{"id":158,"date":"2019-06-26T12:52:21","date_gmt":"2019-06-26T12:52:21","guid":{"rendered":"http:\/\/td_uid_90_5d136a854733f"},"modified":"2019-07-09T08:00:36","modified_gmt":"2019-07-09T08:00:36","slug":"springfest-one-fashion-show-at-the-university-of-michigan","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=158","title":{"rendered":"De\u011fi\u015fen Perakende Ortam\u0131nda Al\u0131\u015fveri\u015f\u00e7iye Rafta Ula\u015fmak"},"content":{"rendered":"\t\t
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FMCG pazar\u0131 daha belirsiz ve her zamankinden daha h\u0131zl\u0131 de\u011fi\u015fiyor. \u0130stikrarl\u0131 b\u00fcy\u00fcmeyle gelirde ve marjlarda art\u0131\u015f elde etmek herkesin hedefi fakat bunu sa\u011flamak, s\u00fcratle evrilen perakende ortam\u0131nda ve de\u011fi\u015fen al\u0131\u015fveri\u015f\u00e7i al\u0131\u015fkanl\u0131klar\u0131yla giderek daha da zorla\u015f\u0131yor.<\/strong><\/p>

\u00a0<\/p>

Yaz\u0131: Nielsen T\u00fcrkiye<\/p>


D\u00fcnya’da FMCG end\u00fcstrisi yava\u015flamayla kar\u015f\u0131 kar\u015f\u0131ya \u00e7\u00fcnk\u00fc g\u00fcn\u00fcm\u00fczde al\u0131\u015fveri\u015f\u00e7iler her zamankinden daha az net gelire sahipler ve bu geliri nas\u0131l harcayacaklar\u0131 konusunda daha e\u011fitimliler. Al\u0131\u015fveri\u015f\u00e7iler harcad\u0131klar\u0131 paraya dikkat ediyor ve daha ucuz markalar\u0131 ve private label\u2019lar\u0131 tercih edebiliyor ve ayn\u0131 zamanda tercih say\u0131lar\u0131 da art\u0131yor. Perakende d\u00fcnyas\u0131; hipermarketler ve discounterlar gibi yeni ma\u011faza formatlar\u0131 ve internet ve mobil gibi yeni kanallar eklenerek h\u0131zla geni\u015fliyor. Al\u0131\u015fveri\u015f\u00e7ilerin ayr\u0131ca farkl\u0131 kanal tercih etme e\u011filimleri art\u0131yor ve bundan dolay\u0131 al\u0131\u015fveri\u015f\u00e7ilerin tercihlerinin sat\u0131\u015fa d\u00f6n\u00fc\u015f\u00fcn\u00fc tahmin etmek art\u0131k daha da zor g\u00f6r\u00fcn\u00fcyor. Bir taraftan t\u00fcketicilerin daha y\u00fcksek kaliteli g\u0131da ve di\u011fer paketli \u00fcr\u00fcnler i\u00e7in harcama yapmas\u0131; di\u011fer taraftan ise artan say\u0131da t\u00fcketicinin de\u011fere odakl\u0131 olmas\u0131 sonucu olu\u015fan bask\u0131yla birlikte, y\u00fcksek rekabette bir perakende ortam\u0131 geleneksel pazar\u0131 daralt\u0131yor.<\/p>

\u00a0<\/p>

Her y\u0131l ortalama 10.000 yeni \u00fcr\u00fcn\u00fcn perakende raflar\u0131nda yerini ald\u0131\u011f\u0131 d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde ve \u00f6zellikle daha k\u00fc\u00e7\u00fck ma\u011faza formatlar\u0131ndaki k\u0131s\u0131tl\u0131 alan da dikkate al\u0131nd\u0131\u011f\u0131nda perakendecilerin s\u00fcrekli kar\u015f\u0131la\u015ft\u0131\u011f\u0131 zorluk ortaya \u00e7\u0131k\u0131yor: Alan en iyi \u015fekilde nas\u0131l y\u00f6netilip verimli hale getirilebilir?<\/p>

\"\"<\/p>

RAF: TEDAR\u0130K VE TALEB\u0130N SOMUT OLARAK KES\u0130\u015eT\u0130\u011e\u0130 YER<\/p>

Genelde raf alan\u0131 ile ilgili kritik bir\u00e7ok sorun i\u00e7g\u00fcd\u00fcsel bir tak\u0131m yan\u0131tlara dayand\u0131r\u0131larak \u00e7\u00f6z\u00fcmlenmeye \u00e7al\u0131\u015f\u0131l\u0131yor. Avrupa genelinde discount perakendecilerinin artan ba\u015far\u0131lar\u0131yla, hipermarket ve s\u00fcpermarket zincirleri de geni\u015f \u00fcr\u00fcn \u00e7e\u015fitliliklerini yeniden de\u011ferlendirerek daha az \u00e7e\u015fide odaklanma yoluna gidiyorlar.
Modern kanaldaki kolayl\u0131k\/k\u00fc\u00e7\u00fck ma\u011faza format\u0131n\u0131n b\u00fcy\u00fcmesini g\u00f6z \u00f6n\u00fcne ald\u0131\u011f\u0131m\u0131zda ve yeni ma\u011faza a\u00e7ma yat\u0131r\u0131mlar\u0131ndan online operasyonlara ge\u00e7i\u015fi d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde; raf alan\u0131n\u0131n hi\u00e7 olmad\u0131\u011f\u0131 kadar s\u0131k\u0131\u015ft\u0131r\u0131lm\u0131\u015f oldu\u011funu g\u00f6r\u00fcyoruz. Bu ise yava\u015f satan \u00fcr\u00fcn gruplar\u0131n\u0131n g\u00f6zlem alt\u0131nda oldu\u011fu anlam\u0131na geliyor. Fakat daha d\u00fc\u015f\u00fck sat\u0131\u015f h\u0131z\u0131na sahip \u00fcr\u00fcnleri raftan kald\u0131rmak mutlak \u00e7\u00f6z\u00fcm sa\u011flam\u0131yor hatta t\u00fcm kategoriye zarar bile verebiliyor. Dolay\u0131s\u0131yla hangi \u00fcr\u00fcn gruplar\u0131n\u0131n ve spesifik olarak hangi \u00fcr\u00fcnlerin kategoriye ger\u00e7ekten de\u011fer katt\u0131\u011f\u0131n\u0131 ve bu \u00fcr\u00fcnlerin raftaki konum ve alan da\u011f\u0131l\u0131mlar\u0131n\u0131 da bu do\u011frultuda belirlemek \u00e7ok b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor.<\/p>

\"\"<\/p>

ALAN Y\u00d6NET\u0130M\u0130 VE M\u00dc\u015eTER\u0130 DENEY\u0130M\u0130<\/p>

Ma\u011fazada kategorilerin yerle\u015fiminin ve reyonda \u00fcr\u00fcn yerle\u015fiminin al\u0131\u015fveri\u015f atmosferine ve al\u0131\u015fveri\u015f\u00e7i davran\u0131\u015flar\u0131 \u00fczerinde \u00f6nemli etkileri bulunuyor. \u00dcr\u00fcnlerin reyonda yerle\u015fimini iyi y\u00f6netmenin; bo\u015f raflardan kaynaklanacak finansal negatif etkileri azaltman\u0131n yan\u0131 s\u0131ra al\u0131\u015fveri\u015f\u00e7inin tatmini ve al\u0131\u015fveri\u015f\u00e7iyle daha iyi bir ili\u015fki kurulmas\u0131n\u0131 sa\u011flayarak sat\u0131\u015flar\u0131n artmas\u0131na yol a\u00e7aca\u011f\u0131 biliniyor.<\/p>

\u00a0<\/p>

KATEGOR\u0130 YERLE\u015e\u0130M\u0130<\/p>

Al\u0131\u015fveri\u015f\u00e7i-Merkezli Alan Y\u00f6netiminin, reyonda \u00fcr\u00fcnlerin yerle\u015fiminden \u00f6nce perakendecinin m\u00fc\u015fterilerinin al\u0131\u015fveri\u015f deneyimini geli\u015ftirmek \u00fczere kategori yerle\u015fiminin yap\u0131s\u0131n\u0131 belirlemesiyle ba\u015flamas\u0131 gerekiyor. Al\u0131\u015fveri\u015f\u00e7ilerin ma\u011faza i\u00e7inde rahat olduklar\u0131 bir deneyim ya\u015famalar\u0131 \u00f6nemli bir fakt\u00f6r olarak \u00f6n plana \u00e7\u0131k\u0131yor. Ma\u011faza i\u00e7i yo\u011funluk seviyesini ma\u011faza trafi\u011fi ve al\u0131\u015fveri\u015f\u00e7i trafik ak\u0131\u015f\u0131yla tan\u0131mlayabiliriz. Ma\u011faza trafi\u011fi belirli bir zaman aral\u0131\u011f\u0131nda ma\u011fazay\u0131 ziyaret eden al\u0131\u015fveri\u015f\u00e7i say\u0131s\u0131yla; al\u0131\u015fveri\u015f\u00e7i trafik ak\u0131\u015f\u0131 ise al\u0131\u015fveri\u015f\u00e7ilerin ma\u011faza i\u00e7indeki hareketleriyle ili\u015fkilidir. Ma\u011faza trafi\u011finin d\u00fc\u015f\u00fck olmas\u0131, otomatik olarak her zaman sat\u0131\u015flar\u0131n da d\u00fc\u015f\u00fck olaca\u011f\u0131 anlam\u0131na gelmez. Perakendecilerin al\u0131\u015fveri\u015f\u00e7i trafik ak\u0131\u015f\u0131n\u0131 iyi y\u00f6netmeleri bu a\u00e7\u0131dan kritiktir.<\/p>

\u00a0<\/p>

Ma\u011faza trafi\u011fi ve al\u0131\u015fveri\u015f\u00e7i trafik ak\u0131\u015f\u0131n\u0131n bile\u015fik olarak sat\u0131\u015flar \u00fczerinde etkisi bulunuyor ancak sat\u0131\u015flar\u0131 artt\u0131rabilecek di\u011fer fakt\u00f6rlerin etkisi \u00e7ok daha b\u00fcy\u00fck. Perakendeci sat\u0131\u015flar\u0131n\u0131 \u00e7ok daha b\u00fcy\u00fck oranda artt\u0131rmak istiyorsa; al\u0131\u015fveri\u015f\u00e7ilerin m\u00fcmk\u00fcn oldu\u011funca fazla say\u0131da koridordan ge\u00e7mesini ve farkl\u0131 kategorilerden al\u0131\u015fveri\u015f yapmalar\u0131n\u0131 sa\u011flamalar\u0131 gerekiyor. Bu da ancak ma\u011fazadaki kategori yerle\u015fiminin dikkatli bir de\u011ferlendirmeyle yap\u0131lmas\u0131yla m\u00fcmk\u00fcn olabilir. Kategorilerin ma\u011faza i\u00e7i konum ve geni\u015fliklerinin belirlenerek uygulanmas\u0131na \u201cMakro Alan Y\u00f6netimi\u201d ad\u0131 veriliyor.<\/p>

\u00a0<\/p>

REYONDA \u00dcR\u00dcN YERLE\u015e\u0130M\u0130<\/p>

Do\u011fru yap\u0131land\u0131r\u0131lm\u0131\u015f bir reyon tasar\u0131m\u0131; al\u0131\u015fveri\u015f\u00e7i, perakendeci ve \u00fcretici i\u00e7in \u00f6nemli ve her \u00fc\u00e7\u00fc i\u00e7in de avantaj yarat\u0131yor. Al\u0131\u015fveri\u015f\u00e7i sat\u0131n alma kararlar\u0131n\u0131n 2\/3\u2019\u00fc ma\u011faza i\u00e7inde ger\u00e7ekle\u015fiyor. Dolay\u0131s\u0131yla \u00fcr\u00fcnlerin reyonlarda nas\u0131l sunuldu\u011funun al\u0131\u015fveri\u015f\u00e7ilerin ma\u011faza i\u00e7indeki davran\u0131\u015flar\u0131nda etkisi b\u00fcy\u00fck\u2026 \u00dcr\u00fcn\u00fcn reyondaki pozisyonunun ve \u00f6ny\u00fcz say\u0131s\u0131n\u0131n; g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc ve dolay\u0131s\u0131yla sat\u0131\u015f\u0131 a\u00e7\u0131s\u0131ndan etkisi bulunuyor.<\/p>

Reyon tasar\u0131m\u0131n\u0131n etkinli\u011fi s\u0131kl\u0131kla alan elastikiyeti ile belirleniyor. Bu elastikiyet, ek raf alan\u0131n\u0131n \u00fcr\u00fcn sat\u0131\u015f\u0131 \u00fczerindeki etkisini belirleyen parametredir. \u00dcr\u00fcn\u00fcn rafta kaplad\u0131\u011f\u0131 alan, \u00f6zellikle impulse (d\u00fcrt\u00fcsel) al\u0131mlarda en etkin oland\u0131r. Etkin bir raf alan\u0131 da\u011f\u0131l\u0131m\u0131, sat\u0131\u015flar\u0131n ve al\u0131\u015fveri\u015f\u00e7i memnuniyetinin artmas\u0131na neden oluyor. Ayr\u0131ca bu da\u011f\u0131l\u0131m\u0131n iyi y\u00f6netilmesi, stoksuzluk oranlar\u0131n\u0131 da d\u00fc\u015f\u00fcr\u00fcyor.<\/p>

\u00a0<\/p>

Belirli bir noktadan sonra \u00f6ny\u00fcz say\u0131s\u0131n\u0131 artt\u0131rman\u0131n sat\u0131\u015f \u00fczerindeki etkinli\u011fi azalmaya ba\u015flayacakt\u0131r. \u00d6zellikle d\u00fc\u015f\u00fck pazar payl\u0131 markalar\u0131n \u00f6ny\u00fcz say\u0131s\u0131n\u0131n artt\u0131r\u0131lmas\u0131, al\u0131\u015fveri\u015f\u00e7inin marka tercihini ciddi oranda etkiliyor. \u00dcr\u00fcnlerin reyondaki konumunun ise Al\u0131\u015fveri\u015f\u00e7i Karar A\u011fac\u0131 (AKA) ad\u0131 verilen al\u0131\u015fveri\u015f\u00e7ilerin sat\u0131n alma s\u0131ras\u0131nda kulland\u0131klar\u0131 kriterlere (alt kategori, segment, marka, fiyat, paket boyutu vb.) g\u00f6re belirlenmesi gerekiyor. \u00dcr\u00fcn yerle\u015fimi; AKA hiyerar\u015fisine g\u00f6re yatay ve dikey bloklamalar \u015feklinde ger\u00e7ekle\u015ftirilebilir. Yatay ve dikey grup sergileme tercihleri, ma\u011faza i\u00e7i g\u00f6zlemlere dayanan al\u0131\u015fveri\u015f\u00e7i ara\u015ft\u0131rmalar\u0131 i\u00e7 g\u00f6r\u00fclerine dayand\u0131r\u0131larak ve perakendeci kategori stratejileri do\u011frultusunda yap\u0131lmal\u0131d\u0131r. \u00dcr\u00fcnlerin hangi \u00fcr\u00fcnlerle yan yana sergilenmeleri gerekti\u011fi, konumlar\u0131 ve \u00f6ny\u00fcz say\u0131lar\u0131 belirlenerek g\u00f6rsel bir plan (planogram) haline getirilerek ma\u011fazalarda uygulanmas\u0131 ve uygulaman\u0131n denetlenmesine ise Mikro Alan Y\u00f6netimi ad\u0131 veriliyor.<\/p>

\u00a0<\/p>

De\u011fi\u015fen perakende pazar dinamikleri do\u011frultusunda Nielsen olarak \u00e7e\u015fit optimizasyon \u00e7\u00f6z\u00fcmlerimizi \u00f6zellikle mevcut alan k\u0131s\u0131tlar\u0131yla ger\u00e7ek t\u00fcketici talebini anlamaya y\u00f6nelik olacak bir bi\u00e7imde yenilemi\u015f bulunuyoruz ve geli\u015ftirmeye devam ediyoruz. Ayn\u0131 zamanda \u00f6zellikle perakendeciler i\u00e7in ma\u011faza baz\u0131nda de\u011fi\u015fen sat\u0131\u015f ve fiziksel ko\u015fullar do\u011frultusunda ma\u011faza bazl\u0131 otomatik planogram yarat\u0131m\u0131 ve g\u00fcncellemeyi m\u00fcmk\u00fcn hale getiren Mikro Alan Y\u00f6netimi \u00e7\u00f6z\u00fcmleri ve yenilenen Makro Alan Optimizasyonu \u00e7\u00f6z\u00fcmlerimizi t\u00fcm d\u00fcnyada oldu\u011fu gibi T\u00fcrkiye\u2019de de m\u00fc\u015fterilerimizin ihtiya\u00e7lar\u0131 do\u011frultusunda \u00f6zelle\u015ftirerek sunmaya devam ediyoruz.<\/p>

\u200b\u200b<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

FMCG pazar\u0131 daha belirsiz ve her zamankinden daha h\u0131zl\u0131 de\u011fi\u015fiyor. \u0130stikrarl\u0131 b\u00fcy\u00fcmeyle gelirde ve marjlarda art\u0131\u015f elde etmek herkesin hedefi fakat bunu sa\u011flamak, s\u00fcratle evrilen perakende ortam\u0131nda ve de\u011fi\u015fen al\u0131\u015fveri\u015f\u00e7i al\u0131\u015fkanl\u0131klar\u0131yla giderek daha da zorla\u015f\u0131yor. Yaz\u0131: Nielsen T\u00fcrkiye D\u00fcnya’da FMCG end\u00fcstrisi yava\u015flamayla kar\u015f\u0131 kar\u015f\u0131ya \u00e7\u00fcnk\u00fc g\u00fcn\u00fcm\u00fczde al\u0131\u015fveri\u015f\u00e7iler her zamankinden daha az net gelire sahipler ve […]<\/p>\n","protected":false},"author":1,"featured_media":396,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2,22],"tags":[],"class_list":{"0":"post-158","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-featured","8":"category-sektorel-bilgiler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/06\/alan-y\u00f6netimi2.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\nDe\u011fi\u015fen Perakende Ortam\u0131nda Al\u0131\u015fveri\u015f\u00e7iye Rafta Ula\u015fmak - GPD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/www.gidaperakendecileri.org\/?p=158\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De\u011fi\u015fen Perakende Ortam\u0131nda Al\u0131\u015fveri\u015f\u00e7iye Rafta Ula\u015fmak - GPD\" \/>\n<meta property=\"og:description\" content=\"FMCG pazar\u0131 daha belirsiz ve her zamankinden daha h\u0131zl\u0131 de\u011fi\u015fiyor. \u0130stikrarl\u0131 b\u00fcy\u00fcmeyle gelirde ve marjlarda art\u0131\u015f elde etmek herkesin hedefi fakat bunu sa\u011flamak, s\u00fcratle evrilen perakende ortam\u0131nda ve de\u011fi\u015fen al\u0131\u015fveri\u015f\u00e7i al\u0131\u015fkanl\u0131klar\u0131yla giderek daha da zorla\u015f\u0131yor. 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