{"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":"bir-cpgnin-3200-restoranda-pazarlama-donusumunu-uygulamak-icin-saha-yazilimini-nasil-kullandigina-dair-vaka-calismasi","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/tr\/case-study-how-a-cpg-used-field-software-to-implement-a-merchandising-conversion-at-3200-restaurants\/","title":{"rendered":"\ud83d\udcda Vaka \u00c7al\u0131\u015fmas\u0131: Bir CPG'nin 3.200 Restoranda Merchandising D\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc Uygulamak \u0130\u00e7in Bindy'yi Nas\u0131l Kulland\u0131\u011f\u0131"},"content":{"rendered":"

Bir CPG yakla\u015fan bir promosyon veya pazarlama s\u0131f\u0131rlamas\u0131na haz\u0131rlan\u0131rken, aylarca s\u00fcren planlamaya ra\u011fmen zorluklar ka\u00e7\u0131n\u0131lmazd\u0131r. Yerel ekiplerle koordinasyon sa\u011flamay\u0131, her lokasyon i\u00e7in \u00fcr\u00fcn ve tabelalar\u0131n her restoran format\u0131yla uyumlu olmas\u0131n\u0131 sa\u011flamay\u0131, uyumlulu\u011fu sa\u011flamay\u0131 ve uygulamay\u0131 do\u011frulamay\u0131 i\u00e7erir.<\/p>\n\n\n\n

3.200 lokasyon s\u00f6z konusu oldu\u011funda ve bunun birka\u00e7 g\u00fcn i\u00e7inde yap\u0131l\u0131p do\u011frulanmas\u0131 gerekti\u011finde ne yapars\u0131n\u0131z?<\/p>\n\n\n\n

M\u00fc\u015fteri<\/h2>\n\n\n\n

Uluslararas\u0131 paketlenmi\u015f \u00fcr\u00fcnler \u015firketi, yemek servisi.<\/p>\n\n\n\n

Zorluk: 3.200 lokasyonda ma\u011fazac\u0131l\u0131k d\u00f6n\u00fc\u015f\u00fcm\u00fc<\/h2>\n\n\n\n

D\u00fcnyan\u0131n en b\u00fcy\u00fck ambalajl\u0131 t\u00fcketim mallar\u0131 \u015firketlerinden biri (bundan b\u00f6yle \u201cCPG\u201d olarak an\u0131lacakt\u0131r) ile ileti\u015fime ge\u00e7ti ba\u011fla\u00e7<\/a> bir sorunla. B\u00fcy\u00fck bir h\u0131zl\u0131 servis restoran grubuyla (bundan sonra "QSR" olarak an\u0131lacakt\u0131r) \u00fcr\u00fcnlerinin 3.200 restoranda listelenmesi i\u00e7in bir anla\u015fmaya varm\u0131\u015flard\u0131. CPG, \u00fcr\u00fcnlerini \u00f6nemli bir rakibin \u00fcr\u00fcnleri yerine sergileyecek. Birka\u00e7 hafta i\u00e7inde 3.200 restoranda sat\u0131\u015f d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc y\u00f6netmeleri gerekiyordu.<\/p>\n\n\n\n

Ma\u011faza d\u00fczeyinde \u00f6nceden nas\u0131l bilgi toplayabilir, d\u00f6n\u00fc\u015ft\u00fcrmeyi uygulayabilir ve ard\u0131ndan t\u00fcm ma\u011fazalar\u0131 bitti\u011finde tekrar nas\u0131l inceleyebilirler? Her ma\u011fazan\u0131n d\u00f6n\u00fc\u015ft\u00fcr\u00fclmesini ve her ma\u011fazac\u0131l\u0131k faaliyetinin t\u00fcm lokasyonlarda zaman\u0131nda, eksiksiz olarak ger\u00e7ekle\u015fmesini nas\u0131l sa\u011flayabilirlerdi?<\/p>\n\n\n\n

Gereksinimler<\/h2>\n\n\n\n

Pazara sunma s\u00fcresi, program\u0131n ba\u015far\u0131s\u0131 i\u00e7in kritik \u00f6neme sahipti. CPG, \u00f6zellikle bir sahada kullan\u0131ma haz\u0131r \u00e7\u00f6z\u00fcm<\/a>, birka\u00e7 g\u00fcn i\u00e7inde. Kendi ekiplerini ve mevcut ekipmanlar\u0131n\u0131 kullanmak istediler (kendini getir ve \u015firkete ait ak\u0131ll\u0131 telefonlar, tabletler ve diz\u00fcst\u00fc bilgisayarlar\u0131n bir kar\u0131\u015f\u0131m\u0131). Ek olarak, \u00e7\u00f6z\u00fcm\u00fcn hemen \u00e7al\u0131\u015fmas\u0131 ve \u00f6l\u00e7eklenmesi gerekiyordu. Bu, 6 saat diliminde ve 3.200 ma\u011fazada kullan\u0131labilirli\u011fi i\u00e7eriyordu.<\/p>\n\n\n\n

Ba\u015flang\u0131\u00e7ta CPG \u201c\u015firket i\u00e7i\u201d \u00e7\u00f6z\u00fcmleri de\u011ferlendirdi (Excel, e-posta<\/a>) ve genel anket \u00e7\u00f6z\u00fcmleri (SurveyMonkey\u2122). Ancak bu \u00e7\u00f6z\u00fcm se\u00e7eneklerinin, ticari sat\u0131\u015f uygulamas\u0131n\u0131n h\u0131z\u0131 ve do\u011frulu\u011fu ile ilgili i\u015f gereksinimlerini kar\u015f\u0131lamak i\u00e7in fazla yava\u015f, fazla emek yo\u011fun ve hataya a\u00e7\u0131k oldu\u011fu d\u00fc\u015f\u00fcn\u00fcl\u00fcyordu.<\/p>\n\n\n\n

\u00c7\u00f6z\u00fcm kurulumu<\/h2>\n\n\n\n

CPG'nin kayd\u0131n\u0131 ald\u0131ktan sonra, Bindy ekibi bir web konferans\u0131 planlad\u0131. yaz\u0131l\u0131m\u0131 demo<\/a> ve projenin payda\u015flar\u0131na i\u015f ak\u0131\u015f\u0131. Demoya dayanarak, CPG \u00e7\u00f6z\u00fcm\u00fcn ihtiya\u00e7lar\u0131 i\u00e7in uygun oldu\u011funu belirledi. Ard\u0131ndan, Bindy y\u0131ll\u0131k \u201cher \u015fey dahil\u201d sa\u011flad\u0131 al\u0131nt\u0131<\/a> b\u00fct\u00e7e dahilinde geldi. Son olarak CPG \u00fccretsiz deneme talebinde bulundu.<\/p>\n\n\n\n

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

Saatler i\u00e7inde, CPG b\u00fcy\u00fck \u00f6l\u00e7\u00fcde kendi ba\u015f\u0131na:<\/p>\n\n\n\n

1. Bindy'nin yerle\u015fik y\u00fckleme yetenekleri kullan\u0131larak sisteme 3.200'den fazla konum y\u00fcklendi. Bindy, konumlar\u0131 otomatik olarak co\u011frafi olarak kodlad\u0131.<\/p>\n\n\n\n

2. B\u00f6lge m\u00fcd\u00fcrleri ve saha sat\u0131\u015f temsilcilerinden olu\u015fan eksiksiz bir ulusal hiyerar\u015fi olu\u015fturuldu. Kullan\u0131c\u0131lar\u0131 belirli konumlara atad\u0131lar ve kullan\u0131c\u0131lar Bindy hesaplar\u0131nda hemen oturum a\u00e7abildiler.<\/p>\n\n\n\n

3. Kendi i\u015f kurallar\u0131n\u0131, i\u015f ak\u0131\u015flar\u0131n\u0131 ve etiketlerini uygulam\u0131\u015ft\u0131r.<\/p>\n\n\n

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

Ma\u011fazac\u0131l\u0131k D\u00d6N\u00dc\u015e\u00dcM\u00dc \u00c7\u00f6z\u00fcm y\u00fcr\u00fctme<\/h2>\n\n\n\n

Daha sonra, CPG, program\u0131n \u00e7e\u015fitli a\u015famalar\u0131nda ma\u011faza d\u00fczeyinde bilgi toplamak i\u00e7in bir dizi form olu\u015fturdu. Program 3 a\u015famadan olu\u015fuyordu:<\/p>\n\n\n\n

birinci a\u015fama<\/strong>
Ma\u011faza i\u00e7i anket<\/a> ve 3.200 lokasyonun her birinde ger\u00e7ek bulma. Ama\u00e7, d\u00f6n\u00fc\u015f\u00fcm \u00f6ncesinde veri toplamakt\u0131. Bu, ma\u011fazan\u0131n personel ileti\u015fim bilgilerinin, ekipmanlar\u0131n\u0131n, park etme ve teslimat se\u00e7eneklerinin do\u011frulanmas\u0131ndan olu\u015fuyordu.<\/p>\n\n\n\n

Ek olarak, her bir lokasyonun \u00e7evresini ve ma\u011fazac\u0131l\u0131k kurulumunu belgelemek i\u00e7in on binlerce foto\u011fraf \u00e7ektiler ve her ziyarete foto\u011fraf eklediler. Bindy, bu a\u015famaya yerle\u015fik haritalar, co\u011frafi konum ve yak\u0131ndaki ma\u011fazalarda s\u0131f\u0131rlanma yetene\u011fi ile yard\u0131mc\u0131 oldu. Bu \u015fekilde CPG, hala ziyaret edilmesi gereken ma\u011fazalar\u0131 kolayca g\u00f6rebilir.<\/p>\n\n\n\n

ikinci a\u015fama<\/strong>
3.200 lokasyonun her birine merkez ofis sat\u0131\u015f temsilcileri taraf\u0131ndan telefon anketi. Birinci a\u015famada toplanan verilere dayanarak, ikinci a\u015faman\u0131n amac\u0131, de\u011fi\u015ftirilecek ekipman ve d\u00f6n\u00fc\u015f\u00fcm\u00fcn ger\u00e7ek tarihi gibi yakla\u015fan d\u00f6n\u00fc\u015f\u00fcm\u00fcn ayr\u0131nt\u0131lar\u0131n\u0131 do\u011frulamakt\u0131.<\/p>\n\n\n\n

\u00dc\u00e7\u00fcnc\u00fc a\u015fama<\/strong>
3.200 lokasyonun her birinde uygulama sonras\u0131 anket. Ama\u00e7, d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecinin nas\u0131l gitti\u011fine dair geri bildirim ve i\u00e7g\u00f6r\u00fc kazanmakt\u0131. D\u00f6n\u00fc\u015f\u00fcm iyi, zaman\u0131nda ve m\u00fcmk\u00fcn olan en az y\u0131k\u0131c\u0131 \u015fekilde yap\u0131ld\u0131 m\u0131? CPG, neyin i\u015fe yaray\u0131p neyin yaramad\u0131\u011f\u0131n\u0131, nerede ve ne zaman hem ham hem de toplu bi\u00e7imde bulmak i\u00e7in yerle\u015fik raporlar\u0131 kulland\u0131.<\/p>\n\n\n\n

\u00dcr\u00fcn Sat\u0131\u015f\u0131 D\u00f6n\u00fc\u015f\u00fcm Sonu\u00e7<\/h2>\n\n\n\n

Olgun, modern ve sahada kullan\u0131ma haz\u0131r yaz\u0131l\u0131m arac\u0131 <\/a>b\u00fcy\u00fck bir ambalajl\u0131 t\u00fcketim mallar\u0131 \u015firketinin 6 saat diliminde 3.200 ma\u011fazada \u00f6nemli bir ma\u011fazac\u0131l\u0131k d\u00f6n\u00fc\u015f\u00fcm program\u0131na haz\u0131rlanmas\u0131n\u0131 ve sonu\u00e7lar\u0131n\u0131 analiz etmesini kolayla\u015ft\u0131rd\u0131.<\/p>\n\n\n\n

Binlerce yeri ziyaret ettiler, binlerce denetim ger\u00e7ekle\u015ftirdiler, on binlerce foto\u011fraf \u00e7ektiler ve bunu haftalar ve aylar de\u011fil, saatler ve g\u00fcnler i\u00e7inde \u00e7al\u0131\u015ft\u0131rd\u0131lar. Maliyet nominaldi. Ma\u011fazac\u0131l\u0131k d\u00f6n\u00fc\u015f\u00fcm program\u0131n\u0131n sonu\u00e7lar\u0131 hemen geldi.<\/p>\n\n\n\n

Bindy, CPG'nin \u00f6nemli bir sat\u0131\u015f program\u0131n\u0131 rekor s\u00fcrede ve b\u00fcy\u00fck bir do\u011frulukla pazara sunmas\u0131na izin verdi.<\/p>","protected":false},"excerpt":{"rendered":"

Bir CPG yakla\u015fan bir promosyon veya pazarlama s\u0131f\u0131rlamas\u0131na haz\u0131rlan\u0131rken, aylarca s\u00fcren planlamaya ra\u011fmen zorluklar ka\u00e7\u0131n\u0131lmazd\u0131r. Yerel ekiplerle koordinasyon sa\u011flamay\u0131, her lokasyon i\u00e7in \u00fcr\u00fcn ve tabelalar\u0131n her restoran format\u0131yla uyumlu olmas\u0131n\u0131 sa\u011flamay\u0131, uyumlulu\u011fu sa\u011flamay\u0131 ve uygulamay\u0131 do\u011frulamay\u0131 i\u00e7erir. 3.200 lokasyon s\u00f6z konusu oldu\u011funda ne yapars\u0131n\u0131z ve bu \u2026 \ud83d\udcda Vaka \u00c7al\u0131\u015fmas\u0131: Bir CPG'nin 3.200 Restoranda Merchandising D\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc Uygulamak \u0130\u00e7in Bindy'yi Nas\u0131l Kulland\u0131\u011f\u0131<\/span> yaz\u0131s\u0131n\u0131 okumaya devam et \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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Peki, tam olarak hangi t\u00fcr ma\u011faza denetimleri yapmal\u0131s\u0131n\u0131z ve ne s\u0131kl\u0131kla yapmal\u0131s\u0131n\u0131z?","rel":"","context":""\ud83d\udc5c Merchandising" i\u00e7inde","block_context":{"text":"\ud83d\udc5c Merchandising","link":"https:\/\/blog.bindy.com\/tr\/category\/merchandising\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2016\/11\/shutterstock_792604021.jpg?fit=1200%2C800&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2016\/11\/shutterstock_792604021.jpg?fit=1200%2C800&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2016\/11\/shutterstock_792604021.jpg?fit=1200%2C800&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2016\/11\/shutterstock_792604021.jpg?fit=1200%2C800&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2016\/11\/shutterstock_792604021.jpg?fit=1200%2C800&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":65667,"url":"https:\/\/blog.bindy.com\/tr\/business-case-merchandising\/","url_meta":{"origin":1864,"position":4},"title":"\ud83d\udcda H\u0131zl\u0131 \u0130\u015f Analizi: Pazarlama","author":"Bindy","date":"Temmuz 8, 2025","format":false,"excerpt":""X" Ma\u011fazas\u0131, sezonluk \u00fcr\u00fcnlerini planla uyumlu hale getiremiyor gibi g\u00f6r\u00fcn\u00fcyor. Gondollar ve kapak \u00fcst\u00fc te\u015fhir standlar\u0131 tutars\u0131z ve ge\u00e7 a\u00e7\u0131l\u0131yor. \u00c7\u00f6p konteyn\u0131rlar\u0131 sat\u0131\u015f alan\u0131nda de\u011fil, arka odada h\u00e2l\u00e2 bo\u015f duruyor. Promosyon tabelalar\u0131 genellikle g\u00fcncelli\u011fini yitirmi\u015f durumda, e\u011fer...","rel":"","context":""\ud83d\udc5c Merchandising" i\u00e7inde","block_context":{"text":"\ud83d\udc5c Merchandising","link":"https:\/\/blog.bindy.com\/tr\/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\/tr\/business-case-pharmacy-merchandising\/","url_meta":{"origin":1864,"position":5},"title":"\ud83d\udcda H\u0131zl\u0131 \u0130\u015f Analizi: Eczane Pazarlamas\u0131","author":"Bindy","date":"Temmuz 8, 2025","format":false,"excerpt":""X" Eczanesi, \u00f6zellikle mevsimsel \u00fcr\u00fcn te\u015fhir giri\u015fimlerine ayak uydurmaya devam ediyor. Ma\u011faza ziyaretlerinin \u00e7o\u011funda, raflar planograma g\u00f6re doldurulmuyor ve doldurulduklar\u0131nda da \u00fcr\u00fcnler kar\u015f\u0131 kar\u015f\u0131ya gelmiyor. Peki ya kapaklar? Mevsimlik \u00fcr\u00fcnlerle asla d\u00f6n\u00fc\u015f\u00fcml\u00fc olarak kullan\u0131lm\u0131yorlar - sanki sat\u0131yorlarm\u0131\u015f gibi...","rel":"","context":""\u2695 Pharmacies" i\u00e7inde","block_context":{"text":"\u2695 Pharmacies","link":"https:\/\/blog.bindy.com\/tr\/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\/tr\/wp-json\/wp\/v2\/posts\/1864","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/users\/6370623"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/comments?post=1864"}],"version-history":[{"count":47,"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/posts\/1864\/revisions"}],"predecessor-version":[{"id":66026,"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/posts\/1864\/revisions\/66026"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/media\/10071"}],"wp:attachment":[{"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/media?parent=1864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/categories?post=1864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.bindy.com\/tr\/wp-json\/wp\/v2\/tags?post=1864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}