{"id":2307,"date":"2020-09-14T10:33:10","date_gmt":"2020-09-14T10:33:10","guid":{"rendered":"https:\/\/www.gidaperakendecileri.org\/?p=2307"},"modified":"2021-02-05T12:58:28","modified_gmt":"2021-02-05T12:58:28","slug":"mckinsey-perakendede-oyunun-kurallarini-degistiren-tuketici-davranislarini-arastirdi","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=2307","title":{"rendered":"McKinsey, Perakendede Oyunun Kurallar\u0131n\u0131 De\u011fi\u015ftiren T\u00fcketici Davran\u0131\u015flar\u0131n\u0131 Ara\u015ft\u0131rd\u0131"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2307\" class=\"elementor elementor-2307\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3ef128ae elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3ef128ae\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6c0ce5df\" data-id=\"6c0ce5df\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5aacae7a elementor-widget elementor-widget-text-editor\" data-id=\"5aacae7a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"td-paragraph-padding-1\"><h3><span style=\"color: #000000;\"><strong>McKinsey &amp; Company\u2019nin yeni raporu COVID-19 k\u00fcresel salg\u0131n s\u00fcrecinde t\u00fcketicilerin k\u00f6kten de\u011fi\u015fen al\u0131\u015fkanl\u0131klar\u0131 ve ihtiya\u00e7lar\u0131na \u0131\u015f\u0131k tutuyor. Dijital, temass\u0131z ticaretin 10 y\u0131ll\u0131k geli\u015fimi 3 ayda ger\u00e7ekle\u015ftirdi\u011fi bu s\u0131ra d\u0131\u015f\u0131 d\u00f6nemde, t\u00fcketicilerin ma\u011faza i\u00e7i deneyimlerinden beklentileri de de\u011fi\u015fti. Buna g\u00f6re \u00e7ok kanall\u0131, teknoloji destekli ve m\u00fc\u015fterinin yeni \u00f6ncelik ve ihtiya\u00e7lar\u0131n\u0131n bilincinde hareket eden \u015firketler, yeni normalin \u00f6nc\u00fcleri olmaya aday. <\/strong><\/span><\/h3><p><span style=\"color: #000000;\">McKinsey &amp; Company, COVID-19 k\u00fcresel salg\u0131n\u0131 \u00f6ncesi ve sonras\u0131na dair t\u00fcketici davran\u0131\u015f ve beklentilerindeki de\u011fi\u015fimi ortaya koyan yeni bir rapor yay\u0131nlad\u0131. \u015eirketin pazarlama ve sat\u0131\u015f alan\u0131nda yeni nesil teknolojiler ve stratejiler \u00fczerine uzmanla\u015fan i\u015f birimi Periscope taraf\u0131ndan haz\u0131rlanan \u2018Perakendeyi Yeniden Ke\u015ffetmek\u2019 adl\u0131 raporda, Amerika, \u0130ngiltere, Fransa ve Almanya\u2019dan 2.500 t\u00fcketicinin g\u00f6r\u00fc\u015flerine yer verildi. T\u00fcketicilerin tercihlerindeki de\u011fi\u015fimin marka sadakatlerine yans\u0131d\u0131\u011f\u0131na ve bunun perakende sekt\u00f6r\u00fcnde k\u00f6kl\u00fc bir de\u011fi\u015fim yaratt\u0131\u011f\u0131na de\u011finilen rapor, sekt\u00f6r\u00fcn yeni normali \u015fekillendirebilmesi i\u00e7in gerekli aksiyon \u00f6nerilerini de i\u00e7eriyor.<\/span><\/p><p><span style=\"color: #000000;\">Raporun en \u00e7arp\u0131c\u0131 \u00e7\u0131kt\u0131lar\u0131ndan biri; temass\u0131z ticarette ya\u015fanan s\u0131ra d\u0131\u015f\u0131 d\u00f6n\u00fc\u015f\u00fcm oldu. Ara\u015ft\u0131rmaya g\u00f6re, 90 g\u00fcnl\u00fck s\u00fcre\u00e7te ABD e-ticaret geli\u015fiminde 10 y\u0131ll\u0131k s\u0131\u00e7rama ger\u00e7ekle\u015fti. Dijital ara\u00e7lar\u0131n g\u00fcvenilir, kolay ve h\u0131zl\u0131 \u00e7\u00f6z\u00fcmler sunmas\u0131n\u0131n neticesinde olu\u015fan bu geli\u015fim t\u00fcketici beklenti ve ihtiya\u00e7lar\u0131nda kal\u0131c\u0131 de\u011fi\u015fimlere neden oluyor. Rapora g\u00f6re; t\u00fcketiciler \u00fccretsiz teslimat ve iade se\u00e7eneklerinin yan\u0131 s\u0131ra daha h\u0131zl\u0131 web sitesi ve net \u00fcr\u00fcn tan\u0131t\u0131mlar\u0131na ihtiya\u00e7 duydu\u011funu belirtiyor. Soka\u011fa \u00e7\u0131kma yasa\u011f\u0131 uygulanan d\u00f6nemde daha \u00f6nceki d\u00f6neme g\u00f6re, bu talepler y\u00fczde 10-23 oran\u0131nda artt\u0131.<\/span><\/p><p><span style=\"color: #000000;\">K\u00fcresel salg\u0131n ma\u011faza deneyimlerindeki beklentileri de de\u011fi\u015ftirdi. T\u00fcketicilerin y\u00fczde 30\u2019u ma\u011faza i\u00e7i alanlar\u0131n ve giyinme odalar\u0131n\u0131n daha s\u0131k temizlenmesi, y\u00fczde 50\u2019si ise ma\u011fazalar\u0131n g\u00fcvenlik ve sa\u011fl\u0131k kurallar\u0131n\u0131 titizlikle uygulamas\u0131 gerekti\u011fine inan\u0131yor. T\u00fcketicilerin y\u00fczde 59\u2019u da ma\u011fazalar\u0131n kalabal\u0131k olmamas\u0131 gerekti\u011fini ifade ediyor. Bu da t\u00fcketiciler i\u00e7in hijyen ve g\u00fcvenli\u011fin \u015fimdiye dek olmad\u0131\u011f\u0131 kadar g\u00fc\u00e7l\u00fc birer tercih kriterine d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc g\u00f6steriyor. Bu kapsamda m\u00fc\u015fterilerinin ve \u00e7al\u0131\u015fanlar\u0131n\u0131n g\u00fcvenli\u011fini \u00f6nceliklendiren kurumlar rekabette \u00f6ne ge\u00e7iyor.<\/span><\/p><p><span style=\"color: #000000;\">Ma\u011faza deneyiminde bir di\u011fer \u00f6nemli kriter ise ma\u011faza alanlar\u0131n\u0131n iyi tasarlanm\u0131\u015f olmas\u0131. T\u00fcketicilerin ma\u011fazalarda m\u00fcmk\u00fcn oldu\u011funca az zaman ge\u00e7irmeyi tercih etmesi sebebiyle al\u0131\u015fveri\u015f s\u00fcrecini h\u0131zland\u0131ran ve kolayla\u015ft\u0131ran bir yerle\u015fim ma\u011faza ziyaret\u00e7i say\u0131s\u0131na pozitif etki ediyor. Mart-Haziran 2020 d\u00f6neminde bu kriterin ma\u011faza se\u00e7imindeki \u00f6nemi y\u00fczde 14 oran\u0131nda art\u0131\u015f g\u00f6sterdi. Ayn\u0131 zamanda ma\u011faza g\u00f6revlilerinin tutumu ve bilgisi de t\u00fcketicilerin ma\u011faza se\u00e7imlerinde \u00f6nem ta\u015f\u0131yan ilk \u00fc\u00e7 kriterden biri. Bununla birlikte t\u00fcketicilerin sat\u0131n alma i\u015flemlerini kendilerinin yapabildi\u011fi ak\u0131ll\u0131 kasa uygulamalar\u0131na olan ilgi de fiziksel mesafe a\u00e7\u0131s\u0131ndan daha g\u00fcvenli bulunmas\u0131 sebebiyle y\u00fczde 12\u2019ye varan oranlarda artm\u0131\u015f durumda.<\/span><\/p><p><span style=\"color: #000000;\">\u00c7evrim i\u00e7i ve \u00e7evrim d\u0131\u015f\u0131 sat\u0131\u015f noktalar\u0131nda ya\u015fanan bu de\u011fi\u015fimin bir sonucu olarak t\u00fcketicilerin \u00e7ok kanall\u0131 sat\u0131n alma deneyimlerine olan y\u00f6neliminde de art\u0131\u015f var. Dolay\u0131s\u0131yla perakende \u015firketlerinin mobil \u00f6demeler, online sipari\u015f, ma\u011faza sat\u0131\u015f\u0131 ba\u015fta olmak \u00fczere t\u00fcm kanallar\u0131 aras\u0131nda p\u00fcr\u00fczs\u00fcz bir uyum ve ak\u0131\u015f yaratmas\u0131 tercih edilme oranlar\u0131na do\u011frudan yans\u0131yor. Bunun tasarlan\u0131p uygulanabilmesi i\u00e7inse temass\u0131z \u00f6deme sistemleri, online sat\u0131n alma deneyiminin baz\u0131 \u00f6zelliklerini ma\u011fazaya ta\u015f\u0131yan dijital ekranlar ya da \u00fcr\u00fcnleri denemek i\u00e7in art\u0131r\u0131lm\u0131\u015f ger\u00e7eklik uygulamalar\u0131ndan yararlanmak gibi yeni nesil teknolojilerin kullan\u0131lmas\u0131 gerekiyor. Ancak bu anlamda perakende \u015firketleri t\u00fcketici beklentileri kar\u015f\u0131lamada hen\u00fcz yetersiz. T\u00fcketicilerin y\u00fczde 35\u2019inden fazlas\u0131 en temel ma\u011faza i\u00e7i teknolojileri dahi deneyimlememi\u015f olduklar\u0131n\u0131 dile getiriyor.<\/span><\/p><p><strong><span style=\"color: #000000;\">\u201cPerakende Sekt\u00f6r\u00fcnde Beklenti ve \u0130htiya\u00e7lar De\u011fi\u015fiyor\u201d<\/span><\/strong><br \/><span style=\"color: #000000;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-2311 alignleft\" src=\"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2020\/09\/mckinsey-tuketici-davranis-4-240x300.jpg\" alt=\"\" width=\"240\" height=\"300\" srcset=\"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2020\/09\/mckinsey-tuketici-davranis-4-240x300.jpg 240w, https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2020\/09\/mckinsey-tuketici-davranis-4-336x420.jpg 336w, https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2020\/09\/mckinsey-tuketici-davranis-4.jpg 546w\" sizes=\"(max-width: 240px) 100vw, 240px\" \/>Raporu de\u011ferlendiren McKinsey &amp; Company T\u00fcrkiye Orta\u011f\u0131 \u0130lke Bigan; \u201cAvrupa ve Amerika pazarlar\u0131ndan t\u00fcketicilerin g\u00f6r\u00fc\u015fleriyle \u015fekillenen rapor, k\u00fcresel \u00e7apta de\u011fi\u015fen t\u00fcketici davran\u0131\u015flar\u0131na rehberlik ediyor. \u00c7ok k\u0131sa s\u00fcrede yeni t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131n\u0131n kazan\u0131lmas\u0131, uzun y\u0131llard\u0131r kullan\u0131lan stratejilerin ve yakla\u015f\u0131mlar\u0131n etkinli\u011fini yok ediyor. T\u00fcketicilerin y\u00fczde 40\u2019\u0131n\u0131n yeni bir marka ya da perakende \u015firketini denedi\u011fi bu d\u00f6nemde, de\u011fi\u015fen beklenti ve ihtiya\u00e7lara g\u00f6re oyunun kurallar\u0131 yeniden yaz\u0131l\u0131yor. Do\u011fru bir strateji ve teknoloji ile hareket eden kurumlar\u0131n bu oyunun ve dolay\u0131s\u0131yla yeni normalin \u00f6nc\u00fcleri olacaklar\u0131na inan\u0131yoruz.<\/span><\/p><p><span style=\"color: #000000;\">Bu kapsamda perakende \u015firketlerinin \u00fc\u00e7 temel noktaya odaklanmalar\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyoruz. Bunlardan ilki; \u00e7ok kanall\u0131 sat\u0131\u015f ve pazarlama stratejilerini t\u00fcketicinin de\u011fi\u015fen davran\u0131\u015flar\u0131 do\u011frultusunda detayl\u0131 ve kusursuz bir \u015fekilde tasarlamal\u0131lar. \u0130kincisi; m\u00fc\u015fteri sadakatini kazanmak ve g\u00fc\u00e7lendirmek \u00fczere m\u00fc\u015fterilerinin de\u011ferleri, talepleri ve ihtiya\u00e7lar\u0131 do\u011frultusunda hizmet ve tekliflerini geli\u015ftirmeliler. Sonuncusu ise t\u00fcm sat\u0131n alma yolculu\u011fu boyunca m\u00fc\u015fteri deneyimini kolay, kullan\u0131\u015fl\u0131 ve g\u00fcvenli bir \u015fekilde yeniden tasarlamak \u00fczere teknolojilerden yararlanmal\u0131lar.<\/span><\/p><p><span style=\"color: #000000;\">Bununla birlikte COVID-19 s\u00fcrecinde \u00e7al\u0131\u015fanlar\u0131n\u0131 ve toplumu destekleyen, salg\u0131n\u0131n engellenmesi i\u00e7in harekete ge\u00e7en \u2018aktivist\u2019 \u015firketlerin t\u00fcketicilerden tam not ald\u0131\u011f\u0131 da g\u00f6z ard\u0131 edilmemeli. Dolay\u0131s\u0131yla kurumsal sorumluluk ve etik de\u011ferler t\u00fcketiciler i\u00e7in asla \u00f6nemini kaybetmeyecek kriterler. T\u00fcm bunlar \u0131\u015f\u0131\u011f\u0131nda perakende sekt\u00f6r\u00fcn\u00fcn kendisini yenilemek i\u00e7in e\u015fsiz f\u0131rsatlara sahip oldu\u011funa inan\u0131yoruz\u201d \u015feklinde konu\u015ftu.<\/span><\/p><\/div>\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":"<p>McKinsey &amp; Company\u2019nin yeni raporu COVID-19 k\u00fcresel salg\u0131n s\u00fcrecinde t\u00fcketicilerin k\u00f6kten de\u011fi\u015fen al\u0131\u015fkanl\u0131klar\u0131 ve ihtiya\u00e7lar\u0131na \u0131\u015f\u0131k tutuyor. Dijital, temass\u0131z ticaretin 10 y\u0131ll\u0131k geli\u015fimi 3 ayda ger\u00e7ekle\u015ftirdi\u011fi bu s\u0131ra d\u0131\u015f\u0131 d\u00f6nemde, t\u00fcketicilerin ma\u011faza i\u00e7i deneyimlerinden beklentileri de de\u011fi\u015fti. Buna g\u00f6re \u00e7ok kanall\u0131, teknoloji destekli ve m\u00fc\u015fterinin yeni \u00f6ncelik ve ihtiya\u00e7lar\u0131n\u0131n bilincinde hareket eden \u015firketler, yeni normalin [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2310,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[23,32],"tags":[],"class_list":{"0":"post-2307","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler","8":"category-sektorden-haberler-haberler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2020\/09\/mckinsey-tuketici-davranis-1.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>McKinsey, Perakendede Oyunun Kurallar\u0131n\u0131 De\u011fi\u015ftiren T\u00fcketici Davran\u0131\u015flar\u0131n\u0131 Ara\u015ft\u0131rd\u0131 - 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=\"https:\/\/www.gidaperakendecileri.org\/?p=2307\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"McKinsey, Perakendede Oyunun Kurallar\u0131n\u0131 De\u011fi\u015ftiren T\u00fcketici Davran\u0131\u015flar\u0131n\u0131 Ara\u015ft\u0131rd\u0131 - GPD\" \/>\n<meta property=\"og:description\" content=\"McKinsey &amp; Company\u2019nin yeni raporu COVID-19 k\u00fcresel salg\u0131n s\u00fcrecinde t\u00fcketicilerin k\u00f6kten de\u011fi\u015fen al\u0131\u015fkanl\u0131klar\u0131 ve ihtiya\u00e7lar\u0131na \u0131\u015f\u0131k tutuyor. Dijital, temass\u0131z ticaretin 10 y\u0131ll\u0131k geli\u015fimi 3 ayda ger\u00e7ekle\u015ftirdi\u011fi bu s\u0131ra d\u0131\u015f\u0131 d\u00f6nemde, t\u00fcketicilerin ma\u011faza i\u00e7i deneyimlerinden beklentileri de de\u011fi\u015fti. 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