{"id":45266,"date":"2021-12-03T14:18:06","date_gmt":"2021-12-03T13:18:06","guid":{"rendered":"https:\/\/www.soitron.com\/?p=45266"},"modified":"2022-05-20T15:09:55","modified_gmt":"2022-05-20T14:09:55","slug":"budoucnost-retailu-personalizovana-digitalizovana-a-automatizovana","status":"publish","type":"post","link":"https:\/\/new.soitron.com\/cs\/budoucnost-retailu-personalizovana-digitalizovana-a-automatizovana\/","title":{"rendered":"Budoucnost retailu: personalizovan\u00e1, digitalizovan\u00e1 a automatizovan\u00e1"},"content":{"rendered":"\n<p><strong>\u0158et\u011bzec elektroprodejen NAY intenzivn\u011b pracuje na tom, aby prosperoval i ve st\u00e1le digit\u00e1ln\u011bj\u0161\u00edm sv\u011bt\u011b.<\/strong><\/p>\n\n\n\n<p>Maloobchod je odnepam\u011bti zalo\u017een\u00fd na d\u016fv\u011b\u0159e, kter\u00e1 se buduje p\u0159\u00edkladnou p\u00e9\u010d\u00ed o z\u00e1kazn\u00edky a poskytov\u00e1n\u00edm v\u00fdjime\u010dn\u00fdch z\u00e1kaznick\u00fdch zku\u0161enost\u00ed. Bude to tak i nad\u00e1le, ale zp\u016fsoby a prost\u0159edky obsluhy z\u00e1kazn\u00edk\u016f se b\u011bhem tohoto desetilet\u00ed v\u00fdrazn\u011b zm\u011bn\u00ed.<\/p>\n\n\n\n<p>St\u0159edobodem zm\u011bn budou p\u0159irozen\u011b technologie. Nakupov\u00e1n\u00ed budoucnosti bude zaj\u00edmav\u011bj\u0161\u00ed a pohodln\u011bj\u0161\u00ed, a to jak na d\u00e1lku, tak i v obchodech. V porovn\u00e1n\u00ed s dne\u0161kem bude v\u00edc transakc\u00ed prob\u00edhat p\u0159es mobiln\u00ed za\u0159\u00edzen\u00ed a soci\u00e1ln\u00ed s\u00edt\u011b, p\u0159i\u010dem\u017e fyzick\u00fd a virtu\u00e1ln\u00ed sv\u011bt se budou d\u00edky takzvan\u00e9mu omnichannel konceptu prol\u00ednat. Z\u00e1kazn\u00edci se ve v\u011bt\u0161\u00ed m\u00ed\u0159e ne\u017e dnes dok\u00e1\u017eou obslou\u017eit sami a zna\u010dky budou ka\u017ed\u00e9ho klienta dokonale zn\u00e1t. D\u00edky tomu budou schopn\u00e9 poskytovat personalizovan\u00e9 z\u00e1kaznick\u00e9 zku\u0161enosti.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nakro\u010deno do digit\u00e1lu<\/h2>\n\n\n\n<p><strong>Gener\u00e1ln\u00ed \u0159editel \u0159et\u011bzce elektroprodejen NAY Martin Ohradzansk\u00fd<\/strong> si je dob\u0159e v\u011bdom\u00fd nadch\u00e1zej\u00edc\u00edch dramatick\u00fdch zm\u011bn. Kdy\u017e zhruba p\u0159ed deseti lety usedl do \u0159editelsk\u00e9ho k\u0159esla, m\u011bl internetov\u00fd prodej na celkov\u00fdch v\u00fdnosech spole\u010dnosti sotva n\u011bkolikaprocentn\u00ed pod\u00edl. Deset let nato se online prodej pod\u00edlel na celkov\u00fdch tr\u017eb\u00e1ch zhruba t\u0159etinou. V obchodn\u00ed oblasti se toho ale brzy zm\u011bn\u00ed v\u00edc ne\u017e jenom pom\u011br online a offline tr\u017eeb.<\/p>\n\n\n\n<p>Digitalizace a automatizace jsou proto ned\u00edlnou sou\u010d\u00e1st\u00ed dlouhodob\u00e9 strategie, jak ji M. Ohradzansk\u00fd pro spole\u010dnost NAY vyty\u010dil a kterou spole\u010dnost ka\u017ed\u00fd rok intern\u011b komunikuje na zam\u011bstnaneck\u00fdch konferenc\u00edch.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201eVizi a strategii nesta\u010d\u00ed p\u0159edstavit mana\u017eer\u016fm. Mus\u00ed ji zn\u00e1t v\u0161ichni na\u0161i lid\u00e9, aby v\u011bd\u011bli, kam sm\u011b\u0159ujeme a pro\u010d je to d\u016fle\u017eit\u00e9,\u201c<\/em> \u0159\u00edk\u00e1.<\/p><\/blockquote>\n\n\n\n<p>Pot\u0159eby automatizace vych\u00e1zej\u00ed z p\u0159edpokladu, \u017ee m\u00e1-li b\u00fdt spole\u010dnost dlouhodob\u011b konkurenceschopn\u00e1 a ziskov\u00e1, mus\u00ed se st\u00e1vaj\u00edc\u00edmi zdroji um\u011bt obslou\u017eit v\u00edce z\u00e1kazn\u00edk\u016f \u2013 a zvl\u00e1dnout st\u00e1le v\u011bt\u0161\u00ed v\u00fdkyvy v popt\u00e1vce. K t\u011bm doch\u00e1z\u00ed kv\u016fli rostouc\u00ed sez\u00f3nnosti spot\u0159ebitelsk\u00fdch n\u00e1kup\u016f elektroniky, ale b\u011bhem pandemie i p\u0159i n\u00e1hl\u00e9m zav\u00e1d\u011bn\u00ed opat\u0159en\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dlouhodob\u00e1 cesta<\/h2>\n\n\n\n<p>Digit\u00e1ln\u00ed transformace velk\u00e9ho maloobchodn\u00edho \u0159et\u011bzce s dlouholetou tradic\u00ed, jako je NAY, samoz\u0159ejm\u011b nen\u00ed kr\u00e1tk\u00fd a rychl\u00fd sprint. Nen\u00ed to ale ani zdlouhav\u00fd, n\u00e1ro\u010dn\u00fd maraton. Nejv\u00fdsti\u017en\u011bj\u0161\u00ed sportovn\u00ed metaforou by bylo p\u0159irovn\u00e1n\u00ed k \u0159ad\u011b r\u016fzn\u00fdch b\u011bh\u016f \u2013 n\u011bkdy na krat\u0161\u00ed a jindy na del\u0161\u00ed tra\u0165 \u2013 kter\u00fdmi firma postupn\u011b systematicky sm\u011b\u0159uje ke st\u00e1le digit\u00e1ln\u011bj\u0161\u00ed budoucnosti.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/www.soitron.com\/wp-content\/uploads\/2021\/11\/NAY_BA_Central-1100x733.jpg\" alt=\"\" class=\"wp-image-45158\"\/><\/figure>\n\n\n\n<p>Spole\u010dnost NAY m\u00e1 spoustu takov\u00fdch b\u011bh\u016f u\u017e za sebou. V posledn\u00edch letech zavedla nap\u0159\u00edklad r\u016fzn\u00e1 softwarov\u00e9 \u0159e\u0161en\u00ed \u2013 od z\u00e1kladn\u00edho podnikov\u00e9ho informa\u010dn\u00edho syst\u00e9mu SAP a\u017e po specializovan\u00e9 softwary pro automatizaci rozvozu nebo spr\u00e1vu objedn\u00e1vek. Usnadnila t\u00edm pr\u00e1ci zam\u011bstnanc\u016fm, ale zlep\u0161ila i z\u00e1kaznick\u00e9 slu\u017eby.<\/p>\n\n\n\n<p>K technologi\u00edm s p\u0159\u00ednosy pro zam\u011bstnance i z\u00e1kazn\u00edky pat\u0159\u00ed tak\u00e9 samoobslu\u017en\u00e9 termin\u00e1ly, kter\u00e9 pom\u00e1haj\u00ed s v\u00fdb\u011brem kryt\u016f na mobiln\u00ed telefony. V n\u011bkolika prodejn\u00e1ch NAY m\u016f\u017eou z\u00e1kazn\u00edci do p\u0159ipraven\u00fdch tablet\u016f zadat v\u00fdrobce a model mobilu a na reg\u00e1lu jim pak led diody ozna\u010d\u00ed v\u0161echna kompatibiln\u00ed pouzdra. Jedn\u00e1 se o relativn\u011b jednoduchou samoobslu\u017enou technologii, kter\u00e1 um\u00ed z\u00e1kazn\u00edk\u016fm zp\u0159\u00edjemnit i zefektivnit n\u00e1kup a z\u00e1rove\u0148 uleh\u010duje pr\u00e1ci prodejc\u016fm.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Za\u010d\u00e1tky automatizace proces\u016f<\/h2>\n\n\n\n<p>Podobn\u00e9 motivace stoj\u00ed v NAY i za projektem robotick\u00e9 automatizace proces\u016f (RPA). Ta umo\u017e\u0148uje, aby vybran\u00e9 \u010dinnosti \u2013 hlavn\u011b ty, p\u0159i kter\u00fdch je pot\u0159eba neust\u00e1le dokola prov\u00e1d\u011bt ur\u010ditou posloupnost krok\u016f na z\u00e1klad\u011b jasn\u011b definovan\u00fdch pravidel \u2013 d\u011blal nam\u00edsto \u010dlov\u011bka softwarov\u00fd robot.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.soitron.com\/wp-content\/uploads\/2021\/11\/robot_2.png\" alt=\"\" class=\"wp-image-45161\" width=\"351\" height=\"281\"\/><\/figure><\/div>\n\n\n\n<p>Automatizace proces\u016f umo\u017e\u0148uje zlep\u0161it z\u00e1kaznick\u00e9 slu\u017eby a z\u00e1rove\u0148 uleh\u010duje pr\u00e1ci zam\u011bstnanc\u016fm \u2013 v prvn\u00edm kroku p\u0159edev\u0161\u00edm t\u011bm, kte\u0159\u00ed pracuj\u00ed v back-office a na call centru. Kv\u016fli velk\u00e9mu n\u00e1poru popt\u00e1vek firma toti\u017e v sez\u00f3nn\u00edch \u0161pi\u010dk\u00e1ch st\u00e1le \u010dast\u011bji nar\u00e1\u017eela na kapacitn\u00ed limity. Vykr\u00fdvat je brig\u00e1dn\u00edky bylo n\u00e1ro\u010dn\u00e9 a p\u0159i n\u00e1r\u016fstu prodeje p\u0159es internet hrozilo, \u017ee n\u011bkter\u00e9 po\u017eadavky spole\u010dnost nedok\u00e1\u017ee splnit v dostate\u010dn\u011b kr\u00e1tk\u00fdch lh\u016ft\u00e1ch.<\/p>\n\n\n\n<p>Ve spolupr\u00e1ci se spole\u010dnost\u00ed Soitron NAY u\u017e pomoc\u00ed RPA automatizovala nap\u0159\u00edklad zpracov\u00e1n\u00ed \u017e\u00e1dost\u00ed o zru\u0161en\u00ed objedn\u00e1vek. Agenti call centra jich byli zvykl\u00ed vy\u0159izovat i n\u011bkolik tis\u00edc m\u011bs\u00ed\u010dn\u011b. P\u0159i ka\u017ed\u00e9m stornu museli prov\u00e9st n\u011bkolik krok\u016f v r\u016fzn\u00fdch syst\u00e9mech, nap\u0159\u00edklad prov\u011b\u0159it, jestli je zbo\u017e\u00ed u\u017e vydan\u00e9 a zaplacen\u00e9. Dnes za n\u011b tyto \u00fakony prov\u00e1d\u00ed robot a oni se d\u00edky tomu m\u016f\u017eou v\u011bnovat \u0159e\u0161en\u00ed jin\u00fdch ot\u00e1zek nebo probl\u00e9m\u016f z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nezbytn\u00e1 sou\u010d\u00e1st budoucnosti<\/h2>\n\n\n\n<p>Podobn\u00fdm zp\u016fsobem se na call centru poda\u0159ilo zautomatizovat proces vy\u0159izov\u00e1n\u00ed reklamac\u00ed v prodlou\u017een\u00e9 z\u00e1ruce a tak\u00e9 vybran\u00e9 administrativn\u00ed procesy z oblasti financ\u00ed a HR. Viz\u00ed M. Ohradzansk\u00e9ho je roz\u0161i\u0159ovat koncept RPA i na jin\u00e1 odd\u011blen\u00ed a procesy.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201eRobotizaci chceme zav\u00e9st v\u0161ude tam, kde dok\u00e1\u017ee usnadnit \u017eivot lidem nebo zlep\u0161it z\u00e1kaznick\u00e9 slu\u017eby, v ide\u00e1ln\u00edm p\u0159\u00edpad\u011b pak oboj\u00ed,\u201c<\/em> vysv\u011btluje.<\/p><\/blockquote>\n\n\n\n<p>Jedn\u00edm z hlavn\u00edch c\u00edl\u016f automatizace je toti\u017e i zlep\u0161ov\u00e1n\u00ed p\u00e9\u010de o z\u00e1kazn\u00edky a zvy\u0161ov\u00e1n\u00ed jejich loajality \u2013 a\u0165 u\u017e zkr\u00e1cen\u00edm \u010dek\u00e1n\u00ed, lep\u0161\u00edm informov\u00e1n\u00edm nebo zaveden\u00edm nov\u00fdch mo\u017enost\u00ed samoobsluhy, ve kter\u00e9 vid\u00ed \u0159editel M. Ohradzansk\u00fd velkou budoucnost.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201eKdysi jsme st\u00e1li v bank\u00e1ch kv\u016fli ka\u017ed\u00e9mu platebn\u00edmu p\u0159\u00edkazu, dnes ve\u0161ker\u00e9 transakce prov\u00e1d\u00edme p\u0159es internet. K tomu sam\u00e9mu sm\u011b\u0159uje i retail,\u201c<\/em> \u0159\u00edk\u00e1.<\/p><\/blockquote>\n\n\n\n<p>Ani rozs\u00e1hlej\u0161\u00ed mo\u017enosti samoobsluhy se ale neobejdou bez automatizace proces\u016f. P\u0159esto\u017ee kombinace t\u011bchto pojm\u016f m\u016f\u017ee v zam\u011bstnanc\u00edch vyvol\u00e1vat obavy z nadbyte\u010dnosti, M. Ohradzansk\u00fd lidi neust\u00e1le uji\u0161\u0165uje, \u017ee nen\u00ed \u010deho se b\u00e1t.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>\u201eC\u00edlem je naopak t\u00fdm stabilizovat, vytvo\u0159it p\u0159edpoklady pro zvl\u00e1dnut\u00ed sez\u00f3nn\u00edch n\u00e1por\u016f a z\u00e1rove\u0148 zam\u011bstnanc\u016fm umo\u017enit, aby se v\u011bnovali pr\u00e1ci s vy\u0161\u0161\u00ed p\u0159idanou hodnotou,\u201c<\/em> vysv\u011btluje.<\/p><\/blockquote>\n\n\n\n<p>Pokud se tuto vizi poda\u0159\u00ed naplnit, nepochybn\u011b to zajist\u00ed dobrou budoucnost firm\u011b i jej\u00edm zam\u011bstnanc\u016fm.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u0158et\u011bzec elektroprodejen NAY intenzivn\u011b pracuje na tom, aby prosperoval i ve st\u00e1le digit\u00e1ln\u011bj\u0161\u00edm sv\u011bt\u011b. Maloobchod je odnepam\u011bti zalo\u017een\u00fd na d\u016fv\u011b\u0159e, kter\u00e1 se buduje p\u0159\u00edkladnou p\u00e9\u010d\u00ed o z\u00e1kazn\u00edky a poskytov\u00e1n\u00edm v\u00fdjime\u010dn\u00fdch z\u00e1kaznick\u00fdch zku\u0161enost\u00ed. Bude to tak i nad\u00e1le, ale zp\u016fsoby a prost\u0159edky obsluhy z\u00e1kazn\u00edk\u016f se b\u011bhem tohoto desetilet\u00ed v\u00fdrazn\u011b zm\u011bn\u00ed. St\u0159edobodem zm\u011bn budou p\u0159irozen\u011b technologie. Nakupov\u00e1n\u00ed [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":45158,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[350,144,143],"tags":[311],"news_categories":[380],"class_list":["post-45266","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automatizace","category-clanky-cs","category-uncategorized-cs","tag-rpa-cs","news_categories-robotizace"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Budoucnost retailu: personalizovan\u00e1, digitalizovan\u00e1, automatizovan\u00e1<\/title>\n<meta name=\"description\" content=\"Gener\u00e1ln\u00ed \u0159editel s\u00edt\u011b elektroobchod\u016f NAY a Electro World Martin Ohradzansk\u00fd vid\u00ed budoucnost retailu v robotizaci a automatizaci proces\u016f.\" 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