{"id":45153,"date":"2021-11-29T22:07:15","date_gmt":"2021-11-29T21:07:15","guid":{"rendered":"https:\/\/www.soitron.com\/?p=45153"},"modified":"2022-06-22T12:25:53","modified_gmt":"2022-06-22T11:25:53","slug":"buducnost-retailu-personalizovana-digitalizovana-a-automatizovana","status":"publish","type":"post","link":"https:\/\/new.soitron.com\/sk\/buducnost-retailu-personalizovana-digitalizovana-a-automatizovana\/","title":{"rendered":"Bud\u00facnos\u0165 retailu: personalizovan\u00e1, digitalizovan\u00e1 a automatizovan\u00e1"},"content":{"rendered":"\n

Sie\u0165 elektroobchodov NAY intenz\u00edvne pracuje na tom, aby prosperovala aj v \u010doraz digit\u00e1lnej\u0161om svete.<\/em><\/strong><\/p>\n\n\n\n

Maloobchod bol v\u017edy zalo\u017een\u00fd na d\u00f4vere, ktor\u00e1 sa buduje pr\u00edkladnou starostlivos\u0165ou o z\u00e1kazn\u00edkov a poskytovan\u00edm v\u00fdnimo\u010dnej z\u00e1kazn\u00edckej sk\u00fasenosti. Zostane to tak aj na\u010falej, ale sp\u00f4soby a prostriedky obsluhy z\u00e1kazn\u00edkov, sa po\u010das s\u00fa\u010dasnej dek\u00e1dy v\u00fdrazne zmenia.<\/p>\n\n\n\n

Stredobodom zmien bud\u00fa, prirodzene, technol\u00f3gie. Nakupovanie bud\u00facnosti bude zauj\u00edmavej\u0161ie a pohodlnej\u0161ie, a to na dia\u013eku aj v obchodoch. Viac transakci\u00ed ako dnes prebehne cez mobiln\u00e9 zariadenia a soci\u00e1lne siete, pri\u010dom fyzick\u00fd a virtu\u00e1lny svet sa bud\u00fa v\u010faka takzvan\u00e9mu omnichannel konceptu prel\u00edna\u0165. Z\u00e1kazn\u00edci sa vo v\u00e4\u010d\u0161ej miere ako dnes dok\u00e1\u017eu obsl\u00fa\u017ei\u0165 sami, pri\u010dom zna\u010dky bud\u00fa ka\u017ed\u00e9ho klienta perfektne pozna\u0165, v\u010faka \u010domu dok\u00e1\u017eu poskytn\u00fa\u0165 personalizovan\u00fa z\u00e1kazn\u00edcku sk\u00fasenos\u0165.<\/p>\n\n\n\n

Nakro\u010den\u00e9 do digit\u00e1lu<\/h2>\n\n\n\n

Gener\u00e1lny riadite\u013e siete elektroobchodov NAY Martin Ohradzansk\u00fd<\/strong> si nadch\u00e1dzaj\u00face dramatick\u00e9 zmeny dobre uvedomuje. Ke\u010f zhruba pred desiatimi rokmi zasadol do riadite\u013esk\u00e9ho kresla, mal internetov\u00fd predaj na celkov\u00fdch v\u00fdnosoch spolo\u010dnosti iba nieko\u013ekopercentn\u00fd podiel. O dek\u00e1du nesk\u00f4r sa online predaj podie\u013eal na celkov\u00fdch tr\u017eb\u00e1ch zhruba tretinou. V najbli\u017e\u0161\u00edch rokoch sa v\u0161ak toho v obchode zmen\u00ed viac, ako iba pomer online a offline tr\u017eieb.<\/p>\n\n\n\n

Digitaliz\u00e1cia a automatiz\u00e1cia s\u00fa preto nedelite\u013enou s\u00fa\u010das\u0165ou dlhodobej strat\u00e9gie, ktor\u00fa M. Ohradzansk\u00fd pre spolo\u010dnos\u0165 NAY vyt\u00fd\u010dil, a ktor\u00fa taktie\u017e spolo\u010dnos\u0165 ka\u017edoro\u010dne interne komunikuje na zamestnaneck\u00fdch konferenci\u00e1ch.<\/p>\n\n\n\n

\u201eV\u00edziu a strat\u00e9giu nesta\u010d\u00ed predstavi\u0165 mana\u017e\u00e9rom. Musia ju pozna\u0165 v\u0161etci na\u0161i \u013eudia, aby vedeli kam smerujeme a pre\u010do je to d\u00f4le\u017eit\u00e9,\u201c<\/em> hovor\u00ed.<\/p><\/blockquote>\n\n\n\n

Potreby automatiz\u00e1cie vych\u00e1dzaj\u00fa z predpokladu, \u017ee ak m\u00e1 by\u0165 spolo\u010dnos\u0165 dlhodobo konkurencieschopn\u00e1 a ziskov\u00e1, mus\u00ed vedie\u0165 obsl\u00fa\u017ei\u0165 s existuj\u00facimi zdrojmi viac z\u00e1kazn\u00edkov \u2013 a zvl\u00e1dnu\u0165 \u010doraz v\u00e4\u010d\u0161ie v\u00fdkyvy v dopyte. K t\u00fdm doch\u00e1dza pre rast\u00facu sez\u00f3nnos\u0165 spotrebite\u013esk\u00fdch n\u00e1kupov elektroniky, ale po\u010das pand\u00e9mie aj pri n\u00e1hlom zav\u00e1dzan\u00ed opatren\u00ed.<\/p>\n\n\n\n

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

Prirodzene, digit\u00e1lna transform\u00e1cia ve\u013ek\u00e9ho tradi\u010dn\u00e9ho maloobchodn\u00e9ho re\u0165azca, ak\u00fdm je sie\u0165 predajn\u00ed NAY, nie je kr\u00e1tky a r\u00fdchly \u0161print. Nie je to ani jeden zd\u013ahav\u00fd, n\u00e1ro\u010dn\u00fd marat\u00f3n. Najv\u00fdsti\u017enej\u0161ia \u0161portov\u00e1 metafora by bolo prirovnanie k dlhodobej s\u00e9rii behov \u2013 niekedy na krat\u0161iu a inokedy na dlh\u0161iu tra\u0165 \u2013 ktor\u00fdmi firma postupne systematicky smeruje do \u010doraz digit\u00e1lnej\u0161ej bud\u00facnosti.<\/p>\n\n\n\n

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

Spolo\u010dnos\u0165 NAY m\u00e1 u\u017e mno\u017estvo tak\u00fdchto behov za sebou. V ostatn\u00fdch rokoch zaviedla napr\u00edklad viacero softv\u00e9rov\u00fdch rie\u0161en\u00ed \u2013 od z\u00e1kladn\u00e9ho podnikov\u00e9ho informa\u010dn\u00e9ho syst\u00e9mu SAP, a\u017e po \u0161pecializovan\u00e9 softv\u00e9ry pre automatiz\u00e1ciu rozvozu \u010di pre spr\u00e1vu objedn\u00e1vok. U\u013eah\u010dila t\u00fdm pr\u00e1cu nielen zamestnancom, ale zlep\u0161ila aj z\u00e1kazn\u00edcke slu\u017eby.<\/p>\n\n\n\n

K technol\u00f3gi\u00e1m s pr\u00ednosmi pre zamestnancov aj z\u00e1kazn\u00edkov patria aj samoobslu\u017en\u00e9 termin\u00e1ly pre pomoc pri v\u00fdbere obalov na mobiln\u00e9 telef\u00f3ny. V nieko\u013ek\u00fdch predajniach NAY si m\u00f4\u017eu z\u00e1kazn\u00edci zada\u0165 do pripraven\u00fdch tabletov v\u00fdrobcu a model mobilu, na z\u00e1klade \u010doho sa na reg\u00e1li ozna\u010dia led di\u00f3dami v\u0161etky kompatibiln\u00e9 p\u00fazdra. Ide o relat\u00edvne jednoduch\u00fa samoobslu\u017en\u00fa technol\u00f3giu, ktor\u00e1 vie z\u00e1kazn\u00edkom spr\u00edjemni\u0165 aj zefekt\u00edvni\u0165 n\u00e1kup a z\u00e1rove\u0148 odbremeni\u0165 predajcov.<\/p>\n\n\n\n

Za\u010diatky automatiz\u00e1cie procesov<\/h2>\n\n\n\n

Obdobn\u00e9 motiv\u00e1cie stoja v NAY taktie\u017e za projektom robotickej automatiz\u00e1cie procesov (RPA). T\u00e1 umo\u017e\u0148uje, aby vybran\u00e9 \u010dinnosti \u2013 hlavne tie, pri ktor\u00fdch treba neust\u00e1le opakovane vykon\u00e1va\u0165 ist\u00fa postupnos\u0165 krokov na z\u00e1klade jasne definovan\u00fdch pravidiel \u2013 robil namiesto \u010dloveka softv\u00e9rov\u00fd robot.<\/p>\n\n\n\n

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

Automatiz\u00e1cia procesov umo\u017e\u0148uje zlep\u0161i\u0165 z\u00e1kazn\u00edcke slu\u017eby a z\u00e1rove\u0148 odbremeni\u0165 zamestnancov \u2013 v prvom kroku najm\u00e4 t\u00fdch, ktor\u00ed pracuj\u00fa v back-office a na call centre. Pre ve\u013ek\u00e9 n\u00e1valy dopytov firma toti\u017e v sez\u00f3nnych \u0161pi\u010dk\u00e1ch \u010doraz \u010dastej\u0161ie nar\u00e1\u017eala na kapacitn\u00e9 limity. Vykr\u00fdva\u0165 ich brig\u00e1dnikmi bolo v\u017edy n\u00e1ro\u010dn\u00e9 a pri raste predaja cez internet hrozilo, \u017ee niektor\u00e9 po\u017eiadavky spolo\u010dnos\u0165 nedok\u00e1\u017ee nap\u013a\u0148a\u0165 v dostato\u010dne kr\u00e1tkych lehot\u00e1ch.<\/p>\n\n\n\n

NAY u\u017e v spolupr\u00e1ci so spolo\u010dnos\u0165ou Soitron automatizovala pomocou RPA napr\u00edklad spracovanie \u017eiadost\u00ed o zru\u0161enie objedn\u00e1vok. Agenti call centra ich zvykli vybavova\u0165 aj nieko\u013eko tis\u00edc mesa\u010dne. Pri ka\u017edom storne museli urobi\u0165 viacer\u00e9 kroky v r\u00f4znych syst\u00e9moch, napr\u00edklad preveri\u0165, \u010di bol u\u017e tovar vydan\u00fd a \u010di bol zaplaten\u00fd. Dnes tieto \u00fakony za nich vykon\u00e1va automatizovane robot a oni s\u00fa v\u010faka tomu dostupnej\u0161\u00ed pre rie\u0161enie in\u00fdch ot\u00e1zok \u010di probl\u00e9mov z\u00e1kazn\u00edkov.<\/p>\n\n\n\n

Nevyhnutn\u00e1 s\u00fa\u010das\u0165 bud\u00facnosti<\/h2>\n\n\n\n

Obdobne sa na call centre podarilo zautomatizova\u0165 proces vybavovania reklam\u00e1ci\u00ed v pred\u013a\u017eenej z\u00e1ruke, rovnako ako vybran\u00e9 administrat\u00edvne procesy z oblasti financi\u00ed a HR. V\u00edziou M. Ohradzansk\u00e9ho je roz\u0161irova\u0165 koncept RPA aj na in\u00e9 oddelenia a procesy.<\/p>\n\n\n\n

\u201eRobotiz\u00e1ciu chceme zavies\u0165 v\u0161ade tam, kde n\u00e1m vie pom\u00f4c\u0165 odbremeni\u0165 \u013eud\u00ed \u010di zlep\u0161i\u0165 z\u00e1kazn\u00edcke slu\u017eby, pr\u00edpadne v ide\u00e1lnom pr\u00edpade oboje,\u201c<\/em> vysvet\u013euje.<\/p><\/blockquote>\n\n\n\n

Jedn\u00fdm z hlavn\u00fdch cie\u013eom automatiz\u00e1cie je toti\u017e pom\u00f4c\u0165 zlep\u0161ova\u0165 aj starostlivos\u0165 o z\u00e1kazn\u00edkom a zvy\u0161ova\u0165 tak ich lojalitu \u2013 \u010di u\u017e skr\u00e1ten\u00edm \u010dakania, lep\u0161\u00edm informovan\u00edm alebo zaveden\u00edm nov\u00fdch mo\u017enost\u00ed samoobsluhy, v ktorej vid\u00ed riadite\u013e M. Ohradzansk\u00fd ve\u013ek\u00fa bud\u00facnos\u0165.<\/p>\n\n\n\n

\u201eKedysi sme st\u00e1li v bank\u00e1ch kv\u00f4li ka\u017ed\u00e9mu platobn\u00e9mu pr\u00edkazu, dnes v\u0161etky transakcie rob\u00edme cez internet banking. K tomu ist\u00e9mu smeruje aj retail,\u201c <\/em>hovor\u00ed.<\/p><\/blockquote>\n\n\n\n

Prirodzene, ani rozsiahlej\u0161ie mo\u017enosti samoobsluhy sa nezaob\u00eddu bez automatiz\u00e1cie procesov. Hoci kombin\u00e1cia t\u00fdchto pojmov m\u00f4\u017ee v zamestnancoch vyvol\u00e1va\u0165 obavy z nadbyto\u010dnosti, M. Ohradzansk\u00fd \u013eud\u00ed neust\u00e1le uis\u0165uje, \u017ee nie s\u00fa na mieste.<\/p>\n\n\n\n

\u201eCie\u013eom je naopak t\u00edm stabilizova\u0165, vytvori\u0165 predpoklady pre zvl\u00e1dnutie sez\u00f3nnych n\u00e1porov a z\u00e1rove\u0148 zamestnancom umo\u017eni\u0165, aby sa mohli venova\u0165 pr\u00e1ci s vy\u0161\u0161ou pridanou hodnotou,\u201c<\/em> vysvet\u013euje.<\/p><\/blockquote>\n\n\n\n

Ak sa t\u00fato v\u00edziu podar\u00ed naplni\u0165, nepochybne to zabezpe\u010d\u00ed svetl\u00fa bud\u00facnos\u0165 firme aj jej zamestnancom.<\/p>\n\n\n\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

Sie\u0165 elektroobchodov NAY intenz\u00edvne pracuje na tom, aby prosperovala aj v \u010doraz digit\u00e1lnej\u0161om svete. Maloobchod bol v\u017edy zalo\u017een\u00fd na d\u00f4vere, ktor\u00e1 sa buduje pr\u00edkladnou starostlivos\u0165ou o z\u00e1kazn\u00edkov a poskytovan\u00edm v\u00fdnimo\u010dnej z\u00e1kazn\u00edckej sk\u00fasenosti. Zostane to tak aj na\u010falej, ale sp\u00f4soby a prostriedky obsluhy z\u00e1kazn\u00edkov, sa po\u010das s\u00fa\u010dasnej dek\u00e1dy v\u00fdrazne zmenia. Stredobodom zmien bud\u00fa, prirodzene, technol\u00f3gie. Nakupovanie […]<\/p>\n","protected":false},"author":28,"featured_media":45157,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[348,33],"tags":[288,289],"news_categories":[379],"class_list":["post-45153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automatizacia-sk","category-clanky","tag-automatizacia","tag-rpa","news_categories-robotizacia"],"acf":[],"yoast_head":"\nBud\u00facnos\u0165 retailu: personalizovan\u00e1, digitalizovan\u00e1 a automatizovan\u00e1<\/title>\n<meta name=\"description\" content=\"Gener\u00e1lny riadite\u013e siete elektroobchodov NAY Martin Ohradzansk\u00fd vid\u00ed bud\u00facnos\u0165 retailu v robotiz\u00e1cii a automatiz\u00e1cii procesov.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" 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