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„Przenieś swój sklep na wyższy poziom” - Akademia Trade Marketingu

Wiadomości

„Przenieś swój sklep na wyższy poziom” - Akademia Trade Marketingu

Czwartek, 13 czerwca 2019
11 czerwca w Hotelu Marriott w Warszawie blisko 100 właścicieli sklepów i osób zarządzających sieciami handlowymi miało niepowtarzalną okazję uczestniczenia w warsztatach pod hasłem „Przenieś swój sklep na wyższy poziom” dotyczących nowoczesnych rozwiązań w zakresie komunikacji i sprzedaży na poziomie retailu.

Akademia stanowiła kontynuację ubiegłorocznej Konferencji Trade Marketingu, która zgromadziła ponad 100 specjalistów z sektora FMCG i retailu. W tej edycji warsztaty skierowane były do przedstawicieli handlu detalicznego a poprowadzili je specjaliści – praktycy trade marketingu sektora FMCG oraz eksperci. Akademia podzielona była na 11 bloków tematycznych, a wśród prelegentów znaleźli się przedstawiciele firm: PwC, Nielsen, Colian, Mago, 4Mat, Territory Influence, Bank Pekao S.A., Grupy Specjał i Shop Doctor.

Eksperci szczególnie skupili się na aspektach związanych z prawidłowym i efektywnym funkcjonowaniem sklepu detalicznego w bardzo konkurencyjnych uwarunkowaniach rynkowych.

Podczas pierwszych wykładów Sklep i jego otoczenie oraz Wizualizacja placówki handlowej, które poprowadził dr Marek Borowiński, Shop Doctor, słuchacze mieli okazję dowiedzieć się, co zrobić, aby sklep odpowiadał na potrzeby okolicznych mieszkańców, a także jak ważna jest wizualizacja palcówki i dobre samopoczucie klienta.

W kolejnym wystąpieniu przedstawiciele Grupy MAGO: Maciej Czapiewski, Business Innovation Manager i Dawid Marczak, Creative Team Manager przedstawili nowości z zakresu wyposażenia sklepów oraz Innowacje technologiczne w branży Retail.


Posiadając już wiedzę na temat otoczenia i wizualizacji placówki handlowej, a także znając możliwości w zakresie wyposażenia sklepowego, pojawiło się pytanie: skąd wziąć na to środki? Wyczerpująco odpowiedział na nie: Michał Karczewski, Dyrektor ds. Zarządzania Segmentem Mikro w Banku Pekao S.A.


Kolejne dwa panele: Zarządzanie kategoriami produktowymi oraz Merchandising w sklepie spożywczym poprowadził Mariusz Jaroszewski, Head of Category Management w firmie Colian, który wyjątkowo zaciekawił słuchaczy wnioskami dotyczącymi kategorii słodyczy czekoladowych.

Co zrobić, aby klienci byli bardziej aktywni w zakupach, jak zwiększyć koszyk zakupowy oraz jakie są zasady organizowania akcji promocyjnych w sklepie – polscy kupcy dowiedzieli się podczas prezentacji Sposoby aktywowania klientów i budowanie lojalności, którą poprowadziły: Anna Szcześniak, Chief Executive Officer i Halina Kwaśniewska, Field Account Manager z Formacji Marketingowej „4MAT”.

O tym jak zmieniał się rynek i konsument FMCG na przestrzeni ostatnich 10 lat opowiedziały ekspertki z firmy Nielsen Polska - Beata Kaczorek, Dyrektor Badań Konsumenckich i Shopperowych oraz Małgorzata Cichecka, Sales Effectiveness Director.

Maciej Kroenke, Dyrektor Działu Doradztwa Biznesowego w PwC poprowadził ciekawy wykład o trendach w handlu detalicznym, a także udzielił ważnych porad – jak się do nich dostosować oraz jak być konkurencyjnym w handlu w długim okresie czasu.


W kolejnym wystąpieniu eksperci z firmy Territory Influence Polska - Rafał Krauze, Country Manager oraz Andrzej Wierzchoń, Sales & Business Development Senior Manager – omówili temat Influencer Marketingu i sposobów budowania wartościowej więzi z konsumentem końcowym. 


Dla wielu handlowców w obliczu zmieniających się warunków rynkowych interesującym okazał się warsztat związany z grupami zakupowymi i systemami franczyzowymi, o których opowiedział Tomasz Gąsior, Dyrektor ds. franczyzy w Grupie Specjał i w sieci handlowej Nasz Sklep.


Warsztaty poprowadził duet znany z cyklu edukacyjnego „Zmieniaj sklep, zwiększaj zyski” – Joanna Kowalska, Redaktorka miesięcznika Hurt & Detal oraz Dr Marek Borowiński, założyciel firmy Shop Doctor.


Organizatorem wydarzenia była firma Fischer Trading Group Sp. z o.o. – wydawca Ogólnopolskiego Miesięcznika HURT & DETAL i Magazynu Food from Poland.


Mamy nadzieję, że wszystkie poruszone tematy i zaprezentowane rozwiązania pomogą naszym Czytelnikom – Detalistom – przenieść ich sklepy na wyższy poziom, co przyczyni się do osiągania jeszcze wyższych zysków.

tagi: Akademia, Trade, Marketingu, marriott, warszawa, Przenieś, swój, sklep, na, wyższy, poziom,


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