{"id":4971,"date":"2021-10-26T15:15:59","date_gmt":"2021-10-26T20:15:59","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=4971"},"modified":"2024-11-28T14:46:59","modified_gmt":"2024-11-28T19:46:59","slug":"10-erros-de-merchandising-que-os-varejistas-cometem-e-perdem-vendas","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pt\/10-merchandising-mistakes-retailers-make-that-lose-sales\/","title":{"rendered":"10 erros de merchandising que os varejistas cometem e perdem vendas"},"content":{"rendered":"

As necessidades do cliente devem ser uma prioridade para o merchandising da loja. Embora os produtos e pre\u00e7os certos sejam importantes, s\u00e3o os clientes que fazem a diferen\u00e7a. Sem uma combina\u00e7\u00e3o de clientes novos e recorrentes, os neg\u00f3cios de varejo falham. De acordo com o Bureau of Labor Statistics, aproximadamente dois ter\u00e7os das empresas com funcion\u00e1rios sobrevivem apenas cerca de dois anos. Para aumentar a taxa de sobreviv\u00eancia do seu neg\u00f3cio, \u00e9 essencial evitar certos erros de merchandising.<\/p>\n\n\n\n

1. Produtos ocultos<\/strong><\/h2>\n\n\n\n

As lojas f\u00edsicas lutam diariamente para competir com as op\u00e7\u00f5es de varejo online \u2013 um clique, dois cliques e, boom, o item exato desejado est\u00e1 agora a caminho da entrega. Quando os clientes optam por entrar em uma loja f\u00edsica, encontrar o item desejado nunca deve ser um inc\u00f4modo ou levar muito tempo. Se os clientes tiverem que adivinhar onde os itens est\u00e3o localizados, as taxas de convers\u00e3o caem. Agrupamentos naturais, sinaliza\u00e7\u00e3o f\u00e1cil de ler e displays claros s\u00e3o tr\u00eas das maneiras mais f\u00e1ceis de aumentar a visibilidade de um produto. <\/p>\n\n\n\n

\"\"
Cr\u00e9dito da foto: Shutterstock<\/figcaption><\/figure>\n\n\n\n

2. Problemas de fluxo de tr\u00e1fego<\/strong><\/h2>\n\n\n\n

Corredores que parecem lotados devido a expositores volumosos ou mesas de venda que tornam as \u00e1reas de passagem congestionadas s\u00e3o as principais causas de problemas de fluxo de tr\u00e1fego. Os clientes com necessidades especiais ou cuidadores com carrinhos de beb\u00ea podem navegar facilmente em sua loja?<\/p>\n\n\n\n

Os clientes precisam se movimentar pelo espa\u00e7o com amplo espa\u00e7o para parar e observar os itens expostos. Simplifique com m\u00f3veis de exibi\u00e7\u00e3o elegantes e modulares e hardware personalizado para caber no seu espa\u00e7o.<\/p>\n\n\n\n

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

3. P\u00e9ssimo Atendimento ao Cliente<\/strong><\/h2>\n\n\n\n

O mau atendimento ao cliente afeta diretamente as vendas \u2013 especialmente quando os funcion\u00e1rios s\u00e3o rudes, sarc\u00e1sticos ou desrespeitosos. Esse comportamento pode, obviamente, afastar os clientes, n\u00e3o importa qu\u00e3o incr\u00edveis sejam os displays ou produtos.<\/p>\n\n\n\n

A indiferen\u00e7a com os clientes, bem como o desconhecimento dos produtos e servi\u00e7os da loja, prejudicar\u00e1 seus resultados. Al\u00e9m disso, n\u00e3o abrir a loja no hor\u00e1rio, fechar cedo e n\u00e3o fornecer pessoal adequado nos per\u00edodos de pico s\u00e3o erros frequentes cometidos pelos varejistas.<\/p>\n\n\n\n

\"\"
Cr\u00e9dito da foto: Shutterstock<\/figcaption><\/figure>\n\n\n\n

4. Or\u00e7amento inadequado para monitores<\/strong><\/h2>\n\n\n\n

Um plano de merchandising s\u00f3lido para sua loja de varejo \u00e9 essencial, mas precisa ir al\u00e9m de um sistema de planejamento para novos pedidos, aquisi\u00e7\u00e3o de novos itens e remarca\u00e7\u00f5es de tempo. Um or\u00e7amento abrangente para displays inclui itens como sinaliza\u00e7\u00e3o, adere\u00e7os, ilumina\u00e7\u00e3o e acess\u00f3rios que variam de acess\u00f3rios de slatwall a sistemas de prateleiras montados na parede.<\/p>\n\n\n\n

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

Mantenha os componentes do monitor atualizados e em boas condi\u00e7\u00f5es com substitui\u00e7\u00f5es conforme necess\u00e1rio. Suas vitrines na loja t\u00eam poder real na cria\u00e7\u00e3o de convers\u00f5es, mas se seus componentes n\u00e3o corresponderem, as vendas caem. <\/p>\n\n\n\n

5. Exibi\u00e7\u00f5es confusas<\/strong><\/h2>\n\n\n\n

Se o cliente n\u00e3o conseguir entender qual item, marca ou servi\u00e7o \u00e9 apresentado, seu display precisa ser retrabalhado. Os displays podem contar uma hist\u00f3ria, ser simplistas, art\u00edsticos ou agrupar itens semelhantes, mas o objetivo deve ser claro.<\/p>\n\n\n\n

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

6. <\/strong>Monitores Estagnados<\/strong><\/h2>\n\n\n\n

N\u00e3o mudar as vitrines da loja com frequ\u00eancia suficiente \u00e9 um erro comum. Substitua prontamente qualquer exibi\u00e7\u00e3o espec\u00edfica de data ou esta\u00e7\u00e3o, seja para feriados ou promo\u00e7\u00f5es de vendas. Acompanhe o envolvimento do cliente com displays novos e antigos. Se um n\u00e3o estiver funcionando, troque-o. Por fim, atualize regularmente a sinaliza\u00e7\u00e3o e considere incorporar tecnologia para incentivar a intera\u00e7\u00e3o do cliente com a tela.<\/p>\n\n\n\n

7. Problemas de sinaliza\u00e7\u00e3o<\/strong><\/h2>\n\n\n\n

Sinais de exibi\u00e7\u00e3o e\/ou qualquer sinaliza\u00e7\u00e3o de loja em geral - especialmente mapas - devem ser claros e f\u00e1ceis de ler. Evite fontes floridas e um tamanho de ponto muito pequeno. Sempre me\u00e7a a sinaliza\u00e7\u00e3o \u2013 sinais muito grandes podem ofuscar uma tela e prejudicar o produto.<\/p>\n\n\n\n

\"\"
Cr\u00e9dito da foto: Shutterstock<\/figcaption><\/figure>\n\n\n\n

Outro erro comum \u00e9 tentar reciclar placas com muita frequ\u00eancia. A reutiliza\u00e7\u00e3o da sinaliza\u00e7\u00e3o pode ajudar no or\u00e7amento e ser ben\u00e9fica para o meio ambiente. No entanto, quando os sinais est\u00e3o esfarrapados e n\u00e3o s\u00e3o mais atraentes, \u00e9 hora de investir em novos.<\/p>\n\n\n\n

8. Limpeza ruim<\/strong><\/h2>\n\n\n\n

D\u00ea um passeio pelo espa\u00e7o de varejo e veja-o estritamente da perspectiva do cliente. Qu\u00e3o limpo \u00e9 - realmente? \u00c9 essencial que a limpeza geral, como aspirar, tirar o p\u00f3 e limpar janelas e espelhos, seja feita diariamente. Os clientes n\u00e3o querem pegar um item da prateleira e sair com os dedos empoeirados.<\/p>\n\n\n\n

Outros problemas a serem observados s\u00e3o displays com pe\u00e7as quebradas\/faltando, luzes que precisam ser substitu\u00eddas, adesivos descascados, placas desbotadas ou tapetes desgastados que podem se tornar um risco de trope\u00e7o. \u00c9 a\u00ed que o auditoria de varejo<\/a> entra em cena. As auditorias de varejo impulsionam uma maior conformidade com os padr\u00f5es da marca e ajudam a resolver problemas antes que eles afetem os resultados financeiros.<\/p>\n\n\n\n

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

9. N\u00e3o maximizar a zona de checkout<\/strong><\/h2>\n\n\n\n

Assim que os clientes entrarem na zona de checkout, eles provavelmente far\u00e3o a compra, mas voc\u00ea est\u00e1 maximizando esse espa\u00e7o? Aproveite o espa\u00e7o do caixa criando uma atmosfera calma e bem iluminada. Exiba itens novos ou populares na parede atr\u00e1s do caixa e certifique-se de que os funcion\u00e1rios possam responder a perguntas sobre esses itens.<\/p>\n\n\n\n

N\u00e3o sobrecarregue o cliente com muitos produtos complementares exibidos no balc\u00e3o ou no corredor do caixa. Os clientes esperam que os itens de impulso estejam nessa \u00e1rea, mas muitos podem criar fadiga de decis\u00e3o.<\/p>\n\n\n\n

10. Janelas subutilizadas<\/strong><\/h2>\n\n\n\n

As vitrines t\u00eam o poder de atrair novos clientes e estimular os frequentadores a conferir os produtos mais recentes. Telas mal iluminadas, janelas desordenadas ou apresenta\u00e7\u00f5es visuais que n\u00e3o foram alteradas em semanas n\u00e3o far\u00e3o o trabalho.<\/p>\n\n\n\n

Confie em pe\u00e7as modulares, como displays suspensos para utilizar totalmente o espa\u00e7o - atraindo a aten\u00e7\u00e3o de cima para baixo - ou expositores de altura vari\u00e1vel para criar mais interesse visual.<\/p>\n\n\n\n

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

Mudan\u00e7as simples podem fazer uma enorme diferen\u00e7a para uma loja. Nada garante sucesso instant\u00e2neo, mas evitar esses 10 erros comuns pode realmente ajudar. Desde melhorar o atendimento ao cliente at\u00e9 displays poderosos, \u00e9 hora de repensar suas estrat\u00e9gias de merchandising.<\/p>\n\n\n\n

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

Biografia do autor:<\/em><\/strong> Amit Adler \u00e9 vice-presidente de vendas da UDIZINA<\/a>, fundada em 1995 e distinguida internacionalmente pela diversidade de seus sistemas de exibi\u00e7\u00e3o. Adler tem experi\u00eancia em vendas internacionais e desenvolvimento de neg\u00f3cios. <\/em><\/p>","protected":false},"excerpt":{"rendered":"

As necessidades do cliente devem ser uma prioridade para o merchandising da loja. Embora os produtos e pre\u00e7os certos sejam importantes, s\u00e3o os clientes que fazem a diferen\u00e7a. Sem uma combina\u00e7\u00e3o de clientes novos e recorrentes, os neg\u00f3cios de varejo falham. De acordo com o Bureau of Labor Statistics, aproximadamente dois ter\u00e7os das empresas com funcion\u00e1rios sobrevivem apenas cerca de dois anos. Para \u2026 Continue lendo 10 erros de merchandising que os varejistas cometem e perdem vendas<\/span> \t<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":61564,"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":[49417],"tags":[677173885,677173883,7094],"class_list":["post-4971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-merchandising","tag-merchandising","tag-retail","tag-sales"],"yoast_head":"\n10 Merchandising Mistakes Retailers Make That Lose Sales<\/title>\n<meta name=\"description\" content=\"To increase the survival rate for your business, it\u2019s essential to avoid certain merchandising mistakes. 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