{"id":1540,"date":"2021-05-26T14:08:58","date_gmt":"2021-05-26T14:08:58","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=1540"},"modified":"2021-05-26T14:16:46","modified_gmt":"2021-05-26T14:16:46","slug":"perakendede-buyume-online-ve-offline-kanallarin-birlikte-hareketiyle-mumkun","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=1540","title":{"rendered":"Perakendede B\u00fcy\u00fcme, Online ve Offline Kanallar\u0131n Birlikte Hareketiyle M\u00fcmk\u00fcn"},"content":{"rendered":"\t\t
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G\u0131dad\u0131\u015f\u0131 modern perakendenin \u00f6nemli temsilcisi Zincir Ma\u011fazalar Derne\u011fi taraf\u0131ndan d\u00fczenlenen Omnichannel Zirvesi, 26 May\u0131s \u00c7ar\u015famba g\u00fcn\u00fc Digital Network Alka\u015f platformunda ve Hepsiburada ana sponsorlu\u011funda ger\u00e7ekle\u015fti. Omnichannel Zirvesi\u2019nde, perakende kanallar\u0131n\u0131n gelece\u011fi ve geli\u015fme yollar\u0131 ele al\u0131nd\u0131.<\/b><\/p><\/div>

Omnichannel Zirvesi\u2019nde, pandemi d\u00f6neminde k\u0131s\u0131tlamalar nedeniyle s\u0131k\u0131nt\u0131l\u0131 g\u00fcnler ya\u015fayan fiziksel ma\u011fazalar ve al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131n de\u011fi\u015fmesiyle son y\u0131llardaki en \u00f6nemli at\u0131l\u0131m\u0131n\u0131 yapan e-ticaret kanallar\u0131n\u0131n birlikte b\u00fcy\u00fcme yollar\u0131 g\u00f6r\u00fc\u015f\u00fcld\u00fc. \u00c7oklu kanal perakendecili\u011finin gelece\u011finin, i\u015fbirli\u011fi alanlar\u0131n\u0131n ve f\u0131rsatlar\u0131n ele al\u0131naca\u011f\u0131 webinarda sekt\u00f6r\u00fcn \u00f6nemli y\u00f6neticileri sahne ald\u0131.<\/p>

Zirvenin ilk oturumunda; BloombergHT Genel Yay\u0131n Y\u00f6netmeni G\u00f6khan \u015een\u2019in moderat\u00f6rl\u00fc\u011f\u00fcnde, Zincir Ma\u011fazalar Derne\u011fi Y\u00f6netim Kurulu Ba\u015fkan\u0131 Serhan T\u0131nastepe ve Hepsiburada CEO\u2019su Murat Emirda\u011f \u201cBirlikte Nas\u0131l B\u00fcy\u00fcyece\u011fiz\u201d ba\u015fl\u0131\u011f\u0131nda g\u00f6r\u00fc\u015flerini aktard\u0131lar. Online ve offline kanallar\u0131n birlikte b\u00fcy\u00fcmelerinin perakendenin ana hedefinde olmas\u0131n\u0131 belirten T\u0131nastepe, t\u00fcketiciye her y\u00f6nden ula\u015fabilmek i\u00e7in bu iki kanal\u0131n beraber hareket etmesinin \u00f6neminin alt\u0131n\u0131 \u00e7izdi. B\u00fcy\u00fcmedeki f\u0131rsatlarda iki kanaldan toplanan verinin, t\u00fcm operasyonlar\u0131n geli\u015fimi i\u00e7in \u00e7ok de\u011ferli oldu\u011funu vurgulayan T\u0131nastepe, perakendede ba\u015far\u0131n\u0131n s\u0131rr\u0131n\u0131n bu veriler \u0131\u015f\u0131\u011f\u0131nda yap\u0131lacak kurgularda yatt\u0131\u011f\u0131n\u0131 belirtti. Pazaryerlerinin mutlaka kendilerinin perakendeci g\u00f6z\u00fcyle de\u011ferlendirmesi gerekti\u011fini belirten Emirda\u011f ise, sekt\u00f6r\u00fcn t\u00fcm payda\u015flar\u0131n\u0131n birlikte geli\u015fmesinin \u00f6nemine de\u011findi. T\u00fcketici ihtiya\u00e7lar\u0131n\u0131n daha h\u0131zl\u0131 ve kolay kar\u015f\u0131lanmas\u0131 i\u00e7in geli\u015ftirilen \u00e7\u00f6z\u00fcmlerin, kolayl\u0131klar\u0131n ve farkl\u0131l\u0131klar\u0131n \u00f6nemini ifade eden Emirda\u011f, perakendede i\u015fin \u00f6z\u00fcn\u00fcn m\u00fc\u015fteriye farkl\u0131 deneyimler sunmak oldu\u011funu ve bu \u00e7al\u0131\u015fmalar\u0131n artmas\u0131yla sekt\u00f6r\u00fcn de g\u00fc\u00e7lenece\u011fini vurgulad\u0131.<\/p>

\u201cOmnichannel Kurgusu Art\u0131k T\u00fcm Perakendeciler \u0130\u00e7in Vazge\u00e7ilmez\u201d<\/strong>
\"\"\u201cOmnichannel Kurgusunun Gelece\u011finde Neler Var?\u201d ba\u015fl\u0131kl\u0131 panelde TAMPF (T\u00fcrkiye Al\u0131\u015fveri\u015f Merkezleri ve Perakendeciler Federasyonu) Y\u00f6netim Kurulu Ba\u015fkan\u0131 Alp \u00d6nder \u00d6zpamuk\u00e7u, Ar\u00e7elik \u0130\u015f D\u00f6n\u00fc\u015f\u00fcm\u00fc ve B\u00fcy\u00fcme Grup Y\u00f6neticisi Handan Abdurrahmano\u011flu ve AYD (Al\u0131\u015fveri\u015f Merkezleri ve Yat\u0131r\u0131mc\u0131lar\u0131 Derne\u011fi) Y\u00f6netim Kurulu Ba\u015fkan\u0131 Prof.Dr. H\u00fcseyin Alta\u015f g\u00f6r\u00fc\u015flerini payla\u015ft\u0131lar. Omnichannel kurgusunun art\u0131k t\u00fcm perakendeciler i\u00e7in vazge\u00e7ilmez oldu\u011funu belirten \u00d6zpamuk\u00e7u, kanallar aras\u0131nda denge kurulmas\u0131 i\u00e7in cadde, AVM ma\u011fazalar\u0131 ile online operasyonlar\u0131n belli bir strateji \u00e7er\u00e7evesinde y\u00fcr\u00fct\u00fclmesi gerekti\u011finin alt\u0131n\u0131 \u00e7izdi. Bu stratejide AVM\u2019lerin rollerine de\u011finen Alta\u015f, ma\u011faza karmas\u0131n\u0131n \u00e7e\u015fitlenmesiyle farkl\u0131la\u015fma ve sosyal ya\u015fam haline gelme konusunda yap\u0131lan \u00e7al\u0131\u015fmalar\u0131n perakendeciler i\u00e7in de \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 belirtti. Omnichannel olmadan perakendede ba\u015far\u0131n\u0131n zor olaca\u011f\u0131n\u0131 belirten Abdurrahmano\u011flu ise m\u00fc\u015fteri istei\u011fini iyi anlay\u0131p kanallar\u0131 iyi organize etmenin ve al\u0131\u015fveri\u015f platformlar\u0131n\u0131n markalar\u0131n geli\u015fimine olan katk\u0131s\u0131n\u0131n b\u00fcy\u00fck \u00f6nem ta\u015f\u0131d\u0131\u011f\u0131n\u0131 ifade etti.<\/p>

\u201cPandemi, Al\u0131\u015fkanl\u0131klar\u0131 De\u011fi\u015ftirdi\u201d<\/strong>
MediaMarkt Saturn Grup COO\u2019su ve T\u00fcrkiye CEO\u2019su Yenal G\u00f6ky\u0131ld\u0131r\u0131m ve Eczac\u0131ba\u015f\u0131 Yap\u0131 Gere\u00e7leri Vitra Sat\u0131\u015f Direkt\u00f6r\u00fc Murat Helvac\u0131 ise \u201cPandemi D\u00f6neminde Ba\u015far\u0131n\u0131n S\u0131rr\u0131: \u0130yi Kurgulanm\u0131\u015f Kanal Y\u00f6netimi\u201d ba\u015fl\u0131kl\u0131 oturumda konu\u015fmac\u0131 olarak yer ald\u0131lar. Teknoloji perakendecili\u011finde \u00e7oklu kanal perakendecili\u011finin \u00e7ok erken ba\u015flad\u0131\u011f\u0131n\u0131 ve h\u0131zla yol ald\u0131\u011f\u0131n\u0131 belirten G\u00f6ky\u0131ld\u0131r\u0131m, pandemiyle beraber al\u0131\u015fkanl\u0131klar\u0131n \u00e7ok de\u011fi\u015fti\u011fini ve bu ortama ayak uyduranlar\u0131n, online ve offline ma\u011fazalar\u0131 birle\u015ftirerek \u00e7\u00f6z\u00fcm \u00fcretenlerin ancak ba\u015far\u0131l\u0131 olabileceklerini vurgulad\u0131. Sadece perakende de\u011fil her sekt\u00f6r\u00fcn bir dijital d\u00f6n\u00fc\u015f\u00fcm i\u00e7inde oldu\u011funu belirten Helvac\u0131, hizmet ve \u00fcr\u00fcn sat\u0131\u015f\u0131n\u0131 birle\u015ftiren modellerde, ya\u015fanan d\u00f6n\u00fc\u015f\u00fcm\u00fcn deneyim ya\u015fatmak ve i\u015f kolayla\u015ft\u0131rmak \u00fczerine kuruldu\u011funu ifade etti.<\/p>

\u201cT\u00fcketiciler Al\u0131\u015fveri\u015fi Sosyal Bir Faaliyet Olarak G\u00f6r\u00fcyor\u201d<\/strong>
\"\"Zirvede, Corpera Dan\u0131\u015fmanl\u0131k Y\u00f6netici Orta\u011f\u0131 Dr. Ceyhun Emre Do\u011fru taraf\u0131ndan \u201cPerakende Sekt\u00f6r\u00fcnde \u00c7oklu Kanal Trendi: T\u00fcketici Ara\u015ft\u0131rmas\u0131n\u0131n G\u00f6sterdikleri\u201d ba\u015fl\u0131kl\u0131 raporun sunumu yap\u0131ld\u0131. GlobalData taraf\u0131ndan T\u00dcS\u0130AD i\u00e7in haz\u0131rlanan bu detayl\u0131 raporda pandemi d\u00f6nemindeki \u00e7oklu kanal geli\u015fmeleri ve t\u00fcketicinin bak\u0131\u015f a\u00e7\u0131s\u0131 de\u011ferlendirildi. Ara\u015ft\u0131rma bulgular\u0131nda e-ticaret pazar\u0131n\u0131n 2020\u2019de %99.6 b\u00fcy\u00fcmesiyle T\u00fcrkiye\u2019nin \u00f6l\u00e7\u00fclen en h\u0131zl\u0131 b\u00fcy\u00fcmeye sahip \u00fclke oldu\u011fu g\u00f6r\u00fcl\u00fcyor. T\u00fcrkiye’nin toplam online penetrasyonu ise %7.5 ile \u00fclkeler ortalamas\u0131 %12.5 olan global online penetrasyonun alt\u0131nda yer al\u0131yor. Ara\u015ft\u0131rma, T\u00fcrkiye\u2019de \u00e7ok kanall\u0131 perakendenin y\u00fckseli\u015fte oldu\u011funu ve \u00f6n\u00fcm\u00fczdeki y\u0131llarda da \u00f6neminin giderek artaca\u011f\u0131n\u0131 da ortaya koyuyor. Pandemi d\u00f6neminde sa\u011fl\u0131k ve hijyen endi\u015feleri nedeniyle online ticaretin rol\u00fc artm\u0131\u015f olsa da fiziksel perakendenin \u00f6nemini hala korudu\u011funu belirten Do\u011fru, \u201cAra\u015ft\u0131rma bize t\u00fcketicilerin b\u00fcy\u00fck \u00e7o\u011funlu\u011funun al\u0131\u015fveri\u015fi sosyal bir faaliyet olarak g\u00f6rd\u00fc\u011f\u00fcn\u00fc ve pandemi sonras\u0131nda yerel ekonomiyi g\u00fc\u00e7lendirmek i\u00e7in al\u0131\u015fveri\u015f tercihlerini daha da yerelle\u015ftireceklerini g\u00f6steriyor\u201d dedi.<\/p>

\u201cMa\u011fazalar\u0131n Cazibesi S\u00fcrecek\u201d<\/strong>
\u201cT\u00fcketici Kanallar\u0131 Nas\u0131l Alg\u0131l\u0131yor?\u201d sorusunun cevab\u0131n\u0131n g\u00f6r\u00fc\u015f\u00fcld\u00fc\u011f\u00fc oturumda Hepsiburada Ticari Grup Ba\u015fkan\u0131 Mutlu Erturan, Deloitte T\u00fcrkiye Dan\u0131\u015fmanl\u0131k Hizmetleri Lideri Hakan G\u00f6l ve Teknosa Pazarlama ve Teknoloji Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131 \u00d6nder \u00d6mer O\u011fuzhan s\u00f6z ald\u0131lar. T\u00fcketici al\u0131\u015fkanl\u0131klar\u0131n\u0131n de\u011fi\u015fti\u011fi bir d\u00f6nemde bunu do\u011fru okuman\u0131n \u00f6nemine de\u011finen Erturan, do\u011fru planlama ve stratejiyle pazar pay\u0131 geli\u015fiminin m\u00fcmk\u00fcn oldu\u011funu belirtti. Pandemi d\u00f6neminde i\u015fletmelerin %76\u2019s\u0131 i\u00e7in e-ticaret sat\u0131\u015flar\u0131n\u0131n ciro i\u00e7indeki pay\u0131n\u0131n artt\u0131\u011f\u0131n\u0131 ifade eden G\u00f6l, T\u00fcrkiye\u2019de e-ticaretin 4 y\u0131l i\u00e7inde 2.3 kat\u0131na \u00e7\u0131kmas\u0131n\u0131n beklendi\u011fini belirtti. Artan e-ticaret pay\u0131n\u0131n yan\u0131nda fiziksel ma\u011fazac\u0131l\u0131kta da yat\u0131r\u0131mlar\u0131n s\u00fcrmesinin \u00f6nemine de\u011finen O\u011fuzhan, t\u00fcketici i\u00e7in ma\u011fazalar\u0131n cazibesinin s\u00fcrece\u011finin alt\u0131n\u0131 \u00e7izdi.<\/p>

“Kanallar Aras\u0131ndaki F\u0131rsatlar, \u0130yi De\u011ferlendirilmeli”<\/strong>
\"\"Zirvenin son oturumunda, Alka\u015f \/ Han Spaces Y\u00f6netim Kurulu Ba\u015fkan\u0131 Avi Alka\u015f moderat\u00f6rl\u00fc\u011f\u00fcnde ebebek Genel M\u00fcd\u00fcr\u00fc Halil Erdo\u011fmu\u015f ve Defacto COO\u2019su Serdar Ersoy \u201cFiziksel Ma\u011fazalar ve AVM\u2019ler Yeniden Y\u00fckseli\u015fe Ge\u00e7ebilirler mi?\u201d sorusuna cevap arad\u0131lar. Ma\u011fazalar\u0131n yeni konseptler ve sunulan deneyimler sayesinde \u00e7ekicili\u011fini korumas\u0131 gerekti\u011fini belirten Alka\u015f, kanallar aras\u0131ndaki f\u0131rsatlar\u0131n iyi de\u011ferlendirilerek t\u00fcketici nezdinde dikkat \u00e7ekilmesinin \u00f6nemini vurgulad\u0131. E-ticaretin T\u00fcrkiye\u2019de ge\u00e7 ba\u015flad\u0131\u011f\u0131n\u0131 ancak h\u0131zla b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc belirten Erdo\u011fmu\u015f, geli\u015fimin ancak birlikte hareketle yakalanabilece\u011fini belirtti. Online kanallar\u0131n fiziksel ma\u011fazalarla desteklenmesi ve al\u0131\u015fveri\u015f deneyiminin zenginle\u015ftirilmesi i\u00e7in bir\u00e7ok \u00e7al\u0131\u015fma konusu oldu\u011funu vurgulayan Ersoy, perakendecilerin bu \u00e7al\u0131\u015fmalarla farkl\u0131la\u015facaklar\u0131n\u0131 ve bunun topyek\u00fcn sekt\u00f6r\u00fc ileriye ta\u015f\u0131yaca\u011f\u0131n\u0131 ifade etti.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

G\u0131dad\u0131\u015f\u0131 modern perakendenin \u00f6nemli temsilcisi Zincir Ma\u011fazalar Derne\u011fi taraf\u0131ndan d\u00fczenlenen Omnichannel Zirvesi, 26 May\u0131s \u00c7ar\u015famba g\u00fcn\u00fc Digital Network Alka\u015f platformunda ve Hepsiburada ana sponsorlu\u011funda ger\u00e7ekle\u015fti. Omnichannel Zirvesi\u2019nde, perakende kanallar\u0131n\u0131n gelece\u011fi ve geli\u015fme yollar\u0131 ele al\u0131nd\u0131. Omnichannel Zirvesi\u2019nde, pandemi d\u00f6neminde k\u0131s\u0131tlamalar nedeniyle s\u0131k\u0131nt\u0131l\u0131 g\u00fcnler ya\u015fayan fiziksel ma\u011fazalar ve al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131n de\u011fi\u015fmesiyle son y\u0131llardaki en \u00f6nemli at\u0131l\u0131m\u0131n\u0131 […]<\/p>\n","protected":false},"author":2,"featured_media":1541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-1540","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1540","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1540"}],"version-history":[{"count":11,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1540\/revisions"}],"predecessor-version":[{"id":1556,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1540\/revisions\/1556"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/1541"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1540"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1540"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1540"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}