{"id":15276,"date":"2012-03-06T13:00:00","date_gmt":"2012-03-06T15:00:00","guid":{"rendered":"https:\/\/www.silutesnaujienos.lt\/lt\/rinkodaros-fokusai-kas-slypi-po-skrybele\/"},"modified":"2012-03-06T13:00:00","modified_gmt":"2012-03-06T15:00:00","slug":"rinkodaros-fokusai-kas-slypi-po-skrybele","status":"publish","type":"post","link":"https:\/\/www.silutesnaujienos.lt\/lt\/rinkodaros-fokusai-kas-slypi-po-skrybele\/","title":{"rendered":"Rinkodaros fokusai \u2013 kas slypi po skryb\u0117le"},"content":{"rendered":"<p>&nbsp;<a target=\"_blank\" rel=\"caption[Prekybos centras. \/ lespolettes.blogspot.com (mille fanatik) nuotr.] noopener noreferrer\" class=\"jcepopup\" href=\"\/\/silutesnaujienos.lt\/images\/stories\/2012\/03\/06\/Supermarket_by_mlle_fanatik.jpg\" data-rel=\"lightbox-gallery-LJSjnVL8\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" style=\"margin: 5px; float: left;\" class=\"caption\" title=\"Prekybos centras. \/ lespolettes.blogspot.com (mille fanatik) nuotr.\" alt=\"mlle fanatik\" src=\"\/\/silutesnaujienos.lt\/images\/stories\/2012\/03\/06\/thumbnails\/thumb_Supermarket_by_mlle_fanatik.jpg\" height=\"230\" width=\"307\" \/><\/a><strong>\u201ePa\u017evelkite tiesai \u012f akis &#8211; pirk\u0117jai niekada ne\u017eino, ko jiems reikia. Ir niekada nesu\u017einos. \u0160ie vargingi sutv\u0117rimai net ne\u017eino, ko jiems nereikia\u201c<em>. Steven Brown \u201eKankinkite savo pirk\u0117jus\u201c<\/em><\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Vie\u0161nag\u0119 parduotuv\u0117je galima prilyginti pasivaik\u0161\u010diojimui po park\u0105 &#8211; kai oras gra\u017eus, norisi kuo ilgiau dairytis \u012f med\u017eius ir skai\u010diuoti varnas.<\/p>\n<p>Apsipirkimas taip pat didele dalimi remiasi emocijomis. Paskai\u010diuota, kad kas tre\u010dias sprendimas pirkti yra priimamas pa\u010dioje prekybos vietoje, o daugiau nei pus\u0117 \u012f m\u016bs\u0173 krep\u0161elius atgulan\u010di\u0173 pirkini\u0173 &#8211; impulsyv\u016bs. Prekybininkai tai puikiai \u017eino, kadangi u\u017e neplanuotus pirkinius susi\u017eeria net 33 proc. vis\u0173 savo pajam\u0173<\/p>\n<p>Atsispirti rinkodaros vilion\u0117ms lengviau, kai jas perkandi. Tad \u201eSwedbank&#8221; Asmenini\u0173 finans\u0173 institutas atskleid\u017eia kelet\u0105 j\u0173.<\/p>\n<ul>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Ilgas mar\u0161rutas. <\/strong>Tyrimai rodo, kad vidutini\u0161kai vienas pirk\u0117jas didel\u0117je parduotuv\u0117je praleid\u017eia kiek daugiau nei pusvaland\u012f, o jo akys vidutini\u0161kai per\u017evelgia 20 t\u016bkst. vienet\u0173 preki\u0173. Tai i\u0161tisas apsipirkimo turas.<\/p>\n<p style=\"margin-bottom: 0cm;\">Jei paskutin\u0117 parduotuv\u0117, \u012f kuri\u0105 u\u017esukote, buvo ne kaimo krautuv\u0117le, ie\u0161kant pieno ar duonos kepalo, ko gero teko nu\u017eingsniuoti ne vien\u0105 \u0161imt\u0105 metr\u0173. Kod\u0117l pieno skyrius \u012fsik\u016br\u0119s parduotuv\u0117s gale? \u012e \u0161i\u0105 \u201eapsipirkimo kelion\u0119&#8221; Jus i\u0161leido neatsitiktinai. Juk galb\u016bt taip \u201ebekeliaujant&#8221; iki b\u016btin\u0173 kasdienio vartojimo preki\u0173 \u012f pirkini\u0173 krep\u0161el\u012f \u012fsimesite dar k\u0105 nors.<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>\u201eU\u017ekoduotas\u201c jud\u0117jimas. <\/strong>Kit\u0105 kart\u0105, kai \u012f\u017eengsite \u012f parduotuv\u0119, steb\u0117kite savo jud\u0117jimo perimetr\u0105<strong>.<\/strong> Labai tik\u0117tina, kad pirmiausia pasuksite \u012f de\u0161in\u0119 pus\u0119 ir jau visai netrukus k\u0105 nors \u012fsimesite \u012f krep\u0161el\u012f. Tame n\u0117ra nieko keisto &#8211; tiesiog dauguma \u017emoni\u0173 yra de\u0161iniarankiai, j\u0173 \u017eingsnis de\u0161ine koja yra ilgesnis nei kaire, o ir \u017evilgsnis krypsta b\u016btent \u012f de\u0161in\u0119 pus\u0119.<\/p>\n<p style=\"margin-bottom: 0cm;\">D\u0117l \u0161i\u0173 prie\u017eas\u010di\u0173 de\u0161in\u0117je pus\u0117je judan\u010diam srautui i\u0161d\u0117stytos prek\u0117s nuperkamos da\u017eniau. Taip pat prekybininkai \u017eino, jog daugelis pirk\u0117j\u0173 nes\u0105moningai vengia u\u017eeiti tarp lentyn\u0173 ir juda tik parduotuv\u0117s perimetru, tod\u0117l \u010dia da\u017enai b\u016bna i\u0161d\u0117liojami brangesni, greitai gendantys maisto produktai.<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Atminties \u201epok\u0161tai\u201c <\/strong>Po ilgos darbo dienos ir dar ilgesn\u0117s darbo savait\u0117s u\u017eb\u0117gote \u012f parduotuv\u0119 prie nam\u0173 ir net nesidairydami nuskuod\u0117te prie lentynos su makaronais. Bet j\u0173 ten neb\u0117ra ir parduotuv\u0117je tenka klaid\u017eioti net pusvaland\u012f?<\/p>\n<p style=\"margin-bottom: 0cm;\">Nesisteb\u0117kite, daugelyje parduotuvi\u0173 preki\u0173 i\u0161d\u0117stymas kei\u010diamas periodi\u0161kai ne veltui. Kol i\u0161 naujo \u012fsid\u0117m\u0117site, kur prek\u0117s sud\u0117tos, teks apsukti ne vien\u0105 rat\u0105. Be to, ir parduotuv\u0117 suprojektuojama taip, kad pereitum\u0117te kuo daugiau skyri\u0173. Juk \u010dia praleid\u0119 daugiau laiko ir pinig\u0173 i\u0161leisite daugiau.<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Aki\u0173 lygyje &#8211; elitas. <\/strong><a href=\"http:\/\/www.manomarketingas.lt\/category\/klasikinis-marketingas\/\" title=\"rinkodaros specialistai\" target=\"_blank\" rel=\"noopener noreferrer\">Rinkodaros specialistai<\/a> siekia, jog pirk\u0117jas, stumdamas ve\u017eim\u0117l\u012f galvot\u0173 ne apie gaiv\u0173j\u012f g\u0117rim\u0105, bet apie \u201eCoca-Cola\u201c, ne apie \u0161okolad\u0105, bet apie \u201eKar\u016bn\u0105\u201c. Tod\u0117l kuo patrauklesnis ir labiau matomas bus produktas, tuo didesn\u0117 tikimyb\u0117, kad jis bus nupirktas.<\/p>\n<p style=\"margin-bottom: 0cm;\">Tyrin\u0117jant pirk\u0117j\u0173 elgsen\u0105, \u012fsitikinta, kad ne visoms prek\u0117ms toje pa\u010dioje lentynoje skiriamas vienodas d\u0117mesys. Labiausiai pastebimos centre esan\u010dios prek\u0117s. Ypa\u010d, kai prek\u0117 centre atsiduria aki\u0173 lygyje. \u012edomu, kad vartotojai mano, jog vir\u0161utin\u0117se lentynose sud\u0117tos geriausios kokyb\u0117s prek\u0117s, o apatin\u0117se &#8211; prastesn\u0117s. Ta\u010diau neretai vienintelis skirtumas tarp j\u0173 b\u016bna tik gamintoj\u0173 dedamos pastangos i\u0161kovoti kuo geresn\u0119 viet\u0105 lentynoje. Tad neapribodami savo regos lauko, galite i\u0161vengti nereikalingo i\u0161laidavimo.<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Daugiau vietos po saule. <\/strong>\u012erodyta, kad<strong> <\/strong>kuo daugiau vietos lentynoje u\u017eima tam tikra prek\u0117, tuo daugiau jos nuperkama. Es\u0105 pirk\u0117jai mano, jog taip \u201epagerbtos\u201c tik svarbios ir labai geros prek\u0117s.<\/p>\n<p style=\"margin-bottom: 0cm;\">Be to, tai labiau patraukia ak\u012f. I\u0161ties, praeiti pro did\u017eiul\u0119 \u017evilgan\u010di\u0105 vieno saldaini\u0173 gamintojo lentyn\u0105 neretai b\u016bna labai nelengva. Nesvarbu, kad kitoje sald\u0117siai &#8211; kur kas \u012fvairesni, o da\u017enai ir pigesni.<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Grup\u0117mis pelningiau. <\/strong>Penktadienio vakaro pasis\u0117d\u0117jimui u\u017eb\u0117gate \u012f prekybos centr\u0105 butelio vyno ir netoliese pamatote gra\u017eiai i\u0161d\u0117liotus s\u016brio gabal\u0117lius. Pamanote, jog tai puikus derinys ir&#8230; imate gabal\u0117l\u012f. I\u0161ties, s\u016bris prie vyno puikiai tinka, bet J\u016bs k\u0105 tik \u012fsigijote neplanuot\u0105 pirkin\u012f, o rinkodaros specialistai jau trina i\u0161 d\u017eiaugsmo rankas.<\/p>\n<p style=\"margin-bottom: 0cm;\">Dar prie\u0161 kelis de\u0161imtme\u010dius atliktais tyrimais nustatyta, jog prekybos centre \u0161alia kokios nors preki\u0173 grup\u0117s i\u0161d\u0117s\u010dius susijusius produktus, pastar\u0173j\u0173 pardavimai padid\u0117ja daugiau nei 400 proc.<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Specialus masalas. <\/strong>Tyrimais nustatyta, kad u\u017era\u0161as \u201especiali kaina\u201c prek\u0117s pardavimus padidina iki 30 proc. Impulsyv\u0173 pirkim\u0105 taip pat paskatina akcijos, i\u0161pardavimai, kainos ir kiekio (\u201epirk du, tre\u010di\u0105 gausi nemokamai\u201c) nuolaidos.<\/p>\n<p style=\"margin-bottom: 0cm;\">Susigund\u0119 \u012fsigyti toki\u0105 prek\u0119, \u012fsitikinkite, kad tikrai \u017einote, kokia jos kaina buvo prie\u0161 \u201especial\u0173&#8221; pasi\u016blym\u0105. Tai ypa\u010d pravartu perkant produktus, i\u0161keltus i\u0161 \u012fprastin\u0117s vietos ir pa\u017eenklintus patrauklaus kainos pasi\u016blymu. Toki\u0173 \u201estend\u0173\u201c tikslas &#8211; patraukti d\u0117mes\u012f ir kuo daugiau parduoti. Ir tai sekasi &#8211; tokios prek\u0117s pardavimai<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Paskutin\u0117 minut\u0117. <\/strong>Da\u017eniausiai impulsyviai perkamos prek\u0117s &#8211; \u0161okoladiniai baton\u0117liai, kramtomoji guma ir pan. &#8211; specialiai i\u0161d\u0117stomos prie kas\u0173, kur pirk\u0117jas praleid\u017eia daugiau laiko, kol laukia savo eil\u0117s.<\/p>\n<p style=\"margin-bottom: 0cm;\">Benuobod\u017eiaudami imate vartyti \u017eurnal\u0105 ir tenka j\u012f nusipirkti, kad pabaigtum\u0117te skaityti straipsn\u012f ar pradeda kankinti tro\u0161kulys, tod\u0117l griebiate buteliuk\u0105 vandens. Nesisteb\u0117kite, jog dauguma prie kas\u0173 esan\u010di\u0173 preki\u0173 i\u0161d\u0117stomos ne aki\u0173 lygyje. Juk prie\u0161ingu atveju, kaip jas pamatyt\u0173 vaikai?<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Lojalumo kaina. <\/strong>Prekybos centrai klientus taip pat siekia prisivilioti ir i\u0161laikyti taikydami \u012fvairias lojalumo programas, kurdami klubus (prekybos centr\u0173 kortel\u0117s, lipduk\u0173 rinkimo akcijos) ir pan. Lietuvoje tai dar n\u0117ra populiaru, ta\u010diau u\u017esienyje prekybininkai, gav\u0119 J\u016bs\u0173 asmeninius duomenis (pavyzd\u017eiui, i\u0161duodant lojalumo kortel\u0119), juos susieja su kasos skanavimo duomenimis. Taip su\u017eino, k\u0105 j\u016bs perkate da\u017eniausiai, kada lankot\u0117s parduotuv\u0117je ir netgi J\u016bs\u0173 pom\u0117gius. Pagal tai pritaikomi individual\u016bs rinkodaros veiksmai.<\/p>\n<p style=\"margin-bottom: 0cm;\">Pavyzd\u017eiui, jei da\u017enai perkate ka\u010di\u0173 maist\u0105, tik\u0117tina, jog gausite nuolaid\u0173 kupon\u0105 ka\u010di\u0173 prie\u017ei\u016bros prek\u0117ms. O juk su kuponais nuperkama 50 proc. daugiau nei \u012fprastai. Pardavimus siekiama didinti ir \u0161iuo metu Lietuvos prekybos centruose itin madingomis lipduk\u0173 rinkimo akcijomis.<\/p>\n<p style=\"margin-bottom: 0cm;\">\u010ciu\u017einys ar puod\u0173 rinkinys su did\u017eiule nuolaida i\u0161ties vilioja, ta\u010diau prie\u0161 prad\u0117dami kaupti lipdukus pagalvokite ne apie tai, k\u0105 sutaupote, o k\u0105 i\u0161leid\u017eiate. Jei keptuv\u0117, kainavusi 140 lit\u0173 ir kurios Jums visai neb\u016btina, surinkus kr\u016bv\u0105 lipduk\u0173 kainuoja 100 lit\u0173, J\u016bs ne sutaupote 40 lit\u0173, o i\u0161leid\u017eiate \u0161imtin\u0119.<\/p>\n<\/li>\n<li>\n<p style=\"margin-bottom: 0cm;\"><strong>Kam sunkiausia atsispirti. <\/strong>Taip, vaikams. Jie<strong> <\/strong>yra svarbus rinkos segmentas kiekvienam rinkodaros specialistui. Ma\u017eieji ne tik patys perka limonad\u0105 ir tra\u0161ku\u010dius, bet ir daro \u012ftak\u0105 t\u0117vams, didindami neplanuot\u0173 pirkini\u0173 skai\u010di\u0173 j\u0173 krep\u0161eliuose.<\/p>\n<p style=\"margin-bottom: 0cm;\">Vien d\u0117l vaik\u0173 prekybos centruose kuriama tokia aplinka, kuri skatint\u0173 j\u0173 nor\u0105 tur\u0117ti tam tikr\u0105 prek\u0119. \u012erodyta, kad jog vaikams kur kas lengviau paveikti ir papildomo pirkinio i\u0161pra\u0161yti i\u0161 mamos nei i\u0161 t\u0117\u010dio, kad mergait\u0117s lengviau paveikia t\u0117vus nei berniukai ir, kad did\u017eiausi\u0105 \u012ftak\u0105 t\u0117vams apsiperkant daro 5-8 met\u0173 vaikai. Tad, jei turite tokio am\u017eiaus at\u017eal\u0173, prie\u0161 keliaudami apsipirkti, ver\u010diau palikite jas namuose.<\/p>\n<\/li>\n<li>\n<p><strong>Prie\u0161nuodis &#8211; pragmatizmas<\/strong>. Visi \u0161ie rinkodaros triukai yra teis\u0117ti, tod\u0117l piktintis, \u201ekaip taip galima\u201c, neverta. S\u0105moningas vartotojas \u0161ias priemones vertina ne emocionaliai, o racionaliai, tad gali jas i\u0161naudoti savo naudai.<\/p>\n<p>Be to, niekas taip nepadeda i\u0161vengti neplanuot\u0173 i\u0161laid\u0173 parduotuv\u0117je kaip padaryti nam\u0173 darbai ir pirkini\u0173 s\u0105ra\u0161as. Jei visgi norisi pirkti impulsyviai, neskub\u0117kite. Gr\u012f\u017e\u0119 namo, \u012fsira\u0161ykite norim\u0105 prek\u0119 \u012f kitos savait\u0117s pirkini\u0173 s\u0105ra\u0161\u0105. Galb\u016bt pra\u0117jus \u0161iek tiek laiko ji pasirodys ne tokia b\u016btina, o J\u016bs d\u017eiaugsit\u0117s i\u0161veng\u0119 nereikaling\u0173 i\u0161laid\u0173.<\/p>\n<\/li>\n<\/ul>\n<p>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp;\u201ePa\u017evelkite tiesai \u012f akis &#8211; pirk\u0117jai niekada ne\u017eino, ko jiems reikia. Ir niekada nesu\u017einos. \u0160ie vargingi sutv\u0117rimai net ne\u017eino, ko jiems nereikia\u201c. Steven Brown \u201eKankinkite savo pirk\u0117jus\u201c &nbsp; Vie\u0161nag\u0119 parduotuv\u0117je galima prilyginti pasivaik\u0161\u010diojimui po park\u0105 &#8211; kai oras gra\u017eus, norisi kuo ilgiau dairytis \u012f med\u017eius ir skai\u010diuoti varnas. Apsipirkimas taip pat didele dalimi remiasi emocijomis. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-15276","post","type-post","status-publish","format-standard","category-aktualijos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rinkodaros fokusai \u2013 kas slypi po skryb\u0117le - \u0160ilut\u0117s naujienos<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.silutesnaujienos.lt\/lt\/rinkodaros-fokusai-kas-slypi-po-skrybele\/\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rinkodaros fokusai \u2013 kas slypi po skryb\u0117le - \u0160ilut\u0117s naujienos\" \/>\n<meta property=\"og:description\" content=\"&nbsp;\u201ePa\u017evelkite tiesai \u012f akis &#8211; pirk\u0117jai niekada ne\u017eino, ko jiems reikia. Ir niekada nesu\u017einos. \u0160ie vargingi sutv\u0117rimai net ne\u017eino, ko jiems nereikia\u201c. Steven Brown \u201eKankinkite savo pirk\u0117jus\u201c &nbsp; Vie\u0161nag\u0119 parduotuv\u0117je galima prilyginti pasivaik\u0161\u010diojimui po park\u0105 &#8211; kai oras gra\u017eus, norisi kuo ilgiau dairytis \u012f med\u017eius ir skai\u010diuoti varnas. Apsipirkimas taip pat didele dalimi remiasi emocijomis. 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