{"id":17802,"date":"2021-06-08T20:23:00","date_gmt":"2021-06-08T19:23:00","guid":{"rendered":"https:\/\/lindstromgroup.com\/cz\/?p=17802"},"modified":"2025-05-26T14:17:17","modified_gmt":"2025-05-26T13:17:17","slug":"zvyseni-prodeju-v-prodejnach","status":"publish","type":"post","link":"https:\/\/lindstromgroup.com\/cz\/article\/zvyseni-prodeju-v-prodejnach\/","title":{"rendered":"Jak op\u011bt zv\u00fd\u0161it prodeje v kamenn\u00fdch prodejn\u00e1ch?"},"content":{"rendered":"\n

Minul\u00fd rok p\u0159inesl kv\u016fli koronavirov\u00e9 pandemii revolu\u010dn\u00ed zm\u011bnu n\u00e1kupn\u00edho chov\u00e1n\u00ed snad po cel\u00e9m sv\u011bt\u011b. Protiepidemick\u00e1 opat\u0159en\u00ed a uzav\u00edrky kamenn\u00fdch obchod\u016f<\/strong> a dal\u0161\u00edch provozoven prom\u011bnily na\u0161e pot\u0159eby a n\u00e1kupn\u00ed zvyky. Ze dne na den za\u010daly r\u016fst online prodeje. B\u011bhem nouzov\u00e9ho stavu nakupovalo na internetu v\u00edce ne\u017e obvykle 37 % z\u00e1kazn\u00edk\u016f. A po jeho skon\u010den\u00ed v e-shopech nakupuje st\u00e1le je\u0161t\u011b o 21 % v\u00edc lid\u00ed ne\u017e p\u0159ed mimo\u0159\u00e1dn\u00fdmi opat\u0159en\u00edmi. Zm\u011bnil se chod dom\u00e1cnost\u00ed, po\u010det n\u00e1kup\u016f a prom\u011bnilo se i slo\u017een\u00ed nakupovan\u00e9ho zbo\u017e\u00ed.<\/p>\n\n\n\n

\"\"
Obr\u00e1zek: Mil\u00e1 a upraven\u00e1 prodava\u010dka, kv\u016fli kter\u00e9 se z\u00e1kazn\u00edk vrac\u00ed.<\/em><\/figcaption><\/figure>\n\n\n\n

Vr\u00e1t\u00ed se n\u00e1kupn\u00ed chov\u00e1n\u00ed k norm\u00e1lu p\u0159ed koronakriz\u00ed?<\/h2>\n\n\n\n

Obchody u\u017e jsou zase otev\u0159eny a majitel\u00e9 hlavn\u011b t\u011bch men\u0161\u00edch s nap\u011bt\u00edm o\u010dek\u00e1vaj\u00ed, jestli se jejich z\u00e1kazn\u00edci vr\u00e1t\u00ed, nebo zm\u011bny n\u00e1kupn\u00edho chov\u00e1n\u00ed budou trval\u00e9. N\u00e1vratu z\u00e1kazn\u00edk\u016f do kamenn\u00fdch obchod\u016f nahr\u00e1v\u00e1 opakovan\u011b potvrzen\u00e1 skute\u010dnost, \u017ee obchody nejsou rizikov\u00fdm m\u00edstem<\/strong>. Svaz obchodu a cestovn\u00edho ruchu \u010cR provedl nez\u00e1vislou anal\u00fdzu v\u00fdskytu viru SARS-CoV-2 v prodejn\u00e1ch. Pr\u016fzkum<\/a>, kter\u00fd prob\u00edhal letos v \u00fanoru, nezaznamenal p\u0159\u00edtomnost viru v \u017e\u00e1dn\u00e9m z 52 odebran\u00fdch vzork\u016f. St\u011bry byly p\u0159itom prov\u00e1d\u011bny z exponovan\u00fdch m\u00edst, jak\u00fdmi jsou madla eskal\u00e1tor\u016f, tla\u010d\u00edtka ve v\u00fdtaz\u00edch, ruce pokladn\u00edch nebo n\u00e1kupn\u00ed voz\u00edky.<\/p>\n\n\n\n

Bezpe\u010dnost z\u00e1kazn\u00edk\u016f a viditeln\u00e1 \u010distota prostor<\/strong> ale nen\u00ed to jedin\u00e9, co m\u016f\u017ee znovu p\u0159it\u00e1hnout lidi do obchod\u016f, kdy\u017e u\u017e si zvykli objedn\u00e1vat zbo\u017e\u00ed z pohodl\u00ed domova. V\u00fdhod proti online n\u00e1kup\u016fm je v\u00edc, obchodn\u00edci by se na n\u011b m\u011bli zam\u011b\u0159it a vyj\u00edt sv\u00fdm z\u00e1kazn\u00edk\u016fm vst\u0159\u00edc.<\/p>\n\n\n\n

Osobn\u00ed kontakt je v\u00fdhodou pro z\u00e1kazn\u00edky<\/strong>, kte\u0159\u00ed maj\u00ed r\u00e1di komunikaci s \u017eiv\u00fdmi lidmi. Cel\u00e9 jedn\u00e1n\u00ed d\u00edky tomu m\u00e1 lidsk\u00fd rozm\u011br. Vst\u0159\u00edcn\u00fd prodava\u010d m\u016f\u017ee z\u00e1kazn\u00edkovi poradit s v\u00fdb\u011brem zbo\u017e\u00ed, p\u0159edvede mu ho, vyzkou\u0161\u00ed nebo zjist\u00ed, jestli maj\u00ed zbo\u017e\u00ed na sklad\u011b v prodejn\u011b nebo na jin\u00e9 pobo\u010dce. Zvl\u00e1\u0161\u0165 u dra\u017e\u0161\u00edho zbo\u017e\u00ed se z\u00e1kazn\u00edk r\u00e1d p\u0159esv\u011bd\u010d\u00ed na vlastn\u00ed o\u010di, \u017ee v\u00fdrobek je takov\u00fd, jak si ho p\u0159edstavoval, a mo\u017en\u00e1 si nakonec v obchod\u011b vybere n\u011bco jin\u00e9ho.<\/p>\n\n\n\n

Dal\u0161\u00ed v\u00fdhoda je, \u017ee zbo\u017e\u00ed zakoupen\u00e9 v kamenn\u00e9 prodejn\u011b se tak\u00e9 v t\u00e9to prodejn\u011b<\/strong> reklamuje.<\/strong> Nemus\u00edte ho pos\u00edlat po\u0161tou dodavateli (jako u n\u00e1kupu p\u0159es internet). Osobn\u00ed jedn\u00e1n\u00ed s prodejcem \u010dasto vede k okam\u017eit\u00e9 v\u00fdm\u011bn\u011b zbo\u017e\u00ed, bez nutnosti \u010dekat na vy\u0159\u00edzen\u00ed reklamace.<\/p>\n\n\n\n

Pro mnoho lid\u00ed je tak\u00e9 plusem okam\u017eit\u00e9 p\u0159evzet\u00ed zbo\u017e\u00ed po zaplacen\u00ed<\/strong> a mo\u017enost hned ho u\u017e\u00edvat.<\/p>\n\n\n\n

Jak z\u00edskat sv\u00e9 z\u00e1kazn\u00edky zp\u011bt a p\u0159il\u00e1kat nov\u00e9?<\/h2>\n\n\n\n

Pokud cht\u011bj\u00ed maloobchodn\u00ed prodejci obst\u00e1t v konkurenci prodejen s podobn\u00fdm zbo\u017e\u00edm, mus\u00ed se odli\u0161it, vystoupit z davu a pos\u00edlit vztahy se z\u00e1kazn\u00edky a jejich v\u011brnost. Odborn\u00edci se shoduj\u00ed na tom, \u017ee \u0159e\u0161en\u00edm je vytvo\u0159it p\u0159\u00edv\u011btivou, unik\u00e1tn\u00ed a konzistentn\u00ed z\u00e1kaznickou zku\u0161enost<\/strong>. Z\u00e1kazn\u00edci se toti\u017e dnes vyd\u00e1vaj\u00ed do obchodu pouze v p\u0159\u00edpad\u011b, \u017ee jsou si jisti p\u0159\u00edjemn\u00fdm z\u00e1\u017eitkem a dostupnost\u00ed zbo\u017e\u00ed.<\/p>\n\n\n\n

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Obr\u00e1zek: P\u0159\u00edjemn\u00e9 a \u010dist\u00e9 prostory zvou k n\u00e1v\u0161t\u011bv\u011b. Zdroj: Lindstr\u00f6mgroup.com<\/em><\/figcaption><\/figure>\n\n\n\n

Kl\u00ed\u010dem k \u00fasp\u011bchu obvykle b\u00fdv\u00e1 odhalit, \u010d\u00edm se m\u016f\u017eete v o\u010d\u00edch z\u00e1kazn\u00edk\u016f odli\u0161it pr\u00e1v\u011b vy, a zformulovat va\u0161i jinakost tak, aby ji z\u00e1kazn\u00edk ihned pochopil a vn\u00edmal jej\u00ed hodnotu. Pak m\u016f\u017eete vyu\u017e\u00edt tuto unik\u00e1tnost v prodeji a k z\u00edsk\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Jak se ale konkr\u00e9tn\u011b odli\u0161it od konkurence<\/strong>, kdy\u017e prod\u00e1v\u00e1te to stejn\u00e9 zbo\u017e\u00ed, ty stejn\u00e9 potraviny, stejn\u00e9 l\u00e9ky, stejn\u00e9 mobily atd., kter\u00e9 si \u010dlov\u011bk m\u016f\u017ee koupit i o p\u00e1r krok\u016f vedle?<\/p>\n\n\n\n

Bu\u010fte na prvn\u00ed pohled rozeznateln\u00ed d\u00edky reprezentativn\u00edmu vzhledu<\/h2>\n\n\n\n

Celkem jednoduch\u00fdm zp\u016fsobem, jak zap\u016fsobit na sv\u00e9 z\u00e1kazn\u00edky, je jasn\u011b definovan\u00e1 a rozpoznateln\u00e1 firemn\u00ed identita, jej\u00ed\u017e sou\u010d\u00e1st\u00ed je i jednotn\u00e9 pracovn\u00ed oble\u010den\u00ed<\/strong>. Ve velk\u00fdch supermarketech a \u0159et\u011bzc\u00edch u\u017e maj\u00ed zam\u011bstnanci pracovn\u00ed od\u011bvy ve firemn\u00edch barv\u00e1ch. Pokud m\u00e1te men\u0161\u00ed obchod, inspirujte se. Pohled na p\u0159\u00edjemnou prodava\u010dku, oble\u010denou ve slu\u0161iv\u00e9m pracovn\u00edm oble\u010den\u00ed<\/a>, kter\u00e9 z\u00e1kazn\u00edk\u016fm v\u017edy p\u0159ipomene, kde se nach\u00e1z\u00ed a kde je v\u017edycky r\u00e1di obslou\u017e\u00ed, v nich vyvol\u00e1 z\u00e1\u017eitky, kter\u00e9 budou cht\u00edt opakovat.<\/p>\n\n\n\n

V Lindstr\u00f6m v\u00e1m pom\u016f\u017eeme vytvo\u0159it slu\u0161iv\u00e9 firemn\u00ed od\u011bvy<\/strong> pro va\u0161e zam\u011bstnance – prodava\u010de, prodava\u010dky, skladn\u00edky, skladnice, pokladn\u00ed, recep\u010dn\u00ed a dal\u0161\u00ed. Z na\u0161\u00ed nab\u00eddky m\u016f\u017eete poskl\u00e1dat kolekci reprezentativn\u00edho oble\u010den\u00ed padnouc\u00edch st\u0159ih\u016f, ve kter\u00fdch se ka\u017ed\u00fd bude c\u00edtit skv\u011ble. M\u016f\u017eete si vybrat z na\u0161\u00ed st\u00e1l\u00e9 nab\u00eddky, nebo m\u016f\u017eeme navrhnout pracovn\u00ed oble\u010den\u00ed p\u0159\u00edmo pro va\u0161i firmu<\/strong> ve firemn\u00edch barv\u00e1ch, s logem, sloganem a dal\u0161\u00edmi dopl\u0148ky dle va\u0161eho p\u0159\u00e1n\u00ed.<\/p>\n\n\n\n

Dal\u0161\u00edm prvkem firemn\u00ed identity, kter\u00fd m\u00e1 i praktick\u00e9 vyu\u017eit\u00ed, jsou vstupn\u00ed \u010dist\u00edc\u00ed roho\u017ee<\/a><\/strong>. Nejen\u017ee pom\u00e1haj\u00ed udr\u017eet \u010distotu ve va\u0161\u00ed prodejn\u011b nebo provozovn\u011b, kterou denn\u011b nav\u0161t\u00edv\u00ed des\u00edtky nebo stovky lid\u00ed, z\u00e1rove\u0148 mohou z\u00e1kazn\u00edky p\u0159iv\u00edtat, informovat, d\u00e1t jim v\u011bd\u011bt, kde se nach\u00e1zej\u00ed. To se bav\u00edme p\u0159edev\u0161\u00edm o designov\u00fdch vstupn\u00edch roho\u017e\u00edch<\/a>, vyroben\u00fdch ve firemn\u00edch barv\u00e1ch, s logem \u010di sloganem.<\/p>\n\n\n\n

\"\"
Obr\u00e1zek: Vstupn\u00ed roho\u017ee l\u00e1kaj\u00ed z\u00e1kazn\u00edky k n\u00e1v\u0161t\u011bv\u011b. Zdroj: Lindstr\u00f6mgroup.com<\/em><\/figcaption><\/figure>\n\n\n\n

Z\u00e1kazn\u00edci si v\u0161\u00edmaj\u00ed i upravenosti zam\u011bstnanc\u016f a \u010distoty prostor<\/h2>\n\n\n\n

Kdy\u017e se nad t\u00edm zamysl\u00edte, ur\u010dit\u011b se shodneme na tom, \u017ee si podv\u011bdom\u011b vyb\u00edr\u00e1me takov\u00e9 obchody, kde n\u00e1s v\u00edt\u00e1 usm\u011bvav\u00fd person\u00e1l ve slu\u0161iv\u00e9m a \u010dist\u00e9m firemn\u00edm oble\u010den\u00ed, kde je za\u0159\u00edzen\u00ed slad\u011bno do firemn\u00edch barev. Je\u0161t\u011b d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e d\u0159\u00edv je dodr\u017eov\u00e1n\u00ed hygienick\u00fdch pravidel a d\u016fkladn\u00e9ho \u00faklidu, toho si z\u00e1kazn\u00edci taky v\u0161\u00edmaj\u00ed je\u0161t\u011b o n\u011bco v\u00edc. Nemus\u00edte v\u0161ak na cel\u00fd proces b\u00fdt sami, r\u00e1di p\u0159evezmeme starost o pran\u00ed a \u010di\u0161t\u011bn\u00ed pracovn\u00edch od\u011bv\u016f<\/strong> a vstupn\u00edch \u010dist\u00edc\u00edch roho\u017e\u00ed za v\u00e1s. Vybran\u00e9 textilie si od n\u00e1s pronajmete, domluv\u00edte si intervaly svozu \u0161pinav\u00fdch pracovn\u00edch od\u011bv\u016f nebo roho\u017e\u00ed a jejich v\u00fdm\u011bnu za \u010dist\u00e9. Va\u0161i pracovn\u00edci budou v\u017edy jak ze \u017eurn\u00e1lu a va\u0161e prostory v pln\u00e9m lesku.<\/p>\n","protected":false},"excerpt":{"rendered":"

Minul\u00fd rok p\u0159inesl kv\u016fli koronavirov\u00e9 pandemii revolu\u010dn\u00ed zm\u011bnu n\u00e1kupn\u00edho chov\u00e1n\u00ed snad po cel\u00e9m sv\u011bt\u011b. 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