{"id":2620,"date":"2022-06-22T11:59:58","date_gmt":"2022-06-22T11:59:58","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=2620"},"modified":"2022-06-22T12:05:36","modified_gmt":"2022-06-22T12:05:36","slug":"turkiye-cok-kanalli-alisveriste-avrupanin-en-iyi-gelisme-gosteren-ulkesi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=2620","title":{"rendered":"T\u00fcrkiye \u00c7ok Kanall\u0131 Al\u0131\u015fveri\u015fte Avrupa’n\u0131n En \u0130yi Geli\u015fme G\u00f6steren \u00dclkesi"},"content":{"rendered":"\t\t
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Google pandemi sonras\u0131 de\u011fi\u015fen perakende ve t\u00fcketici d\u00fcnyas\u0131n\u0131n g\u00fcncel durumunu incelemek amac\u0131yla \u00c7ok Kanall\u0131 Perakende Ara\u015ft\u0131rmas\u0131 ger\u00e7ekle\u015ftirdi. \u00c7ok kanall\u0131 al\u0131\u015fveri\u015fin hacmini ve geli\u015fme h\u0131z\u0131n\u0131, T\u00fcrkiye\u2019nin Avrupa\u2019ya k\u0131yasla nerede yer ald\u0131\u011f\u0131n\u0131, \u00e7ok kanall\u0131 al\u0131\u015fveri\u015fin kullan\u0131c\u0131lar\u0131n memnuniyetine etkisini analiz eden ara\u015ft\u0131rma, perakendecilere fayda sa\u011flayacak \u00f6nemli istatistik ve i\u00e7g\u00f6r\u00fcler sunuyor.<\/strong><\/p>

Pandeminin etkilerini yitirmesiyle birlikte al\u0131\u015fveri\u015f trendlerinin merkezine \u00e7ok kanall\u0131 al\u0131\u015fveri\u015f konsepti yerle\u015fti. Ancak t\u00fcm d\u00fcnyada yava\u015f yava\u015f geli\u015fmeye ba\u015flayan bu trendin kullan\u0131c\u0131lar \u00fczerindeki etkisi ve talepleri yeni yeni \u015fekillenmeye ba\u015flad\u0131. Google da bu alanda sekt\u00f6re destek olacak bir ara\u015ft\u0131rma ger\u00e7ekle\u015ftirdi.
Almanya, Hollanda, Bel\u00e7ika, T\u00fcrkiye, Norve\u00e7, \u0130sve\u00e7, Danimarka ve Finlandiya\u2019dan olu\u015fan 8 \u00fclkeden ve 137 perakendecinin de\u011ferlendirilmesiyle ger\u00e7ekle\u015ftirilen \u00c7ok Kanall\u0131 Perakende Ara\u015ft\u0131rmas\u0131; t\u00fcketicilerin nas\u0131l al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131n\u0131, ma\u011faza ve \u00e7evrimi\u00e7i kanallardan al\u0131\u015fveri\u015f yaparken onlar i\u00e7in neyin \u00f6nemli oldu\u011funu anlamak amac\u0131yla ger\u00e7ekle\u015ftirildi. Ara\u015ft\u0131rma kapsam\u0131nda \u00e7ok kanall\u0131 m\u00fc\u015fteri deneyimi mobil \u00f6ncelikli bir yakla\u015f\u0131mla incelendi ve sat\u0131n alma ve iade de dahil olmak \u00fczere \u00e7evrimi\u00e7i, sipari\u015f kar\u015f\u0131lama, m\u00fc\u015fteri hizmetleri ve ma\u011faza i\u00e7i deneyimleri de\u011ferlendirildi.<\/p>

\u201cKullan\u0131c\u0131lar\u0131m\u0131z\u0131 Do\u011fru Bilgiyle Bulu\u015fturmaya Devam Edece\u011fiz\u201d<\/strong>
Google T\u00fcrkiye Perakende ve Teknoloji Sekt\u00f6r Lideri Alpagut \u00c7ilingir ara\u015ft\u0131rmayla ilgili \u015fu a\u00e7\u0131klamalarda bulundu: \u201cSon birka\u00e7 y\u0131ld\u0131r, t\u00fcm d\u00fcnyan\u0131n i\u00e7erisinde oldu\u011fu d\u00f6n\u00fc\u015f\u00fcm r\u00fczg\u00e2r\u0131 t\u00fcketici al\u0131\u015fkanl\u0131klar\u0131n\u0131 da d\u00f6n\u00fc\u015ft\u00fcrd\u00fc. \u00d6ncelikle pandemiyle birlikte e-ticaretin h\u0131zla y\u00fckseli\u015fine tan\u0131k olurken, \u015fimdi \u00e7ok kanall\u0131 al\u0131\u015fveri\u015fin y\u00fckseli\u015fe ge\u00e7ti\u011fini g\u00f6zlemliyoruz. Bu y\u00fczden, Google olarak T\u00fcrkiye ekonomisi ve perakende ekosistemine sa\u011flad\u0131\u011f\u0131m\u0131z katk\u0131lara bir yenisini daha ekleyerek \u00f6nemli bir ara\u015ft\u0131rmaya imza atmak istedik. D\u00fcnyada t\u00fcketicinin \u00e7ok kanall\u0131 sat\u0131n alma yolculu\u011fundaki beklentilerini anlamak ve farkl\u0131 \u00fclkelerdeki perakendecilerin bu beklentileri ne kadar kar\u015f\u0131lad\u0131klar\u0131 konusunu analiz etti\u011fimiz bu ara\u015ft\u0131rman\u0131n ilkini T\u00fcrkiye\u2019de 2019\u2019da ger\u00e7ekle\u015ftirmi\u015ftik. \u0130ki ara\u015ft\u0131rmam\u0131z aras\u0131ndaki d\u00f6n\u00fc\u015f\u00fcm olduk\u00e7a \u00f6nemli. Pandemi \u00f6ncesi ma\u011faza ve online deneyimler birbirinden \u00e7ok daha kopukken, pandemi ile beraber T\u00fcrk markalar\u0131 t\u00fcketici deneyimini online ve offline kanallar\u0131nda sunmaya ba\u015flad\u0131lar. Ger\u00e7ekle\u015ftirdi\u011fimiz ara\u015ft\u0131rman\u0131n sekt\u00f6re fayda sa\u011flayaca\u011f\u0131n\u0131 umarak, do\u011fru bilgiyle kullan\u0131c\u0131lar\u0131m\u0131z\u0131 bulu\u015fturmak \u00fczere \u00e7al\u0131\u015fmalar\u0131m\u0131za devam edece\u011fiz.\u201d<\/p>

T\u00fcketiciler Al\u0131\u015fveri\u015f Yolculu\u011funa \u00c7evrimi\u00e7i Ba\u015fl\u0131yor<\/strong>
\u00c7ok kanall\u0131 al\u0131\u015fveri\u015f, t\u00fcketicilerin daha iyi sat\u0131n alma kararlar\u0131 vermesini sa\u011flamak i\u00e7in en iyi perakende ve online \u00fcr\u00fcnlerini bir araya getiriyor, bu y\u00fczden al\u0131\u015fveri\u015f yapanlar\u0131n y\u00fczde 62\u2019si \u00e7ok kanall\u0131 al\u0131\u015fveri\u015fi tercih ediyor. Ara\u015ft\u0131rma g\u00f6steriyor ki T\u00fcrkiye\u2019deki t\u00fcketicilerin %91\u2019i ma\u011fazada al\u0131\u015fveri\u015f yapmadan \u00f6nce de online olarak ara\u015ft\u0131rma yap\u0131yor; al\u0131\u015fveri\u015f yolculu\u011funa online olarak ba\u015fl\u0131yor. Yine ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re t\u00fcketiciler neden belirli bir kanaldan al\u0131\u015fveri\u015fi tercih ettiklerini \u015fu cevaplarla a\u00e7\u0131kl\u0131yorlar: \u00c7evrimi\u00e7i sat\u0131n almay\u0131 tercih eden t\u00fcketiciler, \u00fcr\u00fcn incelemelerini okuyabilirim (%79), \u00f6deme \u015feklim konusunda daha esnek olabilirim, se\u00e7mek ve sat\u0131n almak \u00e7ok kolay (%78) \u015feklinde cevap verirken, sadece ma\u011fazay\u0131 tercih eden t\u00fcketiciler, \u00fcr\u00fcnlere g\u00f6z atmak ve se\u00e7mek daha kolay (%87), sat\u0131n almadan \u00f6nce bir \u015feyleri g\u00f6rebilir ve dokunabilirim (%79) \u015feklinde yan\u0131t verdi.<\/p>

G\u00fcncel Stok Bilgisi \u00c7ok \u00d6nemli<\/strong>
Daha \u00e7ok tercih edilen (%62) \u00e7ok kanall\u0131 m\u00fc\u015fteri deneyiminin de baz\u0131 temel unsurlar\u0131 var. Al\u0131\u015fveri\u015f yapanlar\u0131n %68\u2019i perakendecilerin web sitelerinde arad\u0131klar\u0131 \u00fcr\u00fcn\u00fcn bulunabilirli\u011fini g\u00f6rmek istiyor. Kat\u0131l\u0131mc\u0131lar\u0131n %42\u2019si web sitesinde g\u00fcncel stok bilgisinin bulunmas\u0131n\u0131n \u00e7ok \u00f6nemli oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyor. Ayr\u0131ca t\u00fcketiciler Google profillerinin de do\u011fru oldu\u011fundan ve web sitesindeki bilgilerle \u00f6rt\u00fc\u015ft\u00fc\u011f\u00fcnden emin olmak istiyorlar.<\/p>

T\u00fcrkiye \u00c7ok Kanall\u0131 Al\u0131\u015fveri\u015fte B\u00fcy\u00fcmeye Devam Ediyor<\/strong>
\u0130lki 2019 y\u0131l\u0131nda ger\u00e7ekle\u015fen \u00c7ok Kanall\u0131 Perakende Ara\u015ft\u0131rmas\u0131\u2019n\u0131n bu y\u0131l kriterleri s\u0131k\u0131la\u015fm\u0131\u015f olmas\u0131na ra\u011fmen T\u00fcrkiye, 2019\u2019a g\u00f6re b\u00fcy\u00fcme kat ederek skorlar\u0131n\u0131 artt\u0131rd\u0131. \u00d6zellikle sipari\u015f sonras\u0131 ileti\u015fim, \u00e7evrimi\u00e7i kanallar\u0131n ma\u011fazada tan\u0131t\u0131lmas\u0131 ve \u00fccretsiz teslimat ve iade konular\u0131nda Avrupa standartlar\u0131n\u0131n \u00fczerine \u00e7\u0131kmay\u0131 ba\u015fard\u0131. Ara\u015ft\u0131rma kapsam\u0131nda T\u00fcrkiye’de incelenen t\u00fcm perakendeciler, sipari\u015f onaylar\u0131n\u0131 hemen ve se\u00e7ilenle uygun tutarl\u0131 bir \u015fekilde g\u00f6nderdi. T\u00fcrkiye\u2019deki perakendecilerin %36’s\u0131 \u00e7evrimi\u00e7i hizmetlerini tan\u0131tma konusunda tam puan al\u0131rken, %43’\u00fc yar\u0131m puan ald\u0131.
Perakendecilerin %86’s\u0131 \u00fccretsiz teslimat se\u00e7eneklerinin bir \u00e7e\u015fidini sunarken, %71’i \u00fccretsiz ve kolay iade hizmeti sundu. Bunun yan\u0131 s\u0131ra T\u00fcrkiye, baz\u0131 sekt\u00f6rlerde ma\u011faza i\u00e7i stok kontrol\u00fc, e-faturalar ve bunlar\u0131n farkl\u0131 kanallarda kullan\u0131m\u0131 alanlar\u0131nda da \u00f6n plana \u00e7\u0131kmay\u0131 ba\u015fard\u0131.<\/p>

Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re t\u00fcketiciler, T\u00fcrkiye\u2019deki perakende sekt\u00f6r\u00fcn\u00fcn baz\u0131 konulara daha fazla yo\u011funla\u015fmas\u0131n\u0131 talep ediyor. Bu konular\u0131n ba\u015f\u0131nda ma\u011fazadan teslim al hizmeti, telefon deste\u011fi, \u00e7oklu kanal temelli hediye \u00e7ekleri yer al\u0131rken, sat\u0131n alma deneyimi \u00f6ncesinde ke\u015fif ve karar a\u015famas\u0131ndayken \u00fcr\u00fcn, stok, teslimat, iade gibi bilgilerin proaktif olarak t\u00fcketici ile payla\u015f\u0131lmas\u0131 da t\u00fcketicinin a\u011f\u0131rl\u0131k verilmesini istedi\u011fi alanlar olarak dikkat \u00e7ekiyor.<\/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":"

Google pandemi sonras\u0131 de\u011fi\u015fen perakende ve t\u00fcketici d\u00fcnyas\u0131n\u0131n g\u00fcncel durumunu incelemek amac\u0131yla \u00c7ok Kanall\u0131 Perakende Ara\u015ft\u0131rmas\u0131 ger\u00e7ekle\u015ftirdi. \u00c7ok kanall\u0131 al\u0131\u015fveri\u015fin hacmini ve geli\u015fme h\u0131z\u0131n\u0131, T\u00fcrkiye\u2019nin Avrupa\u2019ya k\u0131yasla nerede yer ald\u0131\u011f\u0131n\u0131, \u00e7ok kanall\u0131 al\u0131\u015fveri\u015fin kullan\u0131c\u0131lar\u0131n memnuniyetine etkisini analiz eden ara\u015ft\u0131rma, perakendecilere fayda sa\u011flayacak \u00f6nemli istatistik ve i\u00e7g\u00f6r\u00fcler sunuyor. Pandeminin etkilerini yitirmesiyle birlikte al\u0131\u015fveri\u015f trendlerinin merkezine \u00e7ok […]<\/p>\n","protected":false},"author":2,"featured_media":2621,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-2620","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\/2620","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=2620"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2620\/revisions"}],"predecessor-version":[{"id":2626,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/2620\/revisions\/2626"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/2621"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}