{"id":168059,"date":"2019-08-10T19:01:23","date_gmt":"2019-08-10T18:01:23","guid":{"rendered":"http:\/\/zakrasnejsivimperk.cz\/?p=168059"},"modified":"2019-08-10T19:06:14","modified_gmt":"2019-08-10T18:06:14","slug":"pruzkum-gfk-czech-slevove-akce-jsou-fenomen-ceskeho-trhu-i-v-dobe-ekonomickeho-rustu","status":"publish","type":"post","link":"https:\/\/zakrasnejsivimperk.cz\/?p=168059","title":{"rendered":"PR\u016eZKUM GFK CZECH: Slevov\u00e9 akce jsou fenom\u00e9n \u010desk\u00e9ho trhu, a to i nyn\u00ed v dob\u011b ekonomick\u00e9ho r\u016fstu"},"content":{"rendered":"

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Nov\u00e1 studie GfK Promotion Triggers 2019, kterou vyd\u00e1v\u00e1 spole\u010dnost GfK Czech, sleduje \u00fa\u010dinnost r\u016fzn\u00fdch zdroj\u016f informac\u00ed o akc\u00edch a slev\u00e1ch rychloobr\u00e1tkov\u00e9ho zbo\u017e\u00ed (potraviny, drogerie a kosmetika), kter\u00e9 na \u010desk\u00e9 z\u00e1kazn\u00edky p\u016fsob\u00ed mimo prodejnu. Podle v\u00fdsledk\u016f studie GfK Promotion Triggers 2019 m\u00e1 takov\u00e9to informace pravideln\u011b k dispozici 87 % \u010desk\u00fdch z\u00e1kazn\u00edk\u016f. Nej\u010dast\u011bji maj\u00ed z\u00e1kazn\u00edci informace o slev\u00e1ch \u0159et\u011bzc\u016f Lidl (57 % \u010desk\u00fdch z\u00e1kazn\u00edk\u016f), Kaufland (56%) a Penny Market (49 %).<\/h6>\n

Akce d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e pohodlnost<\/strong><\/p>\n

U\u017e del\u0161\u00ed \u010das se ukazuje, \u017ee dobr\u00e9 ekonomick\u00e9 \u010dasy, kter\u00e9 \u010desk\u00fd trh za\u017e\u00edv\u00e1, hlad po slev\u00e1ch a akc\u00edch nesn\u00ed\u017e\u00ed. Naopak, \u010cesk\u00e1 republika v\u00a0tomto oboru z\u016fst\u00e1v\u00e1 evropsk\u00fdm \u0161ampionem. Proto se spole\u010dnost GfK Czech v\u011bnuje v\u00a0aktu\u00e1ln\u00edm v\u00fdzkumu\u00a0Promotion Triggers 2019\u00a0tomuto fenom\u00e9nu detailn\u011b: m\u011bn\u00ed se komunika\u010dn\u00ed kan\u00e1ly pro akce v \u201edob\u011b digit\u00e1ln\u00ed\u201c? Je akce jen \u201evstupenkou\u201c do obchodu, kter\u00fd beztak nav\u0161t\u011bvujeme, nebo d\u00e1l devastuje v\u011brnost z\u00e1kazn\u00edk\u016f? Jak\u00e9 prodejny ve srovn\u00e1n\u00ed v\u00edt\u011bz\u00ed? A jak\u00e9 zbo\u017e\u00ed v\u00a0let\u00e1ku p\u0159it\u00e1hne nejv\u00edc z\u00e1kazn\u00edk\u016f, kdy\u017e jsou prodejny potravin prakticky na ka\u017ed\u00e9m rohu?<\/p>\n

Akce jsou tak silnou motivac\u00ed k\u00a0n\u00e1kupu, \u017ee z\u00e1kazn\u00edci nejen b\u011b\u017en\u011b st\u0159\u00eddaj\u00ed prodejny, ale snadno opust\u00ed i tu, kterou vid\u00ed jako svou \u201ehlavn\u00ed\u201c, kde utrat\u00ed nejv\u00edc pen\u011bz. Kdy\u017e se pod\u00edv\u00e1me na n\u00e1kupy, u kter\u00fdch se z\u00e1kazn\u00edci rozhodovali podle akce, tak jen asi 1\/3 sm\u011b\u0159ovala do sv\u00e9 \u201ehlavn\u00ed\u201c prodejny. Dv\u011b t\u0159etiny ak\u010dn\u00edch n\u00e1kup\u016f tedy ud\u011bl\u00e1me jinde, ne\u017e ve sv\u00e9 hlavn\u00ed prodejn\u011b. Hlavn\u00ed prodejna je v\u011bt\u0161inou vyb\u00edran\u00e1 tak, abychom s\u00a0n\u00ed byli nejen spokojeni, ale hlavn\u011b ji m\u011bli bl\u00edzko. Akce tedy dok\u00e1\u017e\u00ed p\u0159irozenou pohodlnost snadno p\u0159ekonat. Samoz\u0159ejm\u011b jsou v\u00a0tom n\u011bkter\u00e9 \u0159et\u011bzce \u00fasp\u011b\u0161n\u011bj\u0161\u00ed, jin\u00e9 m\u00e9n\u011b \u00fasp\u011b\u0161n\u00e9. Ale ani jednomu se nepoda\u0159ilo z\u00edskat od \u201esv\u00fdch\u201c z\u00e1kazn\u00edk\u016f v\u00edc, ne\u017e 50% ak\u010dn\u00edch n\u00e1kup\u016f \u2013 v\u011bt\u0161ina tedy v\u017edy sm\u011b\u0159ovala jinam.<\/p>\n

Informace o akc\u00edch v\u00a0dob\u011b digit\u00e1ln\u00ed<\/strong><\/p>\n

Sou\u010dasn\u00fd z\u00e1kazn\u00edk je zahlcen\u00fd informacemi. Obchodn\u00edk proto m\u016f\u017ee do akce vybrat atraktivn\u00ed zbo\u017e\u00ed a d\u00e1t vynikaj\u00edc\u00ed slevu \u2013 p\u0159esto se m\u016f\u017ee akce minout \u00fa\u010dinkem, proto\u017ee si j\u00ed nakupuj\u00edc\u00ed dost nev\u0161imnou. V\u00fdzkum Promotion Triggers 2019 se proto detailn\u011b zab\u00fdval komunika\u010dn\u00edmi kan\u00e1ly pro slevov\u00e9 akce v\u00a0rychloobr\u00e1tkov\u00e9m zbo\u017e\u00ed. Jasn\u011b p\u0159eva\u017euj\u00edc\u00edm zdrojem informac\u00ed je pro nakupuj\u00edc\u00ed st\u00e1le pap\u00edrov\u00fd let\u00e1k rozn\u00e1\u0161en\u00fd do dom\u016f a schr\u00e1nek. Je ale jasn\u011b vid\u011bt, jak postupn\u011b s\u00edl\u00ed digit\u00e1ln\u00ed kan\u00e1ly. V\u00fdhradn\u011b \u201eklasick\u00e9\u201c zdroje informac\u00ed (tj. hlavn\u011b let\u00e1k nebo reklamu v\u00a0TV) v\u0161ak vyu\u017e\u00edv\u00e1 jen 31% nakupuj\u00edc\u00edch. Na druh\u00e9 stran\u011b, \u201ev\u00fdhradn\u011b digit\u00e1ln\u00edch\u201c ak\u010dn\u00edch z\u00e1kazn\u00edk\u016f je pouze 8%. Relativn\u00ed v\u011bt\u0161ina (47%) vyu\u017e\u00edv\u00e1 a kombinuje r\u016fzn\u00e9 informa\u010dn\u00ed kan\u00e1ly. I samotn\u00e9 digit\u00e1ln\u00ed informa\u010dn\u00ed zdroje se d\u011bl\u00ed na \u0159adu r\u016fzn\u00fdch kan\u00e1l\u016f (e-mailing, www str\u00e1nky \u0159et\u011bzc\u016f, aplikace pro telefony, www let\u00e1kov\u00e9 vyhled\u00e1va\u010de atd.). Pro \u00fasp\u011b\u0161nou ak\u010dn\u00ed strategii je tedy dnes ji\u017e nezbytn\u00e9 rozumn\u00fdm zp\u016fsobem pokr\u00fdt aspo\u0148 ty hlavn\u00ed informa\u010dn\u00ed zdroje vyu\u017e\u00edvan\u00e9 pro n\u00e1kup v\u00a0akci, aby byly informace pro z\u00e1kazn\u00edka v\u00a0pravou chv\u00edli. Dopad na n\u00e1kupy je toti\u017e zcela z\u00e1sadn\u00ed, co\u017e je vid\u011bt i z\u00a0toho, jak velk\u00e9 rozd\u00edly mezi jednotliv\u00fdmi \u0159et\u011bzci jsou.<\/p>\n

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O studii GfK Promotion Triggers 2019<\/strong><\/p>\n

Voln\u011b prodejn\u00e1 studie GfK Promotion Triggers 2019 sleduje \u00fa\u010dinnost r\u016fzn\u00fdch zdroj\u016f informac\u00ed o akc\u00edch a slev\u00e1ch, kter\u00e9 na z\u00e1kazn\u00edk\u016f p\u016fsob\u00ed mimo prodejnu. Studie monitoruje \u0159adu jak klasick\u00fdch, tak elektronick\u00fdch zdroj\u016f, jakou jsou nap\u0159. pap\u00edrov\u00e9 a elektronick\u00e9 let\u00e1ky, internetov\u00e9 let\u00e1kov\u00e9 vyhled\u00e1va\u010de, aplikace na mobilu nebo tabletu, e-mailov\u00e9 zpr\u00e1vy a nab\u00eddky \u0159et\u011bzc\u016f, doporu\u010den\u00ed p\u0159\u00edbuzn\u00fdch a p\u0159\u00e1tel, reklama. Projekt GfK Promotion Triggers 2019 sleduje 40 kategori\u00ed rychloobr\u00e1tkov\u00e9ho zbo\u017e\u00ed a nejv\u00fdznamn\u011bj\u0161\u00ed maloobchodn\u00ed \u0159et\u011bzce nab\u00edzej\u00edc\u00edch toto zbo\u017e\u00ed.<\/p>\n

Metodika sb\u011bru dat: kvantitativn\u00ed pr\u016fzkum na reprezentativn\u00edm vzorku 1 750 respondent\u016f, obyvatel\u00e9 \u010cR ve v\u011bku 18-69 let, kte\u0159\u00ed alespo\u0148 ob\u010das nakupuj\u00ed potraviny nebo drogerii pro svou dom\u00e1cnost<\/p>\n

(tzgfk)<\/strong><\/p>\n

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