{"id":766434,"date":"2023-11-15T13:38:23","date_gmt":"2023-11-15T13:38:23","guid":{"rendered":"https:\/\/moodmedia.com\/uncategorized-cz\/jak-mohou-maloobchodnici-maximalizovat-potencial-cerneho-patku\/"},"modified":"2023-11-21T12:28:47","modified_gmt":"2023-11-21T12:28:47","slug":"jak-mohou-maloobchodnici-maximalizovat-potencial-cerneho-patku","status":"publish","type":"post","link":"https:\/\/moodmedia.com\/cz\/blog-cz\/prumyslova-cocka\/jak-mohou-maloobchodnici-maximalizovat-potencial-cerneho-patku\/","title":{"rendered":"Jak mohou maloobchodn\u00edci maximalizovat potenci\u00e1l \u010dern\u00e9ho p\u00e1tku"},"content":{"rendered":"

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Jak mohou maloobchodn\u00edci<\/span> Maximalizovat potenci\u00e1l \u010dern\u00e9ho p\u00e1tku<\/b><\/h1>\n

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\u010cern\u00fd p\u00e1tek se stal nejru\u0161n\u011bj\u0161\u00edm n\u00e1kupn\u00edm dnem v roce a nyn\u00ed je hlavn\u00ed ud\u00e1lost\u00ed v kalend\u00e1\u0159i mnoha maloobchodn\u00edk\u016f a spot\u0159ebitel\u016f po cel\u00e9m sv\u011bt\u011b. Term\u00edn „\u010dern\u00fd p\u00e1tek<\/a> “ v\u0161ak nen\u00ed v plenk\u00e1ch<\/a> a ve skute\u010dnosti existuje ji\u017e od roku 1952 a ozna\u010duje den po Dni d\u00edk\u016fvzd\u00e1n\u00ed a za\u010d\u00e1tek v\u00e1no\u010dn\u00ed n\u00e1kupn\u00ed sez\u00f3ny ve Spojen\u00fdch st\u00e1tech.<\/p>\n

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Koncem 80. let se maloobchodn\u00edci rozhodli vyu\u017e\u00edt \u010cern\u00fd p\u00e1tek jako p\u0159\u00edle\u017eitost k propagaci sv\u00e9 zna\u010dky. V\u017edy se pl\u00e1noval jako den po Dni d\u00edk\u016fvzd\u00e1n\u00ed, ale pozd\u011bji se roz\u0161\u00ed\u0159il na cel\u00fd v\u00edkend pln\u00fd akc\u00ed, v\u00fdprodej\u016f a propaga\u010dn\u00edch akc\u00ed, a nyn\u00ed je pro maloobchodn\u00edky obrovskou p\u0159\u00edle\u017eitost\u00ed, kterou si mohou vychutnat. Jak v\u0161ak mohou prodejci v rostouc\u00ed konkurenci o nejlep\u0161\u00ed nab\u00eddky na \u010cern\u00fd p\u00e1tek maxim\u00e1ln\u011b vyu\u017e\u00edt potenci\u00e1l t\u00e9to spot\u0159ebitelsk\u00e9 akce, aby se ujistili, \u017ee jsou na prvn\u00edm m\u00edst\u011b, kdy\u017e z\u00e1kazn\u00edci vyr\u00e1\u017eej\u00ed s pen\u011bzi, a aby jejich zv\u011bdavost prom\u011bnili v tr\u017eby?<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_3,2_3″ _builder_version=“4.19.4″ _module_preset=“default“ custom_padding=“||0px||false|false“ global_colors_info=“{}“][et_pb_column type=“1_3″ _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_circle_counter number=“53″ bar_bg_color=“#aed55b“ circle_color=“#000000″ _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_circle_counter][\/et_pb_column][et_pb_column type=“2_3″ _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.19.4″ _module_preset=“default“ text_font_size=“36px“ text_line_height=“40px“ custom_padding=“50px||||false|false“ custom_padding_tablet=“10px||||false|false“ custom_padding_phone=“10px||||false|false“ custom_padding_last_edited=“on|tablet“ global_colors_info=“{}“]V\u011bd\u011bli jste, \u017ee
\n 53 % britsk\u00fdch z\u00e1kazn\u00edk\u016f<\/a>
\n<\/b> utrat\u00ed b\u011bhem \u010cern\u00e9ho p\u00e1tku v\u00edce pen\u011bz ne\u017e v p\u0159edchoz\u00edch letech?<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ _builder_version=“4.19.4″ _module_preset=“default“ background_color=“#eeeeee“ global_colors_info=“{}“][et_pb_row _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“4_4″ _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.19.4″ _module_preset=“default“ text_font_size=“16px“ global_colors_info=“{}“]P\u0159esto\u017ee spot\u0159ebitel\u00e9 v posledn\u00ed dob\u011b sn\u00ed\u017eili sv\u00e9 celkov\u00e9 diskre\u010dn\u00ed v\u00fddaje, zv\u00fd\u0161ili \u010d\u00e1stku, kterou si odlo\u017eili na \u010dern\u00fd p\u00e1tek, a tvrd\u00ed, \u017ee b\u011bhem v\u00edkendu Black Friday a nadch\u00e1zej\u00edc\u00ed prodejn\u00ed sez\u00f3ny budou utr\u00e1cet \u010dast\u011bji ne\u017e v p\u0159edchoz\u00edch letech. To znamen\u00e1, \u017ee spot\u0159ebitel\u00e9 jsou p\u0159ipraveni, ochotni a hladov\u00ed po v\u00fdhodn\u00fdch nab\u00eddk\u00e1ch. Maj\u00ed pen\u00edze na utr\u00e1cen\u00ed a jsou ochotni je utratit, kdy\u017e se jim naskytne vhodn\u00e1 p\u0159\u00edle\u017eitost. <\/p>\n

To je va\u0161e \u0161ance, jak zajistit, aby se rozlou\u010dili se sv\u00fdmi pen\u011bzi ve va\u0161\u00ed firm\u011b. \u00dasp\u011b\u0161n\u00e1 strategie pro \u010dern\u00fd p\u00e1tek vy\u017eaduje p\u0159esn\u011b vylad\u011bnou kombinaci v\u00edcekan\u00e1lov\u00e9ho marketingu a z\u00e1\u017eitk\u016f v obchod\u011b, kter\u00e9 tyto dychtiv\u00e9 z\u00e1kazn\u00edky p\u0159em\u011bn\u00ed v prodej.[\/et_pb_text][et_pb_divider color=“#dddddd“ _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_3,2_3″ _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_column type=“1_3″ _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][et_pb_text _builder_version=“4.19.4″ _module_preset=“default“ text_font_size=“16px“ global_colors_info=“{}“]<\/p>\n

Krok 1: Pos\u00edlen\u00ed.<\/b><\/h3>\n

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Vyniknout v p\u0159epln\u011bn\u00e9 m\u00edstnosti je v\u017edycky o\u0161idn\u00e9. A nen\u00ed mnoho p\u0159epln\u011bn\u00fdch m\u00edstnost\u00ed, kter\u00e9 by byly zapln\u011bny v\u00edce ne\u017e marketingov\u00e9 akce na \u010cern\u00fd p\u00e1tek, kter\u00e9 jsme vid\u011bli v p\u0159edchoz\u00edch t\u00fddnech. Maloobchodn\u00edci vynakl\u00e1daj\u00ed velk\u00e9 \u010d\u00e1stky na propagaci sv\u00fdch nab\u00eddek v televizi, rozhlase a soci\u00e1ln\u00edch m\u00e9di\u00edch, aby se ujistili, \u017ee z\u00e1kazn\u00edci v\u011bd\u00ed o jejich p\u0159\u00edtomnosti ve v\u00fdprodej\u00edch na \u010cern\u00fd p\u00e1tek a zapamatuj\u00ed si jejich zna\u010dku. Pokud v\u0161ak cesta z\u00e1kazn\u00edka nevede a\u017e do obchodu a za pokladnu, pak v\u0161echny v\u00fddaje na marketing mohou b\u00fdt zbyte\u010dn\u00e9. \u00dasp\u011b\u0161n\u00ed prodejci vytv\u00e1\u0159ej\u00ed skute\u010dn\u00fd omnichannel z\u00e1\u017eitek, kter\u00fd propojuje a posiluje jejich zna\u010dku a prodejn\u00ed sd\u011blen\u00ed na v\u0161ech kontaktn\u00edch m\u00edstech se z\u00e1kazn\u00edky. To znamen\u00e1, \u017ee design va\u0161eho obchodu mus\u00ed z\u00e1kazn\u00edky nejen zaujmout, aby si odnesli pohlcuj\u00edc\u00ed z\u00e1\u017eitek, ale tak\u00e9 pos\u00edlit sd\u011blen\u00ed, kter\u00e1 vid\u011bli p\u0159edt\u00edm, ne\u017e p\u0159i\u0161li do obchodu. Toto uzn\u00e1n\u00ed zna\u010dky a informac\u00ed, kter\u00e9 obdr\u017eeli na v\u0161ech ostatn\u00edch kan\u00e1lech, d\u00e1le posiluje va\u0161i pozici, zvy\u0161uje rozpoznatelnost zna\u010dky a vytv\u00e1\u0159\u00ed soudr\u017en\u00fd v\u00edcekan\u00e1lov\u00fd marketing.<\/p>\n

[\/et_pb_text][et_pb_image src=“https:\/\/us.moodmedia.com\/1673938356090\/wp-content\/uploads\/2022\/09\/in-store-retail-ds-scaled.webp“ title_text=“in-store-retail-ds“ force_fullwidth=“on“ _builder_version=“4.19.4″ _module_preset=“default“ global_colors_info=“{}“][\/et_pb_image][et_pb_text _builder_version=“4.22.0″ _module_preset=“default“ text_font_size=“16px“ global_colors_info=“{}“]<\/p>\n

Digit\u00e1ln\u00ed n\u00e1pisy,<\/a> kter\u00e9 ukazuj\u00ed videa a vizu\u00e1ly, je\u017e spot\u0159ebitel\u00e9 vid\u011bli online, pos\u00edl\u00ed sd\u011blen\u00ed zna\u010dky a poskytnou poutav\u00fd, vzru\u0161uj\u00edc\u00ed a zaj\u00edmav\u00fd obsah, kdy\u017e vstoup\u00ed a pokra\u010duj\u00ed v cest\u011b po va\u0161em obchod\u011b. Umo\u017e\u0148uje dynamicky upravovat strategii a nab\u00eddky pro \u010dern\u00fd p\u00e1tek a neust\u00e1le informovat n\u00e1v\u0161t\u011bvn\u00edky o nejnov\u011bj\u0161\u00edch akc\u00edch. Krom\u011b toho z\u00edsk\u00e1te v\u00fdhodu p\u0159ed konkurenc\u00ed, kter\u00e1 nemus\u00ed m\u00edt tak poutav\u00e9 vizu\u00e1ly, aby zaujala z\u00e1kazn\u00edky na \u010cern\u00fd p\u00e1tek jako vy.<\/p>\n

Svou strategii m\u016f\u017eete d\u00e1le pos\u00edlit reklamou v maloobchodn\u00edch m\u00e9di\u00edch v prodejn\u00e1ch. Spr\u00e1vn\u00e1 kombinace zvuku a videa vytv\u00e1\u0159\u00ed onmichannel z\u00e1\u017eitek, kter\u00fd motivuje chov\u00e1n\u00ed spot\u0159ebitel\u016f. Sjednocen\u00edm z\u00e1\u017eitkov\u00fdch m\u00e9di\u00ed na m\u00edst\u011b a reklamy v obchod\u011b v r\u00e1mci jedin\u00e9 digit\u00e1ln\u00ed platformy mohou podniky digitalizovat a p\u0159izp\u016fsobit n\u00e1kupn\u00ed z\u00e1\u017eitek tak, jak to modern\u00ed spot\u0159ebitel\u00e9 vy\u017eaduj\u00ed, a z\u00e1rove\u0148 ovlivnit z\u00e1kazn\u00edka v nejvlivn\u011bj\u0161\u00edch bodech n\u00e1kupn\u00ed cesty.<\/p>\n

Pokud jste \u00fasp\u011b\u0161n\u00ed a z\u00e1kazn\u00edci se sna\u017e\u00ed p\u0159ij\u00edt do obchodu, nezapome\u0148te, \u017ee jsou p\u0159ipraveni nakupovat! Odlo\u017eili si pen\u00edze stranou a jsou ochotni je utratit! Nyn\u00ed je ide\u00e1ln\u00ed \u010das podpo\u0159it v\u0161e, co jste propagovali, a vytvo\u0159it co nejlep\u0161\u00ed prodejn\u00ed z\u00e1\u017eitek, abyste zajistili, \u017ee u pokladny prom\u011bn\u00edte svou zv\u011bdavost.<\/p>\n

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Krok 2: Rezonujte.<\/b><\/h3>\n

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Chcete-li nav\u00e1zat kontakt se spot\u0159ebiteli, mus\u00edte s nimi souzn\u00edt na jejich \u00farovni. Zvukov\u00e9 zpr\u00e1vy a hudebn\u00ed playlisty, kter\u00e9 odr\u00e1\u017eej\u00ed to, co sly\u0161eli v r\u00e1diu, a soundtracky, kter\u00e9 s nimi rezonuj\u00ed, a „zvuk“ va\u0161\u00ed zna\u010dky vytv\u00e1\u0159ej\u00ed konzistenci, kter\u00e1 je pot\u0159ebn\u00e1 pro siln\u00fd branding.<\/p>\n

Vytv\u00e1\u0159en\u00ed poutav\u00fdch z\u00e1\u017eitk\u016f prost\u0159ednictv\u00edm pe\u010dliv\u011b sestaven\u00fdch seznam\u016f skladeb v obchod\u011b<\/a> umo\u017e\u0148uje spot\u0159ebitel\u016fm c\u00edtit se pochopeni, vid\u011bni a respektov\u00e1ni. Pokud budou m\u00edt pocit, \u017ee je va\u0161e zna\u010dka zn\u00e1, \u017ee je ch\u00e1pe, poc\u00edt\u00ed s va\u0161\u00ed zna\u010dkou spojen\u00ed a soun\u00e1le\u017eitost na podv\u011bdom\u00e9 \u00farovni, kter\u00e9 nelze dos\u00e1hnout jin\u00fdm zp\u016fsobem. S\u00edla zvuku je hmatateln\u00e1. Je to t\u00e9m\u011b\u0159 hmatateln\u00e9, proto\u017ee p\u0159i p\u0159ehr\u00e1v\u00e1n\u00ed hudby, kterou m\u00e1me r\u00e1di, m\u016f\u017eeme fyzicky c\u00edtit zm\u011bnu v na\u0161ich t\u011blech a emoc\u00edch. Pokud je do nich vnesete pomoc\u00ed pronikav\u00fdch a poutav\u00fdch sd\u011blen\u00ed a informac\u00ed o zna\u010dce v prodejn\u011b, m\u016f\u017eete je oslovit a motivovat ve vhodn\u00e9m okam\u017eiku rozhodnut\u00ed o koupi.<\/p>\n

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Krok 3: Respekt.<\/b><\/h3>\n

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Nezapom\u00ednejme, \u017ee z\u00e1kazn\u00edci mohou a maj\u00ed pr\u00e1vo opustit obchod a utratit sv\u00e9 pen\u00edze jinde. Nic nen\u00ed zaru\u010deno. Respektov\u00e1n\u00ed jejich rozhodnut\u00ed p\u0159ij\u00edt do obchodu, kdy\u017e si v\u0161imli va\u0161\u00ed zna\u010dky nad hlukem, je n\u011bco, co m\u00e1 dlouh\u00fd dosah. Zpr\u00e1vy, kter\u00e9<\/a> posiluj\u00ed va\u0161i vd\u011b\u010dnost za jejich z\u00e1kazn\u00edky, a poskytov\u00e1n\u00ed dal\u0161\u00edho obsahu, p\u0159\u00edle\u017eitost\u00ed a nab\u00eddek, kter\u00e9 mohou vyu\u017e\u00edt za to, \u017ee si vybrali pr\u00e1v\u011b v\u00e1s, zajist\u00ed, \u017ee z\u016fstanete v pop\u0159ed\u00ed z\u00e1jmu a zaru\u010d\u00ed dal\u0161\u00ed pozitivn\u00ed ohlasy je\u0161t\u011b dlouho pot\u00e9, co opust\u00ed v\u00e1\u0161 obchod.<\/p>\n

Sou\u010dasn\u011b s digit\u00e1ln\u00edmi \u0159e\u0161en\u00edmi mus\u00ed osobn\u00ed slu\u017eby poskytovan\u00e9 person\u00e1lem v prodejn\u011b pos\u00edlit i v\u0161echny ostatn\u00ed aspekty podnik\u00e1n\u00ed. Studie spole\u010dnosti Hubspot Research<\/a> zjistila, \u017ee 93 % z\u00e1kazn\u00edk\u016f pravd\u011bpodobn\u011b opakovan\u011b nakoup\u00ed u spole\u010dnost\u00ed, kter\u00e9 nab\u00edzej\u00ed vynikaj\u00edc\u00ed z\u00e1kaznick\u00fd servis. To znamen\u00e1, \u017ee skv\u011bl\u00e9 slu\u017eby z\u00e1kazn\u00edk\u016fm poskytovan\u00e9 va\u0161imi zam\u011bstnanci nejen\u017ee p\u0159isp\u011bj\u00ed k vytvo\u0159en\u00ed skv\u011bl\u00e9ho z\u00e1\u017eitku v prodejn\u011b, ale tak\u00e9 se pozitivn\u011b projev\u00ed na prodeji u pokladen. Zajist\u011bte, aby v\u0161ichni zam\u011bstnanci<\/a> byli pln\u011b informov\u00e1ni o misi Black Friday, aby v\u011bd\u011bli o nab\u00eddk\u00e1ch, p\u0159\u00edle\u017eitostech a zaj\u00edmav\u00fdch zp\u016fsobech, jak se spot\u0159ebitel\u00e9 mohou zapojit, a aby v\u011bd\u011bli, jak p\u0159i ka\u017ed\u00e9 p\u0159\u00edle\u017eitosti vyzdvihnout va\u0161i zna\u010dku. Nezapom\u00ednejme, \u017ee akce, jako je \u010cern\u00fd p\u00e1tek, mohou b\u00fdt pro prodejce i spot\u0159ebitele \u010dasto zb\u011bsil\u00e9, stresuj\u00edc\u00ed a intenzivn\u00ed. Nab\u00eddkou uklid\u0148uj\u00edc\u00edho, uvoln\u011bn\u00e9ho a p\u0159\u00edjemn\u00e9ho z\u00e1\u017eitku z prodeje jdete proti proudu, abyste v z\u00e1kazn\u00edc\u00edch zanechali trval\u00fd dojem, kter\u00fd v nich z\u016fstane je\u0161t\u011b dlouho pot\u00e9, co opust\u00ed v\u00e1\u0161 obchod.<\/p>\n

D\u00edky dokonal\u00e9 kombinaci zvukov\u00fdch a vizu\u00e1ln\u00edch z\u00e1\u017eitk\u016f v prodejn\u011b a skv\u011bl\u00e9mu z\u00e1kaznick\u00e9mu servisu mohou prodejci podpo\u0159it sv\u016fj marketing p\u0159ekvapiv\u00fdmi, poutav\u00fdmi a vzru\u0161uj\u00edc\u00edmi cestami z\u00e1kazn\u00edk\u016f, kter\u00e9 prom\u011bn\u00ed \u010dern\u00fd p\u00e1tek z utr\u00e1cen\u00ed v p\u0159\u00edjemn\u00e9 a napl\u0148uj\u00edc\u00ed spojen\u00ed s obchodem.<\/p>\n

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\u010cern\u00fd p\u00e1tek u\u0161el od sv\u00e9ho vzniku a negativn\u00edch konotac\u00ed z 50. let minul\u00e9ho stolet\u00ed dlouhou cestu.<\/b> V posledn\u00edch letech je to trochu zb\u011bsil\u00e9, proto\u017ee spot\u0159ebitel\u00e9 bojuj\u00ed o nejlep\u0161\u00ed nab\u00eddky a prodejci o pozornost. P\u0159esto mohou prodejci s rozvahou a nasazen\u00edm vytvo\u0159it dokonalou n\u00e1kupn\u00ed cestu, kter\u00e1 je uspokojiv\u00e1 a \u00fasp\u011b\u0161n\u00e1.<\/p>\n

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Je to nejv\u011bt\u0161\u00ed n\u00e1kupn\u00ed den v roce, ale jak se b\u011bhem \u010cern\u00e9ho p\u00e1tku prosadit? Maximalizujte p\u0159\u00edle\u017eitost pomoc\u00ed p\u0159esv\u011bd\u010div\u00e9 z\u00e1kaznick\u00e9 cesty.<\/p>\n","protected":false},"author":2,"featured_media":766390,"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":[5325,5510],"tags":[],"class_list":["post-766434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-cz","category-prumyslova-cocka"],"yoast_head":"\nJak mohou maloobchodn\u00edci maximalizovat potenci\u00e1l \u010dern\u00e9ho p\u00e1tku | Mood Media \u010cesk\u00e1 Republika<\/title>\n<meta name=\"description\" content=\"Je to nejv\u011bt\u0161\u00ed n\u00e1kupn\u00ed den v roce, ale jak se b\u011bhem \u010cern\u00e9ho p\u00e1tku prosadit? 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