{"id":762703,"date":"2023-10-19T11:32:51","date_gmt":"2023-10-19T10:32:51","guid":{"rendered":"https:\/\/moodmedia.com\/uncategorized-cz\/vyvoj-obchodu-1940-1999\/"},"modified":"2023-11-27T19:16:12","modified_gmt":"2023-11-27T19:16:12","slug":"vyvoj-obchodu-1940-1999","status":"publish","type":"post","link":"https:\/\/moodmedia.com\/cz\/blog-cz\/v-obraze\/vyvoj-obchodu-1940-1999\/","title":{"rendered":"V\u00fdvoj obchodu 1940-1999"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; background_color=&#8220;#bababa&#8220; background_image=&#8220;https:\/\/moodmedia.com\/wp-content\/uploads\/2023\/05\/evolution-pt-1-hero.webp&#8220; background_blend=&#8220;screen&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row column_structure=&#8220;3_4,1_4&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;3_4&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h1 class=\"bold new-hero-ext\">V\u00ddVOJ OBCHODU &#8211; <span class=\"m-gradient\">1940-1999<\/span><\/h1>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8220;1_4&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row column_structure=&#8220;2_5,3_5&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;2_5&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h2><b><span class=\"m-gradient\">1940 &#8211; 1999<\/span><br \/>\u00dasvit konzumn\u00ed spole\u010dnosti<\/b><\/h2>\n<p class=\"intro2\">S koncem druh\u00e9 sv\u011btov\u00e9 v\u00e1lky a n\u00e1vratem \u201esvobody pohybu\u201c vznikla modern\u00ed konzumn\u00ed spole\u010dnost, jak ji zn\u00e1me dnes. Spole\u010dn\u011b s rostouc\u00ed zam\u011bstnanost\u00ed a v\u0161eobecn\u00fdm pocitem radosti se form\u00e1t obchodu za\u010dal rychle roz\u0161i\u0159ovat a diverzifikovat. B\u011bhem n\u00e1sleduj\u00edc\u00edch pades\u00e1ti let se spot\u0159ebitel\u00e9 ocitli tv\u00e1\u0159\u00ed v tv\u00e1\u0159 nep\u0159ebern\u00e9 nab\u00eddce a bezhlav\u011b se vydali do \u00e9ry nadbytku!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8220;3_5&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<p class=\"intro2\"><b>Nechte se vt\u00e1hnout do obchod\u016f t\u00e9 doby s na\u0161\u00edm playlistem z konce 20. stolet\u00ed!<\/b><\/p>\n<p>[\/et_pb_text][et_pb_code _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<iframe style=\"border-radius:12px\" src=\"https:\/\/open.spotify.com\/embed\/playlist\/6rU3QBONMUhQ6yMJuL8NhN?utm_source=generator&amp;theme=0\" width=\"100%\" height=\"352\" frameborder=\"0\" allowfullscreen=\"\" allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\"><\/iframe>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; background_image=&#8220;https:\/\/moodmedia.com\/wp-content\/uploads\/2023\/05\/evolution-store-1-ft.webp&#8220; custom_margin=&#8220;||0px||false|false&#8220; custom_padding=&#8220;||0px||false|false&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row column_structure=&#8220;1_2,1_2&#8243; admin_label=&#8220;Titulek\/fotografie&#8220; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; background_enable_image=&#8220;off&#8220; custom_margin=&#8220;||0px||false|false&#8220; custom_padding=&#8220;||0px||false|false&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;1_2&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; background_color=&#8220;#FFFFFF&#8220; custom_margin=&#8220;50px||0px||false|false&#8220; custom_padding=&#8220;30px|30px|0px|30px|false|false&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h2><b>Trhy, supermarkety, hypermarkety!<\/b><\/h2>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8220;1_2&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; custom_margin=&#8220;0px||||false|false&#8220; custom_padding=&#8220;0px||||false|false&#8220; collapsed=&#8220;off&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; text_font_size=&#8220;16px&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<p>Vytvo\u0159il z\u00e1klad pro slevy nedostatek potravin v cel\u00e9 Evrop\u011b b\u011bhem v\u00e1lky? Je to dost mo\u017en\u00e9! Nebo to byla n\u00edzk\u00e1 kupn\u00ed s\u00edla pora\u017een\u00e9ho obyvatelstva, kter\u00e1 v hlav\u00e1ch bratr\u016f Albrechtov\u00fdch zrodila tuto my\u0161lenku? T\u00e9m\u011b\u0159 jist\u011b! Kdy\u017e Th\u00e9o a Karl Albrechtovi v roce 1946 p\u0159evzali mal\u00fd obchod sv\u00e9 matky o rozloze 100 m2, nikdo ne\u010dekal, \u017ee radik\u00e1ln\u011b <a href=\"https:\/\/moodmedia.com\/cz\/maloobchodni\/\">p\u0159evr\u00e1t\u00ed sv\u011bt maloobchodu<\/a>; ale p\u0159esn\u011b to ud\u011blali&#8230;<\/p>\n<p>Zpo\u010d\u00e1tku m\u011bli brat\u0159i kv\u016fli omezen\u00e9mu mno\u017estv\u00ed v\u00fdrobk\u016f omezen\u00e9 ruce, a tak se nechali inspirovat pov\u00e1le\u010dnou spo\u0159ivost\u00ed v N\u011bmecku a m\u00edsto modern\u00edho a inovativn\u00edho prodeje, v n\u011bj\u017e doufali, kdy\u017e podnik p\u0159evzali, vsadili na minimalismus. \u017divot v pov\u00e1le\u010dn\u00e9m N\u011bmecku byl t\u011b\u017ek\u00fd a utv\u00e1\u0159el zp\u016fsob, jak\u00fdm brat\u0159i podnikali. Sami m\u011bli m\u00e1lo pen\u011bz a mohli si dovolit nab\u00edzet jen z\u00e1kladn\u00ed zbo\u017e\u00ed. Situace se v\u0161ak pro bratry zm\u011bnila sp\u00ed\u0161e n\u00e1hodou, kdy\u017e narazili na geni\u00e1ln\u00ed obchodn\u00ed model: nab\u00eddn\u011bte z\u00e1kladn\u00ed zbo\u017e\u00ed za n\u00edzkou cenu a lid\u00e9 p\u0159ijdou. Hned od za\u010d\u00e1tku za\u010dali sni\u017eovat n\u00e1klady a pl\u00fdtv\u00e1n\u00ed, a to v\u010detn\u011b toho, co bylo do t\u00e9 doby v obchodech s potravinami b\u011b\u017en\u00e9: obsluhy u pultu. Brat\u0159i Albrechtov\u00e9 nav\u00e1zali na americkou tradici samoobsluhy, co\u017e jim umo\u017enilo d\u00e1le sn\u00ed\u017eit n\u00e1klady. Tento postup Aldi vyu\u017e\u00edv\u00e1 dodnes, kdy si z\u00e1kazn\u00edci d\u00e1vaj\u00ed n\u00e1kupy do ta\u0161ek sami!<\/p>\n<p>V Kanad\u011b a Spojen\u00fdch st\u00e1tech se supermarkety rychle roz\u0161\u00ed\u0159ily s rozvojem automobilismu a p\u0159edm\u011bstsk\u00e9 v\u00fdstavby po druh\u00e9 sv\u011btov\u00e9 v\u00e1lce. O n\u011bkolik let pozd\u011bji se za\u010daly po cel\u00e9m sv\u011bt\u011b rozr\u016fstat do podoby hypermarket\u016f, kter\u00e9 d\u0159\u00edv\u011bj\u0161\u00ed modely posunuly do extr\u00e9mu. Ve Francii zalo\u017eil prvn\u00ed z t\u011bchto nov\u00fdch gigant\u016f \u0159et\u011bzec supermarket\u016f Carrefour v Sainte-Genevi\u00e8ve-des-Bois. Tento nov\u00fd form\u00e1t se skl\u00e1dal z 18 automatick\u00fdch pokladen s dopravn\u00edmi p\u00e1sy, 400 parkovac\u00edch m\u00edst, benzinov\u00e9ho \u010derpadla, \u0159ad a front n\u00e1kupn\u00edch voz\u00edk\u016f, spousty speci\u00e1ln\u00edch nab\u00eddek a n\u00edzk\u00fdch cen. P\u0159edev\u0161\u00edm v\u0161ak \u010derstv\u00e9 produkty, potraviny, textil a dom\u00e1c\u00ed spot\u0159ebi\u010de pod jednou st\u0159echou vytv\u00e1\u0159ely dokonalou kombinaci v\u00fdb\u011bru a pohodl\u00ed. <a href=\"https:\/\/moodmedia.com\/cz\/zdroje\/maloobchodni\/7-prvku-jak-zlepsit-zazitky-a-zkusenosti-z-prodejny\/\">Z\u00e1\u017eitek z\u00e1kazn\u00edka v supermarketu<\/a> se st\u00e1val lep\u0161\u00edm pro pracuj\u00edc\u00ed obyvatelstvo, kter\u00e9 nem\u011blo \u010dasu nazbyt a tou\u017eilo po v\u0161em pod jednou st\u0159echou. S prodlu\u017euj\u00edc\u00edmi se pracovn\u00edmi dny nastal tak\u00e9 \u010das p\u0159ijmout opat\u0159en\u00ed t\u00fdkaj\u00edc\u00ed se otev\u00edrac\u00ed doby obchod\u016f. V roce 1946 zavedl \u0159et\u011bzec samoobsluh \u201e7 Eleven\u201c prvn\u00ed prodlou\u017eenou otev\u00edrac\u00ed dobu od 7 do 23 hodin a slavn\u00fdch \u201esedm dn\u00ed v t\u00fddnu\u201c, \u010d\u00edm\u017e zp\u016fsobil revoluci ve zku\u0161enostech z\u00e1kazn\u00edk\u016f.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; background_color=&#8220;#eeeeee&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row column_structure=&#8220;3_5,2_5&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;3_5&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h2><b>Revoluce v placen\u00ed<\/b><\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; text_font_size=&#8220;16px&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<p>V tomto obdob\u00ed prob\u00edhala dal\u0161\u00ed velk\u00e1 revoluce. V roce 1949 Frank McNamara a jeho obchodn\u00ed partner Ralph Schneider vytvo\u0159ili prvn\u00ed p\u0159\u00edklad kreditn\u00ed karty &#8211; &#8222;Diner&#8217;s Club&#8220;, kter\u00fd umo\u017e\u0148oval 200 \u010dlen\u016fm stravovat se na \u00fav\u011br ve 27 newyorsk\u00fdch restaurac\u00edch. Kr\u00e1tce pot\u00e9, co se na sc\u00e9n\u011b objevila karta Diner&#8217;s Club, uvedla Bank of America na trh prvn\u00ed verzi kreditn\u00ed karty, kter\u00e1 umo\u017e\u0148ovala u\u017eivatel\u016fm p\u0159en\u00e1\u0161et z\u016fstatek na kreditn\u00ed kart\u011b z m\u011bs\u00edce na m\u011bs\u00edc. V roce 1966 vydali slavnou kartu BankAmericard. <\/p>\n<p>Tento nov\u00fd vzru\u0161uj\u00edc\u00ed zp\u016fsob placen\u00ed n\u00e1s zavede do roku 1969, kdy modern\u00ed magnetick\u00fd prou\u017eek vynalezl in\u017een\u00fdr spole\u010dnosti IBM Forrest Parry. Vytvo\u0159il zp\u016fsob, jak na plastovou kartu nalepit magnetick\u00fd prou\u017eek, a tento vyn\u00e1lez brzy p\u0159ijaly spole\u010dnosti vyd\u00e1vaj\u00edc\u00ed kreditn\u00ed karty jako n\u00e1stroj pro pohodl\u00ed i bezpe\u010dnost.<\/p>\n<p>Tato platebn\u00ed revoluce zaznamenala je\u0161t\u011b v\u011bt\u0161\u00ed prom\u011bnu, kdy\u017e byl instalov\u00e1n prvn\u00ed bankomat; \u00fadajn\u011b v roce 1967 v bance Barclays v severn\u00edm Lond\u00fdn\u011b Johnem Shepherdem-Barronem a jeho t\u00fdmem. Barronovi vadilo, \u017ee si nem\u016f\u017ee nechat proplatit \u0161eky po zav\u0159en\u00ed bank (co\u017e byla \u010dasto jedin\u00e1 voln\u00e1 chv\u00edle, kdy tak mohl u\u010dinit). Inspirov\u00e1n my\u0161lenkou automat\u016f na \u010dokol\u00e1du p\u0159i\u0161el s pl\u00e1nem vytvo\u0159it automat, kter\u00fd by m\u00edsto \u010dokol\u00e1dy vyd\u00e1val pen\u00edze!<\/p>\n<p>V roce 1973 u\u017e bylo mo\u017en\u00e9 platit za n\u00e1kupy bez obvykl\u00e9 hotovosti a o rok pozd\u011bji, v dob\u011b, kdy vznikal internet, vynalezl Roland Moreno \u010dipovou kartu, p\u0159edch\u016fdce karty, kterou pou\u017e\u00edv\u00e1me dodnes. Odtud n\u00e1sledovala \u0159ada etap: v roce 1980 se objevily prvn\u00ed elektronick\u00e9 platebn\u00ed termin\u00e1ly, v roce 1986 byla na trh uvedena prvn\u00ed \u010dipov\u00e1 karta CB a v n\u00e1sleduj\u00edc\u00edm roce byla vybavena hologramem pro zv\u00fd\u0161en\u00ed bezpe\u010dnosti a ochrany dr\u017eitele.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8220;2_5&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_image src=&#8220;https:\/\/moodmedia.com\/wp-content\/uploads\/2023\/10\/credit-card-300&#215;300-1-300&#215;300-1.webp&#8220; title_text=&#8220;kreditn\u00ed-karta-300&#215;300&#8243; force_fullwidth=&#8220;on&#8220; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<p>V roce 1990 museli spot\u0159ebitel\u00e9 p\u0159i placen\u00ed za n\u00e1kupy zad\u00e1vat \u010dty\u0159m\u00edstn\u00fd k\u00f3d a o \u0161est let pozd\u011bji jim hork\u00e1 linka CB umo\u017enila v p\u0159\u00edpad\u011b ztr\u00e1ty nebo kr\u00e1de\u017ee karty platbu zastavit. V roce 1997 byla do cel\u00e9ho sv\u011bta vyvezena \u010dipov\u00e1 karta, francouzsk\u00fd vyn\u00e1lez, a na trh byla uvedena prvn\u00ed mezin\u00e1rodn\u00ed karta pro v\u00fdb\u011br hotovosti.<\/p>\n<p>Byla to dlouh\u00e1 cesta n\u00e1stroje, kter\u00fd zp\u016fsobil revoluci v procesu n\u00e1kupu v obchod\u011b. Z\u00e1sadn\u011b zm\u011bnil \u201epokladn\u00ed\u201c \u010d\u00e1st maloobchodn\u00edch prodejen, p\u0159i\u010dem\u017e pokladny se b\u011bhem n\u00e1sleduj\u00edc\u00edch 30 let posunuly od placen\u00ed \u201ev hotovosti\u201c k modern\u00edmu platebn\u00edmu syst\u00e9mu, kter\u00fd zn\u00e1me dodnes. V roce 1973 byl zaveden \u010d\u00e1rov\u00fd k\u00f3d (patentovan\u00fd dv\u011bma americk\u00fdmi studenty v roce 1952) a vynalezen k\u00f3d UPC (mal\u00e9 \u010d\u00edslice pod svisl\u00fdmi \u010darami). Toto k\u00f3dov\u00e1n\u00ed se stalo b\u011b\u017enou z\u00e1le\u017eitost\u00ed a identifikace v\u00fdrobk\u016f urychlila procesy v prodejn\u00edch m\u00edstech. P\u016fvodn\u011b byly vyhrazeny pro ozna\u010dov\u00e1n\u00ed vlakov\u00fdch vagon\u016f, nakonec je v roce 1974 za\u010dal pou\u017e\u00edvat supermarket Commander Systems na bal\u00ed\u010dc\u00edch \u017ev\u00fdka\u010dek!<\/p>\n<p>St\u00e1le levn\u011bj\u0161\u00ed ne\u017e \u010dipy RFID &#8211; ale na jak dlouho? St\u00e1le se jedn\u00e1 o univerz\u00e1ln\u00ed n\u00e1stroj pro ozna\u010dov\u00e1n\u00ed v\u00fdrobk\u016f, kter\u00fd je pro profesion\u00e1ly stejn\u011b snadn\u00fd jako pro z\u00e1kazn\u00edky, kte\u0159\u00ed d\u00edky n\u011bmu u\u0161et\u0159\u00ed \u010das u pokladny. \u010c\u00e1rov\u00fd k\u00f3d je skute\u010dnou revoluc\u00ed ve zku\u0161enostech z\u00e1kazn\u00edk\u016f, o kter\u00e9 se v\u0161ak mluv\u00ed jen z\u0159\u00eddka!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row column_structure=&#8220;1_3,2_3&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;1_3&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h2><b>Vn\u00edmejte to a vra\u0165te se!<\/h2>\n<p><\/b>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8220;2_3&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; text_font_size=&#8220;16px&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<p>rom\u011b t\u011bchto platebn\u00edch zm\u011bn do\u0161lo v tomto obdob\u00ed tak\u00e9 k z\u00e1sadn\u00ed zm\u011bn\u011b marketingov\u00fdch p\u0159\u00edstup\u016f, kter\u00e9 jsou st\u00e1le c\u00edlen\u011bj\u0161\u00ed. Zejm\u00e9na d\u00edky zapojen\u00ed smysl\u016f a metod jejich aktivace se za\u010dal rozv\u00edjet smyslov\u00fd marketing, kter\u00fd se vyzna\u010doval inovativn\u00ed \u201epersonalizac\u00ed\u201c.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=&#8220;1_2,1_2&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;1_2&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_image src=&#8220;https:\/\/moodmedia.com\/wp-content\/uploads\/2023\/10\/retail-marketing-instore-282&#215;300-1.webp&#8220; title_text=&#8220;maloobchodn\u00ed marketing v obchod\u011b&#8220; force_fullwidth=&#8220;on&#8220; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][\/et_pb_image][\/et_pb_column][et_pb_column type=&#8220;1_2&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; text_font_size=&#8220;16px&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<p>Co se t\u00fd\u010de atmosf\u00e9ry, n\u011bkter\u00e9 obchody si zvykly b\u011bhem nakupov\u00e1n <a href=\"https:\/\/moodmedia.com\/cz\/zvukova-reseni\/hudba-pro-podnikani\/\">pou\u0161t\u011bt hudbu<\/a>, aby z\u00e1kazn\u00edky pobavily a samoz\u0159ejm\u011b je p\u0159im\u011bly z\u016fstat v t\u011bchto nov\u00fdch obytn\u00fdch prostor\u00e1ch co nejd\u00e9le. Av\u0161ak tehdej\u0161\u00ed technologick\u00e9 prost\u0159edky vy\u017eadovaly, aby maloobchodn\u00ed prodejny zam\u011bstn\u00e1valy n\u011bkoho, kdo by se o nep\u0159etr\u017eit\u00e9 vys\u00edl\u00e1n\u00ed hudby staral. Zde p\u0159i\u0161el na \u0159adu <a href=\"https:\/\/moodmedia.com\/cz\/blog-cz\/vnitrni-nalada\/historie-muzaku\/\">Muzak<\/a> (p\u0159edch\u016fdce spole\u010dnosti Mood Media), kter\u00fd v roce 1954 vynalezl prvn\u00ed nekone\u010dnou hudebn\u00ed kazetu, kter\u00e1 \u201eautomaticky\u201c pokryla dobu trv\u00e1n\u00ed n\u00e1kupu.<\/p>\n<p>V roce 1992 se spole\u010dnost Abercrombie &amp; Fitch stala jedn\u00edm z nejv\u011bt\u0161\u00edch hr\u00e1\u010d\u016f na trhu, kdy\u017e zm\u011bnila svou pozici a zam\u011b\u0159ila se na smyslov\u00fd marketing. Kombinac\u00ed osv\u011btlen\u00ed, hudby a <a href=\"https:\/\/moodmedia.com\/cz\/vonne-roztoky\/\">\u010dichov\u00fdch signatur<\/a> se prodejn\u00ed m\u00edsta stala skute\u010dn\u00fdm p\u0159\u00edkladem atraktivity a v\u00fdsledky prodeje se v\u00fdrazn\u011b zv\u00fd\u0161ily, co\u017e je\u0161t\u011b v\u00edce zd\u016fraznilo v\u00fdznam atmosf\u00e9ry v prodejn\u011b, smyslov\u00e9ho marketingu a jeho vlivu na celkovou spot\u0159ebu.<\/p>\n<p>Ve Francii spole\u010dnost Mood Media obnovila zvukov\u00fd design vytv\u00e1\u0159en\u00edm <a href=\"https:\/\/moodmedia.com\/cz\/zvukova-reseni\/vlastni-hudba-pro-firmy\/\">personalizovan\u00fdch playlist\u016f<\/a>, p\u0159i\u010dem\u017e jej\u00edmi prvn\u00edmi klienty byly spole\u010dnosti Celio a Sephora. Sou\u010d\u00e1st\u00ed byla pr\u00e1ce na p\u0159esn\u00e9m zac\u00edlen\u00ed na z\u00e1kazn\u00edky a poskytov\u00e1n\u00ed hudby, kter\u00e1 odpov\u00eddala jejich o\u010dek\u00e1v\u00e1n\u00edm. Na po\u010d\u00e1tku 90. let se tak\u00e9 objevily v prodejn\u00edch m\u00edstech prvn\u00ed obrazovky, kter\u00e9 slou\u017eily hlavn\u011b k reklamn\u00edm \u00fa\u010del\u016fm a kter\u00e9 se v roce 2000 roz\u0161\u00ed\u0159ily a na\u0161ly zcela jin\u00e9 vyu\u017eit\u00ed.<\/p>\n<p>Smyslov\u00fd marketing umo\u017e\u0148uje &#8222;bavit&#8220; z\u00e1kazn\u00edka v m\u00edst\u011b prodeje, ale nebr\u00e1n\u00ed prodejc\u016fm, aby si polo\u017eili jednoduchou a nesm\u00edrn\u011b d\u016fle\u017eitou ot\u00e1zku: Jak p\u0159im\u011bt z\u00e1kazn\u00edky, aby se do obchodu vraceli? Prvn\u00ed odpov\u011b\u010f p\u0159inesl leteck\u00fd pr\u016fmysl, kter\u00fd byl v d\u016fsledku deregulace odsouzen ke zv\u00fd\u0161en\u00e9 konkurenci. V roce 1981 spustily aerolinky American Airlines program Frequent Flyer, syst\u00e9m odm\u011bn pro sv\u00e9 v\u011brn\u00e9 z\u00e1kazn\u00edky.<\/p>\n<p>Jak jste jist\u011b pochopili, v t\u00e9 dob\u011b byly zavedeny prvn\u00ed skute\u010dn\u00e9 v\u011brnostn\u00ed programy, kter\u00e9 se rychle roz\u0161\u00ed\u0159ily do dal\u0161\u00edch odv\u011btv\u00ed, po\u010d\u00ednaje hotelov\u00fdm pr\u016fmyslem (Holiday Inn a Marriott &#8211; 1983), p\u0159es p\u016fj\u010dovny automobil\u016f (National Rental Car &#8211; 1987) a\u017e po spole\u010dnost Groupe Casino a jej\u00ed \u201eClub Avantage\u201c. Brzy n\u00e1sledovala dal\u0161\u00ed velk\u00e1 jm\u00e9na francouzsk\u00e9ho maloobchodu, nap\u0159\u00edklad Galeries Lafayette a BHV na po\u010d\u00e1tku roku 2000.<\/p>\n<p>Z\u00edsk\u00e1v\u00e1n\u00ed v\u011brnosti z\u00e1kazn\u00edk\u016f se st\u00e1v\u00e1 jednou z hlavn\u00edch v\u00fdzev ve sv\u011bt\u011b, kter\u00fd se rozhodn\u011b orientuje na spot\u0159ebitele, kde je konkurence st\u00e1le tvrd\u0161\u00ed a digit\u00e1ln\u00ed ukl\u00e1d\u00e1n\u00ed dat postupuje ka\u017ed\u00fdm dnem. Z\u00e1kazn\u00edci dost\u00e1vaj\u00ed mo\u017enost vyu\u017e\u00edt slevov\u00fdch nab\u00eddek, d\u00edky kter\u00fdm mohou z\u00edskat odm\u011bnou za sv\u00e9 p\u0159edchoz\u00ed n\u00e1kupy produkt zdarma! To je ale z\u00e1\u017eitek!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8220;1&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; background_color=&#8220;#eeeeee&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_row _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_column type=&#8220;4_4&#8243; _builder_version=&#8220;4.19.4&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;][et_pb_text _builder_version=&#8220;4.22.0&#8243; _module_preset=&#8220;default&#8220; global_colors_info=&#8220;{}&#8220;]<\/p>\n<h2><b>Obr na lovu&#8230;<\/b><\/h2>\n<p class=\"intro2\">T\u011bchto pades\u00e1t let polo\u017eilo z\u00e1klady modern\u00ed konzumn\u00ed spole\u010dnosti. Velikost maloobchodn\u00edch prodejen se d\u00e1le zv\u011bt\u0161ovala, aby se i m\u00e9n\u011b majetn\u00e9 soci\u00e1ln\u00ed vrstvy p\u0159im\u011bly k nakupov\u00e1n\u00ed a utr\u00e1cen\u00ed. Krom\u011b t\u011bchto faktor\u016f se do pop\u0159ed\u00ed rozhodov\u00e1n\u00ed distributor\u016f a prodejc\u016f dost\u00e1v\u00e1 z\u00e1kaznick\u00e1 zku\u0161enost. Pokud ne dnes, tak v \u017e\u00e1dn\u00e9 jin\u00e9 dob\u011b nebyla spot\u0159eba tak plodn\u00e1 a optimalizovan\u00e1 d\u00edky zvl\u00e1\u0161tn\u00ed pozornosti v\u011bnovan\u00e9 z\u00e1kaznick\u00e9 zku\u0161enosti. Od 70. let 20. stolet\u00ed se form\u00e1ty stabilizovaly a inovace byly st\u00e1le vz\u00e1cn\u011bj\u0161\u00ed, tak\u017ee nastal \u010das naj\u00edt nov\u00e9 zp\u016fsoby, jak p\u0159il\u00e1kat lidi do m\u00edsta prodeje!<\/p>\n<p class=\"intro2\">Obdob\u00ed mezi rokem 1970 a 21. stolet\u00edm bylo posledn\u00edm obdob\u00edm zcela fyzick\u00e9ho maloobchodu, kdy se v\u0161ichni sna\u017eili naj\u00edt zp\u016fsob, jak z\u00edskat, pochopit, zaujmout a udr\u017eet si z\u00e1kazn\u00edky pomoc\u00ed st\u00e1le p\u0159esn\u011bj\u0161\u00edch marketingov\u00fdch model\u016f a \u00fa\u010dinn\u00fdch a bezpe\u010dn\u00fdch technologick\u00fdch n\u00e1stroj\u016f. V z\u00e1kulis\u00ed v\u0161ak prob\u00edh\u00e1 revoluce a na sc\u00e9n\u011b se objevuje obr: Internet se postupn\u011b demokratizuje a elektronick\u00e9 obchodov\u00e1n\u00ed m\u016f\u017ee n\u00e1hle vystoupit ze st\u00ednu&#8230;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ve t\u0159et\u00edm d\u00edle na\u0161eho seri\u00e1lu o v\u00fdvoji obchodu se zab\u00fdv\u00e1me technologick\u00fdm a logistick\u00fdm pokrokem, kter\u00fdm maloobchodn\u00ed prodejny pro\u0161ly v letech 1940 a\u017e 1999: Do\u0161lo k obrovsk\u00e9mu posunu ve zp\u016fsobu, jak\u00fdm maloobchodn\u00edci spolupracovali se z\u00e1kazn\u00edky prost\u0159ednictv\u00edm v\u00fdb\u011bru a pohodl\u00ed, a tak\u00e9 k nov\u00fdm revolu\u010dn\u00edm zp\u016fsob\u016fm placen\u00ed. <\/p>\n","protected":false},"author":2,"featured_media":760288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[5325,5412],"tags":[],"class_list":["post-762703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-cz","category-v-obraze"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>V\u00fdvoj obchodu 1940-1999 | Mood Media \u010cesk\u00e1 Republika<\/title>\n<meta name=\"description\" content=\"Ve t\u0159et\u00edm d\u00edle na\u0161eho seri\u00e1lu o v\u00fdvoji obchodu se zab\u00fdv\u00e1me technologick\u00fdm a logistick\u00fdm pokrokem, kter\u00fdm maloobchodn\u00ed prodejny pro\u0161ly v letech 1940 a\u017e 1999: Do\u0161lo k obrovsk\u00e9mu posunu ve zp\u016fsobu, jak\u00fdm maloobchodn\u00edci spolupracovali se z\u00e1kazn\u00edky prost\u0159ednictv\u00edm v\u00fdb\u011bru a pohodl\u00ed, a tak\u00e9 k nov\u00fdm revolu\u010dn\u00edm zp\u016fsob\u016fm placen\u00ed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"V\u00fdvoj obchodu 1940-1999\" \/>\n<meta property=\"og:description\" content=\"Ve t\u0159et\u00edm d\u00edle na\u0161eho seri\u00e1lu o v\u00fdvoji obchodu se zab\u00fdv\u00e1me technologick\u00fdm a logistick\u00fdm pokrokem, kter\u00fdm maloobchodn\u00ed prodejny pro\u0161ly v letech 1940 a\u017e 1999: Do\u0161lo k obrovsk\u00e9mu posunu ve zp\u016fsobu, jak\u00fdm maloobchodn\u00edci spolupracovali se z\u00e1kazn\u00edky prost\u0159ednictv\u00edm v\u00fdb\u011bru a pohodl\u00ed, a tak\u00e9 k nov\u00fdm revolu\u010dn\u00edm zp\u016fsob\u016fm placen\u00ed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/moodmedia.com\/cz\/blog-cz\/v-obraze\/vyvoj-obchodu-1940-1999\/\" \/>\n<meta property=\"og:site_name\" content=\"Mood Media \u010cesk\u00e1 Republika\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/moodmediauk\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-19T10:32:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-27T19:16:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/moodmedia.com\/wp-content\/uploads\/2023\/10\/evolution-store-3-ft.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"625\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brad Bond\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" 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