{"id":10795,"date":"2023-03-11T16:19:24","date_gmt":"2023-03-11T15:19:24","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10795"},"modified":"2024-05-13T14:57:38","modified_gmt":"2024-05-13T12:57:38","slug":"in-store-komunikacia-v-nakupnom-spravani-spotrebitelov","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/in-store-komunikacia-v-nakupnom-spravani-spotrebitelov\/","title":{"rendered":"In-store komunik\u00e1cia v n\u00e1kupnom spr\u00e1van\u00ed spotrebite\u013eov"},"content":{"rendered":"

In-store komunik\u00e1cia<\/h2>\n

In-store komunik\u00e1cia predstavuje p\u00f4sobenie na z\u00e1kazn\u00edka v mieste predaja prostredn\u00edctvom n\u00e1strojov osobn\u00e9ho predaja, podpory predaja, merchandisingu a POP m\u00e9di\u00ed. V r\u00e1mci in-store komunik\u00e1cie zast\u00e1va nezastupite\u013en\u00e9 miesto aj atmosf\u00e9ra predajne. Vysekalov\u00e1 a kol. (2014, s.61) uv\u00e1dza, \u017ee viac ako 70-90% n\u00e1kupn\u00fdch rozhodnut\u00ed je realizovan\u00fdch z\u00e1kazn\u00edkom priamo v predajn\u00fdch miestach. Podiel impulz\u00edvnych n\u00e1kupov je ve\u013emi vysok\u00fd a z\u00e1kazn\u00edci sa \u010dasto nerozhoduj\u00fa o n\u00e1kupe racion\u00e1lne.
\nKomunik\u00e1cia v mieste predaja m\u00e1 v s\u00fa\u010dasnosti vysok\u00fd potenci\u00e1l aj preto, \u017ee z\u00e1kazn\u00edci \u0148ou nie s\u00fa nato\u013eko pres\u00fdten\u00ed, ako reklamou v m\u00e9di\u00e1ch, \u010di v tla\u010di. Z uveden\u00fdch d\u00f4vodov sa v r\u00e1mci marketingovej komunik\u00e1cie zameriavame predov\u0161etk\u00fdm na sp\u00f4soby ovplyv\u0148ovania n\u00e1kupn\u00fdch rozhodnut\u00ed v mieste predaja.<\/p>\n

Podpora predaja<\/h2>\n

Podpora predaja<\/a> m\u00e1 nezastupite\u013en\u00fa \u00falohu v r\u00e1mci p\u00f4sobenia na z\u00e1kazn\u00edka vo f\u00e1ze, ke\u010f sa rozhoduje v predajni medzi jednotliv\u00fdmi zna\u010dkami. Jej prim\u00e1rnym cie\u013eom je zv\u00fd\u0161enie predaja konkr\u00e9tneho produktu, ktor\u00e9 mo\u017eno dosiahnu\u0165 na z\u00e1klade ur\u010dit\u00fdch v\u00fdhod, zvy\u010dajne iba kr\u00e1tkodobo poskytovan\u00fdch z\u00e1kazn\u00edkom. Akcie podpory predaja s\u00fa realizovan\u00e9 v spolupr\u00e1ci v\u00fdrobcu a obchodn\u00edka a \u010dasto v kombin\u00e1ci\u00ed s reklamou, so z\u00e1merom podpori\u0165 jej ciele.<\/p>\n

Formy predaja<\/h3>\n

V s\u00fa\u010dasnosti je vyu\u017e\u00edvan\u00e9 \u0161irok\u00e9 spektrum r\u00f4znych foriem predaja, medzi ktor\u00e9 zara\u010fuje Heskov\u00e1 a kol. (2005, s.82) r\u00f4zne cenov\u00e9 zv\u00fdhodnenia, pr\u00e9mie vo forme tovaru zdarma alebo za zv\u00fdhodnen\u00fa cenu, kup\u00f3ny, bezplatn\u00e9 vzorky, predv\u00e1dzanie a ochutn\u00e1vky produktov, s\u00fa\u0165a\u017ee, vernostn\u00e9 programy, multibalenia, \u010dasovo obmedzen\u00fa bezplatn\u00fa doprava tovaru a \u010fal\u0161ie kr\u00e1tkodob\u00e9 v\u00fdhody pre z\u00e1kazn\u00edka. Vysekalov\u00e1 a kol. (2012, s.21\u201322) uv\u00e1dza, \u017ee prostredn\u00edctvom n\u00e1strojov podpory predaja nie je mo\u017en\u00e9 vytvori\u0165 trval\u00e9 preferencie z\u00e1kazn\u00edkov k ur\u010dit\u00e9mu produktu alebo zna\u010dke, a preto je zv\u00fd\u0161enie predaja \u010dasto iba do\u010dasn\u00e9. Z\u00e1kazn\u00edci \u010dasto ost\u00e1vaj\u00fa vern\u00ed zna\u010dke, ktor\u00fa nakupovali doposia\u013e. Dlhodobej\u0161ie p\u00f4sobenie zna\u010dky na z\u00e1kazn\u00edka je pod\u013ea tejto autorky mo\u017en\u00e9 dosiahnu\u0165 \u010dast\u00fdm a opakovan\u00fdm p\u00f4soben\u00edm na mieste predaja, na z\u00e1klade ktor\u00e9ho je u spotrebite\u013ea mo\u017en\u00e9 vytvori\u0165 tzv. podmienen\u00fd reflex na ur\u010dit\u00fd produkt alebo zna\u010dku, preto\u017ee si dan\u00fd produkt alebo zna\u010dku sp\u00e1ja s pr\u00edjemn\u00fdm z\u00e1\u017eitkom, ktor\u00fd u neho vyvolala akcia podpory predaja.<\/p>\n

Vernos\u0165 z\u00e1kazn\u00edkov<\/h3>\n

Heskov\u00e1 a kol. (2005, s.81) uv\u00e1dza, \u017ee akciami podpory predaja mo\u017eno z\u00edska\u0165 predov\u0161etk\u00fdm vernos\u0165 nest\u00e1lych z\u00e1kazn\u00edkov bez vyhranen\u00fdch preferenci\u00ed k ur\u010ditej zna\u010dke, a na druhej strane pritiahnu\u0165 z\u00e1kazn\u00edkov senzibiln\u00fdch na cenu. Z\u00e1rove\u0148 upozor\u0148uje, \u017ee d\u00f4sledkom \u010dast\u00fdch cenov\u00fdch zv\u00fdhodnen\u00ed ur\u010dit\u00e9ho produktu zn\u00e1mej zna\u010dky, m\u00f4\u017ee by\u0165 zn\u00ed\u017een\u00fd z\u00e1ujem z\u00e1kazn\u00edka o tento produkt, preto\u017ee m\u00f4\u017ee ma\u0165 pocit \u017ee dan\u00fd produkt je lacn\u00fd a menej kvalitn\u00fd. V\u00fdhodou podpory predaja je pod\u013ea Vysekalovej a kol. (2012, s.22) skuto\u010dnos\u0165, \u017ee z\u00e1kazn\u00edci nie s\u00fa akciami podpory predaja pres\u00fdten\u00ed a dokonca \u010das\u0165 z\u00e1kazn\u00edkov by uv\u00edtala v\u00e4\u010d\u0161iu intenzitu niektor\u00fdch z nich.<\/p>\n

Osobn\u00fd predaj<\/h2>\n

Predov\u0161etk\u00fdm v pr\u00edpade men\u0161\u00edch predajn\u00ed mo\u017eno hovori\u0165 o osobnom predaji<\/a>, ako o najd\u00f4le\u017eitej\u0161om n\u00e1stroji komunika\u010dn\u00e9ho mixu. Ak m\u00e1 by\u0165 osobn\u00fd predaj ako n\u00e1stroj komunika\u010dn\u00e9ho mixu efekt\u00edvny, person\u00e1l mus\u00ed by\u0165 dostato\u010dne kvalifikovan\u00fd, pokia\u013e ide o pon\u00fakan\u00fd sortiment.<\/p>\n

Predajn\u00fd person\u00e1l<\/h3>\n

Predajn\u00fd person\u00e1l mus\u00ed pozna\u0165 techniku predaja, dok\u00e1za\u0165 identifikova\u0165 \u010do si z\u00e1kazn\u00edk \u017eel\u00e1 a pre\u010do a vedie\u0165 jedna\u0165 so z\u00e1kazn\u00edkom. Osobn\u00fd kontakt so z\u00e1kazn\u00edkom umo\u017e\u0148uje predajn\u00e9mu person\u00e1lu z\u00edska\u0165 podrobn\u00e9 inform\u00e1cie o potreb\u00e1ch z\u00e1kazn\u00edka, ktor\u00fdm m\u00f4\u017ee n\u00e1sledne prisp\u00f4sobi\u0165 predajn\u00fa argument\u00e1ciu.
\nPredajn\u00fd person\u00e1l m\u00f4\u017ee ovplyvni\u0165 n\u00e1kupn\u00e9 spr\u00e1vanie z\u00e1kazn\u00edka predov\u0161etk\u00fdm vtedy, ak z\u00e1kazn\u00edk doposia\u013e neuskuto\u010dnil rozhodnutie o n\u00e1kupe konkr\u00e9tneho produktu, ak dan\u00fd produkt nakupuje po prv\u00fdkr\u00e1t alebo sa nevyzn\u00e1 v ur\u010ditom sortimente. Predajn\u00e1 obsluha m\u00f4\u017ee z\u00e1kazn\u00edka rovnako ovplyvni\u0165 aj pri v\u00fdbere zna\u010dky. V pr\u00edpade ak z\u00e1kazn\u00edk nepozn\u00e1 funkcie produktu, m\u00f4\u017ee mu predava\u010d navrhn\u00fa\u0165 produkt, ktor\u00fd najlep\u0161ie spln\u00ed jeho potreby a \u017eelania.<\/p>\n

Vlastnosti predajn\u00e9ho person\u00e1lu<\/h3>\n

Bez oh\u013eadu na to, \u010di z\u00e1kazn\u00edk v danej predajni n\u00e1kup uskuto\u010dnil alebo nie, predajn\u00fd person\u00e1l by mal by\u0165 mil\u00fd a zdvoril\u00fd, aby mal z\u00e1kazn\u00edk z\u00e1ujem o op\u00e4tovn\u00fa n\u00e1v\u0161tevu a n\u00e1kup v danej predajni. \u010casto doch\u00e1dza k pr\u00edpadom, kedy si z\u00e1kazn\u00edk v danej predajni nedok\u00e1\u017ee vybra\u0165 z ponuky a predajn\u00fd person\u00e1l d\u00e1va z\u00e1kazn\u00edkovi najavo, \u017ee ho t\u00fdm ob\u0165a\u017euje. V tak\u00fdchto situ\u00e1ci\u00e1ch je pravdepodobn\u00e9, \u017ee z\u00e1kazn\u00edk sa u\u017e do danej predajne nikdy nevr\u00e1ti.<\/p>\n

Merchandising<\/h2>\n

Merchandising<\/span>, ako jednu z techn\u00edk podpory predaja, definuj\u00fa P\u0159ikrylov\u00e1 a Jahodov\u00e1 (2010, s.89) ako \u201eprezent\u00e1ciu tovaru v reg\u00e1loch maloobchodn\u00fdch predajn\u00ed sp\u00f4sobom, ktor\u00fd optimalizuje predajn\u00fd potenci\u00e1l v\u00fdrobku.\u201c Najm\u00e4 pokia\u013e ide o ve\u013ekoplo\u0161n\u00e9 predajne, kde doch\u00e1dza k zni\u017eovaniu objemu predajn\u00e9ho person\u00e1lu, m\u00e1 spr\u00e1vne vykonan\u00fd merchandising ve\u013ek\u00fd vplyv na oslovenie a up\u00fatanie pozornosti z\u00e1kazn\u00edka. Jedn\u00fdm z cie\u013eov merchandisingu je aj pred\u013a\u017eenie doby, po\u010das ktorej si spotrebite\u013e prezer\u00e1 reg\u00e1l, \u010do m\u00e1 za n\u00e1sledok v\u00fdber z v\u00e4\u010d\u0161ieho mno\u017estva zna\u010diek.<\/p>\n

Zv\u00fd\u0161enie vidite\u013enosti tovaru<\/h3>\n

V\u00fdsledkom zle realizovan\u00e9ho merchandisingu je, \u017ee spotrebite\u013e si bez prem\u00fd\u0161\u013eania vyberie z reg\u00e1lu zna\u010dku, ktor\u00fa pozn\u00e1 a pr\u00edtomnos\u0165 ostatn\u00fdch zna\u010diek v reg\u00e1li ani nevn\u00edma. Podstatn\u00fdm prvkom merchandisingu je sekund\u00e1rne situovanie produktov do prenosn\u00fdch stojanov, \u010d\u00edm doch\u00e1dza k zdvojen\u00e9mu umiestneniu produktov a k ich v\u00e4\u010d\u0161ej vidite\u013enosti. Naj\u010dastej\u0161ie sa tak\u00fdmto sp\u00f4sobom prezentuj\u00fa nov\u00e9 produkty alebo zd\u00f4raz\u0148uj\u00fa akciov\u00e9 produkty. Prenosn\u00e9 stojany s\u00fa v mnoh\u00fdch pr\u00edpadoch ve\u013emi siln\u00fdm stimulom k n\u00e1kupu takto prezentovan\u00e9ho produktu. Efekt\u00edvne rozmiestnenie tovaru na predajnej ploche m\u00e1 s\u00favis s atrakt\u00edvnos\u0165ou jednotliv\u00fdch z\u00f3n predajne, z\u00e1vis\u00ed teda od pozornosti, ktor\u00fa z\u00e1kazn\u00edk jednotliv\u00fdm z\u00f3nam venuje.<\/p>\n

Atrakt\u00edvne, slab\u00e9 a m\u0155tve z\u00f3ny<\/h3>\n

Zamazalov\u00e1 (2009, s.179) \u010dlen\u00ed predajn\u00fa plochu na z\u00e1klade uveden\u00fdch v\u00fdchod\u00edsk na atrakt\u00edvne, slab\u00e9 a m\u0155tve (hluch\u00e9) z\u00f3ny. Atrakt\u00edvne z\u00f3ny sa nach\u00e1dzaj\u00fa pri pokladniach a v uli\u010dk\u00e1ch medzi reg\u00e1lmi. Atrakt\u00edvnym tovarom je pre spotrebite\u013ea tie\u017e tovar umiestnen\u00fd v reg\u00e1li pribli\u017ene vo v\u00fd\u0161ke o\u010d\u00ed. V atrakt\u00edvnych z\u00f3nach s\u00fa zvy\u010dajne umiestnen\u00e9 drah\u00e9 produkty a produkty vo v\u00fdpredaji. Pri pokladniach s\u00fa zvy\u010dajne umiest\u0148ovan\u00e9 produkty, ktor\u00e9 s\u00fa vecou impulz\u00edvnych n\u00e1kupov, ako \u017euva\u010dky, zmrzlina, baterky, \u010di holiace stroj\u010deky. Objem predaja t\u00fdchto produktov by bol v\u00fdrazne ni\u017e\u0161\u00ed, ak by boli umiestnen\u00e9 iba priamo v reg\u00e1loch predajnej plochy. V hluch\u00fdch z\u00f3nach, ktor\u00fdmi s\u00fa napr\u00edklad konce reg\u00e1lov, umiestnenie na \u00faplnom vrchu alebo spodku reg\u00e1la a k\u00faty predajne, je vhodn\u00e9 umiestni\u0165 tovar, pre n\u00e1kup ktor\u00e9ho sa z\u00e1kazn\u00edk rozhoduje e\u0161te pred n\u00e1v\u0161tevou predajne, ide teda predov\u0161etk\u00fdm o z\u00e1kladn\u00e9 potraviny. Slab\u00e9 z\u00f3ny na predajnej ploche nep\u00fataj\u00fa pozornos\u0165 z\u00e1kazn\u00edka vo ve\u013ekej miere, ale z\u00e1rove\u0148 n\u00edm nie s\u00fa ani vynech\u00e1van\u00e9. Ide teda o z\u00f3ny neutr\u00e1lne.<\/p>\n

Dlh\u00fd n\u00e1kupn\u00fd okruh<\/h3>\n

V snahe zv\u00fd\u0161i\u0165 objem impulz\u00edvnych n\u00e1kupov, obchodn\u00edci \u010dasto prostredn\u00edctvom merchandisingu vytv\u00e1raj\u00fa v predajni tzv. dlh\u00fd n\u00e1kupn\u00fd okruh. Ide o tak\u00fd sp\u00f4sob vystavenia sortimentu, ktor\u00fdm sa obchodn\u00edk sna\u017e\u00ed previes\u0165 z\u00e1kazn\u00edka celou plochou predajne. Produkty dennej spotreby s\u00fa pri tom umiestnen\u00e9 v zadn\u00fdch \u010dastiach predajne. Pr\u00edkladom produktu, ktor\u00fd je takmer vo v\u0161etk\u00fdm pr\u00edpadoch umiestnen\u00fd na \u00faplnom konci, v rohu predajne, je chlieb a pe\u010divo. Z\u00e1kazn\u00edk, ktor\u00fd chce k\u00fapi\u0165 napr\u00edklad iba tieto polo\u017eky, je n\u00faten\u00fd prejs\u0165 okolo mno\u017estva reg\u00e1lov, teda tzv. dlh\u00fdm n\u00e1kupn\u00fdm okruhom. M\u00e1 pri tom mo\u017enos\u0165 v\u0161imn\u00fa\u0165 si aj produkty, ktor\u00e9 by inak nevyh\u013ead\u00e1val. V\u00fdsledkom je okrem n\u00e1kupu pl\u00e1novanej polo\u017eky aj realiz\u00e1cia nepl\u00e1novan\u00fdch n\u00e1kupov.<\/p>\n

POS m\u00e9di\u00e1<\/h2>\n

POS m\u00e9di\u00e1 (point of sale) s\u00fa rozli\u010dn\u00e9 komunika\u010dn\u00e9 prostriedky umiest\u0148ovan\u00e9 vo vn\u00fatri predajnej jednotky a v jej bezprostrednej bl\u00edzkosti. Bo\u010dek, Jesensk\u00fd a Krofi\u00e1nov\u00e1 (2009, s.18) rozde\u013euj\u00fa POS m\u00e9dia pod\u013ea sp\u00f4sobu pou\u017eitia na p\u00e4\u0165 skup\u00edn, a to na reg\u00e1lov\u00e9 POS, kam zara\u010fuj\u00fa napr. deli\u010de, vymedzova\u010de, pod\u00e1va\u010de, dr\u017eiaky vzoriek, infoli\u0161ty, a tie\u017e wobblery a stoppery. Do skupiny podlahov\u00fdch POS n\u00e1strojov autori zara\u010fuj\u00fa podlahov\u00fa grafiku, p\u00fata\u010de, stojany, displeje, r\u00f4zne modely produktov a tie\u017e reklamn\u00e9 odpadkov\u00e9 ko\u0161e. Skupinu POS n\u00e1strojov k pokladniam tvoria dr\u017eiaky let\u00e1kov, displeje, mincovn\u00edky sl\u00fa\u017eiace k vr\u00e1teniu pe\u0148az\u00ed a r\u00f4zne p\u00fata\u010de. N\u00e1stenn\u00fdmi POS m\u00e9diami s\u00fa napr\u00edklad sveteln\u00e9 reklamy, vlajky, poster r\u00e1my a tie\u017e p\u00fata\u010de. Medzi ostatn\u00e9 POS m\u00e9dia autori zara\u010fuj\u00fa ohrani\u010denia pl\u00f4ch, promost\u00e1nky, nafukovadl\u00e1, termin\u00e1ly, elektronick\u00e9 m\u00e9dia, slne\u010dn\u00edky, okenn\u00fa grafiku \u010fal\u0161ie.<\/p>\n

POS m\u00e9dia v mieste predaja<\/h3>\n

POS m\u00e9dia v mieste predaja, nadv\u00e4zuj\u00face na reklamn\u00fa kampa\u0148, ktor\u00fa z\u00e1kazn\u00edk videl napr\u00edklad v telev\u00edzi\u00ed alebo po\u010dul v r\u00e1diu, podporuj\u00fa vo v\u00fdraznej miere efekt\u00edvnos\u0165 tejto reklamnej kampane. V pr\u00edpade, \u017ee sa prostredn\u00edctvom reklamnej kampane dostala ur\u010dit\u00e1 zna\u010dka do pozornosti z\u00e1kazn\u00edka, ktor\u00fd n\u00e1sledne v mieste predaja nen\u00e1jde komunika\u010dn\u00e9 prostriedky nadv\u00e4zuj\u00face na inform\u00e1cie z reklamnej kampane, v\u00fdsledkom bude, \u017ee z\u00e1kazn\u00edk si pravdepodobne na existenciu produktu v mieste predaja ani nespomenie, alebo produkt nen\u00e1jde.<\/p>\n

POP komunik\u00e1cia<\/h3>\n

POP komunik\u00e1cia predstavuje pod\u013ea Karl\u00ed\u010dka a Kr\u00e1\u013ea (2011, s.111) \u201eposledn\u00fa pr\u00edle\u017eitos\u0165, kedy je mo\u017en\u00e9 kupuj\u00facich presved\u010di\u0165, aby si zak\u00fapili produkt z danej produktovej kateg\u00f3rie, a aby si navy\u0161e zvolili produkt danej zna\u010dky.\u201c V\u00fdhodou POP m\u00e9di\u00ed je skuto\u010dnos\u0165, \u017ee p\u00f4sobia na cie\u013eov\u00fdch z\u00e1kazn\u00edkov pr\u00e1ve v okamihu ich n\u00e1kupn\u00e9ho rozhodovania. Dok\u00e1\u017eu z\u00e1kazn\u00edkovi poskytn\u00fa\u0165 k\u013e\u00fa\u010dov\u00e9 inform\u00e1cie o produkte a v\u00fdhod\u00e1ch, ktor\u00e9 n\u00e1kupom dan\u00e9ho produktu z\u00edska. M\u00f4\u017ee \u00eds\u0165 napr\u00edklad o v\u00fd\u0161ku z\u013eavy alebo po\u010det bodov vo vernostnom syst\u00e9me. \u00da\u010dinn\u00e9 POS m\u00e9dia v mieste predaja a spr\u00e1vne realizovan\u00fd merchandising plnia predov\u0161etk\u00fdm \u00falohu stimul\u00e1cie z\u00e1kazn\u00edkov k impulz\u00edvnym, nepl\u00e1novan\u00fdm n\u00e1kupom. S\u00fa schopn\u00e9 zmeni\u0165 n\u00e1kupn\u00fa rutinu a stimulova\u0165 z\u00e1kazn\u00edkov k n\u00e1kupu doposia\u013e nevysk\u00fa\u0161an\u00fdch produktov. V kone\u010dnom d\u00f4sledku dok\u00e1\u017eu efekt\u00edvne POP m\u00e9dia zna\u010dne zv\u00fd\u0161i\u0165 objem predaja produktu.<\/p>\n

Atmosf\u00e9ra predajne<\/h2>\n

Atmosf\u00e9ra predajne zohr\u00e1va popri n\u00e1strojoch in-store komunik\u00e1cie nemenej d\u00f4le\u017eit\u00fa \u00falohu. M\u00e1 schopnos\u0165 prid\u00e1va\u0165 produktom hodnotu a z\u00e1rove\u0148 komunikova\u0165. Atmosf\u00e9ru predajne vytv\u00e1ra \u201earchitekt\u00fara budovy, vchod do predajne, log\u00e1 a n\u00e1pisy, celkov\u00e1 upravenos\u0165 okolia, vn\u00fatorn\u00e9 usporiadanie maloobchodnej jednotky, pou\u017eit\u00e9 materi\u00e1ly, osvetlenie, hudba, mikroklimatick\u00e9 podmienky, person\u00e1l a mnoho \u010fal\u0161\u00edch prvkov.\u201c (Zamazalov\u00e1, 2009, s.211)<\/p>\n

Prvky atmosf\u00e9ry predajne<\/h3>\n

Jednotliv\u00e9 prvky atmosf\u00e9ry predajne m\u00f4\u017eu u spotrebite\u013ea v\u00fdznamne ovplyvni\u0165 v\u00fdber predajne a n\u00e1kup konkr\u00e9tneho produktu v mieste predaja. V r\u00e1mci atmosf\u00e9ry predajne mo\u017eno hovori\u0165 o v\u00fdzname hudby v n\u00e1kupnom spr\u00e1van\u00ed spotrebite\u013eov.<\/p>\n

Hudba v predajni<\/h3>\n

Hudba m\u00e1 v\u00fdznamn\u00fd vplyv na to, \u010di sa z\u00e1kazn\u00edk c\u00edti v predajni pr\u00edjemne. Ak hudba zodpoved\u00e1 jeho vkusu, pova\u017euje prostredie predajne za pr\u00edjemn\u00e9 a pravdepodobnos\u0165 op\u00e4tovnej n\u00e1v\u0161tevy danej predajne st\u00fapa. Podstatn\u00e9 je, aby zvukov\u00e1 kulisa zodpovedala vkusu majoritnej \u010dasti z\u00e1kazn\u00edkov predajne. Pr\u00edtomnos\u0165 hudby v predajni m\u00f4\u017ee zv\u00fd\u0161i\u0165 dobu, ktor\u00fd z\u00e1kazn\u00edk v danej predajni str\u00e1vi a tie\u017e dobu ochoty jeho \u010dakania napr\u00edklad v rade pri pokladni.
\nBo\u010dek, Jesensk\u00fd a Krofi\u00e1nov\u00e1 (2009, s.48) uv\u00e1dzaj\u00fa na z\u00e1klade poznatkov z v\u00fdskumov, \u017ee napr\u00edklad r\u00fdchlos\u0165ou hudby mo\u017eno ovplyvni\u0165 r\u00fdchlos\u0165 pohybu z\u00e1kazn\u00edkov v predajni. V pr\u00edpade rytmickej\u0161ej hudby sa z\u00e1kazn\u00edci pohybuj\u00fa v predajni r\u00fdchlej\u0161ie. Naopak je to v pr\u00edpade pomal\u0161ej, pokojnej hudby, ktor\u00e1 spoma\u013euje pohyb z\u00e1kazn\u00edka. Pomal\u0161ou hudbou tak mo\u017eno dosiahnu\u0165, \u017ee z\u00e1kazn\u00edk str\u00e1vi v\u00fdberom produktov viac \u010dasu.
\nTypom hudby m\u00f4\u017ee zase obchodn\u00edk ovplyvni\u0165 v\u00fdber konkr\u00e9tneho produktu. Autori z\u00e1rove\u0148 uv\u00e1dzaj\u00fa pr\u00edklad z prostredia vinot\u00e9ky, v ktorej z\u00e1kazn\u00edci pri hran\u00ed klasickej hudby preferovali v\u00fdber drah\u0161\u00edch typov v\u00edna a pri franc\u00fazskych mel\u00f3di\u00e1ch uprednost\u0148ovali sk\u00f4r v\u00fdber franc\u00fazskych zna\u010diek v\u00edna. Spr\u00e1vne zvolen\u00e1 hudba v \u010dase n\u00e1kupov pred sviatkami, najm\u00e4 Vianocami, dok\u00e1\u017ee stimulova\u0165 z\u00e1kazn\u00edka k n\u00e1kupu v\u00e4\u010d\u0161ieho mno\u017estva produktov.<\/p>\n

Farby v predajni<\/h3>\n

Z\u00e1kladom pre v\u00fdber farieb v predajnej jednotke je druh pon\u00fakan\u00e9ho sortimentu a positioning firmy. Farby ako \u010derven\u00e1 a \u017elt\u00e1 sa vyu\u017e\u00edvaj\u00fa pri upozor\u0148ovan\u00ed z\u00e1kazn\u00edka na r\u00f4zne cenov\u00e9 z\u013eavy a in\u00e9 v\u00fdhodn\u00e9 ponuky, preto\u017ee na neho p\u00f4sobia ako v\u00fdzva k akcii. Biela farba vytv\u00e1ra dojem \u010distoty a kvality. Na navodenie luxusnej atmosf\u00e9ry sa vyu\u017e\u00edva strieborn\u00e1 a zlat\u00e1 farba. Pestr\u00e9 farby sa vyu\u017e\u00edvaj\u00fa najm\u00e4 v sortimente pre deti.<\/p>\n

Teplota v predajni a osvetlenie<\/h3>\n

Teplota v predajni nesmie p\u00f4sobi\u0165 ru\u0161ivo ani pri dlhodobom v\u00fdbere produktov. D\u00f4le\u017eit\u00e1 je tie\u017e intenzita osvetlenia predajne a farba svetla. Dojem vy\u0161\u0161ej \u00farovne predajne m\u00f4\u017ee navodi\u0165 nasvietenie konkr\u00e9tnych reg\u00e1lov.<\/p>\n

Usporiadanie predajne<\/h3>\n

Pokia\u013e ide o vn\u00fatorn\u00e9 usporiadanie predajne, d\u00f4le\u017eit\u00e9 je vytvori\u0165 ur\u010dit\u00fa \u0161trukt\u00faru pod\u013ea oddelen\u00ed s prihliadnut\u00edm na logiku z\u00e1kazn\u00edka, orienta\u010dn\u00e9 body a hlavn\u00e9 cesty, ktor\u00e9 dok\u00e1\u017eu previes\u0165 z\u00e1kazn\u00edka predaj\u0148ou, a z\u00e1rove\u0148 nepozme\u0148ova\u0165 pri\u010dasto usporiadanie sortimentu v reg\u00e1loch. Cie\u013eom t\u00fdchto opatren\u00ed je dobr\u00e1 orient\u00e1cia z\u00e1kazn\u00edka v predajni. Ak z\u00e1kazn\u00edk h\u013ead\u00e1 po\u017eadovan\u00fd sortiment dlho, alebo ho nevie n\u00e1js\u0165, m\u00f4\u017ee ho to odradi\u0165 od n\u00e1kupu.<\/p>\n","protected":false},"excerpt":{"rendered":"

In-store komunik\u00e1cia In-store komunik\u00e1cia predstavuje p\u00f4sobenie na z\u00e1kazn\u00edka v mieste predaja prostredn\u00edctvom n\u00e1strojov osobn\u00e9ho predaja, podpory predaja, merchandisingu a POP m\u00e9di\u00ed. V r\u00e1mci in-store komunik\u00e1cie … <\/p>\n","protected":false},"author":21,"featured_media":24908,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,549],"tags":[],"class_list":["post-10795","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-obchod","category-pracujem"],"yoast_head":"\nIn-store komunik\u00e1cia v n\u00e1kupnom spr\u00e1van\u00ed spotrebite\u013eov<\/title>\n<meta name=\"description\" content=\"Komunik\u00e1cia na predajni, tzv. in-store komunik\u00e1cia. 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