{"id":7119,"date":"2026-04-21T09:48:31","date_gmt":"2026-04-21T09:48:31","guid":{"rendered":"https:\/\/assecoplatform.com\/2026\/04\/21\/come-oshee-scala-lesecuzione-retail-in-55-mercati-senza-perdere-il-controllo\/"},"modified":"2026-10-08T22:13:19","modified_gmt":"2026-10-08T22:13:19","slug":"come-oshee-scala-retail-execution","status":"publish","type":"post","link":"https:\/\/assecoplatform.com\/it\/2026\/04\/21\/come-oshee-scala-retail-execution\/","title":{"rendered":"Come OSHEE scala la retail execution in 55 mercati senza perdere il controllo"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull oshee-blog-page is-layout-flow wp-block-group-is-layout-flow\">\n\n\n<style>\n\/* CHG-642: jeden H1 (naglowek motywu ukryty, wzor Komponent 7) + siatki 1 kolumna na telefonie.\n   Scoped na ID wpisu: przy tlumaczeniu ID MUSI sie zmienic (E6). *\/\nbody.postid-7119 .single-header{display:none !important;}\nbody.postid-7119 .single-content-wrapper{margin-top:0 !important;padding-top:0 !important;}\nbody.postid-7119 .entry-content{margin-top:0 !important;padding-top:0 !important;}\nbody.postid-7119 .entry-content>:first-child{margin-top:0 !important;}\n@media (max-width:781px){\nbody.postid-7119 .oshee-blog-page div[style*=\"grid-template-columns:1fr 1fr\"]{grid-template-columns:minmax(0,1fr) !important;}\nbody.postid-7119 .oshee-blog-page .card{padding:28px !important;}\n}\n<\/style>\n\n\n\n<section class=\"section bg-dark alignfull\" style=\"background:linear-gradient(135deg,#0B1E3F 0%,#1a2f5a 50%,#0B1E3F 100%);padding:80px 0 100px;color:#fff;\">\n  <div class=\"container-wide\" style=\"max-width:1200px;margin:0 auto;padding:0 24px;\">\n    <div style=\"display:grid;grid-template-columns:1fr 1fr;gap:48px;align-items:center;\">\n      <div>\n        <div style=\"font-size:14px;letter-spacing:2px;text-transform:uppercase;color:rgba(255,255,255,0.7);margin-bottom:16px;\">Retail Summit 2026 \u00b7 Main Stage<\/div>\n        <h1 style=\"font-size:clamp(32px,4vw,54px);line-height:1.1;margin:0 0 24px;color:#fff;font-weight:700;\">Come OSHEE scala la <span class=\"gradient-text\" style=\"background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;\">retail execution<\/span> in 55 mercati<\/h1>\n        <p style=\"font-size:18px;line-height:1.6;color:rgba(255,255,255,0.85);margin:0 0 32px;max-width:560px;\">Per i brand FMCG in rapida crescita, l&#8217;esecuzione retail su larga scala fa la differenza tra una crescita sostenibile e una crescita che crolla sotto il proprio peso operativo.<\/p>\n        <div class=\"hero__stats\" style=\"display:flex;gap:24px;flex-wrap:wrap;\">\n          <div class=\"hero__stat\" style=\"display:flex;flex-direction:column;min-width:120px;\">\n            <span class=\"hero__stat-value\" style=\"font-size:32px;font-weight:700;color:#fff;\">55<\/span>\n            <span class=\"hero__stat-label\" style=\"font-size:13px;color:rgba(255,255,255,0.7);text-transform:uppercase;letter-spacing:1px;\">Mercati OSHEE<\/span>\n          <\/div>\n          <div class=\"hero__stat\" style=\"display:flex;flex-direction:column;min-width:120px;\">\n            <span class=\"hero__stat-value\" style=\"font-size:32px;font-weight:700;color:#fff;\">oltre 750 mln<\/span>\n            <span class=\"hero__stat-label\" style=\"font-size:13px;color:rgba(255,255,255,0.7);text-transform:uppercase;letter-spacing:1px;\">PLN di fatturato OSHEE<\/span>\n          <\/div>\n          <div class=\"hero__stat\" style=\"display:flex;flex-direction:column;min-width:120px;\">\n            <span class=\"hero__stat-value\" style=\"font-size:32px;font-weight:700;color:#fff;\">4<\/span>\n            <span class=\"hero__stat-label\" style=\"font-size:13px;color:rgba(255,255,255,0.7);text-transform:uppercase;letter-spacing:1px;\">Canali di vendita OSHEE<\/span>\n            <span class=\"hero__stat-context\" style=\"font-size:11px;color:rgba(255,255,255,0.55);margin-top:4px;letter-spacing:0.3px;\">Tradizionale \u00b7 Moderno \u00b7 Fitness \u00b7 Terze parti<\/span>\n          <\/div>\n          <div class=\"hero__stat\" style=\"display:flex;flex-direction:column;min-width:120px;\">\n            <span class=\"hero__stat-value\" style=\"font-size:32px;font-weight:700;color:#fff;\">oltre 3.400<\/span>\n            <span class=\"hero__stat-label\" style=\"font-size:13px;color:rgba(255,255,255,0.7);text-transform:uppercase;letter-spacing:1px;\">Partecipanti al Retail Summit 2026<\/span>\n          <\/div>\n        <\/div>\n      <\/div>\n      <div>\n        <img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/04\/oshee-shelf-moment-of-truth-retail-summit-2026.jpg\" alt=\"OSHEE and Asseco Platform speakers on the Retail Summit 2026 Main Stage presenting the shelf moment of truth\" style=\"width:100%;height:auto;border-radius:16px;box-shadow:0 20px 60px rgba(0,0,0,0.4);\"\/>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section bg-white alignfull\" style=\"padding:80px 0;\">\n  <div class=\"container-wide\" style=\"max-width:860px;margin:0 auto;padding:0 24px;\">\n    <h2 class=\"section-title\" style=\"font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 32px;color:#0B1E3F;font-weight:700;\">Cos&#8217;\u00e8 l&#8217;<span class=\"gradient-text\" style=\"background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;\">esecuzione retail su larga scala<\/span>?<\/h2>\n    <p style=\"font-size:18px;line-height:1.7;color:#334155;margin:0 0 20px;\">L&#8217;esecuzione retail su larga scala significa mantenere la promessa del brand coerente in ogni punto vendita, indipendentemente da quanti mercati, canali o partner siano coinvolti. Copre disponibilit\u00e0, presenza sullo scaffale, conformit\u00e0 dei prezzi, aderenza al planogramma e il lavoro quotidiano dei rappresentanti di vendita sul campo e dei merchandiser terzi. <\/p>\n    <p style=\"font-size:18px;line-height:1.7;color:#334155;margin:0;\">Per un singolo negozio, l&#8217;esecuzione retail \u00e8 una disciplina locale. Su larga scala, in decine di migliaia di negozi in pi\u00f9 paesi, diventa un problema di sistema. Il marketing genera domanda. Lo scaffale la conferma o la spezza. Non c&#8217;\u00e8 via di mezzo.    <\/p>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section bg-gray alignfull\" style=\"background:#F8FAFC;padding:80px 0;\">\n  <div class=\"container-wide\" style=\"max-width:1200px;margin:0 auto;padding:0 24px;\">\n    <div style=\"display:grid;grid-template-columns:1fr 1fr;gap:56px;align-items:center;\">\n      <div>\n        <h2 class=\"section-title\" style=\"font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 24px;color:#0B1E3F;font-weight:700;\">Perch\u00e9 la crescita dei brand FMCG amplia il <span class=\"gradient-text\" style=\"background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;\">divario di esecuzione<\/span><\/h2>\n        <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0 0 16px;\">Pi\u00f9 velocemente cresce un brand FMCG, pi\u00f9 si amplia il divario tra la sua promessa di marketing e la realt\u00e0 operativa. Pi\u00f9 SKU, pi\u00f9 negozi, pi\u00f9 canali, pi\u00f9 mercati. Ogni livello moltiplica la complessit\u00e0, e ogni livello amplifica il costo di un singolo errore di esecuzione. <\/p>\n        <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0;\">La scala di OSHEE rende tutto questo evidente. Il brand \u00e8 presente in <strong>55 mercati<\/strong>, ha superato i <strong>750 milioni di PLN di fatturato<\/strong>, \u00e8 Official Hydration Partner della <strong>LaLiga<\/strong> e lavora con ambassador come <strong>Iga \u015awi\u0105tek<\/strong>. Questa \u00e8 crescita in pieno movimento. Ma la crescita \u00e8 rumorosa, e pi\u00f9 diventa rumorosa, pi\u00f9 diventa difficile sentire cosa succede sullo scaffale.   <\/p>\n      <\/div>\n      <div>\n        <img decoding=\"async\" src=\"https:\/\/assecoplatform.com\/wp-content\/uploads\/2026\/04\/oshee-vitamin-boost-iga-swiatek-product-line.jpg\" alt=\"Lattine OSHEE Vitamin Boost con la campionessa di tennis Iga \u015awi\u0105tek come brand ambassador\" style=\"width:100%;height:auto;border-radius:16px;box-shadow:0 12px 40px rgba(11,30,63,0.15);\"\/>\n        <p style=\"font-size:13px;color:#64748B;margin:12px 0 0;font-style:italic;\">Linea OSHEE Vitamin Boost con la brand ambassador Iga \u015awi\u0105tek.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section bg-dark alignfull\" style=\"background:linear-gradient(135deg,#0B1E3F 0%,#1a2f5a 100%);padding:80px 0;\">\n  <div class=\"container-wide\" style=\"max-width:900px;margin:0 auto;padding:0 24px;text-align:center;\">\n    <div style=\"font-size:80px;line-height:1;color:rgba(245,158,11,0.4);margin-bottom:-24px;font-family:Georgia,serif;\"><\/div>\n    <blockquote style=\"margin:0;padding:0;border:0;\">\n      <p style=\"font-size:clamp(24px,2.8vw,34px);line-height:1.3;color:#fff;font-weight:600;margin:0 0 32px;\">Il marketing crea aspettative. Il retail le verifica. <\/p>\n      <cite style=\"font-size:15px;color:rgba(255,255,255,0.7);font-style:normal;letter-spacing:1px;text-transform:uppercase;\">Tomasz Pastwa \u00b7 Direttore Vendite Traditional Trade, OSHEE<\/cite>\n    <\/blockquote>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section bg-white alignfull\" style=\"padding:80px 0;\">\n  <div class=\"container-wide\" style=\"max-width:1100px;margin:0 auto;padding:0 24px;\">\n    <h2 class=\"section-title\" style=\"font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 16px;color:#0B1E3F;font-weight:700;text-align:center;\">Come colma OSHEE il <span class=\"gradient-text\" style=\"background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;\">divario dell'&#8221;ultimo metro&#8221;<\/span>?<\/h2>\n    <p style=\"font-size:17px;line-height:1.7;color:#475569;margin:0 auto 48px;max-width:720px;text-align:center;\">La risposta di OSHEE si basa su due pilastri operativi, che poggiano entrambi su <a href=\"https:\/\/assecoplatform.com\/it\/vendite-ed-esecuzione-al-dettaglio-2\/\" style=\"color:#4F46E5;text-decoration:underline;\">Asseco Platform<\/a>. Ogni pilastro colma un tipo specifico di divario tra la promessa del brand e l&#8217;esperienza del consumatore. <\/p>\n    <div style=\"display:grid;grid-template-columns:1fr 1fr;gap:32px;\">\n      <div class=\"card\" style=\"background:#F8FAFC;padding:40px;border-radius:20px;border:1px solid #E2E8F0;\">\n        <div style=\"width:56px;height:56px;border-radius:14px;background:linear-gradient(135deg,#4F46E5,#8B5CF6);display:flex;align-items:center;justify-content:center;margin-bottom:20px;color:#fff;font-size:28px;font-weight:700;\">1<\/div>\n        <h3 style=\"font-size:22px;line-height:1.3;color:#0B1E3F;margin:0 0 16px;font-weight:700;\">Realt\u00e0 della disponibilit\u00e0<\/h3>\n        <p style=\"font-size:16px;line-height:1.7;color:#475569;margin:0 0 16px;\">Un brand non pu\u00f2 risolvere ci\u00f2 che non vede. In un modello FMCG distribuito (produttore, distributore, grossista, rivenditore, partner HoReCa) la visibilit\u00e0 su ci\u00f2 che \u00e8 effettivamente disponibile a ogni livello \u00e8 solitamente frammentata, ritardata o ricostruita a posteriori. <\/p>\n        <p style=\"font-size:16px;line-height:1.7;color:#475569;margin:0;\">OSHEE utilizza <a href=\"https:\/\/assecoplatform.com\/it\/trade-data-hub\/\" style=\"color:#4F46E5;text-decoration:underline;font-weight:600;\">Trade Data Hub<\/a> per consolidare i dati di distribuzione, vendite e inventario dei partner commerciali in un&#8217;unica vista, individuando problemi di disponibilit\u00e0 prima che raggiungano il consumatore.<\/p>\n      <\/div>\n      <div class=\"card\" style=\"background:#F8FAFC;padding:40px;border-radius:20px;border:1px solid #E2E8F0;\">\n        <div style=\"width:56px;height:56px;border-radius:14px;background:linear-gradient(135deg,#F59E0B,#EC4899);display:flex;align-items:center;justify-content:center;margin-bottom:20px;color:#fff;font-size:28px;font-weight:700;\">2<\/div>\n        <h3 style=\"font-size:22px;line-height:1.3;color:#0B1E3F;margin:0 0 16px;font-weight:700;\">Realt\u00e0 dello scaffale<\/h3>\n        <p style=\"font-size:16px;line-height:1.7;color:#475569;margin:0 0 16px;\">La disponibilit\u00e0 \u00e8 necessaria ma non sufficiente. Il prodotto pu\u00f2 arrivare al negozio e perdere comunque sullo scaffale: posizionamento sbagliato, cartellino del prezzo errato, facing mancanti, concorrente nel tuo slot del planogramma. <\/p>\n        <p style=\"font-size:16px;line-height:1.7;color:#475569;margin:0;\">\u00c8 qui che il <a href=\"https:\/\/assecoplatform.com\/it\/retail-image-recognition\/\" style=\"color:#4F46E5;text-decoration:underline;font-weight:600;\">Retail Image Recognition<\/a> chiude il cerchio. Un rappresentante sul campo fotografa lo scaffale, l&#8217;AI lo analizza in pochi secondi e restituisce una raccomandazione immediata. L&#8217;accuratezza arriva fino al 98%.  <\/p>\n      <\/div>\n    <\/div>\n    <p style=\"font-size:16px;line-height:1.7;color:#475569;margin:40px auto 0;max-width:720px;text-align:center;\">Insieme, Trade Data Hub e Retail Image Recognition formano le fondamenta dei dati di OSHEE, su cui si basa ogni decisione sul campo. Scopri di pi\u00f9 su <a href=\"https:\/\/assecoplatform.com\/it\/trade-data-hub\/\" style=\"color:#4F46E5;text-decoration:underline;\">Trade Data Hub<\/a>. <\/p>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section bg-gray alignfull\" style=\"background:#F8FAFC;padding:80px 0;\">\n  <div class=\"container-wide\" style=\"max-width:860px;margin:0 auto;padding:0 24px;\">\n    <h2 class=\"section-title\" style=\"font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 24px;color:#0B1E3F;font-weight:700;\">Come funziona un unico modello nell&#8217;<span class=\"gradient-text\" style=\"background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;\">esecuzione multicanale<\/span>?<\/h2>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0 0 20px;\">OSHEE vende attraverso traditional trade, modern trade, HoReCa e canali fitness\/wellness. Alcuni sono serviti dai rappresentanti di OSHEE. Altri da agenzie di merchandising terze. Altri ancora, come il canale palestre e club, da venditori con furgone che lavorano direttamente con la catena del freddo del brand.  <\/p>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0 0 20px;\">La sfida a questa scala non \u00e8 che ogni canale sia complesso. La sfida \u00e8 che ogni canale deve operare con gli <strong>stessi standard, gli stessi KPI e la stessa vista in tempo reale<\/strong>, altrimenti l&#8217;organizzazione perde comparabilit\u00e0 e il brand perde coerenza. <\/p>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0;\">OSHEE gestisce tutti i canali sullo stesso ecosistema di esecuzione retail: rappresentanti propri, partner di agenzia, venditori con furgone. La gestione centrale vede un&#8217;unica dashboard. Ogni dato di esecuzione confluisce nello stesso sistema. C&#8217;\u00e8 un&#8217;unica versione della verit\u00e0, visibile in tempo reale, indipendentemente da chi esegue fisicamente la visita.   <\/p>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section bg-white alignfull\" style=\"padding:80px 0;\">\n  <div class=\"container-wide\" style=\"max-width:860px;margin:0 auto;padding:0 24px;\">\n    <h2 class=\"section-title\" style=\"font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 24px;color:#0B1E3F;font-weight:700;\">Lo stesso modello pu\u00f2 <span class=\"gradient-text\" style=\"background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;\">scalare oltre i confini<\/span>?<\/h2>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0 0 20px;\">Entrare in un nuovo paese tradizionalmente significa ricostruire lo stack operativo: nuovi partner, nuovi strumenti, nuovi KPI, nuove dashboard. Per un brand FMCG in rapido movimento, \u00e8 qui che l&#8217;esecuzione di solito si degrada. <\/p>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0 0 20px;\">OSHEE ha affrontato la Finlandia in modo diverso. Lavorando con un partner locale fidato per l&#8217;esecuzione sul campo, i team finlandesi utilizzano lo stesso Image Recognition, lo stesso software di esecuzione sul campo e riportano nello stesso framework di KPI dei team in Polonia. La sede di OSHEE a Cracovia vede Helsinki nello stesso modo in cui vede Varsavia.  <\/p>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0 0 32px;\">La lezione, presentata dal Main Stage dal Direttore Commerciale Internazionale di OSHEE <strong>Jaros\u0142aw Termin<\/strong>, \u00e8 direttamente utile per qualsiasi brand FMCG in espansione nei mercati europei:<\/p>\n    <div style=\"background:linear-gradient(135deg,#F8FAFC,#fff);border-left:4px solid #F59E0B;padding:32px;border-radius:0 12px 12px 0;\">\n      <p style=\"font-size:20px;line-height:1.5;color:#0B1E3F;margin:0 0 16px;font-weight:500;font-style:italic;\">Non esportiamo solo il prodotto. Esportiamo il modo in cui operiamo: gli standard, i KPI e gli strumenti che li rendono reali. <\/p>\n      <cite style=\"font-size:13px;color:#64748B;font-style:normal;letter-spacing:1px;text-transform:uppercase;\">Jaros\u0142aw Termin \u00b7 Direttore Commerciale Internazionale, OSHEE<\/cite>\n    <\/div>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:32px 0 0;\">Questa \u00e8 la definizione operativa di <strong>esecuzione retail su larga scala<\/strong>. Per questo la storia di OSHEE e Asseco Platform ha fatto presa sul pubblico del Summit di oltre 3.400 leader del retail e FMCG, il 65% dei quali ricopre ruoli di livello direttoriale o superiore.<\/p>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section bg-gray alignfull\" style=\"background:#F8FAFC;padding:80px 0;\">\n  <div class=\"container-wide\" style=\"max-width:860px;margin:0 auto;padding:0 24px;\">\n    <h2 class=\"section-title\" style=\"font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 24px;color:#0B1E3F;font-weight:700;\">Cosa c&#8217;\u00e8 dopo: <span class=\"gradient-text\" style=\"background:linear-gradient(90deg,#F59E0B,#EC4899,#8B5CF6);-webkit-background-clip:text;background-clip:text;-webkit-text-fill-color:transparent;\">previsione AI<\/span> per le vendite sul campo<\/h2>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0 0 20px;\">L&#8217;esecuzione in tempo reale \u00e8 stata la sfida degli anni 2020. Il prossimo orizzonte \u00e8 la previsione. Invece di reagire a ci\u00f2 che \u00e8 successo sullo scaffale ieri, i brand FMCG vogliono sapere cosa \u00e8 pi\u00f9 probabile che accada domani e qual \u00e8 l&#8217;azione sul campo ad alto impatto da fare oggi.  <\/p>\n    <p style=\"font-size:17px;line-height:1.7;color:#334155;margin:0;\">Asseco Platform sta integrando l&#8217;AI predittiva in <a href=\"https:\/\/assecoplatform.com\/it\/vendite-ed-esecuzione-al-dettaglio-2\/\" style=\"color:#4F46E5;text-decoration:underline;\">Sales &#038; Retail Execution<\/a> e Retail Image Recognition. Si va verso <strong>Asseco Platform Genius<\/strong> sul campo: briefing pre-visita generati per ogni rappresentante, raccomandazioni prioritarie per punto vendita, ordini suggeriti dinamici basati sulla realt\u00e0 dello scaffale pi\u00f9 i pattern di consumo. Per brand come OSHEE, questo significa passare dall&#8217;esecuzione retail reattiva alla crescita proattiva del brand.  <\/p>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section bg-white alignfull\" style=\"padding:80px 0;\">\n  <div class=\"container-wide\" style=\"max-width:860px;margin:0 auto;padding:0 24px;\">\n    <h2 class=\"section-title\" style=\"font-size:clamp(28px,3vw,40px);line-height:1.2;margin:0 0 32px;color:#0B1E3F;font-weight:700;text-align:center;\">Domande frequenti<\/h2>\n    <div style=\"display:flex;flex-direction:column;gap:16px;\">\n      <details style=\"background:#F8FAFC;border-radius:12px;padding:24px 28px;border:1px solid #E2E8F0;\">\n        <summary style=\"font-size:18px;font-weight:600;color:#0B1E3F;cursor:pointer;list-style:none;\">Cos&#8217;\u00e8 l&#8217;esecuzione retail?<\/summary>\n        <p style=\"font-size:16px;line-height:1.7;color:#475569;margin:16px 0 0;\">L&#8217;<strong>esecuzione retail<\/strong> \u00e8 il lavoro operativo di garantire che i prodotti di un brand siano disponibili, visibili, prezzati correttamente e merchandisati secondo gli standard in ogni punto vendita. Combina visite di vendita sul campo, conformit\u00e0 al planogramma, esecuzione promozionale e azioni correttive basate sui dati. <\/p>\n      <\/details>\n      <details style=\"background:#F8FAFC;border-radius:12px;padding:24px 28px;border:1px solid #E2E8F0;\">\n        <summary style=\"font-size:18px;font-weight:600;color:#0B1E3F;cursor:pointer;list-style:none;\">Cos&#8217;\u00e8 l&#8217;image recognition nell&#8217;FMCG?<\/summary>\n        <p style=\"font-size:16px;line-height:1.7;color:#475569;margin:16px 0 0;\">L&#8217;<strong>image recognition nell&#8217;FMCG<\/strong> utilizza l&#8217;AI per analizzare foto degli scaffali retail e verificare istantaneamente la conformit\u00e0 al planogramma, i prezzi, i facing, le situazioni di out-of-stock e la presenza dei concorrenti. Il <a href=\"https:\/\/assecoplatform.com\/it\/retail-image-recognition\/\" style=\"color:#4F46E5;\">Retail Image Recognition<\/a> di Asseco Platform offre un&#8217;accuratezza fino al 98% con raccomandazioni in tempo reale al rappresentante sul campo. <\/p>\n      <\/details>\n      <details style=\"background:#F8FAFC;border-radius:12px;padding:24px 28px;border:1px solid #E2E8F0;\">\n        <summary style=\"font-size:18px;font-weight:600;color:#0B1E3F;cursor:pointer;list-style:none;\">Come supporta Asseco Platform i brand FMCG?<\/summary>\n        <p style=\"font-size:16px;line-height:1.7;color:#475569;margin:16px 0 0;\"><strong>Asseco Platform<\/strong> \u00e8 una piattaforma europea di esecuzione retail FMCG che copre <a href=\"https:\/\/assecoplatform.com\/it\/vendite-ed-esecuzione-al-dettaglio-2\/\" style=\"color:#4F46E5;\">Sales &#038; Retail Execution<\/a>, <a href=\"https:\/\/assecoplatform.com\/it\/retail-image-recognition\/\" style=\"color:#4F46E5;\">Retail Image Recognition<\/a>, <a href=\"https:\/\/assecoplatform.com\/it\/trade-data-hub\/\" style=\"color:#4F46E5;\">Trade Data Hub<\/a>, Trade Terms &#038; Settlement e Route-to-Market Optimization. Conta oltre 450 installazioni FMCG in 74 paesi e pi\u00f9 di 125.000 utenti. Nel 2026 ha ottenuto riconoscimenti POI Best-in-Class in 9 categorie. <\/p>\n      <\/details>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"section alignfull\" style=\"background:linear-gradient(135deg,#4F46E5 0%,#8B5CF6 50%,#EC4899 100%);padding:100px 0;color:#fff;\">\n  <div class=\"container-wide\" style=\"max-width:860px;margin:0 auto;padding:0 24px;text-align:center;\">\n    <h2 style=\"font-size:clamp(28px,3.2vw,42px);line-height:1.2;margin:0 0 16px;color:#fff;font-weight:700;\">Vuoi colmare il divario tra promessa del brand e realt\u00e0 dello scaffale?<\/h2>\n    <p style=\"font-size:18px;line-height:1.6;color:rgba(255,255,255,0.9);margin:0 0 40px;\">Il caso di OSHEE \u00e8 uno tra tanti. Asseco Platform supporta brand FMCG, dai leader globali ai challenger europei in rapida crescita, nello scalare l&#8217;esecuzione retail tra mercati, canali e confini. <\/p>\n    <a href=\"https:\/\/assecoplatform.com\/it\/contattaci\/\" style=\"display:inline-block;background:#fff;color:#4F46E5;padding:16px 40px;border-radius:999px;font-size:17px;font-weight:700;text-decoration:none;box-shadow:0 10px 30px rgba(0,0,0,0.2);transition:transform 0.2s;\">Parla con il nostro team \u2192<\/a>\n  <\/div>\n<\/section>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"Article\",\n      \"@id\": \"https:\/\/assecoplatform.com\/it\/2026\/04\/21\/come-oshee-scala-retail-execution\/#article\",\n      \"headline\": \"Come OSHEE scala la retail execution in 55 mercati senza perdere il controllo\",\n      \"description\": \"Come OSHEE (55 mercati, partner di LaLiga, Iga \u015awi\u0105tek ambassador) chiude il gap tra promessa del brand e realt\u00e0 dello scaffale. 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