{"id":18085,"date":"2023-12-05T09:15:50","date_gmt":"2023-12-05T03:45:50","guid":{"rendered":"https:\/\/beatroute.io\/?p=18085"},"modified":"2023-12-05T09:15:50","modified_gmt":"2023-12-05T03:45:50","slug":"el-impacto-de-las-tecnologias-digitales-en-el-trade-marketing-de-las-marcas-de-cpg","status":"publish","type":"post","link":"https:\/\/beatroute.io\/es\/transformacion-de-ventas\/el-impacto-de-las-tecnologias-digitales-en-el-trade-marketing-de-las-marcas-de-cpg\/","title":{"rendered":"El impacto de las tecnolog\u00edas digitales en el trade marketing de las marcas de gran consumo"},"content":{"rendered":"<p>Digital technologies are reshaping <a href=\"https:\/\/beatroute.io\/es\/ejecucion-de-ventas\/guia-de-trade-marketing\/\" data-type=\"link\" data-id=\"https:\/\/beatroute.io\/sales-execution\/guide-to-trade-marketing\/\">marketing comercial<\/a> for consumer packaged goods (CPG) brands by turning every shelf, store visit, and distributor interaction into measurable, data-rich execution. Instead of guessing what works at the point of purchase, brands now verify planogram compliance with photos, run primary and secondary trade schemes in the bill, and recommend the right SKUs to each outlet through AI.<\/p>\n\n\n\n<p>The shift is not about adding tools. It is about execution. Brands that digitize trade marketing gain a clear line from headquarters strategy to what actually happens inside the retail outlet. To show how this is playing out in the field, we asked nine CEOs and directors how digital transformation is changing trade marketing strategies for CPG brands in retail distribution.<\/p>\n\n\n\n<p>From augmented reality on the shelf to AI-driven consumer prediction and omnichannel conversion, these leaders share what is working today and what is coming next.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Digital trade marketing for CPG brands now spans AR product experiences, smart packaging, IoT shelves, AI-driven personalization, and omnichannel campaigns.<\/li>\n<li>Data from the shelf and the shopper is the new raw material for trade marketing strategy, not a reporting afterthought.<\/li>\n<li>Transparency and traceability are becoming trust signals that influence both retailer and shopper behavior.<\/li>\n<li>Execution on the ground still decides whether any of this works, which is where photo-based audits, in-bill trade schemes, and AI-recommended orders matter most.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Exploring augmented reality&#8217;s untapped potential<\/h3>\n\n\n\n<p>Creo que la integraci\u00f3n de la RA en el comercio minorista, sobre todo para las marcas de CPG, es una tendencia que apenas est\u00e1 ara\u00f1ando la superficie de su potencial y est\u00e1 preparada para convertirse en una tendencia importante en un futuro pr\u00f3ximo. Aunque ya existen aplicaciones que permiten a los consumidores escanear productos para obtener informaci\u00f3n, su uso actual no est\u00e1 totalmente optimizado. Esta laguna representa una importante oportunidad de crecimiento e innovaci\u00f3n.<\/p>\n\n\n\n<p>Las aplicaciones actuales de la RA en el comercio minorista son algo rudimentarias. Suelen ofrecer informaci\u00f3n b\u00e1sica, como datos nutricionales o detalles sobre el origen de los productos de gran consumo. Sin embargo, el verdadero potencial de la realidad aumentada reside en su capacidad para ofrecer una experiencia mucho m\u00e1s rica e interactiva. El potencial de la RA para ofrecer experiencias personalizadas es especialmente interesante. Imag\u00ednese un escenario en el que escanear un producto con su smartphone no s\u00f3lo le informe sobre sus ingredientes o proceso de fabricaci\u00f3n, sino que tambi\u00e9n le muestre c\u00f3mo encaja en su estilo de vida o preferencias diet\u00e9ticas.<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/www.linkedin.com\/in\/damiankwinta\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Damian Kwinta<\/a>Gerente de SEO Cee, <a href=\"https:\/\/prm.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">PMR.com<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Broadening CPG marketing strategies<\/h3>\n\n\n\n<p>Creo que est\u00e1 aumentando de forma natural los niveles de competencia a los que se enfrentan las marcas de bienes de consumo, y aumenta la carga de trabajo para la marca a la hora de posicionarse como una autoridad en su espacio. Las marcas deben centrarse en su marketing a trav\u00e9s de los canales sociales y su sitio web, en lugar de centrarse \u00fanicamente en el marketing directo al comercio.<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/uk.linkedin.com\/in\/wendy-makinson-46a79784\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Wendy Makinson<\/a>Director de RRHH, <a href=\"https:\/\/www.joloda.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Joloda Hydraroll<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Smart packaging building trust<\/h3>\n\n\n\n<p>En el mundo digital actual, la confianza y la transparencia son cruciales para las marcas, especialmente para las marcas de bienes de consumo envasados (BPC) en el comercio minorista. Los consumidores esperan ahora m\u00e1s de las marcas, por ejemplo, c\u00f3mo influyen en la sociedad, el medio ambiente y sus comunidades. Para satisfacer estas expectativas, las marcas deben ser abiertas sobre su impacto en cuestiones sociales m\u00e1s amplias, incluidas sus cadenas de suministro.<\/p>\n\n\n\n<p>Una forma de generar confianza es a trav\u00e9s del envasado inteligente, que utiliza la tecnolog\u00eda para mejorar la transparencia de la cadena de suministro. Por ejemplo, Barilla, una empresa alimentaria italiana, ha hecho que su cadena de suministro sea trazable. Utiliza c\u00f3digos QR en sus envases que los clientes pueden escanear. Los clientes pueden escanear los c\u00f3digos QR de sus envases, que les llevan a un sitio web en el que pueden ver cada paso del recorrido del producto, desde d\u00f3nde se cultiv\u00f3 el trigo hasta c\u00f3mo se proces\u00f3 y transport\u00f3 a la tienda. Este nivel de detalle, que incluye informaci\u00f3n sobre el origen del trigo, la cosecha e incluso el molino, ayuda a generar confianza en el consumidor.<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/www.linkedin.com\/in\/precious-abacan-15672a264\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Preciosa Abacan<\/a>Director de Marketing Digital, <a href=\"https:\/\/www.softlist.io\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Softlist<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">AI predicting consumer behavior<\/h3>\n\n\n\n<p>La agilidad algor\u00edtmica del surtido ha transformado profundamente nuestra forma de enfocar el marketing comercial para las marcas de bienes de consumo envasados (BPC) en la distribuci\u00f3n minorista. En nuestro negocio de equipos de gimnasia al aire libre, hemos visto de primera mano el cambio hacia estrategias basadas en datos.&nbsp;<\/p>\n\n\n\n<p>Recientemente, hemos utilizado informaci\u00f3n algor\u00edtmica para adaptar nuestra gama de productos a segmentos demogr\u00e1ficos espec\u00edficos, lo que ha dado lugar a un aumento de 20% en la participaci\u00f3n de clientes espec\u00edficos. Este enfoque, que aprovecha los datos en tiempo real, permite realizar ajustes \u00e1giles en nuestras ofertas, garantizando que se ajusten a las tendencias de consumo actuales.&nbsp;<\/p>\n\n\n\n<p>Una tendencia emergente que preveo es la mayor integraci\u00f3n de la AI en la predicci\u00f3n del comportamiento de los consumidores, perfeccionando a\u00fan m\u00e1s esta estrategia.<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/www.linkedin.com\/in\/lucasriphagen\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Lucas Riphagen<\/a>Copropietario, <a href=\"https:\/\/triactiveusa.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">TriActiveUSA<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Employing AI-driven prediction models<\/h3>\n\n\n\n<p>La transformaci\u00f3n digital ha influido significativamente en las estrategias de marketing comercial y en la ejecuci\u00f3n de las marcas de bienes de consumo envasados (BPC) en la distribuci\u00f3n minorista. Un impacto clave es el cambio hacia la toma de decisiones basada en datos y la utilizaci\u00f3n de la tecnolog\u00eda para mejorar diversos aspectos del marketing comercial.&nbsp;<\/p>\n\n\n\n<p>An emerging trend in trade marketing for CPG brands is the use of artificial intelligence (AI) for predictive analytics. By applying AI-driven prediction models, brands can forecast consumer trends, optimize inventory management, and predict the success of different marketing strategies. This proactive approach allows brands to stay ahead of market changes and adjust their trade marketing efforts in real-time.<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/www.linkedin.com\/in\/faizan-khan-96073b170\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Faizan Khan<\/a>Especialista en relaciones p\u00fablicas y marketing de contenidos, <a href=\"https:\/\/www.u-buy.co.uk\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Ubuy Espa\u00f1a<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Personalizing campaigns through AI<\/h3>\n\n\n\n<p>Digital transformation is significantly impacting trade marketing strategies for CPG brands, especially in the realm of data analytics and personalized marketing. One specific insight is the use of AI and predictive analytics to analyze consumer behavior and preferences, allowing brands to create highly targeted marketing campaigns.&nbsp;<\/p>\n\n\n\n<p>Una tendencia emergente que predigo es el aumento del uso de la realidad aumentada (RA) en los espacios comerciales, que permite a los clientes interactuar virtualmente con los productos antes de comprarlos. Esto no solo mejora la experiencia del cliente, sino que tambi\u00e9n proporciona a las marcas datos valiosos sobre las interacciones y preferencias de los consumidores.<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/www.linkedin.com\/in\/einav-faruz-185329292\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Einav Biri<\/a>CEO, <a href=\"https:\/\/www.faruzo.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">FARUZO<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">IoT revolutionizing retail shelves<\/h3>\n\n\n\n<p>La transformaci\u00f3n digital est\u00e1 reconfigurando el marketing comercial de las marcas de bienes de consumo al por menor, de forma similar a c\u00f3mo los tel\u00e9fonos inteligentes reinventaron la comunicaci\u00f3n.&nbsp;<\/p>\n\n\n\n<p>Una tendencia destacada es la integraci\u00f3n del IoT (Internet de las cosas) con las estanter\u00edas de los comercios. Imaginemos estanter\u00edas inteligentes que no solo hacen un seguimiento del inventario en tiempo real, sino que tambi\u00e9n recopilan datos sobre el comportamiento de los compradores. Esta tecnolog\u00eda permite a las marcas ajustar din\u00e1micamente su marketing y sus existencias en funci\u00f3n de las interacciones y preferencias inmediatas de los consumidores.&nbsp;<\/p>\n\n\n\n<p>Es como tener un bucle de retroalimentaci\u00f3n en directo directamente desde el lineal, lo que garantiza que las estrategias de marketing tengan la mayor capacidad de respuesta y sean lo m\u00e1s eficientes posible. Esta tendencia est\u00e1 convirtiendo los lineales en plataformas de marketing inteligentes y basadas en datos, revolucionando la forma en que las marcas de bienes de consumo se relacionan con los clientes en el punto de venta.<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/www.linkedin.com\/in\/alexanderstasiak\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Alex Stasiak<\/a>Director General y Fundador, <a href=\"https:\/\/startup-house.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Startup House<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Omnichannel campaigns driving conversions<\/h3>\n\n\n\n<p>Las marcas y los minoristas adoptan cada vez m\u00e1s la transformaci\u00f3n digital. El auge de la publicidad digital en las tiendas ofrece una accesibilidad sin precedentes y valiosas oportunidades de recopilaci\u00f3n de datos. Estos datos pueden servir de base para tomar decisiones estrat\u00e9gicas sobre posicionamiento de marca, precios y crecimiento.&nbsp;<\/p>\n\n\n\n<p>Gigantes de la distribuci\u00f3n como Walmart y Target est\u00e1n ampliando su presencia en el comercio digital, lo que pone de relieve la importancia de una campa\u00f1a omnicanal integrada. Las marcas que combinan eficazmente el marketing en el sitio web, la aplicaci\u00f3n y la tienda se posicionan para lograr mayores tasas de conversi\u00f3n a trav\u00e9s de este enfoque integral y multipunto de contacto.<\/p>\n\n\n\n<p>&#8211; <a href=\"https:\/\/www.linkedin.com\/in\/jason-vaught-944b6625\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Jason Vaught<\/a>Director de Contenidos, <a href=\"https:\/\/www.smashbrand.com\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">SmashBrand<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How BeatRoute helps CPG brands execute digital trade marketing<\/h2>\n\n\n\n<p>Strategy on a slide and execution in the store are two different things. BeatRoute is the only SFA-DMS built to execute your sales goals, and it closes that gap for CPG brands by turning every visit, every shelf, and every retailer order into a measurable action tied to the plan.<\/p>\n\n\n\n<p>Three capabilities do most of the work in a CPG trade marketing stack. Visual Merchandising and Retail Audits use the VM Audit AI Agent to score shelf photos for share of shelf, planogram compliance, and competitor presence, so field teams know whether the campaign actually landed at the outlet. Trade Promotion Workflows run primary and secondary schemes, plus period purchase schemes, directly in the bill, so distributors and retailers see the offer applied at the point of ordering rather than chasing claims after the fact. The Order AI Agent recommends replenishment and the right new SKUs for each outlet, which alone drives 4 to 6% sales uplift.<\/p>\n\n\n\n<p>BeatRoute uses Goal-Driven AI to ensure your trade marketing goals get executed by your sales team and channel partners. Managers also get the BeatRoute Copilot for natural-language questions on campaign performance, compliance, and outlet-level outcomes, in their own language. CPG brands on BeatRoute see an average 12.6% sales uplift in the first year.<\/p>\n\n\n\n<p><a href=\"https:\/\/beatroute.io\/es\/solicite-una-demostracion\/?utm_source=blog&#038;utm_medium=cta&#038;utm_campaign=trade-marketing-cpg\">Get a Free Demo of BeatRoute&#8217;s Trade Marketing Execution<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Preguntas frecuentes<\/h2>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list\">\n<div id=\"faq-question-1776802538\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">What is digital trade marketing for CPG brands?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Digital trade marketing is how CPG brands plan, run, and measure marketing to and through the retail channel using technology. It covers planogram compliance audits, in-bill trade schemes, AI-driven order recommendations, AR and smart packaging, and omnichannel shopper campaigns. The goal is to move from reporting on what happened in store to actively guiding what happens at the shelf and the order.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1776802539\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">How do digital technologies change trade marketing execution?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>They replace manual reporting and guesswork with verified data at every touchpoint. Photos become share of shelf scores, trade schemes apply automatically in the bill, AI recommends the right SKUs per outlet, and campaigns span website, app, and store. Execution becomes measurable per visit and per retailer, so brands can course-correct in days, not quarters.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1776802540\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">Which digital capabilities matter most for CPG trade marketing?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Four capabilities do most of the heavy lifting: photo-based visual merchandising audits, in-bill trade promotion workflows covering primary and secondary schemes, AI order recommendations for each outlet, and a connected retailer or customer app for offers and loyalty. Together they cover what the shelf looks like, what the retailer is offered, what they order, and how they engage.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1776802541\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">How does BeatRoute support digital trade marketing for CPG brands?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>BeatRoute is the only SFA-DMS built to execute your sales goals. Its VM Audit AI Agent scores shelf photos for compliance and share of shelf, Trade Promotion Workflows apply in-bill primary and secondary schemes, and the Order AI Agent recommends the right SKUs per outlet for 4 to 6% sales uplift. Managers query campaign outcomes in natural language through the BeatRoute Copilot.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1776802542\" class=\"rank-math-list-item\">\n<h3 class=\"rank-math-question\">What trends should CPG trade marketers watch next?<\/h3>\n<div class=\"rank-math-answer\">\n\n<p>Expect faster growth in AR product experiences, AI-driven consumer behavior prediction, IoT-enabled shelves, smart packaging for traceability, and tightly integrated omnichannel campaigns across website, app, and store. The common thread is data flowing in real time from the point of purchase back into trade marketing decisions.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Digital technologies are turning CPG trade marketing into measurable execution through shelf audits, in-bill trade schemes, AI orders, and omnichannel campaigns.<\/p>","protected":false},"author":2,"featured_media":14992,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_rsf_enable":false,"content-type":"","footnotes":""},"categories":[16],"tags":[],"geography":[],"industry":[],"class_list":["post-18085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-transformation"],"acf":[],"authors":[],"_links":{"self":[{"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/posts\/18085","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/comments?post=18085"}],"version-history":[{"count":0,"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/posts\/18085\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/media\/14992"}],"wp:attachment":[{"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/media?parent=18085"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/categories?post=18085"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/tags?post=18085"},{"taxonomy":"geography","embeddable":true,"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/geography?post=18085"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/beatroute.io\/es\/wp-json\/wp\/v2\/industry?post=18085"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}