{"id":16775,"date":"2026-06-15T09:41:32","date_gmt":"2026-06-15T07:41:32","guid":{"rendered":"https:\/\/artyplan.com\/sense-categoritzar\/com-gestionar-campanyes-de-plv-en-mes-de-100-botigues-sense-perdre-el-control\/"},"modified":"2026-06-19T08:49:00","modified_gmt":"2026-06-19T06:49:00","slug":"com-gestionar-campanyes-de-plv-en-mes-de-100-botigues-sense-perdre-el-control","status":"publish","type":"post","link":"https:\/\/artyplan.com\/ca\/blog\/com-gestionar-campanyes-de-plv-en-mes-de-100-botigues-sense-perdre-el-control\/","title":{"rendered":"Com gestionar campanyes de PLV en m\u00e9s de 100 botigues sense perdre el control"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"16775\" class=\"elementor elementor-16775 elementor-16563\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-48ac1ef e-flex e-con-boxed e-con e-parent\" data-id=\"48ac1ef\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-39f92f9 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"39f92f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"https:\/\/artyplan.com\/ca\/empresa\/autors\/sergio-triguero\/\" tabindex=\"-1\"><img fetchpriority=\"high\" decoding=\"async\" width=\"421\" height=\"421\" src=\"https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Sergio-Triguero.jpeg\" class=\"elementor-animation-bounce-in attachment-full size-full wp-image-16574\" alt=\"Sergio-Triguero\" srcset=\"https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Sergio-Triguero.jpeg 421w, https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Sergio-Triguero-300x300.jpeg 300w, https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Sergio-Triguero-150x150.jpeg 150w\" sizes=\"(max-width: 421px) 100vw, 421px\" \/><\/a><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\"><a href=\"https:\/\/artyplan.com\/ca\/empresa\/autors\/sergio-triguero\/\">Sergio Triguero<\/a><\/h3><p class=\"elementor-image-box-description\">Director de M\u00e0rqueting Estrat\u00e8gic i Desenvolupament de Negoci<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-694f622 e-con-full e-flex e-con e-child\" data-id=\"694f622\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-1d188bd e-con-full e-flex e-con e-child\" data-id=\"1d188bd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6a992da elementor-widget elementor-widget-text-editor\" data-id=\"6a992da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Una campanya promocional brillant sobre el paper pot convertir-se en un problema operatiu el dia que ha d&#8217;arribar, simult\u00e0niament i en perfecte estat, a 137 botigues repartides per tot Espanya. El repte del trade m\u00e0rqueting modern no \u00e9s dissenyar el display: \u00e9s <strong>orquestrar la producci\u00f3, l&#8217;estoc i la distribuci\u00f3<\/strong> perqu\u00e8 cada punt de venda rebi exactament el que necessita, quan ho necessita. Aquesta guia explica com aconseguir-ho sense multiplicar prove\u00efdors ni perdre la tra\u00e7abilitat.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0033c86 e-con-full e-flex e-con e-child\" data-id=\"0033c86\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-e0f2f07 e-con-full e-flex e-con e-child\" data-id=\"e0f2f07\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-db7ee27 box-title elementor-widget elementor-widget-heading\" data-id=\"db7ee27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Com gestionar campanyes de PLV en m\u00e9s de 100 botigues?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a5732ac elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"a5732ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba5a63c elementor-widget elementor-widget-text-editor\" data-id=\"ba5a63c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Per gestionar campanyes de PLV en m\u00e9s de 100 botigues es necessiten quatre capacitats integrades: <strong>(1)<\/strong> producci\u00f3 industrial amb qualitat repetible, <strong>(2)<\/strong> emmagatzematge i gesti\u00f3 centralitzada de l&#8217;estoc, <strong>(3) <\/strong>picking i distribuci\u00f3 capil\u00b7lar amb tra\u00e7abilitat per lot, i <strong>(4)<\/strong> una plataforma digital que ofereixi visibilitat en temps real. L&#8217;error m\u00e9s cost\u00f3s \u00e9s fragmentar aquestes quatre funcions entre prove\u00efdors diferents. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ff5b635 e-con-full e-flex e-con e-child\" data-id=\"ff5b635\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d0e49f2 elementor-widget elementor-widget-heading\" data-id=\"d0e49f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">El problema real: la fragmentaci\u00f3, no la producci\u00f3<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0885b51 elementor-widget elementor-widget-text-editor\" data-id=\"0885b51\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: center;\">Quan una marca de retail o gran consum llan\u00e7a una campanya a la seva xarxa de botigues, el coll d&#8217;ampolla rarament \u00e9s la impressi\u00f3. Les impremtes industrials produeixen milers de peces sense dificultat. El problema apareix despr\u00e9s: qui emmagatzema el material fins a la data d&#8217;activaci\u00f3?, qui prepara els lots diferenciats segons el format de botiga?, qui garanteix que la botiga de Vigo i la de Girona rebin la seva comanda el mateix dia?, i sobretot, qui respon quan alguna cosa falla? El model tradicional reparteix aquestes funcions entre tres o quatre prove\u00efdors \u2014una impremta, un operador log\u00edstic, un instal\u00b7lador i de vegades un gestor d&#8217;estoc\u2014 i deixa al responsable de trade m\u00e0rqueting el paper de director d&#8217;orquestra no remunerat. Cada interf\u00edcie entre prove\u00efdors \u00e9s un punt de fallada i una p\u00e8rdua de tra\u00e7abilitat.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a170fdc e-con-full e-flex e-con e-child\" data-id=\"a170fdc\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-02af651 box-title elementor-widget elementor-widget-heading\" data-id=\"02af651\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">EL CONTEXT DE MERCAT<\/span>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7784b7d elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"7784b7d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-49f90c1 e-con-full e-flex e-con e-child\" data-id=\"49f90c1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-68d3836 e-con-full e-flex e-con e-child\" data-id=\"68d3836\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-06ce7af elementor-widget elementor-widget-counter\" data-id=\"06ce7af\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"70\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10aeb82 elementor-widget elementor-widget-text-editor\" data-id=\"10aeb82\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>de les decisions de compra es prenen dins de la botiga, fet que converteix el PLV en una palanca directa de venda<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b360989 e-con-full e-flex e-con e-child\" data-id=\"b360989\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e16b8e6 elementor-widget elementor-widget-counter\" data-id=\"e16b8e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"873\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">M\u20ac<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d8aa425 elementor-widget elementor-widget-text-editor\" data-id=\"d8aa425\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>va moure el Retail Media a Espanya el 2024, amb un creixement interanual del 17,6 %<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-269cfa5 e-con-full e-flex e-con e-child\" data-id=\"269cfa5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-85c4c27 elementor-widget elementor-widget-counter\" data-id=\"85c4c27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"114\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">M\u20ac<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a4d1db8 elementor-widget elementor-widget-text-editor\" data-id=\"a4d1db8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>corresponen al canal instore (PLV i pantalles), en plena transformaci\u00f3 digital<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-87280d4 elementor-widget elementor-widget-text-editor\" data-id=\"87280d4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Fonts: The New Retail (2024); estudis de comportament del shopper en retail.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-556c571 e-con-full e-flex e-con e-child\" data-id=\"556c571\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-424c4bc elementor-widget elementor-widget-heading\" data-id=\"424c4bc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Les 4 capacitats que necessites integrar<\/h2>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-016e443 e-con-full e-flex e-con e-child\" data-id=\"016e443\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-354b8c2 e-con-full e-flex e-con e-child\" data-id=\"354b8c2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8c63285 elementor-widget elementor-widget-heading\" data-id=\"8c63285\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">1. Producci\u00f3 amb qualitat repetible<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b63b7d6 elementor-widget elementor-widget-text-editor\" data-id=\"b63b7d6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">En una campanya multibotiga, la consist\u00e8ncia importa m\u00e9s que la perfecci\u00f3 puntual. Un display que a la botiga A t\u00e9 un blau corporatiu correcte i a la botiga B apareix alterat destrueix la coher\u00e8ncia de marca que precisament la campanya pret\u00e9n refor\u00e7ar. Aix\u00f2 exigeix<strong> control de color calibrat i<\/strong> producci\u00f3 industrial amb repetibilitat entre tiratges, no impressi\u00f3 artesanal lot a lot.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7bfb5ef e-con-full e-flex e-con e-child\" data-id=\"7bfb5ef\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-74f14bb elementor-widget elementor-widget-heading\" data-id=\"74f14bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2. Emmagatzematge i gesti\u00f3 centralitzada de l'estoc<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8abe26e elementor-widget elementor-widget-text-editor\" data-id=\"8abe26e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">Les campanyes no s&#8217;activen el dia que s&#8217;imprimeixen. Entre la producci\u00f3 i l&#8217;activaci\u00f3 poden passar setmanes, i el material necessita cust\u00f2dia. Un prove\u00efdor amb magatzem propi permet produir amb antelaci\u00f3 \u2014aprofitant finestres de capacitat\u2014 i alliberar l&#8217;estoc just a temps. Aix\u00f2 \u00e9s especialment cr\u00edtic en campanyes recurrents: les marques que repeteixen activacions cada temporada es beneficien de mantenir estructures i materials reutilitzables en un estoc gestionat.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d331336 e-con-full e-flex e-con e-child\" data-id=\"d331336\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-2cd7346 e-con-full e-flex e-con e-child\" data-id=\"2cd7346\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9eb6284 elementor-widget elementor-widget-heading\" data-id=\"9eb6284\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3. Picking, kitting i distribuci\u00f3 capil\u00b7lar<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1127ef elementor-widget elementor-widget-text-editor\" data-id=\"f1127ef\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">Aqu\u00ed \u00e9s on la majoria de projectes es trenquen. No totes les botigues s\u00f3n iguals: una flagship necessita un kit complet, una botiga de barri una versi\u00f3 redu\u00efda. El picking i el kitting \u2014preparar comandes diferenciades segons la tipologia de punt de venda\u2014 \u00e9s una compet\u00e8ncia log\u00edstica especialitzada. Sumada a una xarxa de distribuci\u00f3 nacional amb lliurament multiseu, \u00e9s el que garanteix que cada botiga rebi el seu kit correcte en la data acordada.   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-36cf084 e-con-full e-flex e-con e-child\" data-id=\"36cf084\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-aa27171 elementor-widget elementor-widget-heading\" data-id=\"aa27171\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4. Visibilitat en temps real<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-28172b6 elementor-widget elementor-widget-text-editor\" data-id=\"28172b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">El responsable de trade m\u00e0rqueting necessita saber, en qualsevol moment, qu\u00e8 s&#8217;ha produ\u00eft, qu\u00e8 hi ha en estoc, qu\u00e8 s&#8217;ha enviat i qu\u00e8 ha arribat. Sense un <strong>panell de control digital,<\/strong> aquesta visibilitat dep\u00e8n de cadenes de correus electr\u00f2nics i trucades. Una plataforma de gesti\u00f3 \u2014idealment integrable amb l&#8217;ERP del client\u2014 converteix la incertesa en dades accionables.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-73b739f e-con-full e-flex e-con e-child\" data-id=\"73b739f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e3d7474 box-title elementor-widget elementor-widget-heading\" data-id=\"e3d7474\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">MODEL FRAGMENTAT VS. PROVE\u00cfDOR INTEGRAT END-TO-END <\/span>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11f9e23 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"11f9e23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1312d68 elementor-widget elementor-widget-html\" data-id=\"1312d68\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<style>\n.comparativa-tabla{\n    width:100%;\n    border-collapse:separate;\n    border-spacing:0;\n    background:#ffffff;\n    border-radius:12px;\n    overflow:hidden;\n}\n\n.comparativa-tabla thead th{\n    background:#000000;\n    color:#ffffff;\n    text-align:left;\n    padding:18px 22px;\n    font-size:16px;\n    font-weight:700;\n    border:none !important;\n}\n\n.comparativa-tabla td{\n    padding:20px 22px;\n    font-size:16px;\n    color:#1e2d3f;\n    vertical-align:middle;\n    background:#ffffff;\n    border-left:none !important;\n    border-right:none !important;\n    border-top:none !important;\n}\n\n.comparativa-tabla tbody tr:not(:last-child) td{\n    border-bottom:1px solid #d9d9d9;\n}\n\n.comparativa-tabla .titulo{\n    font-weight:700;\n}\n\n.comparativa-tabla .ventaja{\n    color:#00A3E0;\n    font-weight:700;\n}\n\n\/* M\u00d2BIL: TARGETES *\/\n\n@media (max-width:767px){\n\n    .comparativa-tabla,\n    .comparativa-tabla thead,\n    .comparativa-tabla tbody,\n    .comparativa-tabla tr,\n    .comparativa-tabla td{\n        display:block;\n        width:100%;\n    }\n\n    .comparativa-tabla{\n        border-radius:0;\n        background:transparent;\n        overflow:visible;\n    }\n\n    .comparativa-tabla thead{\n        display:none;\n    }\n\n    .comparativa-tabla tr{\n        margin-bottom:18px;\n        background:#ffffff;\n        border-radius:12px;\n        overflow:hidden;\n        border:none !important;\n    }\n\n    .comparativa-tabla td{\n        padding:14px 16px;\n        font-size:16px;\n        background:#ffffff;\n        border:none !important;\n    }\n\n    .comparativa-tabla td.titulo{\n        background:#000000;\n        color:#ffffff;\n        font-weight:700;\n    }\n\n    .comparativa-tabla td:not(.titulo){\n        display:flex;\n        justify-content:space-between;\n        gap:16px;\n        text-align:right;\n        border-bottom:1px solid #d9d9d9 !important;\n    }\n\n    .comparativa-tabla td:not(.titulo)::before{\n        content:attr(data-label);\n        font-weight:700;\n        color:#000000;\n        text-align:left;\n        flex:0 0 45%;\n    }\n\n    .comparativa-tabla td:last-child{\n        border-bottom:none !important;\n    }\n}\n<\/style>\n\n<table class=\"comparativa-tabla\">\n    <thead>\n        <tr>\n            <th>Dimensi\u00f3<\/th>\n            <th>M\u00faltiples prove\u00efdors<\/th>\n            <th>Prove\u00efdor integrat<\/th>\n        <\/tr>\n    <\/thead>\n\n    <tbody>\n\n        <tr>\n            <td class=\"titulo\">Interlocuci\u00f3<\/td>\n            <td data-label=\"M\u00faltiples prove\u00efdors\">3\u20135 contactes diferents<\/td>\n            <td class=\"ventaja\" data-label=\"Prove\u00efdor integrat\">1 interlocutor \u00fanic<\/td>\n        <\/tr>\n\n        <tr>\n            <td class=\"titulo\">Tra\u00e7abilitat<\/td>\n            <td data-label=\"M\u00faltiples prove\u00efdors\">Es perd entre interf\u00edcies<\/td>\n            <td class=\"ventaja\" data-label=\"Prove\u00efdor integrat\">Per lot, d'extrem a extrem<\/td>\n        <\/tr>\n\n        <tr>\n            <td class=\"titulo\">Responsabilitat davant una incid\u00e8ncia<\/td>\n            <td data-label=\"M\u00faltiples prove\u00efdors\">Dilu\u00efda (\u00abno era cosa meva\u00bb)<\/td>\n            <td class=\"ventaja\" data-label=\"Prove\u00efdor integrat\">\u00danica i contractual (SLA)<\/td>\n        <\/tr>\n\n        <tr>\n            <td class=\"titulo\">Cost de coordinaci\u00f3<\/td>\n            <td data-label=\"M\u00faltiples prove\u00efdors\">Alt (ocult en hores internes)<\/td>\n            <td class=\"ventaja\" data-label=\"Prove\u00efdor integrat\">Assumit pel prove\u00efdor<\/td>\n        <\/tr>\n\n        <tr>\n            <td class=\"titulo\">Pics de demanda<\/td>\n            <td data-label=\"M\u00faltiples prove\u00efdors\">Cada prove\u00efdor escala de manera diferent<\/td>\n            <td class=\"ventaja\" data-label=\"Prove\u00efdor integrat\">Capacitat coordinada 24 h<\/td>\n        <\/tr>\n\n        <tr>\n            <td class=\"titulo\">Temps d'activaci\u00f3<\/td>\n            <td data-label=\"M\u00faltiples prove\u00efdors\">Suma de terminis seq\u00fcencials<\/td>\n            <td class=\"ventaja\" data-label=\"Prove\u00efdor integrat\">Processos paral\u00b7lels optimitzats<\/td>\n        <\/tr>\n\n    <\/tbody>\n<\/table>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e9c7230 e-con-full e-flex e-con e-child\" data-id=\"e9c7230\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f4a1082 elementor-widget elementor-widget-heading\" data-id=\"f4a1082\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Com mesurar si el teu prove\u00efdor est\u00e0 a l'altura: els KPI<br \/>que importen<\/h2>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c61a967 e-con-full e-flex e-con e-child\" data-id=\"c61a967\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-4615ecf e-con-full e-flex e-con e-child\" data-id=\"4615ecf\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9b7ca8f elementor-widget elementor-widget-text-editor\" data-id=\"9b7ca8f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">Una campanya multibotiga gestionada professionalment es mesura amb indicadors objectius, no amb bones intencions. Aquests s\u00f3n els tres que tot contracte de producci\u00f3 gr\u00e0fica recurrent hauria d&#8217;incloure com a SLA: <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c220164 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"c220164\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><strong>OTIF (On Time In Full): <\/strong>percentatge de lliuraments complets i a temps. Un prove\u00efdor madur es compromet amb aquest indicador i el mesura; un referent del sector se situa al voltant del 97 % amb revisi\u00f3 trimestral. <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><strong>Lead time:<\/strong> termini des de la confirmaci\u00f3 de la comanda fins al lliurament. Per a producci\u00f3 est\u00e0ndard, entre 5 i 7 dies laborables \u00e9s un est\u00e0ndard competitiu; les urg\u00e8ncies s'haurien de resoldre en 24 hores. <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\"><strong>Taxa d'incid\u00e8ncies:<\/strong> proporci\u00f3 de comandes amb errors o reclamacions. L'objectiu no \u00e9s el zero absolut, sin\u00f3 una tend\u00e8ncia decreixent amb una an\u00e0lisi documentada de les causes. <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a6d0589 e-con-full e-flex e-con e-child\" data-id=\"a6d0589\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-81fa5e7 box-title elementor-widget elementor-widget-heading\" data-id=\"81fa5e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<span class=\"elementor-heading-title elementor-size-default\">L'Experi\u00e8ncia d'Artyplan<\/span>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f9f0b3c elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f9f0b3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-212c64d elementor-widget elementor-widget-text-editor\" data-id=\"212c64d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Amb sis d\u00e8cades operant per a marques de gran consum i retail \u2014entre elles Kellogg&#8217;s, Nestl\u00e9, ALDI o Bonpreu\u2014, Artyplan ha integrat les quatre capacitats en un \u00fanic model operatiu: producci\u00f3 industrial en hubs de Barcelona (+5.000 m\u00b2) i Madrid (+2.000 m\u00b2), emmagatzematge i picking propis, distribuci\u00f3 nacional amb connexions di\u00e0ries entre centres, i una plataforma Web2Print amb control d&#8217;estoc en l\u00ednia integrable amb els sistemes del client. El resultat \u00e9s un \u00fanic interlocutor responsable de tota la cadena, amb SLA mesurables. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a8bfd60 e-con-full e-flex e-con e-child\" data-id=\"a8bfd60\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-107c458 elementor-widget elementor-widget-heading\" data-id=\"107c458\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Checklist: 7 preguntes abans d'adjudicar una<br \/>campanya multibotiga<\/h2>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8874fe7 e-con-full e-flex e-con e-child\" data-id=\"8874fe7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-c2944f9 e-con-full e-flex e-con e-child\" data-id=\"c2944f9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-edb694f elementor-widget elementor-widget-text-editor\" data-id=\"edb694f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ol class=\"checklist-campania\"><li style=\"text-align: left;\">El prove\u00efdor produeix, emmagatzema i distribueix, o subcontracta part de la cadena?<\/li><li style=\"text-align: left;\">Ofereix tra\u00e7abilitat per lot i visibilitat en temps real de l&#8217;estat de cada comanda?<\/li><li style=\"text-align: left;\">T\u00e9 capacitat per absorbir pics de demanda (campanyes de Nadal, Black Friday) sense comprometre els terminis?<\/li><li style=\"text-align: left;\">Pot preparar kits diferenciats segons la tipologia de botiga (picking i kitting)?<\/li><li style=\"text-align: left;\">Es compromet amb KPI contractuals (OTIF, lead time) amb revisi\u00f3 peri\u00f2dica?<\/li><li style=\"text-align: left;\">La seva plataforma de gesti\u00f3 s&#8217;integra amb el teu ERP o amb els sistemes interns?<\/li><li style=\"text-align: left;\">Disposa de certificacions que avalin la qualitat i la sostenibilitat (ISO 9001, ISO 14001, FSC)?<\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c9cd356 e-con-full e-flex e-con e-child\" data-id=\"c9cd356\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-5fc6be1 e-con-full e-flex e-con e-child\" data-id=\"5fc6be1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-12b4852 elementor-widget elementor-widget-heading\" data-id=\"12b4852\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">El cost ocult de la fragmentaci\u00f3: all\u00f2 que no<br \/>apareix a la factura<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b16a190 elementor-widget elementor-widget-text-editor\" data-id=\"b16a190\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">Quan un equip de trade m\u00e0rqueting compara pressupostos de prove\u00efdors, acostuma a fixar-se en el preu per unitat produ\u00efda. \u00c9s l&#8217;error de c\u00e0lcul m\u00e9s freq\u00fcent i m\u00e9s cost\u00f3s. El cost real d&#8217;una campanya multibotiga inclou partides que no apareixen en cap factura perqu\u00e8 les assumeix el mateix equip intern: les hores dedicades a coordinar prove\u00efdors, a perseguir lliuraments, a resoldre incid\u00e8ncies a la botiga, a refer comandes mal executades i a justificar retards davant la direcci\u00f3 comercial. Un estudi intern de cost total de propietat (TCO) en operacions de m\u00e0rqueting acostuma a revelar que aquestes hores de coordinaci\u00f3 equivalen a entre un 15 % i un 25 % del valor del projecte. Dit d&#8217;una altra manera: una campanya que sobre el paper costa 80.000 \u20ac pot acabar costant realment m\u00e9s de 95.000 \u20ac quan es comptabilitza el temps de l&#8217;equip. Consolidar la producci\u00f3 en un prove\u00efdor integrat no elimina aquest cost, per\u00f2 el trasllada al prove\u00efdor, que el gestiona amb processos especialitzats en lloc de fer-ho amb hores improvisades del responsable de marca.     <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47b8990 elementor-blockquote--skin-quotation elementor-blockquote--align-center elementor-widget elementor-widget-blockquote\" data-id=\"47b8990\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\t\u00abEn producci\u00f3 gr\u00e0fica multibotiga, el preu per pe\u00e7a \u00e9s la part visible de l'iceberg. El cost de coordinaci\u00f3, les reimpressions per error i les incid\u00e8ncies a la botiga s\u00f3n la part submergida \u2014i solen pesar m\u00e9s.\u00bb \t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e7f6fa2 e-con-full e-flex e-con e-child\" data-id=\"e7f6fa2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8bf3eba elementor-widget elementor-widget-heading\" data-id=\"8bf3eba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Pics de demanda: l'examen que separa els<br \/>prove\u00efdors<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f736a4a elementor-widget elementor-widget-text-editor\" data-id=\"f736a4a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">Qualsevol prove\u00efdor pot gestionar una campanya petita en un mes tranquil. El veritable examen arriba en els pics de demanda: la campanya de Nadal que coincideix amb el Black Friday, el llan\u00e7ament nacional que s&#8217;ha d&#8217;executar en dues setmanes o la promoci\u00f3 d&#8217;\u00faltima hora que la direcci\u00f3 comercial decideix un divendres per al dilluns. En aquests moments, un prove\u00efdor sense capacitat pr\u00f2pia de producci\u00f3 i emmagatzematge entra en col\u00b7lapse o subcontracta \u2014perdent el control de qualitat i la tra\u00e7abilitat just quan m\u00e9s importen. La capacitat d&#8217;absorbir pics dep\u00e8n de tres factors estructurals: <strong>torns de producci\u00f3 ampliables<\/strong> (idealment centres que operin les 24 hores), <strong>estoc de seguretat de materials<\/strong> gestionat amb antelaci\u00f3 i <strong>una xarxa log\u00edstica pr\u00f2pia <\/strong>que no depengui de la disponibilitat de tercers en temporada alta. Les marques que avaluen prove\u00efdors per a contractes recurrents haurien de demanar expl\u00edcitament dades de com han gestionat pics anteriors: no promeses, sin\u00f3 casos.    <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b9a30a7 e-con-full e-flex e-con e-child\" data-id=\"b9a30a7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-43e4282 e-con-full e-flex e-con e-child\" data-id=\"43e4282\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e007c40 elementor-widget elementor-widget-heading\" data-id=\"e007c40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Sostenibilitat: de criteri opcional a requisit d'adjudicaci\u00f3<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa2cc5a elementor-widget elementor-widget-text-editor\" data-id=\"aa2cc5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">En les licitacions de PLV per a grans marques de retail i gran consum, la sostenibilitat ha passat de ser un argument de venda a convertir-se en un criteri de selecci\u00f3. Cada vegada m\u00e9s departaments de compres exigeixen certificacions verificables \u2014FSC per a l&#8217;origen del paper, ISO 14001 per a la gesti\u00f3 ambiental, segells com Greenguard Gold per a emissions\u2014 abans fins i tot d&#8217;avaluar el preu. Un prove\u00efdor que no pugui acreditar aquestes credencials queda fora del proc\u00e9s, independentment de la seva competitivitat econ\u00f2mica. Per al responsable de trade m\u00e0rqueting, aix\u00f2 significa que escollir un prove\u00efdor amb s\u00f2lides credencials de sostenibilitat no \u00e9s nom\u00e9s una decisi\u00f3 de valors: \u00e9s una decisi\u00f3 de continu\u00eftat. El material PLV que arriba a les botigues comunica els valors de la marca, i un display produ\u00eft amb materials no certificats pot convertir-se en un risc reputacional en un sector cada vegada m\u00e9s escrutat pels consumidors i els reguladors.    <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d74eaeb e-con-full e-flex e-con e-child\" data-id=\"d74eaeb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-dfbf4ca elementor-widget elementor-widget-heading\" data-id=\"dfbf4ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Cas d'aplicaci\u00f3: una campanya estacional en una<br \/>xarxa de gran consum<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-db48a6b elementor-widget elementor-widget-text-editor\" data-id=\"db48a6b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">Per aterrar tot l&#8217;anterior, conv\u00e9 seguir el recorregut complet d&#8217;una campanya tipus. Imaginem una marca d&#8217;alimentaci\u00f3 que llan\u00e7a una promoci\u00f3 estacional en una xarxa de 150 supermercats, amb tres formats de botiga diferents (gran superf\u00edcie, supermercat urb\u00e0 i botiga de proximitat), cadascun amb necessitats de material diferents. En el model fragmentat, l&#8217;equip de trade m\u00e0rqueting hauria d&#8217;encarregar la producci\u00f3 a una impremta, coordinar amb un operador log\u00edstic la distribuci\u00f3, gestionar manualment quin format va a cada botiga mitjan\u00e7ant fulls de c\u00e0lcul i creuar els dits perqu\u00e8 tot coincideixi. Qualsevol desajustament \u2014una botiga que rep el kit equivocat, un retard en una zona\u2014 es converteix en una trucada urgent i una incid\u00e8ncia visible al punt de venda.<br\/>En el model integrat, el flux \u00e9s radicalment diferent: la marca defineix els tres kits a la plataforma, el prove\u00efdor produeix amb control de color homogeni, emmagatzema el material fins a la data d&#8217;activaci\u00f3, prepara mitjan\u00e7ant picking els 150 enviaments diferenciats segons la tipologia de cada botiga i els distribueix amb la seva pr\u00f2pia xarxa perqu\u00e8 tots arribin el mateix dia. El responsable de marca segueix tot el proc\u00e9s des d&#8217;un panell, sense perseguir ning\u00fa. Si sorgeix una incid\u00e8ncia, hi ha un \u00fanic interlocutor responsable de resoldre-la. La difer\u00e8ncia no \u00e9s de grau: \u00e9s de naturalesa. Aquest \u00e9s precisament el tipus d&#8217;operaci\u00f3 per al qual est\u00e0 dissenyat un prove\u00efdor amb producci\u00f3, emmagatzematge i log\u00edstica propis, i la ra\u00f3 per la qual les marques de gran consum amb xarxes \u00e0mplies tendeixen a consolidar prove\u00efdors en lloc de multiplicar-los.        <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-24b8d5a e-con-full e-flex e-con e-child\" data-id=\"24b8d5a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ea296ce e-con-full e-flex e-con e-child\" data-id=\"ea296ce\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8cebfef box-title elementor-widget elementor-widget-heading\" data-id=\"8cebfef\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">CONCLUSI\u00d3<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-53b986e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"53b986e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcf111e elementor-widget elementor-widget-text-editor\" data-id=\"bcf111e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Gestionar campanyes de PLV en m\u00e9s de 100 botigues no \u00e9s un problema d&#8217;impressi\u00f3: \u00e9s un problema d<strong>&#8216;orquestraci\u00f3.<\/strong> La difer\u00e8ncia entre una campanya que refor\u00e7a la marca i una que genera incid\u00e8ncies a la botiga rau en la capacitat d&#8217;integrar producci\u00f3, estoc, log\u00edstica i visibilitat sota una \u00fanica responsabilitat. Consolidar aquestes funcions en un prove\u00efdor \u00fanic end-to-end no nom\u00e9s redueix el risc operatiu: allibera l&#8217;equip de trade m\u00e0rqueting perqu\u00e8 faci all\u00f2 que realment aporta valor, que \u00e9s pensar en la seg\u00fcent campanya i no apagar els incendis de l&#8217;actual.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cb99b36 e-con-full e-flex e-con e-child\" data-id=\"cb99b36\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4d9fc67 elementor-widget elementor-widget-heading\" data-id=\"4d9fc67\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Preguntes freq\u00fcents<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f37eeb elementor-widget elementor-widget-n-accordion\" data-id=\"6f37eeb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;default_state&quot;:&quot;expanded&quot;,&quot;max_items_expended&quot;:&quot;one&quot;,&quot;n_accordion_animation_duration&quot;:{&quot;unit&quot;:&quot;ms&quot;,&quot;size&quot;:400,&quot;sizes&quot;:[]}}\" data-widget_type=\"nested-accordion.default\">\n\t\t\t\t\t\t\t<div class=\"e-n-accordion\" aria-label=\"Accordion. Open links with Enter or Space, close with Escape, and navigate with Arrow Keys\">\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1160\" class=\"e-n-accordion-item\" open>\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"1\" tabindex=\"0\" aria-expanded=\"true\" aria-controls=\"e-n-accordion-item-1160\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Quants prove\u00efdors necessito per a una campanya de PLV nacional? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1160\" class=\"elementor-element elementor-element-020f79e e-con-full e-flex e-con e-child\" data-id=\"020f79e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1bfb7e4 elementor-widget elementor-widget-text-editor\" data-id=\"1bfb7e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Idealment, un de sol. Un prove\u00efdor integrat end-to-end que produeixi, emmagatzemi i distribueixi elimina els punts de fallada entre interf\u00edcies i concentra la responsabilitat en un \u00fanic interlocutor amb SLA mesurables. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1161\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"2\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1161\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Qu\u00e8 s\u00f3n el picking i el kitting en una campanya de PLV? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1161\" class=\"elementor-element elementor-element-67feb0f e-con-full e-flex e-con e-child\" data-id=\"67feb0f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5f02788 elementor-widget elementor-widget-text-editor\" data-id=\"5f02788\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>\u00c9s la preparaci\u00f3 de comandes diferenciades segons la tipologia del punt de venda: cada botiga rep el kit de materials que li correspon segons el seu format, en lloc d&#8217;un enviament gen\u00e8ric id\u00e8ntic per a tota la xarxa.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1162\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"3\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1162\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Quin KPI hauria d'exigir en un contracte de producci\u00f3 gr\u00e0fica recurrent? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1162\" class=\"elementor-element elementor-element-adc92a7 e-con-full e-flex e-con e-child\" data-id=\"adc92a7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0fab7ca elementor-widget elementor-widget-text-editor\" data-id=\"0fab7ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>El m\u00e9s rellevant \u00e9s l&#8217;OTIF (lliuraments complets i a temps), idealment comprom\u00e8s al voltant del 97 % amb revisi\u00f3 trimestral, juntament amb el lead time est\u00e0ndard i la taxa d&#8217;incid\u00e8ncies amb an\u00e0lisi de causes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Sergio Triguero Director de M\u00e0rqueting Estrat\u00e8gic i Desenvolupament de Negoci Una campanya promocional brillant sobre el paper pot convertir-se en un problema operatiu el dia que ha d&#8217;arribar, simult\u00e0niament i en perfecte estat, a 137 botigues repartides per tot Espanya. El repte del trade m\u00e0rqueting modern no \u00e9s dissenyar el display: \u00e9s orquestrar la producci\u00f3, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":16774,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53,1],"tags":[],"class_list":["post-16775","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-impressio-comercial","category-sense-categoritzar"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v26.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Com gestionar campanyes de PLV en +100 botigues sense perdre el control | Artyplan<\/title>\n<meta name=\"description\" content=\"Guia B2B per gestionar campanyes de PLV en xarxes de m\u00e9s de 100 botigues: control d&#039;estoc, log\u00edstica, tra\u00e7abilitat i el model de prove\u00efdor \u00fanic end-to-end. 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