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Innowacyjny, prosty, znający potrzeby klienta – taki powinien być sklep w 2019 roku

Marketing

Innowacyjny, prosty, znający potrzeby klienta – taki powinien być sklep w 2019 roku

Wtorek, 08 stycznia 2019
Odpowiednie rozpoznanie potrzeb klientów i sprostanie ich zmieniającym się oczekiwaniom – to obecnie jedno z najważniejszych wyzwań dla branży handlu detalicznego. Co tak naprawdę dzisiaj oznacza pojęcie „nowoczesny sklep” i jakie wymagania musi spełnić jego właściciel, aby odnieść sukces?
Nowy Rok i święta Bożego Narodzenia to był doskonały czas dla branży handlu detalicznego. Według danych firmy Deloitte, polska rodzina zapłaciła za przygotowanie do tegorocznych świąt średnio 1168 złotych. To o 60 zł więcej niż w 2017 roku. W ostatnich latach konsumenci coraz bardziej zmieniają swoje wymagania i przyzwyczajenia dotyczące zakupów.

- Obecnie dla sieci handlowych najbardziej istotną grupą odbiorców stają się przedstawiciele młodych pokoleń, którzy są ciekawi nowych rozwiązań, mobilni i nie wyobrażają sobie życia bez internetu – mówi Marcin Dąbrowski, CEO Surge Cloud, firmy wprowadzającej innowacje w handlu stacjonarnym. – W odpowiedzi na ich potrzeby, sklepy stacjonarne starają się wprowadzać udogodnienia znane dotychczas ze sprzedaży internetowej, takie jak: personalizacja oferty, wykorzystanie urządzeń mobilnych czy sztucznej inteligencji - dodaje.

Bardziej wartościowe dla klientów jest dzisiaj oferowanie odpowiednich produktów, a nie wszystkich towarów. Przy tak wielu ofertach na rynku zarówno w formie online jak i offline, konsumenci są zmęczeni podejmowaniem decyzji i oczekują jak największej pomocy w sprawnym przebrnięciu przez proces zakupowy.

Chcemy kupować szybciej i prościej

Nowoczesny sklep to taki, który nie skupia się tylko na przeprowadzeniu transakcji, ale na budowaniu z klientem głębszej relacji, która zaowocuje ponowną wizytą. Z badania firmy MasterCard wynika, że dla połowy polskich konsumentów kolejki do kas to najbardziej frustrujący element codziennych zakupów, a większość z nich chętnie skorzystałaby z całkowicie automatycznych sklepów.

- Dzięki systemowi analitycznemu, działającemu w oparciu o odpowiednią infrastrukturę na bieżąco możemy poddawać analizie zachowania konsumentów. Jest to rozwiązanie bardziej precyzyjne np. od systemów wizyjnych i nieporównywalnie tańsze – mówi Marcin Dąbrowski.

Przestrzeń handlowa dostosowana pod potrzeby klienta

Jak wynika z badań, 78 proc. klientów decyzję o zakupie wybranego produktu podejmuje dopiero w punkcie sprzedaży (InStore Media). Dlatego ocena produktów w sklepie przez klienta często zależy od ich ekspozycji. To właśnie odpowiednie umieszczenie towarów na półce czy regale może decydować o ich zakupie i zwiększeniu sprzedaży. Przykład? Produkty, na których sprzedaży zależy nam najbardziej, znajdują się najczęściej na wysokości wzroku klienta. Również rozmieszczanie opakowań na regałach powinno zaczynać się od najmniejszych opakowań na górze półki, po największe na dole. Warto także zauważyć, że produkty popularne często są umieszczane z przodu, a wielkogabarytowe blisko wejścia.

Z pomocą przychodzi tutaj również technologia, która może poinformować właściciela sklepu, w jaki sposób lepiej kontrolować wystawiane towary. Daje to lepszą kontrolę nad asortymentem oraz procesem sprzedażowym. W końcu jak mawiała Estée Lauder, amerykańska miliarderka, założycielka koncernu kosmetycznego: „Przyczyną niepowodzeń w sprzedaży nie jest zły produkt, lecz zły sprzedawca”.



tagi: marketing, handel detaliczny,


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