{"id":240394,"date":"2021-11-16T18:32:06","date_gmt":"2021-11-16T17:32:06","guid":{"rendered":"http:\/\/zakrasnejsivimperk.cz\/?p=240394"},"modified":"2021-11-16T18:32:06","modified_gmt":"2021-11-16T17:32:06","slug":"dtest-cerny-patek-aneb-jak-si-obchodnici-hraji-s-cenami-a-slevami","status":"publish","type":"post","link":"https:\/\/zakrasnejsivimperk.cz\/?p=240394","title":{"rendered":"dTest: \u010cern\u00fd p\u00e1tek aneb Jak si obchodn\u00edci hraj\u00ed s cenami a slevami"},"content":{"rendered":"
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Foto: dTest – \u00a9 Rawpixel.com – Fotolia.com<\/figcaption><\/figure>\n

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Sv\u00e1tek slevov\u00e9ho \u010di tak\u00e9 n\u00e1kupn\u00edho \u201e\u0161\u00edlenstv\u00ed\u201c zvan\u00fd Black Friday (\u010cern\u00fd p\u00e1tek) letos p\u0159ipad\u00e1 na 26. listopadu. Jak u\u017e to tak ale n\u011bkdy b\u00fdv\u00e1, nen\u00ed v\u0161echno zlato, co se t\u0159pyt\u00ed. Zd\u00e1nliv\u011b v\u00fdhodn\u00e9 ceny jsou \u010dasto vypo\u010d\u00edt\u00e1v\u00e1ny z v\u00fdrazn\u011b zv\u00fd\u0161en\u00fdch b\u011b\u017en\u00fdch cen, a kone\u010dn\u00e1 \u00faspora tak m\u016f\u017ee b\u00fdt miziv\u00e1. Na co v\u0161e si d\u00e1vat pozor?<\/h6>\n
P\u016fvod Black Friday<\/h6>\n

\"\"Za spojen\u00edm pojmu Black Friday s v\u00fdrazn\u00fdmi slevami je notn\u00e1 d\u00e1vka \u010dern\u00e9ho humoru. V historii, p\u0159edev\u0161\u00edm Spojen\u00fdch st\u00e1t\u016f, je tak ozna\u010dov\u00e1no hned n\u011bkolik p\u00e1tk\u016f, v pr\u016fb\u011bhu kter\u00fdch do\u0161lo k n\u011bjak\u00e9 kalamit\u011b. Prvn\u00edm zaznamenan\u00fdm \u201e\u010cern\u00fdm p\u00e1tkem\u201c byl krach na burze se zlatem ve Spojen\u00fdch st\u00e1tech dne 24. z\u00e1\u0159\u00ed 1869, kter\u00fd byl zap\u0159\u00ed\u010din\u011bn reakc\u00ed administrativy tehdej\u0161\u00edho americk\u00e9ho prezidenta U. S. Granta na spekulace finan\u010dn\u00edk\u016f s n\u00e1rodn\u00ed zlatou rezervou.<\/p>\n

Ve spojen\u00ed se Dnem d\u00edkuvzd\u00e1n\u00ed, kter\u00fd v USA p\u0159ipad\u00e1 v\u017edy na \u010dtvrt\u00fd \u010dtvrtek v listopadu, byl Black Friday poprv\u00e9 pou\u017eit v 50. letech policisty z m\u011bsta Filadelfie jako ozna\u010den\u00ed pro apokalyptickou situaci v ulic\u00edch m\u011bsta, kterou zp\u016fsobovali p\u0159\u00edm\u011bst\u0161t\u00ed nakupuj\u00edc\u00ed a turist\u00e9 chystaj\u00edc\u00ed se na pravideln\u00fd velk\u00fd sobotn\u00ed z\u00e1pas americk\u00e9ho fotbalu. Velkou koncentraci lid\u00ed na mal\u00e9m prostoru prov\u00e1zely rovn\u011b\u017e \u010detn\u00e9 kr\u00e1de\u017ee a dal\u0161\u00ed zlo\u010dinnost. V 80. letech se poda\u0159ilo obchodn\u00edk\u016fm ve Spojen\u00fdch st\u00e1tech negativn\u00ed vn\u00edm\u00e1n\u00ed pojmu p\u0159eklopit do pozitivn\u00edho, a to tak, \u017ee po Dni d\u00edkuvzd\u00e1n\u00ed kone\u010dn\u011b za\u010d\u00edn\u00e1 obdob\u00ed roku, kdy p\u0159ech\u00e1zej\u00ed z \u201e\u010derven\u00fdch \u010d\u00edsel\u201c do \u201e\u010dern\u00fdch\u201c, tedy kone\u010dn\u011b za\u010d\u00ednaj\u00ed vyd\u011bl\u00e1vat.<\/p>\n

Marketingovou snahu nahnat lidi do obchod\u016f co nejd\u0159\u00edve p\u0159ed V\u00e1noci podpo\u0159ili v\u00fdrazn\u00fdmi slevami, \u010d\u00edm\u017e dostal Black Friday soudobou podobu. \u201eN\u00e1silnost\u00ed se tento den v\u0161ak zcela nezbavil \u2013 v roce 2008 nedo\u010dkav\u00ed nakupuj\u00edc\u00ed u\u0161lapali zam\u011bstnance Wal-Martu ve st\u00e1tu New York a k m\u00e9n\u011b \u010di v\u00edce z\u00e1va\u017en\u00fdm zran\u011bn\u00edm doch\u00e1z\u00ed p\u0159i souboj\u00edch o zlevn\u011bn\u00e9 zbo\u017e\u00ed v obchodech v USA ka\u017edoro\u010dn\u011b. Do Evropy se za\u010dal koncept Black Friday p\u0159esouvat a\u017e po roce 2010. V \u010cesk\u00e9 republice se jedn\u00e1 o z\u00e1le\u017eitost p\u0159ev\u00e1\u017en\u011b internetov\u00fdch obchod\u016f,\u201c<\/em> konstatuje Eduarda Hek\u0161ov\u00e1, \u0159editelka spot\u0159ebitelsk\u00e9 organizace dTest.<\/p>\n

Den, nebo dny slev<\/h6>\n

Z p\u016fvodn\u00edho \u00fazk\u00e9ho \u010dasov\u00e9ho zam\u011b\u0159en\u00ed na pouh\u00fd jeden den v roce do\u0161lo k roz\u0161\u00ed\u0159en\u00ed na \u010dty\u0159denn\u00ed nakupovac\u00ed v\u00edkend nebo dokonce cel\u00fd t\u00fdden. Slevov\u00e9 akce se stejn\u00fdm n\u00e1zvem se v \u010desk\u00fdch e-shopech objevuj\u00ed i jindy ne\u017e na konci listopadu, jeliko\u017e obchodn\u00edci se sna\u017e\u00ed k nakupov\u00e1n\u00ed motivovat spot\u0159ebitele po cel\u00fd rok. P\u016fvodn\u00ed v\u00fdznam se tak ji\u017e t\u00e9m\u011b\u0159 zcela vytratil a zbylo jedin\u00e9: prodat co nejv\u011bt\u0161\u00ed mno\u017estv\u00ed zbo\u017e\u00ed.<\/p>\n

N\u011bkter\u00e9 e-shopy maj\u00ed Black Friday u\u017e od za\u010d\u00e1tku listopadu a slevy pou\u0161t\u011bj\u00ed postupn\u011b ve vln\u00e1ch. Jin\u00e9 obchody se zase sna\u017e\u00ed od hlavn\u00ed vlny slev odli\u0161it a nab\u00edzej\u00ed slevy u\u017e v z\u00e1\u0159\u00ed. \u201eZ uveden\u00e9ho je patrn\u00e9, \u017ee se o \u017e\u00e1dn\u00fd \u201esv\u00e1tek nakupov\u00e1n\u00ed\u201c, jak n\u011bkter\u00e9 weby inzeruj\u00ed, nejedn\u00e1. Jde pouze o marketingov\u00e9 vyu\u017e\u00edv\u00e1n\u00ed zn\u00e1m\u00e9ho pojmu podle toho, kdy se to obchodn\u00edk\u016fm hod\u00ed a kdy pot\u0159ebuj\u00ed podpo\u0159it prodeje,\u201c<\/em> uv\u00e1d\u00ed Eduarda Hek\u0161ov\u00e1.<\/p>\n

\u010carov\u00e1n\u00ed se slevami na \u010desk\u00fd zp\u016fsob<\/h6>\n

Obl\u00edbenou technikou nejen tuzemsk\u00fdch e-shop\u016f je nadsadit p\u0159ed slevov\u00fdm obdob\u00edm ceny a z nadsazen\u00fdch pak po\u010d\u00edtat slevy. Z tohoto d\u016fvodu je d\u016fle\u017eit\u00e9 ne\u0159\u00eddit se podle procentu\u00e1ln\u00ed v\u00fd\u0161e slevy, ale podle kone\u010dn\u00e9 ceny za zbo\u017e\u00ed a konkuren\u010dn\u00ed nab\u00eddky navz\u00e1jem porovn\u00e1vat. Bohu\u017eel je nutn\u00e9 si hl\u00eddat tak\u00e9 vypo\u010dtenou cenu po slev\u011b, jeliko\u017e ne v\u017edy v\u00fdpo\u010dty obchodn\u00edk\u016fm sed\u00ed.<\/p>\n

P\u0159edev\u0161\u00edm e-shopy nav\u00edc do slev um\u00eds\u0165uj\u00ed jenom zlomek z celkov\u011b nab\u00edzen\u00e9ho zbo\u017e\u00ed, tak\u017ee zakl\u00ednadlo Black Friday m\u00e1 za \u00fakol spot\u0159ebitele hlavn\u011b do obchodu p\u0159iv\u00e9st. Jakmile e-shop nav\u0161t\u00edv\u00ed, pravd\u011bpodobnost proveden\u00e9ho n\u00e1kupu logicky roste.<\/p>\n

Black Friday edice<\/h6>\n

Dal\u0161\u00ed fintou, jak sn\u00ed\u017eit n\u00e1klady, aby bylo mo\u017en\u00e9 nab\u00eddnout z\u00e1kazn\u00edk\u016fm slevy, je nab\u00edzen\u00ed takzvan\u00fdch Black Friday edic\u00ed. Zbo\u017e\u00ed je inzerov\u00e1no jako standardn\u00ed, ale ve skute\u010dnosti se jedn\u00e1 o balen\u00ed, v n\u011bm\u017e chyb\u00ed p\u0159\u00edslu\u0161enstv\u00ed, kter\u00e9 je jinak s produktem dod\u00e1v\u00e1no b\u011b\u017en\u011b. Mohou tak chyb\u011bt propojovac\u00ed kabely, sluch\u00e1tka nebo baterie.<\/p>\n

Z\u00e1sadn\u00edm probl\u00e9mem v tomto p\u0159\u00edpad\u011b jsou nedostate\u010dn\u00e9 popisky zbo\u017e\u00ed a p\u0159ipojov\u00e1n\u00ed fotek standardn\u00edch balen\u00ed. \u201eSpot\u0159ebitel\u00e9 tak o\u010dek\u00e1vaj\u00ed, \u017ee dostanou v\u0161e, co je na obr\u00e1zku, ale p\u0159i doru\u010den\u00ed a rozbalen\u00ed z\u00e1silky je \u010dek\u00e1 zklam\u00e1n\u00ed. E-shopy se pak paradoxn\u011b mohou zkou\u0161et odvol\u00e1vat na ne\u00fapln\u00fd popis zbo\u017e\u00ed, v n\u011bm\u017e p\u0159\u00edslu\u0161enstv\u00ed nebylo uvedeno, i kdy\u017e na doprovodn\u00e9m obr\u00e1zku bylo,\u201c<\/em> upozor\u0148uje Eduarda Hek\u0161ov\u00e1. A dod\u00e1v\u00e1: \u201eZde ale plat\u00ed, \u017ee vystaven\u00e1 nab\u00eddka je pro obchodn\u00edka z\u00e1vazn\u00e1 a vlastnosti zbo\u017e\u00ed m\u00e1 v\u016f\u010di spot\u0159ebitel\u016fm komunikovat srozumiteln\u011b a jasn\u011b.\u201c<\/em><\/p>\n

Kamenn\u00e9 obchody a Black Friday<\/h6>\n

V kamenn\u00fdch obchodech je nutn\u00e1 obez\u0159etnost jako p\u0159i v\u0161ech slevov\u00fdch obdob\u00edch. Pokud se jedn\u00e1 o vy\u0161\u0161\u00ed slevu \u010di na slev\u011b spot\u0159ebitel\u016fm z\u00e1le\u017e\u00ed, m\u011bli by si zapamatovat \u010di pozna\u010dit cenu na reg\u00e1lu nebo v\u011b\u0161\u00e1ku a p\u0159i markov\u00e1n\u00ed hl\u00eddat cenu, kter\u00e1 se objev\u00ed. Jestli\u017ee je vy\u0161\u0161\u00ed ne\u017e deklarovan\u00e1, je rozumn\u00e9 v\u011bc nekoupit, proto\u017ee zp\u011btn\u00e9 dom\u00e1h\u00e1n\u00ed se vr\u00e1cen\u00ed rozd\u00edlu v cen\u011b je podle zku\u0161enost\u00ed z na\u0161\u00ed poradensk\u00e9 praxe skoro v\u017edy slo\u017eit\u00e9. Pokud prod\u00e1vaj\u00edc\u00ed nebude cht\u00edt zbo\u017e\u00ed za cenu u n\u011bj uvedenou prodat, i p\u0159esto \u017ee je pro n\u011bj nab\u00eddka u vystaven\u00e9ho zbo\u017e\u00ed z\u00e1vazn\u00e1, v\u017edy je mo\u017en\u00e9 koupi neuskute\u010dnit a j\u00edt se poohl\u00e9dnout do solidn\u011bj\u0161\u00edho obchodu.<\/p>\n

Text a foto: dTest<\/strong><\/p>\n

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  Sv\u00e1tek <\/p>\n","protected":false},"author":2,"featured_media":240397,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[87],"tags":[],"jetpack_featured_media_url":"https:\/\/zakrasnejsivimperk.cz\/wp-content\/uploads\/2021\/11\/16\/r\u00e1me\u010dek-\u010dern\u00fd-p\u00e1tek.jpg","_links":{"self":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/240394"}],"collection":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=240394"}],"version-history":[{"count":1,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/240394\/revisions"}],"predecessor-version":[{"id":240396,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/posts\/240394\/revisions\/240396"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=\/wp\/v2\/media\/240397"}],"wp:attachment":[{"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=240394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=240394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zakrasnejsivimperk.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=240394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}