{"id":2626,"date":"2022-05-04T09:07:56","date_gmt":"2022-05-04T07:07:56","guid":{"rendered":"https:\/\/www.agenturagate.cz\/?p=2626"},"modified":"2022-05-05T10:04:01","modified_gmt":"2022-05-05T08:04:01","slug":"kdyz-je-boure-vyzvou-aktualni-trendy-customer-experience-v-retailu","status":"publish","type":"post","link":"https:\/\/www.agenturagate.cz\/sk\/retail-sk\/kdyz-je-boure-vyzvou-aktualni-trendy-customer-experience-v-retailu\/","title":{"rendered":"KDY\u017d JE BOU\u0158E V\u00ddZVOU | Aktu\u00e1ln\u00ed trendy customer experience v retailu"},"content":{"rendered":"\n

Zapojte interaktivn\u00ed technologie, promyslete Omnichannel strategii a hyper-personalizaci, inovujte slu\u017eby a pe\u010dujte o zam\u011bstnance!<\/strong><\/p>\n\n\n\n

Bl\u00fdsk\u00e1 se v dob\u011b postcovidov\u00e9 na lep\u0161\u00ed \u010dasy? P\u0159i\u0161la jin\u00e1 bou\u0159e, tentokr\u00e1t na Ukrajin\u011b, a ekonomov\u00e9 optimismem neh\u00fd\u0159\u00ed. Sankce a politick\u00e1 rozhodnut\u00ed Z\u00e1padu budou m\u00edt sv\u00e9 d\u016fsledky a my si m\u016f\u017eeme jen p\u0159\u00e1t, aby se ekonomick\u00e9 turbulence odrazily v n\u00e1kupn\u00edm chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f a jejich priorit\u00e1ch jen minim\u00e1ln\u011b. Na z\u00e1kaznick\u00e9 zku\u0161enosti ale m\u016f\u017eeme pracovat st\u00e1le.<\/p>\n\n\n\n

Co to je customer experience?<\/h2>\n\n\n\n

Jedn\u00e1 se o souhrn v\u0161ech interakc\u00ed, kter\u00e9 m\u00e1 z\u00e1kazn\u00edk se zna\u010dkou v ka\u017ed\u00e9m kontaktn\u00edm bod\u011b a v ka\u017ed\u00e9 f\u00e1zi z\u00e1kaznick\u00e9 cesty, od p\u0159\u00edchodu do prodejny p\u0159es v\u00fdb\u011br produktu a\u017e po n\u00e1kup (i zp\u011btn\u00fd a opakovan\u00fd). Customer experience je pro zna\u010dky kl\u00ed\u010dov\u00e1 a stav\u00edme ji p\u0159ed cenu i samotn\u00fd produkt, proto\u017ee pr\u00e1v\u011b ona rozhoduje o n\u00e1kupu a z\u00e1kaznick\u00e9 loajalit\u011b. Vynikaj\u00edc\u00ed z\u00e1kaznick\u00e1 zku\u0161enost produkt odli\u0161\u00ed od konkurence.<\/p>\n\n\n\n

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

Na co se letos zam\u011b\u0159it?<\/h2>\n\n\n\n
<\/div>\n\n\n\n
1. DIGIT\u00c1LN\u00cd A INTERAKTIVN\u00cd TECHNOLOGIE<\/strong><\/h5>\n\n\n\n

Z\u00e1kaznickou zku\u0161enost utv\u00e1\u0159\u00ed, co nen\u00ed okoukan\u00e9, b\u011b\u017en\u00e9, nudn\u00e9. Efektivn\u00ed aktivace zna\u010dky se neobejde bez z\u00e1\u017eitku a o ten se v roce 2022 postaraj\u00ed poutav\u00e9, edukativn\u00ed a z\u00e1bavn\u00e9 modern\u00ed technologie, nap\u0159\u00edklad mal\u00fd robotick\u00fd z\u00e1zrak s n\u00e1zvem Tokinomo. Tento inovativn\u00ed retailov\u00fd a marketingov\u00fd n\u00e1stroj umo\u017en\u00ed, aby se v\u00e1\u0161 produkt pomoc\u00ed poutav\u00e9ho sd\u011blen\u00ed na zvukov\u00e9, pohybov\u00e9 a sv\u011bteln\u00e9 platform\u011b propagoval s\u00e1m. Oslov\u00ed ka\u017ed\u00e9ho v dosahu, pobav\u00ed, p\u0159ekvap\u00ed.<\/p>\n\n\n\n

2. OMNICHANNEL \u0158E\u0160EN\u00cd<\/strong><\/h5>\n\n\n\n

Omnichannel p\u0159\u00edstupem se py\u0161n\u00ed \u0159ada obchod\u016f, ale m\u00e1lokter\u00fd tuto strategii skute\u010dn\u011b realizuje. B\u00fdt pouze p\u0159\u00edtomen na v\u00edce kan\u00e1lech nen\u00ed tot\u00e9\u017e jako m\u00edt tyto kan\u00e1ly propojeny a na v\u0161ech sou\u010dasn\u011b nab\u00edzet jednotn\u00fd z\u00e1\u017eitek se zna\u010dkou. Bez tohoto sjednocen\u00ed a vylad\u011bn\u00ed realizujete jen p\u0159\u00edstup v\u00edcekan\u00e1lov\u00fd, p\u0159i\u010dem\u017e i v\u00fdsledn\u00fd vjem z\u00e1kazn\u00edk\u016f je pak jin\u00fd.<\/p>\n\n\n\n

Jestli se rozhodnete Omnichannel strategii implementovat, zam\u011b\u0159te na pohodl\u00ed a konzistentnost. Z\u00e1kazn\u00edk roku 2022 chce v\u0161echno a nejl\u00e9pe hned, a to p\u0159i ka\u017ed\u00e9m kontaktu se zna\u010dkou. V retailu mu vyhov\u00edte nap\u0159\u00edklad pomoc\u00ed interaktivn\u00ed technologie, kterou lze propojit s jeho z\u00e1kaznick\u00fdm \u00fa\u010dtem
a synchronizovat s jeho telefonem.<\/p>\n\n\n\n

3. NA DVE\u0158E KLEPE HYPER-PERSONALIZACE<\/strong><\/h5>\n\n\n\n

Personalizace je t\u00e9matem u\u017e l\u00e9ta, nicm\u00e9n\u011b p\u0159ich\u00e1z\u00ed \u010das, aby mnohem osobn\u011bj\u0161\u00ed p\u0159\u00edstup ke sv\u00fdm z\u00e1kazn\u00edk\u016fm realizovaly i kamenn\u00e9 prodejny, podobn\u011b jako se o to sna\u017e\u00ed prodejci eCommerce (i kdy\u017e ti to maj\u00ed jednodu\u0161\u0161\u00ed).<\/p>\n\n\n\n

Hyper-personalizace jako typ z\u00e1\u017eitku mus\u00ed j\u00edt mnohem d\u00e1l a hloub\u011bji, ne\u017e je oblig\u00e1tn\u00ed \u201eZa v\u00e1\u0161 \u010dast\u00fd n\u00e1kup paliva k\u00e1va zdarma\u201c. V\u00edce personalizovan\u00fd koncept \u0159\u00edk\u00e1: \u201eV\u00edme, \u017ee na na\u0161\u00ed \u010derpac\u00ed stanici XY na Praze 4 tankujete pr\u00e9miov\u00e9 palivo v\u011bt\u0161inou v p\u00e1tek odpoledne, proto\u017ee chcete odjet na v\u00edkend s rodinou mimo m\u011bsto. A jeliko\u017e je p\u0159edpov\u011b\u010f po\u010das\u00ed p\u0159\u00edzniv\u00e1, p\u0159i dal\u0161\u00edm tankov\u00e1n\u00ed V\u00e1m nab\u00edz\u00edme my\u010dku s 50% slevou, a\u0165 si sv\u016fj v\u00fdlet u\u017eijete v \u010dist\u00e9m voze.\u201c<\/p>\n\n\n\n

Hyper-personalizace tedy spo\u010d\u00edv\u00e1 v rozpozn\u00e1n\u00ed pot\u0159eb a tu\u017eeb ka\u017ed\u00e9ho jednotliv\u00e9ho z\u00e1kazn\u00edka
a p\u0159izp\u016fsoben\u00ed nab\u00eddky jemu na m\u00edru. Jin\u00fdmi slovy, pat\u0159i\u010dn\u00e1 kontextov\u00e1 data a customer journeys (z\u00e1kaznick\u00e9 cesty) umo\u017en\u00ed tvorbu adekv\u00e1tn\u00edch, spot\u0159ebiteli pohodln\u00fdch a \u010dasov\u011b nen\u00e1ro\u010dn\u00fdch interakc\u00ed, zvy\u0161uj\u00edc\u00edch n\u00e1kupn\u00ed motivaci i loajalitu. <\/p>\n\n\n\n

V\u00fdzvou pro mnoho maloobchodn\u00edk\u016f je st\u00e1le zapojov\u00e1n\u00ed dat, ostatn\u011b um\u011bl\u00e1 inteligence pot\u0159ebn\u00e1
k poskytov\u00e1n\u00ed takov\u00e9 hyper-personalizace ji\u017e existuje. V p\u0159\u00ed\u0161t\u00edch m\u011bs\u00edc\u00edch uvid\u00edme, jak st\u00e1le v\u00edce a v\u00edce zna\u010dek pracuje na roz\u010dlen\u011bn\u00ed zb\u00fdvaj\u00edc\u00edch sil kontaktn\u00edch kan\u00e1l\u016f, agregaci, anal\u00fdze a vyu\u017eit\u00ed \u00fadaj\u016f
o z\u00e1kazn\u00edc\u00edch a zapojen\u00edch a posune personalizaci na dal\u0161\u00ed, vzru\u0161uj\u00edc\u00ed \u00farove\u0148.<\/p>\n\n\n\n

4. INOVUJTE SLU\u017dBY<\/strong><\/h5>\n\n\n\n

Zat\u00edmco inovaci produkt\u016f bereme jaksi automaticky, inovace ve slu\u017eb\u00e1ch p\u0159edstavuj\u00ed novou taktiku v boji o z\u00e1kazn\u00edka, a pr\u00e1v\u011b ta se m\u016f\u017ee st\u00e1t odli\u0161uj\u00edc\u00edm faktorem od konkurence. A kdy\u017e s inovac\u00ed produkt\u016f p\u016fjde ruku v ruce diferenciace slu\u017eeb, i ony se pozitivn\u011b prom\u00edtnou do z\u00e1kaznick\u00e9 zku\u0161enosti.<\/p>\n\n\n\n

Skv\u011bl\u00fd pocit ze zbo\u017e\u00ed, dokonal\u00e9 n\u00e1kupn\u00ed cesty, jedine\u010dn\u00e1 interakce se z\u00e1kazn\u00edky \u2013 to v\u0161e d\u011bl\u00e1 slu\u017eby lep\u0161\u00edmi. A p\u0159idejme d\u016fv\u011bryhodn\u00e1 data, kter\u00e1 poslou\u017e\u00ed k posouzen\u00ed preferenc\u00ed z\u00e1kazn\u00edk\u016f. Prost\u0159ednictv\u00edm um\u011bl\u00e9 inteligence lze sledovat chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f na prodejn\u011b v re\u00e1ln\u00e9m \u010dase a vstupy okam\u017eit\u011b vyhodnocovat. D\u00edky tomu jsme schopni nap\u0159\u00edklad ur\u010dit, v jak\u00fd moment z\u00e1kazn\u00edk chce s n\u00e1kupem poradit nebo kdy preferuje obslou\u017eit se s\u00e1m.<\/p>\n\n\n\n

5. V\u011aNUJTE SE ZAM\u011aSTNANC\u016eM<\/strong><\/h5>\n\n\n\n

Vylep\u0161en\u00ed zam\u011bstnaneck\u00e9 zku\u0161enosti (jak v kamenn\u00fdch prodejn\u00e1ch, tak v online sf\u00e9\u0159e) dok\u00e1\u017ee pozitivn\u011b ovlivnit i z\u00e1kaznickou zku\u0161enost, tyto dva aspekty jsou toti\u017e \u00fazce propojeny. Anga\u017eovan\u00ed zam\u011bstnanci daj\u00ed zna\u010dce i z\u00e1kazn\u00edk\u016fm \u201ev\u00edc\u201c \u2013 jsou inovativn\u011bj\u0161\u00ed, ment\u00e1ln\u011b a psychicky v\u00edce ukotveni s pracovn\u00ed pozic\u00ed a sv\u00fdmi povinnostmi i pevn\u011bji spjati s firemn\u00edmi hodnotami.<\/p>\n\n\n\n

Proto do zam\u011bstnanc\u016f investujme, poskytn\u011bme jim pot\u0159ebn\u00e1 \u0161kolen\u00ed, podporu i za\u010dlen\u011bn\u00ed do procesu. V\u00fdsledkem bude perfektn\u011b vylad\u011bn\u00e1 interakce se z\u00e1kazn\u00edky, schopnost a ochota poradit atd. I toto jsou d\u016fle\u017eit\u00e9 d\u00edlky do mozaiky customer experience, kter\u00e1 t\u00edm dost\u00e1v\u00e1 osobit\u011bj\u0161\u00ed r\u00e1z a st\u00e1v\u00e1 se emo\u010dn\u011b p\u0159\u00edjemnou.<\/p>\n\n\n\n

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

Stru\u010dn\u011b jsme popsali jen n\u011bkter\u00e9 z mo\u017enost\u00ed, na co se zam\u011b\u0159it a jak ovlivnit z\u00e1kaznickou zku\u0161enost. Samoz\u0159ejm\u011b je jich mnohem v\u00edce a jsou vz\u00e1jemn\u011b propojen\u00e9. <\/em><\/p>\n\n\n\n

Jist\u00e9 je jedno: Z\u00e1kazn\u00edky v m\u00edst\u011b prodeje nezaj\u00edmaj\u00ed d\u016fvody, pro\u010d n\u011bco nejde \u010di nefunguje. P\u0159i\u0161li ud\u011blat dobrou z\u00e1kaznickou zku\u0161enost \u2013 a jen za ni jsou ochotni otev\u0159\u00edt pen\u011b\u017eenku \u010di p\u0159ilo\u017eit kartu k platebn\u00edmu termin\u00e1lu. Kdo toto ch\u00e1pe, m\u00e1 tu nejlep\u0161\u00ed konkuren\u010dn\u00ed v\u00fdhodou a p\u0159edpoklad dlouhodob\u00e9ho prodejn\u00edho \u00fasp\u011bchu.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Zapojte interaktivn\u00ed technologie, promyslete Omnichannel strategii a hyper-personalizaci, inovujte slu\u017eby a pe\u010dujte o zam\u011bstnance! Bl\u00fdsk\u00e1 se v dob\u011b postcovidov\u00e9 na lep\u0161\u00ed \u010dasy? P\u0159i\u0161la jin\u00e1 bou\u0159e, tentokr\u00e1t na Ukrajin\u011b, a ekonomov\u00e9 optimismem neh\u00fd\u0159\u00ed. Sankce a politick\u00e1 rozhodnut\u00ed Z\u00e1padu budou m\u00edt sv\u00e9 d\u016fsledky a my si m\u016f\u017eeme jen p\u0159\u00e1t, aby se ekonomick\u00e9 turbulence odrazily v n\u00e1kupn\u00edm chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f a jejich […]<\/p>\n","protected":false},"author":3,"featured_media":2624,"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":[30],"tags":[],"class_list":["post-2626","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\/2626","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=2626"}],"version-history":[{"count":1,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/2626\/revisions"}],"predecessor-version":[{"id":2627,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/2626\/revisions\/2627"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/media\/2624"}],"wp:attachment":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/media?parent=2626"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/categories?post=2626"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/tags?post=2626"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}