{"id":40386,"date":"2021-04-22T13:19:23","date_gmt":"2021-04-22T12:19:23","guid":{"rendered":"https:\/\/www.soitron.com\/?p=40386"},"modified":"2023-11-16T11:10:11","modified_gmt":"2023-11-16T10:10:11","slug":"dve-velke-poucenia-e-shopov-z-pandemie","status":"publish","type":"post","link":"https:\/\/new.soitron.com\/sk\/dve-velke-poucenia-e-shopov-z-pandemie\/","title":{"rendered":"Dve ve\u013ek\u00e9 pou\u010denia e-shopov z pand\u00e9mie"},"content":{"rendered":"\n

Ak\u00e9 lekcie si z pand\u00e9mie odnes\u00fa zabehnut\u00e9 ecommerce zna\u010dky a kamenn\u00e9 predajne s e-shopmi?<\/strong><\/p>\n\n\n\n

Nakupovanie cez internet sa v ostatn\u00fdch rokoch stalo be\u017enou s\u00fa\u010das\u0165ou \u017eivotov v\u00e4\u010d\u0161iny Slov\u00e1kov. Ob\u013euba e-shopov rastie dlhodobo, ale koronakr\u00edza zmenu n\u00e1vykov v\u00fdrazne ur\u00fdchlila. V niektor\u00fdch mesiacoch vla\u0148aj\u0161ka sa toti\u017e stali jedinou cestou, ako sa k ur\u010dit\u00fdm tovarom dosta\u0165 a \u010das\u0165 spotrebite\u013eov ich za\u010dala uprednost\u0148ova\u0165 pre eliminovanie riz\u00edk infekcie.<\/p>\n\n\n\n

Viacer\u00e9 online obchody sa preto te\u0161ili enormn\u00fdm n\u00e1rastom tr\u017eieb. Napr\u00edklad obrat jedn\u00e9ho z najv\u00e4\u010d\u0161\u00edch \u010desko-slovensk\u00fdch e-shopov Alza sa medziro\u010dne zv\u00fd\u0161il o 70 %. Pod\u013ea \u00fadajov Eurostatu nak\u00fapilo v pandemickom roku 2020 cez internet takmer 70 % Slov\u00e1kov, ktor\u00ed v priemere urobili dva n\u00e1kupy mesa\u010dne v hodnote 214 eur.<\/p>\n\n\n\n

Obchodn\u00edci si uvedomuj\u00fa, \u017ee nov\u00e9 n\u00e1vyky spotrebite\u013eov v zna\u010dnej miere pretrvaj\u00fa. Preto mnoh\u00ed z nich ur\u00fdchlili rozhodnutia, ktor\u00e9 mali p\u00f4vodne napl\u00e1novan\u00e9 na nieko\u013eko rokov. Pod\u013ea odhadov analytikov sa cel\u00fd ecommerce sektor posunul v priebehu vla\u0148aj\u0161ka v myslen\u00ed, v strat\u00e9gi\u00e1ch a v niektor\u00fdch pr\u00edpadoch aj v invest\u00edci\u00e1ch o nieko\u013eko rokov vpred.<\/p>\n\n\n\n

\u010co boli najd\u00f4le\u017eitej\u0161ie lekcie, ktor\u00e9 pand\u00e9mia obchodn\u00edkov nau\u010dila?<\/p>\n\n\n\n

1. Bez \u0161k\u00e1lovate\u013enosti to nep\u00f4jde<\/h2>\n\n\n\n

Prv\u00fdm d\u00f4le\u017eit\u00fdm poznan\u00edm bolo, \u017ee na rastovej vlne online nakupovania sa zvez\u00fa iba hr\u00e1\u010di, ktor\u00ed dok\u00e1\u017eu reagova\u0165 na extr\u00e9mne v\u00fdkyvy predaja. A to nielen z poh\u013eadu zachovania dodac\u00edch term\u00ednov, ale aj reakci\u00ed na rozli\u010dn\u00e9 po\u017eiadavky z\u00e1kazn\u00edkov, ako je napr\u00edklad vracanie platieb pri ru\u0161en\u00ed vopred zaplaten\u00fdch objedn\u00e1vok \u010di vybavovanie \u017eiadost\u00ed o reklam\u00e1cie.<\/p>\n\n\n\n

K\u00fdm v minulosti vedeli firmy s online kan\u00e1lom alebo \u010disto ecommerce predajcovia v\u00fdkyvy dopytu v podobe akci\u00ed typu Black Friday vcelku dobre predv\u00edda\u0165 (a adekv\u00e1tne sa na ne pripravi\u0165), n\u00e1hle n\u00e1rasty predaja v \u010dase karant\u00e9n nedok\u00e1zal progn\u00f3zova\u0165 nikto. Napr\u00edklad sieti elektroobchodov Nay nar\u00e1stol<\/a> internetov\u00fd predaj v prv\u00fdch d\u0148och pand\u00e9mie a\u017e 5-n\u00e1sobne.<\/p>\n\n\n\n

Schopnos\u0165 \u0161k\u00e1lova\u0165 sa uk\u00e1zala by\u0165 k\u013e\u00fa\u010dovou odli\u0161nos\u0165ou e-shopov nielen z poh\u013eadu okam\u017eit\u00e9ho zv\u00fd\u0161enia tr\u017eieb. Vo ve\u013ekej miere ur\u010duje aj ich bud\u00faci (ne)\u00faspech, ktor\u00fd z\u00e1vis\u00ed od schopnosti vybudova\u0165 si renom\u00e9, od z\u00edskania nov\u00fdch klientov a preh\u013abenia vz\u0165ahov s t\u00fdmi existuj\u00facimi. Lebo sklaman\u00fd a frustrovan\u00fd z\u00e1kazn\u00edk sa nevracia.<\/p>\n\n\n\n

2. Z\u00e1kazn\u00edcka sk\u00fasenos\u0165 na \u00fakor ceny<\/h2>\n\n\n\n

T\u00fdm sa dost\u00e1vame k druh\u00e9mu predpokladu \u00faspechu vo svete ecommerce, ktor\u00fd pand\u00e9mia pod\u010diarkla a zv\u00fdraznila \u2013 k z\u00e1kazn\u00edckym slu\u017eb\u00e1m a celkovej z\u00e1kazn\u00edckej sk\u00fasenosti.<\/p>\n\n\n\n

V\u00fdznam ceny pri n\u00e1kupnom rozhodovan\u00ed toti\u017e napriek n\u00e1rastu nezamestnanosti, spomaleniu ekonomiky, poklesu spotrebite\u013eskej d\u00f4very a v\u0161eobecnej ekonomickej neistoty po\u010das pand\u00e9mie paradoxne poklesol. A\u017e tri p\u00e4tiny spotrebite\u013eov dnes tvrdia<\/a>, \u017ee nemaj\u00fa probl\u00e9m zaplati\u0165 za v\u00fdrobky a slu\u017eby viac, ak im zna\u010dka poskytne lep\u0161iu z\u00e1kazn\u00edcku sk\u00fasenos\u0165.<\/p>\n\n\n\n

In\u00fdmi slovami, spotrebitelia dnes e\u0161te menej ako v minulosti toleruj\u00fa nekvalitn\u00fa z\u00e1kazn\u00edcku podporu, me\u0161kanie objedn\u00e1vok, zd\u013ahav\u00e9 vybavovanie reklam\u00e1ci\u00ed alebo vratiek pe\u0148az\u00ed. Tretina z nich strat\u00ed trpezlivos\u0165 s obchodn\u00edkom u\u017e po prvej zlej sk\u00fasenosti a a\u017e 90 % by viac u obchodn\u00edka nenak\u00fapilo po dvoch a\u017e piatich zl\u00fdch sk\u00fasenostiach.<\/p>\n\n\n\n

Ak e-shop nedok\u00e1\u017ee \u0161k\u00e1lova\u0165 procesy a neposkytne prvotriednu z\u00e1kazn\u00edcku sk\u00fasenos\u0165, nielen\u017ee prich\u00e1dza o z\u00e1kazn\u00edkov, ale navy\u0161e si aj zbyto\u010dne zvy\u0161uje n\u00e1klady na z\u00e1kazn\u00edcku podporu. Lebo ak napr\u00edklad nem\u00e1 inform\u00e1ciu o aktu\u00e1lnom stave objedn\u00e1vky ani ju nevie na vy\u017eiadanie automatizovane z\u00edska\u0165, vy\u0165a\u017e\u00ed zbyto\u010dne z\u00e1kazn\u00edcku linku. V hor\u0161om pr\u00edpade objedn\u00e1vku aj zru\u0161\u00ed a rastie tie\u017e riziko, \u017ee v bud\u00facnosti uprednostn\u00ed konkuren\u010dn\u00fd obchod.<\/p>\n\n\n\n

Bez automatiz\u00e1cie to nep\u00f4jde<\/h2>\n\n\n\n

K\u013e\u00fa\u010dov\u00e9 lekcie pand\u00e9mie pre ecommerce \u2013 potrebu vedie\u0165 \u0161k\u00e1lova\u0165 procesy a skvalitni\u0165 z\u00e1kazn\u00edcku sk\u00fasenos\u0165 \u2013 maj\u00fa jedn\u00e9ho spolo\u010dn\u00e9ho menovate\u013ea. Hlavn\u00fa rolu v zabezpe\u010den\u00ed obidvoch predpokladov \u00faspechu zohr\u00e1vaj\u00fa automatiz\u00e1cia a z\u00e1kazn\u00edcky sefl-service, a to v \u010do najv\u00e4\u010d\u0161ej mo\u017enej miere, pri\u010dom ich s\u00fa\u010das\u0165ou je automatiz\u00e1cia a robotiz\u00e1cia procesov tzv. RPA. \u010ci\u017ee softv\u00e9rov\u00ed roboti schopn\u00ed automatizova\u0165 procesy, ktor\u00e9 sa opakuj\u00fa a funguj\u00fa na z\u00e1klade ur\u010dit\u00fdch pravidiel.<\/p>\n\n\n\n

Pre ilustr\u00e1ciu si sta\u010d\u00ed predstavi\u0165, ak\u00fd kolobeh krokov od\u0161tartuje oby\u010dajn\u00e1 po\u017eiadavka na stornovanie objedn\u00e1vky. Pracovn\u00edk ju mus\u00ed n\u00e1js\u0165, overi\u0165 v akom je stave, zastavi\u0165 vyskladnenie u dod\u00e1vate\u013ea, informova\u0165 z\u00e1kazn\u00edka a pr\u00edpadne aj vr\u00e1ti\u0165 peniaze. V\u0161etky tieto kroky pritom softv\u00e9rov\u00fd robot zvl\u00e1dne prakticky okam\u017eite, a to bez oh\u013eadu na po\u010det storien, ktor\u00e9 e-shop denne obdr\u017e\u00ed.<\/p>\n\n\n\n

To ist\u00e9 plat\u00ed aj pre in\u00e9 procesy, ktor\u00fdch objem v z\u00e1vislosti od dopytu v\u00fdrazne kol\u00ed\u0161e. Napr\u00edklad pre kontrolu dostupnosti tovaru u dod\u00e1vate\u013eov, overovanie a vybavovanie reklam\u00e1ci\u00ed, ale takisto pre intern\u00e9 procesy, ako s\u00fa napr\u00edklad vytv\u00e1ranie reportov, alebo sprac\u00favanie doch\u00e1dzky brig\u00e1dnikov.<\/p>\n\n\n\n

Prirodzene, ani robotick\u00e1 softv\u00e9rov\u00e1 automatiz\u00e1cia nie je v\u0161eliek a ak sa nevyber\u00fa vhodn\u00e9 procesy, nezv\u00e1\u017ei dostupnos\u0165 vstupn\u00fdch d\u00e1t aj prirodzen\u00e9 limity robota<\/a>, m\u00f4\u017ee ako ka\u017ed\u00fd projekt skon\u010di\u0165 ne\u00faspechom. Z\u00e1rove\u0148 v\u0161ak niet poch\u00fdb, \u017ee \u0161k\u00e1lova\u0165 prev\u00e1dzku a poskytova\u0165 v\u00fdnimo\u010dn\u00e9 z\u00e1kazn\u00edcke slu\u017eby bez RPA bude pre e-shopy do bud\u00facna extr\u00e9mne neefekt\u00edvne, ak nie \u00faplne nemo\u017en\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ak\u00e9 lekcie si z pand\u00e9mie odnes\u00fa zabehnut\u00e9 ecommerce zna\u010dky a kamenn\u00e9 predajne s e-shopmi? Nakupovanie cez internet sa v ostatn\u00fdch rokoch stalo be\u017enou s\u00fa\u010das\u0165ou \u017eivotov v\u00e4\u010d\u0161iny Slov\u00e1kov. Ob\u013euba e-shopov rastie dlhodobo, ale koronakr\u00edza zmenu n\u00e1vykov v\u00fdrazne ur\u00fdchlila. V niektor\u00fdch mesiacoch vla\u0148aj\u0161ka sa toti\u017e stali jedinou cestou, ako sa k ur\u010dit\u00fdm tovarom dosta\u0165 a \u010das\u0165 spotrebite\u013eov […]<\/p>\n","protected":false},"author":12,"featured_media":40390,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"news_categories":[379],"class_list":["post-40386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clanky","news_categories-robotizacia"],"acf":[],"yoast_head":"\nDve ve\u013ek\u00e9 pou\u010denia e-shopov z pand\u00e9mie | Soitron<\/title>\n<meta name=\"description\" content=\"Pod\u013ea analytikov sa cel\u00fd ecommerce sektor posunul v priebehu vla\u0148aj\u0161ka o nieko\u013eko rokov vpred.\u010co boli najd\u00f4le\u017eitej\u0161ie zistenia?\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, 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