{"id":855,"date":"2020-07-30T13:35:01","date_gmt":"2020-07-30T13:35:01","guid":{"rendered":"https:\/\/www.kategorimagazaciligi.org\/?p=855"},"modified":"2020-07-30T13:38:20","modified_gmt":"2020-07-30T13:38:20","slug":"perakende-sektorunde-tuketici-davranislarindaki-degisim-kalici-olabilir","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=855","title":{"rendered":"Perakende Sekt\u00f6r\u00fcnde T\u00fcketici Davran\u0131\u015flar\u0131ndaki De\u011fi\u015fim Kal\u0131c\u0131 Olabilir"},"content":{"rendered":"\t\t
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EY-Parthenon ve T\u00fcrkiye Al\u0131\u015fveri\u015f Merkezleri ve Perakendeciler Federasyonu taraf\u0131ndan haz\u0131rlanan Perakende Sekt\u00f6r\u00fc Ara\u015ft\u0131rmas\u0131\u2019n\u0131n sonu\u00e7lar\u0131na g\u00f6re; \u00fcst d\u00fczey y\u00f6neticiler perakende sekt\u00f6r\u00fcn\u00fcn 2020 y\u0131l\u0131nda ortalama %30 daralaca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcyor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131 perakende sekt\u00f6r\u00fc y\u00f6neticilerinin pandeminin etkisiyle t\u00fcketici davran\u0131\u015flar\u0131nda en \u00e7ok konum ve kanala y\u00f6nelik tercihlerdeki de\u011fi\u015fimlerin kal\u0131c\u0131 olaca\u011f\u0131n\u0131 \u00f6ng\u00f6rd\u00fcklerini ortaya koyuyor. Y\u00f6neticilerin %90\u2019\u0131 dijitale kay\u0131\u015f\u0131n kal\u0131c\u0131 olaca\u011f\u0131n\u0131, yakla\u015f\u0131k %70\u2019i ise ma\u011faza ve AVM\u2019lerdeki hijyen talebinin uzun vadede de devam edece\u011fini ifade ediyor.<\/b><\/p><\/div>

\u00c7ok uluslu strateji dan\u0131\u015fmanl\u0131k \u015firketi EY-Parthenon ve T\u00fcrkiye Al\u0131\u015fveri\u015f Merkezleri ve Perakendeciler Federasyonu (TAMPF) i\u015f birli\u011fiyle ger\u00e7ekle\u015ftirilen Perakende Sekt\u00f6r\u00fc Ara\u015ft\u0131rmas\u0131\u2019n\u0131n sonu\u00e7lar\u0131 a\u00e7\u0131kland\u0131. T\u00fcrkiye\u2019de sekt\u00f6r\u00fcn \u00f6nde gelen \u015firketlerinin \u00fcst d\u00fczey y\u00f6neticileri ile yap\u0131lan anketler sonucu olu\u015fturulan ara\u015ft\u0131rma; sekt\u00f6r\u00fcn Covid-19 salg\u0131n\u0131 \u00f6ncesi performans\u0131 ve salg\u0131n\u0131n ciroya etkileri, normalle\u015fme ve ciro beklentileri, gelecek \u00f6ng\u00f6r\u00fcleri, sekt\u00f6r\u00fc bekleyen riskler ve bu risklere kar\u015f\u0131 al\u0131nmas\u0131 gereken aksiyonlar\u0131 mercek alt\u0131na al\u0131yor. Ara\u015ft\u0131rmaya kat\u0131lan \u015firketlerin faaliyet g\u00f6sterdikleri ana sekt\u00f6rler; restoran (yeme-i\u00e7me), AVM, g\u0131da-d\u0131\u015f\u0131 perakende ve g\u0131da perakendesi\/market sekt\u00f6rlerinden olu\u015fuyor.<\/p>

Yat\u0131r\u0131m Y\u0131l\u0131 2020\u2019de Cirolar Sert D\u00fc\u015ft\u00fc<\/strong>
Ara\u015ft\u0131rma sonu\u00e7lar\u0131na g\u00f6re, 2020 y\u0131l\u0131 T\u00fcrkiye perakende sekt\u00f6r\u00fc i\u00e7in iyi bir sene olaca\u011f\u0131n\u0131n i\u015faretlerini veriyordu ve sekt\u00f6r\u00fcn yakla\u015f\u0131k %81\u2019i salg\u0131ndan \u00f6nce 2020 y\u0131l\u0131 ba\u015f\u0131nda enflasyon oran\u0131nda ya da \u00fczerinde b\u00fcy\u00fcme g\u00f6steriyordu. Ara\u015ft\u0131rmaya kat\u0131lan y\u00f6neticilerin yakla\u015f\u0131k %70\u2019i \u015firketlerinin 2020 y\u0131l\u0131na yeni ma\u011faza a\u00e7arak veya yeni operasyonlara ba\u015flayarak girdiklerini belirtiyor. Ancak salg\u0131n etkilerinin g\u00f6r\u00fclmeye ba\u015flad\u0131\u011f\u0131 Mart ve Nisan aylar\u0131 i\u00e7in y\u00f6neticilerin %84\u2019\u00fc \u015firketlerinde ciro d\u00fc\u015f\u00fc\u015f\u00fc ya\u015fand\u0131\u011f\u0131n\u0131 ve cirolar\u0131n\u0131n ortalama %77 d\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc ifade ediyor.<\/p>

Sekt\u00f6r\u00fcn Ortalama %30 Daralmas\u0131 Bekleniyor<\/strong>
Perakende sekt\u00f6r\u00fc y\u00f6neticilerinin %16\u2019s\u0131 karantina \u00f6nlemlerinin ortadan kalkmas\u0131n\u0131n y\u0131l\u0131n son \u00e7eyrek d\u00f6nemine veya daha ilerisine kalabilece\u011fini \u00f6ng\u00f6r\u00fcyor. Bununla birlikte y\u00f6neticilerin %75\u2019i t\u00fcketici davran\u0131\u015flar\u0131nda normalle\u015fmenin salg\u0131n\u0131n sona ermesinin ard\u0131ndan en az 3 ay sonra ger\u00e7ekle\u015febilece\u011fini d\u00fc\u015f\u00fcn\u00fcyor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131; g\u0131da perakendecileri haricinde t\u00fcm perakendecilerin sekt\u00f6r\u00fcn 2020 i\u00e7erisinde daralaca\u011f\u0131n\u0131 beklediklerini ortaya koyuyor. Y\u00f6neticiler t\u00fcm y\u0131l i\u00e7in sekt\u00f6rdeki daralman\u0131n ortalama %30 seviyesinde ger\u00e7ekle\u015fece\u011fini tahmin ederken, sekt\u00f6rde istihdamdaki daralman\u0131n %17 ile s\u0131n\u0131rl\u0131 kalaca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcyor.<\/p>

Hane Halk\u0131 Harcama Kapasitelerindeki D\u00fc\u015f\u00fc\u015f, Sekt\u00f6r \u0130\u00e7in En B\u00fcy\u00fck Riskler Aras\u0131nda<\/strong>
Perakende sekt\u00f6r\u00fc y\u00f6neticileri; talep ve t\u00fcketici davran\u0131\u015flar\u0131ndaki de\u011fi\u015fimi, finansman ve likidite s\u0131k\u0131nt\u0131lar\u0131n\u0131 ve tedarik zinciri-lojistik sorunlar\u0131n\u0131 gelecek 6-12 ayl\u0131k d\u00f6nemde sekt\u00f6r i\u00e7in y\u00fcksek risk bar\u0131nd\u0131ran alanlar\u0131n ba\u015f\u0131nda g\u00f6r\u00fcyor.
Ara\u015ft\u0131rmaya kat\u0131lan y\u00f6neticilerin %90\u2019\u0131 sekt\u00f6r\u00fc bekleyen en b\u00fcy\u00fck riskler aras\u0131nda makro geli\u015fmeler sebebiyle i\u015fsizlik ve gelir kay\u0131plar\u0131n\u0131n olu\u015fmas\u0131 ve hanelerin harcama kapasitelerinin d\u00fc\u015fmesinin \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131n\u0131 ifade ediyor. Y\u00f6neticilerin %80\u2019inden fazlas\u0131, turizm talebindeki d\u00fc\u015f\u00fckl\u00fc\u011f\u00fcn ve AVM’lerin eski performans\u0131n\u0131 yakalayamamas\u0131n\u0131n da perakende sekt\u00f6r\u00fc i\u00e7in en \u00f6nemli riskler aras\u0131nda yer ald\u0131\u011f\u0131n\u0131 belirtiyor. Bununla birlikte talep ve t\u00fcketici davran\u0131\u015flar\u0131na ili\u015fkin toparlanma h\u0131z\u0131n\u0131n d\u00fc\u015f\u00fck olmas\u0131 y\u00f6neticilerin yakla\u015f\u0131k %70\u2019i taraf\u0131ndan k\u0131sa-orta vadede risk olarak g\u00f6r\u00fcl\u00fcyor.<\/p>

Modern Fiziksel Perakendeden Uzakla\u015f\u0131lmayacak<\/strong>
Ara\u015ft\u0131rma sonu\u00e7lar\u0131 perakende sekt\u00f6r\u00fc y\u00f6neticilerinin pandeminin etkisiyle t\u00fcketici davran\u0131\u015flar\u0131nda en \u00e7ok konum ve kanala y\u00f6nelik tercihlerdeki de\u011fi\u015fimlerin kal\u0131c\u0131 olaca\u011f\u0131n\u0131 \u00f6ng\u00f6rd\u00fcklerini ortaya koyuyor. Y\u00f6neticilerin %90\u2019\u0131 dijitale kay\u0131\u015f\u0131n kal\u0131c\u0131 olaca\u011f\u0131n\u0131, yakla\u015f\u0131k %70\u2019i ise ma\u011faza ve AVM’lerdeki hijyen talebinin uzun vadede de devam edece\u011fini ifade ediyor.
Y\u00f6neticilerin %50\u2019si ise toplu ortamlarda bulunma korkusu ve ev d\u0131\u015f\u0131 t\u00fcketimdeki d\u00fc\u015f\u00fc\u015f\u00fcn kal\u0131c\u0131 olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. Buna kar\u015f\u0131n, ara\u015ft\u0131rmaya kat\u0131lan y\u00f6neticilerin hi\u00e7biri modern fiziksel perakendeden uzakla\u015f\u0131laca\u011f\u0131n\u0131 \u00f6ng\u00f6rm\u00fcyor ve yine b\u00fcy\u00fck \u00e7o\u011funlu\u011fu da evde daha fazla zaman ge\u00e7irmenin kal\u0131c\u0131 olmayaca\u011f\u0131n\u0131 belirtiyor.<\/p>

Y\u00fckselen \u00dc\u00e7 Trend: Deneyim Kaynakl\u0131 Talep, Sa\u011fl\u0131k Bilinci ve Yerellik<\/strong>
T\u00fcrkiye Al\u0131\u015fveri\u015f Merkezleri ve Perakendeciler Federasyonu Y\u00f6netim Kurulu Ba\u015fkan\u0131 Alp \u00d6nder \u00d6zpamuk\u00e7u konu ile ilgili olarak, \u201c\u00dclkemizde Mart ay\u0131ndan itibaren etkisini hissettiren COVID-19 salg\u0131n\u0131ndan en \u00e7ok etkilenen sekt\u00f6rlerden birisi \u015f\u00fcphesiz ki perakende sekt\u00f6r\u00fc oldu. \u0130nsanlar\u0131n evlerinden d\u0131\u015far\u0131 \u00e7\u0131kmamas\u0131 ve zorunlu olmayan al\u0131\u015fveri\u015flerini ertelemeleri sebebiyle, ba\u015fta fiziksel kanallar olmak \u00fczere t\u00fcm perakende sekt\u00f6r\u00fc zorlu bir s\u00fcre\u00e7ten ve d\u00f6n\u00fc\u015f\u00fcmden ge\u00e7iyor. COVID-19 krizinin t\u00fcketici davran\u0131\u015flar\u0131 \u00fczerinde uzun vadeli bir etkisi de olacakt\u0131r ve perakendeciler i\u015f modelleri ve \u00fcr\u00fcnlerini buna g\u00f6re yeniden g\u00f6zden ge\u00e7irmek durumunda kalacak, dijitalle\u015fme t\u00fcm perakendeciler i\u00e7in ka\u00e7\u0131n\u0131lmaz hale gelecektir. \u00d6n\u00fcm\u00fczdeki d\u00f6nemde \u2018deneyim\u2019 kaynakl\u0131 talep, sa\u011fl\u0131k konusunda artan bilin\u00e7 ve yerelli\u011fin \u00f6neminin t\u00fcketiciler aras\u0131nda y\u00fckselen \u00fc\u00e7 trend olarak \u00f6n plana \u00e7\u0131kmas\u0131n\u0131 bekliyoruz\u201d de\u011ferlendirmesini yapt\u0131.<\/p>

Online Kanallar ve M\u00fc\u015fteri Deneyimi Alanlar\u0131nda Yap\u0131sal D\u00f6n\u00fc\u015f\u00fcm Bekleniyor<\/strong>
EY T\u00fcrkiye Strateji ve Kurumsal Finansman B\u00f6l\u00fcm Ba\u015fkan\u0131 \u00d6zge G\u00fcrsoy B\u00fcy\u00fckav\u015far \u015fu de\u011ferlendirmeyi yapt\u0131: \u201cPerakende sekt\u00f6r\u00fc, COVID-19’dan en \u00e7ok etkilenen sekt\u00f6rlerden biri konumunda ve gelecekte tekrar ivme kazanabilmek i\u00e7in yap\u0131sal d\u00f6n\u00fc\u015f\u00fcmler ya\u015famas\u0131 muhtemel g\u00f6r\u00fcn\u00fcyor. Perakendeciler salg\u0131n s\u00fcrecinde devletin sa\u011flad\u0131\u011f\u0131 desteklerden, \u00f6zellikle vergi ertelemeleri ve \u00e7al\u0131\u015fanlarla ilgili \u00f6demeler i\u00e7in aktif bi\u00e7imde yararland\u0131lar. Bununla birlikte perakendecilerin en \u00e7ok talep etti\u011fi destekler ise kira ve fatura destekleri ile esnek \u00e7al\u0131\u015fma yasal d\u00fczenlemesinin yap\u0131lmas\u0131 oldu. Bundan sonras\u0131 i\u00e7in sekt\u00f6rde ya\u015fanan k\u0131sa vadeli operasyonel ve finansal s\u0131k\u0131nt\u0131lar\u0131 online kanallar ve m\u00fc\u015fteri deneyimi y\u00f6n\u00fcnde ya\u015fanacak yap\u0131sal bir d\u00f6n\u00fc\u015f\u00fcm\u00fcn takip edece\u011fini \u00f6ng\u00f6r\u00fcyoruz. Sekt\u00f6r genelinde nakit ak\u0131\u015f\u0131 g\u00fc\u00e7l\u00fc olan, dijital kanal\u0131 salg\u0131n \u00f6ncesinde de iyi kullanan ve sermayesi g\u00fc\u00e7l\u00fc olan \u015firketlerin bu s\u00fcre\u00e7ten en az hasarla \u00e7\u0131kacaklar\u0131n\u0131 \u00f6ng\u00f6r\u00fcyoruz\u201d<\/p>

Likidite S\u0131k\u0131nt\u0131lar\u0131 ve Y\u00fcksek Bor\u00e7luluk, Sekt\u00f6r\u00fc Zorluyor<\/strong>
Sekt\u00f6r y\u00f6neticilerinin s\u0131ras\u0131yla %87’si ve %84’\u00fc taraf\u0131ndan \u00f6ng\u00f6r\u00fclen likidite s\u0131k\u0131nt\u0131lar\u0131 ve y\u00fcksek bor\u00e7luluk, sekt\u00f6r\u00fc bekleyen en b\u00fcy\u00fck riskler aras\u0131nda yer al\u0131yor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131; sekt\u00f6r genelinde nakit ak\u0131\u015flar\u0131n\u0131 y\u00f6netebilmek i\u00e7in en \u00e7ok tercih edilen y\u00f6ntemlerin \u00f6demeleri ertelemek ve finansman konusunda bankalara ba\u015fvurmak oldu\u011funa i\u015faret ediyor. G\u0131da perakendecilerinin ise sekt\u00f6r genelinden farkl\u0131la\u015farak, nakit y\u00f6netimi i\u00e7in \u00fcr\u00fcnlerde indirim, farkl\u0131 \u00fcr\u00fcnler ve kanallar deneme y\u00f6ntemlerini tercih etti\u011fi g\u00f6r\u00fcl\u00fcyor. Y\u00f6neticiler, sekt\u00f6r\u00fc bekleyen riskler aras\u0131nda \u00fc\u00e7\u00fcnc\u00fc s\u0131rada tedarik zinciri ve lojistik ile ilgili sorunlar\u0131n\u0131 dile getiriyorlar.<\/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":"

EY-Parthenon ve T\u00fcrkiye Al\u0131\u015fveri\u015f Merkezleri ve Perakendeciler Federasyonu taraf\u0131ndan haz\u0131rlanan Perakende Sekt\u00f6r\u00fc Ara\u015ft\u0131rmas\u0131\u2019n\u0131n sonu\u00e7lar\u0131na g\u00f6re; \u00fcst d\u00fczey y\u00f6neticiler perakende sekt\u00f6r\u00fcn\u00fcn 2020 y\u0131l\u0131nda ortalama %30 daralaca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcyor. Ara\u015ft\u0131rma sonu\u00e7lar\u0131 perakende sekt\u00f6r\u00fc y\u00f6neticilerinin pandeminin etkisiyle t\u00fcketici davran\u0131\u015flar\u0131nda en \u00e7ok konum ve kanala y\u00f6nelik tercihlerdeki de\u011fi\u015fimlerin kal\u0131c\u0131 olaca\u011f\u0131n\u0131 \u00f6ng\u00f6rd\u00fcklerini ortaya koyuyor. Y\u00f6neticilerin %90\u2019\u0131 dijitale kay\u0131\u015f\u0131n kal\u0131c\u0131 olaca\u011f\u0131n\u0131, yakla\u015f\u0131k […]<\/p>\n","protected":false},"author":1,"featured_media":856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-855","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\/855","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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=855"}],"version-history":[{"count":3,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/855\/revisions"}],"predecessor-version":[{"id":859,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/855\/revisions\/859"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/856"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=855"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=855"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=855"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}