{"id":1587,"date":"2021-06-01T09:09:04","date_gmt":"2021-06-01T09:09:04","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=1587"},"modified":"2021-06-01T09:14:53","modified_gmt":"2021-06-01T09:14:53","slug":"tusiad-perakende-calisma-grubundan-cok-kanalli-perakende-ve-covid-19-arastirmasi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=1587","title":{"rendered":"T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu\u2019ndan \u00c7ok Kanall\u0131 Perakende ve Covid-19 Ara\u015ft\u0131rmas\u0131"},"content":{"rendered":"\t\t
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T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu, Covid-19’un \u00e7ok kanall\u0131 perakendenin d\u00f6n\u00fc\u015f\u00fcm\u00fcndeki etkisini ortaya koymak i\u00e7in haz\u0131rlanan \u201c\u00c7ok Kanall\u0131 Perakende ve Covid-19 Ara\u015ft\u0131rmas\u0131\u201dn\u0131 yay\u0131nlad\u0131. Tan\u0131t\u0131m\u0131, ge\u00e7ti\u011fimiz g\u00fcnlerde \u00e7evrimi\u00e7i bir toplant\u0131yla ger\u00e7ekle\u015ftirilen Ara\u015ft\u0131rma, T\u00fcrkiye’de \u00e7oklu kanal ve e-ticaret ili\u015fkisi, t\u00fcketicilerin g\u0131da ve g\u0131da d\u0131\u015f\u0131 kategorilerde kanal se\u00e7imleri, salg\u0131n d\u00f6nemi ve sonras\u0131nda online al\u0131\u015fveri\u015fin de\u011fi\u015fimi ve salg\u0131n s\u00fcrecinde online harcamalar\u0131n co\u011frafi analizi konular\u0131n\u0131 ele al\u0131yor.<\/b><\/p>

T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu taraf\u0131ndan yay\u0131nlanan \u00c7ok Kanall\u0131 Perakende ve Covid-19 Ara\u015ft\u0131rmas\u0131, T\u00fcrkiye’de \u00e7oklu kanal ve e-ticaret ili\u015fkisi, t\u00fcketicilerin g\u0131da ve g\u0131da d\u0131\u015f\u0131 kategorilerde kanal se\u00e7imleri, salg\u0131n d\u00f6nemi ve sonras\u0131nda online al\u0131\u015fveri\u015fin de\u011fi\u015fimi, salg\u0131n s\u00fcrecinde online harcamalar\u0131n co\u011frafi analizi konular\u0131n\u0131 ele al\u0131yor. Ara\u015ft\u0131rma haz\u0131rlan\u0131rken, Ocak 2021’de 2.000 t\u00fcketici ile y\u00fcr\u00fct\u00fclen anketin sonu\u00e7lar\u0131ndan, perakende sekt\u00f6r\u00fc temsilcilerinden al\u0131nan sekt\u00f6rel verilerden ve di\u011fer verilerden faydalan\u0131ld\u0131.<\/p>

Ara\u015ft\u0131rmadan K\u0131sa K\u0131sa
<\/strong>\u2022 Online perakende kanal\u0131 2020 y\u0131l\u0131nda \u00e7ok h\u0131zl\u0131 b\u00fcy\u00fcd\u00fc. G\u0131da kategorisinde art\u0131\u015f, 2019\u2019a g\u00f6re %153; g\u0131da d\u0131\u015f\u0131 kategorilerde %97 oldu. Pandemi, online b\u00fcy\u00fcmeyi h\u0131zland\u0131rd\u0131; \u00e7ok kanall\u0131 perakende y\u00fckseli\u015fe ge\u00e7ti.
\u2022 G\u0131da ve g\u0131da d\u0131\u015f\u0131 toplam perakende a\u00e7\u0131s\u0131ndan ma\u011fazalar ile online aras\u0131ndaki ili\u015fki 2020\u2019de g\u00fc\u00e7lendi ve online sat\u0131\u015flar\u0131n %10,6\u2019s\u0131 fiziksel ma\u011faza ve d\u00fckkanlarla ba\u011flant\u0131l\u0131 oldu. G\u0131da kategorisinde bu oran, %12,1.
\u2022 2019 y\u0131l\u0131nda %4,4 olan online penetrasyonun toplam perakende sat\u0131\u015flar\u0131 aras\u0131ndaki pay\u0131, 2020 y\u0131l\u0131nda h\u0131zla artarak %7,5 oldu. (D\u00fcnya \u00e7ap\u0131nda bu oran, %12,7)
\u2022 T\u00fcrkiye, e-ticaret pazar\u0131n\u0131n 2020\u2019de %99,6 b\u00fcy\u00fcmesiyle \u00f6l\u00e7\u00fclen en h\u0131zl\u0131 b\u00fcy\u00fcmeye sahip \u00fclke oldu.
\u2022 T\u00fcrkiye’nin online penetrasyonu %7,5 ile ortalama %12,5 olan global online penetrasyonun alt\u0131nda.
\u2022 Fiziksel ma\u011fazalar\u0131n destekledi\u011fi online sat\u0131\u015f oran\u0131, 2020 boyunca perakende genelinde %10,6 olarak ger\u00e7ekle\u015fti. Bu oran g\u0131dada %12,1; g\u0131da d\u0131\u015f\u0131nda, %10,5.
\u2022 Pandemi perakendeyi yok etmedi, de\u011fi\u015ftirdi. Geleneksel perakendecilerim elde etti\u011fi online kanal b\u00fcy\u00fcmesinin b\u00fcy\u00fck k\u0131sm\u0131, bir \u015fekilde fiziksel ma\u011fazalarla ba\u011flant\u0131l\u0131. Bu bak\u0131mdan pandemi, online ve fiziksel kanallar aras\u0131ndaki ba\u011f\u0131 g\u00fc\u00e7lendirdi.
\u2022 Al\u0131\u015fveri\u015f daha entegre bir hal ald\u0131.
\u2022 Online market al\u0131\u015fveri\u015fi yapanlar\u0131n yakla\u015f\u0131k %90\u2019\u0131, eve teslimat\u0131 bir noktada kulland\u0131.
\u2022 Pandemi d\u00f6nemde online market al\u0131\u015fveri\u015fi yapanlar\u0131n %60\u2019\u0131 \u00f6ncesine k\u0131yasla daha fazla online harcama yapmay\u0131 planl\u0131yor.
\u2022 G\u0131da d\u0131\u015f\u0131 perakende al\u0131\u015fveri\u015finde Mart 2020\u2019den itibaren tercih edilen sat\u0131\u015f kanal\u0131, %71 ile online, a\u00e7\u0131k ara \u00f6nde. (Fiziksel ma\u011faza, %56,2; posta\/katalog ile sipari\u015f, %14,1.),
\u2022 Ma\u011fazalar\u0131n perakendedeki rol\u00fc, her zamankinden daha b\u00fcy\u00fck.
\u2022 T\u00fcrkiye\u2019deki perakendeciler m\u00fc\u015fteri ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamak i\u00e7in ma\u011fazalar\u0131 kullan\u0131yor.
\u2022 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 ve pandemiden sonra da fiziksel perakendenin \u00f6neminin giderek artaca\u011f\u0131n\u0131 belirtiyor.
\u2022 Gerek g\u0131da gerekse g\u0131da d\u0131\u015f\u0131 perakendede t\u00fcketicilerin \u00f6nemli bir k\u0131sm\u0131n\u0131n ma\u011fazalar\u0131 kullanmaya devam etmesi bekleniyor. T\u00fcketicilerin b\u00fcy\u00fck \u00e7o\u011funlu\u011fu al\u0131\u015fveri\u015fi sosyal bir faaliyet olarak g\u00f6r\u00fcyor ve ma\u011fazalarda \u00fcr\u00fcnleri incelemenin ne kadar \u00f6nemli oldu\u011funu ifade ediyor.
\u2022 25-44 aras\u0131 ya\u015f grubundaki t\u00fcketicilerin e-ticaret kullan\u0131m\u0131 artarken fiyattan ve paran\u0131n kar\u015f\u0131l\u0131\u011f\u0131n\u0131 almaktan ziyade rahatl\u0131\u011fa, m\u00fc\u015fteri hizmetlerine ve \u00c7evre, Sosyal, Y\u00f6neti\u015fim (\u00c7SY) performans\u0131na a\u011f\u0131rl\u0131k vermesi, daha ileri ya\u015ftaki t\u00fcketicilerin ise \u00f6zellikle g\u0131da taraf\u0131nda ma\u011fazalara daha h\u0131zl\u0131 d\u00f6n\u00fc\u015f yapmas\u0131 bekleniyor.
\u2022 T\u00fcketicilerin pandemi sonras\u0131nda yerel ekonomiyi g\u00fc\u00e7lendirmek i\u00e7in al\u0131\u015fveri\u015f tercihlerini daha da yerelle\u015ftirecekleri \u00e7\u0131kt\u0131s\u0131, T\u00fcrkiye ekonomisi a\u00e7\u0131s\u0131ndan \u00f6nemli bulgulardan biri olarak g\u00f6ze \u00e7arp\u0131yor.<\/p>

T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu E\u015f Ba\u015fkan\u0131 Atilla Yerlikaya: \u201cPerakende sekt\u00f6r\u00fc gerek \u00fclkemiz ekonomisi i\u00e7in gerekse sekt\u00f6r payda\u015flar\u0131 i\u00e7in daha fazla de\u011fer yaratabilece\u011fimiz bir d\u00f6n\u00fc\u015f\u00fcm ge\u00e7iriyor\u201d
<\/strong>Tan\u0131t\u0131m toplant\u0131s\u0131n\u0131n a\u00e7\u0131l\u0131\u015f\u0131n\u0131 yapan T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu E\u015f Ba\u015fkan\u0131 Atilla Yerlikaya konu\u015fmas\u0131nda pandeminin etkiledi\u011fi t\u00fcketici davran\u0131\u015flar\u0131na ve perakende sekt\u00f6r\u00fcn\u00fcn d\u00f6n\u00fc\u015f\u00fcm\u00fcne de\u011finirken \u201cPerakendenin hem ekonomik hem de toplumsal olarak ne kadar kritik bir sekt\u00f6r oldu\u011fu pandemi d\u00f6neminde daha belirgin hale geldi. Temel ihtiya\u00e7 maddelerinin kesintisiz bir \u015fekilde temin edilmesi tedarik\u00e7isinden lojistik\u00e7isine, perakendecisinden teslimat eleman\u0131na kadar ancak geni\u015f bir ekosistemin e\u015fg\u00fcd\u00fcml\u00fc olarak \u00e7al\u0131\u015fmas\u0131yla m\u00fcmk\u00fcn olabilirdi. Zaman zaman aksakl\u0131klar ya\u015fanm\u0131\u015f olsa da perakende sekt\u00f6r\u00fc bu d\u00f6nemde ba\u015far\u0131l\u0131 bir s\u0131nav verdi. Perakende sekt\u00f6r\u00fc gerek \u00fclkemiz ekonomisi gerekse sekt\u00f6r payda\u015flar\u0131 i\u00e7in daha fazla de\u011fer yaratabilece\u011fimiz bir d\u00f6n\u00fc\u015f\u00fcm ge\u00e7iriyor\u201d dedi.<\/p><\/div>

A\u00e7\u0131l\u0131\u015f\u0131n ard\u0131ndan Ara\u015ft\u0131rman\u0131n tan\u0131t\u0131m etkinli\u011fi, ara\u015ft\u0131rmay\u0131 haz\u0131rlayan Corpera Dan\u0131\u015fmanl\u0131k’\u0131n Y\u00f6netici Orta\u011f\u0131 Dr. Ceyhun Emre Do\u011fru’nun moderasyonunda devam etti. Sekt\u00f6rel verileriyle \u00e7al\u0131\u015fmaya katk\u0131 sa\u011flayan Global Data’n\u0131n Perakende Sekt\u00f6r\u00fc Y\u00f6netici Direkt\u00f6r\u00fc Neil Saunders ve Perakende Sekt\u00f6r\u00fc Dan\u0131\u015fmanl\u0131\u011f\u0131 Direkt\u00f6r\u00fc Joseph Robinson ara\u015ft\u0131rman\u0131n bulgular\u0131n\u0131 kat\u0131l\u0131mc\u0131larla payla\u015ft\u0131.<\/p>

Bulgular\u0131n payla\u015f\u0131lmas\u0131n\u0131n ard\u0131ndan program, \u201c\u00c7ok Kanall\u0131 Perakende \u0130yi Uygulama \u00d6rnekleri\u201d paneli ile devam etti. Panelde, Boyner Holding Strateji ve \u0130\u015f Geli\u015ftirme Ba\u015fkan Yard\u0131mc\u0131s\u0131 Elif Ate\u015fok \u015eat\u0131ro\u011flu, ebebek Genel M\u00fcd\u00fcr\u00fc Halil Erdo\u011fmu\u015f, Migros Ticaret A.\u015e. Perakende Operasyonlar\u0131 \u0130cra Kurulu \u00dcyesi Mustafa Murat Bart\u0131n, Ar\u00e7elik Alternatif Kanallar Sat\u0131\u015f Direkt\u00f6r\u00fc Erhan Akdo\u011fan konu\u015fmac\u0131 olarak yer ald\u0131. Konu\u015fmac\u0131lar Covid-19 pandemisiyle beraber m\u00fc\u015fteri davran\u0131\u015flar\u0131n\u0131n kanal ayr\u0131m\u0131 yapmaks\u0131z\u0131n istedi\u011fi \u00fcr\u00fcn\u00fc, bekledi\u011fi kalitede, en uygun fiyattan ve en h\u0131zl\u0131 \u015fekilde almak y\u00f6n\u00fcnde oldu\u011funun alt\u0131n\u0131 \u00e7izdi ve \u00f6n\u00fcm\u00fczdeki d\u00f6nemde de online ve fiziksel perakendenin birlikte geli\u015fece\u011fine dair \u00f6ng\u00f6r\u00fclerini ve \u00e7al\u0131\u015fmalar\u0131n\u0131 kat\u0131l\u0131mc\u0131larla payla\u015ft\u0131.<\/p>

T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu E\u015f Ba\u015fkan\u0131 Yenal G\u00f6ky\u0131ld\u0131r\u0131m: \u201c\u00c7ok Kanall\u0131 Perakende ve Covid-19 Ara\u015ft\u0131rmas\u0131, daha uzun soluklu bir \u00e7al\u0131\u015fman\u0131n ilk a\u015famas\u0131\u201d<\/strong>
Toplant\u0131n\u0131n kapan\u0131\u015f konu\u015fmas\u0131n\u0131 ger\u00e7ekle\u015ftiren T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu E\u015f Ba\u015fkan\u0131 Yenal G\u00f6ky\u0131ld\u0131r\u0131m ise Covid-19 s\u00fcrecinde \u00e7e\u015fitli etkinliklerle salg\u0131n\u0131n sekt\u00f6r \u00fczerindeki olumsuz ve ani etkilerini derinlemesine incelediklerinin alt\u0131n\u0131 \u00e7izerek \u015funlar\u0131 s\u00f6yledi:
\u201cGe\u00e7ti\u011fimiz y\u0131l bu d\u00f6nemi daha iyi anlayabilmek, sekt\u00f6r\u00fcn yeni dinamiklerini \u00f6nceden okuyabilmek ve sekt\u00f6r\u00fc haz\u0131rlanabilmek i\u00e7in bir araya geldi\u011fimiz webinarlarda e-ticaret, g\u0131da ve organize perakendeyi farkl\u0131 boyutlar\u0131 ile masaya yat\u0131rm\u0131\u015ft\u0131k. \u00c7ok kanall\u0131 perakende ara\u015ft\u0131rmas\u0131n\u0131 takiben sekt\u00f6r\u00fc ileriye ta\u015f\u0131yacak ad\u0131mlar\u0131 tart\u0131\u015fmaya a\u00e7mak \u00fczere sekt\u00f6r payda\u015flar\u0131n\u0131n i\u00e7g\u00f6r\u00fclerini ald\u0131k. \u00d6zellikle pandemi ile tetiklenen d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecini, dijital d\u00f6n\u00fc\u015f\u00fcm trendlerinin sekt\u00f6r pratiklerine yans\u0131malar\u0131n\u0131 ve sekt\u00f6r\u00fcn ihtiya\u00e7lar\u0131n\u0131, destek bekledi\u011fi alanlar\u0131 konu\u015fma \u015fans\u0131na eri\u015ftik. Organize perakende sekt\u00f6r\u00fcn\u00fcn perakendeci, AVM yat\u0131r\u0131mc\u0131s\u0131, lojistik ve sivil toplum kurulu\u015flar\u0131 olmak \u00fczere b\u00fct\u00fcn payda\u015flar\u0131n\u0131n g\u00f6r\u00fc\u015flerinden yola \u00e7\u0131karak haz\u0131rlanacak bu raporun da perakende sekt\u00f6r\u00fcn\u00fcn i\u00e7inden ge\u00e7mekte oldu\u011fu d\u00f6n\u00fc\u015f\u00fcm\u00fc y\u00f6netmesini ve \u00fclkemizin kalk\u0131nma hedeflerine katk\u0131 sunmas\u0131n\u0131 \u00fcmit ediyoruz.\u201d<\/p>

\u201c\u00c7ok Kanall\u0131 Perakende ve Covid-19 Ara\u015ft\u0131rmas\u0131\u201dn\u0131n tamam\u0131n\u0131 g\u00f6rmek i\u00e7in t\u0131klay\u0131n\u0131z.<\/a><\/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":"

T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu, Covid-19’un \u00e7ok kanall\u0131 perakendenin d\u00f6n\u00fc\u015f\u00fcm\u00fcndeki etkisini ortaya koymak i\u00e7in haz\u0131rlanan \u201c\u00c7ok Kanall\u0131 Perakende ve Covid-19 Ara\u015ft\u0131rmas\u0131\u201dn\u0131 yay\u0131nlad\u0131. Tan\u0131t\u0131m\u0131, ge\u00e7ti\u011fimiz g\u00fcnlerde \u00e7evrimi\u00e7i bir toplant\u0131yla ger\u00e7ekle\u015ftirilen Ara\u015ft\u0131rma, T\u00fcrkiye’de \u00e7oklu kanal ve e-ticaret ili\u015fkisi, t\u00fcketicilerin g\u0131da ve g\u0131da d\u0131\u015f\u0131 kategorilerde kanal se\u00e7imleri, salg\u0131n d\u00f6nemi ve sonras\u0131nda online al\u0131\u015fveri\u015fin de\u011fi\u015fimi ve salg\u0131n s\u00fcrecinde online harcamalar\u0131n […]<\/p>\n","protected":false},"author":2,"featured_media":1588,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-1587","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\/1587","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=1587"}],"version-history":[{"count":14,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1587\/revisions"}],"predecessor-version":[{"id":1602,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1587\/revisions\/1602"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/1588"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1587"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1587"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1587"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}