{"id":46919,"date":"2022-02-11T14:56:00","date_gmt":"2022-02-11T13:56:00","guid":{"rendered":"https:\/\/www.soitron.com\/?p=46919"},"modified":"2022-03-16T13:57:53","modified_gmt":"2022-03-16T12:57:53","slug":"maloobchod-po-covid-19-zaziva-explozi-digitalni-transformace","status":"publish","type":"post","link":"https:\/\/new.soitron.com\/cs\/maloobchod-po-covid-19-zaziva-explozi-digitalni-transformace\/","title":{"rendered":"Maloobchod po Covid-19 za\u017e\u00edv\u00e1 explozi digit\u00e1ln\u00ed transformace. Trendem je automatizace"},"content":{"rendered":"\n

Digit\u00e1ln\u00ed transformace v maloobchod\u011b ji\u017e d\u0159\u00edve zp\u016fsobila revoluci ve v\u0161ech \u010d\u00e1stech procesu \u2013 od spr\u00e1vy z\u00e1sob, pr\u00e1ce se zbo\u017e\u00edm, \u0161kolen\u00ed, a\u017e po marketing, z\u00e1kaznickou podporu a v\u011brnostn\u00ed programy. Teprve s p\u0159\u00edchodem pandemie vyvolan\u00e9 onemocn\u011bn\u00edm Covid-19 a novou omikronovou variantou ji hlavn\u00ed posl\u00e1n\u00ed zat\u00edm \u010dek\u00e1: udr\u017eet z\u00e1kazn\u00edky, kte\u0159\u00ed nakupuj\u00ed zbo\u017e\u00ed ve fyzick\u00fdch obchodech a stejn\u00fd z\u00e1\u017eitek jim nab\u00eddnout tak\u00e9 v on-line prost\u0159ed\u00ed. Paradoxn\u011b toho lze dos\u00e1hnout t\u00edm, \u017ee off-line nakupov\u00e1n\u00ed bude co nejv\u00edce podobn\u00e9 on-line a obr\u00e1cen\u011b. Jak automatizace pom\u00e1h\u00e1 tomuto odv\u011btv\u00ed p\u0159eklenout propast mezi ob\u011bma sv\u011bty a z\u00e1rove\u0148 v dne\u0161n\u00ed dob\u011b usp\u011bt?<\/strong><\/p>\n\n\n\n

Maloobchod byl v\u017edy zalo\u017een 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\u00e9 z\u00e1kaznick\u00e9 zku\u0161enosti. Z\u016fstane to tak i nad\u00e1le, ale zp\u016fsoby a prost\u0159edky obsluhy z\u00e1kazn\u00edk\u016f se b\u011bhem n\u00e1sleduj\u00edc\u00ed dek\u00e1dy v\u00fdrazn\u011b zm\u011bn\u00ed. \u201eSt\u0159edobodem zm\u011bn jsou technologie. Nakupov\u00e1n\u00ed budoucnosti bude zaj\u00edmav\u011bj\u0161\u00ed a pohodln\u011bj\u0161\u00ed, a to jak na d\u00e1lku, tak v obchodech. V\u00edce transakc\u00ed, ne\u017e dnes bude 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 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, p\u0159i\u010dem\u017e zna\u010dky budou ka\u017ed\u00e9ho z\u00e1kazn\u00edka perfektn\u011b zn\u00e1t, d\u00edky \u010demu\u017e dok\u00e1\u017eou poskytnout personalizovanou z\u00e1kaznickou zku\u0161enost,\u201c<\/em> predikuje Vikt\u00f3ria Luk\u00e1\u010dov\u00e1 Bracjunov\u00e1, RPA business unit manager spole\u010dnosti Soitron<\/strong>.<\/p>\n\n\n\n

Modern\u00ed technologie prom\u011bnily retail a interakci se z\u00e1kazn\u00edky<\/h2>\n\n\n\n

Gener\u00e1ln\u00ed \u0159editel s\u00edt\u011b elektroobchod\u016f NAY Group<\/strong>, do kter\u00e9 v \u010cesku pat\u0159\u00ed dce\u0159in\u00e1 spole\u010dnost Electro World<\/strong>, Martin Ohradzansk\u00fd<\/strong> si nadch\u00e1zej\u00edc\u00ed vyvolan\u00e9 dramatick\u00e9 zm\u011bny dob\u0159e uv\u011bdomuje. Kdy\u017e zhruba p\u0159ed deseti lety zasedl do \u0159editelsk\u00e9ho k\u0159esla, m\u011bl internetov\u00fd prodej na celkov\u00fdch v\u00fdnosech spole\u010dnosti pouze n\u011bkolikaprocentn\u00ed pod\u00edl. O dek\u00e1du pozd\u011bji se pod\u00edlel na celkov\u00fdch tr\u017eb\u00e1ch zhruba t\u0159etinou. \u201eV p\u0159\u00ed\u0161t\u00edch letech se v\u0161ak toho v obchod\u011b zm\u011bn\u00ed v\u00edce ne\u017e jen pom\u011br on-line a off-line tr\u017eeb. Proto pokrok v digitalizaci a automatizaci je ned\u00edlnou sou\u010d\u00e1st\u00ed na\u0161\u00ed dlouhodob\u00e9 strategie,”<\/em> dod\u00e1v\u00e1 Ohradzansk\u00fd.<\/p>\n\n\n\n

M\u00e1-li b\u00fdt spole\u010dnost dlouhodob\u011b konkurenceschopn\u00e1 a ziskov\u00e1, mus\u00ed um\u011bt obslou\u017eit se st\u00e1vaj\u00edc\u00edmi zdroji v\u00edce z\u00e1kazn\u00edk\u016f \u2013 a zvl\u00e1dnout st\u00e1le v\u011bt\u0161\u00ed v\u00fdkyvy v popt\u00e1vce<\/strong>. K t\u011bm doch\u00e1z\u00ed nejen v sezonn\u00edch \u0161pi\u010dk\u00e1ch, ale b\u011bhem pandemie i p\u0159i n\u00e1hl\u00e9m zav\u00e1d\u011bn\u00ed opat\u0159en\u00ed \u010di z d\u016fvodu v\u00fdpadku sortimentu v dodavatelsk\u00e9m \u0159et\u011bzci.<\/p>\n\n\n\n

Dlouhodob\u00e1 cesta<\/h2>\n\n\n\n

Digit\u00e1ln\u00ed transformace jak\u00e9hokoliv maloobchodn\u00edka nen\u00ed kr\u00e1tk\u00fd a rychl\u00fd sprint. Nen\u00ed to v\u0161ak ani jeden zdlouhav\u00fd n\u00e1ro\u010dn\u00fd maraton. Nejv\u00fdsti\u017en\u011bj\u0161\u00ed sportovn\u00ed metafora by byla p\u0159irovnat ho k dlouhodob\u00e9 s\u00e9rii 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 do digit\u00e1ln\u011bj\u0161\u00ed budoucnosti.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Spole\u010dnosti, kter\u00e9 maj\u00ed za sebou ji\u017e \u0159adu takov\u00fdch b\u011bh\u016f \u2013 od z\u00e1kladn\u00edho podnikov\u00e9ho informa\u010dn\u00edho syst\u00e9mu, a\u017e po specializovan\u00e1 softwarov\u00e1 \u0159e\u0161en\u00ed pro automatizaci rozvozu \u010di spr\u00e1vu objedn\u00e1vek \u2013 t\u00edmto usnad\u0148uj\u00ed pr\u00e1ci nejen zam\u011bstnanc\u016fm, ale zlep\u0161uj\u00ed i z\u00e1kaznick\u00e9 slu\u017eby.<\/p>\n\n\n\n

Automatizace proces\u016f a ML s AI<\/h2>\n\n\n\n

Aplikace strojov\u00e9ho u\u010den\u00ed (ML) a um\u011bl\u00e9 inteligence (AI) v maloobchod\u011b je bezedn\u00e1 a pr\u016fmysl se v tomto ohledu je\u0161t\u011b po\u0159\u00e1dn\u011b nerozjel. Obdobn\u00e1 motivace se nach\u00e1z\u00ed v robotick\u00e9 automatizaci proces\u016f (RPA)<\/a>. Ta umo\u017e\u0148uje, aby vybran\u00e9 \u010dinnosti \u2013 hlavn\u011b ty, p\u0159i kter\u00fdch je t\u0159eba neust\u00e1le opakovan\u011b prov\u00e1d\u011bt jistou posloupnost krok\u016f na z\u00e1klad\u011b jasn\u011b definovan\u00fdch pravidel \u2013 d\u011blal nam\u00edsto \u010dlov\u011bka softwarov\u00fd robot<\/strong>.<\/p>\n\n\n\n

Roboti pracuj\u00ed v call-centrech se storny \u010di reklamacemi<\/h2>\n\n\n\n

Automatizace proces\u016f umo\u017e\u0148uje zlep\u0161it z\u00e1kaznick\u00e9 slu\u017eby<\/strong> a z\u00e1rove\u0148 odleh\u010dit zam\u011bstnance<\/strong> \u2013 v prvn\u00edm kroku zejm\u00e9na ty, kte\u0159\u00ed pracuj\u00ed v back-office a na call centru. \u201eP\u0159i objedn\u00e1vk\u00e1ch v sezonn\u00edch \u0161pi\u010dk\u00e1ch jsme st\u00e1le \u010dast\u011bji nar\u00e1\u017eeli na kapacitn\u00ed limity. Vykr\u00fdvat je brig\u00e1dn\u00edky bylo v\u017edy n\u00e1ro\u010dn\u00e9 a p\u0159i r\u016fstu prodeje p\u0159es internet hrozilo, \u017ee n\u011bkter\u00e9 po\u017eadavky nedok\u00e1\u017eeme naplnit v dostate\u010dn\u011b kr\u00e1tk\u00fdch lh\u016ft\u00e1ch,\u201c<\/em> poukazuje Martin Ohradzansk\u00fd.<\/p>\n\n\n\n

Proto v Electro Worldu do\u0161lo k automatizaci proces\u016f pomoc\u00ed RPA<\/a> nap\u0159\u00edklad p\u0159i zpracov\u00e1n\u00ed \u017e\u00e1dost\u00ed o zru\u0161en\u00ed objedn\u00e1vek<\/strong>. Agenti call centra jich vy\u0159izovali i n\u011bkolik tis\u00edc m\u011bs\u00ed\u010dn\u011b. P\u0159i ka\u017ed\u00e9m stornu se mus\u00ed u\u010dinit n\u011bkolik krok\u016f v r\u016fzn\u00fdch syst\u00e9mech, nap\u0159\u00edklad prov\u011b\u0159it, zda ji\u017e bylo zbo\u017e\u00ed vyd\u00e1no a zda bylo zaplaceno. \u201eDnes tyto \u00fakony za zam\u011bstnance prov\u00e1d\u00ed automatizovan\u011b robot, a ti jsou d\u00edky tomu dostupn\u011bj\u0161\u00ed pro \u0159e\u0161en\u00ed specifick\u00fdch dotaz\u016f \u010di podn\u011bt\u016f z\u00e1kazn\u00edk\u016f,\u201c<\/em> uv\u00e1d\u00ed Vikt\u00f3ria Luk\u00e1\u010dov\u00e1 Bracjunov\u00e1.<\/p>\n\n\n\n

Obdobn\u011b se v call centru elektro\u0159et\u011bzce poda\u0159ilo zautomatizovat proces vy\u0159izov\u00e1n\u00ed reklamac\u00ed v prodlou\u017een\u00e9 z\u00e1ruce<\/strong>, stejn\u011b jako vybran\u00e9 administrativn\u00ed procesy z oblasti financ\u00ed a HR<\/strong>. \u201eRobotizaci pl\u00e1nujeme zav\u00e9st v\u0161ude tam, kde n\u00e1m pom\u016f\u017ee odleh\u010dit lidi \u010di zlep\u0161it z\u00e1kaznick\u00e9 slu\u017eby, v ide\u00e1ln\u00edm p\u0159\u00edpad\u011b oboj\u00ed,\u201c<\/em> vysv\u011btluje Martin Ohradzansk\u00fd.<\/p>\n\n\n\n

Pandemie je katalyz\u00e1torem digitalizace retailu<\/h2>\n\n\n\n

Jedn\u00edm z hlavn\u00edch c\u00edl\u016f automatizace je i zvy\u0161ovat loajalitu z\u00e1kazn\u00edk\u016f<\/strong> \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. \u201eKdysi jsme st\u00e1li v bank\u00e1ch kv\u016fli ka\u017ed\u00e9mu platebn\u00edmu p\u0159\u00edkazu, dnes v\u0161echny transakce prov\u00e1d\u00edme p\u0159es internetov\u00e9 bankovnictv\u00ed. K podobn\u00e9 automatizaci sm\u011b\u0159uje i retail<\/a>,\u201c<\/em> zakon\u010duje Martin Ohradzansk\u00fd.<\/p>\n","protected":false},"excerpt":{"rendered":"

Digit\u00e1ln\u00ed transformace v maloobchod\u011b ji\u017e d\u0159\u00edve zp\u016fsobila revoluci ve v\u0161ech \u010d\u00e1stech procesu \u2013 od spr\u00e1vy z\u00e1sob, pr\u00e1ce se zbo\u017e\u00edm, \u0161kolen\u00ed, a\u017e po marketing, z\u00e1kaznickou podporu a v\u011brnostn\u00ed programy. Teprve s p\u0159\u00edchodem pandemie vyvolan\u00e9 onemocn\u011bn\u00edm Covid-19 a novou omikronovou variantou ji hlavn\u00ed posl\u00e1n\u00ed zat\u00edm \u010dek\u00e1: udr\u017eet z\u00e1kazn\u00edky, kte\u0159\u00ed nakupuj\u00ed zbo\u017e\u00ed ve fyzick\u00fdch obchodech a stejn\u00fd z\u00e1\u017eitek […]<\/p>\n","protected":false},"author":28,"featured_media":46922,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[143],"tags":[311],"news_categories":[380],"class_list":["post-46919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-cs","tag-rpa-cs","news_categories-robotizace"],"acf":[],"yoast_head":"\nMaloobchod po Covid19 za\u017e\u00edv\u00e1 expolzi digit\u00e1ln\u00ed transformace<\/title>\n<meta name=\"description\" content=\"S p\u0159\u00edchodem pandemie je v oblasti retailu c\u00edtit v\u011bt\u0161\u00ed tlak na zvy\u0161ov\u00e1n\u00ed spokojenosti z\u00e1kazn\u00edk\u016f. Toho lze dos\u00e1hnout d\u00edky digitalizaci proces\u016f.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Maloobchod po Covid19 za\u017e\u00edv\u00e1 expolzi digit\u00e1ln\u00ed transformace\" \/>\n<meta property=\"og:description\" content=\"S p\u0159\u00edchodem pandemie je v oblasti retailu c\u00edtit v\u011bt\u0161\u00ed tlak na zvy\u0161ov\u00e1n\u00ed spokojenosti z\u00e1kazn\u00edk\u016f. 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