{"id":7540,"date":"2012-10-19T07:59:58","date_gmt":"2012-10-19T07:59:58","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/2012\/10\/19\/herkesin-bir-online-alisveris-danismani-olacak\/"},"modified":"2012-10-19T07:59:58","modified_gmt":"2012-10-19T07:59:58","slug":"herkesin-bir-online-alisveris-danismani-olacak","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2012\/10\/19\/herkesin-bir-online-alisveris-danismani-olacak\/","title":{"rendered":"Herkesin bir "online al\u0131\u015fveri\u015f dan\u0131\u015fman\u0131" olacak"},"content":{"rendered":"

G\u00fcnden g\u00fcne artan hacmi ile \u00fclkemizin lokomotif sekt\u00f6rlerinden biri olmaya aday e-ticarette, m\u00fc\u015fteriye kendisini \u00f6zel hissettirecek at\u0131l\u0131mlarda bulunarak farkl\u0131la\u015fmay\u0131 ba\u015faran firmalar \u00f6nemli avantajlar elde ediyorlar. E-ticarete yeni ba\u015flayan ya da mevcut sistem veya stratejilerini g\u00fc\u00e7lendirmek isteyen firmalara, yaz\u0131l\u0131m tedari\u011finden \u00f6te, geni\u015f kapsaml\u0131 bir servis modeli sunan Inveon’un Y\u00f6netici Orta\u011f\u0131 Yomi Kastro’ya g\u00f6re, ki\u015fiye \u00f6zel servislerin yan\u0131 s\u0131ra ki\u015fi bazl\u0131 kampanya ve uygulamalar\u0131n \u00e7e\u015fitlenmesi, e-ticarette yeni bir d\u00f6nemin ba\u015flang\u0131c\u0131na i\u015faret ediyor.
\nHer sekt\u00f6rden y\u00fczlerce e-ticaret sitesinin bulundu\u011fu g\u00fcn\u00fcm\u00fczde, m\u00fc\u015fteri odakl\u0131 yakla\u015f\u0131ma \u00f6nem veren firmalar\u0131n rekabette bir ad\u0131m \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131n\u0131 vurgulayan Kastro, “Geleneksel ticarette oldu\u011fu gibi, e-ticarette de sat\u0131n almaya te\u015fvik etmek i\u00e7in, kullan\u0131c\u0131ya \u00f6zel oldu\u011funu hissettirecek kampanya ve promosyon se\u00e7enekleri sunmak, iyi bir kullan\u0131c\u0131 deneyimi ya\u015fatarak tekrar al\u0131\u015fveri\u015f yapma iste\u011fi uyand\u0131rmak, onlar\u0131 geri kazanman\u0131n yollar\u0131n\u0131 bulmak gerekiyor. Art\u0131k zor olan m\u00fc\u015fteri kazanmak de\u011fil, m\u00fc\u015fteriyi elde tutmak. Bu nedenle \u015firketler pek \u00e7ok alternatifi bulman\u0131n gitgide daha kolay bir hal ald\u0131\u011f\u0131 g\u00fcn\u00fcm\u00fczde, \u00fcr\u00fcn ve sat\u0131\u015f odakl\u0131 stratejiler izlemekten ziyade, m\u00fc\u015fteri sadakatini nas\u0131l sa\u011flayacaklar\u0131na odaklanmal\u0131lar,” diye konu\u015ftu.
\nKi\u015fiye \u00f6zel uygulamalar “e al\u0131\u015fveri\u015fe?”dedirtiyor <\/strong>
\nE-ticarette ki\u015fiye \u00f6zel al\u0131\u015fveri\u015f deneyimi sunma y\u00f6n\u00fcndeki uygulamalar\u0131n, mevcut m\u00fc\u015fterileri yeniden kazanman\u0131n ve hen\u00fcz internetten al\u0131\u015fveri\u015f yapmam\u0131\u015f internet kullan\u0131c\u0131lar\u0131n\u0131 al\u0131\u015fveri\u015fe te\u015fvik etmenin en etkili yollar\u0131ndan biri oldu\u011funa de\u011finen Kastro, “Belli bir s\u00fcre dahilinde herkes i\u00e7in ge\u00e7erli olan indirim kuponu, hediye \u00e7eki gibi f\u0131rsatlar kullan\u0131c\u0131lar i\u00e7in art\u0131k s\u0131radanla\u015ft\u0131 ve etkisini yava\u015f yava\u015f yitiriyor. M\u00fc\u015fterilere \u00f6zel olduklar\u0131n\u0131 hissettirecek avantajlar sunmak, ikinci bir \u00fcr\u00fcn\u00fc de sepete ekleme konusunda tetikleyici bir unsur olabiliyor. Kullan\u0131c\u0131lar, sadece kendilerine \u00f6zel oldu\u011funu bildikleri kampanyalarla kar\u015f\u0131la\u015ft\u0131klar\u0131nda, al\u0131\u015fveri\u015fe daha kolay ikna oluyor. Ayr\u0131ca, \u00f6deme tutar\u0131 \u00fczerinden sunulan baz\u0131 indirim se\u00e7enekleri de sepet tutar\u0131n\u0131n art\u0131r\u0131lmas\u0131nda etkili olabiliyor,” dedi.
\nKullan\u0131c\u0131lar\u0131n \u00f6nceden tan\u0131ml\u0131 bilgilerine g\u00f6re, kullan\u0131c\u0131 \u00f6zelinde filtrelenmi\u015f \u00fcr\u00fcn g\u00f6sterimi yapman\u0131n da ki\u015fiye \u00f6zel al\u0131\u015fveri\u015f deneyiminin bir par\u00e7as\u0131 oldu\u011funu s\u00f6yleyen Kastro, “Ayakkab\u0131 numaras\u0131, tercih edilen renkler veya markalardan olu\u015fan bir set, kullan\u0131c\u0131n\u0131n ilk ziyaretinde ya da kay\u0131t esnas\u0131nda kaydediliyor. Bu sayede kullan\u0131c\u0131 her ziyaretinde yaln\u0131zca kendisine uygun \u00fcr\u00fcnleri g\u00f6r\u00fcyor ve sat\u0131n alma ihtimalinin d\u00fc\u015f\u00fck oldu\u011fu \u00fcr\u00fcnler ile zaman kaybetmeyip, sat\u0131n alabilece\u011fi, kendisine uygun daha fazla alternatif inceleyebiliyor. Di\u011fer taraftan, kullan\u0131c\u0131n\u0131n zaman i\u00e7indeki t\u00fcm davran\u0131\u015flar\u0131 ‘\u00fcr\u00fcn tavsiye motoru’ (recommendation engine) sayesinde analiz edilebiliyor. Bu bilgiler, belirli algoritmalar ve e\u015fle\u015fmeler ile anlamland\u0131rabiliyor, spesifik olarak her bir kullan\u0131c\u0131ya sat\u0131n almak isteyebilece\u011fi \u00fcr\u00fcnler ger\u00e7ek zamanl\u0131 \u00f6nerilebiliyor ya da bu \u00fcr\u00fcnleri tavsiye etmekle kalmay\u0131p, ‘Be\u011fenmediklerinizi iade edin’ mesaj\u0131 ile s\u00fcrpriz olarak kullan\u0131c\u0131ya g\u00f6nderildi\u011finde, firmalar sat\u0131n alma ihtimalini art\u0131rm\u0131\u015f ve dahas\u0131 kullan\u0131c\u0131da ‘g\u00fcven’ uyand\u0131rarak sitelerine davet etmi\u015f oluyorlar,” diye konu\u015ftu.
\nHerkesin bir online al\u0131\u015fveri\u015f dan\u0131\u015fman\u0131 olacak<\/strong>
\nUygulanan sadakat programlar\u0131n\u0131n da markalar\u0131n mevcut m\u00fc\u015fterileri ile benzersiz bir etkile\u015fim yaratmas\u0131na imkan verdi\u011fini ve uzun vadede, daha memnun ve daha sad\u0131k bir e-ticaret m\u00fc\u015fteri kitlesi olu\u015fmas\u0131na yard\u0131mc\u0131 oldu\u011funu s\u00f6yleyen Kastro, yak\u0131n gelecekte uygulanmaya ba\u015flayacak ki\u015fiye \u00f6zel al\u0131\u015fveri\u015f uygulamalar\u0131 hakk\u0131nda \u015fu bilgileri verdi:
\n“T\u00fcrkiye’de de pek yak\u0131nda \u00f6rneklerini g\u00f6rmeye ba\u015flayaca\u011f\u0131m\u0131z ‘online al\u0131\u015fveri\u015f dan\u0131\u015fman\u0131’ (online concierge) uygulamas\u0131, geleneksel al\u0131\u015fveri\u015fteki birebir sat\u0131\u015f dan\u0131\u015fman\u0131-m\u00fc\u015fteri etkile\u015fimini aratmayan, ger\u00e7ek zamanl\u0131 ve benzersiz bir kullan\u0131c\u0131 deneyimi ya\u015fat\u0131yor. Uygulamay\u0131 kullanan kullan\u0131c\u0131lar\u0131n davran\u0131\u015flar\u0131 incelendi\u011finde, sitede ge\u00e7irilen ortalama ziyaret s\u00fcresinde ve ortalama sepet b\u00fcy\u00fckl\u00fc\u011f\u00fcnde art\u0131\u015f g\u00f6r\u00fcl\u00fcyor. \u00dcstelik yap\u0131lan analizlere g\u00f6re bir dan\u0131\u015fman e\u015fli\u011finde ger\u00e7ekle\u015fen al\u0131\u015fveri\u015flerde \u00fcr\u00fcnlerin sepette terk edilme oranlar\u0131 azal\u0131rken, m\u00fc\u015fterilerin daha ho\u015fnut olduklar\u0131 bir al\u0131\u015fveri\u015f deneyimi ya\u015fad\u0131klar\u0131 da g\u00f6r\u00fcl\u00fcyor. Uygulaman\u0131n e-ticaret m\u00fc\u015fterisine sundu\u011fu kolayl\u0131klar\u0131n \u00f6tesinde, firma a\u00e7\u0131s\u0131ndan da \u00f6nemli faydalar\u0131 s\u00f6z konusu. \u00d6rne\u011fin, ‘Bir \u00fcnl\u00fc ile birlikte al\u0131\u015fveri\u015f deneyimi ya\u015famak’ veya ‘Y\u0131lba\u015f\u0131 yakla\u015f\u0131yor, hediyenizi se\u00e7tiniz mi?’ gibi konseptlerde kampanyalar d\u00fczenlenerek, marka fark\u0131ndal\u0131\u011f\u0131n\u0131 art\u0131racak ve m\u00fc\u015fteri odakl\u0131 yakla\u015f\u0131m\u0131 \u00f6n plana \u00e7\u0131karacak ciddi bir pazarlama arac\u0131 olarak kullan\u0131labiliyor. T\u00fcm bunlar, yap\u0131lan ziyaretlerin sat\u0131\u015fa d\u00f6n\u00fc\u015fmesini yo\u011fun olarak desteklerken, di\u011fer taraftan \u00e7a\u011fr\u0131 merkezi ve destek birimlerindeki operasyonel i\u015f y\u00fck\u00fcn\u00fc de \u00f6nemli \u00f6l\u00e7\u00fcde azalt\u0131yor.”
\nInveon olarak, e-ticaret sekt\u00f6r\u00fcnde sadece yaz\u0131l\u0131m tedarik etmenin ilerisinde, “y\u00f6nlendiren ve dan\u0131\u015fman” rolleri gere\u011fi, hem Ar-Ge \u00e7al\u0131\u015fmalar\u0131 ile hem de k\u00fcresel trendleri yak\u0131ndan izleyerek ki\u015fiye \u00f6zel al\u0131\u015fveri\u015f uygulamalar\u0131n\u0131n T\u00fcrkiye’de yayg\u0131nla\u015fmas\u0131na ve sekt\u00f6r\u00fcn genel anlamda geli\u015fmesine katk\u0131da bulunduklar\u0131n\u0131 vurgulayan Kastro, “Gerek kendi b\u00fcnyemizdeki internet giri\u015fimlerinde, gerek yaz\u0131l\u0131m taraf\u0131nda i\u015f orta\u011f\u0131 oldu\u011fumuz e-ticaret sitelerinde bu t\u00fcr inovatif uygulamalar\u0131 denemeye ve geli\u015ftirmeye devam edece\u011fiz,” diye konu\u015ftu.<\/p>\n","protected":false},"excerpt":{"rendered":"

G\u00fcnden g\u00fcne artan hacmi ile \u00fclkemizin lokomotif sekt\u00f6rlerinden biri olmaya aday e-ticarette, m\u00fc\u015fteriye kendisini \u00f6zel hissettirecek at\u0131l\u0131mlarda bulunarak farkl\u0131la\u015fmay\u0131 ba\u015faran firmalar \u00f6nemli avantajlar elde ediyorlar. E-ticarete yeni ba\u015flayan ya da mevcut sistem veya stratejilerini g\u00fc\u00e7lendirmek…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-7540","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"\nHerkesin bir "online al\u0131\u015fveri\u015f dan\u0131\u015fman\u0131" olacak - 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\/2012\/10\/19\/herkesin-bir-online-alisveris-danismani-olacak\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Herkesin bir "online al\u0131\u015fveri\u015f dan\u0131\u015fman\u0131" olacak - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"G\u00fcnden g\u00fcne artan hacmi ile \u00fclkemizin lokomotif sekt\u00f6rlerinden biri olmaya aday e-ticarette, m\u00fc\u015fteriye kendisini \u00f6zel hissettirecek at\u0131l\u0131mlarda bulunarak farkl\u0131la\u015fmay\u0131 ba\u015faran firmalar \u00f6nemli avantajlar elde ediyorlar. 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