{"id":1506,"date":"2026-03-02T16:18:02","date_gmt":"2026-03-02T15:18:02","guid":{"rendered":"https:\/\/activation-agencies.eu\/de\/?post_type=case-studies&#038;p=1506"},"modified":"2026-03-02T16:27:20","modified_gmt":"2026-03-02T15:27:20","slug":"multi-market-in-store-activation","status":"publish","type":"case-studies","link":"https:\/\/activation-agencies.eu\/ro\/case-studies\/activare-in-magazin-multi-market\/","title":{"rendered":"Activare \u00een magazin Multi-Market"},"content":{"rendered":"<p><\/p>\n<h2 data-start=\"3050\" data-end=\"3070\">Situa\u021bia ini\u021bial\u0103<\/h2>\n<p data-start=\"3072\" data-end=\"3279\">air up\u00ae ne-a abordat cu un obiectiv clar:<br data-start=\"3113\" data-end=\"3116\" \/>Cre\u0219terea notoriet\u0103\u021bii brandului pe patru pie\u021be cheie, crearea unor experien\u021be directe de produs la POS \u0219i \u00eembun\u0103t\u0103\u021birea m\u0103surabil\u0103 a ratei de conversie \u00een retail.<\/p>\n<p data-start=\"3281\" data-end=\"3582\">Ca brand inovator bazat pe tehnologia olfactiv\u0103, air up\u00ae este un produs care necesit\u0103 explica\u021bii. Tocmai de aceea interac\u021biunea fizic\u0103 \u00een punctul de v\u00e2nzare este esen\u021bial\u0103. \u00centr-un mediu competitiv, trial-ul trebuia transformat imediat \u00een achizi\u021bie \u2013 \u00eentr-un mod scalabil \u0219i orientat spre performan\u021b\u0103.<\/p>\n<h2 data-start=\"3584\" data-end=\"3596\">Strategie<\/h2>\n<p data-start=\"3598\" data-end=\"3778\">\u00cempreun\u0103 cu agen\u021biile noastre partenere din Fran\u021ba, \u021a\u0103rile de Jos \u0219i Belgia, precum \u0219i cu echipa noastr\u0103 din Germania, am dezvoltat o strategie coordonat\u0103 de sampling multi-market.<\/p>\n<p data-start=\"3780\" data-end=\"3789\">Abordare:<\/p>\n<ul data-start=\"3791\" data-end=\"4040\">\n<li data-start=\"3791\" data-end=\"3851\">\n<p data-start=\"3793\" data-end=\"3851\">Focus pe loca\u021bii retail cu trafic ridicat \u00een zone urbane<\/p>\n<\/li>\n<li data-start=\"3852\" data-end=\"3905\">\n<p data-start=\"3854\" data-end=\"3905\">Wet sampling pentru a demonstra \u201eair up\u00ae feeling\u201d<\/p>\n<\/li>\n<li data-start=\"3906\" data-end=\"3988\">\n<p data-start=\"3908\" data-end=\"3988\">Orientare clar\u0103 c\u0103tre KPI (trial-uri pe zi, rat\u0103 de conversie, cost per trial)<\/p>\n<\/li>\n<li data-start=\"3989\" data-end=\"4040\">\n<p data-start=\"3991\" data-end=\"4040\">Execu\u021bie unitar\u0103 a brandului cu adaptare local\u0103<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4042\" data-end=\"4116\">Obiectiv pe zi de activare:<br data-start=\"4069\" data-end=\"4072\" \/>150+ trial-uri \u0219i aproximativ 15% conversie.<\/p>\n<p data-start=\"4118\" data-end=\"4209\">Activarea a combinat explicarea produsului, experien\u021ba direct\u0103 \u0219i direc\u021bionarea c\u0103tre raft.<\/p>\n<h2 data-start=\"4211\" data-end=\"4226\">Implementare<\/h2>\n<p data-start=\"4228\" data-end=\"4281\">Pie\u021be:<br data-start=\"4234\" data-end=\"4237\" \/>Germania | Fran\u021ba | \u021a\u0103rile de Jos | Belgia<\/p>\n<p data-start=\"4283\" data-end=\"4393\">Loca\u021bii:<br data-start=\"4291\" data-end=\"4294\" \/>Lan\u021buri importante de supermarketuri, zone comerciale centrale \u0219i clustere retail cu trafic intens.<\/p>\n<p data-start=\"4395\" data-end=\"4421\">Touchpoint-uri principale:<\/p>\n<ul data-start=\"4423\" data-end=\"4615\">\n<li data-start=\"4423\" data-end=\"4468\">\n<p data-start=\"4425\" data-end=\"4468\">Demonstra\u021bie live a tehnologiei olfactive<\/p>\n<\/li>\n<li data-start=\"4469\" data-end=\"4525\">\n<p data-start=\"4471\" data-end=\"4525\">Interac\u021biune activ\u0103 prin brand ambassadors instrui\u021bi<\/p>\n<\/li>\n<li data-start=\"4526\" data-end=\"4561\">\n<p data-start=\"4528\" data-end=\"4561\">Direc\u021bionare direct\u0103 c\u0103tre raft<\/p>\n<\/li>\n<li data-start=\"4562\" data-end=\"4615\">\n<p data-start=\"4564\" data-end=\"4615\">Monitorizarea performan\u021bei prin raportare zilnic\u0103<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4617\" data-end=\"4667\">Echipele au fost instruite intensiv, cu accent pe:<\/p>\n<ul data-start=\"4669\" data-end=\"4823\">\n<li data-start=\"4669\" data-end=\"4720\">\n<p data-start=\"4671\" data-end=\"4720\">Storytelling despre inova\u021bie \u0219i sustenabilitate<\/p>\n<\/li>\n<li data-start=\"4721\" data-end=\"4772\">\n<p data-start=\"4723\" data-end=\"4772\">Argumentare clar\u0103 \u00eempotriva b\u0103uturilor cu zah\u0103r<\/p>\n<\/li>\n<li data-start=\"4773\" data-end=\"4823\">\n<p data-start=\"4775\" data-end=\"4823\">Identificarea rapid\u0103 a nevoilor consumatorilor<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4825\" data-end=\"4938\">Toate pie\u021bele au lucrat pe baza unui cadru unitar de raportare pentru a asigura comparabilitate \u0219i scalabilitate.<\/p>\n<h2 data-start=\"4940\" data-end=\"4952\">Rezultate<\/h2>\n<ul data-start=\"4954\" data-end=\"5170\">\n<li data-start=\"4954\" data-end=\"4999\">\n<p data-start=\"4956\" data-end=\"4999\">Zeci de mii de trial-uri \u00een toate pie\u021bele<\/p>\n<\/li>\n<li data-start=\"5000\" data-end=\"5061\">\n<p data-start=\"5002\" data-end=\"5061\">Cre\u0219tere semnificativ\u0103 a v\u00e2nz\u0103rilor \u00een zilele de activare<\/p>\n<\/li>\n<li data-start=\"5062\" data-end=\"5109\">\n<p data-start=\"5064\" data-end=\"5109\">Rat\u0103 de conversie m\u0103surabil\u0103, cu dou\u0103 cifre<\/p>\n<\/li>\n<li data-start=\"5110\" data-end=\"5170\">\n<p data-start=\"5112\" data-end=\"5170\">Prezen\u021b\u0103 puternic\u0103 a brandului pe patru pie\u021be strategice<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"5172\" data-end=\"5269\">Deosebit de eficient\u0103: combina\u021bia direct\u0103 dintre experien\u021b\u0103, explica\u021bie \u0219i proximitatea raftului.<\/p>\n<h2 data-start=\"5271\" data-end=\"5292\">De ce a func\u021bionat<\/h2>\n<p data-start=\"5294\" data-end=\"5364\">air up\u00ae nu este un produs pe care doar \u00eel vezi \u2013 trebuie experimentat.<\/p>\n<p data-start=\"5366\" data-end=\"5648\">Sampling-ul \u00een magazin a redus bariera cognitiv\u0103 a unui produs inovator \u0219i a transformat curiozitatea \u00een inten\u021bie de cump\u0103rare imediat\u0103. Interac\u021biunea personal\u0103 a generat \u00eencredere, sampling-ul a creat \u201emomentul aha\u201d, iar proximitatea raftului a f\u0103cut achizi\u021bia o consecin\u021b\u0103 logic\u0103.<\/p>\n<h2 data-start=\"5650\" data-end=\"5700\">Concluzie pentru brandurile FMCG \u0219i de inova\u021bie<\/h2>\n<p data-start=\"5702\" data-end=\"5759\">Activarea interna\u021bional\u0103 la POS func\u021bioneaz\u0103 atunci c\u00e2nd:<\/p>\n<ul data-start=\"5761\" data-end=\"5957\">\n<li data-start=\"5761\" data-end=\"5816\">\n<p data-start=\"5763\" data-end=\"5816\">Pie\u021bele sunt coordonate central, dar \u00een\u021belese local<\/p>\n<\/li>\n<li data-start=\"5817\" data-end=\"5849\">\n<p data-start=\"5819\" data-end=\"5849\">KPI-urile sunt clar definite<\/p>\n<\/li>\n<li data-start=\"5850\" data-end=\"5906\">\n<p data-start=\"5852\" data-end=\"5906\">Sampling-ul este tratat ca instrument de performan\u021b\u0103<\/p>\n<\/li>\n<li data-start=\"5907\" data-end=\"5957\">\n<p data-start=\"5909\" data-end=\"5957\">Trial-ul \u0219i conversia sunt conectate strategic<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"5959\" data-end=\"6030\">Cu setarea potrivit\u0103, sampling-ul devine un motor de cre\u0219tere scalabil.<\/p>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Situa\u021bia ini\u021bial\u0103 air up\u00ae ne-a abordat cu un obiectiv clar:Cre\u0219terea notoriet\u0103\u021bii brandului pe patru pie\u021be cheie, crearea unor experien\u021be directe de produs la POS \u0219i \u00eembun\u0103t\u0103\u021birea m\u0103surabil\u0103 a ratei de conversie \u00een retail. Ca brand inovator bazat pe tehnologia olfactiv\u0103, air up\u00ae este un produs care necesit\u0103 explica\u021bii. Tocmai de aceea interac\u021biunea fizic\u0103 \u00een punctul [&hellip;]<\/p>\n","protected":false},"featured_media":1507,"template":"","meta":{"_acf_changed":false},"categories":[16,19,21],"class_list":["post-1506","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","category-activation","category-activation-agencies","category-brand-activation"],"acf":[],"_links":{"self":[{"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/case-studies\/1506","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/case-studies"}],"about":[{"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/types\/case-studies"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/media\/1507"}],"wp:attachment":[{"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/media?parent=1506"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/categories?post=1506"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}