Hopi Meet Up Retail Now etkinli\u011finin ilki ger\u00e7ekle\u015fti. Etkinli\u011fin ana g\u00fcndem maddesi de\u011fi\u015fen t\u00fcketici al\u0131\u015fkanl\u0131klar\u0131, datan\u0131n bu de\u011fi\u015fimdeki hayati \u00f6nemi ve perakendede nas\u0131l etkin kullan\u0131laca\u011f\u0131 oldu. Boyner Grup Y\u00f6netim Kurulu Ba\u015fkan\u0131 Cem Boyner, “Benim tahminime g\u00f6re 4 senede al\u0131\u015fveri\u015flerin y\u00fczde 40\u2019\u0131 internetten yap\u0131lmaya ba\u015flanacak. Bu oran\u0131n y\u00fczde 45-50\u2019yi de ge\u00e7meyece\u011fini d\u00fc\u015f\u00fcn\u00fcyorum” dedi.<\/p>\n
T\u00fcrkiye\u2019de mobil sadakat uygulamas\u0131 sekt\u00f6r\u00fcn\u00fcn \u00f6nc\u00fclerinden Hopi, \u00f6n\u00fcm\u00fczdeki y\u0131llarda geleneksel hale getirmeyi ama\u00e7lad\u0131\u011f\u0131 \u2019Meet Up: Retail Now\u2019 etkinli\u011finin ilkini ger\u00e7ekle\u015ftirdi. A\u00e7\u0131l\u0131\u015f\u0131n\u0131 Boyner Grup Y\u00f6netim Kurulu Ba\u015fkan\u0131 Cem Boyner\u2019in yapt\u0131\u011f\u0131 ve 200\u2019\u00fc a\u015fk\u0131n kat\u0131l\u0131mc\u0131 ile ger\u00e7ekle\u015ftirilen \u2018Hopi Meet Up Retail Now\u2019da al\u0131\u015fveri\u015fin bug\u00fcn\u00fc ve gelece\u011fi konu\u015fuldu.<\/p>\n
Cem Boyner: “Hopi yediveren gibi do\u011furan bir i\u015f haline geldi, \u2019perakendenin Spotify\u2019\u0131\u2019 olacak”<\/p>\n
Hopi Meet Up Retail Now bulu\u015fmas\u0131n\u0131n a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131 yapan Boyner Grup Y\u00f6netim Kurulu Ba\u015fkan\u0131 Cem Boyner, Hopi\u2019yi geli\u015ftirmek i\u00e7in 3 y\u0131l \u00e7al\u0131\u015ft\u0131klar\u0131n\u0131 hat\u0131rlatarak, “Bu s\u00fcre\u00e7te teknoloji geli\u015ftirmek bize mi kald\u0131 diye d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz g\u00fcnler oldu ama 2015\u2019ten bu yana Hopi o kadar \u00f6nemli bir noktaya geldi ki art\u0131k yediveren gibi do\u011furan bir i\u015f haline geldi. Hopi \u2019perakendenin Spotify\u2019\u0131\u2019 olma yolunda ilerliyor.” dedi.<\/p>\n
“4 y\u0131lda al\u0131\u015fveri\u015fin y\u00fczde 40\u2019\u0131 internete kayacak”<\/p>\n
Perakendede \u00e7ok b\u00fcy\u00fck tektonik de\u011fi\u015fiklikler oldu\u011funu s\u00f6yleyen Cem Boyner, “Benim tahminime g\u00f6re 4 senede al\u0131\u015fveri\u015flerin y\u00fczde 40\u2019\u0131 internetten yap\u0131lmaya ba\u015flanacak. Bu oran\u0131n y\u00fczde 45-50\u2019yi de ge\u00e7meyece\u011fini d\u00fc\u015f\u00fcn\u00fcyorum” \u015feklinde konu\u015ftu.<\/p>\n
Neslihan U\u00e7ar \u00c7ad\u0131rc\u0131: “Ki\u015fiselle\u015ftirme devri bitiyor, devir duyular\u0131 anlama devri”<\/p>\n
M\u00fc\u015fteriyi anlaman\u0131n her zamankinden \u00f6nemli oldu\u011funu s\u00f6yleyerek konu\u015fmas\u0131na ba\u015flayan Hopi Genel M\u00fcd\u00fcr\u00fc Neslihan U\u00e7ar \u00c7ad\u0131rc\u0131, “Art\u0131k y\u0131llard\u0131r anlat\u0131lan ki\u015fiselle\u015ftirmeden bahsetmiyoruz, duyulara ve duygulara hitap etmemiz gerekiyor. M\u00fc\u015fteri ma\u011faza i\u00e7inde mutlu mu mutsuz mu, ona nas\u0131l daha iyi hizmet verebilirim konusunu dert ediyoruz. M\u00fc\u015fterilerin y\u00fczde 81\u2019i ma\u011fazaya gitmeden \u00f6nce \u2018online\u2019da fiyat ara\u015ft\u0131rmas\u0131 yap\u0131yor. Y\u00fczde 75\u2019i kalite ve fiyat\u0131n paralel olmad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. Deneyim \u00e7ok daha \u00f6nemli bir hale geldi.” dedi.<\/p>\n
“Hopi markalar ve m\u00fc\u015fteri aras\u0131nda teknolojik bir k\u00f6pr\u00fc”<\/p>\n
Hopi\u2019nin 7,8 milyon kullan\u0131c\u0131s\u0131 ve 162 \u00fcye markadan olu\u015fan dev koalisyonu ile m\u00fc\u015fteriyi anlamak i\u00e7in b\u00fcy\u00fck veriyi anlamland\u0131ran \u00e7ok \u00f6nemli bir k\u00f6pr\u00fc g\u00f6revi g\u00f6rd\u00fc\u011f\u00fcn\u00fc anlatan U\u00e7ar, “Art\u0131k kampanya ile \u00fcr\u00fcn satmak daha da zor. Al\u0131m g\u00fcc\u00fcn\u00fcn azalmas\u0131 da bu durumun \u00f6nemli bir etkeni. Ma\u011fazalar art\u0131k sadece vitrin olarak kullan\u0131l\u0131yor. Markalar art\u0131k m\u00fc\u015fteriye ki\u015fisel kampanyalar, \u00e7\u00f6z\u00fcmler ve ayr\u0131cal\u0131kl\u0131 hizmet sunmak durumunda. Hopi b\u00fcy\u00fck datay\u0131 anlamland\u0131rmak i\u00e7in her g\u00fcn 40 farkl\u0131 kaynaktan gelen 15 milyon anl\u0131k veriyi i\u015fliyor. Hopi bir teknoloji yani bir k\u00f6pr\u00fc ve \u00fcr\u00fcn satm\u0131yor, m\u00fc\u015fteriyi y\u00f6nlendiriyor.” \u015feklinde konu\u015ftu.<\/p>\n
Perakende sekt\u00f6r\u00fcnde m\u00fc\u015fteri sadakatinin \u00f6nemini vurgulayan Neslihan U\u00e7ar \u00c7ad\u0131rc\u0131 Hopi\u2019nin ba\u015far\u0131s\u0131n\u0131 da bunun bir kan\u0131t\u0131 oldu\u011funun alt\u0131n\u0131 \u00e7izdi. Hopi\u2019nin en sad\u0131k kal\u0131nan markalar aras\u0131nda Migros ve Yemeksepeti\u2019nin ard\u0131ndan \u00fc\u00e7\u00fcnc\u00fc s\u0131rada yer ald\u0131\u011f\u0131n\u0131 belirten \u00c7ad\u0131rc\u0131, “2019 y\u0131l\u0131nda Hopi\u2019nin \u00fcst\u00fcnden ge\u00e7en al\u0131\u015fveri\u015f cirosunun 6 milyar TL olmas\u0131n\u0131 bekliyoruz. Bu da 24 milyon i\u015flem demek. Hopi ile bug\u00fcne kadar kullan\u0131c\u0131lar\u0131m\u0131za 400 milyon Parac\u0131k kazand\u0131rd\u0131k. Kullan\u0131c\u0131lar\u0131m\u0131z bu Parac\u0131klar\u0131n 338 milyonunu y\u00fczde 34 daha de\u011ferli \u015fekilde 453 milyon olarak harcad\u0131. Yani Hopi ile hem kullan\u0131c\u0131 hem de perakendeci i\u00e7in daha ak\u0131ll\u0131 ve avantajl\u0131 bir al\u0131\u015fveri\u015f ortam\u0131 olu\u015fturdu.” dedi.<\/p>\n
Migros Pazarlama \u0130leti\u015fimi ve CRM Direkt\u00f6r\u00fc K\u0131na Demirel, BP T\u00fcrkiye \u00dclke M\u00fcd\u00fcr\u00fc Martin Thomsen ve Boyner Genel M\u00fcd\u00fcr\u00fc Eren \u00c7amurdan\u2019\u0131n kat\u0131ld\u0131\u011f\u0131 panel oturumunda ise de\u011fi\u015fen m\u00fc\u015fteri motivasyonlar\u0131 kar\u015f\u0131s\u0131nda data ve sadakat programlar\u0131ndan nas\u0131l faydaland\u0131klar\u0131ndan bahsedildi.<\/p>\n
“E Ticarette T\u00fcrkiye d\u00fcnyadan h\u0131zl\u0131 b\u00fcy\u00fcyor”<\/p>\n
E-ticarette d\u00fcnyada y\u00fczde 22\u2019lik bir b\u00fcy\u00fcme ger\u00e7ekle\u015firken, T\u00fcrkiye\u2019de oran\u0131n y\u00fczde 37 oldu\u011funun alt\u0131n\u0131 \u00e7izen Perakende Gurusu Douglas Stephens, “T\u00fcrkiye\u2019de internet al\u0131\u015fveri\u015fi gen\u00e7 n\u00fcfusun fazlal\u0131\u011f\u0131 nedeniyle daha h\u0131zl\u0131 b\u00fcy\u00fcyor. T\u00fcrkiye\u2019de ya\u015f ortalamas\u0131 31, Avrupa\u2019ya g\u00f6re 10 ya\u015f daha gen\u00e7” dedi.<\/p>\n
Verinin \u00f6nemini vurgulayan Stephens, “\u00c7ok b\u00fcy\u00fck \u00f6l\u00e7eklli k\u00fcresel e-ticaret devleri t\u00fcketici davran\u0131\u015f\u0131n\u0131 analiz ediyor. Bu \u015firketlerin yapt\u0131\u011f\u0131 en \u00f6nemli \u015fey veri ak\u0131\u015f\u0131n\u0131 kontrol etmek. Biz daha herhangi bir \u00fcr\u00fcn\u00fc sipari\u015f etmeden isteyece\u011fimiz \u00fcr\u00fcn\u00fcn sevkiyat\u0131n\u0131 ba\u015flatacak bir altyap\u0131 kuruyorlar” diye konu\u015ftu.<\/p>\n
Ma\u011fazalar\u0131n deneyim merkezine d\u00f6n\u00fc\u015fmesi gerekiyor<\/p>\n
E-ticarette yolun daha ba\u015f\u0131nda oldu\u011fumuzu vurgulayan Stephens, “Online ekonomi \u015fu an \u00e7ok k\u00fc\u00e7\u00fck, bu gelecekte b\u00fcy\u00fck \u00f6l\u00e7\u00fcde de\u011fi\u015fecek. G\u00fcn\u00fcm\u00fczde 1,9 trilyon dolarl\u0131k bir i\u015flem ger\u00e7ekle\u015ftirilirken, potansiyel 27 trilyon dolar” dedi.<\/p>\n
Mobil ticaretin 10 y\u0131lda 10 kat artt\u0131\u011f\u0131n\u0131 vurgulayan Douglas Stephens, “Gelecekte ma\u011fazalara gitme oran\u0131m\u0131z azalacak. Bu nedenle ma\u011fazalar\u0131n insanlara deneyim sunan mecralar haline gelmesi, perakendecilerin ise veriyi iyi kullanarak t\u00fcketiciyle do\u011frudan ili\u015fki kurmalar\u0131 gerekiyor” \u015feklinde konu\u015ftu.<\/p>\n","protected":false},"excerpt":{"rendered":"
HOP\u0130 MEET UP RETA\u0130L NOW ETK\u0130NL\u0130\u011e\u0130N\u0130N \u0130LK\u0130 GER\u00c7EKLE\u015eT\u0130. ETK\u0130NL\u0130\u011e\u0130N ANA G\u00dcNDEM MADDES\u0130 DE\u011e\u0130\u015eEN T\u00dcKET\u0130C\u0130 ALI\u015eKANLIKLARI, DATANIN BU DE\u011e\u0130\u015e\u0130MDEK\u0130 HAYAT\u0130 \u00d6NEM\u0130 VE PERAKENDEDE NASIL ETK\u0130N KULLANILACA\u011eI OLDU.<\/p>\n","protected":false},"author":1,"featured_media":228230,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[19],"tags":[57475,2705,57479,8901,2481,57476,57478,57477],"class_list":["post-228229","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-hopi","tag-2705","tag-etkinliginin","tag-gerceklesti","tag-ilki","tag-meet","tag-now","tag-retail"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.tvturk.com\/wp-content\/uploads\/2019\/11\/hopi-meet-up-2019-retail-now-etkinliginin-ilki-gerceklesti_6b1f610.jpg?fit=1000%2C999","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paKIfm-Xn7","_links":{"self":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/228229","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/comments?post=228229"}],"version-history":[{"count":0,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/228229\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media\/228230"}],"wp:attachment":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media?parent=228229"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/categories?post=228229"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/tags?post=228229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}