{"id":2452,"date":"2021-01-01T14:22:10","date_gmt":"2021-01-01T13:22:10","guid":{"rendered":"https:\/\/www.agenturagate.cz\/?p=2452"},"modified":"2022-05-05T10:04:04","modified_gmt":"2022-05-05T08:04:04","slug":"trendy-v-retaile-ako-sa-nim-riadime","status":"publish","type":"post","link":"https:\/\/www.agenturagate.cz\/sk\/retail-sk\/trendy-v-retaile-ako-sa-nim-riadime\/","title":{"rendered":"Trendy v retaile. Ako sa n\u00edm riadime?"},"content":{"rendered":"\n

Trendy v retailu by se daly popsat jako setrval\u00fd stav s o\u010dek\u00e1v\u00e1n\u00edm sp\u00ed\u0161e chladn\u00e9 fronty<\/em>. Jin\u00fdmi slovy to, co u\u017e zn\u00e1me – digitalizace; omnichanel a intenzivn\u011bj\u0161\u00ed propojov\u00e1n\u00ed on- a off-line sv\u011bta; zapojov\u00e1n\u00ed senzor\u016f, pohyb – ide\u00e1ln\u011b analogov\u00fd; a samoz\u0159ejm\u011b evergreeny lokalizace a personalizace<\/strong>. To v\u0161e plat\u00ed, a k tomu se p\u0159id\u00e1v\u00e1 aktu\u00e1ln\u00ed d\u016fraz na zdrav\u00ed z\u00e1kazn\u00edk\u016f<\/strong> (dezinfekce, m\u011b\u0159en\u00ed teploty, rou\u0161ky atd\u2026, v\u017edy\u0165 to v\u0161ichni zn\u00e1me).<\/p>\n\n\n\n

Vid\u00edme zm\u011bny v n\u00e1kupn\u00edch zvyklostech nemal\u00e9 \u010d\u00e1sti z\u00e1kazn\u00edk\u016f – nakupov\u00e1n\u00ed velk\u00fdch balen\u00ed, posilov\u00e1n\u00ed prodeje priv\u00e1tn\u00edch zna\u010dek a zv\u00fd\u0161en\u00ed n\u00e1kup\u016f produkt\u016f mimo promoci<\/strong>. P\u0159edpokl\u00e1d\u00e1m, \u017ee to je zp\u016fsoben\u00e9 jak aktu\u00e1ln\u00ed ekonomickou situac\u00ed v\u011bt\u0161iny dom\u00e1cnost\u00ed, tak jejich viz\u00ed dal\u0161\u00edho v\u00fdvoje (co\u017e je mimochodem zvl\u00e1\u0161tn\u00ed, proto\u017ee v tomto sm\u011bru byla v\u011bt\u0161ina \u010cech\u016f daleko optimisti\u010dt\u011bj\u0161\u00ed ne\u017e zbytek EU, \u010di dokonce sv\u011bta). Tak\u017ee p\u0159edpokl\u00e1d\u00e1m, \u017ee spousta zna\u010dek (nejen, i kdy\u017e p\u0159edev\u0161\u00edm, spot\u0159ebn\u00edho zbo\u017e\u00ed a potravin) mus\u00ed, nebo bude muset z\u00e1kazn\u00edk\u016fm vysv\u011btlit, pro\u010d jejich produkty nepat\u0159\u00ed mezi aktu\u00e1ln\u011b zbytn\u00e9 polo\u017eky z\u00e1kazn\u00edkova n\u00e1kupn\u00edho seznamu. <\/p>\n\n\n\n

Kdy\u017e to shrnu – trendy se nem\u011bn\u00ed, jen se lehce doplnily – digital, pohyb, senzory, personalizace, on-line \/ off-line + d\u016fraz na zdrav\u00ed z\u00e1kazn\u00edk\u016f a ze statistiky vypl\u00fdv\u00e1 posilov\u00e1n\u00ed priv\u00e1tek a d\u016fraz na cenu a pot\u0159eba argumentovat benefity. Tak pro\u010d je\u0161t\u011b nevid\u00edme v obchodech digit\u00e1ln\u00ed, nebo robotizovan\u00e9 n\u00e1stroje na podporu<\/strong> prodeje (a argumentace) jednotliv\u00fdch zna\u010dek? Pro\u010d n\u00e1stroje, jako t\u0159eba #Tokinomo<\/strong> <\/a>(kter\u00e9 mimochodem u\u017e d\u00e1vno nen\u00ed novinkou a pln\u00ed v\u0161echny v\u00fd\u0161e zm\u00edn\u011bn\u00e9 principy) nejsou ve velk\u00e9m nasazov\u00e1ny zna\u010dkami i retailery? V\u017edy\u0165 co si v sou\u010dasn\u00e9 dob\u011b jako (nejen pr\u00e9miov\u00e1) zna\u010dka m\u016f\u017eu p\u0159\u00e1t v\u00edc, ne\u017e v podstat\u011b digit\u00e1ln\u00ed hostesku, kter\u00e1 z\u00e1kazn\u00edka zaujme a bezchybn\u011b mu vysv\u011btl\u00ed benefity produktu? Obh\u00e1j\u00ed t\u00edm toti\u017e d\u016fvod, pro\u010d si jako z\u00e1kazn\u00edk m\u00e1m produkt nechat ve \u0161katulce \u201enezbytn\u00e9\u201c<\/strong>. A hlavn\u011b – ud\u011bl\u00e1 to v m\u00edst\u011b prodeje<\/strong>! V\u00edm, \u017ee v\u00fdvoj podobn\u00fdch n\u00e1stroj\u016f pro zna\u010dky nen\u00ed levnou z\u00e1le\u017eitost\u00ed, ale nap\u0159\u00edklad zmi\u0148ovan\u00e9 Tokinomo je hotov\u00e9 \u0159e\u0161en\u00ed, jeho\u017e customizace na m\u00edru zna\u010dce je ot\u00e1zkou dn\u00ed s minim\u00e1ln\u00edmi n\u00e1klady\u2026 <\/p>\n\n\n\n

Tak\u017ee pro\u010d nevid\u00edme nasazov\u00e1n\u00ed takov\u00fdchto \u0159e\u0161en\u00ed s prokazateln\u00fdmi v\u00fdsledky? \u017de by obava z nov\u00e9ho (vlastn\u011b sp\u00ed\u0161 ne-tak-\u00fapln\u011b-nov\u00e9ho)?<\/p>\n","protected":false},"excerpt":{"rendered":"

Trendy v retailu by se daly popsat jako setrval\u00fd stav s o\u010dek\u00e1v\u00e1n\u00edm sp\u00ed\u0161e chladn\u00e9 fronty. Jin\u00fdmi slovy to, co u\u017e zn\u00e1me – digitalizace; omnichanel a intenzivn\u011bj\u0161\u00ed propojov\u00e1n\u00ed on- a off-line sv\u011bta; zapojov\u00e1n\u00ed senzor\u016f, pohyb – ide\u00e1ln\u011b analogov\u00fd; a samoz\u0159ejm\u011b evergreeny lokalizace a personalizace. To v\u0161e plat\u00ed, a k tomu se p\u0159id\u00e1v\u00e1 aktu\u00e1ln\u00ed d\u016fraz na zdrav\u00ed z\u00e1kazn\u00edk\u016f (dezinfekce, m\u011b\u0159en\u00ed teploty, rou\u0161ky atd\u2026, v\u017edy\u0165 to v\u0161ichni zn\u00e1me). Vid\u00edme zm\u011bny v n\u00e1kupn\u00edch […]<\/p>\n","protected":false},"author":3,"featured_media":2326,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[30],"tags":[],"class_list":["post-2452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-sk"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/2452","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/comments?post=2452"}],"version-history":[{"count":1,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/2452\/revisions"}],"predecessor-version":[{"id":2453,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/2452\/revisions\/2453"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/media\/2326"}],"wp:attachment":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/media?parent=2452"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/categories?post=2452"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/tags?post=2452"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}