{"id":3980,"date":"2022-05-25T10:10:55","date_gmt":"2022-05-25T10:10:55","guid":{"rendered":"https:\/\/ivymobility.com\/?post_type=blog&#038;p=3980"},"modified":"2024-09-13T05:35:14","modified_gmt":"2024-09-13T05:35:14","slug":"trade-promotions-best-practices-for-consumer-goods","status":"publish","type":"blog","link":"https:\/\/ivymobility.com\/fr\/blog\/trade-promotions-best-practices-for-consumer-goods\/","title":{"rendered":"Meilleures pratiques en mati\u00e8re de promotions commerciales pour les biens de consommation"},"content":{"rendered":"<p>Une \u00e9tude de Nielsen indique que les entreprises de biens de consommation du monde entier ont doubl\u00e9 le montant qu&#039;elles d\u00e9pensent en promotions commerciales, et qu&#039;aujourd&#039;hui, elles d\u00e9pensent environ 1\u00a0400 milliards de dollars par an en promotions commerciales. Les promotions commerciales telles que les coupons, les offres group\u00e9es et autres aident les entreprises \u00e0 mettre leurs produits dans les rayons des magasins pour une meilleure participation des consommateurs, \u00e0 convertir les non-acheteurs en consommateurs, \u00e0 encourager les achats r\u00e9p\u00e9t\u00e9s et \u00e0 faire ressortir la marque.<\/p>\n\n\n\n<p>Mais les budgets ne sont pas sans limites, et sans un cadre formel de gestion des promotions commerciales pour planifier, analyser et pr\u00e9dire les performances des promotions, vous r\u00e9duisez les prix mais \u00e9rodez vos marges b\u00e9n\u00e9ficiaires. Avec les bonnes tactiques promotionnelles et <strong><a href=\"https:\/\/ivymobility.com\/fr\/ivy-recommender\/\">recommandations<\/a><\/strong>, votre entreprise peut remporter des promotions pour am\u00e9liorer son chiffre d&#039;affaires et ses r\u00e9sultats.<\/p>\n\n\n\n<p>Dans ce blog, nous discuterons de certaines des meilleures pratiques qu&#039;une entreprise de CPG peut mettre en \u0153uvre dans ses pratiques de promotion commerciale pour un meilleur succ\u00e8s.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Adoptez une nouvelle pens\u00e9e<\/strong><\/h4>\n\n\n\n<p>Les entreprises de biens de consommation ont peut-\u00eatre encore une vision traditionnelle de la gestion des promotions commerciales, ce qui conduit \u00e0 une fausse id\u00e9e du succ\u00e8s. Le suivi de mesures sans importance ou une mesure incorrecte des ventes promotionnelles entra\u00eenent de mauvaises performances et un retour sur investissement r\u00e9duit.<\/p>\n\n\n\n<p>Le mod\u00e8le de gestion des promotions commerciales peut \u00eatre tr\u00e8s compliqu\u00e9 et, en le d\u00e9composant en&nbsp;<strong><a href=\"https:\/\/ivymobility.com\/fr\/distribution-management-system\/\">Gestion de la promotion commerciale (TPM)<\/a><\/strong>&nbsp;et Optimisation de la promotion commerciale (TPO), vous simplifiez \u00e0 l&#039;exc\u00e8s le processus.<\/p>\n\n\n\n<p>Examinez de plus pr\u00e8s la situation actuelle et voudriez peut-\u00eatre passer de la mise en \u0153uvre \u00e0 la mesure des promotions commerciales, puis aux meilleures pratiques, \u00e0 la planification et \u00e0 l&#039;optimisation. Cette approche vous aidera \u00e0 tester minutieusement les promotions pour un meilleur succ\u00e8s.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/ivymobility.com\/wp-content\/uploads\/2022\/07\/Resizer.in-62e27494ad1a5.jpg\" alt=\"Syst\u00e8me de gestion de distribution\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Mesurez les bonnes mesures<\/strong><\/h4>\n\n\n\n<p>La plupart des entreprises de biens de consommation se concentrent sur&nbsp;<strong><a href=\"https:\/\/ivymobility.com\/fr\/retail-execution\/\">vente au d\u00e9tail<\/a><\/strong>&nbsp;dollars ou dollars d&#039;exp\u00e9dition pour la mesure et essayez d&#039;\u00e9galiser les volumes de produits. Cette approche \u00e9choue lorsque vous avez des produits avec diff\u00e9rentes unit\u00e9s de mesure, comme les boissons mesur\u00e9es en caisses et les bonbons en livres.<\/p>\n\n\n\n<p>Convertissez ces mesures en mesures facilement comparables entre les produits. Vous souhaiterez peut-\u00eatre \u00e9galement mesurer vos promotions en fonction des ventes suppl\u00e9mentaires g\u00e9n\u00e9r\u00e9es pour vous aider \u00e0 estimer l&#039;impact sur votre activit\u00e9 sans qu&#039;une promotion particuli\u00e8re soit mise en place.<\/p>\n\n\n\n<p>Les mesures \u00e0 choisir d\u00e9pendent de vos processus m\u00e9tier, mais assurez-vous qu&#039;elles vous aident \u00e0 analyser les promotions de mani\u00e8re globale.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Pas tout ce qui brille&nbsp;<\/b><\/h4>\n\n\n\n<p>Vous enviez peut-\u00eatre les nouvelles promotions propos\u00e9es par votre concurrent, comme Achetez-en un, obtenez-en un gratuitement, obtenez-en 50, des packs bonus, mais sont-elles efficaces\u00a0? Vous pouvez avoir des pr\u00e9sentoirs int\u00e9ressants dans les magasins, mais sans les r\u00e9ductions de prix, cela ne fonctionne pas. BOGO (Buy One Get One) aide \u00e0 augmenter les ventes, mais si vos produits sont \u00e0 un prix plus \u00e9lev\u00e9, vous aurez besoin d&#039;un pourcentage de r\u00e9duction. Les consommateurs sont suffisamment intelligents pour laisser passer certaines promotions. Vous seriez donc mieux avec moins de promotions mais des promotions plus profondes. Choisissez ce qui fonctionne le mieux pour votre entreprise.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><b>Choisir le logiciel de gestion de promotion commerciale&nbsp;&nbsp;<\/b><\/h4>\n\n\n\n<p><strong><a href=\"https:\/\/ivymobility.com\/fr\/Blog\/the-impact-of-technology-in-the-cpg-industry\/\">Marques de grande consommation<\/a><\/strong> g\u00e9rer des centaines de promotions \u00e0 mesure que l&#039;importance de la promotion commerciale augmente. Avec un taux de croissance exponentiel, vous devriez \u00eatre en mesure de configurer et de mettre en \u0153uvre des promotions commerciales rapidement et facilement. Avec une solution robuste qui adopte un cadre TPM solide, votre entreprise b\u00e9n\u00e9ficiera d\u2019une mise en \u0153uvre plus rapide et d\u2019une meilleure optimisation avec des co\u00fbts minimis\u00e9s. Le logiciel vous aidera \u00e0 vous baser sur les donn\u00e9es dans vos promotions commerciales pour une efficacit\u00e9 \u00e0 long terme.<\/p>\n\n\n\n<p>En optant pour une solution de promotion commerciale dot\u00e9e du cadre et de la technologie appropri\u00e9s, votre entreprise est sur le point de r\u00e9ussir. Gardez ces bonnes pratiques \u00e0 l\u2019esprit lors de la configuration de votre prochaine promotion\u00a0!<\/p>","protected":false},"featured_media":3981,"template":"","meta":{"_acf_changed":true,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[14],"class_list":["post-3980","blog","type-blog","status-publish","has-post-thumbnail","hentry","categories-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Trade Promotions Best Practices for Consumer Goods<\/title>\n<meta name=\"description\" content=\"Learn all about Trade Promotional activities that CPG companies need to incorporate to boost sales and increase revenue. 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