{"id":1773,"date":"2021-08-19T15:41:06","date_gmt":"2021-08-19T15:41:06","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=1773"},"modified":"2021-08-19T15:43:14","modified_gmt":"2021-08-19T15:43:14","slug":"yeni-normalde-magazacilik","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=1773","title":{"rendered":"\u2018Yeni Normal\u2019de Ma\u011fazac\u0131l\u0131k"},"content":{"rendered":"\t\t
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Koronavir\u00fcs pandemisi ve ortaya \u00e7\u0131kan yeni normal, hayatlar\u0131m\u0131z\u0131 ve gelece\u011fe bak\u0131\u015f a\u00e7\u0131m\u0131z\u0131 de\u011fi\u015ftirdi. Bu durumun perakendecileri de etkilemesi elbette ka\u00e7\u0131n\u0131lmazd\u0131. Pek \u00e7ok perakendeci, bu vesileyle gelecekte fiziksel alanlar\u0131n\u0131 nas\u0131l kullanaca\u011f\u0131n\u0131 yeniden d\u00fc\u015f\u00fcnme ihtiyac\u0131 hissetmeye ba\u015flad\u0131.<\/b><\/p>

Ge\u00e7en y\u0131l boyunca e-ticarette bir gecede ya\u015fanan patlamaya ve ma\u011fazalara ra\u011fbetin ciddi oranda d\u00fc\u015fmesine ra\u011fmen, fiziksel sat\u0131\u015f noktalar\u0131 al\u0131\u015fveri\u015f yolculu\u011funun kritik bir par\u00e7as\u0131 olmaya devam ediyor ve devam da edecek. Euromonitor\u2019\u00fcn her y\u0131l ger\u00e7ekle\u015ftirdi\u011fi Passport Retailing ara\u015ft\u0131rmas\u0131n\u0131n 2021 edisyonunda da bunu a\u00e7\u0131k\u00e7a g\u00f6rebiliyoruz. Ara\u015ft\u0131rma, 2020’de %81’lik bir d\u00fc\u015f\u00fc\u015fe i\u015faret etse de 2025’te \u00fcr\u00fcnlerin %76’s\u0131n\u0131n hala fiziksel ma\u011fazadan sat\u0131n al\u0131n\u0131yor olaca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcyor. Bu sebeple perakendecilerin bir sonraki ad\u0131ma haz\u0131rlanmas\u0131 i\u00e7in 3 temel noktaya odaklanmas\u0131 gerekiyor: Ma\u011faza alanlar\u0131n\u0131 ve konumlar\u0131n\u0131 yeniden de\u011ferlendirmek, operasyonel verimlili\u011fe odaklanmak ve yeni konseptler ke\u015ffetmek.<\/p>

\"\"<\/p>

Perakendede Yeni Bir De\u011ferlendirme Konusu: Fiziksel Ma\u011faza Alan\u0131 ve Konumu<\/strong>
Pandemi s\u0131ras\u0131nda t\u00fcm d\u00fcnya yeni duruma h\u0131zla uyum sa\u011flad\u0131 ve fiziksel perakende de bundan geri kalmad\u0131. Bu durum, \u015fimdi i\u00e7inde bulundu\u011fumuz \u2018yeni normal\u2019de fiziksel perakendenin d\u00f6n\u00fc\u015fmesine de zemin haz\u0131rlad\u0131 ve fiziksel varl\u0131\u011f\u0131n revizyonu, ka\u00e7\u0131n\u0131lmaz gibi g\u00f6r\u00fcn\u00fcyor. Euromonitor, yaln\u0131zca 2020’de k\u00fcresel olarak 135 milyon metrekareden fazla sat\u0131\u015f alan\u0131 ve 1,7 milyon sat\u0131\u015f noktas\u0131n\u0131n kapand\u0131\u011f\u0131n\u0131 tahmin ediyor. Bat\u0131 Avrupa ve Kuzey Amerika’daki t\u00fcm g\u0131da d\u0131\u015f\u0131 perakende ma\u011fazalar\u0131n\u0131n yakla\u015f\u0131k %5’i, devam eden operasyonel zorluklar nedeniyle kal\u0131c\u0131 olarak kapand\u0131.<\/p>

Fiziksel ma\u011fazac\u0131l\u0131k i\u00e7in olumsuz g\u00f6r\u00fcn\u00fcm 2022\u2019ye kadar devam edecek gibi g\u00f6r\u00fcn\u00fcyor. Zara, Pull&Bear, Bershka gibi \u00fclkemizde de faaliyet g\u00f6steren markalar\u0131n sahibi olan Inditex, daha b\u00fcy\u00fck ve markan\u0131n amiral gemisi olan ma\u011fazalar\u0131na odaklanmak i\u00e7in 2022’ye kadar d\u00fcnya \u00e7ap\u0131nda 1.200 ma\u011fazas\u0131n\u0131 kapatma plan\u0131n\u0131 2020 y\u0131l\u0131nda a\u00e7\u0131klad\u0131. Kahve devi Starbucks ise \u201cgelece\u011fe haz\u0131rlanmak\u201d i\u00e7in 400\u2019\u00fc ABD\u2019de, 200\u2019\u00fc Kanada\u2019da olmak \u00fczere 600 ma\u011fazas\u0131n\u0131 kapataca\u011f\u0131n\u0131 2020\u2019nin son aylar\u0131nda a\u00e7\u0131klam\u0131\u015ft\u0131.<\/p>

Tabi ki pandeminin ikonik cadde ma\u011fazac\u0131lar\u0131n\u0131 da vurmas\u0131 ka\u00e7\u0131n\u0131lmazd\u0131. Ancak onlar da bu \u2018yeni normal\u2019e h\u0131zl\u0131ca uyum sa\u011flad\u0131. \u015eehir merkezlerindeki konumunu ve ma\u011fazalar\u0131n\u0131n rol\u00fcn\u00fc de\u011fi\u015ftiren bu \u015firketler, \u015fimdi t\u00fcketicileri fiziksel ma\u011fazalara geri \u00e7ekmeye \u00e7al\u0131\u015f\u0131yor. \u00d6rne\u011fin, Birle\u015fik Krall\u0131k’\u0131n lider b\u00fcy\u00fck ma\u011fazac\u0131l\u0131k markalar\u0131ndan olan Harrods, lokal ve ba\u011f\u0131ms\u0131z H Beauty ma\u011fazalar\u0131yla banliy\u00f6lere bir bask\u0131n yapt\u0131. Bu yolla yeni konseptini tan\u0131tmas\u0131n\u0131n yan\u0131 s\u0131ra daha yerel, daha gen\u00e7 ve yerli t\u00fcketici taban\u0131na ula\u015fmay\u0131 hedefliyor.<\/p>

Fiziksel Ma\u011fazalar Yeniden Tasarlan\u0131yor<\/strong>
Pandemi d\u00f6nemi, yanl\u0131\u015f formatta, yanl\u0131\u015f yerde ve yanl\u0131\u015f boyutta olan, karl\u0131l\u0131\u011f\u0131 d\u00fc\u015f\u00fck ma\u011fazalar i\u00e7in son darbe oldu. Ancak bu son, taze ve yeni ba\u015flang\u0131\u00e7lar\u0131n do\u011fu\u015fu anlam\u0131na geliyor gibi g\u00f6r\u00fcn\u00fcyor. Son 12 ayda global perakende d\u00fcnyas\u0131nda, pek \u00e7ok perakendecinin stratejilerini de\u011fi\u015ftirdi\u011fini ve pop-up, ma\u011faza i\u00e7inde ma\u011faza ve hatta yepyeni “mobil ma\u011faza” konseptleriyle daha fazla deneme yapt\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz.<\/p>

\u00d6rne\u011fin Swarovski, karantina d\u00f6nemini marka imaj\u0131n\u0131 ve \u00fcr\u00fcn portf\u00f6y\u00fcn\u00fc iyile\u015ftirmek i\u00e7in kulland\u0131 ve 2021’de higher-end bir ya\u015fam tarz\u0131 konumland\u0131rmas\u0131yla yeniden piyasaya \u00e7\u0131kt\u0131. Bu, t\u00fcm\u00fc canl\u0131 ve dijital etkinliklere ev sahipli\u011fi yapan 28 Instant Wonder adl\u0131 pop-up ma\u011fazas\u0131n\u0131n a\u00e7\u0131l\u0131\u015f\u0131n\u0131 i\u00e7eriyordu. Markan\u0131n yeni y\u00f6n\u00fcn\u00fc ve g\u00f6rsel kimli\u011fini yans\u0131tacak \u015fekilde tasarlanan bu ma\u011fazalar, al\u0131\u015fveri\u015f yapanlar\u0131 canl\u0131 renkler, dokular ve metalik heykellerle ke\u015ffetmeye te\u015fvik ediyor ve yenilik\u00e7i malzemelerle zenginle\u015ftirilmi\u015f, duyusal bir perakende alan\u0131na davet ediyor. Swarovski, \u015eubat 2021’de Milano’da ilk Instant Wonder pop-up ma\u011fazas\u0131n\u0131 a\u00e7arak m\u00fc\u015fterilerine daha \u00fcst\u00fcn, \u00e7ok y\u00f6nl\u00fc bir al\u0131\u015fveri\u015f deneyimi sa\u011flad\u0131.<\/p>

Pop-up ma\u011fazalar, perakendecilerin daha yarat\u0131c\u0131, marka odakl\u0131 ve deneyime dayal\u0131 alanlar\u0131 tan\u0131tmalar\u0131na ve daha esnek, k\u0131sa vadeli kiralama s\u00f6zle\u015fmeleri imzalamalar\u0131na olanak tan\u0131d\u0131\u011f\u0131ndan g\u00fcn ge\u00e7tik\u00e7e \u00f6nemli hale gelecek gibi g\u00f6r\u00fcn\u00fcyor.<\/p>

Kanadal\u0131 Grocery Neighbor ise pop-up ma\u011faza konseptini geli\u015ftirerek ma\u011fazay\u0131 m\u00fc\u015fterisinin kap\u0131s\u0131na g\u00f6t\u00fcr\u00fcyor. 2021 bahar\u0131nda resmi olarak yollara d\u00fc\u015fen Grocery Neighbor, \u00fcr\u00fcnleri do\u011frudan t\u00fcketicilerin kap\u0131lar\u0131na teslim etmek i\u00e7in tasarlanm\u0131\u015f bir konsept. Ma\u011faza, biri giri\u015f di\u011feri \u00e7\u0131k\u0131\u015f olmak \u00fczere iki kap\u0131s\u0131 olan bir kamyon. Ya da do\u011fru deyi\u015fle mobil ma\u011faza\u2026 Pek \u00e7ok insan\u0131n, \u00f6zellikle de ya\u015f\u0131 daha b\u00fcy\u00fck olanlar\u0131n g\u0131day\u0131 online sat\u0131n almay\u0131 tercih etmedi\u011fi bir ger\u00e7ek. Ayr\u0131ca, Euromonitor\u2019un Kas\u0131m 2020’de ger\u00e7ekle\u015ftirdi\u011fi \u201cCOVID-19 Voice of the Industry\u201d anketine g\u00f6re, t\u00fcketicilerin neredeyse %70’i pandemi bittikten sonra bile evden daha s\u0131k \u00e7al\u0131\u015faca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. Bu sebeple pandemi sonras\u0131 e\u011filim, Grocery Neighbour\u2019\u0131n lehine olabilir.<\/p>

T\u00fcketiciler b\u00fcy\u00fck \u015fehirlerden ka\u00e7arken ve evlerinde daha \u00e7ok vakit ge\u00e7irirken, bu t\u00fcrden yerelle\u015ftirilmi\u015f, lokale \u00f6zg\u00fc \u00e7\u00f6z\u00fcmler, ilgi g\u00f6recek gibi g\u00f6r\u00fcn\u00fcyor.<\/p>

Daha Fazla E-Ticaret Kazan\u0131m\u0131 \u0130\u00e7in Fiziksel Ma\u011faza<\/strong>
Pandemi, \u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131 perakende sat\u0131\u015f i\u00e7in kutupla\u015ft\u0131r\u0131c\u0131 olsa da fiziksel perakendeciler, e-ticaret sat\u0131\u015flar\u0131 i\u00e7in ma\u011fazalar\u0131ndan daha verimli yararlanarak bu durumu lehlerine \u00e7evirmeyi bildi. Baz\u0131 perakendeciler ma\u011fazalar\u0131n\u0131, online sipari\u015flerinin teslimatlar\u0131n\u0131 h\u0131zland\u0131rmak ve kolayla\u015ft\u0131rmak i\u00e7in kullan\u0131lan g\u00f6lge ma\u011fazalara d\u00f6n\u00fc\u015ft\u00fcrmede ba\u015far\u0131l\u0131 oldular. Perakendecilerin operasyonel verimliliklerini ve teslimat h\u0131zlar\u0131n\u0131 iyile\u015ftirmenin yollar\u0131n\u0131 bulmas\u0131 gerekti\u011finden, bu \u00f6zellikle b\u00fcy\u00fck \u015fehirlerdeki yo\u011fun n\u00fcfuslu b\u00f6lgelerde \u00e7arp\u0131c\u0131 bir fark yaratt\u0131.<\/p>

\u00d6n\u00fcm\u00fczdeki y\u0131llarda t\u00fcm d\u00fcnyada, e-ticaret de yapan fiziksel ma\u011fazac\u0131lar\u0131n mevcut ma\u011fazalar\u0131n\u0131n bir uzant\u0131s\u0131 olarak paketleme depolar\u0131 a\u00e7aca\u011f\u0131 \u015fimdiden s\u00f6ylenebilir. D\u00fcnyan\u0131n en b\u00fcy\u00fck g\u0131da perakendecisi Walmart, 2021’de ABD’de d\u00fczinelerce ma\u011fazada yerel sipari\u015f paketleme depolar\u0131 a\u00e7ma plan\u0131yla bu alandaki niyetinin sinyallerini verdi.<\/p>

Peki, \u015eimdi Neler Yapabiliriz?<\/strong>
\u25cf 2020’de e-ticaretin h\u0131zla benimsenmesi, fiziksel ma\u011fazac\u0131l\u0131\u011f\u0131n boyutunu, yerini ve rol\u00fcn\u00fc yeniden g\u00f6zden ge\u00e7irmesi gerekti\u011fi anlam\u0131na geliyor. Ma\u011fazalar, ayn\u0131 anda sat\u0131\u015f alan\u0131, online sipari\u015f paketleme deposu, etkile\u015fim alan\u0131 ve marka arac\u0131 olarak \u00e7ok boyutlu hale getirilmeli.
\u25cf Pandemi, her t\u00fcrde ve b\u00fcy\u00fckl\u00fckte \u015firketi, gelirini artt\u0131rmak i\u00e7in yeni dijital sat\u0131\u015f kanallar\u0131 ve ortakl\u0131klar aramaya itti. Ancak bu, fiziksel ma\u011fazalar\u0131n bir tarafa itilece\u011fi de\u011fil, g\u00f6r\u00fcn\u00fcm\u00fc, konumu, rol\u00fc ve hissinin geli\u015fece\u011fi anlam\u0131na geliyor. Fiziksel perakende, \u00f6n\u00fcm\u00fczdeki be\u015f y\u0131l boyunca k\u00fcresel olarak en b\u00fcy\u00fck ve en \u00f6nemli kanal olmaya devam edecek. Bu nedenle, yaln\u0131zca e-ticarete odaklanmaktan ziyade \u00e7ok kanall\u0131 (omni-channel) b\u00fcy\u00fcme, perakendeciler i\u00e7in iyile\u015fme sa\u011flayacak.
\u25cf Kasabalar ve k\u00fc\u00e7\u00fck \u015fehirler, perakendeciler i\u00e7in b\u00fcy\u00fck f\u0131rsatlar sunuyor. Bu t\u00fcr yerler, b\u00fcy\u00fck \u015fehirlerden ka\u00e7anlar\u0131 yakalamak ve b\u00fcy\u00fck \u015fehirlere g\u00f6re maliyetin \u00e7ok alt\u0131nda b\u00fcy\u00fcmeyi sa\u011flamak i\u00e7in birebir.<\/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":"

Koronavir\u00fcs pandemisi ve ortaya \u00e7\u0131kan yeni normal, hayatlar\u0131m\u0131z\u0131 ve gelece\u011fe bak\u0131\u015f a\u00e7\u0131m\u0131z\u0131 de\u011fi\u015ftirdi. Bu durumun perakendecileri de etkilemesi elbette ka\u00e7\u0131n\u0131lmazd\u0131. Pek \u00e7ok perakendeci, bu vesileyle gelecekte fiziksel alanlar\u0131n\u0131 nas\u0131l kullanaca\u011f\u0131n\u0131 yeniden d\u00fc\u015f\u00fcnme ihtiyac\u0131 hissetmeye ba\u015flad\u0131. Ge\u00e7en y\u0131l boyunca e-ticarette bir gecede ya\u015fanan patlamaya ve ma\u011fazalara ra\u011fbetin ciddi oranda d\u00fc\u015fmesine ra\u011fmen, fiziksel sat\u0131\u015f noktalar\u0131 al\u0131\u015fveri\u015f yolculu\u011funun […]<\/p>\n","protected":false},"author":2,"featured_media":1774,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-1773","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\/1773","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=1773"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1773\/revisions"}],"predecessor-version":[{"id":1780,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1773\/revisions\/1780"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/1774"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1773"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1773"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1773"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}