{"id":417,"date":"2002-12-27T02:00:00","date_gmt":"2002-12-27T00:00:00","guid":{"rendered":"http:\/\/85.17.200.84\/~unaldi\/atif\/?p=417"},"modified":"2002-12-27T02:00:00","modified_gmt":"2002-12-27T00:00:00","slug":"gimanin-yeni-uygulamasi-uzerine-bir-roportaj","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2002\/12\/27\/gimanin-yeni-uygulamasi-uzerine-bir-roportaj\/","title":{"rendered":"Gima’n\u0131n yeni uygulamas\u0131 \u00fczerine bir r\u00f6portaj"},"content":{"rendered":"

Soru 1: \u0130nternet \u00fczerinde ilk ticaret sitesini a\u00e7mam\u0131\u015f olman\u0131za ra\u011fmen, internet’in genel yap\u0131s\u0131n\u0131 i\u015f hayat\u0131na tam olarak endeksleyen ilk zincir market oldunuz. Bu karar\u0131 nas\u0131l ald\u0131n\u0131z? Geli\u015fmeler mi sizi bu noktaya getirdi yoksa bu planl\u0131 bir organizasyon muydu?
\nGima Sen-Al Market her ne kadar T\u00fcrkiye’de a\u00e7\u0131lan ilk s\u00fcpermarket sitesi olmasa da, \u015fu an gerek hizmet alan\u0131, gerek sat\u0131\u015f olarak pazar lideri konumunda. Sen-Al Market’in ba\u015far\u0131 \u00f6yk\u00fcs\u00fcn\u00fcn mimar\u0131 m\u00fc\u015fterinin kendisi oldu. Zira i\u015f plan\u0131m\u0131z\u0131 kurmadan \u00f6nce t\u00fcketiciler \u00fczerinde yo\u011fun bir ara\u015ft\u0131rma ger\u00e7ekle\u015ftirdik. Bu ara\u015ft\u0131rmalar\u0131n sonucu olarak Gima Sen-Al Market projesi geli\u015ftirildi. 7\/24 hizmet hatt\u0131, Alo Gima (444 1000), sitede kolay arama yapabilme, kap\u0131da \u00f6deme kolayl\u0131\u011f\u0131, S\u00fcperPuan entegrasyonu ve taksitli al\u0131\u015fveri\u015f T\u00fcrkiye’de ilk defa Sen-al Market taraf\u0131ndan t\u00fcketiciye sunuldu.
\nGima olarak ba\u015far\u0131n\u0131n t\u00fcketicinin isteklerini dinlemek ve uygulamaktan ge\u00e7ti\u011fine inan\u0131yoruz. Bu prensibimiz ve anlaya\u015f\u0131m\u0131z yapt\u0131\u011f\u0131m\u0131z her i\u015fte yer al\u0131yor. Dolay\u0131s\u0131yla bu geli\u015fme de tamamen planlanan bir \u00e7al\u0131\u015fma sonucunda oldu.
\nSoru 2: T\u00fcrkiye’deki zincir ma\u011fazalar aras\u0131nda teknolojiyi takip etmenizle s\u0131yr\u0131l\u0131yor dolay\u0131s\u0131yla A+ sosyo ekonomik grubun ilgisini bu noktada \u00e7ekiyorsunuz. \u00dcr\u00fcn yelpazeniz ve pazarlama stratejilerinizde bu durumun bir getirisi oldu mu?
\nGeli\u015ftirdi\u011fimiz alternatif sat\u0131\u015f kanallar\u0131m\u0131z, yani Gima Sen-Al market www.gima.com.tr ve Alo Gima 444 1000, A, B, C + sosyo ekonomik gruba ula\u015fmam\u0131z\u0131 kolayla\u015ft\u0131rm\u0131\u015ft\u0131r. Ma\u011faza cephesinden bakt\u0131\u011f\u0131m\u0131zda ise hitap edilen sosyo ekonomik grubun, ma\u011fazan\u0131n lokasyonu ile do\u011frudan ili\u015fkili oldu\u011funu g\u00f6r\u00fcyoruz. Farkl\u0131 kanallarla m\u00fc\u015fteriye seslendi\u011fimiz i\u00e7in m\u00fc\u015fteriyi cezbeden fakt\u00f6r\u00fcn sadece teknoloji oldu\u011funu s\u00f6ylemek m\u00fcmk\u00fcn de\u011fildir. M\u00fc\u015fterilerin lokasyondan sonra \u00f6nem verdi\u011fi en \u00f6nemli fakt\u00f6r fiyatt\u0131r. Dolay\u0131s\u0131yla teknolojiyi daha iyi hizmet verme ve avantaj sa\u011flama ad\u0131na kullan\u0131rken, rekabet\u00e7i fiyat politikam\u0131z\u0131 ve m\u00fc\u015fteri taleplerine g\u00f6re \u015fekillenen \u00fcr\u00fcn portf\u00f6y y\u00f6netimimizin de devaml\u0131l\u0131\u011f\u0131n\u0131 sa\u011flamaktay\u0131z.
\nSoru 3: Kullan\u0131c\u0131y\u0131 tan\u0131maya y\u00f6nelik \u00e7abalar\u0131n\u0131z\u0131 ve bu konuda tek veri taban\u0131 \u00fczerinden yol alman\u0131z\u0131n getirisi neler olacakt\u0131r? (Bir s\u00fcre sonra herhangi bir Gima ma\u011fazas\u0131nda kasiyer bize bunu alanlar \u015funu da alm\u0131\u015flard\u0131, sizde almak ister misiniz? diye soracaklar m\u0131?)
\n1998 y\u0131l\u0131ndan beri kullan\u0131lan ma\u011faza kart\u0131m\u0131z SuperCard \u00fczerinden Kas\u0131m 2000’den beri m\u00fc\u015fterilerimize kesintisiz sadakat program\u0131 sunmaktay\u0131z. Bu sistem ile sundu\u011fumuz avantajlar sayesinde SuperCard’l\u0131 ciro oran\u0131m\u0131z %86’lara ula\u015fm\u0131\u015ft\u0131r. Dolay\u0131s\u0131yla sat\u0131\u015flar\u0131m\u0131z\u0131n ve m\u00fc\u015fteri hareketlerinin %86’s\u0131n\u0131 takip edebilmekteyiz.
\nM\u00fc\u015fterilerimizi tan\u0131maya y\u00f6nelik \u00e7al\u0131\u015fmalar\u0131m\u0131z\u0131n sonucunda m\u00fc\u015fteri say\u0131m\u0131z\u0131n artt\u0131\u011f\u0131n\u0131, m\u00fc\u015fteri sadakatinin y\u00fckseldi\u011fini, dolay\u0131s\u0131yla da sat\u0131\u015f ve karl\u0131l\u0131k oran\u0131m\u0131z\u0131n y\u00fckseldi\u011fini g\u00f6zlemliyoruz. Yine ayn\u0131 veriden yararlanarak bizimle \u00e7al\u0131\u015fan \u00fcretici firmalara da t\u00fcketici davran\u0131\u015flar\u0131 ile ilgili bilgi vermekte, ortak \u00e7\u00f6z\u00fcmler olu\u015fturmaya \u00e7al\u0131\u015fmaktay\u0131z.
\nM\u00fc\u015fteriyi tan\u0131man\u0131n yan\u0131s\u0131ra, m\u00fc\u015fteriye ula\u015fma ad\u0131na da farkl\u0131 metodlar kullan\u0131yoruz. \u00d6rne\u011fin \u015fu anda Gima ma\u011fazalar\u0131nda kasiyerlerimiz m\u00fc\u015fterilerine adlar\u0131 ile hitap edebilmekte, onlara \u00f6zel promosyonlar\u0131n\/avantajlar\u0131n haberini verebilmektedir. Yine SuperCard sayesinde m\u00fc\u015fteriyi kart sahibi olarak takip ederek, m\u00fc\u015fterinin de\u011fi\u015fik sat\u0131\u015f kanallar\u0131ndaki (Gima, Endi, Sen-al Market , Alo Gima) hareketlerini de izleyebiliyoruz.
\nSoru 4: Gima uzun vadede bu yeniliklerle pazar pay\u0131n\u0131 ne kadar art\u0131rmay\u0131 planl\u0131yor?
\nGima, 2001 y\u0131l\u0131 i\u00e7inde sekt\u00f6rde m2 b\u00fcy\u00fcmesinin \u00fczerinde y\u00fcksek sat\u0131\u015f art\u0131\u015f\u0131 ger\u00e7ekle\u015ftiren tek \u015firkettir. (Br\u00fct ciro de\u011fi\u015fimi %118). Yine 2002 y\u0131l\u0131 rakamlar\u0131na g\u00f6re Gima, sekt\u00f6r\u00fcnde halka a\u00e7\u0131k zincir marketler aras\u0131nda en y\u00fcksek ikinci ciroya sahiptir. Pazar pay\u0131n\u0131n giderek artmas\u0131 beklenmektedir.
\nSoru 5: Teknoloji yat\u0131r\u0131m\u0131 ile geleneksel \u015fube a\u00e7ma aras\u0131nda ekonomik olarak nas\u0131l bir ili\u015fki var? Yani daha a\u00e7\u0131k\u00e7as\u0131 web sitesi ve teknolojik altyap\u0131 size ne kadara mal oldu? (Fiyat\u0131 TL cinsinden de\u011fil orta \u00f6l\u00e7ekli bir \u015fube cinsinden verirseniz mutlu olurum)<\/p>\n

Sen-Al Market i\u00e7in yap\u0131lan yat\u0131r\u0131m ve sistem kurulumu, Gima b\u00fcnyesinde varolan WAN, Kiosk ve SuperCard gibi altyap\u0131larla entegre edilerek kuruldu\u011fu i\u00e7in yakla\u015f\u0131k bir ma\u011faza a\u00e7ma maliyetinin yar\u0131s\u0131na e\u015fit olarak ger\u00e7ekle\u015fmi\u015ftir. Yap\u0131lan yat\u0131r\u0131m\u0131n hemen hemen tamam\u0131 merkezi olarak kurulan donan\u0131m, yaz\u0131l\u0131m lisanslar\u0131 ve uygulama geli\u015ftirme hizmetlerini kapsad\u0131\u011f\u0131 i\u00e7in, bundan sonra sisteme ilave edilen her ma\u011faza birim sabit maliyetlerin d\u00fc\u015fmesine neden olmaktad\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"

Soru 1: \u0130nternet \u00fczerinde ilk ticaret sitesini a\u00e7mam\u0131\u015f olman\u0131za ra\u011fmen, internet’in genel yap\u0131s\u0131n\u0131 i\u015f hayat\u0131na tam olarak endeksleyen ilk zincir market oldunuz. Bu karar\u0131 nas\u0131l ald\u0131n\u0131z? Geli\u015fmeler mi sizi bu noktaya getirdi yoksa bu planl\u0131…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-417","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nGima'n\u0131n yeni uygulamas\u0131 \u00fczerine bir r\u00f6portaj - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2002\/12\/27\/gimanin-yeni-uygulamasi-uzerine-bir-roportaj\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gima'n\u0131n yeni uygulamas\u0131 \u00fczerine bir r\u00f6portaj - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Soru 1: \u0130nternet \u00fczerinde ilk ticaret sitesini a\u00e7mam\u0131\u015f olman\u0131za ra\u011fmen, internet’in genel yap\u0131s\u0131n\u0131 i\u015f hayat\u0131na tam olarak endeksleyen ilk zincir market oldunuz. 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Bu karar\u0131 nas\u0131l ald\u0131n\u0131z? 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