{"id":5642,"date":"2023-11-29T10:23:33","date_gmt":"2023-11-29T10:23:33","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5642"},"modified":"2023-12-21T11:05:21","modified_gmt":"2023-12-21T04:05:21","slug":"7-nguyen-tac-trung-bay-hang-hoa-tai-diem-ban-khong-bo-qua","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/7-nguyen-tac-trung-bay-hang-hoa-tai-diem-ban-khong-bo-qua.html","title":{"rendered":"7 Nguy\u00ean t\u1eafc tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a t\u1ea1i \u0111i\u1ec3m b\u00e1n kh\u00f4ng th\u1ec3 b\u1ecf qua"},"content":{"rendered":"

Kh\u00f4ng c\u00f3 g\u00ec ph\u1ea3i b\u00e0n c\u00e3i khi n\u00f3i\u00a0tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a\u00a0\u2013 Merchandising l\u00e0 \u201cv\u0169 kh\u00ed\u201d quan tr\u1ecdng nh\u1ea5t c\u1ee7a ng\u01b0\u1eddi l\u00e0m Trade Marketing trong cu\u1ed9c chi\u1ebfn chinh ph\u1ee5c kh\u00e1ch h\u00e0ng t\u1ea1i \u0111i\u1ec3m b\u00e1n. B\u1edfi d\u00f9 l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m t\u1ed1t, c\u00f3 m\u1ed9t bao b\u00ec th\u1ef1c s\u1ef1 h\u1ea5p d\u1eabn nh\u01b0ng kh\u00f4ng t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd tr\u00ean qu\u1ea7y k\u1ec7, kh\u00f4ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1ef1a ch\u1ecdn th\u00ec v\u1eabn l\u00e0 s\u1ea3n ph\u1ea9m th\u1ea5t b\u1ea1i.\u00a0Tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m\u00a0c\u00f9ng tr\u1edf th\u00e0nh y\u1ebfu t\u1ed1 m\u00e0 b\u1ea5t c\u1ee9 doanh nghi\u1ec7p n\u00e0o c\u0169ng mu\u1ed1n t\u00ecm c\u00e1ch t\u1ed1i \u01b0u h\u00f3a s\u1ee9c m\u1ea1nh. Tuy nhi\u00ean, Merchandising ch\u1ec9 \u0111\u1eb9p, truy\u1ec1n c\u1ea3m h\u1ee9ng l\u00e0 ch\u01b0a \u0111\u1ee7, m\u00e0 c\u00f2n ph\u1ea3i bi\u1ebft cung c\u1ea5p \u0111\u00fang th\u1ee9 ng\u01b0\u1eddi mua c\u1ea7n, n\u00f3i \u0111\u00fang th\u00f4ng \u0111i\u1ec7p m\u00e0 h\u1ecd mu\u1ed1n nghe, hay n\u00f3i c\u00e1ch kh\u00e1c l\u00e0 ph\u1ea3i \u201cg\u00e3i \u0111\u00fang ch\u1ed7 ng\u1ee9a\u201d Shopper \u0111ang g\u1eb7p ph\u1ea3i.<\/strong><\/em><\/p>\n

V\u1eady l\u00e0m c\u00e1ch n\u00e0o \u0111\u1ec3 vi\u1ec7c tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a \u0111\u1ea1t hi\u1ec7u qu\u1ea3 cao, t\u1ed1i \u01b0u h\u00f3a \u0111\u01b0\u1ee3c s\u1ee9c c\u1ea1nh tranh c\u1ee7a s\u1ea3n ph\u1ea9m? H\u00e3y c\u00f9ng tham kh\u1ea3o 7 b\u00ed quy\u1ebft d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n

\"\"<\/b><\/h2>\n

1. Hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/b><\/h2>\n

M\u1ed7i d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u1ec1u c\u00f3 m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau kh\u00e1c nhau. D\u00f2ng s\u1ea3n ph\u1ea9m b\u00ecnh d\u00e2n h\u01b0\u1edbng \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 m\u1ee9c thu nh\u1eadp trung b\u00ecnh, th\u01b0\u1eddng xuy\u00ean mua h\u00e0ng t\u1ea1i nh\u1eefng \u0111\u1ea1i l\u00fd\/ \u0111i\u1ec3m b\u00e1n l\u1ebb \u0111\u1ea1i tr\u00e0. C\u00e1ch l\u1ef1a ch\u1ecdn h\u00e0ng c\u0169ng kh\u00e1c bi\u1ec7t ho\u00e0n to\u00e0n so v\u1edbi nh\u1eefng ng\u01b0\u1eddi c\u00f3 m\u1ee9c chi ti\u00eau mua s\u1eafm cao, khi nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng cao c\u1ea5p n\u00e0y ch\u1ee7 y\u1ebfu \u0111\u1ebfn nh\u1eefng trung t\u00e2m th\u01b0\u01a1ng m\u1ea1i, \u0111i\u1ec3m b\u00e1n l\u1ebb sang tr\u1ecdng. N\u00f3i nh\u01b0 v\u1eady \u0111\u1ec3 kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng, m\u1ed7i kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau s\u1ebd c\u00f3 c\u00e1ch tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m kh\u00e1c bi\u1ec7t. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eafp x\u1ebfp h\u00e0ng h\u00f3a d\u1ef1a theo \u0111\u1ed9 tu\u1ed5i, thu th\u1eadp, tr\u00ecnh \u0111\u1ed9 gi\u00e1o d\u1ee5c nh\u01b0ng hi\u1ec7u qu\u1ea3 nh\u1ea5t l\u00e0 theo s\u1edf th\u00edch, h\u00e0nh vi v\u00e0 phong c\u00e1ch s\u1ed1ng. Nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u00f3 s\u1ebd t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp t\u1edbi vi\u1ec7c h\u1ecd c\u00f3 quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng hay kh\u00f4ng.<\/p>\n

2. K\u1ebft h\u1ee3p 5 gi\u00e1c quan<\/b><\/h2>\n

Con ng\u01b0\u1eddi c\u1ea3m nh\u1eadn th\u1ebf gi\u1edbi qua 5 gi\u00e1c quan, v\u00ec v\u1eady trong m\u1ed9t kh\u00f4ng gian b\u00e1n l\u1ebb, c\u1ea7n c\u1ed1 g\u1eafng t\u1eadn d\u1ee5ng hi\u1ec7u \u1ee9ng \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng l\u00ean c\u1ea3 5 gi\u00e1c quan, t\u1ed1i \u01b0u h\u00f3a qu\u00e1 tr\u00ecnh tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1edfi n\u1ebfu th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng c\u00f3 c\u00e1c t\u00edn hi\u1ec7u \u0111\u1ee7 h\u1ea5p d\u1eabn gi\u1eefa m\u1ed9t \u201cbi\u1ec3n\u201d th\u00f4ng tin th\u00ec d\u00f9 xu\u1ea5t hi\u1ec7n bao l\u00e2u, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u0169ng s\u1ebd kh\u00f4ng l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u khi ra quy\u1ebft \u0111\u1ecbnh chi ti\u00eau. Thu\u1eadt ng\u1eef chuy\u00ean ng\u00e0nh g\u1ecdi c\u00e1ch l\u00e0m n\u00e0y l\u00e0 Sensory Branding \u2013 L\u00e0m th\u01b0\u01a1ng hi\u1ec7u theo gi\u00e1c quan.<\/p>\n

    \n
  • Th\u1ecb gi\u00e1c: H\u00e0nh vi mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng ch\u1ecbu t\u00e1c \u0111\u1ed9ng m\u1ea1nh b\u1edfi nh\u1eefng y\u1ebfu t\u1ed1 kh\u00e1c bi\u1ec7t tr\u00ean qu\u1ea7y k\u1ec7 nh\u01b0 m\u00e0u s\u1eafc, c\u00e1ch s\u1eafp x\u1ebfp (c\u00e2n b\u1eb1ng, \u0111\u1ed1i x\u1ee9ng, kim t\u1ef1 th\u00e1p), hi\u1ec7u \u1ee9ng m\u00e0u s\u1eafc hay khuy\u1ebfn m\u00e3i\u2026 \u0110\u00e2y l\u00e0 c\u00e1ch th\u1ee9c \u0111\u01b0\u1ee3c nhi\u1ec1u doanh nghi\u1ec7p \u00e1p d\u1ee5ng hi\u1ec7n nay \u0111\u1ec3 thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n \u00e1nh nh\u00ecn kh\u00e1ch h\u00e0ng<\/li>\n
  • Th\u00ednh gi\u00e1c: K\u00edch th\u00edch vi\u1ec7c mua s\u1eafm v\u00e0 gia t\u0103ng th\u1eddi gian \u1edf l\u1ea1i c\u1eeda h\u00e0ng b\u1eb1ng \u00e2m nh\u1ea1c. T\u00f9y t\u1eebng \u0111\u1ed1i t\u01b0\u1ee3ng s\u1ebd c\u00f3 nh\u1eefng lo\u1ea1i nh\u1ea1c kh\u00e1c nhau: V\u00ed d\u1ee5 c\u1eeda h\u00e0ng H\u00e0n Qu\u1ed1c v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng l\u00e0 ng\u01b0\u1eddi tr\u1ebb n\u00ean m\u1edf Kpop ho\u1eb7c Ballad; ng\u01b0\u1eddi l\u1edbn tu\u1ed5i n\u00ean d\u00f9ng nh\u1ea1c ch\u1eadm, du d\u01b0\u01a1ng.<\/li>\n
  • X\u00fac gi\u00e1c: \u1ede \u0111\u00e2y l\u00e0 ch\u1ea1m, m\u1eb7c th\u1eed, d\u00f9ng th\u1eed\u2026 Ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng nhanh h\u01a1n n\u1ebfu \u0111\u01b0\u1ee3c tr\u1ef1c ti\u1ebfp tr\u1ea3i nghi\u1ec7m, ki\u1ec3m tra s\u1ea3n ph\u1ea9m.<\/li>\n
  • Kh\u1ee9u gi\u00e1c: \u201cM\u1ed9t c\u1eeda h\u00e0ng c\u1ee7a Nike \u0111\u00e3 t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng l\u00ean 80% nh\u1edd v\u00e0o s\u1eed d\u1ee5ng m\u00f9i h\u01b0\u01a1ng th\u00edch h\u1ee3p\u201d \u2013 chia s\u1ebb c\u1ee7a Mr. Nguy\u1ec5n \u0110\u1ee9c S\u01a1n \u2013 Gi\u00e1m \u0111\u1ed1c \u0110i\u1ec1u h\u00e0nh Richard Moore Associates, C\u00f4ng ty t\u01b0 v\u1ea5n th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a M\u1ef9 \u0111\u00e3 ho\u1ea1t \u0111\u1ed9ng t\u1ea1i Vi\u1ec7t Nam. S\u1eed d\u1ee5ng m\u1ed9t m\u00f9i h\u01b0\u01a1ng th\u00edch h\u1ee3p s\u1ebd t\u00e1c \u0111\u1ed9ng m\u1ea1nh m\u1ebd \u0111\u1ebfn tr\u00ed nh\u1edb v\u00e0 c\u1ea3m x\u00fac c\u1ee7a shopper<\/li>\n
  • V\u1ecb gi\u00e1c: Th\u01b0\u1eddng \u00e1p d\u1ee5ng trong ng\u00e0nh th\u1ef1c ph\u1ea9m khi cho kh\u00e1ch h\u00e0ng n\u1ebfm th\u1eed, tr\u1ea3i nghi\u1ec7m h\u01b0\u01a1ng v\u1ecb s\u1ea3n ph\u1ea9m<\/li>\n<\/ul>\n

    Doanh nghi\u1ec7p n\u00ean t\u00e1c \u0111\u1ed9ng l\u00ean nhi\u1ec1u gi\u00e1c quan c\u1ee7a ng\u01b0\u1eddi mua h\u00e0ng c\u00f9ng l\u00fac, \u0111\u1ed3ng th\u1eddi gi\u00fap h\u1ecd h\u00ecnh dung chi ti\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m \u0111\u1ec3 t\u0103ng m\u1ee9c \u0111\u1ed9 mua h\u00e0ng. V\u00ed d\u1ee5, \u0111\u1ed1i v\u1edbi kinh doanh \u0111\u1ed3 n\u1ed9i th\u1ea5t n\u00ean c\u00f3 nh\u1eefng khu tr\u01b0ng b\u00e0y h\u00e0ng m\u1eabu \u0111\u01b0\u1ee3c s\u1eafp x\u1ebfp nh\u01b0 m\u1ed9t ng\u00f4i nh\u00e0 ho\u00e0n ch\u1ec9nh (c\u00f3 \u00e2m nh\u1ea1c, \u00e1nh s\u00e1ng, m\u00f9i th\u01a1m\u2026). Ng\u01b0\u1eddi d\u00f9ng tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m nh\u01b0 trong ch\u00ednh ng\u00f4i nh\u00e0 c\u1ee7a h\u1ecd.<\/p>\n

    3. Quy t\u1eafc tay ph\u1ea3i<\/b><\/h2>\n

    Ph\u1ea3i \u0111\u1ebfn 90% ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam khi \u0111i v\u00e0o m\u1ed9t c\u1eeda h\u00e0ng \u0111\u1ec1u r\u1ebd sang ph\u1ea3i m\u1ed9t c\u00e1ch v\u00f4 th\u1ee9c, sau \u0111\u00f3 h\u1ecd c\u00f3 th\u00f3i quen quay l\u1ea1i ngay khi t\u00ecm \u0111\u01b0\u1ee3c m\u00f3n \u0111\u1ed3 c\u1ea7n thi\u1ebft (tr\u00ean con \u0111\u01b0\u1eddng c\u0169). V\u00ec v\u1eady, c\u1ea7n v\u1ebd ra m\u1ed9t l\u1ed9 tr\u00ecnh \u0111\u1ec3 kh\u00e1ch h\u00e0ng ti\u1ebfp t\u1ee5c \u0111i kh\u1eafp c\u1eeda h\u00e0ng, nh\u00ecn ng\u1eafm nh\u1eefng s\u1ea3n ph\u1ea9m kh\u00e1c. B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1eb7t nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 nhi\u1ec1u nh\u1ea5t \u1edf cu\u1ed1i c\u00f9ng, c\u00f2n \u0111o\u1ea1n \u0111\u01b0\u1eddng di chuy\u1ec3n l\u00e0 n\u01a1i c\u00e1c doanh nghi\u1ec7p th\u1ecfa s\u1ee9c thu h\u00fat \u00e1nh nh\u00ecn c\u1ee7a ng\u01b0\u1eddi d\u00f9ng<\/p>\n

    <\/b>4. T\u1eadn d\u1ee5ng t\u1ed1t \u201c\u0111i\u1ec3m tham chi\u1ebfu\u201d<\/b><\/h2>\n

    \u0110i\u1ec3m tham chi\u1ebfu l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m trong kinh t\u1ebf h\u1ecdc h\u00e0nh vi, ch\u1ec9 v\u1ec1 xu h\u01b0\u1edbng thi\u00ean l\u1ec7ch c\u1ee7a con ng\u01b0\u1eddi khi d\u1ef1a qu\u00e1 nhi\u1ec1u v\u00e0o th\u00f4ng tin \u0111\u1ea7u ti\u00ean \u0111\u01b0\u1ee3c bi\u1ebft. Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n h\u01a1n, trong mua s\u1eafm, vi\u1ec7c nh\u00ecn th\u1ea5y nh\u1eefng m\u1eb7t h\u00e0ng \u0111\u1eaft ti\u1ec1n \u0111\u1ea7u ti\u00ean (nh\u1ea5t l\u00e0 nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f9ng lo\u1ea1i) l\u00e0m cho ng\u01b0\u1eddi mua s\u1eb5n s\u00e0ng tr\u1ea3 m\u1ee9c gi\u00e1 cao h\u01a1n v\u00e0 ng\u01b0\u1ee3c l\u1ea1i.<\/p>\n

    V\u00ed d\u1ee5 d\u1ec5 h\u00ecnh dung nh\u1ea5t v\u1ec1 \u0111i\u1ec3m tham chi\u1ebfu l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u1edf qu\u00ea ra th\u1ea5y \u1edf ph\u1ed1 c\u00e1i g\u00ec c\u0169ng \u0111\u1eaft v\u00e0 ng\u01b0\u1ee3c l\u1ea1i nh\u1eefng ng\u01b0\u1eddi \u1edf ch\u1ed1n ph\u1ed3n hoa v\u1ec1 mi\u1ec1n th\u00f4n qu\u00ea s\u1ebd c\u00f3 c\u1ea3m gi\u00e1c c\u00e1i g\u00ec c\u0169ng r\u1ebb. Tr\u00ean th\u1ef1c t\u1ebf, h\u1ea7u h\u1ebft c\u00e1c trung t\u00e2m th\u01b0\u01a1ng m\u1ea1i hay si\u00eau th\u1ecb \u0111\u1ec1u \u00e1p d\u1ee5ng hi\u1ec7u \u1ee9ng n\u00e0y, b\u1eaft \u0111\u1ea7u t\u1eeb c\u1ed5ng \u0111i v\u00e0o, c\u00e1c h\u00e0ng h\u00f3a th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eafp x\u1ebfp t\u1eeb gi\u00e1 cao \u0111\u1ebfn gi\u00e1 th\u1ea5p. Tuy nhi\u00ean, \u0111i\u1ec3m tham chi\u1ebfu ch\u1ec9 n\u00ean \u0111\u01b0\u1ee3c t\u1eadn d\u1ee5ng khi hi\u1ec3u m\u1ed9t c\u00e1ch s\u00e2u s\u1eafc t\u00e2m l\u00fd ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng \u0111\u00fang \u0111\u1eafn n\u1ebfu kh\u00f4ng s\u1ebd t\u1ea1o hi\u1ec7u qu\u1ea3 ng\u01b0\u1ee3c.<\/p>\n

    5. L\u00e0m kh\u00e1ch h\u00e0ng \u0111i ch\u1eadm l\u1ea1i<\/b><\/h2>\n

    Kh\u00f4ng ai mu\u1ed1n kh\u00e1ch h\u00e0ng \u0111\u1ebfn v\u00e0 \u0111i qu\u00e1 nhanh b\u1edfi n\u00f3 s\u1ebd l\u00e0m gi\u1ea3m c\u01a1 h\u1ed9i h\u00e0ng h\u00f3a \u0111\u01b0\u1ee3c b\u00e1n ra, v\u00e0 c\u00e1c doanh nghi\u1ec7p kh\u00f4ng c\u00f3 c\u01a1 h\u1ed9i qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m m\u1edbi. V\u00ec v\u1eady, \u0111i\u1ec1u quan tr\u1ecdng trong tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a l\u00e0 ph\u1ea3i khi\u1ebfn shopper ph\u1ea3i d\u00e0nh nhi\u1ec1u th\u1eddi gian tr\u00ean h\u00e0nh tr\u00ecnh mua h\u00e0ng t\u1ee9c l\u00e0 ph\u1ea3i t\u1ea1o ra s\u1ef1 gi\u00e1n \u0111o\u1ea1n v\u1edbi m\u1ee5c \u0111\u00edch mua s\u1eafm ban \u0111\u1ea7u. M\u1ed9t s\u1ed1 ph\u01b0\u01a1ng ph\u00e1p \u0111ang \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng nh\u01b0 \u0111\u1eb7t m\u00e0n h\u00ecnh qu\u1ea3ng c\u00e1o, m\u1ed9t b\u1ea3ng bi\u1ec3n \u1ea5n t\u01b0\u1ee3ng hay t\u00ecm c\u00e1ch l\u00e0m n\u1ed5i b\u1eadt h\u00e0ng h\u00f3a gi\u1eefa l\u1ed1i \u0111i ho\u1eb7c g\u1ea7n cu\u1ed1i. Cu\u1ed1i c\u00f9ng, b\u1ea1n n\u00ean thay \u0111\u1ed5i \u00a0\u201c\u0111i\u1ec3m nh\u1ea5n\u201d h\u00e0ng tu\u1ea7n ho\u1eb7c \u0111\u1ee7 th\u01b0\u1eddng xuy\u00ean \u0111\u1ec3 t\u1ea1o ra c\u1ea3m gi\u00e1c m\u1edbi l\u1ea1 cho kh\u00e1ch h\u00e0ng c\u0169.<\/p>\n

    6. Quy t\u1eafc nh\u00f3m 3 s\u1ea3n ph\u1ea9m<\/b><\/h2>\n

    Trong m\u1ed9t s\u1ed1 ng\u00e0nh h\u00e0ng kinh doanh, \u0111\u1eb7c bi\u1ec7t l\u00e0 th\u1eddi trang, m\u1ef9 ph\u1ea9m doanh nghi\u1ec7p th\u01b0\u1eddng thi\u1ebft k\u1ebf nh\u1eefng khu v\u1ef1c tr\u01b0ng b\u00e0y theo nh\u00f3m \u0111\u1ec3 ti\u1ebft ki\u1ec7m th\u1eddi gian khi ch\u1ecdn l\u1ef1a, ph\u1ed1i \u0111\u1ed3. V\u00ed d\u1ee5: B\u00ean c\u1ea1nh m\u1ed9t chi\u1ebfc \u00e1o s\u01a1 mi s\u1ebd c\u00f3 th\u00eam cavat, th\u1eaft l\u01b0ng, qu\u1ea7n \u00e2u cao c\u1ea5p; th\u1eadm ch\u00ed c\u1ea3 m\u1ed9t \u0111\u00f4i gi\u00e0y \u2013 \u0111\u1ea7y \u0111\u1ee7 m\u1ed9t set \u0111\u1ed3 cho d\u00e2n c\u00f4ng s\u1edf. Vi\u1ec7c ph\u00e2n lo\u1ea1i nh\u00f3m c\u00f3 th\u1ec3 theo s\u1ef1 t\u01b0\u01a1ng \u0111\u1ed3ng v\u1ec1 gi\u00e1, ch\u1ee7ng lo\u1ea1i, k\u00edch th\u01b0\u1edbc, m\u00e0u s\u1eafc\u2026.<\/p>\n

    M\u1ed9t nguy\u00ean t\u1eafc trong tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a l\u00e0 kh\u00f4ng n\u00ean tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m ngang h\u00e0ng b\u1edfi m\u1eaft ng\u01b0\u1eddi d\u00f9ng s\u1ebd \u0111\u1ee9ng y\u00ean khi nh\u00ecn th\u1ea5y c\u00e1ch s\u1eafp x\u1ebfp nh\u01b0 v\u1eady. T\u1ed1t nh\u1ea5t h\u00e3y tr\u01b0ng b\u00e0y theo c\u00e1ch 3 s\u1ea3n ph\u1ea9m t\u1ea1o th\u00e0nh 1 nh\u00f3m, v\u00ed d\u1ee5 theo nguy\u00ean t\u1eafc kim t\u1ef1 th\u00e1p: th\u1ea5p \u2013 trung b\u00ecnh \u2013 cao . Vi\u1ec7c s\u1eafp x\u1ebfp theo \u0111\u1ed9 cao kh\u00f4ng \u0111\u1ed3ng nh\u1ea5t khi\u1ebfn m\u1eaft ng\u01b0\u1eddi d\u00f9ng ph\u1ea3i di chuy\u1ec3n nhi\u1ec1u h\u01a1n, quan s\u00e1t k\u1ef9 h\u01a1n s\u1ea3n ph\u1ea9m v\u00e0 t\u1ea1o ra hi\u1ec7u \u1ee9ng th\u1ecb gi\u00e1c m\u1ea1nh m\u1ebd, t\u1eeb \u0111\u00f3 k\u00edch th\u00edch mua h\u00e0ng.<\/p>\n

    7. Chi\u1ebfn th\u1eafng th\u00f4ng qua nguy\u00ean t\u1eafc AVA<\/b><\/h2>\n

    AVA vi\u1ebft t\u1eaft c\u1ee7a 3 t\u1eeb: \u201cAvailability\u201d, \u201cVisibility\u201d v\u00e0 \u201cAffordability\u201d \u2013 l\u00e0 3 y\u1ebfu t\u1ed1 li\u00ean quan m\u1eadt thi\u1ebft \u0111\u1ebfn kh\u1ea3 n\u0103ng tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a c\u1ee7a \u0111i\u1ec3m b\u00e1n.<\/p>\n

    \u2013 Availability: h\u00e0ng h\u00f3a s\u1eb5n c\u00f3 t\u1ea1i \u0111i\u1ec3m b\u00e1n, ngh\u0129a l\u00e0 ph\u1ea3i \u0111\u1ea3m b\u1ea3o \u0111\u1ee7 2 y\u1ebfu t\u1ed1:<\/p>\n

      \n
    • Right pack (\u0111\u00fang chu\u1ea9n): s\u1ea3n ph\u1ea9m \u0111\u1ea1t ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 \u0111\u00fang m\u00e3 SKU t\u1ea1i \u0111i\u1ec3m b\u00e1n.<\/li>\n
    • On shelf availability \u2013 OSA: h\u00e0ng h\u00f3a s\u1eb5n c\u00f3 tr\u00ean k\u1ec7, h\u1ed7 tr\u1ee3 ng\u01b0\u1eddi b\u00e1n qu\u1ea3n l\u00fd qu\u1ea7y (quan t\u00e2m \u0111\u1ebfn nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi mua)<\/li>\n<\/ul>\n

      \u2013 Visibility: h\u00e0ng h\u00f3a hi\u1ec7n di\u1ec7n m\u1ed9t c\u00e1ch d\u1ec5 th\u1ea5y v\u00e0 \u1ea5n t\u01b0\u1ee3ng, b\u1eb1ng c\u00e1ch:<\/p>\n

        \n
      • Ph\u00e2n chia di\u1ec7n t\u00edch trong qu\u1ea7y 1 c\u00e1ch khoa h\u1ecdc.<\/li>\n
      • C\u00e1ch th\u1ee9c tr\u01b0ng b\u00e0y \u1ea5n t\u01b0\u1ee3ng l\u00e0m cho h\u00e0ng h\u00f3a \u201cca h\u00e1t\u201d tr\u00ean qu\u1ea7y<\/li>\n
      • C\u00f3 c\u00e1c v\u1eadt ph\u1ea9m tr\u01b0ng b\u00e0y (POSM)<\/li>\n
      • C\u00e1c k\u00ea\u0323 tr\u01b0ng ba\u0300y ph\u00f9 h\u1ee3p v\u1edbi kh\u00f4ng gian<\/li>\n<\/ul>\n

        \u2013 Affordability: h\u1ed7 tr\u1ee3 mua h\u00e0ng<\/p>\n

          \n
        • Qu\u1ea3n l\u00fd b\u00e1n \u0111\u00fang gi\u00e1 s\u1ea3n ph\u1ea9m<\/li>\n
        • Tri\u1ec3n khai c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, k\u00edch th\u00edch mua h\u00e0ng.<\/li>\n<\/ul>\n

          Ph\u1ea7n m\u1ec1m h\u1ed7 tr\u1ee3 qu\u1ea3n l\u00fd tr\u01b0ng b\u00e0y t\u1ea1i \u0111i\u1ec3m b\u00e1n\u00a0<\/b><\/h2>\n
          \"7<\/p>\n

          B\u00ean c\u1ea1nh vi\u1ec7c t\u00ednh to\u00e1n c\u00e1ch th\u1ee9c tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a h\u1ee3p l\u00fd \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o ph\u00f2ng d\u1ecbch nh\u01b0ng v\u1eabn thu h\u00fat kh\u00e1ch h\u00e0ng, c\u00e1c \u0111i\u1ec3m b\u00e1n l\u1ebb c\u00f2n c\u1ea7n tu\u00e2n th\u1ee7 c\u00e1c \u0111i\u1ec1u ki\u1ec7n tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a \u0111\u00fang v\u1edbi cam k\u1ebft \u0111\u00e3 k\u00fd v\u1edbi NSX \u2013 NPP.<\/p>\n<\/div>\n

          Th\u1ef1c t\u1ebf, khi c\u00e1c \u0111i\u1ec3m b\u00e1n k\u00fd h\u1ee3p \u0111\u1ed3ng tri\u1ec3n khai ch\u01b0\u01a1ng tr\u00ecnh tr\u01b0ng b\u00e0y v\u1edbi c\u00e1c doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t, nh\u00e0 ph\u00e2n ph\u1ed1i \u0111\u1ec3 \u01b0u ti\u00ean s\u1ea3n ph\u1ea9m c\u1ee7a h\u00e3ng \u1edf v\u1ecb tr\u00ed \u201c\u0111\u1eafc \u0111\u1ecba\u201d nh\u01b0 \u0111\u1ea7u line h\u00e0ng (\u0111\u1ea7u k\u1ec7) th\u00ec c\u0169ng r\u1ea5t kh\u00f3 \u0111\u1ec3 t\u00f9y \u00fd s\u1eafp x\u1ebfp c\u00e1c m\u1eb7t h\u00e0ng kh\u00e1c.<\/p>\n

          \u0110\u1ec3 t\u1ed1i \u01b0u h\u00f3a qu\u1ea3n l\u00fd tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m, nhi\u1ec1u doanh nghi\u1ec7p ph\u00e2n ph\u1ed1i \u0111\u1ea9y m\u1ea1nh s\u1eed d\u1ee5ng gi\u1ea3i ph\u00e1p DMS.<\/p>\n

          Theo \u0111\u00f3 nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng s\u1ebd b\u00e1o c\u00e1o t\u00ecnh h\u00ecnh tr\u01b0ng b\u00e0y t\u1ea1i \u0111i\u1ec3m b\u00e1n b\u1eb1ng h\u00ecnh \u1ea3nh th\u00f4ng qua \u1ee9ng d\u1ee5ng tr\u00ean di \u0111\u1ed9ng, d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt ngay l\u1eadp t\u1ee9c cho nh\u00e0 qu\u1ea3n l\u00fd \u0111\u1ec3 c\u00f3 h\u01b0\u1edbng ch\u1ec9 \u0111\u1ea1o ph\u00f9 h\u1ee3p. \u0110\u1ed3ng th\u1eddi, ph\u1ea7n m\u1ec1m DMS cung c\u1ea5p t\u00ednh n\u0103ng ch\u1ea5m \u0111i\u1ec3m tr\u01b0ng b\u00e0y, \u0111\u00e1nh gi\u00e1 \u0111i\u1ec3m b\u00e1n n\u00e0o th\u1ef1c hi\u1ec7n t\u1ed1t hay c\u1ea7n thay \u0111\u1ed5i nh\u1eb1m t\u0103ng s\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa doanh nghi\u1ec7p v\u00e0 th\u1ecb tr\u01b0\u1eddng.<\/p>\n

          <\/div>\n","protected":false},"excerpt":{"rendered":"

          Kh\u00f4ng c\u00f3 g\u00ec ph\u1ea3i b\u00e0n c\u00e3i khi n\u00f3i\u00a0tr\u01b0ng b\u00e0y h\u00e0ng h\u00f3a\u00a0\u2013 Merchandising l\u00e0 \u201cv\u0169 kh\u00ed\u201d quan tr\u1ecdng nh\u1ea5t c\u1ee7a ng\u01b0\u1eddi l\u00e0m Trade Marketing trong cu\u1ed9c chi\u1ebfn chinh ph\u1ee5c kh\u00e1ch h\u00e0ng t\u1ea1i \u0111i\u1ec3m b\u00e1n. B\u1edfi d\u00f9 l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m t\u1ed1t, c\u00f3 m\u1ed9t bao b\u00ec th\u1ef1c s\u1ef1 h\u1ea5p d\u1eabn nh\u01b0ng kh\u00f4ng t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,234],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5642"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=5642"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5642\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}