{"id":782,"date":"2019-08-26T14:51:06","date_gmt":"2019-08-26T14:51:06","guid":{"rendered":"https:\/\/new.gidaperakendecileri.org\/?p=782"},"modified":"2019-08-26T14:52:50","modified_gmt":"2019-08-26T14:52:50","slug":"serdar-kuzuloglu-perakende-artik-magazayla-kisitli-degil","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=782","title":{"rendered":"Serdar Kuzulo\u011flu: \u201cPerakende Art\u0131k Ma\u011fazayla K\u0131s\u0131tl\u0131 De\u011fil\u201d"},"content":{"rendered":"\t\t
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Bili\u015fim ve teknoloji alan\u0131ndaki yaz\u0131lar\u0131yla tan\u0131nan Gazeteci Yazar Serdar Kuzulo\u011flu, ge\u00e7ti\u011fimiz y\u0131l \u201cYeni Perakende\u201d olan Ortak Geli\u015fim Kongresi\u2019nin konu\u015fmac\u0131lar\u0131 aras\u0131nda yer alm\u0131\u015ft\u0131. \u201cSosyal a\u011flar bug\u00fcn\u00fcn t\u00fcketicisinde sat\u0131n alaca\u011f\u0131 ekme\u011fin mayas\u0131ndan tur\u015fusunun PH de\u011ferine, plajda s\u00fcrece\u011fi g\u00fcne\u015f kreminden \u00e7ocu\u011funa giydirece\u011fi k\u0131yafete kadar u\u00e7suz bucaks\u0131z yelpazedeki \u00fcr\u00fcn gam\u0131nda temel belirleyici durumunda\u201d diyen Kuzulo\u011flu, perakendenin art\u0131k t\u00fcketicinin bir ma\u011faza i\u00e7inde t\u00fcketim yapmas\u0131yla k\u0131s\u0131tl\u0131 olmad\u0131\u011f\u0131n\u0131 vurguluyor. <\/strong><\/h3>

R\u00f6portaj: Bikem \u00d6\u011f\u00fcn\u00e7 <\/b><\/p>

\"\"<\/strong><\/h3>

Bilim ve teknoloji \u00fczerine yazd\u0131\u011f\u0131 yaz\u0131lar\u0131 merakla takip edilen ve olduk\u00e7a ilgi g\u00f6ren Gazeteci Yazar Serdar Kuzulo\u011flu, 2018\u2019de be\u015fincisi ger\u00e7ekle\u015ftirilen G\u0131da Perakendecileri Derne\u011fi\u2019nin d\u00fczenledi\u011fi Ortak Geli\u015fim Kongresi\u2019nin konuklar\u0131 aras\u0131nda yer alm\u0131\u015ft\u0131. Geli\u015fen teknolojiler, sosyal a\u011flar ve de\u011fi\u015fen t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131 \u00fczerine konu\u015ftu\u011fumuz Serdar Kuzulo\u011flu\u2019na g\u00f6re perakende sekt\u00f6r\u00fcnde d\u00f6n\u00fc\u015f\u00fcm\u00fc okuyan mevcut yap\u0131lar konumunu koruyacak ya da g\u00fc\u00e7lendirecek, d\u0131\u015far\u0131dan yeni oyuncular pozisyon alacak; okuyamayan ya da kendi kibrinin kurban\u0131 olanlarsa k\u0131sa s\u00fcrede yok olacak.<\/p>

GPD Geli\u015fim: \u00d6ncelikle sizi tan\u0131yal\u0131m, bize kendinizden ve profesyonel ge\u00e7mi\u015finizsen s\u00f6z eder misiniz?<\/strong>
En b\u00fcy\u00fck hayalim olan gazetecili\u011fe 1995 y\u0131l\u0131nda ad\u0131m atm\u0131\u015f bir \u2018merakl\u0131y\u0131m\u2019. O g\u00fcnden bu yana bir\u00e7ok farkl\u0131 gazete, dergi, radyo, televizyon ve internet sitesinde \u00e7e\u015fitli g\u00f6revler \u00fcstlendim. Ki\u015fisel hayat\u0131mda da profesyonel ya\u015fam\u0131mda da en b\u00fcy\u00fck ilgi alan\u0131m, teknoloji, trendler ve bunun insan ya\u015fam\u0131na olan etkileri.<\/p>

Perakende sekt\u00f6r\u00fc a\u00e7\u0131s\u0131ndan dijital pazarlaman\u0131n ve sosyal a\u011flar\u0131n \u00f6nemi sizce nedir?<\/strong>
Bir asra yakla\u015facak s\u00fcre\u00e7 boyunca mimarisinden i\u015fleyi\u015fine neredeyse hi\u00e7bir de\u011fi\u015fikli\u011fe u\u011framam\u0131\u015f perakende d\u00fcnyas\u0131, internetle birlikte ala\u015fa\u011f\u0131 olan, bir\u00e7ok kural\u0131 yeni ba\u015ftan yaz\u0131lan alanlardan biri haline geldi. Art\u0131k teknoloji \u015firketleri perakende d\u00fcnyas\u0131na rakip olurken perakende d\u00fcnyas\u0131n\u0131n bile\u015fenleri de teknoloji \u015firketlerine d\u00f6n\u00fc\u015fmek zorunda kal\u0131yor. Kullan\u0131c\u0131 taraf\u0131nda \u00f6zellikle sosyal medyan\u0131n yayg\u0131nla\u015fmas\u0131yla artan cihaz ve hizmet kullan\u0131m\u0131 yeni motivasyonlar, referans kaynaklar\u0131 ve t\u00fcketim modelleri t\u00fcretiyor. Sekt\u00f6r\u00fcn bu geli\u015fmeleri g\u00f6rmezden gelip geleneksel yap\u0131lar\u0131nda \u0131srar etmeleri \u00f6l\u00fcmc\u00fcl olabilir. Bu tavr\u0131 bizzat teknoloji sekt\u00f6r\u00fcn\u00fcn baz\u0131 \u015firketlerinde dahi g\u00f6rd\u00fck. Daha 5-10 sene \u00f6ncesinin nice k\u00f6kl\u00fc markas\u0131 bug\u00fcn sadece bir yerde bahsi ge\u00e7ince an\u0131lar\u0131m\u0131zda canlanan, tarihe kar\u0131\u015fm\u0131\u015f yapraklara d\u00f6nd\u00fc. Milyarlarca ki\u015finin y\u00fcz\u00fcn\u00fc irili-ufakl\u0131 ekranlara \u00e7evirdi\u011fi, dikkatini s\u0131ra d\u0131\u015f\u0131 referans noktalar\u0131n\u0131n \u00e7ekti\u011fi bir d\u00f6nemde bu platform ve davran\u0131\u015flar\u0131 g\u00f6rmezden gelmek her b\u00fcy\u00fckl\u00fckteki giri\u015fim i\u00e7in \u00f6l\u00fcmc\u00fcl olur.<\/p>

T\u00fcrkiye\u2019nin dijital geli\u015fimini nas\u0131l de\u011ferlendiriyorsunuz?<\/strong>
T\u00fcrkiye teknolojiye uyum konusunda neredeyse her alanda d\u00fcnyada parmakla g\u00f6sterilecek derecede hevesli, yatk\u0131n. Gelire oranla yap\u0131lan cihaz ve hizmet al\u0131m\u0131nda dahi d\u00fc\u015f\u00fcnd\u00fcr\u00fcc\u00fc sonu\u00e7lara denk geliyoruz. Bu kadar fazla ilgi duyulan, ki\u015fisel ve kurumsal olarak yat\u0131r\u0131m yap\u0131lan bir alanda ister istemez beklentiler de y\u00fckseliyor. T\u00fcrk teknoloji kullan\u0131c\u0131s\u0131 yenilik\u00e7i ve talepkar. D\u00fcnyadaki \u00e7\u00f6z\u00fcmler ve ak\u0131mlar\u0131 yak\u0131ndan takip etti\u011fi i\u00e7in s\u00fcrekli yenilik istiyor. Buna \u2018yenicilik\u2019 (newism) de deniyor. Bu beklentiyi kar\u015f\u0131lamak her zaman m\u00fcmk\u00fcn ya da kolay de\u011fil. Ancak her \u015feye ra\u011fmen perakende sekt\u00f6r\u00fcn\u00fcn de d\u00e2hil oldu\u011fu bankac\u0131l\u0131k, telekom\u00fcnikasyon gibi rekabet\u00e7i alanlardaki dijital yat\u0131r\u0131mlar\u0131 ad\u0131na T\u00fcrkiye\u2019nin yabana at\u0131lmayacak bir seviyede oldu\u011funu g\u00f6rmemiz gerekiyor.<\/p>

Sosyal a\u011flar\u0131n al\u0131\u015fveri\u015f tercihlerinde nas\u0131l bir rol\u00fc oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorsunuz?<\/strong>
Rakamlara bakt\u0131\u011f\u0131m\u0131zda T\u00fcrkiye\u2019nin sosyal medya kullan\u0131m\u0131nda en kat\u0131l\u0131mc\u0131 \u00fclkelerden biri oldu\u011funu g\u00f6r\u00fcyoruz. Se\u00e7enek bollu\u011fu, ilgi alan\u0131na g\u00f6re \u00f6zelle\u015febilme, kar\u015f\u0131la\u015ft\u0131rma yapabilme ve yeniliklerden haberdar olma ad\u0131na sosyal medya en e\u015fsiz ve zahmetsiz platform olarak kar\u015f\u0131m\u0131za \u00e7\u0131k\u0131yor. Bug\u00fcn sadece Instagram dahi markalar, \u00fcr\u00fcnler ve hizmetler ad\u0131na \u00f6nemli bir y\u00f6nlendirici haline gelmi\u015f durumda. Milyonlarca kullan\u0131c\u0131 sat\u0131n alma ya da almama tercihlerini bu a\u011flardan toplad\u0131\u011f\u0131 bilgilere g\u00f6re yap\u0131yor. Bunun arka plan\u0131nda geleneksel reklam, halkla ili\u015fkiler ve pazarlama \u00e7al\u0131\u015fmalar\u0131n\u0131n tekd\u00fczeli\u011fi kadar \u2018kendi gibi olanla\u2019 birlikte hareket etme ve \u2018bir z\u00fcmreye ait olma\u2019 motivasyonu da olduk\u00e7a belirleyici. Sosyal a\u011flar bug\u00fcn\u00fcn t\u00fcketicisinde sat\u0131n alaca\u011f\u0131 ekme\u011fin mayas\u0131ndan tur\u015fusunun PH de\u011ferine, plajda s\u00fcrece\u011fi g\u00fcne\u015f kreminden \u00e7ocu\u011funa giydirece\u011fi k\u0131yafete kadar u\u00e7suz bucaks\u0131z yelpazedeki \u00fcr\u00fcn gam\u0131nda temel belirleyici durumunda. Perakende art\u0131k gazete, dergi, TV, radyo reklamlar\u0131yla ilgisi uyand\u0131r\u0131lan t\u00fcketicinin bir ma\u011faza i\u00e7inde t\u00fcketim yapmas\u0131 ile k\u0131s\u0131tl\u0131 de\u011fil. Markalar\u0131n ve ticari olu\u015fumlar\u0131n da bu yeni ileti\u015fim tarz\u0131na ve bilgilenme ihtiyac\u0131na uygun davranmas\u0131 \u015fart.<\/p>

Dijital pazarlamada ki\u015fiselle\u015ftirilmi\u015f dokunu\u015flar\u0131n \u00f6nemi hakk\u0131nda neler s\u00f6yleyebilirsiniz?<\/strong><\/p>

G\u0131da perakendesi sekt\u00f6r\u00fcnde nas\u0131l uygulanabilir?
Neredeyse her \u00fcr\u00fcn grubunda bunca bol se\u00e7ene\u011fe sahip oldu\u011fumuz bir d\u00f6nemde ki\u015fiselle\u015ftirmenin tavsiye sunmaktan \u00fcr\u00fcn\u00fcn tasar\u0131m\u0131na kadar b\u00fcy\u00fck bir etkene d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc d\u00fc\u015f\u00fcn\u00fcyorum. Se\u00e7eneklerin t\u00fcketiciye se\u00e7me \u00f6zg\u00fcrl\u00fc\u011f\u00fc, dolay\u0131s\u0131yla tatmin getirdi\u011fini d\u00fc\u015f\u00fcnd\u00fck ancak bug\u00fcnk\u00fc tabloda bu strateji kafas\u0131 karmakar\u0131\u015f\u0131k hale gelmi\u015f; dolay\u0131s\u0131yla karar vermekte teredd\u00fctler i\u00e7ine d\u00fc\u015fm\u00fc\u015f geni\u015f bir t\u00fcketici grubu meydana getirdi.
Sloganla\u015fm\u0131\u015f, eski bir reklamveren deyi\u015fi vard\u0131r: \u201cReklam b\u00fct\u00e7emin yar\u0131s\u0131n\u0131n bo\u015fa gitti\u011finin fark\u0131nday\u0131m ama hangi yar\u0131s\u0131 oldu\u011funu bilmiyorum.\u201d Bu durum, \u00f6l\u00e7\u00fcm\u00fcn varsay\u0131mlara dayal\u0131 yap\u0131ld\u0131\u011f\u0131 mecra ve y\u0131llar i\u00e7in gayet normaldi. Fakat bug\u00fcn her anlamda hedefleme yap\u0131labilen sosyal mecralar\u0131n \u00e7a\u011f\u0131nda ge\u00e7erlili\u011fi yok. Gl\u00fctensiz makarnan\u0131z\u0131 internette arada bir makarna tarifi arayan ve \u00c7\u00f6lyak hastalar\u0131 grubuna \u00fcye olmu\u015f birine g\u00f6stermenin ya da g\u00fcne\u015f kremi promosyonunu sahil \u015feridindeki tatil beldelerine yak\u0131n \u015fehirlere seyahat bileti alm\u0131\u015f, oradaki otellerden birinde rezervasyon yapt\u0131rm\u0131\u015f birine g\u00f6stermenin neden daha ak\u0131lc\u0131 oldu\u011funu anlatmaya gerek yok. \u00d6te yandan, perakende sekt\u00f6r\u00fcn\u00fcn en b\u00fcy\u00fck israf\u0131, elindeki bilgiyi kullanma konusundaki tembelli\u011fi. Kimi durumda milyonlarca kullan\u0131c\u0131n\u0131n devasa hacme sahip dijital ayak izlerini bar\u0131nd\u0131ran yap\u0131lar, bunlardan anlam \u00e7\u0131kartmak ve yeni strateji kurmak ad\u0131na epey isteksiz g\u00f6r\u00fcn\u00fcyor. Uluslararas\u0131 rekabetin kendini her alanda hissettirdi\u011fi bir d\u00f6nemde bu rehavet, hayra alamet de\u011fil.<\/p>

Sosyal a\u011flar\u0131n do\u011fru y\u00f6netilmesi neler kazand\u0131r\u0131r? Sosyal medya stratejilerini belirlerken \u00f6zellikle perakende i\u015fletmeleri sizce neleri g\u00f6z \u00f6n\u00fcne almal\u0131?<\/strong>
\u00d6ncelikle sosyal a\u011flar\u0131n kullan\u0131c\u0131lar i\u00e7in ne ifade etti\u011fini iyi okumalar\u0131n\u0131 tavsiye ederim. Her sosyal mecra kendine has bir amaca ve ona uygun davran\u0131\u015f kodlar\u0131na sahip. \u00d6rne\u011fin Facebook\u2019taki siz ile LinkedIN ya da Instagram\u2019daki siz aras\u0131nda epey fark oldu\u011funa eminim.
Marka ileti\u015fiminin de buna g\u00f6re yap\u0131lmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyorum. T\u00fcm bu s\u00fcre\u00e7teki en kritik nokta, \u201cBak bu benim \u00fcr\u00fcn\u00fcm, tam arad\u0131\u011f\u0131n \u015fey, gel \u015funu al, pi\u015fman olmazs\u0131n\u201d tarz\u0131 geleneksel tav\u0131rdan uzak durmak. \u0130nsanlar sosyal medyadan bir fayda bekliyor. Dolay\u0131s\u0131yla, \u00f6rne\u011fin bir probiyotik yo\u011furt markas\u0131ysan\u0131z ya da onu da satan bir ma\u011fazaysan\u0131z, do\u011frudan \u00fcr\u00fcn\u00fcn\u00fcz\u00fc tan\u0131t\u0131p pazarlamak yerine probiyotiklerin ne oldu\u011funu, bu tip bir beslenme d\u00fczeninin nas\u0131l sa\u011flanaca\u011f\u0131n\u0131 ve bizim i\u00e7in ne ifade edece\u011fini anlat\u0131n. O ba\u011flam i\u00e7inde mesaj\u0131n\u0131z \u00e7ok daha etkin ve kal\u0131c\u0131 bir \u015fekilde ger\u00e7ek muhatab\u0131na ula\u015facakt\u0131r.<\/p>

Sizce gelecekte perakende sekt\u00f6r\u00fcn\u00fc bekleyen teknolojiler neler olabilir?<\/strong>
Perakende sekt\u00f6r\u00fcn\u00fcn kaderi geleneksel dev i\u00e7 oyuncular\u0131n elinden \u00e7\u0131kmaya ba\u015flad\u0131. Yar\u0131na y\u00f6nelik projeksiyonlarda Amazon, Alibaba gibi k\u00fcresel platformlar\u0131n hem yerel hem de k\u00fcresel \u00e7apta m\u00fc\u015fteriye ula\u015fabilecek tek se\u00e7enek oldu\u011fu bir gelece\u011fe do\u011fru gidiyoruz.
\u00dcr\u00fcn deneyimleme konusunda fiziki alanlar hala \u00e7ok \u00f6nemli ancak giderek artan oranda sat\u0131n alman\u0131n daha avantajl\u0131 fiyat sunan elektronik tedarik\u00e7ilerden yap\u0131ld\u0131\u011f\u0131n\u0131 g\u00f6rece\u011fiz. Bug\u00fcn perakendenin hen\u00fcz y\u00fczde 10\u2019u dahi elektronik de\u011fil. Ancak bu noktadan itibaren sunulan fiyat, hizmet ve se\u00e7enek avantajlar\u0131yla yayg\u0131nla\u015fmalar\u0131n\u0131 umulmad\u0131k bir h\u0131zla tamamlayacaklar. \u0130\u015fte bu s\u00fcre\u00e7te d\u00f6n\u00fc\u015f\u00fcm\u00fc okuyan mevcut yap\u0131lar konumunu koruyacak ya da g\u00fc\u00e7lendirecek, d\u0131\u015far\u0131dan yeni oyuncular pozisyon alacak; okuyamayan ya da kendi kibrinin kurban\u0131 olanlarsa k\u0131sa s\u00fcrede yok olacak. Hangi dikey sekt\u00f6rde olursa olsun perakende sekt\u00f6r\u00fcn\u00fcn m\u00fc\u015fteri verisi ve ileti\u015fim kanallar\u0131 konusunda \u00e7ok iyi planlama yapmas\u0131 gereken bir d\u00f6nemdeyiz.<\/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":"

Bili\u015fim ve teknoloji alan\u0131ndaki yaz\u0131lar\u0131yla tan\u0131nan Gazeteci Yazar Serdar Kuzulo\u011flu, ge\u00e7ti\u011fimiz y\u0131l \u201cYeni Perakende\u201d olan Ortak Geli\u015fim Kongresi\u2019nin konu\u015fmac\u0131lar\u0131 aras\u0131nda yer alm\u0131\u015ft\u0131. \u201cSosyal a\u011flar bug\u00fcn\u00fcn t\u00fcketicisinde sat\u0131n alaca\u011f\u0131 ekme\u011fin mayas\u0131ndan tur\u015fusunun PH de\u011ferine, plajda s\u00fcrece\u011fi g\u00fcne\u015f kreminden \u00e7ocu\u011funa giydirece\u011fi k\u0131yafete kadar u\u00e7suz bucaks\u0131z yelpazedeki \u00fcr\u00fcn gam\u0131nda temel belirleyici durumunda\u201d diyen Kuzulo\u011flu, perakendenin art\u0131k t\u00fcketicinin bir […]<\/p>\n","protected":false},"author":1,"featured_media":783,"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":[24],"tags":[],"class_list":{"0":"post-782","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-roportajlar"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/serdar-kuzuloglu-3.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\nSerdar Kuzulo\u011flu: \u201cPerakende Art\u0131k Ma\u011fazayla K\u0131s\u0131tl\u0131 De\u011fil\u201d - 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