiomanagers en buitendienstmedewerkers. Ze wezen gebruikers toe aan specifieke locaties en gebruikers konden zich onmiddellijk aanmelden bij hun Bindy-accounts.<\/p>\n\n\n\n

3. Eigen bedrijfsregels, workflows en labels ge\u00efmplementeerd.<\/p>\n\n\n

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

Merchandising CONVERSIE Uitvoering van de oplossing<\/h2>\n\n\n\n

Vervolgens heeft de CPG een aantal formulieren gemaakt om informatie op winkelniveau te verzamelen in verschillende fasen van het programma. Het programma bestond uit 3 fasen:<\/p>\n\n\n\n

Fase een<\/strong>
Enqu\u00eate in de winkel<\/a> en feitenonderzoek op elk van de 3.200 locaties. Het doel was om voorafgaand aan de conversie gegevens te verzamelen. Dit bestond uit het verifi\u00ebren van de contactgegevens, apparatuur, parkeer- en bezorgopties van het winkelpersoneel.<\/p>\n\n\n\n

Bovendien namen ze tienduizenden foto's en voegden ze foto's toe aan elk bezoek om de omgeving en de merchandising-opstelling van elke locatie te documenteren. Bindy hielp deze fase met ingebouwde kaarten, geolocatie en de mogelijkheid om in te zoomen op winkels in de buurt. Zo kon de CPG gemakkelijk winkels zien die nog bezocht moesten worden.<\/p>\n\n\n\n

Fase twee<\/strong>
Telefonische enqu\u00eate door vertegenwoordigers van het hoofdkantoor in elk van de 3.200 locaties. Op basis van de gegevens die in fase \u00e9\u00e9n zijn verzameld, was het doel van fase twee om de details van de aanstaande conversie te bevestigen, zoals de te ruilen apparatuur en de daadwerkelijke datum van de conversie.<\/p>\n\n\n\n

Fase drie<\/strong>
Post-implementatieonderzoek op elk van de 3.200 locaties. Het doel was om feedback en inzicht te krijgen in het verloop van het conversieproces. Is de conversie goed, op tijd en zo min mogelijk storend uitgevoerd? CPG gebruikte de ingebouwde rapporten om uit te zoeken wat werkte en wat niet werkte, waar en wanneer, zowel in ruwe als geaggregeerde vorm.<\/p>\n\n\n\n

Merchandising Conversie Conclusie<\/h2>\n\n\n\n

Met behulp van een volwassen, modern en veldklare softwaretool <\/a>maakte het voor een groot bedrijf in verpakte consumentengoederen gemakkelijk om de resultaten van een belangrijk conversieprogramma voor merchandising bij 3.200 winkels in 6 tijdzones voor te bereiden en te analyseren.<\/p>\n\n\n\n

Ze bezochten duizenden locaties, voerden duizenden audits uit, maakten tienduizenden foto's en hadden dit in uren en dagen in de lucht, niet weken en maanden. De kosten waren nominaal. De resultaten voor het merchandisingconversieprogramma kwamen onmiddellijk binnen.<\/p>\n\n\n\n

Dankzij Bindy kon de CPG in recordtijd en met grote nauwkeurigheid een belangrijk merchandisingprogramma op de markt brengen.<\/p>","protected":false},"excerpt":{"rendered":"

Elke keer dat een CPG zich voorbereidt op een aankomende promotionele of merchandising reset, zijn uitdagingen onvermijdelijk, zelfs na maandenlange planning. Het omvat het co\u00f6rdineren met lokale teams, ervoor zorgen dat producten en bewegwijzering voor elke locatie compatibel zijn met elk restaurantformaat, naleving garanderen en uitvoering verifi\u00ebren. Wat doe je als het om 3.200 locaties gaat en het \u2026 Lees verder \ud83d\udcda Case Study: Hoe een CPG Bindy gebruikte om een merchandisingconversie te implementeren bij 3.200 restaurants<\/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_feature_clip_id":0,"_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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