{"id":1043,"date":"2023-03-20T15:15:49","date_gmt":"2023-03-20T19:15:49","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=1043"},"modified":"2025-09-03T11:54:06","modified_gmt":"2025-09-03T15:54:06","slug":"por-que-a-execucao-da-loja-e-importante","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pt\/por-que-a-execucao-da-loja-e-importante\/","title":{"rendered":"\u2b50 Por que a execu\u00e7\u00e3o da loja \u00e9 importante"},"content":{"rendered":"

\u201cEsperan\u00e7a n\u00e3o \u00e9 estrat\u00e9gia de gest\u00e3o\u201d, \u201cvarejo \u00e9 detalhe\u201d, \u201cinspecione o que voc\u00ea espera\u201d. Por que temos tantas express\u00f5es para transmitir que a a\u00e7\u00e3o \u00e9 mais importante do que apenas palavras? <\/p>\n\n\n\n

Execu\u00e7\u00e3o de programas e padr\u00f5es<\/a> \u00e9 essencial para marcas de varejo e hotelaria. Aqui est\u00e1 o porqu\u00ea.<\/p>\n\n\n\n

Vis\u00e3o vs. Realidade<\/h2>\n\n\n\n

A vis\u00e3o \u00e9 o que a matriz imagina. <\/p>\n\n\n\n

A vis\u00e3o espera implantar iniciativas de merchandising e programas sazonais para produzir um determinado resultado, como vendas mais altas, custos mais baixos e\/ou maior satisfa\u00e7\u00e3o do cliente.<\/p>\n\n\n\n

A vis\u00e3o \u00e9 a nova sinaliza\u00e7\u00e3o que o marketing desenvolveu, treinamento que \u201cdeve ser entregue\u201d e padr\u00f5es de opera\u00e7\u00f5es\/merchandising\/sa\u00fade e seguran\u00e7a\/manuseio de dinheiro que \u201cprecisam ser seguidos\u201d.<\/p>\n\n\n\n

\n

A vis\u00e3o \u00e9 a combina\u00e7\u00e3o de todas aquelas coisas que as marcas de varejo trabalham duro e gastam tempo e dinheiro consider\u00e1veis para desenvolver.<\/p>\n\n\n\n

A realidade \u00e9 o que realmente acontece na loja.<\/p>\n<\/blockquote>\n\n\n\n

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

Na realidade, a sinaliza\u00e7\u00e3o nem sempre \u00e9 colocada, a equipe nem sempre \u00e9 treinada e os programas sazonais nem sempre s\u00e3o executados de forma consistente e pontual.<\/p>\n\n\n\n\n\n\n\n

O que \u00e9 execu\u00e7\u00e3o na loja?<\/h2>\n\n\n\n

A execu\u00e7\u00e3o na loja concilia a vis\u00e3o com a realidade. A execu\u00e7\u00e3o na loja faz acontecer<\/a>.<\/p>\n\n\n\n

Com ele, voc\u00ea tem um ambiente de loja que cumpre a vis\u00e3o e a promessa da marca. Sem ele, voc\u00ea ter\u00e1 pensamentos positivos e uma falsa sensa\u00e7\u00e3o de realiza\u00e7\u00e3o.<\/p>\n\n\n\n

A execu\u00e7\u00e3o alinha a vis\u00e3o com a realidade<\/h2>\n\n\n\n

Supondo que voc\u00ea tenha mais do que um punhado de lojas para gerenciar<\/a>, voc\u00ea n\u00e3o sabe como as lojas realmente funcionam, a menos que tenha processos e um fluxo de trabalho s\u00f3lido<\/a> para ajud\u00e1-lo com isso. Os operadores executam de maneira diferente. Os gestores distritais podem ter inclina\u00e7\u00f5es e prioridades diferentes com base na sua pr\u00f3pria experi\u00eancia e sensibilidades.<\/p>\n\n\n\n

N\u00e3o h\u00e1 nada de errado com isso, mas voc\u00ea precisa garantir que os principais padr\u00f5es e programas que s\u00e3o a espinha dorsal da estrat\u00e9gia da marca sejam implementados integralmente, em todos os lugares e sempre.<\/p>\n\n\n\n

\n

A execu\u00e7\u00e3o alinha a vis\u00e3o e as expectativas da matriz com a realidade local.<\/p>\n<\/blockquote>\n\n\n

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

A execu\u00e7\u00e3o faz sentido para os neg\u00f3cios<\/h2>\n\n\n\n

A pesquisa nos diz que a execu\u00e7\u00e3o inadequada ou incompleta do merchandising custa aos varejistas 1%+ de vendas anualmente<\/a>.<\/p>\n\n\n\n

Voc\u00ea ent\u00e3o precisa levar em considera\u00e7\u00e3o \u201cPsiquiatra<\/a>\u201d(muitas vezes causado por erros e falhas na execu\u00e7\u00e3o), que custa aos varejistas, em m\u00e9dia, 1,5% de vendas anualmente.<\/p>\n\n\n\n

Por \u00faltimo, voc\u00ea precisa levar em conta outros custos e oportunidades perdidas, como atendimento ao cliente de baixa qualidade e Sa\u00fade e Seguran\u00e7a<\/a>, que s\u00e3o caros e podem afetar a reputa\u00e7\u00e3o e a boa vontade de uma marca.<\/p>\n\n\n\n

\n

Nenhum retalhista quer deixar 2,5% + de vendas brutas na mesa e assumir riscos adicionais, n\u00e3o quando as margens do retalho tradicional s\u00e3o t\u00e3o estreitas.<\/p>\n<\/blockquote>\n\n\n

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

Proteja a marca<\/h2>\n\n\n\n

Criar uma marca de varejo ou hospitalidade forte e reconhec\u00edvel exige muito trabalho. \u00c9 importante manter a consist\u00eancia da marca e padr\u00f5es de marca<\/a>, especialmente se voc\u00ea administra v\u00e1rias lojas, hot\u00e9is ou sites. <\/p>\n\n\n\n

Vejamos, por exemplo, sinaliza\u00e7\u00e3o e componentes que projetam a imagem da marca nos clientes e convidados. A sinaliza\u00e7\u00e3o certa \u00e9 usada, do fornecedor certo? Est\u00e1 atualizado, est\u00e1 devidamente colocado e funcionando?<\/p>\n\n\n\n

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

Proteja a marca de execu\u00e7\u00e3o abaixo do padr\u00e3o<\/a>.<\/p>\n\n\n\n

A oportunidade<\/h2>\n\n\n\n
\n

Os varejistas t\u00eam uma oportunidade consider\u00e1vel de fazer mais com menos, concentrando-se na execu\u00e7\u00e3o na loja de programas pelos quais j\u00e1 pagam.<\/p>\n<\/blockquote>\n\n\n\n

Pegue o processos certos<\/a> e a ferramenta certa, proteja a marca e fa\u00e7a mais com menos, concentrando-se na execu\u00e7\u00e3o da loja.<\/p>","protected":false},"excerpt":{"rendered":"

\u201cEsperan\u00e7a n\u00e3o \u00e9 estrat\u00e9gia de gest\u00e3o\u201d, \u201cvarejo \u00e9 detalhe\u201d, \u201cinspecione o que voc\u00ea espera\u201d. Por que temos tantas express\u00f5es para transmitir que a a\u00e7\u00e3o \u00e9 mais importante do que apenas palavras? A execu\u00e7\u00e3o de programas e padr\u00f5es \u00e9 essencial para marcas de varejo e hotelaria. Aqui est\u00e1 o porqu\u00ea. Vis\u00e3o versus Realidade A vis\u00e3o \u00e9 o que a matriz imagina. O \u2026 Continue lendo \u2b50 Por que a execu\u00e7\u00e3o da loja \u00e9 importante<\/span> \t<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":60687,"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_post_was_ever_published":false,"_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":"Why Store Execution 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