{"id":51718,"date":"2022-02-11T15:09:00","date_gmt":"2022-02-11T14:09:00","guid":{"rendered":"https:\/\/www.soitron.com\/?p=51718"},"modified":"2023-03-10T15:17:22","modified_gmt":"2023-03-10T14:17:22","slug":"maloobchod-explozia-digitalnej-transformacie","status":"publish","type":"post","link":"https:\/\/new.soitron.com\/sk\/maloobchod-explozia-digitalnej-transformacie\/","title":{"rendered":"Maloobchod po Covid-19 za\u017e\u00edva expl\u00f3ziu digit\u00e1lnej transform\u00e1cie. Trendom je automatiz\u00e1cia"},"content":{"rendered":"\n

Digit\u00e1lna transform\u00e1cia v maloobchode u\u017e sk\u00f4r sp\u00f4sobila revol\u00faciu vo v\u0161etk\u00fdch \u010dastiach procesu \u2013 od spr\u00e1vy z\u00e1sob, pr\u00e1ce s tovarom, \u0161kolen\u00ed, a\u017e po marketing, z\u00e1kazn\u00edcku podporu a vernostn\u00e9 programy. E\u0161te len s pr\u00edchodom pand\u00e9mie vyvolanej ochoren\u00edm Covid-19 a nov\u00fdm omikronov\u00fdm variantom ju hlavn\u00e1 \u00faloha zatia\u013e \u010dak\u00e1: udr\u017ea\u0165 z\u00e1kazn\u00edkov, ktor\u00ed nakupuj\u00fa tovar vo fyzick\u00fdch obchodoch a rovnak\u00fd z\u00e1\u017eitok im pon\u00faknu\u0165 tie\u017e v on-line prostred\u00ed. Paradoxne to je mo\u017en\u00e9 dosiahnu\u0165 t\u00fdm, \u017ee off-line nakupovanie bude \u010do najviac podobn\u00e9 on-line a opa\u010dne. Ako automatiz\u00e1cia pom\u00e1ha tomuto odvetviu preklen\u00fa\u0165 priepas\u0165 medzi oboma svetmi a z\u00e1rove\u0148 v dne\u0161nej dobe uspie\u0165?<\/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 nasleduj\u00facej dek\u00e1dy v\u00fdrazne zmenia. \u201eStredobodom zmien s\u00fa technol\u00f3gie. Nakupovanie bud\u00facnosti bude zauj\u00edmavej\u0161ie a pohodlnej\u0161ie, a to ako na dia\u013eku, tak v obchodoch. Viac transakci\u00ed ne\u017e dnes bude prebieha\u0165 cez mobiln\u00e9 zariadenia a soci\u00e1lne siete, pri\u010dom fyzick\u00fd a virtu\u00e1lny svet sa bud\u00fa v\u010faka omnichannel konceptu prel\u00edna\u0165. Z\u00e1kazn\u00edci sa vo v\u00e4\u010d\u0161ej miere ne\u017e dnes dok\u00e1\u017eu obsl\u00fa\u017ei\u0165 sami, pri\u010dom zna\u010dky bud\u00fa ka\u017ed\u00e9ho z\u00e1kazn\u00edka perfektne pozna\u0165, v\u010faka \u010domu dok\u00e1\u017eu poskytn\u00fa\u0165 personalizovan\u00fa z\u00e1kazn\u00edcku sk\u00fasenos\u0165,\u201c predikuje Vikt\u00f3ria Luk\u00e1\u010dov\u00e1 Bracjunov\u00e1, RPA Business Unit Manager spolo\u010dnosti Soitron.<\/p>\n\n\n\n

Modern\u00e9 technol\u00f3gie premenili retail a interakciu so z\u00e1kazn\u00edkmi<\/h2>\n\n\n\n


Gener\u00e1lny riadite\u013e siete elektroobchodov NAY Group<\/a>, do ktorej v \u010ceskej republike patr\u00ed dc\u00e9rska spolo\u010dnos\u0165 Electro World, Martin Ohradzansk\u00fd,<\/a> si tieto 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 podie\u013eal na celkov\u00fdch tr\u017eb\u00e1ch zhruba tretinou. \u201eV bud\u00facich rokoch sa v\u0161ak toho v obchode zmen\u00ed viac ne\u017e len pomer on-line a off-line tr\u017eieb. Preto pokrok v digitaliz\u00e1ci\u00ed a automatiz\u00e1ci\u00ed je neoddelite\u013enou s\u00fa\u010das\u0165ou na\u0161ej dlhodobej strat\u00e9gie, dod\u00e1va Ohradzansk\u00fd.<\/p>\n\n\n\n

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 nielen v sez\u00f3nnych \u0161pi\u010dk\u00e1ch, ale po\u010das pand\u00e9mie aj pri n\u00e1hlom zav\u00e1dzan\u00ed opatren\u00ed \u010di z d\u00f4vodu v\u00fdpadku sortimentu v dod\u00e1vate\u013eskom re\u0165azci.<\/p>\n\n\n\n

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


Digit\u00e1lna transform\u00e1cia ak\u00e9hoko\u013evek maloobchodn\u00edka nie je kr\u00e1tky a r\u00fdchly \u0161print. Nie je to v\u0161ak ani jeden zd\u013ahav\u00fd n\u00e1ro\u010dn\u00fd marat\u00f3n. Najv\u00fdsti\u017enej\u0161ia \u0161portov\u00e1 metafora by bola, prirovna\u0165 ho 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 digit\u00e1lnej\u0161ej bud\u00facnosti.<\/p>\n\n\n\n

Spolo\u010dnosti, ktor\u00e9 maj\u00fa za sebou u\u017e mnoho tak\u00fdch behov \u2013 od z\u00e1kladn\u00e9ho podnikov\u00e9ho informa\u010dn\u00e9ho syst\u00e9mu, a\u017e po \u0161pecializovan\u00e9 softv\u00e9rov\u00e9 rie\u0161enia pre automatiz\u00e1ciu rozvozu \u010di spr\u00e1vu objedn\u00e1vok \u2013 t\u00fdmto u\u013eah\u010duj\u00fa pr\u00e1cu nielen zamestnancom, ale zlep\u0161uj\u00fa aj z\u00e1kazn\u00edcke slu\u017eby.<\/p>\n\n\n\n

Automatiz\u00e1cia procesov a ML s AI<\/h2>\n\n\n\n


Aplik\u00e1cia strojov\u00e9ho u\u010denia (ML) a umelej inteligencie (AI) v maloobchode je bezodn\u00e1 a priemysel sa v tomto oh\u013eade e\u0161te poriadne nerozbehol. Obdobn\u00e1 motiv\u00e1cia sa nach\u00e1dza v robotickej automatiz\u00e1cii procesov (RPA). T\u00e1 umo\u017e\u0148uje, aby vybran\u00e9 \u010dinnosti \u2013 hlavne tie, pri ktor\u00fdch je potrebn\u00e9 neust\u00e1le opakovane robi\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

Roboti pracuj\u00fa v call-centr\u00e1ch so stornami \u010di reklam\u00e1ciami<\/h2>\n\n\n\n


Automatiz\u00e1cia procesov umo\u017e\u0148uje zlep\u0161i\u0165 z\u00e1kazn\u00edcke slu\u017eby a z\u00e1rove\u0148 od\u013eah\u010di\u0165 zamestnancov \u2013 v prvom kroku najm\u00e4 t\u00fdch, ktor\u00ed pracuj\u00fa v back-office a na call centre. \u201ePri objedn\u00e1vkach v sez\u00f3nnych \u0161pi\u010dk\u00e1ch sme st\u00e1le \u010dastej\u0161ie nar\u00e1\u017eali na kapacitn\u00e9 limity. Vykr\u00fdva\u0165 ich brig\u00e1dnikmi bolo n\u00e1ro\u010dn\u00e9 a pri raste predaja cez internet hrozilo, \u017ee niektor\u00e9 po\u017eiadavky nedok\u00e1\u017eeme naplni\u0165 v dostato\u010dne kr\u00e1tkych lehot\u00e1ch,\u201c poukazuje Martin Ohradzansk\u00fd.<\/p>\n\n\n\n

Preto v Electro Worlde do\u0161lo k automatiz\u00e1cii procesov pomocou RPA napr\u00edklad pri spracovan\u00ed \u017eiadost\u00ed o zru\u0161enie objedn\u00e1vok. Agenti call centra ich vybavovali aj nieko\u013eko tis\u00edc mesa\u010dne. Pri ka\u017edom storne sa mus\u00ed urobi\u0165 nieko\u013eko krokov v r\u00f4znych syst\u00e9moch, napr\u00edklad preveri\u0165, \u010di u\u017e bol tovar vydan\u00fd a \u010di bol zaplaten\u00fd. \u201eDnes tieto \u00fakony za zamestnancov rob\u00ed automatizovane robot, a t\u00ed s\u00fa v\u010faka tomu dostupnej\u0161\u00ed pre rie\u0161enie \u0161pecifick\u00fdch ot\u00e1zok \u010di podnetov z\u00e1kazn\u00edkov,\u201c uv\u00e1dza Vikt\u00f3ria Luk\u00e1\u010dov\u00e1 Bracjunov\u00e1.<\/p>\n\n\n\n

Obdobne sa v call centre elektrore\u0165azca 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. <\/p>\n\n\n\n

\n

\u201eRobotiz\u00e1ciu pl\u00e1nujeme zavies\u0165 v\u0161ade tam, kde n\u00e1m pom\u00f4\u017ee od\u013eah\u010di\u0165 \u013eud\u00ed \u010di zlep\u0161i\u0165 z\u00e1kazn\u00edcke slu\u017eby, v ide\u00e1lnom pr\u00edpade oboje,\u201c vysvet\u013euje Martin Ohradzansk\u00fd.<\/p>\n<\/blockquote>\n\n\n\n

Pand\u00e9mia je katalyz\u00e1torom digitaliz\u00e1cie retailu<\/h2>\n\n\n\n


Jedn\u00fdm z hlavn\u00fdch cie\u013eov automatiz\u00e1cie je aj zvy\u0161ova\u0165 lojalitu z\u00e1kazn\u00edkov \u2013 \u010di u\u017e skr\u00e1ten\u00edm \u010dakania, lep\u0161\u00edm informovan\u00edm alebo zaveden\u00edm nov\u00fdch mo\u017enost\u00ed samoobsluhy. \u201eKedysi sme st\u00e1li v bank\u00e1ch kv\u00f4li ka\u017ed\u00e9mu platobn\u00e9mu pr\u00edkazu, dnes v\u0161etky transakcie rob\u00edme cez internetov\u00e9 bankovn\u00edctvo. K podobnej automatiz\u00e1cii smeruje aj retail,\u201c zakon\u010duje Martin Ohradzansk\u00fd.<\/p>\n","protected":false},"excerpt":{"rendered":"

Digit\u00e1lna transform\u00e1cia v maloobchode u\u017e sk\u00f4r sp\u00f4sobila revol\u00faciu vo v\u0161etk\u00fdch \u010dastiach procesu \u2013 od spr\u00e1vy z\u00e1sob, pr\u00e1ce s tovarom, \u0161kolen\u00ed, a\u017e po marketing, z\u00e1kazn\u00edcku podporu a vernostn\u00e9 programy. 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