ENTENDIMENTO DAS OPINIÕES DOS VAREJISTAS COM INTERVENÇÃO DE GERENCIAMENTO DE CATEGORIA EM PAPELARIAS
DOI:
10.30781/repad.v5i2.11412Keywords:
Gerenciamento de categorias, Alocação de espaço, Varejo, Categoria de papelAbstract
Um dos grandes desafios do pequeno varejo brasileiro é ter acesso a ferramentas para gestão do espaço físico das lojas, em virtude do custo de oportunidade do uso do limitado espaço entre produtos que competem entre si por visibilidade. Iniciativas de Gerenciamento de Categorias podem suprir parte desta demanda, e facilitar a interação entre varejista e indústria, através da troca de informações e do incremento dos resultados. O objetivo deste estudo foi verificar se uma alteração no modelo de exposição da categoria de papel em seis papelarias resultaria em mudança na percepção dos lojistas acerca do novo layout e dos materiais de exposição e comunicação da categoria nas suas papelarias. Os resultados confirmam que as intervenções executadas impactaram positivamente a opinião dos varejistas que participaram do piloto. Foi possível identificar que a categoria de papel não tinha padrão de exposição nem estratégia de comunicação dentro das lojas. Por meio do piloto foi possível criar um plano de exposição e comunicação eficientes, que valorizaram a categoria e consequentemente agregaram valor as lojas participantes.
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