Localização estratégica de PDV é a chave para o sucesso
Os números mostram e os especialistas afirmam que o sucesso das redes de franquias está diretamente ligado à escolha assertiva do ponto de venda. E todos concordamos que encontrar o local ideal não é tarefa nada fácil.
O faturamento do setor de franquias nacional cresceu 6,4% no primeiro semestre de 2019. A receita subiu de de R$ 79,496 bilhões para R$ 84,586 bilhões, segundo divulgou a Let’s Eat, rede que se firmou como um local para o conceito americano de ‘casual dining’, onde é possível degustar tranquilamente um menu diversificado e elaborado.
Muitas pesquisas são feitas pelas franqueadoras para que a capilarização seja bem sucedida, cruzando informações, tanto geográficas quanto do perfil populacional da região almejada. A dica para a escolha do PDV, vai de fatores como o acesso físico, o tráfego de pedestres até o número de concorrentes próximos, sempre pensando no público-alvo e nunca esquecer que o mesmo tem caráter de vida longa.
“É importante fazer estudos e pesquisas de acordo com o perfil do consumidor, para que a decisão do ponto seja a mais acertada possível. A densidade demográfica é um dos critérios mais importantes a ser levado em consideração, pois através dela pode ser estudado o potencial de atrair o cliente para o seu raio de ação”, explica Marcos Nunes, CEO da Let’s Eat.
Lembre-se que, além desses fatores externos, é importante observar o fluxo de pessoas que passam em frente ao local estudado, a visibilidade do local, os estabelecimentos no entorno, o acesso a ruas e avenidas, vagas de estacionamento no local ou proximidades, evitando assim, problemas como a ‘canibalização’.
“Nosso objetivo é colher o máximo de informações e fazer o cruzamento, adaptando-as ao nosso foco e realidade. Acompanhamos os resultados dos pontos em funcionamento confrontando nossos estudos com os dados dos restaurantes já em operação. Estar bem localizado aumenta substancialmente o sucesso de todo negócio”, finaliza.
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