{"id":7301,"date":"2026-09-07T09:15:07","date_gmt":"2026-09-07T15:15:07","guid":{"rendered":"https:\/\/teamcore.com\/?p=7301"},"modified":"2026-09-07T10:51:45","modified_gmt":"2026-09-07T16:51:45","slug":"o-futuro-do-ponto-de-venda-5-tendencias-que-estao-redefinindo-o-pdv-na-america-latina","status":"publish","type":"post","link":"https:\/\/teamcore.com\/pt\/el-futuro-del-punto-de-venta-5-tendencias-que-estan-redifiniendo-el-pdv-en-latinoamerica\/","title":{"rendered":"O futuro do ponto de venda: 5 tend\u00eancias que est\u00e3o redefinindo o PDV na Am\u00e9rica Latina"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7301\" class=\"elementor elementor-7301\">\n\t\t\t\t<div class=\"elementor-element elementor-element-56995e9 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no e-con e-parent\" data-id=\"56995e9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-71c0c5f elementor-widget__width-inherit elementor-widget elementor-widget-html\" data-id=\"71c0c5f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<!-- Teamcore \u00b7 Blog \"El futuro del punto de venta: 5 tendencias que est\u00e1n redefiniendo el PDV en Latinoam\u00e9rica\" -->\r\n<!-- Pegar TODO este bloque en un unico widget \"HTML\" de Elementor (o en un bloque \"HTML personalizado\" de Gutenberg) -->\r\n<!-- Slug sugerido: futuro-punto-de-venta-tendencias-latinoamerica -->\r\n<style>\r\n@import url('https:\/\/fonts.googleapis.com\/css2?family=Manrope:wght@400;500;600;700;800&display=swap');\r\n\r\n#tc-blog{\r\n  --azul-core:#003670;\r\n  --azul-deep:#002348;\r\n  --azul-night:#001a35;\r\n  --azul-mid:#0a4d8f;\r\n  --verde-team:#72B699;\r\n  --verde-bright:#8ed3b4;\r\n  --paper:#F5F8FC;\r\n  --paper-2:#ffffff;\r\n  --ink:#0b2138;\r\n  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.det.d3{transition-delay:.4s}\r\n#tc-blog .det.d4{transition-delay:.6s}\r\n\r\n@media(prefers-reduced-motion:reduce){\r\n  #tc-blog *{animation:none !important;scroll-behavior:auto}\r\n  #tc-blog .reveal,#tc-blog .det{opacity:1;transform:none;filter:none;transition:none}\r\n}\r\n@media(max-width:1180px){#tc-blog .dotnav{display:none}}\r\n<\/style>\r\n\r\n<div id=\"tc-blog\">\r\n<div id=\"tc-progress\"><\/div>\r\n\r\n<nav class=\"dotnav\" aria-label=\"Se\u00e7\u00f5es do artigo\">\r\n  <a href=\"#tc-intro\" data-label=\"Introducci\u00f3n\" class=\"active\" aria-label=\"Introdu\u00e7\u00e3o\"><\/a>\r\n  <a href=\"#t1\" data-label=\"01 \u00b7 Alertas relevantes\" aria-label=\"Alertas relevantes\"><\/a>\r\n  <a href=\"#t2\" data-label=\"02 \u00b7 Perfect Store segmentado\" aria-label=\"Loja Perfeita segmentada\"><\/a>\r\n  <a href=\"#t3\" data-label=\"03 \u00b7 IA y siguiente acci\u00f3n\" aria-label=\"IA e pr\u00f3xima a\u00e7\u00e3o\"><\/a>\r\n  <a href=\"#t4\" data-label=\"04 \u00b7 Fotos como datos\" aria-label=\"Fotos como dados\"><\/a>\r\n  <a href=\"#t5\" data-label=\"05 \u00b7 Colaboraci\u00f3n con seguimiento\" aria-label=\"Colabora\u00e7\u00e3o com acompanhamento\"><\/a>\r\n  <a href=\"#tc-cierre\" data-label=\"Cierre\" aria-label=\"Fechamento\"><\/a>\r\n<\/nav>\r\n\r\n<!-- HERO -->\r\n<header class=\"hero\" id=\"tc-intro\">\r\n  <div class=\"blob b1\"><\/div>\r\n  <div class=\"blob b2\"><\/div>\r\n  <div class=\"sphere\"><\/div>\r\n  <div class=\"wrap\">\r\n   \r\n    <h1>O futuro do ponto de venda:<br><span class=\"hl\">5 tend\u00eancias<\/span> que est\u00e3o redefinindo o PDV na Am\u00e9rica Latina<\/h1>\r\n    <div class=\"heroline\"><\/div>\r\n    <p class=\"dek\" style=\"margin-top:22px\">Como a tecnologia e os dados est\u00e3o mudando a forma de gerenciar <strong style=\"color:#eaf2fb;font-weight:700\">cada ponto de venda<\/strong>.<\/p>\r\n\r\n    \r\n\r\n    <div class=\"trendstrip\">\r\n      <a href=\"#t1\"><span class=\"n\">01<\/span><span class=\"t\">Dos relat\u00f3rios gerais aos alertas relevantes<\/span><\/a>\r\n      <a href=\"#t2\"><span class=\"n\">02<\/span><span class=\"t\">Loja Perfeita adaptada a cada loja<\/span><\/a>\r\n      <a href=\"#t3\"><span class=\"n\">03<\/span><span class=\"t\">A IA recomenda a seguinte a\u00e7\u00e3o<\/span><\/a>\r\n      <a href=\"#t4\"><span class=\"n\">04<\/span><span class=\"t\">As fotos se tornam dados verific\u00e1veis<\/span><\/a>\r\n      <a href=\"#t5\"><span class=\"n\">05<\/span><span class=\"t\">Colabora\u00e7\u00e3o com acompanhamento de a\u00e7\u00f5es<\/span><\/a>\r\n    <\/div>\r\n\r\n    <div class=\"scrollcue\">CONTINUE LENDO\r\n      <svg width=\"16\" height=\"16\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M12 5v14M6 13l6 6 6-6\" stroke=\"#72B699\" stroke-width=\"2.2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>\r\n    <\/div>\r\n  <\/div>\r\n<\/header>\r\n\r\n<!-- INTRO -->\r\n<section class=\"block\">\r\n  <div class=\"wrap\">\r\n    <div class=\"reveal\">\r\n      <p class=\"lead\">Um produto pode aparecer com estoque no sistema e faltar na g\u00f4ndola. Uma promo\u00e7\u00e3o pode estar aprovada, mas ser exibida com o pre\u00e7o errado. S\u00e3o situa\u00e7\u00f5es conhecidas para qualquer equipe de vendas ou trade marketing. A diferen\u00e7a \u00e9 que hoje existem mais sinais para detect\u00e1-las e menos margem para reagir tarde.<\/p>\r\n      <p style=\"margin-top:18px\">Na Am\u00e9rica Latina, al\u00e9m disso, grandes redes com informa\u00e7\u00f5es di\u00e1rias convivem com distribuidores, formatos de desconto e milhares de lojas tradicionais. Gerenciar essa diversidade exige entender o que acontece em cada estabelecimento e decidir <strong>onde atuar primeiro<\/strong>.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt-s\">\r\n      <figure class=\"photo\">\r\n        <img decoding=\"async\" src=\"https:\/\/images.unsplash.com\/photo-1601598851547-4302969d0614?auto=format&fit=crop&w=1600&q=80\" alt=\"G\u00f4ndola de supermercado com produtos exibidos no ponto de venda\" loading=\"lazy\" \/>\r\n      <\/figure>\r\n      <figcaption class=\"figure-caption\">A g\u00f4ndola \u00e9 o lugar onde se comprova \u2014 ou se desmente \u2014 tudo o que o sistema diz.<\/figcaption>\r\n    <\/div>\r\n\r\n    <div class=\"reveal kicker mt\">Estas cinco tend\u00eancias mostram para onde est\u00e1 avan\u00e7ando a execu\u00e7\u00e3o em loja.<\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<!-- 01 -->\r\n<section class=\"block\" id=\"t1\" style=\"background:linear-gradient(180deg,#eef4fb,#f5f8fc)\">\r\n  <div class=\"wrap\">\r\n    <div class=\"reveal\">\r\n      <div class=\"thead\">\r\n        <div class=\"tnum\">01<\/div>\r\n        <div><h2>Dos relat\u00f3rios gerais aos alertas relevantes<\/h2><\/div>\r\n      <\/div>\r\n      <p style=\"margin-top:6px\">Sell-out, invent\u00e1rio, pedidos de compra, sortimento, promo\u00e7\u00f5es, visitas: as equipes recebem mais informa\u00e7\u00f5es do que conseguem revisar manualmente.<\/p>\r\n      <p>\u00c9 por isso que ganha espa\u00e7o o <strong>monitoramento por exce\u00e7\u00e3o<\/strong>. Os sistemas destacam mudan\u00e7as que merecem aten\u00e7\u00e3o, como uma queda at\u00edpica, v\u00e1rios dias sem venda ou estoque que n\u00e3o se move. Um bom alerta tamb\u00e9m traz contexto: um dia sem vendas pode indicar uma ruptura, mas tamb\u00e9m baixa demanda, uma loja fechada ou um erro na fonte.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt-s\">\r\n      <div class=\"alertmock\">\r\n        <div class=\"amhead\"><span class=\"led\"><\/span> Alerta priorizada \u00b7 anatomia<\/div>\r\n        <div class=\"amrow\">\r\n          <div class=\"amcell\"><span class=\"k\">O que aconteceu<\/span><span class=\"v\">3 dias sem venda<small>SKU de alta rota\u00e7\u00e3o \u00b7 Loja 1042<\/small><\/span><\/div>\r\n          <div class=\"amcell\"><span class=\"k\">O que poderia estar em risco<\/span><span class=\"v risk\">Venda estimada do per\u00edodo<small>Comparada com seu pr\u00f3prio hist\u00f3rico<\/small><\/span><\/div>\r\n          <div class=\"amcell\"><span class=\"k\">Quem pode intervir<\/span><span class=\"v\">Executivo de rotas<small>Visita programada para esta semana<\/small><\/span><\/div>\r\n          <div class=\"amcell\"><span class=\"ambtn\">Atribuir a\u00e7\u00e3o<\/span><\/div>\r\n        <\/div>\r\n      <\/div>\r\n      <div class=\"chips\">\r\n        <span class=\"chip\"><i><\/i>Poss\u00edvel causa: ruptura de g\u00f4ndola<\/span>\r\n        <span class=\"chip c2\"><i><\/i>Baixa demanda<\/span>\r\n        <span class=\"chip c3\"><i><\/i>Loja fechada<\/span>\r\n        <span class=\"chip c4\"><i><\/i>Erro na fonte de dados<\/span>\r\n      <\/div>\r\n      <p class=\"figure-caption\">Exemplo ilustrativo da estrutura de um alerta \u00fatil: o fato, seu impacto potencial, as causas poss\u00edveis e o respons\u00e1vel. Os dados s\u00e3o de refer\u00eancia, n\u00e3o correspondem a uma opera\u00e7\u00e3o real.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt\">\r\n      <div class=\"versus\">\r\n        <div class=\"vcard old\">\r\n          <span class=\"vtag\">Relat\u00f3rio geral<\/span>\r\n          <h3 style=\"color:#5b7690\">Tudo, para todos<\/h3>\r\n          <ul>\r\n            <li>Pain\u00e9is extensos que precisam ser interpretados<\/li>\r\n            <li>A mesma vista para cada papel<\/li>\r\n            <li>O achado depende de quem olha<\/li>\r\n            <li>A a\u00e7\u00e3o fica fora do sistema<\/li>\r\n          <\/ul>\r\n        <\/div>\r\n        <div class=\"vcard new\">\r\n          <span class=\"vtag\">Caixa de entrada<\/span>\r\n          <h3>Apenas o que exige decis\u00e3o<\/h3>\r\n          <ul>\r\n            <li>Exce\u00e7\u00f5es que se destacam das demais<\/li>\r\n            <li>Contexto que explica o sinal<\/li>\r\n            <li>Ordem por impacto potencial<\/li>\r\n            <li>Um respons\u00e1vel e um estado por caso<\/li>\r\n          <\/ul>\r\n        <\/div>\r\n      <\/div>\r\n      <p style=\"margin-top:22px\">O painel come\u00e7a a funcionar como uma caixa de entrada de trabalho: mostra o que aconteceu, quanto pode estar em risco e quem pode intervir.<\/p>\r\n    <\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<!-- 02 -->\r\n<section class=\"block\" id=\"t2\">\r\n  <div class=\"wrap\">\r\n    <div class=\"reveal\">\r\n      <div class=\"thead\">\r\n        <div class=\"tnum\">02<\/div>\r\n        <div><h2>Perfect Store se adapta ao potencial de cada loja<\/h2><\/div>\r\n      <\/div>\r\n      <p style=\"margin-top:6px\">Aplicar o mesmo checklist a todos os pontos de venda pode levar a conclus\u00f5es equivocadas. Uma loja de proximidade, um atacadista e um supermercado regional cumprem fun\u00e7\u00f5es diferentes para a categoria. O sortimento esperado e o valor de uma exibi\u00e7\u00e3o tampouco s\u00e3o iguais.<\/p>\r\n      <p>Perfect Store est\u00e1 evoluindo para modelos segmentados por <strong>canal, formato, potencial comercial e comportamento de compra<\/strong>. Isso permite avaliar cada local com crit\u00e9rios mais realistas e identificar casos em que o padr\u00e3o ficou desatualizado.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt-s\">\r\n      <div class=\"arche\">\r\n        <div class=\"acard det\">\r\n          <div class=\"atop\">\r\n            <div class=\"aico\"><svg width=\"22\" height=\"22\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M4 10h16v10H4z\" stroke=\"#003670\" stroke-width=\"2\" stroke-linejoin=\"round\"\/><path d=\"M4 10l2-5h12l2 5\" stroke=\"#72B699\" stroke-width=\"2\" stroke-linejoin=\"round\"\/><\/svg><\/div>\r\n            <h3>Loja de conveni\u00eancia<\/h3>\r\n            <p class=\"arole\">Compra de reposi\u00e7\u00e3o imediata, ticket curto e alta frequ\u00eancia.<\/p>\r\n          <\/div>\r\n          <dl>\r\n            <dt>Variedade esperada<\/dt><dd>N\u00facleo curto de alta rota\u00e7\u00e3o<\/dd>\r\n            <dt>Vari\u00e1vel cr\u00edtica<\/dt><dd>Disponibilidade do imprescind\u00edvel<\/dd>\r\n            <dt>Acompanhamento<\/dt><dd>Frequente e muito restrito<\/dd>\r\n          <\/dl>\r\n        <\/div>\r\n        <div class=\"acard det d2\">\r\n          <div class=\"atop\">\r\n            <div class=\"aico\"><svg width=\"22\" height=\"22\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M3 8h18v12H3z\" stroke=\"#003670\" stroke-width=\"2\" stroke-linejoin=\"round\"\/><path d=\"M3 12h18M9 8V4h6v4\" stroke=\"#72B699\" stroke-width=\"2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/div>\r\n            <h3>Atacadista<\/h3>\r\n            <p class=\"arole\">Abastece outros com\u00e9rcios: volume, grandes formatos e pre\u00e7o.<\/p>\r\n          <\/div>\r\n          <dl>\r\n            <dt>Variedade esperada<\/dt><dd>Formatos de volume e pacotes<\/dd>\r\n            <dt>Vari\u00e1vel cr\u00edtica<\/dt><dd>Invent\u00e1rio e continuidade de abastecimento<\/dd>\r\n            <dt>Acompanhamento<\/dt><dd>Focado em rupturas e pre\u00e7o<\/dd>\r\n          <\/dl>\r\n        <\/div>\r\n        <div class=\"acard det d3\">\r\n          <div class=\"atop\">\r\n            <div class=\"aico\"><svg width=\"22\" height=\"22\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M3 20V9l9-5 9 5v11\" stroke=\"#003670\" stroke-width=\"2\" stroke-linejoin=\"round\"\/><path d=\"M9 20v-6h6v6\" stroke=\"#72B699\" stroke-width=\"2\" stroke-linejoin=\"round\"\/><\/svg><\/div>\r\n            <h3>Supermercado regional<\/h3>\r\n            <p class=\"arole\">Compra planejada, categorias amplas e espa\u00e7o para exposi\u00e7\u00e3o.<\/p>\r\n          <\/div>\r\n          <dl>\r\n            <dt>Variedade esperada<\/dt><dd>Portf\u00f3lio amplo por segmento<\/dd>\r\n            <dt>Vari\u00e1vel cr\u00edtica<\/dt><dd>Compartimento de g\u00f4ndola e exposi\u00e7\u00e3o adicional<\/dd>\r\n            <dt>Acompanhamento<\/dt><dd>Com foco na execu\u00e7\u00e3o promocional<\/dd>\r\n          <\/dl>\r\n        <\/div>\r\n      <\/div>\r\n      <p class=\"figure-caption\">Tr\u00eas arqu\u00e9tipos a t\u00edtulo de exemplo. Os crit\u00e9rios exatos dependem da categoria, do mercado e da estrat\u00e9gia comercial de cada empresa.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal kicker mt\">N\u00e3o \u00e9 preciso come\u00e7ar com dezenas de segmentos. Alguns poucos arqu\u00e9tipos bem definidos podem ajudar a ajustar os SKUs imprescind\u00edveis, as vari\u00e1veis cr\u00edticas e a frequ\u00eancia de monitoramento.<\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<!-- 03 -->\r\n<section class=\"block\" id=\"t3\" style=\"background:linear-gradient(180deg,#eef4fb,#f5f8fc)\">\r\n  <div class=\"wrap\">\r\n    <div class=\"reveal\">\r\n      <div class=\"thead\">\r\n        <div class=\"tnum\">03<\/div>\r\n        <div><h2>A IA come\u00e7a a recomendar a pr\u00f3xima a\u00e7\u00e3o<\/h2><\/div>\r\n      <\/div>\r\n      <p style=\"margin-top:6px\">No PDV, a intelig\u00eancia artificial \u00e9 \u00fatil quando reduz o volume de decis\u00f5es que uma pessoa deve revisar. Os modelos podem detectar padr\u00f5es incomuns, estimar o risco de ruptura e ordenar oportunidades de acordo com seu impacto potencial.<\/p>\r\n      <p>O avan\u00e7o mais interessante est\u00e1 nas recomenda\u00e7\u00f5es concretas: <strong>qual loja verificar, sobre qual SKU, por qual motivo e com qual prioridade<\/strong>.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt-s\">\r\n      <div class=\"reco\">\r\n        <div class=\"rhead\">\r\n          <span class=\"rtitle\">Recomenda\u00e7\u00e3o gerada pelo modelo<\/span>\r\n          <span class=\"prio\">Prioridade alta<\/span>\r\n        <\/div>\r\n        <div class=\"rgrid2\">\r\n          <div><span class=\"k\">Qual loja<\/span><span class=\"v\">Loja 1042<br><span style=\"font-weight:500;font-size:13.5px;color:#3d5670\">Formato de proximidade<\/span><\/span><\/div>\r\n          <div><span class=\"k\">Qual SKU<\/span><span class=\"v\">Refer\u00eancia n\u00facleo<br><span style=\"font-weight:500;font-size:13.5px;color:#3d5670\">Alta rota\u00e7\u00e3o na zona<\/span><\/span><\/div>\r\n          <div><span class=\"k\">Por qual motivo<\/span><span class=\"v\">Risco de fal\u00eancia<br><span style=\"font-weight:500;font-size:13.5px;color:#3d5670\">Padr\u00e3o at\u00edpico de venda<\/span><\/span><\/div>\r\n          <div><span class=\"k\">Com qual prioridade<\/span><span class=\"v\">Antes da pr\u00f3xima visita<br><span style=\"font-weight:500;font-size:13.5px;color:#3d5670\">Ordenada por impacto<\/span><\/span><\/div>\r\n        <\/div>\r\n        <div class=\"signals\">\r\n          <h4>Sinais que explicam a recomenda\u00e7\u00e3o<\/h4>\r\n          <ul>\r\n            <li><svg width=\"16\" height=\"16\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M20 6 9 17l-5-5\" stroke=\"#72B699\" stroke-width=\"2.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Dias consecutivos sem registro de venda<\/li>\r\n            <li><svg width=\"16\" height=\"16\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M20 6 9 17l-5-5\" stroke=\"#72B699\" stroke-width=\"2.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Invent\u00e1rio te\u00f3rico que n\u00e3o se move<\/li>\r\n            <li><svg width=\"16\" height=\"16\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M20 6 9 17l-5-5\" stroke=\"#72B699\" stroke-width=\"2.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Desvio em rela\u00e7\u00e3o ao pr\u00f3prio hist\u00f3rico da loja<\/li>\r\n            <li><svg width=\"16\" height=\"16\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M20 6 9 17l-5-5\" stroke=\"#72B699\" stroke-width=\"2.6\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>Desempenho de lojas compar\u00e1veis<\/li>\r\n          <\/ul>\r\n        <\/div>\r\n        <div class=\"human\">\r\n          <svg width=\"20\" height=\"20\" viewbox=\"0 0 24 24\" fill=\"none\"><circle cx=\"12\" cy=\"12\" r=\"9\" stroke=\"#0a4d8f\" stroke-width=\"2\"\/><path d=\"M12 8v5M12 16.5v.5\" stroke=\"#0a4d8f\" stroke-width=\"2.2\" stroke-linecap=\"round\"\/><\/svg>\r\n          <span>As equipes devem poder ver os sinais por tr\u00e1s de cada recomenda\u00e7\u00e3o e <strong>corrigi-la quando for necess\u00e1rio<\/strong>.<\/span>\r\n        <\/div>\r\n      <\/div>\r\n      <p class=\"figure-caption\">Exemplo ilustrativo do formato de uma recomenda\u00e7\u00e3o acion\u00e1vel; n\u00e3o representa dados de uma opera\u00e7\u00e3o real.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt\">\r\n      <p>Estes resultados tamb\u00e9m precisam de crit\u00e9rio humano. Uma estimativa de venda perdida ajuda a comparar oportunidades, embora dificilmente represente um valor cont\u00e1bil exato.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal quote mt-s\">\r\n      <div class=\"qb\"><\/div>\r\n      <span class=\"qs\">Dado de contexto<\/span>\r\n      <p>A McKinsey aponta que, dentro de CPG, a an\u00e1lise de dados e a IA tradicional mant\u00eam um potencial operacional maior do que a IA generativa.<\/p>\r\n      <p class=\"qsrc\">Em execu\u00e7\u00e3o, isso direciona a aten\u00e7\u00e3o para previs\u00f5es, detec\u00e7\u00e3o de anomalias e prioriza\u00e7\u00e3o. Fonte: <a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/fortune-or-fiction-the-real-value-of-a-digital-and-ai-transformation-in-cpg\" target=\"_blank\" rel=\"noopener\">McKinsey, <em class=\"i\">Sorte ou fic\u00e7\u00e3o? O verdadeiro valor de uma transforma\u00e7\u00e3o digital e de IA em CPG<\/em> (2024)<\/a>.<\/p>\r\n    <\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<!-- 04 -->\r\n<section class=\"block\" id=\"t4\">\r\n  <div class=\"wrap\">\r\n    <div class=\"reveal\">\r\n      <div class=\"thead\">\r\n        <div class=\"tnum\">04<\/div>\r\n        <div><h2>As fotografias se convertem em dados verific\u00e1veis<\/h2><\/div>\r\n      <\/div>\r\n      <p style=\"margin-top:6px\">A vis\u00e3o computacional permite extrair informa\u00e7\u00f5es das fotografias tiradas na loja: presen\u00e7a do produto, n\u00famero de frentes, participa\u00e7\u00e3o na g\u00f4ndola, localiza\u00e7\u00e3o ou cumprimento promocional.<\/p>\r\n      <p>Assim \u00e9 poss\u00edvel revisar um volume de imagens dif\u00edcil de processar manualmente e concentrar a aten\u00e7\u00e3o em <strong>inadimplementos importantes ou casos duvidosos<\/strong>.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt-s\">\r\n      <div class=\"shelfwrap\">\r\n        <svg viewbox=\"0 0 720 330\" role=\"img\" aria-label=\"Esquema de uma prateleira analisada por vis\u00e3o computacional: produtos reconhecidos, um espa\u00e7o vazio detectado e um caso enviado para revis\u00e3o humana\">\r\n          <defs>\r\n            <lineargradient id=\"tcShelfBg\" x1=\"0\" y1=\"0\" x2=\"0\" y2=\"1\">\r\n              <stop offset=\"0%\" stop-color=\"#0b2a4d\"\/><stop offset=\"100%\" stop-color=\"#06203c\"\/>\r\n            <\/lineargradient>\r\n          <\/defs>\r\n          <rect x=\"0\" y=\"0\" width=\"720\" height=\"330\" rx=\"12\" fill=\"url(#tcShelfBg)\"\/>\r\n          <!-- repisas -->\r\n          <rect x=\"34\" y=\"126\" width=\"652\" height=\"7\" rx=\"3\" fill=\"#17436f\"\/>\r\n          <rect x=\"34\" y=\"222\" width=\"652\" height=\"7\" rx=\"3\" fill=\"#17436f\"\/>\r\n          <rect x=\"34\" y=\"308\" width=\"652\" height=\"7\" rx=\"3\" fill=\"#17436f\"\/>\r\n\r\n          <!-- fila 1 -->\r\n          <g>\r\n          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rx=\"6\" fill=\"none\" stroke=\"#72B699\" stroke-width=\"2.5\"\/>\r\n          <rect x=\"44\" y=\"34\" width=\"150\" height=\"18\" rx=\"4\" fill=\"#72B699\"\/>\r\n          <text x=\"52\" y=\"47\" font-family=\"Manrope,sans-serif\" font-size=\"11\" font-weight=\"700\" fill=\"#062b1c\">Produto A \u00b7 3 frentes<\/text>\r\n\r\n          <rect class=\"dbox\" x=\"372\" y=\"46\" width=\"140\" height=\"88\" rx=\"6\" fill=\"none\" stroke=\"#72B699\" stroke-width=\"2.5\"\/>\r\n          <rect x=\"372\" y=\"30\" width=\"150\" height=\"18\" rx=\"4\" fill=\"#72B699\"\/>\r\n          <text x=\"380\" y=\"43\" font-family=\"Manrope,sans-serif\" font-size=\"11\" font-weight=\"700\" fill=\"#062b1c\">Produto B \u00b7 2 frentes<\/text>\r\n\r\n          <!-- fila 2 con hueco -->\r\n          <g>\r\n            <rect x=\"52\" y=\"158\" width=\"48\" height=\"64\" rx=\"5\" fill=\"#3a6f9f\"\/>\r\n            <rect x=\"108\" y=\"158\" width=\"48\" height=\"64\" rx=\"5\" fill=\"#3a6f9f\"\/>\r\n            <rect x=\"300\" y=\"154\" width=\"54\" height=\"68\" rx=\"5\" fill=\"#2a5f95\"\/>\r\n            <rect x=\"362\" y=\"154\" width=\"54\" height=\"68\" rx=\"5\" fill=\"#2a5f95\"\/>\r\n            <rect x=\"424\" y=\"154\" width=\"54\" height=\"68\" rx=\"5\" fill=\"#2a5f95\"\/>\r\n            <rect x=\"556\" y=\"160\" width=\"50\" height=\"62\" rx=\"5\" fill=\"#3f7fbd\"\/>\r\n            <rect x=\"614\" y=\"160\" width=\"50\" height=\"62\" rx=\"5\" fill=\"#3f7fbd\"\/>\r\n          <\/g>\r\n          <!-- hueco detectado -->\r\n          <rect class=\"dbox\" x=\"170\" y=\"150\" width=\"118\" height=\"76\" rx=\"6\" fill=\"rgba(255,95,109,.14)\" stroke=\"#ff5f6d\" stroke-width=\"2.5\" stroke-dasharray=\"7 5\"\/>\r\n          <rect x=\"170\" y=\"134\" width=\"146\" height=\"18\" rx=\"4\" fill=\"#ff5f6d\"\/>\r\n          <text x=\"178\" y=\"147\" font-family=\"Manrope,sans-serif\" font-size=\"11\" font-weight=\"700\" fill=\"#3a0208\">Espa\u00e7o vazio detectado<\/text>\r\n\r\n          <!-- fila 3, caso dudoso -->\r\n          <g>\r\n            <rect x=\"52\" y=\"248\" width=\"50\" height=\"60\" rx=\"5\" fill=\"#2f6da8\"\/>\r\n            <rect x=\"110\" y=\"248\" width=\"50\" height=\"60\" rx=\"5\" fill=\"#2f6da8\"\/>\r\n            <rect x=\"168\" y=\"248\" width=\"50\" height=\"60\" rx=\"5\" fill=\"#2f6da8\"\/>\r\n            <rect x=\"240\" y=\"252\" width=\"46\" height=\"56\" rx=\"5\" fill=\"#3f7fbd\"\/>\r\n            <rect x=\"294\" y=\"252\" width=\"46\" height=\"56\" rx=\"5\" fill=\"#3f7fbd\"\/>\r\n            <rect x=\"420\" y=\"248\" width=\"52\" height=\"60\" rx=\"5\" fill=\"#35659a\" opacity=\".55\"\/>\r\n            <rect x=\"480\" y=\"248\" width=\"52\" height=\"60\" rx=\"5\" fill=\"#35659a\" opacity=\".55\"\/>\r\n            <rect x=\"586\" y=\"250\" width=\"52\" height=\"58\" rx=\"5\" fill=\"#3f7fbd\"\/>\r\n          <\/g>\r\n          <rect class=\"dbox\" x=\"412\" y=\"240\" width=\"128\" height=\"76\" rx=\"6\" fill=\"rgba(224,138,77,.14)\" stroke=\"#e08a4d\" stroke-width=\"2.5\"\/>\r\n          <rect x=\"412\" y=\"224\" width=\"160\" height=\"18\" rx=\"4\" fill=\"#e08a4d\"\/>\r\n          <text x=\"420\" y=\"237\" font-family=\"Manrope,sans-serif\" font-size=\"11\" font-weight=\"700\" fill=\"#3b2005\">Baixa certeza \u00b7 para revis\u00e3o<\/text>\r\n        <\/svg>\r\n        <div class=\"legend\">\r\n          <span><i style=\"background:#72B699\"><\/i>Produto reconhecido<\/span>\r\n          <span><i style=\"background:#ff5f6d\"><\/i>Espa\u00e7o vazio<\/span>\r\n          <span><i style=\"background:#e08a4d\"><\/i>Caso duvidoso enviado para revis\u00e3o humana<\/span>\r\n        <\/div>\r\n        <div class=\"outputs\">\r\n          <div class=\"out\"><div class=\"ov\">Presen\u00e7a<\/div><div class=\"ok\">Est\u00e1 ou n\u00e3o est\u00e1<\/div><\/div>\r\n          <div class=\"out\"><div class=\"ov\">Frentes<\/div><div class=\"ok\">Quantas faces<\/div><\/div>\r\n          <div class=\"out\"><div class=\"ov\">Compartilhar<\/div><div class=\"ok\">Espa\u00e7o na prateleira<\/div><\/div>\r\n          <div class=\"out\"><div class=\"ov\">Localiza\u00e7\u00e3o<\/div><div class=\"ok\">Onde est\u00e1 em exibi\u00e7\u00e3o<\/div><\/div>\r\n          <div class=\"out\"><div class=\"ov\">Promo\u00e7\u00e3o<\/div><div class=\"ok\">Cumprimento<\/div><\/div>\r\n        <\/div>\r\n      <\/div>\r\n      <p class=\"figure-caption\">Esquema ilustrativo do que uma foto de g\u00f4ndola pode se tornar em dados: reconhecimento autom\u00e1tico dos casos claros e encaminhamento das exce\u00e7\u00f5es.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal warn mt\">\r\n      <h3>A qualidade da captura continua sendo decisiva<\/h3>\r\n      <p>Um \u00e2ngulo incompleto, reflexos, pouca luz ou uma embalagem desatualizada podem alterar o resultado. As implementa\u00e7\u00f5es mais confi\u00e1veis automatizam os casos claros e deixam as exce\u00e7\u00f5es para revis\u00e3o humana. Antes de escalar, conv\u00e9m testar o reconhecimento por categoria e canal.<\/p>\r\n      <div class=\"chips\">\r\n        <span class=\"chip c2\"><i><\/i>\u00c2ngulo incompleto<\/span>\r\n        <span class=\"chip c2\"><i><\/i>Reflexos<\/span>\r\n        <span class=\"chip c2\"><i><\/i>Pouca luz<\/span>\r\n        <span class=\"chip c2\"><i><\/i>Embalagem desatualizada<\/span>\r\n      <\/div>\r\n    <\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<!-- 05 -->\r\n<section class=\"block\" id=\"t5\" style=\"background:linear-gradient(180deg,#eef4fb,#f5f8fc)\">\r\n  <div class=\"wrap\">\r\n    <div class=\"reveal\">\r\n      <div class=\"thead\">\r\n        <div class=\"tnum\">05<\/div>\r\n        <div><h2>A colabora\u00e7\u00e3o incorpora o acompanhamento das a\u00e7\u00f5es<\/h2><\/div>\r\n      <\/div>\r\n      <p style=\"margin-top:6px\">Muitos problemas do PDV afetam fabricantes, varejistas e distribuidores. O invent\u00e1rio pode estar registrado e permanecer no estoque. Uma promo\u00e7\u00e3o pode estar ativa no plano comercial e mal implementada na loja. <strong>Detectar a diferen\u00e7a pouco adianta se ningu\u00e9m sabe quem deve resolv\u00ea-la.<\/strong><\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal quote mt-s\">\r\n      <div class=\"qb\"><\/div>\r\n      <span class=\"qs\">Dado de contexto<\/span>\r\n      <p>As empresas l\u00edderes de CPG na Am\u00e9rica Latina d\u00e3o maior peso \u00e0 colabora\u00e7\u00e3o com varejistas e distribuidores, ao uso de dados para gerenciar a for\u00e7a de vendas e ao acesso direto a informa\u00e7\u00f5es do ponto de venda.<\/p>\r\n      <p class=\"qsrc\">Fonte: <a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/leaders-in-latin-american-cpg-a-commercial-excellence-evolution\" target=\"_blank\" rel=\"noopener\">McKinsey, <em class=\"i\">L\u00edderes em CPG na Am\u00e9rica Latina: Uma evolu\u00e7\u00e3o da excel\u00eancia comercial<\/em> (2025)<\/a>.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt\">\r\n      <h3 style=\"margin-bottom:14px\">O ciclo completo de uma oportunidade<\/h3>\r\n      <div class=\"flow\">\r\n        <div class=\"fstep s1 det\"><span class=\"fn\">Passo 01<\/span><h3>O que foi detectado<\/h3><p>O sinal, com seu contexto e seu impacto potencial.<\/p><span class=\"who\">Sistema<\/span><\/div>\r\n        <div class=\"fstep s2 det d2\"><span class=\"fn\">Passo 02<\/span><h3>Quem toma a a\u00e7\u00e3o<\/h3><p>Um respons\u00e1vel claro entre fabricante, varejista ou distribuidor.<\/p><span class=\"who\">Respons\u00e1vel atribu\u00eddo<\/span><\/div>\r\n        <div class=\"fstep s3 det d3\"><span class=\"fn\">Passo 03<\/span><h3>Quando foi resolvido<\/h3><p>A a\u00e7\u00e3o executada na loja, com data e status.<\/p><span class=\"who\">Equipe de campo<\/span><\/div>\r\n        <div class=\"fstep s4 det d4\"><span class=\"fn\">Passo 04<\/span><h3>O que aconteceu depois<\/h3><p>O resultado observado ap\u00f3s a interven\u00e7\u00e3o.<\/p><span class=\"who\">Acompanhamento<\/span><\/div>\r\n      <\/div>\r\n      <p style=\"margin-top:22px\">A colabora\u00e7\u00e3o melhora quando inclui o status de cada oportunidade. Para sustentar esse circuito, s\u00e3o necess\u00e1rios <strong>defini\u00e7\u00f5es comuns<\/strong> de produto, loja, estoque e disponibilidade.<\/p>\r\n      <div class=\"defs\">\r\n        <div>Produto<small>Identifica\u00e7\u00e3o \u00fanica<\/small><\/div>\r\n        <div>Loja<small>Mestrado compartilhado<\/small><\/div>\r\n        <div>Invent\u00e1rio<small>Mesmo crit\u00e9rio<\/small><\/div>\r\n        <div>Disponibilidade<small>Mesma defini\u00e7\u00e3o<\/small><\/div>\r\n      <\/div>\r\n      <p class=\"figure-caption\">Os padr\u00f5es de <a href=\"https:\/\/www.gs1.org\/industries\/retail\" target=\"_blank\" rel=\"noopener\">GS1<\/a> ajudam a manter identifica\u00e7\u00f5es consistentes entre sistemas.<\/p>\r\n    <\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<!-- CIERRE -->\r\n<section class=\"block\" id=\"tc-cierre\">\r\n  <div class=\"wrap\">\r\n    <div class=\"reveal\">\r\n      <span class=\"eyebrow\">Para encerrar<\/span>\r\n      <h2>Uma execu\u00e7\u00e3o mais r\u00e1pida e espec\u00edfica<\/h2>\r\n      <p>O futuro do PDV est\u00e1 sendo constru\u00eddo ao redor de ciclos de decis\u00e3o mais curtos: detectar um sinal, avaliar seu impacto, atribuir uma a\u00e7\u00e3o e verificar o resultado.<\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt-s\">\r\n      <div class=\"cycle\">\r\n        <div class=\"cy det\">\r\n          <div class=\"cyico\"><svg width=\"22\" height=\"22\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M3 15l4-6 4 4 5-8 5 7\" stroke=\"#003670\" stroke-width=\"2.1\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/div>\r\n          <h3>Detectar<\/h3><p>Um sinal que foge do padr\u00e3o.<\/p>\r\n        <\/div>\r\n        <div class=\"cy det d2\">\r\n          <div class=\"cyico\"><svg width=\"22\" height=\"22\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M12 3v18M5 8l7-5 7 5\" stroke=\"#003670\" stroke-width=\"2.1\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><path d=\"M4 20h16\" stroke=\"#72B699\" stroke-width=\"2.1\" stroke-linecap=\"round\"\/><\/svg><\/div>\r\n          <h3>Avaliar<\/h3><p>Quanto poderia estar em jogo.<\/p>\r\n        <\/div>\r\n        <div class=\"cy det d3\">\r\n          <div class=\"cyico\"><svg width=\"22\" height=\"22\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M5 7h14M5 12h9M5 17h6\" stroke=\"#003670\" stroke-width=\"2.1\" stroke-linecap=\"round\"\/><path d=\"M16 16l2.2 2.2L22 14\" stroke=\"#72B699\" stroke-width=\"2.1\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/div>\r\n          <h3>Atribuir<\/h3><p>Uma a\u00e7\u00e3o com respons\u00e1vel.<\/p>\r\n        <\/div>\r\n        <div class=\"cy det d4\">\r\n          <div class=\"cyico\"><svg width=\"22\" height=\"22\" viewbox=\"0 0 24 24\" fill=\"none\"><circle cx=\"12\" cy=\"12\" r=\"8.5\" stroke=\"#003670\" stroke-width=\"2.1\"\/><path d=\"M8.5 12.2l2.4 2.4 4.6-5\" stroke=\"#72B699\" stroke-width=\"2.2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/div>\r\n          <h3>Verificar<\/h3><p>O que aconteceu depois de atuar.<\/p>\r\n        <\/div>\r\n      <\/div>\r\n      <div class=\"loopnote\">\r\n        <svg width=\"16\" height=\"16\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M20 12a8 8 0 11-2.34-5.66\" stroke=\"#8aa0b8\" stroke-width=\"2.2\" stroke-linecap=\"round\"\/><path d=\"M20 3v5h-5\" stroke=\"#8aa0b8\" stroke-width=\"2.2\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>\r\n        O resultado alimenta a pr\u00f3xima detec\u00e7\u00e3o\r\n      <\/div>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt\">\r\n      <p>A tecnologia pode acelerar esse percurso. O valor \u00e9 visto na opera\u00e7\u00e3o: <strong>menos tempo revisando informa\u00e7\u00f5es, visitas mais bem priorizadas e oportunidades atendidas enquanto ainda podem ser recuperadas.<\/strong><\/p>\r\n    <\/div>\r\n\r\n    <div class=\"reveal mt-s\">\r\n      <figure class=\"photo\">\r\n        <img decoding=\"async\" src=\"https:\/\/images.unsplash.com\/photo-1556740738-b6a63e27c4df?auto=format&fit=crop&w=1600&q=80\" alt=\"Equipe comercial analisando informa\u00e7\u00f5es do ponto de venda\" loading=\"lazy\" \/>\r\n      <\/figure>\r\n      <figcaption class=\"figure-caption\">Ciclos de decis\u00e3o mais curtos: a diferen\u00e7a entre saber de um problema e chegar a tempo de resolv\u00ea-lo.<\/figcaption>\r\n    <\/div>\r\n  <\/div>\r\n<\/section>\r\n\r\n<!-- CTA -->\r\n<section class=\"cta\">\r\n  <div class=\"wrap reveal\">\r\n    <span class=\"eyebrow\">Teamcore<\/span>\r\n    <h2>Da informa\u00e7\u00e3o do PDV a a\u00e7\u00f5es mensur\u00e1veis<\/h2>\r\n    <p>Na Teamcore ajudamos as empresas de bens de consumo a conectar informa\u00e7\u00f5es do ponto de venda, detectar oportunidades e ativar a\u00e7\u00f5es mensur\u00e1veis para suas equipes.<\/p>\r\n    <a class=\"btn\" href=\"https:\/\/teamcore.com\/pt\/\" target=\"_blank\" rel=\"noopener\">Conhe\u00e7a como funciona o Teamcore\r\n      <svg width=\"18\" height=\"18\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M5 12h14M13 6l6 6-6 6\" stroke=\"#002348\" stroke-width=\"2.3\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg>\r\n    <\/a>\r\n  <\/div>\r\n<\/section>\r\n\r\n<!-- FOOTER \/ FUENTES -->\r\n<footer>\r\n  <div class=\"wrap\">\r\n    <div class=\"flogo\"><b>Teamcore<\/b><span class=\"rl\"><\/span><\/div>\r\n    <h4>Fontes consultadas<\/h4>\r\n    <ol>\r\n      <li>McKinsey \u2014 <em class=\"i\">L\u00edderes em CPG na Am\u00e9rica Latina: Uma evolu\u00e7\u00e3o da excel\u00eancia comercial<\/em> (2025). <a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/leaders-in-latin-american-cpg-a-commercial-excellence-evolution\" target=\"_blank\" rel=\"noopener\">mckinsey.com<\/a><\/li>\r\n      <li>McKinsey \u2014 <em class=\"i\">Sorte ou fic\u00e7\u00e3o? O verdadeiro valor de uma transforma\u00e7\u00e3o digital e de IA em CPG<\/em> (2024). <a href=\"https:\/\/www.mckinsey.com\/industries\/consumer-packaged-goods\/our-insights\/fortune-or-fiction-the-real-value-of-a-digital-and-ai-transformation-in-cpg\" target=\"_blank\" rel=\"noopener\">mckinsey.com<\/a><\/li>\r\n      <li>Kantar \u2014 <em class=\"i\">3 principais motores que transformaram o mercado de bens de consumo na Am\u00e9rica Latina em 2024<\/em> (2025). <a href=\"https:\/\/www.kantar.com\/inspiration\/fmcg\/3-key-drivers-that-transformed-the-latam-fmcg-market-in-2024\" target=\"_blank\" rel=\"noopener\">kantar.com<\/a><\/li>\r\n      <li>GS1 \u2014 <em class=\"i\">Padr\u00f5es da ind\u00fastria varejista<\/em>. <a href=\"https:\/\/www.gs1.org\/industries\/retail\" target=\"_blank\" rel=\"noopener\">gs1.org<\/a><\/li>\r\n    <\/ol>\r\n    <p class=\"disc\">Os alertas, recomenda\u00e7\u00f5es e esquemas de g\u00f4ndola que aparecem neste artigo s\u00e3o exemplos ilustrativos criados para explicar cada tend\u00eancia; eles n\u00e3o correspondem a dados de uma opera\u00e7\u00e3o real.<\/p>\r\n  <\/div>\r\n<\/footer>\r\n<\/div>\r\n\r\n<script>\r\n(function(){\r\n  var root = document.getElementById('tc-blog');\r\n  if(!root) return;\r\n  var reduce = window.matchMedia('(prefers-reduced-motion: reduce)').matches;\r\n\r\n  var progress = root.querySelector('#tc-progress');\r\n  function onScroll(){\r\n    var h = document.documentElement;\r\n    var scrolled = h.scrollTop \/ (h.scrollHeight - 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