{"id":3131,"date":"2023-01-11T10:52:06","date_gmt":"2023-01-11T09:52:06","guid":{"rendered":"https:\/\/www.agenturagate.cz\/?p=3131"},"modified":"2023-01-11T10:52:07","modified_gmt":"2023-01-11T09:52:07","slug":"tema-2-store-assessment","status":"publish","type":"post","link":"https:\/\/www.agenturagate.cz\/sk\/retail-sk\/tema-2-store-assessment\/","title":{"rendered":"T\u00c9MA 2 | STORE ASSESSMENT"},"content":{"rendered":"\n

V\u00a0p\u0159edchoz\u00edm t\u00e9matu<\/u><\/a> jsme \u0159e\u0161ili, jak d\u016fle\u017eit\u00e9 je zn\u00e1t ka\u017ed\u00fd metr sv\u00e9 prodejny, a jak lze ka\u017ed\u00fd tento metr syst\u00e9mov\u011b \u0159\u00eddit. Dnes toto t\u00e9ma roz\u0161i\u0159ujeme a pod\u00edv\u00e1me se, co se d\u011bje na druh\u00e9 stran\u011b \u2013 na stran\u011b z\u00e1kazn\u00edka. Ka\u017ed\u00fd prodejn\u00ed prostor toti\u017e mus\u00ed b\u00fdt pro z\u00e1kazn\u00edka naprosto p\u0159ehledn\u00fd a srozumiteln\u00fd<\/strong>, a\u0165 u\u017e z\u00a0pohledu produktov\u00e9ho vystaven\u00ed, orientace \u010di komunikace. Jak na to? Odpov\u011b\u010f se nach\u00e1z\u00ed p\u0159\u00edmo na prodejn\u011b. Z\u00e1kladem je z\u00e1kazn\u00edka nezklamat.<\/strong><\/p>\n\n\n\n

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P\u011bkn\u00fd LCD panel nikoho nespas\u00ed<\/strong><\/h3>\n\n\n\n

Na\u0161i klienti v\u00a0lo\u0148sk\u00e9m roce hodn\u011b \u0159e\u0161ili konkr\u00e9tn\u00ed \u010d\u00e1sti prodejen \u010di jednotliv\u00e9 prvky sv\u00e9 komunikace. \u201ePot\u0159ebujeme vym\u011bnit ti\u0161t\u011bn\u00fd banner za digit\u00e1ln\u00ed nosi\u010d.\u201c<\/em> \u201eL\u00edb\u00ed se n\u00e1m stojan, kter\u00fd m\u00e1 vedlej\u0161\u00ed konkurence, chceme podobn\u00fd.\u201c <\/em>\u00a0Takto n\u011bjak zn\u011bly n\u011bkter\u00e9 po\u017eadavky s\u00a0jist\u011b spr\u00e1vn\u00fdm z\u00e1m\u011brem \u2013 vylep\u0161it prodejn\u00ed prostor. Pro koho jej ale chceme ve skute\u010dnosti vylep\u0161it? Jak v\u00edme, \u017ee z\u00e1kazn\u00edk tuto zm\u011bnu p\u0159iv\u00edt\u00e1 a pom\u016f\u017ee mu k\u00a0n\u00e1kupu?<\/strong> Co kdy\u017e zrak v\u011bt\u0161iny z\u00e1kazn\u00edk\u016f o nov\u00fd digit\u00e1ln\u00ed nosi\u010d ani nezavad\u00ed?<\/p>\n\n\n\n

Hlavn\u00ed probl\u00e9m zde vid\u00edme v\u00a0absenci \u0161ir\u0161\u00edho pohledu. Jednotliv\u00e9 \u010d\u00e1sti prodejny nemohou spr\u00e1vn\u011b fungovat, nebude-li spr\u00e1vn\u011b a jednotn\u011b fungovat cel\u00fd prostor.<\/strong> Pro\u010d? Proto\u017ee z\u00e1kazn\u00edk nep\u0159ich\u00e1z\u00ed obdivovat nov\u00fd podsv\u00edcen\u00fd reg\u00e1l, p\u0159ich\u00e1z\u00ed pro bezchybn\u00fd a nenucen\u00fd z\u00e1\u017eitek z\u00a0n\u00e1kupu<\/strong>. A na\u0161im c\u00edlem je tento z\u00e1\u017eitek v\u017edy doru\u010dit!<\/p>\n\n\n\n

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Prostor, ve kter\u00e9m nakupuji, mus\u00ed d\u00e1vat smysl<\/strong><\/h3>\n\n\n\n

P\u0159ed t\u00edm, ne\u017e na prodejn\u011b provedeme jakoukoliv zm\u011bnu, p\u0159edpov\u00edd\u00e1me jej\u00ed re\u00e1ln\u00fd dopad na z\u00e1kazn\u00edka a jeho n\u00e1kupn\u00ed cestu.<\/strong> K\u00a0tomu vyu\u017e\u00edv\u00e1me zejm\u00e9na na po\u010d\u00e1tku spolupr\u00e1ce tzv. Store Assessment,<\/strong> neboli posouzen\u00ed prodejny, p\u0159i kter\u00e9m cel\u00fd prostor analyzujeme pohledem z\u00e1kazn\u00edka, definujeme jeho cestu a ozna\u010dujeme pas\u00e1\u017ee, kter\u00e9 hraj\u00ed kl\u00ed\u010dovou roli p\u0159i n\u00e1kupn\u00edm rozhodov\u00e1n\u00ed. Konkr\u00e9tn\u011b se soust\u0159e\u010fujeme na tyto oblasti:<\/p>\n\n\n\n

    \n
  • um\u00edst\u011bn\u00ed a okol\u00ed prodejny<\/li>\n\n\n\n
  • p\u016fdorys prodejny (rozloha, tvar, segmenty)<\/li>\n\n\n\n
  • z\u00e1kaznick\u00e9 cesty<\/li>\n\n\n\n
  • n\u00e1bytkov\u00e9 a reg\u00e1lov\u00e9 uspo\u0159\u00e1d\u00e1n\u00ed<\/li>\n\n\n\n
  • produktov\u00e9 vystaven\u00ed<\/li>\n\n\n\n
  • navigace a p\u0159ehlednost<\/li>\n\n\n\n
  • produktov\u00e1 a marketingov\u00e1 komunikace<\/li>\n\n\n\n
  • hluch\u00e1 m\u00edsta<\/li>\n\n\n\n
  • atmosf\u00e9ra a genius loci<\/li>\n<\/ul>\n\n\n\n
    \"\"
    Mapov\u00e1n\u00ed z\u00e1kaznick\u00fdch cest<\/figcaption><\/figure>\n\n\n\n

    Sou\u010d\u00e1st\u00ed tohoto posouzen\u00ed b\u00fdv\u00e1 i hloubkov\u00fd rozhovor s\u00a0person\u00e1lem<\/strong> o chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f v\u00a0praxi, jejich zvyklostech, \u010dast\u00fdch po\u017eadavc\u00edch \u010di probl\u00e9mech p\u0159i n\u00e1kupu. V\u017edy tak\u00e9 sledujeme samotn\u00e9 d\u011bn\u00ed na prodejn\u011b<\/strong> a odvozujeme od n\u011bj funk\u010dnost jednotliv\u00fdch pas\u00e1\u017e\u00ed prodejny.<\/p>\n\n\n\n

    Store Assessment tak\u00e9 \u010dasto dopl\u0148ujeme o za\u0159\u00edzen\u00ed sleduj\u00edc\u00ed z\u00e1kaznick\u00e9 chov\u00e1n\u00ed pomoc\u00ed um\u011bl\u00e9 inteligence.<\/strong> Jsme tak velmi efektivn\u011b schopni vyhodnotit n\u00e1v\u0161t\u011bvnost, demografii n\u00e1v\u0161t\u011bvn\u00edk\u016f, d\u00e9lku setrv\u00e1n\u00ed na prodejn\u011b, konverzn\u00ed pom\u011br nebo t\u0159eba modelovat heatmapy.<\/p>\n\n\n\n

    V\u00fdsledkem Store Assessmentu je z\u00edsk\u00e1n\u00ed detailn\u00edho vhledu do ka\u017edodenn\u00edho fungov\u00e1n\u00ed prodejny a z\u00e1kaznick\u00fdch cest<\/strong>, na jejich\u017e z\u00e1klad\u011b dok\u00e1\u017eeme p\u0159ipravit maxim\u00e1ln\u011b funk\u010dn\u00ed \u0159e\u0161en\u00ed<\/strong> jak\u00e9koliv interi\u00e9rov\u00e9 \u010di exteri\u00e9rov\u00e9 zm\u011bny. Aby Va\u0161i z\u00e1kazn\u00edci nikdy neodch\u00e1zeli zklaman\u00ed a r\u00e1di s vraceli.<\/p>\n","protected":false},"excerpt":{"rendered":"

    V\u00a0p\u0159edchoz\u00edm t\u00e9matu jsme \u0159e\u0161ili, jak d\u016fle\u017eit\u00e9 je zn\u00e1t ka\u017ed\u00fd metr sv\u00e9 prodejny, a jak lze ka\u017ed\u00fd tento metr syst\u00e9mov\u011b \u0159\u00eddit. Dnes toto t\u00e9ma roz\u0161i\u0159ujeme a pod\u00edv\u00e1me se, co se d\u011bje na druh\u00e9 stran\u011b \u2013 na stran\u011b z\u00e1kazn\u00edka. Ka\u017ed\u00fd prodejn\u00ed prostor toti\u017e mus\u00ed b\u00fdt pro z\u00e1kazn\u00edka naprosto p\u0159ehledn\u00fd a srozumiteln\u00fd, a\u0165 u\u017e z\u00a0pohledu produktov\u00e9ho vystaven\u00ed, orientace […]<\/p>\n","protected":false},"author":3,"featured_media":3130,"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":[86,87,88,89,90,91],"class_list":["post-3131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-sk","tag-instore-sk","tag-posouzeni-prodejny-sk","tag-retail-sk","tag-store-assessment-sk","tag-top-stuff-2022-sk","tag-zakaznicke-cesty-sk"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/3131","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=3131"}],"version-history":[{"count":1,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/3131\/revisions"}],"predecessor-version":[{"id":3132,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/3131\/revisions\/3132"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/media\/3130"}],"wp:attachment":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/media?parent=3131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/categories?post=3131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/tags?post=3131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}