{"id":8628,"date":"2019-10-28T15:51:37","date_gmt":"2019-10-28T14:51:37","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/?post_type=uniwersytet_ecommerc&p=8628"},"modified":"2019-10-28T15:51:37","modified_gmt":"2019-10-28T14:51:37","slug":"proc-se-v-internetovem-obchode-neobejdete-bez-personalizace","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/proc-se-v-internetovem-obchode-neobejdete-bez-personalizace\/","title":{"rendered":"Pro\u010d se v internetov\u00e9m obchod\u011b neobejdete bez personalizace?"},"content":{"rendered":"

Poj\u010fme se vr\u00e1tit do dob, kdy neexistoval Facebook, Netflix ani Amazon. Tehdy to m\u011bli prodejci snadn\u00e9. Pokud cht\u011bli n\u011bco prodat, zaplatili si reklamu v\u00a0tisku, rozd\u00e1vali let\u00e1ky, investovali do televizn\u00ed reklamy. Jednodu\u0161e \u0159e\u010deno \u2013 prodejci komunikovali a z\u00e1kazn\u00edci poslouchali. V\u00a0dne\u0161n\u00ed dob\u011b se role obr\u00e1tily. Z\u00e1kazn\u00edci sd\u011bluj\u00ed sv\u00e9 pot\u0159eby a prodejci mus\u00ed nejen poslouchat, ale p\u0159izp\u016fsobit svoji nab\u00eddku jejich preferenc\u00edm. Prodejci, kte\u0159\u00ed pochopili pravidla hry, investuj\u00ed do personalizace. Pro\u010d se to vyplat\u00ed?<\/strong><\/p>\n

Tvrd\u00e1 data t\u00fdkaj\u00edc\u00ed se personalizace<\/strong><\/h3>\n

Pr\u016fzkum spole\u010dnost\u00ed Accenture, kter\u00e9ho se z\u00fa\u010dastnilo 1\u00a0800 spot\u0159ebitel\u016f, uk\u00e1zal, \u017ee t\u00e9m\u011b\u0159 polovina respondent\u016f je zklaman\u00e1, kdy\u017e jim firma nepos\u00edl\u00e1 personalizovan\u00e9 zpr\u00e1vy. 37 % respondent\u016f dokonce uvedlo, \u017ee d\u00e1v\u00e1 p\u0159ednost n\u00e1kup\u016fm v obchodech, kter\u00e9 v\u0161echna reklamn\u00ed sd\u011blen\u00ed personalizuj\u00ed.<\/span><\/p>\n

Zpr\u00e1va zhotoven\u00e1 spole\u010dnost\u00ed Kibo (2018 Consumer Trends Report) poukazuje na to, \u017ee personalizace nab\u00eddky ovliv\u0148uje n\u00e1kupn\u00ed rozhodnut\u00ed z\u00e1kazn\u00edk\u016f. Pro 63 % respondent\u016f je personalizace nab\u00eddky na\u00a0hlavn\u00ed str\u00e1nce d\u016fle\u017eit\u00e1, 50 % ji vy\u017eaduje na str\u00e1nce ko\u0161\u00edku a 64 % na str\u00e1nce produktu.<\/span><\/p>\n

Pro\u010d se vyplat\u00ed investovat do personalizace e-commerce?<\/strong><\/h3>\n

V\u00a0sou\u010dasnosti spol\u00e9haj\u00ed na personalizaci nejen velc\u00ed hr\u00e1\u010di jako Google, Netflix nebo Amazon, ale tak\u00e9 mnoho mal\u00fdch spole\u010dnost\u00ed. Ve\u00a0kter\u00fdch oblastech? Personalizace na\u0161la sv\u00e9 vyu\u017eit\u00ed zejm\u00e9na v\u00a0produktov\u00fdch doporu\u010den\u00edch, dynamick\u00e9 prezentaci obsahu str\u00e1nek, v e-mailov\u00e9m marketingu, cross-sellingu a up-sellingu.<\/span><\/p>\n

Jak to ovliv\u0148uje fungov\u00e1n\u00ed internetov\u00fdch obchod\u016f?<\/strong><\/h3>\n
    \n
  1. Personalizace otev\u00edr\u00e1 pen\u011b\u017eenky z\u00e1kazn\u00edk\u016f<\/strong><\/li>\n<\/ol>\n

    D\u00edky personalizaci lze prodejn\u00ed nab\u00eddku p\u0159izp\u016fsobit o\u010dek\u00e1v\u00e1n\u00edm z\u00e1kazn\u00edk\u016f t\u00e9m\u011b\u0159 na 100\u00a0%. Pokud zjist\u00edte pot\u0159eby n\u00e1v\u0161t\u011bvn\u00edk\u016f va\u0161eho internetov\u00e9ho obchodu, m\u016f\u017eete jim prodejn\u00ed nab\u00eddku p\u0159izp\u016fsobit a komunikovat s\u00a0nimi nap\u0159\u00edmo.\u00a0<\/span><\/p>\n

    Pomocnou ruku n\u00e1m pod\u00e1v\u00e1 cross-sellig a up-selling. Z\u00e1kladem techniky k\u0159\u00ed\u017eov\u00e9ho prodeje je n\u00e1vazn\u00fd prodej. Z\u00e1kazn\u00edkovi, kter\u00fd nakoupil dan\u00e9 zbo\u017e\u00ed nebo slu\u017ebu m\u016f\u017eete nab\u00eddnout dopl\u0148kov\u00e9 produkty.\u00a0<\/span><\/p>\n

    Up-selling funguje podobn\u011b. Z\u00e1kladem je nab\u00edzen\u00ed dra\u017e\u0161\u00edch ekvivalent\u016f vybran\u00e9ho zbo\u017e\u00ed, \u010d\u00edm\u017e doch\u00e1z\u00ed k\u00a0nav\u00fd\u0161en\u00ed hodnoty n\u00e1kupu.\u00a0<\/span><\/p>\n

      \n
    1. Personalizace podporuje remarketing<\/strong><\/li>\n<\/ol>\n

      Kliknut\u00ed na produkt v e-shopu, n\u00e1v\u0161t\u011bva webov\u00e9 str\u00e1nky, koment\u00e1\u0159 na Facebooku \u2013 ka\u017ed\u00fd takov\u00fd \u00fakon znamen\u00e1 nov\u00e9 informace o z\u00e1kazn\u00edc\u00edch. Z\u00edskan\u00e1 data m\u016f\u017eeme vyu\u017e\u00edt v remarketingov\u00fdch kampan\u00edch.<\/span><\/p>\n

      Spojen\u00edm personalizace a remarketingu zac\u00edl\u00edte reklamu p\u0159esn\u011b na danou c\u00edlovou skupinu a zv\u00fd\u0161\u00edte sv\u016fj obrat!<\/span><\/p>\n

        \n
      1. Personalizace buduje vztahy se z\u00e1kazn\u00edky!<\/strong><\/li>\n<\/ol>\n

        Z\u00e1kazn\u00edci dnes o\u010dek\u00e1vaj\u00ed individu\u00e1ln\u00ed p\u0159\u00edstup. Zamyslete se, jak vypad\u00e1 va\u0161e komunikace dnes. Pos\u00edl\u00e1te stejn\u00e9 emaily lidem, kte\u0159\u00ed se pr\u00e1v\u011b p\u0159ihl\u00e1sili k odb\u011bru newsletteru i t\u011bm, se kter\u00fdmi jste v kontaktu u\u017e n\u011bkolik m\u011bs\u00edc\u016f? Pokud je odpov\u011b\u010f \u201eano\u201c, pak nade\u0161el \u010das na zm\u011bnu.\u00a0<\/span><\/p>\n

        Pokud m\u00e1te v obchod\u011b zbo\u017e\u00ed ur\u010den\u00e9 mu\u017e\u016fm a \u017een\u00e1m, vyu\u017eijte c\u00edlen\u00ed, abyste jim uk\u00e1zali zbo\u017e\u00ed ur\u010den\u00e9 p\u0159\u00edmo pro n\u011b! Z\u00e1kazn\u00edci tak u\u0161et\u0159\u00ed \u010das str\u00e1ven\u00fd hled\u00e1n\u00edm vhodn\u00fdch v\u00fdrobk\u016f a spokojen\u011b dokon\u010d\u00ed objedn\u00e1vku. Nezapome\u0148te, \u017ee individu\u00e1ln\u00ed p\u0159\u00edstup k z\u00e1kazn\u00edk\u016fm buduje vz\u00e1jemn\u00e9 vztahy.<\/span><\/p>\n

          \n
        1. Personalizace zefektiv\u0148uje obsluhu z\u00e1kazn\u00edka<\/strong><\/li>\n<\/ol>\n

          Vysok\u00e1 \u00farove\u0148 obsluhy z\u00e1kazn\u00edk\u016f je stejn\u011b d\u016fle\u017eit\u00e1 jako spokojenost s\u00a0v\u00fdrobkem nebo slu\u017ebou. Nen\u00ed nic hor\u0161\u00edho ne\u017e nespokojen\u00fd z\u00e1kazn\u00edk, kter\u00fd se c\u00edt\u00ed odbyt\u00fd.<\/span><\/p>\n

          Personalizace umo\u017e\u0148uje prov\u00e9st z\u00e1kazn\u00edka cel\u00fdm n\u00e1kupn\u00edm procesem. Jak to ud\u011blat? Uka\u017ete z\u00e1kazn\u00edk\u016fm zbo\u017e\u00ed, po kter\u00e9m tou\u017e\u00ed. M\u016f\u017eete jim usnadnit rozhodov\u00e1n\u00ed a uk\u00e1zat produkty, kter\u00e9 se hod\u00ed k\u00a0ji\u017e nakoupen\u00e9mu zbo\u017e\u00ed. O vysok\u00e9 \u00farovni obsluhy z\u00e1kazn\u00edk\u016f vypov\u00edd\u00e1 i zp\u016fsob komunikace. Je velmi d\u016fle\u017eit\u00e9 pos\u00edlat personalizovan\u00e9 zpr\u00e1vy a rychle reagovat na dotazy z\u00e1kazn\u00edk\u016f.<\/span><\/p>\n

            \n
          1. Personalizace pom\u00e1h\u00e1 identifikovat fanou\u0161ky zna\u010dky<\/strong><\/li>\n<\/ol>\n

            N\u00e1kupn\u00ed proces nekon\u010d\u00ed sm\u011bnou: zbo\u017e\u00ed \/ slu\u017eba \u2013 pen\u00edze. Pokud dok\u00e1\u017eete kupuj\u00edc\u00edho zm\u011bnit ve fanou\u0161ka zna\u010dky, z\u00edsk\u00e1te mnohem v\u00edce ne\u017e jen jednor\u00e1zov\u00fd zdroj p\u0159\u00edjm\u016f. Podle pr\u016fzkum\u016f m\u016f\u017ee 5% nar\u016fst v\u011brnost\u00ed z\u00e1kazn\u00edk\u016f zdvojn\u00e1sobit v\u00fdnosnost va\u0161eho byznysu. Pro klientsk\u00fd p\u0159\u00edstup je nejlep\u0161\u00edm marketingov\u00fdm n\u00e1strojem v d\u011bjin\u00e1ch!<\/span><\/p>\n

            Jste p\u0159ipraven\u00ed na zaveden\u00ed personalizace ve va\u0161em e-shopu?<\/strong><\/h3>\n

            Kl\u00ed\u010dem k nejlep\u0161\u00ed strategii v e-commerce je pochopen\u00ed a uspokojen\u00ed pot\u0159eb z\u00e1kazn\u00edk\u016f. Personalizace pom\u00e1h\u00e1 probo\u0159it ledy mezi prodejcem a spot\u0159ebitelem a nav\u00e1zat trval\u00e9 vztahy.\u00a0<\/span><\/p>\n

            R\u00e1di v\u00e1m se zav\u00e1d\u011bn\u00edm personalizace ve va\u0161em internetov\u00e9m obchod\u011b pom\u016f\u017eeme. Pokud m\u00e1te dotazy, kontaktujte n\u00e1s \u2013 na\u0161\u00ed odborn\u00edci \u010dekaj\u00ed na va\u0161i zpr\u00e1vu!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

            Zjist\u011bte, pro\u010d byste si m\u011bli personalizovat nab\u00eddku produkt\u016f a jak se to prom\u00edt\u00e1 do fungov\u00e1n\u00ed e-shopu<\/p>\n","protected":false},"author":4,"featured_media":16052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8628","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=8628"}],"version-history":[{"count":0,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/8628\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16052"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=8628"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=8628"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=8628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}