{"id":3005,"date":"2022-05-18T09:22:01","date_gmt":"2022-05-18T07:22:01","guid":{"rendered":"https:\/\/www.agenturagate.cz\/uncategorized-hu\/4-nejaktualnejsi-smery-ktere-nesmi-chybet-ve-vasi-retailove-siti\/"},"modified":"2022-05-18T09:52:50","modified_gmt":"2022-05-18T07:52:50","slug":"4-nejaktualnejsi-smery-ktere-nesmi-chybet-ve-vasi-retailove-siti","status":"publish","type":"post","link":"https:\/\/www.agenturagate.cz\/hu\/retail-hu\/4-nejaktualnejsi-smery-ktere-nesmi-chybet-ve-vasi-retailove-siti\/","title":{"rendered":"4 NEJAKTU\u00c1LN\u011aJ\u0160\u00cd SM\u011aRY, KTER\u00c9 NESM\u00cd CHYB\u011aT VE VA\u0160\u00cd RETAILOV\u00c9 S\u00cdTI"},"content":{"rendered":"\n

Rostouc\u00ed n\u00e1klady spojen\u00e9 s opatrnost\u00ed spot\u0159ebitel\u016f budou pro retail v\u00fdzvou. Z\u00e1kazn\u00edci o\u010dek\u00e1vaj\u00ed v\u00edce ne\u017e kdykoli p\u0159edt\u00edm. Co n\u00e1s \u010dek\u00e1 a na co se p\u0159ipravit?<\/strong><\/p>\n\n\n\n

<\/div>\n\n\n\n

1. CUSTOMER EXPERIENCE \u2013 A\u0164 SI TO Z\u00c1KAZN\u00cdK JE\u0160T\u011a V\u00cdC U\u017d\u00cdV\u00c1<\/h3>\n\n\n\n

Z\u00e1kazn\u00edci jsou zp\u011bt v prodejn\u00e1ch, ale jejich po\u010det, chov\u00e1n\u00ed i n\u00e1roky se zm\u011bnily. O\u010dek\u00e1vaj\u00ed, \u017ee se proces nakupov\u00e1n\u00ed v jejich emoc\u00edch odraz\u00ed jako intenzivn\u011bj\u0161\u00ed, p\u0159\u00edjemn\u011bj\u0161\u00ed, bohat\u0161\u00ed na z\u00e1\u017eitky. <\/strong>Vn\u00edmav\u00ed maloobchodn\u00edci proto investuj\u00ed nemal\u00e9 prost\u0159edky k tomu, aby zdokonalili ka\u017edou prodejn\u00ed f\u00e1zi. Bezdotykov\u00fd n\u00e1kup, r\u016fzn\u00e9 platebn\u00ed mo\u017enosti, propracovan\u00fd v\u00fddej zbo\u017e\u00ed, samoobslu\u017en\u00e9 pokladny, ale i relevantn\u00ed prost\u0159ed\u00ed a reklama \u2013 to v\u0161echno se po\u010d\u00edt\u00e1 a tvo\u0159\u00ed d\u00edly mozaiky, kter\u00e1 se ve vn\u00edm\u00e1n\u00ed spot\u0159ebitele prom\u00edtne jako integrovan\u011bj\u0161\u00ed, pln\u011bj\u0161\u00ed customer experience<\/em>.<\/p>\n\n\n\n

V\u00edce o <\/em>Aktu\u00e1ln\u00edch trendech customer experience v retailu<\/a><\/em><\/strong>.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
<\/div>\n\n\n\n

2. ZELEN\u00c1 \u2013 AKTU\u00c1LN\u00cd TREND MARKETINGOV\u00c9 M\u00d3DY<\/h3>\n\n\n\n

Z\u00e1jem spot\u0159ebitel\u016f o ekologickou udr\u017eitelnost<\/strong> by n\u00e1m m\u011bl rozsv\u00edtit pomyslnou \u017e\u00e1rovku v hlav\u011b, a ta by m\u011bla blikat jako vyk\u0159i\u010dn\u00edk. Pro\u010d? Proto\u017ee je to dal\u0161\u00ed \u0161ance k odli\u0161en\u00ed od konkurence. Pokud se ale prodejce domn\u00edv\u00e1, \u017ee se s green credentials<\/em> vypo\u0159\u00e1d\u00e1 t\u00edm, \u017ee p\u0159ebal\u00ed produkt z plastu do pap\u00edru, tak je \u2013 s nads\u00e1zkou \u0159e\u010deno \u2013 jednou nohou v pekle \u010derven\u00fdch \u010d\u00edsel. Z\u00e1kazn\u00edk druh\u00e9 dek\u00e1dy 21. stolet\u00ed projev\u00ed nefal\u0161ovan\u00e9 nad\u0161en\u00ed a\u017e ve chv\u00edli, kdy na n\u011bj bude udr\u017eitelnost d\u00fdchat z ka\u017ed\u00e9ho metru \u010dtvere\u010dn\u00edho prodejn\u00ed plochy.<\/strong><\/p>\n\n\n\n

<\/div>\n\n\n\n
\"\"<\/figure>
\n

3. OMNICHANNEL \u2013 A V\u0160E P\u016eJDE HLADCE<\/h3>\n\n\n\n
<\/div>\n\n\n\n

Pochopit n\u00e1kupn\u00ed cestu z\u00e1kazn\u00edka, kter\u00fd proch\u00e1z\u00ed z online do offline (n\u011bkdy i n\u011bkolikr\u00e1t, ne\u017e dojde k n\u00e1kupu) je pom\u011brn\u011b sofistikovan\u00e1 z\u00e1le\u017eitost. Omnichannel lze ch\u00e1pat jako strategii, kdy integrujeme v\u0161echny z\u00edskan\u00e9 podn\u011bty tak, abychom z\u00e1kazn\u00edkovi p\u0159i p\u0159echodu z digit\u00e1ln\u00edho sv\u011bta do fyzick\u00e9ho a zase zp\u011bt zajistili bezprobl\u00e9mov\u00fd n\u00e1kupn\u00ed proces<\/strong>. T\u00edm, \u017ee zahrneme offline i online obchodn\u00ed zku\u0161enosti a eliminujeme stresov\u00e9 faktory a dal\u0161\u00ed potenci\u00e1ln\u00ed komplikace p\u0159i procesu nakupov\u00e1n\u00ed. Omnichannel lze pova\u017eovat i jako tr\u00e9nink flexibility, pru\u017en\u00e9 reakce na trh, kter\u00e1 je v sou\u010dasn\u00e9 dob\u011b nutn\u00e1. Povzbud\u00ed z\u00e1kazn\u00edka, aby se opakovan\u011b vracel do na\u0161eho obchodu, do mobiln\u00ed aplikace apod., na z\u00e1klad\u011b \u010deho\u017e m\u016f\u017eeme p\u0159izp\u016fsobit propaga\u010dn\u00ed akce, nab\u00edzet odm\u011bny, zvy\u0161ovat loajalitu.<\/p>\n<\/div><\/div>\n\n\n\n

<\/div>\n\n\n\n

4. LOAJALITA Z\u00c1KAZN\u00cdKA \u2013 MY PRO TEBE, TY PRO N\u00c1S<\/h3>\n\n\n\n

Nen\u00ed to v dne\u0161n\u00ed rychl\u00e9 dob\u011b jednoduch\u00e9 \u2013 zahr\u00e1t na emoce spot\u0159ebitel\u016f, naplnit jejich o\u010dek\u00e1v\u00e1n\u00ed tak, aby byli produktem nad\u0161eni a ve v\u00fdsledku projevili n\u00e1kupn\u00ed v\u011brnost. Vlastn\u011b naopak, je to jednoduch\u00e9, dok\u00e1\u017eete-li s pomoc\u00ed komunika\u010dn\u00ed agentury nahl\u00e9dnout do o\u010dek\u00e1v\u00e1n\u00ed a pot\u0159eb koncov\u00e9ho spot\u0159ebitele a data n\u00e1le\u017eit\u011b vyu\u017e\u00edt<\/strong>. Jeho loajalita se toti\u017e \u0159\u00edd\u00ed p\u0159\u00edmou \u00fam\u011brnost\u00ed: nabyde-li pocitu, \u017ee do n\u011bj va\u0161e zna\u010dka investuje \u2013 bude do n\u00ed investovat i on. Z\u00e1kazn\u00edci mus\u00ed uv\u011b\u0159it, \u017ee jim naslouch\u00e1te, \u017ee je o n\u011b postar\u00e1no. Tak va\u0161\u00ed zna\u010dce s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed nejen z\u016fstanou v\u011brni,<\/strong> ale nav\u00edc sv\u016fj pozitivn\u00ed n\u00e1zor budou \u0161\u00ed\u0159it i d\u00e1le formou sd\u00edlen\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch, v recenz\u00edch, p\u0159i debat\u00e1ch s rodinou a p\u0159\u00e1teli. Loajalita realizovan\u00e1 formou motiva\u010dn\u00edch program\u016f, speci\u00e1ln\u00edch nab\u00eddek a odm\u011bn je trendem i v tomto roce. V\u011brnostn\u00ed \u010dlenov\u00e9 utr\u00e1cej\u00ed st\u00e1le v pr\u016fm\u011bru a\u017e o 27 % v\u00edce ne\u017e ne\u010dlenov\u00e9*.<\/em>  Jen u\u017e asi nikoho neomr\u00e1\u010d\u00edte plastov\u00fdmi kartami, budoucnost je ve virtu\u00e1ln\u00edm prost\u0159ed\u00ed, prvn\u00ed vla\u0161tovkou budi\u017e mobiln\u00ed aplikace. Investice to nen\u00ed mal\u00e1, ale z\u00edsk\u00e1te \u0159adu cenn\u00fdch informac\u00ed a lze s n\u00ed i d\u00e1le prohlubovat loajalitu formou z\u00e1\u017eitk\u016f<\/strong> (gamifikace), p\u0159\u00edp. akcentem na lidskou soun\u00e1le\u017eitost (charita, udr\u017eitelnost).<\/p>\n\n\n\n

<\/div>\n\n\n\n

KDE JE V\u016eLE, TAM JE CESTA<\/h3>\n\n\n\n

Tlaky na retail nepovol\u00ed, ale je fajn, \u017ee n\u00e1lada a chu\u0165 nakupovat se vrac\u00ed. Vn\u00edmejme v\u0161e pozitivn\u011b, jako \u0161anci realizovat nov\u00e9 cesty, nov\u00e9 p\u0159\u00edstupy, a t\u011bmi uspokojit z\u00e1kazn\u00edka. Poj\u010fme mu spole\u010dn\u011b poskytnout siln\u00fd d\u016fvod, pro\u010d nakupovat \u2013 a on n\u00e1\u0161 p\u0159\u00edstup ocen\u00ed!<\/p>\n\n\n\n

\n\n\n\n

*zdroj Forbes.com <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Rostouc\u00ed n\u00e1klady spojen\u00e9 s opatrnost\u00ed spot\u0159ebitel\u016f budou pro retail v\u00fdzvou. Z\u00e1kazn\u00edci o\u010dek\u00e1vaj\u00ed v\u00edce ne\u017e kdykoli p\u0159edt\u00edm. Co n\u00e1s \u010dek\u00e1 a na co se p\u0159ipravit?<\/p>\n","protected":false},"author":3,"featured_media":2977,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[52],"tags":[59,60,61,55,62,63],"class_list":["post-3005","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-hu","tag-customer-experience-hu","tag-green-marketing-hu","tag-omnichannel-hu","tag-retail-marketing-hu","tag-retailova-komunikace-hu","tag-retailove-trendy-hu"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/posts\/3005","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/comments?post=3005"}],"version-history":[{"count":1,"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/posts\/3005\/revisions"}],"predecessor-version":[{"id":3008,"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/posts\/3005\/revisions\/3008"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/media\/2977"}],"wp:attachment":[{"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/media?parent=3005"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/categories?post=3005"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/hu\/wp-json\/wp\/v2\/tags?post=3005"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}