[et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ use_background_color_gradient=“on“ background_color_gradient_direction=“90deg“ background_color_gradient_stops=“#000000 0%|rgba(0,0,0,0) 100%“ background_color_gradient_overlays_image=“on“ background_image=“https:\/\/moodmedia.com\/wp-content\/uploads\/2025\/12\/shoppers-judge-vibe-hero.webp“ background_last_edited=“on|phone“ use_background_color_gradient_phone=“on“ background_color_gradient_stops_phone=“#000000 0%|rgba(0,0,0,0.54) 100%“ global_colors_info=“{}“ background__hover_enabled=“off|desktop“][et_pb_row column_structure=“2_5,3_5″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“2_5″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ header_font_size=“55px“ header_line_height=“1.1em“ background_layout=“dark“ header_font_size_tablet=“40px“ header_font_size_phone=“40px“ header_font_size_last_edited=“on|tablet“ global_colors_info=“{}“]<\/p>\n
Zat\u00edmco dne\u0161n\u00ed maloobchodn\u00edci sv\u00e1d\u011bj\u00ed nel\u00edtostn\u00fd boj o ceny a skladov\u00e9 z\u00e1soby, na\u0161e nejnov\u011bj\u0161\u00ed \u0159e\u0161en\u00ed v oblasti retail dat odhaluj\u00ed zm\u011bnu v chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, kterou je pro konkurenty mnohem obt\u00ed\u017en\u011bj\u0161\u00ed napodobit: s\u00edlu kur\u00e1torsk\u00e9, smyslov\u011b \u0159\u00edzen\u00e9 atmosf\u00e9ry.<\/p>\n
[\/et_pb_text][et_pb_button button_url=“#contact“ button_text=“Zapojte se s n\u00e1mi“ module_class=“mbutton“ _builder_version=“4.27.0″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_button][\/et_pb_column][et_pb_column type=“3_5″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_row column_structure=“2_3,1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“2_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n
V sobotu odpoledne vejdete do retail obchodu, a ne\u017e si uv\u011bdom\u00edte, co sly\u0161\u00edte, optimistick\u00fd playlist, kter\u00fd je v souladu se zna\u010dkou, zm\u011bn\u00ed va\u0161i n\u00e1ladu. Osv\u011btlen\u00ed je tepl\u00e9, v\u016fn\u011b vyv\u00e1\u017een\u00e9. Digit\u00e1ln\u00ed obrazovky u vchodu ukazuj\u00ed nov\u00e9 p\u0159\u00edr\u016fstky, kter\u00e9 odpov\u00eddaj\u00ed sez\u00f3n\u011b a jsou p\u0159esn\u011b t\u00edm, co jste hledali. P\u0159i\u0161li jste si pro jednu v\u011bc, ale o 30 minut pozd\u011bji si st\u00e1le prohl\u00ed\u017e\u00edte, zva\u017eujete a p\u0159id\u00e1v\u00e1te nov\u00e9 v\u011bci do ko\u0161\u00edku. <\/p>\n
To je s\u00edla spr\u00e1vn\u011b proveden\u00fdch m\u00e9di\u00ed v obchod\u011b. Na cen\u011b a produktu z\u00e1le\u017e\u00ed, zejm\u00e9na v dne\u0161n\u00ed ekonomice. Ale smyslov\u00fd z\u00e1\u017eitek z prost\u0159ed\u00ed prodejny hraje v\u011bt\u0161\u00ed roli v tom, jak se z\u00e1kazn\u00edci c\u00edt\u00ed a nakupuj\u00ed, ne\u017e si v\u011bt\u0161ina retail\u016f uv\u011bdomuje. <\/p>\n
Provedli jsme pr\u016fzkum mezi americk\u00fdmi z\u00e1kazn\u00edky, abychom p\u0159esn\u011b zjistili, jak m\u00e9dia v obchod\u011b, jako je hudba, sd\u011blen\u00ed v obchod\u011b a digit\u00e1ln\u00ed obrazovky, ovliv\u0148uj\u00ed jejich n\u00e1kupn\u00ed cesty a objevov\u00e1n\u00ed produkt\u016f. Zjistili jsme, \u017ee p\u0159ibli\u017en\u011b 43 % nakupuj\u00edc\u00edch uv\u00e1d\u00ed, \u017ee v<\/strong> jejich obl\u00edben\u00fdch obchodech nejv\u00edce vynik\u00e1 atmosf\u00e9ra<\/strong>. Kl\u00ed\u010d? Slad\u011bn\u00ed. <\/p>\n Pokud jsou medi\u00e1ln\u00ed prvky v prodejn\u011b z\u00e1m\u011brn\u011b navr\u017eeny tak, aby se vz\u00e1jemn\u011b dopl\u0148ovaly, vytv\u00e1\u0159ej\u00ed ucelen\u00fd z\u00e1\u017eitek, kter\u00fd ovliv\u0148uje, jak dlouho se z\u00e1kazn\u00edci zdr\u017e\u00ed, co objev\u00ed a zda se vr\u00e1t\u00ed. Neslad\u011bn\u00e9 prvky mohou m\u00edt opa\u010dn\u00fd \u00fa\u010dinek a zanech\u00e1vaj\u00ed v nakupuj\u00edc\u00edch pocit odtr\u017een\u00ed od zna\u010dky. <\/p>\n Zde jsou dal\u0161\u00ed informace o tom, jak si z\u00e1kazn\u00edci vyb\u00edraj\u00ed obchody.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_3″ _builder_version=“4.27.4″ _module_preset=“default“ background_color=“#eeeeee“ custom_padding=“30px|30px|30px|30px|false|false“ border_radii=“on|20px|20px|20px|20px“ global_colors_info=“{}“][et_pb_circle_counter number=“43″ bar_bg_color=“#799ae6″ circle_color=“#FFFFFF“ circle_color_alpha=“0.85″ _builder_version=“4.27.4″ _module_preset=“default“ number_font=“|700|||||||“ number_text_color=“#799ae6″ number_font_size=“72px“ global_colors_info=“{}“][\/et_pb_circle_counter][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ text_orientation=“center“ global_colors_info=“{}“]<\/p>\n 43 % nakupuj\u00edc\u00edch uv\u00e1d\u00ed, \u017ee v jejich obl\u00edben\u00fdch obchodech nejv\u00edce vynik\u00e1 atmosf\u00e9ra.<\/strong> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ background_color=“#799ae6″ global_colors_info=“{}“][et_pb_row column_structure=“1_3,2_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_number_counter title=“dot\u00e1zan\u00fdch z\u00e1kazn\u00edk\u016f uvedlo, \u017ee m\u00e9dia v obchod\u011b upout\u00e1vaj\u00ed jejich pozornost a posiluj\u00ed jejich vztah ke zna\u010dce.“ number=“63″ _builder_version=“4.27.4″ _module_preset=“default“ title_text_color=“#FFFFFF“ title_line_height=“1.4em“ number_font=“|700|||||||“ number_text_color=“#000000″ global_colors_info=“{}“][\/et_pb_number_counter][et_pb_divider color=“rgba(255,255,255,0.18)“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_divider][\/et_pb_column][et_pb_column type=“2_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ text_text_color=“#FFFFFF“ header_2_text_color=“#000000″ header_2_font_size=“40px“ global_colors_info=“{}“]<\/p>\n Vzhledem k inflaci, celn\u00edm sazb\u00e1m a celkov\u00e9mu stavu ekonomiky se z\u00e1kazn\u00edci sna\u017e\u00ed naj\u00edt nejlep\u0161\u00ed nab\u00eddky a ceny. Samotn\u00e1 cena v\u0161ak ji\u017e nen\u00ed konkuren\u010dn\u00edm rozli\u0161ovac\u00edm prvkem. Retail mus\u00ed up\u0159ednostnit vytvo\u0159en\u00ed takov\u00e9ho prost\u0159ed\u00ed v prodejn\u011b, kter\u00e9 ospravedln\u00ed cestu, prom\u011bn\u00ed prohl\u00ed\u017een\u00ed v objevov\u00e1n\u00ed a d\u00e1 z\u00e1kazn\u00edk\u016fm pocit, \u017ee se vyplat\u00ed se pro n\u011bco vr\u00e1tit. <\/p>\n Atmosf\u00e9ra formuje objevov\u00e1n\u00ed, podporuje konverze a buduje trval\u00e9 vazby se zna\u010dkou. P\u0159ibli\u017en\u011b 63 % dot\u00e1zan\u00fdch z\u00e1kazn\u00edk\u016f uvedlo, \u017ee m\u00e9dia v obchod\u011b upout\u00e1vaj\u00ed jejich pozornost a skute\u010dn\u011b posiluj\u00ed jejich vztah ke zna\u010dce.<\/strong> Prodejce kosmetiky s \u00fa\u017easnou v\u016fn\u00ed, udr\u017eiteln\u00e1 m\u00f3dn\u00ed zna\u010dka vyu\u017e\u00edvaj\u00edc\u00ed digit\u00e1ln\u00ed zna\u010den\u00ed k rozd\u011blen\u00ed sv\u00e9ho dodavatelsk\u00e9ho \u0159et\u011bzce, outdoorov\u00fd prodejce hraj\u00edc\u00ed indie rock – tyto smyslov\u00e9 z\u00e1\u017eitky maj\u00ed hlub\u0161\u00ed odezvu a posiluj\u00ed loajalitu z\u00e1kazn\u00edk\u016f.<\/p>\n Dob\u0159e navr\u017een\u00e9 prost\u0159ed\u00ed ud\u00e1v\u00e1 spr\u00e1vn\u00fd t\u00f3n a m\u011bn\u00ed nakupuj\u00edc\u00ed v advok\u00e1ty. V\u00edce Atmosf\u00e9ra m\u016f\u017ee b\u00fdt nen\u00e1padn\u00e1, ale je to jedna z nejdostupn\u011bj\u0161\u00edch p\u00e1k v\u011brnosti v retailu. Na rozd\u00edl od n\u00e1v\u0161t\u011bvnosti nebo podm\u00ednek na trhu je atmosf\u00e9ra n\u011b\u010d\u00edm, co mohou retailov\u00ed prodejci navrhnout a kontrolovat, a d\u00e1v\u00e1 zna\u010dk\u00e1m a retailov\u00fdm prodejc\u016fm p\u0159\u00edle\u017eitost budovat hlub\u0161\u00ed vztahy se z\u00e1kazn\u00edky. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_row column_structure=“1_2,1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n N\u00e1rodn\u00ed retail federace odhaduje<\/a>, \u017ee sv\u00e1te\u010dn\u00ed tr\u017eby poprv\u00e9 za cel\u00fd rok p\u0159ekro\u010d\u00ed hranici 1 bilionu dolar\u016f<\/a>. Velk\u00fd pod\u00edl na tomto \u00fasp\u011bchu m\u00e1 Dobr\u00e1 n\u00e1lada znamen\u00e1 vy\u0161\u0161\u00ed prodeje. P\u0159ibli\u017en\u011b \u010dtvrtina (24 %) respondent\u016f tvrd\u00ed, \u017ee je m\u00e9dia v obchod\u011b \u010dasto<\/a> v\u00edce zaujmou a p\u0159im\u011bj\u00ed je setrvat.<\/strong> Ka\u017ed\u00e1 minuta nav\u00edc, kterou z\u00e1kazn\u00edk str\u00e1v\u00ed v obchod\u011b, zvy\u0161uje pravd\u011bpodobnost, \u017ee objev\u00ed n\u011bco ne\u010dekan\u00e9ho, nap\u0159\u00edklad \u017ee najde perfektn\u00ed d\u00e1rek, kter\u00fd aktivn\u011b nehledal. Tato personalizace prost\u0159ed\u00ed v\u00e1m umo\u017en\u00ed splnit emocion\u00e1ln\u00ed o\u010dek\u00e1v\u00e1n\u00ed z\u00e1kazn\u00edk\u016f b\u011bhem jejich pobytu v obchod\u011b. <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_2″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][dsm_blob_image blob_image=“https:\/\/moodmedia.com\/wp-content\/uploads\/2025\/12\/shopper-in-store-vibe.webp“ alt=“Mood Media – Kdy\u017e je atmosf\u00e9ra spr\u00e1vn\u00e1, z\u00e1kazn\u00edci se dr\u017e\u00ed p\u0159i zemi“ title_text=“shopper-in-store-vibe“ blob_shapes=“image_two“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/dsm_blob_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ background_color=“#eeeeee“ global_colors_info=“{}“][et_pb_row column_structure=“2_3,1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“2_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ header_2_text_color=“#000000″ header_2_font_size=“40px“ global_colors_info=“{}“]<\/p>\n Z\u00e1kazn\u00edci ji\u017e v\u011bd\u00ed, co funguje. P\u0159ibli\u017en\u011b 56 % z nich pova\u017euje za neju\u017eite\u010dn\u011bj\u0161\u00ed obsah v obchod\u011b hudbu a v\u010dasn\u00e9 propaga\u010dn\u00ed akce.<\/strong> Hudba vyvol\u00e1v\u00e1<\/a> v lidech dobr\u00fd pocit a vytv\u00e1\u0159\u00ed jemn\u00e9 n\u00e1znaky, d\u00edky nim\u017e se nakupuj\u00edc\u00ed c\u00edt\u00ed v\u00edtan\u00ed a ochotn\u00ed se zapojit. V\u010dasn\u00e9 propaga\u010dn\u00ed akce odpov\u00eddaj\u00ed energii sez\u00f3ny a z\u00e1rove\u0148 p\u0159in\u00e1\u0161ej\u00ed okam\u017eitou, ak\u010dn\u00ed hodnotu, kter\u00e1 m\u016f\u017ee ovlivnit n\u00e1kupn\u00ed rozhodnut\u00ed na m\u00edst\u011b. <\/p>\n Tato kombinace atmosf\u00e9ry a hodnoty m\u00e1 obzvl\u00e1\u0161t\u011b dobr\u00fd ohlas u mlad\u0161\u00edho publika. Mileni\u00e1lov\u00e9 a generace Z maj\u00ed celkov\u011b tendenci v\u00edce db\u00e1t na atmosf\u00e9ru, proto\u017ee 32 % z nich tvrd\u00ed, \u017ee je m\u00e9dia v obchod\u011b podn\u011bcuj\u00ed k del\u0161\u00edmu prohl\u00ed\u017een\u00ed (ve srovn\u00e1n\u00ed<\/strong> se 41 % nakupuj\u00edc\u00edch z generace Baby Boomers a Ml\u010denliv\u00e9 generace, kte\u0159\u00ed tvrd\u00ed, \u017ee to jejich z\u00e1\u017eitek v\u016fbec neovliv\u0148uje). Mlad\u0161\u00ed nakupuj\u00edc\u00ed (17 %) si tak\u00e9 v\u00edce cen\u00ed hudby ne\u017e star\u0161\u00ed nakupuj\u00edc\u00ed (3 %). Vzhledem k tomu, \u017ee jejich kupn\u00ed s\u00edla roste, je spr\u00e1vn\u00e1 atmosf\u00e9ra z\u00e1sadn\u00ed pro udr\u017een\u00ed relevance. <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_number_counter title=“z\u00e1kazn\u00edk\u016f pova\u017euje v obchod\u011b za u\u017eite\u010dnou hudbu a v\u010dasn\u00e9 propaga\u010dn\u00ed akce.“ number=“56″ _builder_version=“4.27.4″ _module_preset=“default“ title_line_height=“1.4em“ number_font=“|700|||||||“ global_colors_info=“{}“][\/et_pb_number_counter][et_pb_divider color=“#ffffff“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_divider][et_pb_number_counter title=“mileni\u00e1l\u016f a generace Z tvrd\u00ed, \u017ee je m\u00e9dia v obchod\u011b podn\u011bcuj\u00ed k del\u0161\u00edmu prohl\u00ed\u017een\u00ed.“ number=“32″ _builder_version=“4.27.4″ _module_preset=“default“ title_line_height=“1.4em“ number_font=“|700|||||||“ global_colors_info=“{}“][\/et_pb_number_counter][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ background_color=“#000000″ global_colors_info=“{}“][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ text_text_color=“#FFFFFF“ header_2_text_color=“#FFFFFF“ header_2_font_size=“40px“ text_orientation=“center“ max_width=“1100px“ module_alignment=“center“ global_colors_info=“{}“]<\/p>\n Z\u00e1kazn\u00edci maj\u00ed r\u00e1di obchody, kter\u00e9 jim pom\u00e1haj\u00ed rychle naj\u00edt to, co pot\u0159ebuj\u00ed. P\u0159ibli\u017en\u011b 23 % respondent\u016f uv\u00e1d\u00ed, \u017ee jim p\u0159i n\u00e1v\u0161t\u011bv\u011b obchodu nejv\u00edce utkv\u011bly v pam\u011bti naviga\u010dn\u00ed pokyny, co\u017e nazna\u010duje, jak moc z\u00e1le\u017e\u00ed na tom, aby nakupov\u00e1n\u00ed prob\u00edhalo bez t\u0159en\u00ed. Digit\u00e1ln\u00ed zna\u010den\u00ed, kter\u00e9 vede nakupuj\u00edc\u00ed ur\u010dit\u00fdmi uli\u010dkami nebo upozor\u0148uje na v\u00fdprodej \u010di obl\u00edbenou zna\u010dku, aktivn\u011b utv\u00e1\u0159\u00ed cestu k n\u00e1kupu. <\/p>\n A kdy\u017e m\u00e9dia v obchod\u011b upozorn\u00ed na produkt, z\u00e1kazn\u00edci za\u010dnou jednat:<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_3,1_3,1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_circle_counter number=“24″ bar_bg_color=“#799ae6″ circle_color=“#FFFFFF“ circle_color_alpha=“0.85″ _builder_version=“4.27.4″ _module_preset=“default“ number_font=“|700|||||||“ number_text_color=“#799ae6″ number_font_size=“72px“ global_colors_info=“{}“][\/et_pb_circle_counter][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ text_text_color=“#799ae6″ header_2_text_color=“#FFFFFF“ header_2_font_size=“40px“ text_orientation=“center“ global_colors_info=“{}“]<\/p>\n vyhledejte si ji na internetu<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_circle_counter number=“23″ bar_bg_color=“#799ae6″ circle_color=“#FFFFFF“ circle_color_alpha=“0.85″ _builder_version=“4.27.4″ _module_preset=“default“ number_font=“|700|||||||“ number_text_color=“#799ae6″ number_font_size=“72px“ global_colors_info=“{}“][\/et_pb_circle_counter][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ text_text_color=“#799ae6″ header_2_text_color=“#FFFFFF“ header_2_font_size=“40px“ text_orientation=“center“ global_colors_info=“{}“]<\/p>\n vyhledat ji ihned v obchod\u011b<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_circle_counter number=“21″ bar_bg_color=“#799ae6″ circle_color=“#FFFFFF“ circle_color_alpha=“0.85″ _builder_version=“4.27.4″ _module_preset=“default“ number_font=“|700|||||||“ number_text_color=“#799ae6″ number_font_size=“72px“ global_colors_info=“{}“][\/et_pb_circle_counter][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ text_text_color=“#799ae6″ header_2_text_color=“#FFFFFF“ header_2_font_size=“40px“ text_orientation=“center“ global_colors_info=“{}“]<\/p>\n vyfotografujte si to nebo si to poznamenejte pro pozd\u011bj\u0161\u00ed pou\u017eit\u00ed.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_4,3_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_number_counter title=“nakupuj\u00edc\u00edch p\u0159em\u011bnit tento okam\u017eik pozornosti v dal\u0161\u00ed hmatateln\u00e9 kroky.“ number=“60″ _builder_version=“4.27.4″ _module_preset=“default“ title_text_color=“#000000″ title_line_height=“1.4em“ number_font=“|700|||||||“ number_text_color=“#799ae6″ background_color=“#FFFFFF“ custom_padding=“30px|30px|30px|30px|false|false“ border_radii=“on|20px|20px|20px|20px“ global_colors_info=“{}“][\/et_pb_number_counter][\/et_pb_column][et_pb_column type=“3_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ text_text_color=“#FFFFFF“ link_text_color=“#5bc4ba“ header_2_text_color=“#FFFFFF“ header_2_font_size=“40px“ global_colors_info=“{}“]<\/p>\n To znamen\u00e1, \u017ee v\u00edce ne\u017e 60 % nakupuj\u00edc\u00edch p\u0159em\u011bn\u00ed tento okam\u017eik pozornosti na dal\u0161\u00ed konkr\u00e9tn\u00ed kroky.<\/strong> Zat\u00edmco 27 % uv\u00e1d\u00ed, \u017ee si m\u00e9dia pouze v\u0161imlo,<\/strong> v\u011bt\u0161ina p\u0159ech\u00e1z\u00ed od pov\u011bdom\u00ed k z\u00e1m\u011bru a \u010dasto i k n\u00e1kupu.<\/p>\n Zde se navigace st\u00e1v\u00e1 n\u00e1strojem konverze. T\u00edm, \u017ee pom\u00e1h\u00e1 z\u00e1kazn\u00edk\u016fm objevit produkty, o kter\u00fdch nev\u011bd\u011bli, \u017ee je pot\u0159ebuj\u00ed, nebo rychle naj\u00edt to, pro co p\u0159i\u0161li, usnad\u0148uje prost\u0159ed\u00ed v obchod\u011b rozhodov\u00e1n\u00ed a posiluje d\u016fv\u011bru. Snadn\u00e1 navigace a<\/a> objevov\u00e1n\u00ed pom\u00e1haj\u00ed lidem c\u00edtit se l\u00e9pe a z\u00e1rove\u0148 je povzbuzuj\u00ed k v\u011bt\u0161\u00edm \u00fatrat\u00e1m. <\/p>\n Je pozoruhodn\u00e9, \u017ee star\u0161\u00ed a mlad\u0161\u00ed generace hodnot\u00ed navigaci odli\u0161n\u011b. Baby Boomers a Ml\u010d\u00edc\u00ed generace kladou v\u011bt\u0161\u00ed d\u016fraz na zpr\u00e1vy nebo<\/a> displeje, kter\u00e9<\/strong> usnad\u0148uj\u00ed navigaci nebo objevov\u00e1n\u00ed produkt\u016f (45 %), ve srovn\u00e1n\u00ed<\/strong> s mileni\u00e1ly a generac\u00ed Z (15 %), kte\u0159\u00ed<\/strong>d\u00e1vaj\u00ed p\u0159ednost<\/strong> hudb\u011b a celkov\u00e9 atmosf\u00e9\u0159e.<\/p>\n Z\u00e1rove\u0148 19 % mlad\u0161\u00edch z\u00e1kazn\u00edk\u016f tvrd\u00ed, \u017ee si pamatuj\u00ed konkr\u00e9tn\u00ed produkty nebo zobrazen\u00ed na obrazovce, co\u017e je v\u00edce<\/strong> ne\u017e u ostatn\u00edch v\u011bkov\u00fdch skupin. Mileni\u00e1lov\u00e9 a generace Z jako\u017eto generace „mal\u00fdch po\u017eitk\u00e1\u0159\u016f“<\/a>si mo\u017en\u00e1 v\u011bdom\u011b nev\u00e1\u017e\u00ed navigace, ale p\u0159esto si ji uv\u011bdomuj\u00ed a reaguj\u00ed na ni. Prost\u0159ed\u00ed v prodejn\u00e1ch, kter\u00e1 vyva\u017euj\u00ed atmosf\u00e9ru s jasn\u00fdmi naviga\u010dn\u00edmi pokyny, zaujmou v\u00fddajov\u00e9 zvyklosti mlad\u0161\u00edch i star\u0161\u00edch z\u00e1kazn\u00edk\u016f. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Co se t\u00fd\u010de medi\u00e1ln\u00ed realizace v obchod\u011b, ne v\u0161echny retail kategorie<\/a> jsou si rovny. A z\u00e1kazn\u00edci maj\u00ed n\u00e1zor na to, kdo to d\u011bl\u00e1 dob\u0159e a kdo ne. <\/p>\n Retail s m\u00f3dou a od\u011bvy vedou<\/strong> s 53 % z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed tvrd\u00ed<\/strong>, \u017ee dob\u0159e vyu\u017e\u00edvaj\u00ed m\u00e9dia v obchodech. Zd\u00e1 se, \u017ee obchody s od\u011bvy ch\u00e1pou, \u017ee atmosf\u00e9ra prod\u00e1v\u00e1, a vytv\u00e1\u0159ej\u00ed v prodejn\u00e1ch prost\u0159ed\u00ed, kter\u00e9 je pohlcuje a kde hudba, sd\u011blen\u00ed a vizu\u00e1ln\u00ed efekty spole\u010dn\u011b inspiruj\u00ed nakupuj\u00edc\u00ed. <\/p>\n Prodejny potravin (<\/a> 44 %) a<\/strong> obchodn\u00ed domy (42 %) nez\u016fst\u00e1vaj\u00ed pozadu<\/strong>, proto\u017ee obchody s potravinami, jako je Kroger a Albertsons ,<\/a> vyu\u017e\u00edvaj\u00ed retail m\u00e9dia p\u0159\u00edmo v prodejn\u00e1ch a obchodn\u00ed domy, jako je Macy’s , prosazuj\u00ed kampan\u011b v prodejn\u00e1ch prost\u0159ednictv\u00edm digit\u00e1ln\u00edch obrazovek.<\/p>\n Na druhou stranu, prodejny rychl\u00e9ho ob\u010derstven\u00ed, restaurace s rychl\u00fdm ob\u010derstven\u00edm<\/a> a obchody s dom\u00e1c\u00edm zbo\u017e\u00edm dosahuj\u00ed hor\u0161\u00edch v\u00fdsledk\u016f, co\u017e poukazuje na velk\u00e9 nedostatky v oblasti z\u00e1\u017eitk\u016f v prodejn\u00e1ch. Pro\u010d? Mnoho z t\u011bchto m\u00edst trp\u00ed neinspirovan\u00fdm prost\u0159ed\u00edm, generick\u00fdmi seznamy skladeb a displeji, kter\u00e9 nedok\u00e1\u017eou zaujmout. Pr\u00e1v\u011b zde m\u016f\u017ee solidn\u00ed medi\u00e1ln\u00ed strategie v obchod\u011b prom\u011bnit tuto mezeru v p\u0159\u00edle\u017eitost a vytvo\u0159it prost\u0159ed\u00ed, kter\u00e9 p\u016fsob\u00ed z\u00e1m\u011brn\u011b a p\u0159irozen\u011b p\u0159itahuje pozornost, m\u00edsto aby o ni soupe\u0159ilo. <\/p>\n [\/et_pb_text][et_pb_divider color=“#eeeeee“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_4,1_4,1_4,1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Z\u00e1kazn\u00edci budou st\u00e1le v\u00edce tou\u017eit po pohlcuj\u00edc\u00edch z\u00e1\u017eitc\u00edch. Nejv\u00edce se t\u011b\u0161\u00ed na: <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_number_counter number=“50″ _builder_version=“4.27.4″ _module_preset=“default“ title_font=“|700|||||||“ title_text_color=“#000000″ number_font=“|700|||||||“ global_colors_info=“{}“][\/et_pb_number_counter][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ text_orientation=“center“ global_colors_info=“{}“]<\/p>\n Digit\u00e1ln\u00ed obrazovky nebo<\/a> n\u00e1pisy s propaga\u010dn\u00edmi nebo uk\u00e1zkov\u00fdmi akcemi<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_number_counter number=“40″ _builder_version=“4.27.4″ _module_preset=“default“ title_font=“|700|||||||“ title_text_color=“#000000″ number_font=“|700|||||||“ global_colors_info=“{}“][\/et_pb_number_counter][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ text_orientation=“center“ global_colors_info=“{}“]<\/p>\n Interaktivn\u00ed kiosky nebo<\/a> dotykov\u00e9 obrazovky<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=“1_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_number_counter number=“39″ _builder_version=“4.27.4″ _module_preset=“default“ title_font=“|700|||||||“ title_text_color=“#000000″ number_font=“|700|||||||“ global_colors_info=“{}“][\/et_pb_number_counter][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ text_orientation=“center“ global_colors_info=“{}“]<\/p>\n Hudba nebo<\/a> zvuk, kter\u00fd se p\u0159izp\u016fsobuje n\u00e1kupn\u00edmu chov\u00e1n\u00ed<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_divider color=“#eeeeee“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_divider][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Budoucnost m\u00e9di\u00ed v obchodech znamen\u00e1 vytv\u00e1\u0159et citliv\u00e9, dynamick\u00e9 prost\u0159ed\u00ed, kter\u00e9 je p\u0159izp\u016fsoben\u00e9 a z\u00e1m\u011brn\u00e9. Takto p\u0159il\u00e1k\u00e1te z\u00e1kazn\u00edky ke dve\u0159\u00edm a znemo\u017en\u00edte jim odej\u00edt. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“Conclusion“ _builder_version=“4.27.4″ _module_preset=“default“ background_color=“#eeeeee“ global_colors_info=“{}“][et_pb_row _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ header_3_font_size=“33px“ global_colors_info=“{}“]<\/p>\n Z\u00e1kazn\u00edci si v\u0161\u00edmaj\u00ed, pamatuj\u00ed si a odm\u011b\u0148uj\u00ed obchody, kter\u00e9 se staraj\u00ed o \u017eivotn\u00ed prost\u0159ed\u00ed. S bl\u00ed\u017e\u00edc\u00ed se nejru\u0161n\u011bj\u0161\u00ed n\u00e1kupn\u00ed sez\u00f3nou v roce i po n\u00ed jsou retailov\u00e9, kte\u0159\u00ed navrhuj\u00ed prost\u0159ed\u00ed, kter\u00e9 na n\u011b emocion\u00e1ln\u011b p\u016fsob\u00ed, p\u0159ipraveni z\u00edskat lv\u00ed pod\u00edl na loajalit\u011b a pozornosti nakupuj\u00edc\u00edch. <\/p>\n Dop\u0159ejte nakupuj\u00edc\u00edm n\u011bco, co na internetu nez\u00edskaj\u00ed: atmosf\u00e9ru, kv\u016fli kter\u00e9 stoj\u00ed za to se vr\u00e1tit. Kdy\u017e jsou va\u0161e m\u00e9dia v obchod\u011b slad\u011bn\u00e1 a z\u00e1m\u011brn\u00e1, vytv\u00e1\u0159ej\u00ed takov\u00fd soudr\u017en\u00fd z\u00e1\u017eitek, kv\u016fli kter\u00e9mu se lid\u00e9 vracej\u00ed. Stejn\u00e9 principy, d\u00edky nim\u017e je retail prost\u0159ed\u00ed zapamatovateln\u00e9, plat\u00ed i v pohostinstv\u00ed. Mood Media pom\u00e1h\u00e1 zna\u010dk\u00e1m v retail, QSR i mimo n\u011bj vytv\u00e1\u0159et prost\u0159ed\u00ed, kter\u00e1 podporuj\u00ed objevov\u00e1n\u00ed, prodlu\u017euj\u00ed dobu pobytu a buduj\u00ed trval\u00e1 spojen\u00ed. Prozkoumejte na\u0161e \u0159e\u0161en\u00ed nebo<\/a> se obra\u0165te na n\u00e1\u0161 t\u00fdm a<\/a> navrhn\u011bte z\u00e1\u017eitek, kter\u00fd si va\u0161i z\u00e1kazn\u00edci zapamatuj\u00ed. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“About the Authors“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_row column_structure=“2_3,1_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“2_3″ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n [\/et_pb_text][et_pb_toggle title=“PANBlast“ admin_label=“PanBlast Toggle“ _builder_version=“4.27.0″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n PANBlast, divize spole\u010dnosti PAN, poskytuje slu\u017eby nov\u011b vznikaj\u00edc\u00edm a rychle rostouc\u00edm zna\u010dk\u00e1m v technologick\u00e9m sektoru B2B SaaS. D\u00edky v\u00edce ne\u017e 20 let\u016fm \u00fasp\u011b\u0161n\u00e9ho p\u016fsoben\u00ed hluboce rozum\u00edme jedine\u010dn\u00fdm v\u00fdzv\u00e1m p\u0159i roz\u0161i\u0159ov\u00e1n\u00ed podnik\u00e1n\u00ed v oblasti SaaS. Spoluprac\u00ed se spole\u010dnost\u00ed PANBlast z\u00edsk\u00e1te modern\u00ed PR agenturu pro SaaS, kter\u00e1 rozum\u00ed tomu, jak realizovat PR programy, kter\u00e9 budou m\u00edt obchodn\u00ed dopad. <\/p>\n [\/et_pb_toggle][et_pb_divider color=“#eeeeee“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_divider][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n [\/et_pb_text][et_pb_toggle title=“Pr\u016fzkum Mood Media“ admin_label=“Survey Toggle“ _builder_version=“4.27.4″ _module_preset=“default“ global_colors_info=“{}“]<\/p>\n Spole\u010dnost Mood Media provedla v roce 2025 pr\u016fzkum mezi 1 000 dosp\u011bl\u00fdmi Ameri\u010dany ve v\u011bku nad 18 let ve spolupr\u00e1ci se spole\u010dnost\u00ed Dynata, p\u0159edn\u00ed glob\u00e1ln\u00ed platformou pro data a poznatky, kter\u00e1 propojuje v\u00fdzkumn\u00edky se spot\u0159ebiteli a obchodn\u00edky. Studie zkoumala n\u00e1kupn\u00ed chov\u00e1n\u00ed, smyslov\u00e9 preference a vliv atmosf\u00e9rick\u00fdch prvk\u016f v obchod\u011b nap\u0159\u00ed\u010d r\u016fzn\u00fdmi demografick\u00fdmi skupinami. V\u00fdzkum analyzoval reakce z\u00e1kazn\u00edk\u016f na hudbu, v\u016fn\u011b a vizu\u00e1ln\u00ed design, genera\u010dn\u00ed rozd\u00edly v n\u00e1kupn\u00edch zvyklostech a postoje k retail z\u00e1\u017eitk\u016fm v retail a hospitality prost\u0159ed\u00ed. <\/p>\n [\/et_pb_toggle][\/et_pb_column][et_pb_column type=“1_3″ _builder_version=“4.27.4″ _module_preset=“default“ border_radii=“on|10px|10px|10px|10px“ global_colors_info=“{}“][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ header_3_font_size=“24px“ global_colors_info=“{}“]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=“4.27.0″ _module_preset=“default“ header_3_font_size=“24px“ global_colors_info=“{}“]<\/p>\nAtmosf\u00e9ra nen\u00ed hluk v pozad\u00ed<\/b><\/h2>\n
Kdy\u017e je atmosf\u00e9ra spr\u00e1vn\u00e1, z\u00e1kazn\u00edci se zdr\u017e\u00ed.<\/b><\/h2>\n
Dobr\u00e1 hudba a v\u010dasn\u00e9 propaga\u010dn\u00ed akce jsou obl\u00edben\u00e9 u z\u00e1kazn\u00edk\u016f<\/b><\/h2>\n
Snadn\u00e9 nalezen\u00ed, snadn\u00fd n\u00e1kup<\/b><\/h2>\n
Kte\u0159\u00ed retailov\u00e9 prodejci maj\u00ed prostor pro r\u016fst<\/b><\/h2>\n
Z\u00e1v\u011br: Nepodce\u0148ujte s\u00edlu atmosf\u00e9ry<\/b><\/h3>\n
O autorech<\/b><\/a><\/h4>\n
O pr\u016fzkumu<\/b><\/a><\/h4>\n
Souvisej\u00edc\u00ed \u010dl\u00e1nky<\/b><\/h3>\n
Jak smyslov\u00fd design m\u011bn\u00ed sez\u00f3nn\u00ed nakupov\u00e1n\u00ed<\/b><\/h4>\n