{"id":3046,"date":"2021-10-26T15:15:54","date_gmt":"2021-10-26T20:15:54","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=3046"},"modified":"2024-11-28T14:26:57","modified_gmt":"2024-11-28T19:26:57","slug":"cpgs-6-steg-for-att-sakerstalla-en-framgangsrik-semesterperiod","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/sv\/cpgs-6-steps-to-ensure-a-successful-holiday-season\/","title":{"rendered":"CPG:er: 6 steg f\u00f6r att s\u00e4kerst\u00e4lla en framg\u00e5ngsrik semesters\u00e4song"},"content":{"rendered":"

Det kan vara augusti, men om du arbetar inom detaljhandeln eller CPG-omr\u00e5det, \u00e4r du f\u00f6rmodligen redan i november eller december (dvs. semesterperioden).<\/span><\/p>\n\n\n\n

Och om det inte \u00e4r det, \u00e4r det h\u00f6g tid att b\u00f6rja t\u00e4nka p\u00e5 semestern. Varum\u00e4rken \u00f6ver hela linjen kommer s\u00e4kert att ta med sig sitt A-spel f\u00f6r att n\u00e5 och konvertera shoppare, och det sista du vill \u00e4r att bli kvar i dammet under \u00e5rets viktigaste shoppings\u00e4song.<\/span><\/p>\n\n\n\n

Beh\u00f6ver du hj\u00e4lp med att f\u00f6rbereda dig inf\u00f6r semestern? Vi har sammanst\u00e4llt n\u00e5gra expertst\u00f6dda tips som hj\u00e4lper dig att g\u00f6ra dig redo f\u00f6r den kommande s\u00e4songen. Ta en titt nedan.<\/span><\/p>\n\n\n\n

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

1. Skapa en stark kreativ riktning f\u00f6r att v\u00e4gleda dina semesterkampanjer<\/b><\/h2>\n\n\n\n

Semestertaktik och specifika kampanjer \u00e4r viktiga, men innan du g\u00e5r in p\u00e5 allt detta, se till att du har kartlagt en tydlig kreativ riktning f\u00f6r ditt varum\u00e4rke. Som Christine Guillot, grundare p\u00e5 <\/span>K\u00f6pmans metod<\/a> uttrycker det, b\u00f6r CPG-f\u00f6retag hylla deras "varum\u00e4rkes h\u00e4rkomst".<\/span><\/p>\n\n\n\n

Din kreativa riktning och varum\u00e4rkesstrategi m\u00e5ste l\u00e5sas tidigt eftersom den kommer att fungera som "nordstj\u00e4rnan" f\u00f6r ditt varum\u00e4rke under semestern.<\/p>\n\n\n\n

Och n\u00e4r du v\u00e4l har etablerat dessa saker, kommunicera dem tydligt till resten av f\u00f6retaget. "Varje anst\u00e4lld och varje varum\u00e4rkesrepresentant borde f\u00f6rst\u00e5 den riktningen", till\u00e4gger Guillot.<\/p>\n\n\n\n

2. Spika upp ditt produktsortiment och merchandising tidigt<\/b><\/h2>\n\n\n\n

Att f\u00e5 ditt produktsortiment \u00e4r viktigt \u00e5ret runt, men insatserna \u00e4r mycket h\u00f6gre under semesterperioden och du har inte r\u00e5d att missa m\u00e5let. Stryk ut dina sortimentsplaner tidigt och se till att komma med \u00f6vertygande kampanjer och kampanjer f\u00f6r att f\u00e5 din produkt fr\u00e5n hyllorna.<\/span><\/p>\n\n\n\n

\n

"Det f\u00f6rsta som CPG-f\u00f6retag och \u00e5terf\u00f6rs\u00e4ljare kan g\u00f6ra vid den h\u00e4r tiden p\u00e5 \u00e5ret \u00e4r att planera det sortiment de t\u00e4nker presentera under semestern." <\/b>Genom att bli laserfokuserad "p\u00e5 en upps\u00e4ttning SKU:er kan du t\u00e4nka igenom andra kampanjelement som alla prisrabatter, f\u00f6rv\u00e4ntade vinstmarginaler, samt vilken historia du kan bygga kring sortimentet f\u00f6r att b\u00e4ttre positionera det hos konsumenterna." \u2013 Bob Clary, marknadschef, Utveckla intelligens<\/a>.<\/b><\/p>\n<\/blockquote>\n\n\n\n

Hur kan du f\u00e5 r\u00e4tt sortiment? Titta p\u00e5 din data. Enligt Guillot, "det visuella merchandising-teamet borde ha bra data och prognoser fr\u00e5n sina motsvarigheter f\u00f6r handlare eller sina planerande motsvarigheter."<\/span><\/p>\n\n\n\n

Att titta p\u00e5 dina historiska data kommer att hj\u00e4lpa. Guillot s\u00e4ger att varum\u00e4rken vanligtvis kan f\u00f6ruts\u00e4ga vad som kommer att s\u00e4lja bra under semestern. "B\u00e4sts\u00e4ljare upprepar \u00e5r efter \u00e5r... s\u00e5 att b\u00f6rja med din historiska information l\u00e5ter dig f\u00f6rst\u00e5 hur du b\u00e4st uppdaterar eller uppdaterar dina produkter och visuella varor."<\/span><\/p>\n\n\n\n

Om du planerar att ta risker (dvs. testa nya produkter eller visuella strategier), g\u00f6r det s\u00e5 tidigt som m\u00f6jligt \u2014 Guillot rekommenderar att du tar risker p\u00e5 h\u00f6sten eller tidigare. P\u00e5 s\u00e5 s\u00e4tt, "n\u00e4r du kommer in i det fj\u00e4rde kvartalet har du minskat mycket av risken f\u00f6rknippad med nyhet, ur ett produktvalsperspektiv. Och d\u00e5 kan du komma in med fantastisk visuell merchandising.\u201d<\/p>\n\n\n\n

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

3. Planera dynamiska marknadsf\u00f6rings- och detaljhandelskampanjer<\/b><\/h2>\n\n\n\n

P\u00e5 tal om visuell merchandising, du vill att dina bilder ska utvecklas allt eftersom semesterperioden fortskrider.<\/span><\/p>\n\n\n\n

\n

"Vi vet att s\u00e4songen b\u00f6rjar n\u00e5gon g\u00e5ng f\u00f6re Halloween och den blir tidigare och tidigare f\u00f6r varje \u00e5r. Med en shoppings\u00e4song som \u00e4r s\u00e5 l\u00e5ng f\u00f6r\u00e4ndras k\u00f6ptillf\u00e4llen och shopping\u00e4ndam\u00e5l p\u00e5 v\u00e4gen.\u201d \u2013 Christine Guillot, grundare, Merchant Method<\/b><\/p>\n<\/blockquote>\n\n\n\n

Guillot forts\u00e4tter, "med s\u00e4songsanalys av tidigare framg\u00e5ngar och trendprognoser, har varum\u00e4rken en m\u00f6jlighet att f\u00f6r\u00e4ndra visuell merchandising p\u00e5 ett litet men effektivt s\u00e4tt som ligger mer i linje med varf\u00f6r kunder handlar under hela semesterperioden."<\/p>\n\n\n\n

"S\u00e5 ett exempel kan vara, om du har en kvinnlig shoppare i slutet av 30- eller b\u00f6rjan av 40-\u00e5rs\u00e5ldern som jobbar heltid och har barn, kan hon handla tidigare p\u00e5 s\u00e4songen antingen f\u00f6r l\u00e4rares presenter eller presenter till sina anst\u00e4llda. Och sedan \u00f6verg\u00e5r hennes tillf\u00e4lle att shoppa till presenter som v\u00e4rd och v\u00e4rdinna. Sedan kan det bli shopping efter s\u00e4songen i samband med till\u00e4gg av sista minuten-presenter och presentkort.\u201d<\/span><\/p>\n\n\n\n

Genom att implementera tidsanpassad visuell merchandising som relevanta hyllpratare s\u00e4ger Guillot, hj\u00e4lper dig att sticka ut och beh\u00e5lla relevansen under hela s\u00e4songen.<\/span><\/p>\n\n\n\n

N\u00e4r det kommer till att implementera din visuella merchandising rekommenderar hon att du skapar referensramen "\u00e4r och \u00e4r inte", d\u00e4r du visar \u00e5terf\u00f6rs\u00e4ljare b\u00e5de det korrekta och felaktiga s\u00e4ttet att utf\u00f6ra din visuella merchandising.<\/span><\/p>\n\n\n\n

"Att visa upp ett foto av acceptabel varuhandel \u00e4r ett m\u00e5ste, men att visa upp flera bilder av oacceptabel varuhandel fr\u00e4schar upp handlarens \u00f6ga", s\u00e4ger hon.<\/p>\n\n\n\n

"Ofta ser jag att varum\u00e4rken visar en bild av vad displayen ska vara med bara n\u00e5gra f\u00e5 ord av vad den inte borde vara. Men att visa flera bilder \u00e4r mycket mer effektivt och s\u00e4tter tonen f\u00f6r f\u00f6rv\u00e4ntningarna inf\u00f6r s\u00e4songen."<\/p>\n\n\n\n

Tillbringa tid f\u00f6r s\u00e4songen med att skapa ditt "\u00e4r och \u00e4r inte"-material. Se ocks\u00e5 till att \u00f6verv\u00e4ga hur ditt lager skulle fluktuera under s\u00e4songen och utarbeta riktlinjer f\u00f6r f\u00f6rs\u00e4ljning f\u00f6r att anpassa sig till dessa lagerf\u00f6r\u00e4ndringar.<\/span><\/p>\n\n\n\n

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

"N\u00e4r s\u00e4songen fortskrider f\u00f6r\u00e4ndras lagertillg\u00e4ngligheten. Starkt presterande SKU:er b\u00f6rjar ta slut och underpresterande b\u00f6rjar fylla hyllorna eftersom du beh\u00f6ver flytta det lagret. Vid det tillf\u00e4llet m\u00e5ste du fr\u00e5ga dig sj\u00e4lv "vad \u00e4r acceptabel varuhandel NU?" Skicka sedan in "\u00e4r och \u00e4r inte"-foton igen s\u00e5 att du kan korrigera visuell exekvering", rekommenderar Guillot.<\/span><\/p>\n\n\n\n

N\u00e4r du har dina marknadsf\u00f6ringsriktlinjer p\u00e5 plats, planera och schemal\u00e4gg detaljhandelsrevisioner f\u00f6r att utv\u00e4rdera deras genomf\u00f6rande. Kartl\u00e4gg dina butiksbes\u00f6k och samordna med dina \u00e5terf\u00f6rs\u00e4ljarpartners redan nu f\u00f6r att s\u00e4kerst\u00e4lla att allt \u00e4r enligt schemat f\u00f6r semestern.<\/span><\/p>\n\n\n\n

F\u00f6r att \u00f6ka effektiviteten, <\/span>anv\u00e4nda en molnbaserad programvara f\u00f6r detaljhandelsrevision<\/a> som fungerar p\u00e5 flera enheter och h\u00e5ller olika parter p\u00e5 samma sida. Se till att butiks- och varuinformation uppdateras i realtid s\u00e5 att du snabbt kan g\u00f6ra justeringar. Semestern \u00e4r trots allt hektisk, s\u00e5 snabbhet \u00e4r avg\u00f6rande.<\/span><\/p>\n\n\n\n

4. G\u00f6r dina kunders liv enklare den kommande semesterperioden<\/b><\/h2>\n\n\n\n

Lanserar semesterkampanjer och fantastiska sk\u00e4rmar<\/a> \u00e4r inte det enda du kan g\u00f6ra f\u00f6r att f\u00e5nga kundernas uppm\u00e4rksamhet under semestern.<\/span><\/p>\n\n\n\n

Ett s\u00e4kert s\u00e4tt att engagera upptagna konsumenter \u00e4r att vara varum\u00e4rket som g\u00f6r deras liv enklare. Fr\u00e5ga dig sj\u00e4lv, vilka \u00e4r dina kunders sm\u00e4rtpunkter under s\u00e4songen? Hur kan ditt varum\u00e4rke lindra dessa sm\u00e4rtor?<\/span><\/p>\n\n\n\n

Svaret beror p\u00e5 ditt varum\u00e4rke och dina kunder. Men n\u00e5gra id\u00e9er att \u00f6verv\u00e4ga \u00e4r:<\/span><\/p>\n\n\n\n

Skapa presentguider <\/b>\u2013 Spara dina kunder tid och anstr\u00e4ngning fr\u00e5n att beh\u00f6va leta efter den perfekta presenten genom att sammanst\u00e4lla dina b\u00e4sta rekommendationer p\u00e5 ett praktiskt s\u00e4tt presentguide<\/a>. Kategorisera produkter efter pris, presenttyp, mottagare eller alla ovanst\u00e5ende, f\u00f6r att g\u00f6ra det enkelt f\u00f6r shoppare att hitta det de letar efter.<\/span><\/p>\n\n\n\n

Att ha inneh\u00e5ll eller verktyg kring hur de kan anv\u00e4nda dina produkter under semestern<\/b> \u2013 Att f\u00e5 folk att k\u00f6pa dina produkter \u00e4r bra, men du vet vad som \u00e4r \u00e4nnu b\u00e4ttre? G\u00f6r det m\u00f6jligt f\u00f6r dem att hitta v\u00e4rde och bra anv\u00e4ndningsomr\u00e5den f\u00f6r dina varor. Skapa inneh\u00e5ll som ger m\u00e4nniskor id\u00e9er om hur de kan anv\u00e4nda dina produkter p\u00e5 b\u00e4sta s\u00e4tt under den kommande semesterperioden.<\/span><\/p>\n\n\n\n

Till exempel, <\/span>forskning har visat att recepts\u00f6kningar vanligtvis \u00f6kar under semesterperioden<\/a> (oktober till december), s\u00e5 om du \u00e4r ett livsmedelsm\u00e4rke, \u00f6verv\u00e4g att erbjuda anv\u00e4ndbara recept som listar din produkt som en ingrediens.<\/span><\/p>\n\n\n\n

Handledningar kan ocks\u00e5 g\u00f6ra susen. Vilka fr\u00e5gor st\u00e4ller dina kunder under semestern? Vilka aktiviteter deltar de i? Notera och skapa utbildningsmaterial kring dessa \u00e4mnen.<\/span><\/p>\n\n\n\n

Och begr\u00e4nsa dig inte till text. Visuellt inneh\u00e5ll som bilder och video kan visa sig vara engagerande ocks\u00e5. "CPG-f\u00f6retag b\u00f6r \u00f6verv\u00e4ga att skapa semestervideor som kreativa s\u00e4tt att f\u00e5 kontakt med sina kunder", s\u00e4ger Cyndi Pyburn, direkt\u00f6r p\u00e5 <\/span>Sklar Wilton & Associates<\/a>.<\/span><\/p>\n\n\n\n

\n

"Videor hj\u00e4lper till att inspirera m\u00e4nniskor med innovativa semesterid\u00e9er. De \u00e4r perfekta f\u00f6r att hj\u00e4lpa m\u00e4nniskor att utforska nya och annorlunda tillv\u00e4gag\u00e5ngss\u00e4tt f\u00f6r hur de vanligtvis skulle inreda sina hem, h\u00e5lla semesterfester och laga festliga m\u00e5ltider f\u00f6r sammankomster av familj och v\u00e4nner.\u201d \u2013 Cyndi Pyburn, direkt\u00f6r, Sklar Wilton & Associates<\/p>\n<\/blockquote>\n\n\n\n

S\u00e4tta upp \u00f6nskelistor<\/b> \u2013 En annan sak som kan g\u00f6ra dina kunders liv enklare? \u00d6nskelistor. Genom att l\u00e5ta k\u00f6pare l\u00e4gga \u00f6nskade varor p\u00e5 ett st\u00e4lle blir det snabbare f\u00f6r gifter att hitta \u2013 och k\u00f6pa \u2013 r\u00e4tt produkter.<\/span><\/p>\n\n\n\n

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

5. Arbeta f\u00f6r att f\u00e5 dina produkter placerade p\u00e5 andra presentguider, sammanst\u00e4llningar eller recensioner<\/b><\/h2>\n\n\n\n

M\u00e5nga konsumenter f\u00f6rlitar sig p\u00e5 presentguider fr\u00e5n influencers och mediapublikationer f\u00f6r id\u00e9er och shoppinginspiration, s\u00e5 att s\u00e4kra platser i julklappssammanfattningar eller guider i din bransch kan ge ditt varum\u00e4rke v\u00e4lbeh\u00f6vlig exponering.<\/span><\/p>\n\n\n\n

N\u00e4rma dig skribenter och redakt\u00f6rer fr\u00e5n relevanta publikationer, s\u00e5v\u00e4l som bloggare och p\u00e5verkare<\/a> i din bransch f\u00f6r att se om de skulle \u00f6verv\u00e4ga att inkludera dina produkter i sina semestersamlingar. <\/p>\n\n\n\n

\"Influncer
Bildkredit: jillianharris.com<\/a>
Jillian Harris sammanfattning inneh\u00e5ller snygga plagg fr\u00e5n ett brett utbud av butiker<\/figcaption><\/figure>\n\n\n\n

Publikationer och bloggar planerar vanligtvis dessa artiklar m\u00e5nader i f\u00f6rv\u00e4g, s\u00e5 nu vore det perfekta tillf\u00e4llet att skicka din pitch.<\/span><\/p>\n\n\n\n

6. F\u00e5 klarhet i vad du inte b\u00f6r g\u00f6ra under semestern<\/b><\/h2>\n\n\n\n

Att kartl\u00e4gga din semester att g\u00f6ra-lista \u00e4r viktigt, men gl\u00f6m inte ocks\u00e5 att identifiera de saker som du inte b\u00f6r g\u00f6ra.<\/span><\/p>\n\n\n\n

Enligt Clary \u00e4r ett ofta f\u00f6rbisett steg som CPG och detaljhandelsf\u00f6retag b\u00f6r ta att eliminera "all on\u00f6dig distraktion och buller f\u00f6re den faktiska perioden."<\/span><\/p>\n\n\n\n

\n

"Det \u00e4r ganska vanligt att se f\u00f6retag implementera en "frysning" av nya projekt eller teknikplattformar f\u00f6r att s\u00e4kerst\u00e4lla att f\u00f6rb\u00e4ttringsarbeten inte orsakar stillest\u00e5nd under dessa kritiska faser." \u2013 Bob Clary, marknadschef, DevelopIntelligence<\/b><\/p>\n<\/blockquote>\n\n\n\n

Ta dig tid innan semesterperioden f\u00f6r att lista de uppgifter eller projekt som inte b\u00f6r hanteras fr\u00e5n oktober till december, och dela sedan den listan med resten av ditt team.<\/span><\/p>\n\n\n\n

Om f\u00f6rfattaren:<\/strong><\/p>\n\n\n

\n
\"francesanicasio\"<\/figure>\n<\/div>\n\n\n
<\/i>Francesca Nicasio<\/a> \u00e4r en frilansskribent och inneh\u00e5llsstrateg som \u00e4r dedikerad till att skriva om detaljhandelstrender och tips som hj\u00e4lper handlare att \u00f6ka f\u00f6rs\u00e4ljningen, f\u00f6rb\u00e4ttra kundservicen och bli b\u00e4ttre \u00e5terf\u00f6rs\u00e4ljare \u00f6verlag.<\/em><\/div>","protected":false},"excerpt":{"rendered":"

Det kan vara augusti, men om du arbetar inom detaljhandeln eller CPG-omr\u00e5det, \u00e4r du f\u00f6rmodligen redan i november eller december (dvs. semesterperioden). Och om det inte \u00e4r det, \u00e4r det h\u00f6g tid att b\u00f6rja t\u00e4nka p\u00e5 semestern. Varum\u00e4rken \u00f6ver hela linjen kommer s\u00e4kert att ta med sig sitt A-spel f\u00f6r att n\u00e5 och konvertera shoppare, ... Forts\u00e4tt l\u00e4sa CPG:er: 6 steg f\u00f6r att s\u00e4kerst\u00e4lla en framg\u00e5ngsrik semesters\u00e4song<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","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":[677174196,11682095],"tags":[454459303,39114115,20386393],"class_list":["post-3046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seasonal-retail","category-cpgs","tag-cpg-merchandising","tag-holiday-merchandising","tag-store-execution"],"yoast_head":"\nCPGs: 6 Steps to Ensure a Successful Holiday Season<\/title>\n<meta name=\"description\" content=\"Need help preparing for the holidays? Following these expert-backed tips will help you get ready for the upcoming season.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bindy.com\/sv\/cpgs-6-steg-for-att-sakerstalla-en-framgangsrik-semesterperiod\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CPGs: 6 Steps to Ensure a Successful Holiday Season\" \/>\n<meta property=\"og:description\" content=\"Need help preparing for the holidays? 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K\u00e4nner du dig n\u00e5gonsin som att du och dina detaljhandelspartners inte \u00e4r \u00f6verens? Om du m\u00e4rker att du nickar \u00e5t dessa fr\u00e5gor kanske din detaljhandelsstrategi saknar en viktig komponent: samarbete. 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