M\u00fc\u015fterilerin tercihlerini, al\u0131\u015fkanl\u0131klar\u0131n\u0131 ve al\u0131\u015fveri\u015f yolculuklar\u0131n\u0131 teknolojinin sundu\u011fu t\u00fcm imkanlar\u0131 seferber ederek analiz edip, yorumlamaya odakland\u0131klar\u0131n\u0131 belirten Teknosa Genel M\u00fcd\u00fcr\u00fc B\u00fclent G\u00fcrcan, “\u00d6n\u00fcm\u00fczdeki 5 y\u0131l i\u00e7inde internette fikir edinmeden al\u0131\u015fveri\u015f yapan hi\u00e7 kimse kalmayaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyoruz” dedi.<\/p>\n
De\u011fi\u015fen t\u00fcketici davran\u0131\u015flar\u0131 ve ihtiya\u00e7lar\u0131na g\u00f6re \u015fekillendirilen \u2018\u00e7oklu kanal\u2019 stratejisi, Avrupa \u00e7ap\u0131nda \u00f6rnek oldu. Almanya\u2019n\u0131n ba\u015fkenti Berlin\u2019de 10-12 Nisan tarihleri aras\u0131nda Avrupa\u2019daki t\u00fcketici teknolojisi \u00fcr\u00fcnleri sekt\u00f6r\u00fcn\u00fcn liderlerini bir araya getiren European TCG Retail Summit\u2019e kat\u0131lan Teknosa Genel M\u00fcd\u00fcr\u00fc B\u00fclent G\u00fcrcan, konu\u015fmas\u0131nda omnichannel (\u00e7oklu kanal) stratejisini ve m\u00fc\u015fteri odakl\u0131 perakende \u00e7a\u011f\u0131n\u0131 anlatt\u0131. G\u00fcrcan, bu y\u0131l 5\u2019inci kez d\u00fczenlenen zirvenin kapan\u0131\u015f\u0131nda yapt\u0131\u011f\u0131 konu\u015fmada m\u00fc\u015fteri odakl\u0131 bir yap\u0131ya evirilen perakende sekt\u00f6r\u00fcnde kesintisiz m\u00fc\u015fteri deneyimi sunmak i\u00e7in geli\u015ftirilen stratejilerden, ger\u00e7ekle\u015ftirilen yat\u0131r\u0131mlar\u0131ndan ve farkl\u0131la\u015fan hizmetlerinden bahsetti.<\/p>\n
“M\u00fc\u015fteri odakl\u0131l\u0131k perakende i\u00e7in \u00e7ok yeni bir kavram de\u011fil”<\/p>\n
Yeni d\u00f6nemin en \u00f6nemli ba\u015far\u0131 kriterinin m\u00fc\u015fterinin hikayesinde yer edinmek oldu\u011funa dikkat \u00e7eken G\u00fcrcan, \u201cM\u00fc\u015fteri odakl\u0131l\u0131k perakende i\u00e7in \u00e7ok yeni bir kavram de\u011fil. Ama teknolojinin ba\u015f d\u00f6nd\u00fcr\u00fcc\u00fc geli\u015fimi ile m\u00fc\u015fteri odakl\u0131 olmak yepyeni bir boyut kazand\u0131. M\u00fc\u015fterilerin tercihlerini, al\u0131\u015fkanl\u0131klar\u0131n\u0131 ve al\u0131\u015fveri\u015f yolculuklar\u0131n\u0131 teknolojinin sundu\u011fu t\u00fcm imkanlar\u0131 seferber ederek analiz edip, yorumlamaya odaklan\u0131yoruz. Her m\u00fc\u015fterinin bir hikayesi var. Bizim amac\u0131m\u0131z m\u00fc\u015fterilerimizin hikayeleri i\u00e7inde do\u011fru \u015fekilde yer almak. M\u00fc\u015fterilerin i\u00e7 g\u00f6r\u00fclerinden yararlanarak performans\u0131m\u0131z\u0131 art\u0131r\u0131rken, i\u00e7imizdeki yeni giri\u015fimlere de y\u00f6n vermeyi hedefliyoruz\u201d dedi.<\/p>\n
“Kanallar i\u00e7 i\u00e7e ge\u00e7mi\u015f durumda”<\/p>\n
G\u00fcrcan, s\u00f6zlerine \u015f\u00f6yle devam etti:<\/p>\n
\u201cT\u00fcketiciler al\u0131\u015fveri\u015flerini farkl\u0131 kanallar aras\u0131nda yolculuk ederek tamaml\u0131yor. \u0130htiyac\u0131 olan \u00fcr\u00fcne \u00f6nce online\u2019da bak\u0131p, ard\u0131ndan ma\u011fazada uzmanlardan bilgi al\u0131p, al\u0131\u015fveri\u015fini online\u2019da tamamlayan ya da \u00f6nce ma\u011fazada deneyimleyip sonra internetten sat\u0131n alan m\u00fc\u015fterilerimiz var. Kanallar i\u00e7 i\u00e7e ge\u00e7mi\u015f durumda. Son yapt\u0131\u011f\u0131m\u0131z ara\u015ft\u0131rmada her 100 t\u00fcketiciden 76\u2019s\u0131 ma\u011fazalara gelmeden \u00f6nce internet sitelerini ziyaret etti\u011fini tespit etmi\u015ftik. \u00d6n\u00fcm\u00fczdeki 5 y\u0131l i\u00e7inde internette fikir edinmeden al\u0131\u015fveri\u015f yapan hi\u00e7 kimse kalmayaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyoruz. Sat\u0131n alma al\u0131\u015fkanl\u0131klar\u0131na bakt\u0131\u011f\u0131m\u0131zda T\u00fcrk halk\u0131 olarak bizler sat\u0131n ald\u0131\u011f\u0131m\u0131z \u00fcr\u00fcne hemen sahip olmak istiyoruz. Bu \u00e7er\u00e7evede Click&Collect, internet \u00fczerinden sipari\u015f verip ma\u011fazadan teslim alma, uygulamas\u0131n\u0131 T\u00fcrkiye\u2019de ilk ba\u015flatan \u015firketlerden biriyiz. Bug\u00fcn internet al\u0131\u015fveri\u015fi yapan m\u00fc\u015fterilerimizin y\u00fczde 30\u2019u \u00fcr\u00fcnleri ma\u011fazalardan teslim almay\u0131 tercih ediyor. Bu da \u00e7ok \u00f6nemli bir oran. K\u00fclt\u00fcrel al\u0131\u015fkanl\u0131klar\u0131m\u0131z\u0131 ve m\u00fc\u015fterilerimizin davran\u0131\u015flar\u0131n\u0131 g\u00f6z \u00f6n\u00fcne alarak omnichannel (\u00e7oklu kanal) modelinde derinle\u015fmeye devam edece\u011fiz. Bu alanda T\u00fcrkiye\u2019deki perakendecilerin d\u00fcnyaya model olma f\u0131rsat\u0131 oldu\u011funa inan\u0131yorum.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
M\u00dc\u015eTER\u0130LER\u0130N TERC\u0130HLER\u0130N\u0130, ALI\u015eKANLIKLARINI VE ALI\u015eVER\u0130\u015e YOLCULUKLARINI TEKNOLOJ\u0130N\u0130N SUNDU\u011eU T\u00dcM \u0130MKANLARI SEFERBER EDEREK ANAL\u0130Z ED\u0130P, YORUMLAMAYA ODAKLANIYORUZ.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[6240,100349,52097,17018,14424],"class_list":["post-1154564","post","type-post","status-publish","format-standard","hentry","category-bilim-teknoloji","tag-alisveris","tag-danismadan","tag-internete","tag-kalmayacak","tag-yapan"],"_links":{"self":[{"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=\/wp\/v2\/posts\/1154564","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1154564"}],"version-history":[{"count":0,"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=\/wp\/v2\/posts\/1154564\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1154564"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1154564"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.erzhaber.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1154564"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}