{"id":1833,"date":"2017-01-27T09:47:34","date_gmt":"2017-01-27T07:47:34","guid":{"rendered":"http:\/\/markahikayecisi.com\/?p=1833"},"modified":"2017-01-27T09:49:50","modified_gmt":"2017-01-27T07:49:50","slug":"online-ve-offline-alisverisin-kurallari-yeniden-yaziliyor","status":"publish","type":"post","link":"https:\/\/markahikayecisi.com\/?p=1833","title":{"rendered":"Online Ve Offline Al\u0131\u015fveri\u015fin Kurallar\u0131 Yeniden Yaz\u0131l\u0131yor"},"content":{"rendered":"

K\u0131yafet al\u0131\u015fveri\u015finizi nas\u0131l <\/strong>yap\u0131yorsunuz? \u0130nternetten ara\u015ft\u0131r\u0131p ma\u011fazaya ne istedi\u011finiz bilerek mi gidiyorsunuz \u00f6rne\u011fin? Ya da \u00f6zg\u00fcr bir ruh ile ma\u011fazadan ma\u011fazaya saatler harcayarak dola\u015fmaktan m\u0131 ho\u015flan\u0131yorsunuz? De\u011fi\u015ftirmesi daha kolay diye paketinizi bilgisayarda bir tu\u015fa basarak m\u0131 \u0131smarl\u0131yorsunuz? Yoksa siz \u201c\u00fczerimde nas\u0131l durdu\u011funu g\u00f6rmeden alamam\u201d diyenlerden misiniz?<\/p>\n

\"\"<\/a>Nereden<\/strong> daha \u00e7ok al\u0131yorsunuz? Al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131z 5-6 sene \u00f6ncesine g\u00f6re farkl\u0131 m\u0131? Peki hayalinizdeki \u2018ma\u011faza\u2019<\/strong> nas\u0131l bir yer? Markalar git gide hayal etti\u011finize yak\u0131nla\u015f\u0131yor mu? \u00c7ok sordum… Ama asl\u0131nda tek bir \u015feyin alt\u0131n\u0131 \u00e7izmek istiyorum. Bug\u00fcn\u00fcn al\u0131\u015fveri\u015f d\u00fcnyas\u0131nda t\u00fcketici al\u0131\u015fkanl\u0131klar\u0131 de\u011fi\u015fti\u011fi gibi perakendeci al\u0131\u015fkanl\u0131klar\u0131 da muazzam bir de\u011fi\u015fim s\u00fcrecinden ge\u00e7iyor.<\/strong> Hatta bug\u00fcn\u00fcn d\u00fcnyas\u0131nda online al\u0131\u015fveri\u015fin pazarlamas\u0131n\u0131 ete kemi\u011fe b\u00fcr\u00fcnm\u00fc\u015f ma\u011fazalar, ma\u011fazalar\u0131n pazarlamas\u0131n\u0131 ise online al\u0131\u015fveri\u015f platformlar\u0131 \u00fcstleniyor!<\/strong> Nas\u0131l m\u0131? Anlatay\u0131m…<\/p>\n

Bir Pazarlama Mecras\u0131 Olarak Web\u2019den Al\u0131\u015fveri\u015f:<\/u><\/p>\n

            \"\"<\/a>K\u0131yafet al\u0131\u015fveri\u015fi deyince, i\u00e7erisi der daim m\u00fc\u015fteri a\u011f\u0131rlayan en b\u00fcy\u00fck isimlerden biri \u015f\u00fcphesiz ZARA. Zara\u2019n\u0131n i\u015f modelini az \u00e7ok biliyorsunuz diye tahmin ediyorum. Sekt\u00f6re y\u00f6n veren l\u00fcks moda markalar\u0131n\u0131n tasar\u0131mlar\u0131 Zara tasar\u0131mc\u0131lar\u0131na \u2018esin\u2019 kayna\u011f\u0131 oluyor. Zara bu tasar\u0131mlar\u0131 h\u0131zl\u0131ca \u00fcrettirip, m\u00fcthi\u015f lojistik a\u011f\u0131 sayesinde iki hafta i\u00e7erisinde sat\u0131\u015fa haz\u0131r halde (ve uygun fiyata) raflara yerle\u015ftiriyor. Sonra gelsin m\u00fc\u015fteriler… Durum b\u00f6yle olunca, Zara\u2019n\u0131n neye talep oldu\u011funu \u00f6l\u00e7\u00fcmledi\u011fi yeri podyumlar sanabilirsiniz. Bu gayet do\u011fal bir sonu\u00e7 olur.\"\"<\/a> Peki \u00f6yle de\u011fil mi? Pek de\u011fil… Ge\u00e7ti\u011fimiz g\u00fcnlerde okudu\u011fum bir makalede vard\u0131; Zara k\u0131yafet tasar\u0131m ve \u00fcretim s\u00fcrecine y\u00f6n veren talebi nereden topluyor biliyor musunuz? Kendi online al\u0131\u015fveri\u015f sitesinden! Sitenin sa\u011f \u00fcst k\u00f6\u015fesinde net okunur \u015fekilde yerle\u015ftirdi\u011fi \u2018search\u2019(ara) butonu, Zara\u2019n\u0131n sihirli de\u011fne\u011fi. Zara\u2019n\u0131n burada kurdu\u011fu sistem t\u0131pk\u0131 Google gibi \u00e7al\u0131\u015f\u0131yor. \u00dcr\u00fcnleri “kad\u0131n kazak” yazarak kategorik olarak aramak da, kelimeleri yan yana s\u0131ralayarak kullanmak da serbest. \u00d6rne\u011fin siz, \u2018turuncu bo\u011fazl\u0131 kazak\u2019 yazarak arama yapabiliyorsunuz. Arama butonu \u015fak, do\u011fru sonucu getiriyor. E tahmin edersiniz ki bu alanda her g\u00fcn y\u00fczbinlerce ki\u015fi arama yap\u0131yor. Aranan kelimeler toparlan\u0131yor, sentezleniyor, analiz ediliyor ve hop! Ortaya talep \u00e7\u0131k\u0131yor. Eksiksiz, fazlas\u0131z, net… Yani Zara i\u00e7in online al\u0131\u015fveri\u015f sitesinin ciroya katk\u0131 yapmaktan \u00e7ok daha m\u00fchim bir misyonu var.<\/p>\n

Bir Pazarlama Mecras\u0131 Olarak Ma\u011fazan\u0131n Ta Kendisi:<\/u><\/p>\n

            Bir de resmin di\u011fer taraf\u0131na bakal\u0131m. Bonobos, Warby Parker, ve T\u00fcrkiye\u2019de Markafoni, Alt\u0131nc\u0131 Cadde… gibi markalar internette hizmet vermek \u00fczere kurulduktan sonra bir noktada fiziksel kimli\u011fe de \"\"<\/a>b\u00fcr\u00fcnme gere\u011fini duyan \u00f6rnekler. Online varl\u0131k g\u00f6stermenin yan\u0131nda bir de ma\u011faza a\u00e7ma yoluna giden t\u00fcm markalar bu yat\u0131r\u0131m\u0131 bir ayr\u0131 sat\u0131\u015f kanal\u0131 de\u011fil de bir pazarlama yat\u0131r\u0131m\u0131<\/strong> olarak g\u00f6r\u00fcyor. Bunu, elindeki pazarlama b\u00fct\u00e7esini bir tane online mecrada daha banner \u00e7\u0131karak harcamak yerine (markaya \u00e7ok daha fazla art\u0131 de\u011fer yaratt\u0131\u011f\u0131 i\u00e7in) ma\u011faza a\u00e7arak de\u011ferlendirmek \u015feklinde de a\u00e7\u0131klayabiliriz.<\/strong> \u00c7\u00fcnk\u00fc ma\u011faza markaya farkl\u0131 bir trafik getiriyor. Oras\u0131 m\u00fc\u015fterilerin markan\u0131n kimli\u011fini daha yo\u011fun ve \u00f6zg\u00fcr bir bi\u00e7imde, t\u00fcm duyular\u0131n\u0131 kullanarak deneyimleyebildikleri bir alan<\/strong>. \u0130\u015fte bu nedenle, a\u00e7t\u0131\u011f\u0131 ma\u011fazada stok tutmayan oray\u0131 sadece bir showroom gibi konumlayan oyuncular\u0131n say\u0131s\u0131 da hi\u00e7 az de\u011fil. \u00d6rne\u011fin, Bonobos bunlardan bir tanesi. Ete kemi\u011fe b\u00fcr\u00fcnen online bazl\u0131 markalarda m\u00fc\u015fteri ma\u011fazaya giriyor, g\u00f6rerek, dokunarak, koklayarak, tadarak, i\u00e7indeki renkleri hissedip \u00e7alan m\u00fczi\u011fi duyarak \u2018markan\u0131n d\u00fcnyas\u0131na\u2019 dahil oluyor<\/strong>. Ve hatta ma\u011fazan\u0131n hangi lokasyona a\u00e7\u0131laca\u011f\u0131na dahi online al\u0131\u015fveri\u015f datalar\u0131 karar veriyor.<\/strong><\/p>\n

Peki Ya Gelece\u011fin Ma\u011fazas\u0131:<\/u><\/p>\n

            Ben gelece\u011fin ma\u011fazas\u0131n\u0131n da, ba\u015far\u0131ya y\u00fcr\u00fcyecek markas\u0131n\u0131n da online ve offline kollardan s\u00fcrekli temas halinde olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorum. Meziyet ise onlar\u0131 en efektif bi\u00e7imde kullanmakta saklanacak.<\/p>\n

S\u0131n\u0131rlar\u0131m\u0131z\u0131 zorlayacak derecede h\u0131zlanan g\u00fcnl\u00fck hayat i\u00e7erisinde, ofiste bir 20dk ka\u00e7ama\u011fa s\u0131\u011fd\u0131r\u0131lan internetten al\u0131\u015fveri\u015f yapma keyif + kolayl\u0131\u011f\u0131yla ba\u015fa \u00e7\u0131kmak elbette zor. \u0130\u015fte bu y\u00fczden ma\u011fazalar \"\"<\/a>kendilerine \u201cm\u00fc\u015fterinin ma\u011fazamdan i\u00e7eri girmesini hak etmek i\u00e7in neyi farkl\u0131 yapmal\u0131y\u0131m\u201d<\/strong> diye sormaya ba\u015flayacak. B\u00fct\u00fcn de\u011fi\u015fim de buradan do\u011facak. Ma\u011fazan\u0131n kap\u0131s\u0131ndan i\u00e7eri giren bir\u00e7ok m\u00fc\u015fterinin sat\u0131\u015f personelinden daha fazla bilgi sahibi oldu\u011fu bir d\u00f6nemde ya\u015f\u0131yoruz. \u00d6yleyse sat\u0131\u015f personelinin ilgisi veya servisin iyili\u011fi de tercihin ma\u011fazadan yana kullan\u0131lmas\u0131n\u0131 sa\u011flamayacak.<\/p>\n

            Kendinizden pay bi\u00e7in. \u0130nternette kredi kart\u0131n\u0131z\u0131n detay\u0131ndan, do\u011fum g\u00fcn\u00fc tarihinize kadar bir sak\u0131nca g\u00f6rmeyerek doldurdu\u011funuz bilgileri sat\u0131\u015f personeli kasada sordu\u011fu zaman vermekte teredd\u00fct etmiyor musunuz? Veya \u201ckabinde bu kuyru\u011fu bekleyece\u011fime, elbiseyi internetten eve s\u00f6ylerim evde rahat rahat denerim. Olmazsa geri g\u00f6nderirim\u201d dedi\u011finiz hi\u00e7 olmuyor mu? Bug\u00fcn\u00fcn internet al\u0131\u015fveri\u015fi sadece bir de\u011fil, birka\u00e7 kulvarda ma\u011fazalar\u0131n sundu\u011funun \u00f6n\u00fcnde.<\/p>\n

Hadi bir soru daha. En son hangi ma\u011fazadan yapt\u0131\u011f\u0131n\u0131z al\u0131\u015fveri\u015f deneyimini hat\u0131rl\u0131yorsunuz? D\u00fc\u015f\u00fcn\u00fcn, hangisi akl\u0131n\u0131zda kald\u0131? Demek istedi\u011fim \u015fu; bir sinemaya gidersiniz filmi hat\u0131rlars\u0131n\u0131z. Bir konsere gidersiniz hat\u0131rlars\u0131n\u0131z. Bir ak\u015fam yeme\u011fine, bir spa\u2019ya gidersiniz hat\u0131rlars\u0131n\u0131z. Ma\u011fazada yapt\u0131\u011f\u0131m\u0131z al\u0131\u015fveri\u015f i\u00e7in ayn\u0131 \u015fey ge\u00e7erli mi? E\u011fer ama\u00e7 al\u0131\u015fveri\u015fi bir \u2018deneyim\u2019 olarak tasarlay\u0131p hat\u0131rlanabilir k\u0131lmaksa bence markalar daha yolun epey ba\u015f\u0131nda.<\/p>\n

\"\"<\/a>Bundan bir 5 sene daha sonra online\u2019a ra\u011fmen ayn\u0131 ciro sevileriyle var olabilmek ma\u011fazalar\u0131 iyice zorlayacak. \u0130\u015fte bu y\u00fczden ma\u011fazalar sadece al\u0131\u015fveri\u015f odakl\u0131 olman\u0131n d\u0131\u015f\u0131nda, m\u00fc\u015fterinin bir \u015feyler ke\u015ffetti\u011fi, e\u011flendi\u011fi, daha fazla his, daha fazla yarat\u0131c\u0131l\u0131k i\u00e7eren mekanlar haline d\u00f6n\u00fc\u015fecek!<\/strong> Bu hissiyatla moda sanat, e\u011flence ve tasar\u0131m gibi alanlara daha fazla yakla\u015facak. Gelece\u011fin ma\u011fazalar\u0131 insanlar\u0131n vakit ge\u00e7irmek istedi\u011fi<\/strong> yerler olacak. Ve hatta kozmetik alan\u0131nda sekt\u00f6re yeni y\u00f6n veren markalardan Aesop’un CEO’su Michael O’Keeffe’ye g\u00f6re gelecekteki ma\u011fazalarda bildi\u011fimiz anlamda tradisyonel bir \u00f6deme metodu da kalmayacak.<\/strong> Ki\u015fi kasada s\u0131ra beklemeyecek. Be\u011fendi\u011fi \u00fcr\u00fcn\u00fc al\u0131p direk ma\u011fazan\u0131n kap\u0131s\u0131ndan d\u0131\u015far\u0131 ad\u0131m atabilecek. Onu tan\u0131yan sistem (muhtemelen cep telefonu \u00fczerinden) \u00f6demeyi otomatik \u00e7ekecek.\"\"<\/a><\/p>\n

Ki\u015fisel bilgi payla\u015f\u0131m\u0131na gelince, ma\u011fazada m\u00fc\u015fteriye \u2018ki\u015fiselle\u015ftirilmi\u015f \u00fcr\u00fcn\u2019 olarak geri d\u00f6nmeyen hi\u00e7 bir ki\u015fisel bilgi payla\u015f\u0131m\u0131na ge\u00e7it olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnm\u00fcyorum<\/strong>. Buna kar\u015f\u0131l\u0131k m\u00fc\u015fteri artan bir h\u0131zla, (t\u0131pk\u0131 \u00f6zel hayat\u0131n\u0131 sanal d\u00fcnyaya post etmekte bir sak\u0131nca g\u00f6rmedi\u011fi gibi) ki\u015fisel bilgilerini sanal ortamda payla\u015fmaya devam edecek. Onun parametrelerine sistemine daha \u00e7ok g\u00fcvenecek.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

K\u0131yafet al\u0131\u015fveri\u015finizi nas\u0131l yap\u0131yorsunuz? \u0130nternetten ara\u015ft\u0131r\u0131p ma\u011fazaya ne istedi\u011finiz bilerek mi gidiyorsunuz \u00f6rne\u011fin? Ya da \u00f6zg\u00fcr bir…<\/p>","protected":false},"author":1,"featured_media":1792,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[65,4,168],"tags":[801,770,152,403,68,803,802,8,542,124],"location":[],"yoast_head":"\nOnline Ve Offline Al\u0131\u015fveri\u015fin Kurallar\u0131 Yeniden Yaz\u0131l\u0131yor - MarkaHikayecisi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markahikayecisi.com\/?p=1833\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online Ve Offline Al\u0131\u015fveri\u015fin Kurallar\u0131 Yeniden Yaz\u0131l\u0131yor - MarkaHikayecisi\" \/>\n<meta property=\"og:description\" content=\"K\u0131yafet al\u0131\u015fveri\u015finizi nas\u0131l yap\u0131yorsunuz? \u0130nternetten ara\u015ft\u0131r\u0131p ma\u011fazaya ne istedi\u011finiz bilerek mi gidiyorsunuz \u00f6rne\u011fin? 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