{"id":4401,"date":"2021-07-21T06:07:51","date_gmt":"2021-07-21T06:07:51","guid":{"rendered":"https:\/\/ccib.ro\/afacerea\/?p=4401"},"modified":"2021-07-23T05:47:05","modified_gmt":"2021-07-23T05:47:05","slug":"cum-a-modificat-pandemia-preferintele-consumatorilor-si-regulile-campaniilor-promotionale","status":"publish","type":"post","link":"https:\/\/revista-afacerea.ro\/afacerea\/cum-a-modificat-pandemia-preferintele-consumatorilor-si-regulile-campaniilor-promotionale\/","title":{"rendered":"Cum a modificat pandemia preferin\u021bele consumatorilor \u0219i regulile campaniilor promo\u021bionale?"},"content":{"rendered":"
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\"\"Comer\u021bul \u0219i industria bunurilor de larg consum \u00ee\u0219i schimb\u0103 rapid strategia de marketing \u0219i de v\u00e2nz\u0103ri, pentru a se adapta la noile cerin\u021be dictate de pandemie. \u00cen opinia Cameliei Malahov, Director, Taxe Directe, Deloitte Rom\u00e2nia, pentru a se pozi\u021biona corect pe pia\u021b\u0103, companiile trebuie s\u0103 analizeze cum a influen\u021bat perioada pandemiei preferin\u021bele consumatorilor \u0219i s\u0103 \u00ee\u0219i creioneze strategiile de v\u00e2nzare \u0219i de marketing, acord\u00e2nd totodat\u0103 aten\u021bie \u0219i implica\u021biilor fiscale ap\u0103rute \u00een procesul de promovare a produselor.<\/p>\n

Conform specialistului citat, at\u00e2t la nivel global, c\u00e2t \u0219i \u00een Rom\u00e2nia, prioritatea produc\u0103torilor de bunuri de consum este adaptarea la schimb\u0103rile care au intervenit recent \u00een preferin\u021bele consumatorilor. \u201cSpre exemplu, direc\u021bionarea aten\u021biei asupra produselor ce con\u021bin materie prim\u0103 produs\u0103 local, cu scopul de a sprijini companiile autohtone, conduce la cre\u0219terea preocup\u0103rii comercian\u021bilor de a transmite povestea din spatele produselor \u0219i de a comunica provenien\u021ba ingredientelor\u201d, puncteaz\u0103 Camelia Malahov. \u00cen aceea\u0219i not\u0103 a schimb\u0103rilor comportamentale, se observ\u0103 \u0219i grija consumatorilor fa\u021b\u0103 de impactul pe care produsele cump\u0103rate \u00eel au asupra mediului, cresc\u00e2nd ponderea produselor sustenabile \u00een preferin\u021bele acestora, chiar dac\u0103 sunt mai scumpe dec\u00e2t cele care nu respect\u0103 astfel de cerin\u021be.<\/p>\n

Din perspectiva canalelor de distribu\u021bie, tot mai multe companii consider\u0103 c\u0103 trebuie s\u0103 continue migrarea c\u0103tre online \u0219i s\u0103 asigure o experien\u021b\u0103 pl\u0103cut\u0103 \u0219i \u00een acest mediu comparativ cu celelalte canale de v\u00e2nzare. Mul\u021bi dintre juc\u0103torii care \u00eenainte de pandemie au acordat o importan\u021b\u0103 redus\u0103 dezvolt\u0103rii acestui canal de v\u00e2nzare au alocat resurse semnificative pentru a-\u0219i egala competitorii care au luat startul mai din timp, puncteaz\u0103 directorul Deloitte<\/p>\n

\u00cen ceea ce prive\u0219te marile lan\u021buri de magazine, expansiunea a continuat \u0219i au fost intensificate m\u0103surile de siguran\u021b\u0103 pentru a \u00eencuraja consumatorii s\u0103 revin\u0103 la preferin\u021bele \u0219i comportamentul anterioare pandemiei.<\/p>\n

\u201cIndiferent din ce categorie fac parte, comercian\u021bi sau produc\u0103tori, juc\u0103torii din comer\u021b \u0219i industria bunurilor de larg consum au fost nevoi\u021bi s\u0103 g\u0103seasc\u0103 noi programe de loialitate pentru clien\u021bi, s\u0103 \u00ee\u0219i adapteze campaniile promo\u021bionale pentru a crea o experien\u021b\u0103 unic\u0103 pentru consumatori, indiferent de condi\u021biile impuse de pandemie, dar \u0219i s\u0103-\u0219i repozi\u021bioneze produsele din portofoliu \u0219i s\u0103 fac\u0103 mai atractiv\u0103 oferta, personalizat\u0103 pe profilul \u0219i comportamentul consumatorului\u201d, arat\u0103 Camelia Malahov \u00een materialul citat.<\/p>\n

Din perspectiv\u0103 fiscal\u0103, reg\u00e2ndirea promo\u021biilor \u0219i a programelor de loialitate, \u00een general, determin\u0103 implica\u021bii ce trebuie analizate \u00een detaliu \u00een func\u021bie de strategia de marketing adoptat\u0103.<\/p>\n

\u00cen urma pandemiei, rela\u021bia dintre comercian\u021bi \u0219i produc\u0103tori a \u00eent\u00e2mpinat noi provoc\u0103ri generate de prevederile legislative neclare privind noua realitate, dar \u0219i de nevoile impuse de activitatea zilnic\u0103. Astfel, \u00eentreb\u0103ri precum modul \u00een care pot fi remunerate de c\u0103tre produc\u0103tori anumite servicii prestate de comercian\u021bi, cum ar fi asigurarea transportului, aranjarea produselor la raft sau amenajarea unor spa\u021bii dedicate produselor respective, continu\u0103 s\u0103 fie dezb\u0103tute intens, cu at\u00e2t mai mult cu c\u00e2t legisla\u021bia \u00een domeniu a suferit modific\u0103ri.<\/p>\n

\u0218i \u00een rela\u021bia dintre comerciant \u0219i consumatorul final pot ap\u0103rea complica\u021bii fiscale \u00een situa\u021bia \u00een care, \u00een demersul de a-\u0219i men\u021bine clien\u021bii, v\u00e2nz\u0103torul acord\u0103 promo\u021bii, vouchere, puncte sau utilizeaz\u0103 alte modalit\u0103\u021bi de promovare a anumitor produse. Toate aceste beneficii trebuie, de asemenea, reflectate \u00een situa\u021biile financiare \u0219i, implicit, supuse tratamentului fiscal potrivit, atrage aten\u021bia Camelia Malohov.<\/p>\n

\u201cPandemia a determinat reinventarea strategiei de rela\u021bionare at\u00e2t dintre partenerii de afaceri, dar mai ales dintre companii \u0219i consumatorii lor, iar implica\u021biile juridice \u0219i fiscale generate de noua realitate trebuie gestionate cu mare aten\u021bie\u201d, concluzioneaz\u0103 specialistul Deloitte.<\/p>\n","protected":false},"excerpt":{"rendered":"

Comer\u021bul \u0219i industria bunurilor de larg …<\/p>\n","protected":false},"author":2,"featured_media":4405,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-4401","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pentru-afacerea-dvs","issue-serie-noua-nr-11-21-07-2021-17-08-2021"],"acf":[],"yoast_head":"\nCum a modificat pandemia preferin\u021bele consumatorilor \u0219i regulile campaniilor promo\u021bionale? - Afacerea<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/revista-afacerea.ro\/afacerea\/cum-a-modificat-pandemia-preferintele-consumatorilor-si-regulile-campaniilor-promotionale\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cum a modificat pandemia preferin\u021bele consumatorilor \u0219i regulile campaniilor promo\u021bionale? 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