{"id":17500,"date":"2020-05-30T09:00:27","date_gmt":"2020-05-30T06:00:27","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=17500"},"modified":"2020-05-29T21:49:35","modified_gmt":"2020-05-29T18:49:35","slug":"fmcg-in-e-commerce","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/fmcg-in-e-commerce","title":{"rendered":"FMCG \u00een e-commerce &#8211; Interviu cu Bogdan Manca\u0219, E-commerce Manager PepsiCo Rom\u00e2nia"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/fmcg-in-e-commerce\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17501\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/05\/fb_event_cover-gpec_webinar-1.png\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/05\/fb_event_cover-gpec_webinar-1.png 1920w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/05\/fb_event_cover-gpec_webinar-1-300x169.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/05\/fb_event_cover-gpec_webinar-1-768x432.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/05\/fb_event_cover-gpec_webinar-1-1024x576.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/05\/fb_event_cover-gpec_webinar-1-1360x765.png 1360w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<p><strong>P\u00e2n\u0103 de cur\u00e2nd nu se vorbea foarte mult de FMCG \u00een online, \u00eens\u0103 criza \u0219i schimb\u0103rile de comportament cauzate de COVID-19 au schimbat contextul acestei industrii. La GPeC Live, <a href=\"https:\/\/www.linkedin.com\/in\/bogdan-mancas-b2836030\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bogdan Manca\u0219<\/a> (E-Commerce Manager <a href=\"http:\/\/www.pepsico.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">PepsiCo Rom\u00e2nia<\/a>) \u0219i Andrei Radu (CEO GPeC) au vorbit despre migrarea FMCG \u00een e-commerce \u0219i evolu\u021bia agregatorilor de comenzi online pe pia\u021ba din Rom\u00e2nia.<\/strong><\/p>\n<p><!--more--><\/p>\n<p>Urm\u0103ri\u021bi interviul integral pe <a href=\"https:\/\/anchor.fm\/gpec\" target=\"_blank\" rel=\"noopener noreferrer\">podcast<\/a> \u0219i pe canalul nostru de <a href=\"https:\/\/www.youtube.com\/user\/GPECro\/\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<\/a>:<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/anchor.fm\/gpec\/embed\/episodes\/FMCG-n-e-commerce---Interviu-cu-Bogdan-Manca--E-commerce-Manager-PepsiCo-Romnia-eealc8\" width=\"400px\" height=\"102px\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" title=\"FMCG \u00een e-commerce - Interviu cu Bogdan Manca\u0219, E-commerce Manager PepsiCo Rom\u00e2nia\" width=\"910\" height=\"512\" src=\"https:\/\/www.youtube.com\/embed\/x_2vghMvQwk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h2><strong>Schimb\u0103ri bru\u0219te, dar cu efecte pozitive<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Criza COVID-19 \u0219i lockdown-ul st\u0103rii de urgen\u021b\u0103 a avut \u00een prim\u0103 faz\u0103 efecte negative asupra industriei FMCG. \u00cens\u0103 afl\u0103m c\u0103 aceasta a reu\u0219it s\u0103 se adapteze foarte repede la noile condi\u021bii de func\u021bionare \u00een online. Ni\u0219a de Food&amp;Bevarage era prezent\u0103 \u00een online \u00een propor\u021bie de 0.5%, \u00eens\u0103 \u00een ultimele 2 luni aceasta a crescut cu 1-2 procente overall, cre\u0219tere care \u00eenseamn\u0103 foarte mult pentru FMCG.<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">Bogdan Manca\u0219: <\/span><\/i><b><i>Din punctul de vedere al unui E-Commerce Manager, COVID a f\u0103cut \u00eentr-o lun\u0103 ceea ce nu am reu\u0219it s\u0103 facem noi \u00een c\u00e2\u021biva ani. Suntem \u00een e-commerce \u00een FMCG unde trebuia s\u0103 fim \u00een 2025!<\/i><\/b><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Restric\u021biile impuse de starea de urgen\u021b\u0103 \u0219i schimbarea de comportament a consumatorilor au for\u021bat industria FMCG s\u0103 migreze c\u0103tre online \u0219i e-commerce, iar business-urile deja existente \u00een online au \u00eenregistrat cifre record. Dac\u0103, spre exemplu, un agregator de comenzi online livra \u00een medie 100-300 de comenzi pe zi, acum num\u0103rul a ajuns la o medie de <strong>1000\u00a0de comenzi pe zi<\/strong>. Acest aceast\u0103 schimbare a \u00eensemnat un efort logistic din partea agregatorilor \u0219i, \u00een consecin\u021b\u0103, perioada de livrare s-a m\u0103rit, \u00eens\u0103 clien\u021bii au fost \u00een\u021beleg\u0103tori. Ulterior, business-urile au rezolvat aceast\u0103 problem\u0103 reu\u0219ind s\u0103 angajeze mai mul\u021bi livratori \u00een timp relativ scurt.<\/span><\/p>\n<h2><strong>Cum s-a schimbat comportamentul consumatorilor<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Dac\u0103 \u00eenainte oamenii nu aveau curajul s\u0103 comande m\u00e2ncare de pe internet, situa\u021bia creat\u0103 de COVID-19 i-a obligat s\u0103 renun\u021be la temeri, s\u0103 comande online \u0219i s\u0103 pl\u0103teasc\u0103 mai mult cu cardul. Bogdan crede c\u0103 <strong>50%<\/strong> dintre ace\u0219tia vor r\u0103m\u00e2ne \u00een continuare \u00een online pentru c\u0103 experien\u021ba a fost foarte bine pus\u0103 la punct de majoritatea platformelor de livrare: livratorii poart\u0103 m\u0103nu\u0219i, m\u0103\u0219ti, sunt cinsti\u021bi \u0219i \u00ee\u0219i fac job-ul cu pl\u0103cere.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00cen ceea ce prive\u0219te <strong>componenta comenzilor<\/strong>, \u00een prima s\u0103pt\u0103m\u00e2n\u0103 dup\u0103 lockdown oamenii au optat pentru alimente de baz\u0103, \u00eens\u0103 anxietatea generat\u0103 de statul \u00een cas\u0103 a produs \u0219i ea schimb\u0103ri \u00een co\u0219ul de cump\u0103r\u0103turi: dup\u0103 ce lucrurile s-au mai lini\u0219tit, clien\u021bii au \u00eenceput s\u0103 comande dulciuri, snack-uri etc. \u00cen acela\u0219i timp a crescut \u0219i co\u0219ul de produse s\u0103n\u0103toase \u0219i bio.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O alt\u0103 schimbare vizibil\u0103 a fost <strong>perioada \u00een care sunt plasate comenzile<\/strong>. Dac\u0103 p\u00e2n\u0103 acum 20-30% dintre comenzi erau plasate \u00een weekend, dup\u0103 ce majoritatea popula\u021biei a \u00eenceput s\u0103 lucreze de acas\u0103, comenzile au \u00eenceput s\u0103 fie plasate \u00een timpul s\u0103pt\u0103m\u00e2nii.<\/span><\/p>\n<h2><strong>Ce se \u00eent\u00e2mpl\u0103 cu agregatorii de comenzi online<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Recent, Uber Eats <a href=\"https:\/\/www.hotnews.ro\/stiri-esential-23983308-uber-eats-pleaca-din-romania-piata-livrarilor.htm\" target=\"_blank\" rel=\"noopener noreferrer\">a anun\u021bat c\u0103 se retrage de pe pia\u021ba din Rom\u00e2nia<\/a> (\u0219i din alte 6 \u021b\u0103ri) ca urmare a unui randament slab al investi\u021biilor. \u00cen \u021b\u0103rile dezvoltate din UE sunt activi doar<strong> 2-3 juc\u0103tori<\/strong>, \u00eens\u0103 la noi \u00een \u021bar\u0103 &#8211; cu prec\u0103dere \u00een Bucure\u0219ti \u0219i ora\u0219ele mari &#8211; concuren\u021ba este foarte mare. Glovo a c\u00e2\u0219tigat \u00een 2 ani 1.7 milioane de useri, cu 2 ani de investi\u021bii \u00een spate, milioane de comenzi livrate cu o flot\u0103 de 17.000 de livratori.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00cen ceea ce prive\u0219te livr\u0103rile de cump\u0103r\u0103turi online din supermarketuri \u00een aceast\u0103 perioad\u0103, Glovo livreaz\u0103 de la Kaufland, iar concurentul FoodPanda a semnat contract cu Cora. Recent s-a lansat Tazz, platforma celor de la eMag care atac\u0103 convenien\u021ba \u0219i declar\u0103 c\u0103 livreaz\u0103 \u00een 60 de minute.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Acest tip de business a prins foarte bine \u00een Rom\u00e2nia, iar Bogdan este de p\u0103rere c\u0103 un num\u0103r de 2-3 concuren\u021bi pe pia\u021b\u0103 este ideal.<\/span><\/p>\n<h2><strong>Cum au reac\u021bionat restaurantele \u0219i retailerii tradi\u021bionali la noul context<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Retailerii tradi\u021bionali<\/strong> au avut probleme la \u00eenceput, pentru c\u0103 se plasau mai multe comenzi dec\u00e2t \u00een perioada de dinainte de declararea st\u0103rii de urgen\u021b\u0103. S-au adaptat, \u00eens\u0103, repede, f\u0103c\u00e2nd mut\u0103ri strategice de oameni c\u0103tre echipele care se ocup\u0103 de comenzile online. Mul\u021bi au lucrat cu partenerii de Food&amp;Beverages ca s\u0103 creeze pachete speciale pentru a se plia pe cerin\u021bele clien\u021bilor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Restaurantele tradi\u021bionale<\/strong> au suferit \u0219i ele o transformare semnificativ\u0103 \u0219i s-au mutat \u00een online \u00een principal pentru <strong>brand awareness<\/strong>, pentru a r\u0103m\u00e2ne aproape de clien\u021bii lor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Restaurantele care deja erau active \u00een online (pizzerii, fast food etc.) au \u00eenregistrat cre\u0219teri de p\u00e2n\u0103 la 3 ori mai mult \u00een aceast\u0103 perioad\u0103. \u00cens\u0103 s-a observat o schimbare important\u0103 \u00een comportamentul de consum: dac\u0103 \u00eenainte co\u0219ul de comand\u0103 era mai mare (pentru o petrecere \u00eentre prieteni, de exemplu), acum <strong>valoarea co\u0219ului a sc\u0103zut dramatic dar s-a m\u0103rit num\u0103rul de comenzi<\/strong> (comenzi individuale la pr\u00e2nz, cin\u0103 etc).<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Companiile de catering<\/strong> care livrau pentru evenimente mari (nun\u021bi, petreceri corporate etc.) vor trebui s\u0103 se adapteze, de asemenea, \u0219i s\u0103 \u00ee\u0219i cunoasc\u0103 foarte bine noul public c\u0103ruia i se adreseaz\u0103. Av\u00e2nd \u00een vedere c\u0103 normele de distan\u021bare social\u0103 vor mai r\u0103m\u00e2ne un timp \u00een vigoare, oamenii vor fi \u00eenclina\u021bi s\u0103 organizeze evenimente mici de tip \u201dgarden party\u201d cu maxim 30-40 de persoane.<\/span><\/p>\n<h2><strong>Care au fost reac\u021biile PepsiCo?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Bogdan Manca\u0219:<\/strong>\u00a0 <\/span><em>\u00cen primul r\u00e2nd, am \u00eentins o m\u00e2n\u0103 de ajutor partenerilor din FMCG cu care lucr\u0103m. E important s\u0103 \u00een\u021belegi partenerul din toate punctele de vedere. Dac\u0103 \u00een\u021belegi, vei avea numai de c\u00e2\u0219tigat. Echipa HoReCa au ajutat partenerii s\u0103 treac\u0103 din offline \u00een online.<span style=\"font-weight: 400;\">\u00a0<\/span><\/em><\/p>\n<p><em>PepsiCo face e-commerce de 3 ani. Suntem preg\u0103ti\u021bi \u0219i pentru venirea Amazon \u00een \u021bar\u0103. Noi vedeam ce se \u00eent\u00e2mpl\u0103 \u00een Europa la \u00eenceputul pandemiei, eram preg\u0103ti\u021bi pentru orice. <span style=\"font-weight: 400;\">(&#8230;) <\/span>Nu exist\u0103 un benchmark. \u00cencerc\u0103m s\u0103 adapt\u0103m la pia\u021ba din Rom\u00e2nia ce vedem c\u0103 se \u00eent\u00e2mpl\u0103 \u00een Europa.<\/em><\/p>\n<h2><strong>La ce s\u0103 ne a\u0219tept\u0103m \u00een viitor?<\/strong><\/h2>\n<p><b>B.M.<\/b><em> &#8211; Cred c\u0103 cel mai afectat pe termen lung va fi turismul, nu mai sunt a\u0219a mul\u021bi bani, dar cred c\u0103 turismul rom\u00e2nesc va cre\u0219te exponen\u021bial. <strong>Se vehiculeaz\u0103 o revenire economic\u0103 \u00een Europa abia \u00een perioada 2023-2024.<\/strong><\/em><\/p>\n<h2><strong>Concluzii<\/strong><\/h2>\n<p><em><b>B.M.<\/b> &#8211; M\u0103 bucur s\u0103 v\u0103d c\u0103 lumea \u0219i-a dat seama c\u0103 mai sunt \u0219i alte lucruri importante. Familiile s-au apropiat mai mult, de exemplu.<span style=\"font-weight: 400;\">\u00a0<\/span><\/em><\/p>\n<p><em>A crescut inevitabil domeniul nostru &#8211; toate lucrurile din online cresc. \u00cen sf\u00e2r\u0219it am beneficiat \u0219i noi \u00een Rom\u00e2nia de \u201dadev\u0103ratul internet\u201d<span style=\"font-weight: 400;\"> (platforma Zoom a ajuns global la 200 milioane de utilizatori).\u00a0<\/span><\/em><\/p>\n<p><em>E o perioad\u0103 dificil\u0103, trebuie s\u0103 ne conform\u0103m, trebuie s\u0103 fim optimi\u0219ti. P\u0103rerea mea e c\u0103 <strong>optimismul ne aduce pe calea cea bun\u0103 &#8211; dac\u0103 stai sup\u0103rat, nu pleac\u0103 covidul.<\/strong><\/em><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>Fii la curent cu cele mai noi resurse din E-Commerce \u0219i Digital Marketing \u2013\u00a0<a href=\"https:\/\/gpec.us12.list-manage.com\/subscribe\/post?u=19b4fcb666cfa641f72195df2&amp;id=1b97918447\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>aboneaz\u0103-te la newsletter-ul GPeC!<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/fmcg-in-e-commerce\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>P\u00e2n\u0103 de cur\u00e2nd nu se vorbea foarte mult de FMCG \u00een online, \u00eens\u0103 criza \u0219i schimb\u0103rile de comportament cauzate de COVID-19 au schimbat contextul acestei industrii. La GPeC Live, Bogdan Manca\u0219 (E-Commerce Manager PepsiCo Rom\u00e2nia) \u0219i Andrei Radu (CEO GPeC) au vorbit despre migrarea FMCG \u00een e-commerce \u0219i evolu\u021bia agregatorilor de comenzi online pe pia\u021ba din Rom\u00e2nia.<\/p>\n","protected":false},"author":19,"featured_media":17501,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[3741,739,3743,3751,3747,905,3753,3749,3745],"class_list":["post-17500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviurile-gpec","tag-bogdan-mancas","tag-ecommerce","tag-fmcg","tag-foodpanda","tag-glovo","tag-gpec-live","tag-pepsico","tag-tazz","tag-ubereats"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17500","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=17500"}],"version-history":[{"count":7,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17500\/revisions"}],"predecessor-version":[{"id":17539,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/17500\/revisions\/17539"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/17501"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=17500"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=17500"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=17500"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}