{"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":"estudo-de-caso-como-um-cpg-usou-software-de-campo-para-implementar-uma-conversao-de-merchandising-em-3200-restaurantes","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pt\/case-study-how-a-cpg-used-field-software-to-implement-a-merchandising-conversion-at-3200-restaurants\/","title":{"rendered":"\ud83d\udcda Estudo de caso: como um CPG usou o Bindy para implementar uma convers\u00e3o de merchandising em 3.200 restaurantes"},"content":{"rendered":"

Sempre que um CPG se prepara para uma pr\u00f3xima redefini\u00e7\u00e3o promocional ou de merchandising, os desafios s\u00e3o inevit\u00e1veis, mesmo com meses de planejamento. Envolve coordena\u00e7\u00e3o com equipes locais, garantindo que os produtos e a sinaliza\u00e7\u00e3o de cada local sejam compat\u00edveis com cada formato de restaurante, garantindo a conformidade e verificando a execu\u00e7\u00e3o.<\/p>\n\n\n\n

O que voc\u00ea faz quando envolve 3.200 locais e precisa ser feito e verificado em dias?<\/p>\n\n\n\n

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

Empresa internacional de produtos embalados, food service.<\/p>\n\n\n\n

Desafio: convers\u00e3o de merchandising em 3.200 localidades<\/h2>\n\n\n\n

Uma das maiores empresas de bens de consumo embalados do mundo (doravante denominada \u201cCPG\u201d) abordou Bindy<\/a> com um problema. Eles chegaram a um acordo com um importante grupo de restaurantes de servi\u00e7o r\u00e1pido (doravante denominado \u201cQSR\u201d) para ter seus produtos listados em 3.200 restaurantes. O CPG exibiria seus produtos no lugar dos produtos de um concorrente importante. Eles precisavam gerenciar uma convers\u00e3o de merchandising em 3.200 restaurantes, em quest\u00e3o de semanas.<\/p>\n\n\n\n

Como eles poderiam coletar informa\u00e7\u00f5es no n\u00edvel da loja com anteced\u00eancia, implementar a convers\u00e3o e inspecionar todas as lojas novamente quando terminar? Como eles poderiam garantir que todas as lojas fossem convertidas e que todas as atividades de merchandising ocorressem, a tempo, na \u00edntegra, em todos os locais?<\/p>\n\n\n\n

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

O tempo de lan\u00e7amento no mercado foi fundamental para o sucesso do programa. O CPG estava particularmente interessado em implantar um solu\u00e7\u00e3o pronta para o campo<\/a>, Dentro de dias. Eles queriam usar sua pr\u00f3pria equipe e seus equipamentos existentes (uma mistura de smartphones, tablets e laptops pr\u00f3prios e da empresa). Al\u00e9m disso, a solu\u00e7\u00e3o precisava funcionar e ser dimensionada imediatamente. Isso incluiu usabilidade em 6 fusos hor\u00e1rios e 3.200 lojas.<\/p>\n\n\n\n

Inicialmente, a CPG considerou solu\u00e7\u00f5es \u201cinternas\u201d (Excel, e-mail<\/a>) e solu\u00e7\u00f5es de pesquisa gen\u00e9ricas (SurveyMonkey\u2122). No entanto, essas op\u00e7\u00f5es de solu\u00e7\u00e3o foram consideradas muito lentas, muito trabalhosas e muito propensas a erros para atender aos requisitos de neg\u00f3cios em termos de velocidade e precis\u00e3o na execu\u00e7\u00e3o do merchandising.<\/p>\n\n\n\n

Configura\u00e7\u00e3o da solu\u00e7\u00e3o<\/h2>\n\n\n\n

Ao receber o cadastro do CPG, a equipe do Bindy agendou uma webconfer\u00eancia para demonstra\u00e7\u00e3o do software<\/a> e fluxo de trabalho para as partes interessadas do projeto. Com base na demonstra\u00e7\u00e3o, o CPG determinou que a solu\u00e7\u00e3o era adequada \u00e0s suas necessidades. Em seguida, a Bindy forneceu um programa anual \u201ccom tudo inclu\u00eddo\u201d citar<\/a> que ficou dentro do or\u00e7amento. Por \u00faltimo, o CPG solicitou um teste gratuito.<\/p>\n\n\n\n

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

Em poucas horas, o CPG tinha, em grande parte por conta pr\u00f3pria:<\/p>\n\n\n\n

1. Carregou mais de 3.200 locais para o sistema usando os recursos de upload integrados do Bindy. O Bindy codificou geograficamente os locais automaticamente.<\/p>\n\n\n\n

2. Criou uma hierarquia nacional completa de gerentes regionais e representantes de vendas de campo. Eles atribu\u00edam usu\u00e1rios a locais espec\u00edficos e os usu\u00e1rios podiam entrar em suas contas Bindy imediatamente.<\/p>\n\n\n\n

3. Implementou suas pr\u00f3prias regras de neg\u00f3cios, fluxos de trabalho e r\u00f3tulos.<\/p>\n\n\n

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

Merchandising CONVERS\u00c3O Execu\u00e7\u00e3o da solu\u00e7\u00e3o<\/h2>\n\n\n\n

Em seguida, o CPG criou v\u00e1rios formul\u00e1rios para coletar informa\u00e7\u00f5es em n\u00edvel de loja em v\u00e1rias fases do programa. O programa consistiu em 3 fases:<\/p>\n\n\n\n

Fase um<\/strong>
Pesquisa na loja<\/a> e apura\u00e7\u00e3o de fatos em cada um dos 3.200 locais. O objetivo era coletar dados antes da convers\u00e3o. Isso consistiu em verificar as informa\u00e7\u00f5es de contato do pessoal da loja, equipamentos, estacionamento e op\u00e7\u00f5es de entrega.<\/p>\n\n\n\n

Al\u00e9m disso, eles tiraram dezenas de milhares de fotos e anexaram fotos a cada visita para documentar o ambiente de cada local e a configura\u00e7\u00e3o do merchandising. A Bindy ajudou nessa fase com mapas integrados, geolocaliza\u00e7\u00e3o e a capacidade de se concentrar em lojas pr\u00f3ximas. Dessa forma, o CPG poderia ver facilmente as lojas que ainda precisavam de uma visita.<\/p>\n\n\n\n

Fase dois<\/strong>
Pesquisa por telefone dos representantes de vendas da matriz para cada um dos 3.200 locais. Com base nos dados coletados na fase um, o objetivo da fase dois foi confirmar os detalhes da pr\u00f3xima convers\u00e3o, como o equipamento a ser trocado e a data real da convers\u00e3o.<\/p>\n\n\n\n

Fase tr\u00eas<\/strong>
Pesquisa p\u00f3s-implementa\u00e7\u00e3o em cada uma das 3.200 localidades. O objetivo era obter feedback e insights sobre como foi o processo de convers\u00e3o. A convers\u00e3o foi bem feita, no prazo e da maneira menos perturbadora poss\u00edvel? O CPG utilizou os relat\u00f3rios integrados para descobrir o que funcionou e o que n\u00e3o funcionou, onde e quando, tanto na forma bruta quanto agregada.<\/p>\n\n\n\n

Conclus\u00e3o da convers\u00e3o de merchandising<\/h2>\n\n\n\n

Utilizando um modelo maduro, moderno e ferramenta de software pronta para o campo <\/a>tornou mais f\u00e1cil para uma grande empresa de bens de consumo embalados preparar e analisar os resultados de um programa de convers\u00e3o de merchandising chave em 3.200 lojas em 6 fusos hor\u00e1rios.<\/p>\n\n\n\n

Eles visitaram milhares de locais, realizaram milhares de auditorias, capturaram dezenas de milhares de fotos e colocaram tudo funcionando em horas e dias, n\u00e3o semanas e meses. O custo foi nominal. Os resultados do programa de convers\u00e3o de merchandising chegaram imediatamente.<\/p>\n\n\n\n

A Bindy permitiu que o CPG levasse ao mercado um programa de merchandising chave em tempo recorde e com grande precis\u00e3o.<\/p>","protected":false},"excerpt":{"rendered":"

Sempre que um CPG se prepara para uma pr\u00f3xima redefini\u00e7\u00e3o promocional ou de merchandising, os desafios s\u00e3o inevit\u00e1veis, mesmo com meses de planejamento. Envolve coordena\u00e7\u00e3o com equipes locais, garantindo que os produtos e a sinaliza\u00e7\u00e3o de cada local sejam compat\u00edveis com cada formato de restaurante, garantindo a conformidade e verificando a execu\u00e7\u00e3o. O que voc\u00ea faz quando envolve 3.200 locais e isso... Continue lendo \ud83d\udcda Estudo de caso: como um CPG usou o Bindy para implementar uma convers\u00e3o de merchandising em 3.200 restaurantes<\/span> \t<\/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_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":"","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},"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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