{"id":2417,"date":"2022-04-10T06:30:15","date_gmt":"2022-04-10T06:30:15","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2417"},"modified":"2022-04-10T06:31:36","modified_gmt":"2022-04-10T06:31:36","slug":"sirketler-2022de-tuketici-guvenini-korumaya-odaklandi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2417","title":{"rendered":"\u015eirketler 2022\u2019de T\u00fcketici G\u00fcvenini Korumaya Odakland\u0131"},"content":{"rendered":"\t\t
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Deloitte\u2019un haz\u0131rlad\u0131\u011f\u0131 T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r G\u00f6r\u00fcn\u00fcm\u00fc Raporu’na g\u00f6re, t\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fcn\u00fcn y\u00f6neticileri 2022\u2019de t\u00fcketici g\u00fcvenini korumak i\u00e7in daha fazla \u00e7al\u0131\u015f\u0131lmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/strong><\/p>

Deloitte\u2019un haz\u0131rlad\u0131\u011f\u0131 T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r G\u00f6r\u00fcn\u00fcm\u00fc Raporu yay\u0131nland\u0131. Ara\u015ft\u0131rma, Kas\u0131m 2021\u2019de, \u00e7o\u011funlu\u011fu 1 milyar dolar\u0131n \u00fczerinde gelire sahip olan, yiyecek i\u00e7ecek, ev e\u015fyalar\u0131, ki\u015fisel bak\u0131m ve giyim \u015firketlerinde \u00e7al\u0131\u015fan 100 \u00fcst d\u00fczey y\u00f6neticinin verdi\u011fi cevaplarla haz\u0131rland\u0131. T\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fcn\u00fcn y\u00f6neticileri 2022\u2019de t\u00fcketici g\u00fcvenini korumak i\u00e7in daha fazla \u00e7al\u0131\u015f\u0131lmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/p>

2022\u2019de \u00d6ne \u00c7\u0131kacak 3 \u00d6nemli Sorun<\/strong>
Rapora g\u00f6re, t\u00fcketim \u00fcr\u00fcnleri sekt\u00f6r\u00fc i\u00e7in gelecek y\u0131l g\u00fc\u00e7l\u00fc bir finansal performans bekleniyor. Ara\u015ft\u0131rmaya kat\u0131lan y\u00f6neticilerin y\u00fczde 93\u2019\u00fc 2022\u2019de en b\u00fcy\u00fck hedeflerinin daha fazla gelir elde etmek oldu\u011funu belirtiyor.
Raporda, bu y\u0131l \u00f6ne \u00e7\u0131kacak 3 \u00f6nemli sorun ise \u015f\u00f6yle s\u0131ralan\u0131yor:
Ankete kat\u0131lan y\u00f6neticilere g\u00f6re t\u00fcketicinin g\u00fcvenini kaybetmesindeki en \u00f6nemli 3 neden, markan\u0131n a\u00e7\u0131k ve \u015feffaf olmamas\u0131, markan\u0131n t\u00fcketicinin \u00e7evresel sosyal ve y\u00f6netimsel beklentilerini kar\u015f\u0131lamamas\u0131 ve markan\u0131n ye\u015fil konusuyla g\u00f6z boyamas\u0131 (\u00e7evreye \u00f6nem verdi\u011fi izlenimi yaratan projeler) \u015feklinde s\u0131ralan\u0131yor.
Ara\u015ft\u0131rmaya g\u00f6re, \u015firketler 2022\u2019de b\u00fcy\u00fcme hedeflerine ula\u015fmak i\u00e7in g\u00fcven m\u00fccadelesine giri\u015fecek. Ankete kat\u0131lan y\u00f6neticilerin 3’te 2’si g\u00fcven olu\u015fturman\u0131n \u015firketlerinin birinci \u00f6nceli\u011fi oldu\u011funu, dahas\u0131 g\u00fcvenin \u015firketlerinin ‘en de\u011ferli varl\u0131\u011f\u0131’ oldu\u011funu belirtiyor.
Y\u00f6neticilerin y\u00fczde 95\u2019i y\u00fcksek t\u00fcketici g\u00fcvenine sahip \u015firketlerin daha dayan\u0131kl\u0131 oldu\u011fu g\u00f6r\u00fc\u015f\u00fcne sahip.
Ara\u015ft\u0131rmaya bak\u0131ld\u0131\u011f\u0131nda, t\u00fcketici \u00fcr\u00fcnleri \u015firketleri bu y\u0131l \u015feffafl\u0131\u011f\u0131 artt\u0131rarak, dijital etkile\u015fimi yayg\u0131nla\u015ft\u0131rarak, i\u015fin gelece\u011fine yat\u0131r\u0131m yaparak g\u00fcven olu\u015fturmaya \u00e7al\u0131\u015facak.<\/p>

G\u00fcveni Elde Tutmak<\/strong>
Stoklar\u0131n t\u00fckenmesi g\u00fcvenilir mevcudiyet vaadini bozuyor ve sadece perakendeciler i\u00e7in de\u011fil, markalar\u0131n kendisi i\u00e7in de yetkinlik alg\u0131s\u0131na zarar veriyor. \u0130\u015f g\u00fcc\u00fc eksikli\u011fi \u00fcretimi azalt\u0131yor, baz\u0131 durumlarda kalite ve hizmet d\u00fczeylerini etkileyerek markan\u0131n vaatlerini yetkin \u015fekilde sunmaya y\u00f6nelik alg\u0131lanan yeterlili\u011fe zarar veriyor. Bir \u015firketin aidiyet duygusu yarataca\u011f\u0131na g\u00fcvenmeyen \u00e7al\u0131\u015fanlar\u0131n da i\u015f tekliflerini kabul etmesi veya ilgili \u015firkette kalmas\u0131 pek m\u00fcmk\u00fcn de\u011fil. Fiyatlar\u0131n makul g\u00f6r\u00fclen seviyeyi a\u015facak \u015fekilde artmas\u0131.
Bunlara ek olarak \u00e7evrim i\u00e7i kanallar\u0131n teslimat\u0131 geciktirmesi, ‘ye\u015fil g\u00f6z boyama’ su\u00e7lamalar\u0131, ki\u015fisel etkile\u015fimin eksik olmas\u0131, kurumlara y\u00f6nelik genel g\u00fcven kayb\u0131 gibi di\u011fer bir\u00e7ok etken sekt\u00f6r oyuncular\u0131n\u0131n g\u00fcven konusuna odaklanmas\u0131 gerekti\u011fini g\u00f6steriyor.
Rapor kapsam\u0131nda, ankete kat\u0131lan 10 \u00fcst d\u00fczey y\u00f6neticiden 9’u sekt\u00f6r\u00fcn g\u00fcveni elde tutmak i\u00e7in daha \u00e7ok \u00e7al\u0131\u015fmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/p>

\u0130\u015ften Ayr\u0131lmalar\u0131n Ba\u015fl\u0131ca Nedeni, Salg\u0131n D\u00f6neminde T\u00fcm D\u00fcnyada Ba\u015flayan ‘B\u00fcy\u00fck \u0130stifa’ Ak\u0131m\u0131<\/strong>
10 y\u00f6neticiden 8’i, i\u015f g\u00fcc\u00fcnde ya\u015fad\u0131klar\u0131 eksikli\u011fin kaliteyi etkiledi\u011fini, bunun da t\u00fcketici g\u00fcveninin kaybedilmesine neden oldu\u011funu belirtiyor. Yine her 10 y\u00f6neticiden 9’u, \u00e7al\u0131\u015fanlar\u0131n i\u015f yerinde aidiyet duygusu hissetmemeleri halinde i\u015fverenlerine daha az g\u00fcvendiklerini ifade ediyor.
Ara\u015ft\u0131rmaya g\u00f6re, i\u015ften ayr\u0131lmalar\u0131n ba\u015fl\u0131ca nedeni, salg\u0131n d\u00f6neminde t\u00fcm d\u00fcnyada ba\u015flayan ‘b\u00fcy\u00fck istifa’ ak\u0131m\u0131 gibi d\u0131\u015f etkenler (y\u00fczde 65). Bunu \u015firket y\u00f6netiminden memnun olmama gibi i\u00e7 etkenler (y\u00fczde 15) ve di\u011fer sebepler (y\u00fczde 13) takip ediyor.
Ara\u015ft\u0131rmaya g\u00f6re, i\u015ften ayr\u0131lanlar\u0131n y\u00fczde 58\u2019i, 2022\u2019de yeni bir i\u015fe ba\u015flamayacak, y\u00fczde 23\u2019\u00fc 3 ila 6 ay, y\u00fczde 15\u2019i ise 2023 ve sonras\u0131na kadar \u00e7al\u0131\u015fmay\u0131 d\u00fc\u015f\u00fcnm\u00fcyor.<\/p>

Gelecek 10 Y\u0131lda Sekt\u00f6r\u00fc De\u011fi\u015ftirebilecek 5 B\u00fcy\u00fck Fikir<\/strong>
Deloitte, raporun son b\u00f6l\u00fcm\u00fcnde t\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fcnde gelecek 10 y\u0131lda \u00f6nemli rol oynayacak teknolojilere ili\u015fkin \u015funlar\u0131 aktar\u0131yor:
Dijital \u00fcr\u00fcnler: Blok zinciri ve NFT (de\u011fi\u015ftirilemeyen tokenler) gibi teknolojiler rekabet kayna\u011f\u0131 yaratacak \u00f6nemli teknolojiler. T\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fc bunlara uyum sa\u011flamak zorunda.<\/p>

Otomatik sat\u0131n alma: Ara\u015ft\u0131rmaya kat\u0131lan y\u00f6neticilerin y\u00fczde 77\u2019si t\u00fcketicilerin 10 y\u0131l i\u00e7inde h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnlerini otomatik olarak yenileyece\u011fini d\u00fc\u015f\u00fcn\u00fcyor. Bu durumda \u015firketler t\u00fcketiciyi yapay zek\u00e2 ara\u00e7lar\u0131yla do\u011frudan etkile\u015fime ge\u00e7irerek DTC kanallar\u0131 ile perakende sat\u0131\u015f yapmay\u0131 durdurabilir ya da daha \u2018ideal\u2019 kararlar alan yapay zek\u00e2 ara\u00e7lar\u0131yla t\u00fcketiciye kendi tekliflerini sunabilir.<\/p>

Ortamsal programlama: \u015eirketler t\u00fcketicilerin kendilerine g\u00fcvenmelerinin bir yolunu bulabilirse pazarlama anlay\u0131\u015f\u0131n\u0131 tamamen de\u011fi\u015ftirebilir. Y\u00f6neticilerin y\u00fczde 61\u2019i pazarlaman\u0131n gelecek 10 y\u0131lda tamamen dijital olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor.<\/p>

Teknolojik imalat: Daha k\u0131sa tedarik zincirlerinin yan\u0131 s\u0131ra 3D yaz\u0131c\u0131lar gibi eklemeli imalat teknolojilerine olan ilginin artmas\u0131 \u00fcretimi t\u00fcketicilere daha yak\u0131n hale getirebilir.
Bu, \u00f6zel \u00fcr\u00fcnler ve t\u00fcketicilerle birlikte \u00fcr\u00fcn olu\u015fturma imk\u00e2n\u0131 sa\u011flar.<\/p>

T\u00fcketim sonras\u0131: Baz\u0131 t\u00fcketiciler daha \u00e7ok s\u00fcrd\u00fcr\u00fclebilirli\u011fe dayal\u0131 sat\u0131n alma kararlar\u0131 alacaklar. H\u00fck\u00fcmetler bu durumda yeni s\u00fcrd\u00fcr\u00fclebilirlik d\u00fczenlemeleriyle ekonomiye m\u00fcdahale edebilir. Tercihen, ko\u015fullara dayal\u0131 olarak veya zorlama ile daha az t\u00fcketime y\u00f6n verilebilir.<\/p>

Barbaros Ye\u015fin: \u201cY\u00f6neticiler \u00f6n\u00fcm\u00fczdeki 5 y\u0131ll\u0131k planlar\u0131nda \u015feffafl\u0131k, dijital etkile\u015fim ve i\u015fin gelece\u011fine yat\u0131r\u0131m yap\u0131lmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor\u201d<\/strong>
A\u00e7\u0131klamada g\u00f6r\u00fc\u015flerine yer verilen Deloitte T\u00fcrkiye T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r Lideri Barbaros Ye\u015fin, 2022\u2019de t\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fcne bak\u0131ld\u0131\u011f\u0131nda, sekt\u00f6r\u00fcn \u00f6n\u00fcndeki ba\u015fl\u0131ca zorluklar\u0131, tedarik zinciri sorunu, enflasyon bask\u0131s\u0131, artan maliyetler ile i\u015f g\u00fcc\u00fc bulma ve koruma olarak g\u00f6rd\u00fcklerini belirterek, \u015funlar\u0131 kaydetti: \u201cNihai t\u00fcketicilerde de stoklar\u0131n t\u00fckenmesinde kar\u015f\u0131la\u015ft\u0131\u011f\u0131 rahats\u0131zl\u0131k, i\u015f g\u00fcc\u00fc eksikli\u011fi sebebiyle ortaya \u00e7\u0131kan kalite sorunu ve fiyatlar\u0131n makul seviyede artmayaca\u011f\u0131na ili\u015fkin tedirginlik \u00f6n plana \u00e7\u0131k\u0131yor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re t\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fcndeki \u00fcst d\u00fczey y\u00f6neticiler \u00f6n\u00fcm\u00fczdeki 5 y\u0131ll\u0131k planlar\u0131nda \u015feffafl\u0131k, dijital etkile\u015fim ve i\u015fin gelece\u011fine yat\u0131r\u0131m yap\u0131lmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor, bu yat\u0131r\u0131mlar\u0131n do\u011frudan karl\u0131l\u0131\u011fa ve verimlili\u011fe etkisi olaca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcyorlar.\u201d<\/p>

Raporun tamam\u0131 i\u00e7in t\u0131klay\u0131n\u0131z: 2022 T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r G\u00f6r\u00fcn\u00fcm\u00fc<\/a><\/p>\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":"

Deloitte\u2019un haz\u0131rlad\u0131\u011f\u0131 T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r G\u00f6r\u00fcn\u00fcm\u00fc Raporu’na g\u00f6re, t\u00fcketici \u00fcr\u00fcnleri sekt\u00f6r\u00fcn\u00fcn y\u00f6neticileri 2022\u2019de t\u00fcketici g\u00fcvenini korumak i\u00e7in daha fazla \u00e7al\u0131\u015f\u0131lmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor. Deloitte\u2019un haz\u0131rlad\u0131\u011f\u0131 T\u00fcketici \u00dcr\u00fcnleri Sekt\u00f6r G\u00f6r\u00fcn\u00fcm\u00fc Raporu yay\u0131nland\u0131. Ara\u015ft\u0131rma, Kas\u0131m 2021\u2019de, \u00e7o\u011funlu\u011fu 1 milyar dolar\u0131n \u00fczerinde gelire sahip olan, yiyecek i\u00e7ecek, ev e\u015fyalar\u0131, ki\u015fisel bak\u0131m ve giyim \u015firketlerinde \u00e7al\u0131\u015fan 100 \u00fcst d\u00fczey y\u00f6neticinin […]<\/p>\n","protected":false},"author":2,"featured_media":2418,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2417","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\/2417","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=2417"}],"version-history":[{"count":4,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2417\/revisions"}],"predecessor-version":[{"id":2422,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2417\/revisions\/2422"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2418"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2417"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2417"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2417"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}