{"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":"studium-przypadku-jak-firma-cpg-wykorzystala-oprogramowanie-terenowe-do-wdrozenia-konwersji-merchandisingowej-w-3200-restauracjach","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pl\/case-study-how-a-cpg-used-field-software-to-implement-a-merchandising-conversion-at-3200-restaurants\/","title":{"rendered":"\ud83d\udcda Studium przypadku: Jak firma CPG wykorzysta\u0142a Bindy do wdro\u017cenia konwersji merchandisingowej w 3200 restauracjach"},"content":{"rendered":"

Za ka\u017cdym razem, gdy CPG przygotowuje si\u0119 do nadchodz\u0105cego resetu promocyjnego lub merchandisingowego, wyzwania s\u0105 nieuniknione, nawet przy miesi\u0105cach planowania. Wi\u0105\u017ce si\u0119 to z koordynacj\u0105 z lokalnymi zespo\u0142ami, zapewnieniem, \u017ce produkty i oznakowanie ka\u017cdej lokalizacji s\u0105 zgodne z formatem ka\u017cdej restauracji, zapewnieniem zgodno\u015bci i weryfikacj\u0105 wykonania.<\/p>\n\n\n\n

Co zrobi\u0107, gdy sprawa dotyczy 3200 lokalizacji, a jej przeprowadzenie i weryfikacja musi zaj\u0105\u0107 kilka dni?<\/p>\n\n\n\n

Klient<\/h2>\n\n\n\n

Mi\u0119dzynarodowa firma zajmuj\u0105ca si\u0119 towarami pakowanymi, us\u0142ugi gastronomiczne.<\/p>\n\n\n\n

Wyzwanie: konwersja merchandisingu w 3200 lokalizacjach<\/h2>\n\n\n\n

Zg\u0142osi\u0142a si\u0119 jedna z najwi\u0119kszych na \u015bwiecie firm zajmuj\u0105cych si\u0119 pakowanymi towarami konsumenckimi (zwana dalej \u201eCPG\u201d) Bindy<\/a> z problemem. Osi\u0105gn\u0119li porozumienie z du\u017c\u0105 grup\u0105 restauracji szybkiej obs\u0142ugi (odt\u0105d zwan\u0105 \u201eQSR\u201d), aby jej produkty znajdowa\u0142y si\u0119 w 3200 restauracjach. CPG prezentowa\u0142aby swoje produkty zamiast produkt\u00f3w kluczowego konkurenta. Musieli przeprowadzi\u0107 konwersj\u0119 merchandisingu w 3200 restauracjach w ci\u0105gu kilku tygodni.<\/p>\n\n\n\n

W jaki spos\u00f3b mogliby z wyprzedzeniem zbiera\u0107 informacje na poziomie sklepu, wdra\u017ca\u0107 konwersj\u0119, a po zako\u0144czeniu ponownie sprawdza\u0107 wszystkie sklepy? W jaki spos\u00f3b mogli zapewni\u0107, \u017ce ka\u017cdy sklep zosta\u0142 przerobiony, a ka\u017cda dzia\u0142alno\u015b\u0107 merchandisingowa odby\u0142a si\u0119 na czas, w ca\u0142o\u015bci, we wszystkich lokalizacjach?<\/p>\n\n\n\n

Wymagania<\/h2>\n\n\n\n

Czas wprowadzenia produktu na rynek mia\u0142 kluczowe znaczenie dla powodzenia programu. CPG by\u0142o szczeg\u00f3lnie zainteresowane wdro\u017ceniem rozwi\u0105zanie gotowe do pracy<\/a>, w ci\u0105gu kilku dni. Chcieli skorzysta\u0107 z w\u0142asnego zespo\u0142u i istniej\u0105cego sprz\u0119tu (mieszanka smartfon\u00f3w, tablet\u00f3w i laptop\u00f3w do przyniesienia i nale\u017c\u0105cych do firmy). Dodatkowo rozwi\u0105zanie musia\u0142o dzia\u0142a\u0107 i skalowa\u0107 si\u0119 od razu po wyj\u015bciu z bramy. Obejmuje to u\u017cyteczno\u015b\u0107 w 6 strefach czasowych i 3200 sklepach.<\/p>\n\n\n\n

Pocz\u0105tkowo CPG rozwa\u017ca\u0142o rozwi\u0105zania \u201ew\u0142asne\u201d (Excel, e-mail<\/a>) i og\u00f3lne rozwi\u0105zania w zakresie ankiet (SurveyMonkey\u2122). Jednak\u017ce te opcje rozwi\u0105za\u0144 uznano za zbyt wolne, zbyt pracoch\u0142onne i zbyt podatne na b\u0142\u0119dy, aby spe\u0142ni\u0107 wymagania biznesowe dotycz\u0105ce szybko\u015bci i dok\u0142adno\u015bci realizacji towar\u00f3w.<\/p>\n\n\n\n

Konfiguracja rozwi\u0105zania<\/h2>\n\n\n\n

Po otrzymaniu rejestracji CPG zesp\u00f3\u0142 Bindy zaplanowa\u0142 konferencj\u0119 internetow\u0105, aby demo oprogramowania<\/a> i przep\u0142ywu pracy dla interesariuszy projektu. Na podstawie demonstracji CPG ustali\u0142o, \u017ce rozwi\u0105zanie dobrze odpowiada\u0142o ich potrzebom. Nast\u0119pnie Bindy zapewnia\u0142 roczn\u0105 \u201eall-inclusive\u201d cytat<\/a> co mie\u015bci\u0142o si\u0119 w bud\u017cecie. Na koniec CPG poprosi\u0142o o bezp\u0142atny okres pr\u00f3bny.<\/p>\n\n\n\n

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

W ci\u0105gu kilku godzin CPG w du\u017cej mierze samodzielnie:<\/p>\n\n\n\n

1. Przes\u0142ano ponad 3200 lokalizacji do systemu przy u\u017cyciu wbudowanych funkcji przesy\u0142ania Bindy. Bindy automatycznie geokodowa\u0142 lokalizacje.<\/p>\n\n\n\n

2. Utworzono kompletn\u0105 og\u00f3lnokrajow\u0105 hierarchi\u0119 kierownik\u00f3w regionalnych i terenowych przedstawicieli handlowych. Przypisali u\u017cytkownik\u00f3w do okre\u015blonych lokalizacji, a u\u017cytkownicy mogli natychmiast logowa\u0107 si\u0119 na swoje konta Bindy.<\/p>\n\n\n\n

3. Wdro\u017cyli w\u0142asne regu\u0142y biznesowe, przep\u0142ywy pracy i etykiety.<\/p>\n\n\n

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

Merchandising KONWERSJA Wykonanie rozwi\u0105zania<\/h2>\n\n\n\n

Nast\u0119pnie CPG stworzy\u0142o szereg formularzy do zbierania informacji na poziomie sklepu w r\u00f3\u017cnych fazach programu. Program sk\u0142ada\u0142 si\u0119 z 3 faz:<\/p>\n\n\n\n

Faza pierwsza<\/strong>
Ankieta w sklepie<\/a> i rozpoznawanie fakt\u00f3w w ka\u017cdej z 3200 lokalizacji. Celem by\u0142o zebranie danych przed konwersj\u0105. Polega\u0142o to na weryfikacji danych kontaktowych pracownik\u00f3w sklepu, wyposa\u017cenia, mo\u017cliwo\u015bci parkowania i dostawy.<\/p>\n\n\n\n

Dodatkowo zrobili dziesi\u0105tki tysi\u0119cy zdj\u0119\u0107 i za\u0142\u0105czyli zdj\u0119cia do ka\u017cdej wizyty, aby udokumentowa\u0107 \u015brodowisko ka\u017cdej lokalizacji i konfiguracj\u0119 merchandisingu. Bindy wspomaga\u0142 t\u0119 faz\u0119 dzi\u0119ki wbudowanym mapom, geolokalizacji i mo\u017cliwo\u015bci zerowania pobliskich sklep\u00f3w. W ten spos\u00f3b CPG m\u00f3g\u0142 \u0142atwo zobaczy\u0107 sklepy, kt\u00f3re nadal wymaga\u0142y wizyty.<\/p>\n\n\n\n

Faza druga<\/strong>
Ankieta telefoniczna przeprowadzona przez przedstawicieli handlowych z centrali w ka\u017cdej z 3200 lokalizacji. W oparciu o dane zebrane w fazie pierwszej, celem fazy drugiej by\u0142o potwierdzenie szczeg\u00f3\u0142\u00f3w nadchodz\u0105cej konwersji, takich jak sprz\u0119t do wymiany i rzeczywista data konwersji.<\/p>\n\n\n\n

Faza trzecia<\/strong>
Ankieta powdro\u017ceniowa w ka\u017cdej z 3200 lokalizacji. Celem by\u0142o uzyskanie informacji zwrotnych i wgl\u0105du w przebieg procesu konwersji. Czy konwersja zosta\u0142a wykonana dobrze, na czas iw mo\u017cliwie najmniej destrukcyjny spos\u00f3b? CPG wykorzysta\u0142o wbudowane raporty, aby dowiedzie\u0107 si\u0119, co zadzia\u0142a\u0142o, a co nie, gdzie i kiedy, zar\u00f3wno w formie surowej, jak i zagregowanej.<\/p>\n\n\n\n

Wnioski dotycz\u0105ce konwersji na merchandising<\/h2>\n\n\n\n

Korzystanie z dojrza\u0142ego, nowoczesnego i gotowe narz\u0119dzie programowe <\/a>u\u0142atwi\u0142a du\u017cej firmie produkuj\u0105cej towary konsumpcyjne przygotowanie i analiz\u0119 wynik\u00f3w programu konwersji kluczowych towar\u00f3w w 3200 sklepach w 6 strefach czasowych.<\/p>\n\n\n\n

Odwiedzili tysi\u0105ce lokalizacji, przeprowadzili tysi\u0105ce audyt\u00f3w, zrobili dziesi\u0105tki tysi\u0119cy zdj\u0119\u0107 i uruchomili je w ci\u0105gu kilku godzin i dni, a nie tygodni i miesi\u0119cy. Koszt by\u0142 nominalny. Wyniki programu konwersji produkt\u00f3w pojawi\u0142y si\u0119 natychmiast.<\/p>\n\n\n\n

Bindy umo\u017cliwi\u0142 CPG wprowadzenie na rynek kluczowego programu merchandisingowego w rekordowym czasie i z du\u017c\u0105 dok\u0142adno\u015bci\u0105.<\/p>","protected":false},"excerpt":{"rendered":"

Za ka\u017cdym razem, gdy CPG przygotowuje si\u0119 do nadchodz\u0105cego resetu promocyjnego lub merchandisingowego, wyzwania s\u0105 nieuniknione, nawet po miesi\u0105cach planowania. Wi\u0105\u017ce si\u0119 to z koordynacj\u0105 z lokalnymi zespo\u0142ami, zapewnieniem, \u017ce produkty i oznakowanie ka\u017cdej lokalizacji s\u0105 zgodne z formatem ka\u017cdej restauracji, zapewnieniem zgodno\u015bci i weryfikacj\u0105 wykonania. Co robisz, gdy dotyczy to 3200 lokalizacji i to\u2026 Czytaj dalej \ud83d\udcda Studium przypadku: Jak firma CPG wykorzysta\u0142a Bindy do wdro\u017cenia konwersji merchandisingowej w 3200 restauracjach<\/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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Oznakowanie promocyjne bywa przestarza\u0142e, je\u015bli\u2026","rel":"","context":"W \u201e\ud83d\udc5c Merchandising"","block_context":{"text":"\ud83d\udc5c Merchandising","link":"https:\/\/blog.bindy.com\/pl\/category\/merchandising\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/03\/shutterstock_415556371.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/03\/shutterstock_415556371.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/03\/shutterstock_415556371.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/03\/shutterstock_415556371.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2023\/03\/shutterstock_415556371.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":65696,"url":"https:\/\/blog.bindy.com\/pl\/business-case-pharmacy-merchandising\/","url_meta":{"origin":1864,"position":5},"title":"\ud83d\udcda Szybki przyk\u0142ad biznesowy: Merchandising w aptekach","author":"Bindy","date":"8 lipca, 2025","format":false,"excerpt":"Apteka \u201eX\u201d wci\u0105\u017c ma problemy z nad\u0105\u017caniem za inicjatywami merchandisingowymi, zw\u0142aszcza sezonowymi. Podczas wi\u0119kszo\u015bci wizyt w sklepie p\u00f3\u0142ki nie s\u0105 zape\u0142nione zgodnie z planogramem, a kiedy ju\u017c s\u0105, produkty nie s\u0105 ustawione przodem do kierunku jazdy. A co z ko\u0144c\u00f3wkami p\u00f3\u0142ek? Wygl\u0105da na to, \u017ce nigdy nie s\u0105 rotowane produktami sezonowymi \u2013 jakby si\u0119 sprzedawa\u0142y\u2026","rel":"","context":"W \u201e\u2695 Pharmacies"","block_context":{"text":"\u2695 Pharmacies","link":"https:\/\/blog.bindy.com\/pl\/category\/pharmacy\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/05\/shutterstock_569310790.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/05\/shutterstock_569310790.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/05\/shutterstock_569310790.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/05\/shutterstock_569310790.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2021\/05\/shutterstock_569310790.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/posts\/1864","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/users\/6370623"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/comments?post=1864"}],"version-history":[{"count":47,"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/posts\/1864\/revisions"}],"predecessor-version":[{"id":66026,"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/posts\/1864\/revisions\/66026"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/media\/10071"}],"wp:attachment":[{"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/media?parent=1864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/categories?post=1864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.bindy.com\/pl\/wp-json\/wp\/v2\/tags?post=1864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}