{"id":382,"date":"2024-06-24T20:15:10","date_gmt":"2024-06-24T20:15:10","guid":{"rendered":"https:\/\/www.ecommerceupdate.com.br\/?p=382"},"modified":"2024-06-24T20:17:07","modified_gmt":"2024-06-24T20:17:07","slug":"entregas-e-precos-como-fidelizar-clientes-no-e-commerce","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/cs\/entregas-e-precos-como-fidelizar-clientes-no-e-commerce\/","title":{"rendered":"Dod\u00e1vky a ceny: jak budovat loajalitu z\u00e1kazn\u00edk\u016f v e-commerce?"},"content":{"rendered":"

Philip Kotler, ve sv\u00e9 knize (\u017e.)\u201cspr\u00e1va marketingu spole\u010dnosti\u201d<\/em>, uv\u00e1d\u00ed, \u017ee vyhr\u00e1t nov\u00e9ho z\u00e1kazn\u00edka stoj\u00ed p\u011btkr\u00e1t a\u017e sedmkr\u00e1t v\u00edce ne\u017e udr\u017eet ty sou\u010dasn\u00e9 Koneckonc\u016f, pro opakuj\u00edc\u00edho se z\u00e1kazn\u00edka nen\u00ed nutn\u00e9 v\u011bnovat \u00fasil\u00ed v marketingu prezentovat zna\u010dku a z\u00edskat d\u016fv\u011bru Tento spot\u0159ebitel ji\u017e zn\u00e1 spole\u010dnost, slu\u017ebu a produkty.<\/p>\n\n\n\n

V online prost\u0159ed\u00ed je tento \u00fakol strategi\u010dt\u011bj\u0161\u00ed kv\u016fli nedostatku zku\u0161enost\u00ed tv\u00e1\u0159\u00ed v tv\u00e1\u0159<\/em>. loajalita k z\u00e1kazn\u00edk\u016fm v elektronick\u00e9m obchodov\u00e1n\u00ed vy\u017eaduje ur\u010dit\u00e9 konkr\u00e9tn\u00ed akce, kter\u00e9 spot\u0159ebitele uspokoj\u00ed, pos\u00edl\u00ed vztah a p\u0159im\u011bj\u00ed ho nakupovat \u010dast\u011bji.<\/p>\n\n\n\n

Zji\u0161t\u011bn\u00ed se m\u016f\u017ee zd\u00e1t samoz\u0159ejm\u00e9, ale je mo\u017en\u00e9 si ponechat pouze kupuj\u00edc\u00ed, kte\u0159\u00ed byli spokojeni se zku\u0161enostmi, kter\u00e9 m\u011bli. Pokud jsou nespokojeni nap\u0159\u00edklad z d\u016fvodu chyby v platebn\u00edm procesu nebo v \u010dasov\u011b n\u00e1ro\u010dn\u00e9m doru\u010den\u00ed, nemus\u00ed se vr\u00e1tit a st\u00e1le mluvit \u0161patn\u011b o zna\u010dce.<\/p>\n\n\n\n

Na druhou stranu je loajalita v\u00fdhodn\u00e1 i pro spot\u0159ebitele P\u0159i objeven\u00ed spolehliv\u00e9ho e-commerce, s kvalitn\u00edmi produkty a f\u00e9rovou cenou, dobr\u00fdmi slu\u017ebami a v\u010dasn\u00fdmi dod\u00e1vkami, se neopot\u0159ebov\u00e1v\u00e1 a za\u010d\u00edn\u00e1 vn\u00edmat ten obchod jako referenci To vytv\u00e1\u0159\u00ed d\u016fv\u011bru a d\u016fv\u011bryhodnost, \u017ee mu spole\u010dnost slou\u017e\u00ed t\u00edm nejlep\u0161\u00edm zp\u016fsobem.<\/p>\n\n\n\n

V tomto sc\u00e9n\u00e1\u0159i jsou pro zaji\u0161t\u011bn\u00ed v\u011brnostn\u00edho procesu z\u00e1sadn\u00ed dva prvky: dod\u00e1vky a ceny. Je zaj\u00edmav\u00e9 zn\u00e1t n\u011bkter\u00e9 z\u00e1sadn\u00ed strategie pro pos\u00edlen\u00ed t\u011bchto operac\u00ed, zejm\u00e9na ve virtu\u00e1ln\u00edm prost\u0159ed\u00ed:<\/p>\n\n\n\n

1) Investice do posledn\u00ed m\u00edle<\/em><\/strong> <\/p>\n\n\n\n

Posledn\u00ed f\u00e1ze dod\u00e1vky spot\u0159ebiteli je jedn\u00edm z kl\u00ed\u010d\u016f k zaji\u0161t\u011bn\u00ed dobr\u00e9 zku\u0161enosti Ve spole\u010dnosti s n\u00e1rodn\u00ed kapil\u00e1rou je nap\u0159\u00edklad nezbytn\u00e9 uzav\u0159\u00edt partnerstv\u00ed s m\u00edstn\u00edmi organizacemi, kter\u00e9 dok\u00e1\u017e\u00ed dod\u00e1vky zvl\u00e1dnout personalizovan\u011bj\u0161\u00edm zp\u016fsobem Krom\u011b toho je tipem podporovat v\u00fdm\u011bny a \u0161kolen\u00ed s region\u00e1ln\u00edmi doru\u010dovateli, aby objedn\u00e1vka dorazila v perfektn\u00edm stavu a s tv\u00e1\u0159\u00ed zna\u010dky Kone\u010dn\u011b tato strategie st\u00e1le zlev\u0148uje n\u00e1klady a sni\u017euje p\u0159epravu spot\u0159ebitel\u016f, \u010d\u00edm\u017e p\u0159in\u00e1\u0161\u00ed \u0159e\u0161en\u00ed jedn\u00e9 z hlavn\u00edch bolest\u00ed dne\u0161n\u00edho trhu online prodeje.<\/p>\n\n\n\n

2) Balen\u00ed<\/strong><\/p>\n\n\n\n

D\u016fle\u017eit\u00fd je \u010das zabalit produkt. Zach\u00e1zet s ka\u017edou dod\u00e1vkou jako s jedine\u010dnou, s ohledem na pot\u0159eby balen\u00ed a zvl\u00e1\u0161tnosti ka\u017ed\u00e9 polo\u017eky je z\u00e1sadn\u00ed pro zaji\u0161t\u011bn\u00ed dobr\u00e9 manipulace. Krom\u011b toho je rozd\u00edl v p\u0159izp\u016fsoben\u00ed dod\u00e1vek pomoc\u00ed personalizovan\u00fdch dotyk\u016f, jako jsou ru\u010dn\u011b psan\u00e9 karty, parf\u00e9my st\u0159\u00edkan\u00e9 a zas\u00edl\u00e1n\u00ed d\u00e1rk\u016f.<\/p>\n\n\n\n

3) Omnikan\u00e1l<\/em><\/strong><\/p>\n\n\n\n

M\u00edt datov\u00e9 n\u00e1stroje a d\u016fkladnou a pe\u010dlivou anal\u00fdzu je v podniku z\u00e1sadn\u00ed pro to, aby se tato zku\u0161enost dostala ke spot\u0159ebiteli. V\u00fdhody jsou \u010detn\u00e9. Za prv\u00e9, existuje asertivn\u011bj\u0161\u00ed komunikace a chyt\u0159ej\u0161\u00ed strategie, kdy\u017e implementujeme omnikan\u00e1lov\u00fd<\/em>, proto\u017ee u\u017eivatel m\u00e1 jednotn\u00fd z\u00e1\u017eitek online i offline. Slu\u017eba se st\u00e1v\u00e1 je\u0161t\u011b personalizovan\u011bj\u0161\u00ed a p\u0159esn\u011bj\u0161\u00ed.<\/p>\n\n\n\n

4) Tr\u017ei\u0161t\u011b<\/em><\/strong><\/p>\n\n\n\n

Vstup do \u0161ir\u0161\u00edho prost\u0159ed\u00ed nab\u00eddek umo\u017e\u0148uje rozmanit\u00e9 n\u00e1kupn\u00ed mo\u017enosti Tak je mo\u017en\u00e9 uspokojit nejrozmanit\u011bj\u0161\u00ed pot\u0159eby ve\u0159ejnosti, p\u0159in\u00e1\u0161et alternativy ke v\u0161em vkus\u016fm a styl\u016fm Dnes se n\u00e1stroj stal nezbytn\u00fdm pro e-commerce, Je nutn\u00e9 nab\u00eddnout diverzifikovan\u00e9 mo\u017enosti, s asertivn\u00edmi \u0159e\u0161en\u00edmi po\u017eadavk\u016f ve\u0159ejnosti, stejn\u011b jako zam\u011b\u0159it se na r\u016fzn\u00e9 nab\u00eddky s n\u00edzkou cenou mo\u017enost\u00ed.<\/p>\n\n\n\n

5) Za\u010dlen\u011bn\u00ed<\/strong><\/p>\n\n\n\n

A kone\u010dn\u011b, p\u0159em\u00fd\u0161len\u00ed o inkluzivn\u00edch platform\u00e1ch umo\u017e\u0148uje demokratickou slu\u017ebu a oslovuje je\u0161t\u011b v\u011bt\u0161\u00ed publikum Nab\u00eddka n\u00e1kup\u016f po telefonu nebo WhatsApp a tak\u00e9 personalizovan\u00e1 slu\u017eba lidem prost\u0159ednictv\u00edm SAC jsou dnes \u0161iroce pou\u017e\u00edvan\u00e9 alternativy.<\/p>","protected":false},"excerpt":{"rendered":"

Philip Kotler, em seu livro \u201cAdministra\u00e7\u00e3o de Marketing\u201d, afirma que conquistar um novo cliente custa de cinco a sete vezes mais que manter os atuais. Afinal, para o cliente recorrente n\u00e3o \u00e9 preciso dedicar esfor\u00e7o no marketing para apresentar a marca e obter confian\u00e7a. Esse consumidor j\u00e1 conhece a empresa, o atendimento e os produtos. […]<\/p>\n","protected":false},"author":2,"featured_media":384,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,30,36],"tags":[],"class_list":{"0":"post-382","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artigos","8":"category-destaque","9":"category-dicas-artigos"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/382","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/comments?post=382"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/382\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media\/384"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media?parent=382"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/categories?post=382"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/tags?post=382"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}