{"id":4446,"date":"2026-04-05T20:22:50","date_gmt":"2026-04-05T20:22:50","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=4446"},"modified":"2026-04-05T20:31:49","modified_gmt":"2026-04-05T20:31:49","slug":"perakendenin-gelecegine-isik-tutan-hopi-perakende-raporu-2025-yayinlandi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=4446","title":{"rendered":"Hopi Perakende Raporu 2025: Perakendede Gelece\u011fin Kodlar\u0131"},"content":{"rendered":"\t\t
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Hopi, 2025 y\u0131l\u0131 t\u00fcketici davran\u0131\u015flar\u0131n\u0131 ve perakende sekt\u00f6r\u00fcn\u00fcn de\u011fi\u015fen dinamiklerini mercek alt\u0131na ald\u0131\u011f\u0131 \u2018Hopi Perakende Raporu 2025\u2019i yay\u0131nlad\u0131. 30 farkl\u0131 sekt\u00f6rde 20 milyon kullan\u0131c\u0131n\u0131n verileri ve t\u00fcketici i\u00e7g\u00f6r\u00fcleriyle haz\u0131rlanan rapor, b\u00fcy\u00fcmenin s\u0131n\u0131rl\u0131 kald\u0131\u011f\u0131 bir d\u00f6nemde sad\u0131k m\u00fc\u015fterilerde harcaman\u0131n reel bazda %10 artt\u0131\u011f\u0131n\u0131 ve markas\u0131na ba\u011fl\u0131 m\u00fc\u015fterinin al\u0131\u015fveri\u015ften vazge\u00e7mek yerine perakende harcamalar\u0131n\u0131 daha se\u00e7ici ve planl\u0131 hale getirdi\u011fini g\u00f6steriyor.<\/strong><\/span><\/p>

Boyner Grubu\u2019nun \u2018dijital icad\u0131\u2019 olarak yola \u00e7\u0131kan ve bug\u00fcn T\u00fcrkiye\u2019nin ilk ve tek m\u00fc\u015fteri teknolojileri \u015firketine d\u00f6n\u00fc\u015fen Hopi, perakende sekt\u00f6r\u00fcn\u00fcn gelecek stratejilerine y\u00f6n verecek \u00f6nemli bir \u00e7al\u0131\u015fmaya imza att\u0131. 30 farkl\u0131 sekt\u00f6rden 300\u2019den fazla markan\u0131n ve 20 milyon kullan\u0131c\u0131n\u0131n anl\u0131k verileriyle haz\u0131rlanan \u201cHopi Perakende Raporu 2025\u201d, pazar\u0131n hacim koruma \u00e7abas\u0131n\u0131 ve t\u00fcketicinin de\u011fi\u015fen motivasyonlar\u0131n\u0131 verilerle ortaya koyuyor.<\/p>

Hopi\u2019nin sadakat program\u0131 kimli\u011finin \u00f6tesine ge\u00e7erek bir m\u00fc\u015fteri teknolojileri platformu kurdu\u011funu belirten Hopi CEO\u2019su Elif Ate\u015fok \u015eat\u0131ro\u011flu raporun sekt\u00f6re sundu\u011fu i\u00e7g\u00f6r\u00fclere ili\u015fkin \u015funlar\u0131 s\u00f6yledi: \u201cGe\u00e7ti\u011fimiz y\u0131l ilkini payla\u015ft\u0131\u011f\u0131m\u0131z perakende raporumuzla sekt\u00f6rde yeni bir d\u00f6nem ba\u015flatm\u0131\u015ft\u0131k. Bug\u00fcn geldi\u011fimiz noktada Hopi art\u0131k sadece rakamlar\u0131 raporlayan de\u011fil; m\u00fc\u015fteriyi davran\u0131\u015f\u0131, motivasyonu ve potansiyeliyle anlayan bir \u00f6ng\u00f6r\u00fc mekanizmas\u0131 haline geldi. \u00c7\u00fcnk\u00fc perakendede ba\u015far\u0131 art\u0131k yaln\u0131zca faturan\u0131n toplam\u0131nda de\u011fil, o faturan\u0131n i\u00e7indeki davran\u0131\u015f kodlar\u0131n\u0131 anlayabilmekte yat\u0131yor. Hopi olarak 20 milyon kullan\u0131c\u0131dan elde etti\u011fimiz ger\u00e7ek zamanl\u0131 veri ve i\u00e7g\u00f6r\u00fc g\u00fcc\u00fcm\u00fczle perakendenin de\u011fi\u015fen dinamiklerini anlamaya ve sekt\u00f6rle payla\u015fmaya devam ediyoruz. 2025 y\u0131l\u0131nda Hopi platformunda ger\u00e7ekle\u015fen 54 milyar TL\u2019lik i\u015flem hacmini analiz ederek perakende trendlerini t\u00fcketici davran\u0131\u015f\u0131n\u0131n tam merkezinden okuyabiliyoruz. Amac\u0131m\u0131z, verinin g\u00fcc\u00fcn\u00fcn sahadaki aksiyonu nas\u0131l do\u011frudan sat\u0131\u015fa ve kazanca d\u00f6n\u00fc\u015ft\u00fcrmesini sa\u011flamak.<\/p>

\u201cPerakendede Taktikler De\u011fi\u015fmezse Sonu\u00e7 De\u011fi\u015fmiyor\u201d<\/strong>
Raporun detaylar\u0131n\u0131 ve perakende d\u00fcnyas\u0131ndaki yeni t\u00fcketici kodlar\u0131n\u0131 payla\u015fan Hopi Growth, Data ve Merchant Success\u2019ten Sorumlu Genel M\u00fcd\u00fcr Yard\u0131mc\u0131s\u0131 Mihrican \u00dcnl\u00fc, verinin g\u00fcc\u00fcn\u00fcn art\u0131k sadece toplamakta de\u011fil, onu anlamland\u0131rmakta oldu\u011funu vurgulad\u0131. \u00dcnl\u00fc; \u201c20 milyon kullan\u0131c\u0131m\u0131z\u0131n olu\u015fturdu\u011fu ekosistemde 9,2 milyon m\u00fc\u015fterinin \u00e7oklu sekt\u00f6r davran\u0131\u015f\u0131yla 3500\u2019ten fazla mikro segmente sahibiz. Biz, bu segmentleri analiz ederek markalar\u0131m\u0131za sadece ge\u00e7mi\u015fi de\u011fil, gelece\u011fi de okuyabilecekleri bir perspektif sunuyoruz. Raporda her \u00f6zel g\u00fcne sekt\u00f6r, m\u00fc\u015fteri segmentleri, demografi ve b\u00f6lgesel k\u0131r\u0131l\u0131mlar baz\u0131nda detayl\u0131 \u015fekilde yer verdik. Bu analizler bize \u00e7ok net bir ger\u00e7e\u011fi g\u00f6sterdi: t\u00fcketici art\u0131k \u00e7ok daha bilin\u00e7li ve nokta at\u0131\u015f\u0131 al\u0131\u015fveri\u015f yap\u0131yor. 2025 y\u0131l\u0131nda bir\u00e7ok marka ayn\u0131 kampanya d\u00f6nemleri ve indirim kurgular\u0131yla ilerledi ancak bu yakla\u015f\u0131m art\u0131k ge\u00e7mi\u015f y\u0131llardaki kadar g\u00fc\u00e7l\u00fc sonu\u00e7 \u00fcretmiyor. M\u00fc\u015fteri davran\u0131\u015f\u0131 h\u0131zla de\u011fi\u015firken perakendede kullan\u0131lan taktiklerin b\u00fcy\u00fck \u00f6l\u00e7\u00fcde ayn\u0131 kald\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz. Verilerimiz, 11.11 kampanyalar\u0131n\u0131n etkisi zay\u0131flarken m\u00fc\u015fterinin oda\u011f\u0131n\u0131n giderek Black Friday\u2019e kayd\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Kas\u0131m ay\u0131n\u0131 birden fazla kampanyaya b\u00f6lmek yerine t\u00fcketicinin ger\u00e7ekten bekledi\u011fi g\u00fc\u00e7l\u00fc f\u0131rsat d\u00f6nemine odaklanmak daha etkili bir strateji olacakt\u0131r. 2026 i\u00e7in t\u00fcm bu i\u00e7g\u00f6r\u00fcleri k\u0131lavuz niteli\u011finde incelemenizi ve aksiyonlar\u0131 bu do\u011frultuda olu\u015fturman\u0131z\u0131 tavsiye ediyoruz.\u201d dedi.<\/p>

Al\u0131\u015fveri\u015ften Vazge\u00e7meyen M\u00fc\u015fteri B\u00fct\u00e7esini Yeniden Kurguluyor<\/strong>
2025\u2019te perakende pazar\u0131nda b\u00fcy\u00fcme \u00fcretmek zorla\u015f\u0131rken t\u00fcketici al\u0131\u015fveri\u015ften tamamen vazge\u00e7mek yerine harcama davran\u0131\u015f\u0131n\u0131 yeniden \u015fekillendirdi. Rapora g\u00f6re m\u00fc\u015fteri say\u0131s\u0131 %4, i\u015flem adedi ise %3 geriledi. Sepet ve y\u0131ll\u0131k m\u00fc\u015fteri b\u00fct\u00e7esi nominal olarak artsa da enflasyondan ar\u0131nd\u0131r\u0131ld\u0131\u011f\u0131nda b\u00fcy\u00fcme yaln\u0131zca %6 seviyesinde kald\u0131. Sepetteki \u00fcr\u00fcn adedi ve \u00e7e\u015fitlili\u011finin sabit kalmas\u0131, t\u00fcketicinin daha fazla \u00fcr\u00fcn almak yerine mevcut b\u00fct\u00e7esini daha planl\u0131 ve dikkatli da\u011f\u0131tt\u0131\u011f\u0131n\u0131 g\u00f6steriyor.
Sad\u0131k m\u00fc\u015fterilerde ki\u015fi ba\u015f\u0131 harcaman\u0131n reel olarak %10 artmas\u0131 ise bu segmentin ekonomik zorluklara ra\u011fmen markalar\u0131na olan ba\u011fl\u0131l\u0131\u011f\u0131n\u0131 korudu\u011funu kan\u0131tl\u0131yor. Ge\u00e7ti\u011fimiz y\u0131l sad\u0131k m\u00fc\u015fteri segmentinde b\u00fcy\u00fcme reel bazda %73 olarak g\u00f6r\u00fcl\u00fcrken, 2025 verileri bu kitlenin de ekonomik ko\u015fullara uyum sa\u011flayarak harcamalar\u0131n\u0131 daha kontroll\u00fc y\u00f6netti\u011fini g\u00f6steriyor. Buna ra\u011fmen sad\u0131k m\u00fc\u015fteriler di\u011fer segmentlere g\u00f6re ortalama 4 puan daha y\u00fcksek harcama yapmay\u0131 s\u00fcrd\u00fcrerek pazar\u0131n en diren\u00e7lilerinden biri olmaya devam etti.<\/p>

AVM\u2019lerde Yeni Ger\u00e7ek: Daha Az Ma\u011faza, Daha Odakl\u0131 Ziyaret<\/strong>
2025 verileri t\u00fcketicinin fiziksel al\u0131\u015fveri\u015fte de daha se\u00e7ici davrand\u0131\u011f\u0131n\u0131 g\u00f6steriyor. AVM ziyaret\u00e7i say\u0131s\u0131 bir \u00f6nceki y\u0131la g\u00f6re %13 art\u0131\u015f g\u00f6sterse de girilen ma\u011faza say\u0131s\u0131 %7 geriledi. Buna kar\u015f\u0131l\u0131k AVM\u2019de ge\u00e7irilen s\u00fcre %33 artt\u0131. Bu tablo t\u00fcketicilerin art\u0131k AVM\u2019de \u00e7ok daha uzun zaman ge\u00e7irdi\u011fini ancak nokta at\u0131\u015f\u0131 yaparak ger\u00e7ekten ilgilendi\u011fi markalara odakland\u0131\u011f\u0131n\u0131 ve daha derinlemesine ziyaret etti\u011fini g\u00f6steriyor. Ge\u00e7irilen s\u00fcrenin artmas\u0131nda, yeme-i\u00e7me noktalar\u0131 gibi sosyalle\u015fme alanlar\u0131n\u0131n yan\u0131 s\u0131ra ziyaret edilen ma\u011fazalardaki deneyim s\u00fcresinin uzamas\u0131 da etkili oluyor. T\u00fcketici art\u0131k sadece bak\u0131p ge\u00e7miyor; girdi\u011fi ma\u011fazada daha fazla vakit ge\u00e7irerek markayla ba\u011f kuruyor. Bu da ma\u011faza i\u00e7i deneyimi zenginle\u015ftirecek ve uzun ziyaret s\u00fcresini sat\u0131\u015f d\u00f6n\u00fc\u015f\u00fcm\u00fcne ba\u011flayacak stratejilerin \u00f6nemini ortaya koyuyor.<\/p>

\u00d6zel G\u00fcnler Hala G\u00fc\u00e7l\u00fc Ancak Ayn\u0131 Perakende Taktikleri Art\u0131k Ayn\u0131 Sonucu \u00dcretmiyor<\/strong>
Perakende takviminde yer alan \u00f6zel g\u00fcnlerin etkisi de de\u011fi\u015fmeye ba\u015flad\u0131. 2025 y\u0131l\u0131nda bir\u00e7ok \u00f6zel g\u00fcn, bir \u00f6nceki y\u0131la k\u0131yasla daha d\u00fc\u015f\u00fck performans g\u00f6sterdi. Kurban Bayram\u0131 ve Babalar G\u00fcn\u00fc hala lider d\u00f6nemler olarak zirvede yer alsa da baz\u0131 kampanya d\u00f6nemlerinde belirgin d\u00fc\u015f\u00fc\u015fler dikkat \u00e7ekti. \u00d6zellikle 11.11 kampanyalar\u0131nda 5 puanl\u0131k gerileme g\u00f6r\u00fcl\u00fcrken, Black Friday ve y\u0131lba\u015f\u0131 d\u00f6nemlerinde de bir \u00f6nceki y\u0131la g\u00f6re 2\u20133 puanl\u0131k d\u00fc\u015f\u00fc\u015f ya\u015fand\u0131.
Hopi verileri g\u00f6steriyor ki t\u00fcketici Kas\u0131m f\u0131rsatlar\u0131n\u0131 de\u011ferlendirmek i\u00e7in Black Friday\u2019i bekliyor. Bu nedenle 11.11 kampanyalar\u0131n\u0131n etkisi zay\u0131flamaya ba\u015flad\u0131. Hatta y\u0131lba\u015f\u0131 al\u0131\u015fveri\u015finin bir k\u0131sm\u0131 da Kas\u0131m f\u0131rsatlar\u0131na kay\u0131yor. 2025 verilerine g\u00f6re t\u00fcketicilerin %19\u2019u y\u0131lba\u015f\u0131 hediyelerini Kas\u0131m kampanyalar\u0131nda sat\u0131n ald\u0131.
Bir di\u011fer \u00f6nemli i\u00e7g\u00f6r\u00fc ise kampanya yo\u011funlu\u011funun \u00f6zel g\u00fcnlerin etkisini azaltmaya ba\u015flamas\u0131. 2025 y\u0131l\u0131 perakende markalar\u0131n\u0131n neredeyse her ay b\u00fcy\u00fck indirim kampanyalar\u0131 yapt\u0131\u011f\u0131 bir y\u0131l oldu. Bu durum \u00f6zel g\u00fcnlerin t\u00fcketici g\u00f6z\u00fcndeki de\u011ferini zay\u0131flat\u0131yor. Oysa her ay b\u00fcy\u00fck kampanya yapmak yerine, \u00f6zel g\u00fcnlerin anlam\u0131n\u0131 koruyan ve y\u0131l\u0131n di\u011fer d\u00f6nemlerinde farkl\u0131 m\u00fc\u015fteri segmentlerine y\u00f6nelik hedefli kampanyalar tasarlamak \u00e7ok daha g\u00fc\u00e7l\u00fc sonu\u00e7lar yaratabiliyor.<\/p>

Hopi Anketi: Umutlu \u0130yimserlik Harcama Davran\u0131\u015f\u0131na Ayn\u0131 \u00d6l\u00e7\u00fcde Yans\u0131m\u0131yor<\/strong>
Hopi, 2026 y\u0131l\u0131na ili\u015fkin beklentileri anlamak amac\u0131yla uygulama i\u00e7i anket yetkinli\u011fiyle kullan\u0131c\u0131lar\u0131na do\u011frudan sorular y\u00f6neltti. Ara\u015ft\u0131rma sonu\u00e7lar\u0131, t\u00fcketicilerin yeni y\u0131la psikolojik olarak daha umutlu girdiklerini g\u00f6sterse de bu iyimserli\u011fin harcama davran\u0131\u015f\u0131na ayn\u0131 \u00f6l\u00e7\u00fcde yans\u0131mad\u0131\u011f\u0131n\u0131 ortaya koyuyor. Bu durum, ge\u00e7mi\u015f y\u0131llarda t\u00fcketici g\u00fcveni artt\u0131\u011f\u0131nda harcaman\u0131n da ayn\u0131 h\u0131zla y\u00fckseldi\u011fi d\u00f6nemin de\u011fi\u015fmeye ba\u015flad\u0131\u011f\u0131n\u0131 g\u00f6steriyor.
T\u00fcketiciler al\u0131\u015fveri\u015f kararlar\u0131nda art\u0131k daha sorgulay\u0131c\u0131 bir yakla\u015f\u0131m sergiliyor. \u201cBuna ger\u00e7ekten de\u011fer mi?\u201d, \u201c\u015eimdi almak mant\u0131kl\u0131 m\u0131?\u201d ve \u201cBu f\u0131rsat ger\u00e7ekten avantajl\u0131 m\u0131?\u201d gibi sorular sat\u0131n alma karar\u0131n\u0131n merkezine yerle\u015fmi\u015f durumda.
Ara\u015ft\u0131rma ayr\u0131ca t\u00fcketici psikolojisinin demografiye g\u00f6re \u00f6nemli farkl\u0131l\u0131klar g\u00f6sterdi\u011fini ortaya koyuyor. Kad\u0131n t\u00fcketicilerin %64\u2019\u00fc yeni y\u0131la \u00e7ok daha umutlu baksa da bu motivasyon kontrols\u00fcz bir harcamaya d\u00f6n\u00fc\u015fm\u00fcyor ve kad\u0131nlar b\u00fct\u00e7e y\u00f6netiminde rasyonel kalmaya devam ediyor. Erkek t\u00fcketiciler ise harcama konusunda \u00e7ok daha temkinli ve frene basm\u0131\u015f bir duru\u015f sergiliyor. Bu tablo, 2026\u2019ya girerken t\u00fcketici davran\u0131\u015f\u0131n\u0131 tan\u0131mlayan ana kavram\u0131n \u201cbilin\u00e7li t\u00fcketim\u201d oldu\u011funu g\u00f6steriyor.<\/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":"

Hopi, 2025 y\u0131l\u0131 t\u00fcketici davran\u0131\u015flar\u0131n\u0131 ve perakende sekt\u00f6r\u00fcn\u00fcn de\u011fi\u015fen dinamiklerini mercek alt\u0131na ald\u0131\u011f\u0131 \u2018Hopi Perakende Raporu 2025\u2019i yay\u0131nlad\u0131. 30 farkl\u0131 sekt\u00f6rde 20 milyon kullan\u0131c\u0131n\u0131n verileri ve t\u00fcketici i\u00e7g\u00f6r\u00fcleriyle haz\u0131rlanan rapor, b\u00fcy\u00fcmenin s\u0131n\u0131rl\u0131 kald\u0131\u011f\u0131 bir d\u00f6nemde sad\u0131k m\u00fc\u015fterilerde harcaman\u0131n reel bazda %10 artt\u0131\u011f\u0131n\u0131 ve markas\u0131na ba\u011fl\u0131 m\u00fc\u015fterinin al\u0131\u015fveri\u015ften vazge\u00e7mek yerine perakende harcamalar\u0131n\u0131 daha se\u00e7ici ve planl\u0131 […]<\/p>\n","protected":false},"author":2,"featured_media":4447,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-4446","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\/4446","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=4446"}],"version-history":[{"count":7,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4446\/revisions"}],"predecessor-version":[{"id":4454,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4446\/revisions\/4454"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/4447"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4446"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4446"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}