{"id":7784,"date":"2021-10-26T15:16:12","date_gmt":"2021-10-26T20:16:12","guid":{"rendered":"https:\/\/blog.bindy.com\/?p=7784"},"modified":"2024-11-05T14:23:36","modified_gmt":"2024-11-05T19:23:36","slug":"5-faktow-wplywajacych-na-decyzje-zakupowe-klientow","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/pl\/5-realities-driving-customer-buying-decisions\/","title":{"rendered":"5 rzeczywisto\u015bci wp\u0142ywaj\u0105cych na decyzje zakupowe klient\u00f3w"},"content":{"rendered":"

Niezale\u017cnie od tego, czy robisz zakupy online, przechadzasz si\u0119 po sklepach czy przegl\u0105dasz media spo\u0142eczno\u015bciowe, mo\u017cna \u015bmia\u0142o powiedzie\u0107, \u017ce \u015bcie\u017cka do zakupu nie jest ju\u017c taka, jaka by\u0142a kiedy\u015b. Co zatem kszta\u0142tuje decyzje zakupowe klient\u00f3w? I co wa\u017cniejsze, w jaki spos\u00f3b sprzedawcy mog\u0105 lepiej zrozumie\u0107 \u015bcie\u017ck\u0119 klienta do zakupu, aby mogli zwi\u0119kszy\u0107 sprzeda\u017c w sklepie?<\/p>\n\n\n\n

Proces podejmowania decyzji o zakupie<\/h2>\n\n\n\n

Proces podejmowania decyzji zakupowych przez klienta to do\u015bwiadczenie, przez kt\u00f3re przechodz\u0105 klienci, aby okre\u015bli\u0107, jakie transakcje podejm\u0105. Proces rozpoczyna si\u0119, gdy klient rozpoznaje, \u017ce ma potrzeb\u0119\/chce i ko\u0144czy si\u0119 po dokonaniu zakupu i rozwa\u017ceniu, czy zakup rzeczywi\u015bcie spe\u0142nia jego potrzeby\/chce.<\/p>\n\n\n\n

R\u00f3wnie\u017c postrzegana jako analiza produkt\u00f3w i us\u0142ug, \u015bcie\u017cka do zakupu obejmuje rozwa\u017cenie licznych zmiennych, takich jak dost\u0119pne iteracje produktu, gdzie kupi\u0107 i jak kupi\u0107. W swojej istocie proces ten analizuje koszt towar\u00f3w, wygod\u0119 do\u015bwiadczenia zakupowego, a tak\u017ce satysfakcj\u0119 z ca\u0142ej podr\u00f3\u017cy zakupowej.<\/p>\n\n\n\n

Zastanawiaj\u0105c si\u0119 nad w\u0142asnymi preferencjami dotycz\u0105cymi tego, co i gdzie kupi\u0107, co najbardziej si\u0119 wyr\u00f3\u017cnia? Gdzie kupi\u0142e\u015b, co najbardziej zapad\u0142o Ci w pami\u0119\u0107? I dlaczego ci\u0105gle wracasz do jednego sprzedawcy zamiast do drugiego?<\/p>\n\n\n\n

Droga do zakupu nie jest prost\u0105 drog\u0105, kt\u00f3ra kieruje wszystkich klient\u00f3w w jednym kierunku. Sprzedawcy detaliczni musz\u0105 zna\u0107 i rozumie\u0107 r\u00f3\u017cne realia handlu detalicznego, kt\u00f3re wp\u0142ywaj\u0105 na decyzje zakupowe klient\u00f3w. Oto pi\u0119\u0107 najwa\u017cniejszych.<\/p>\n\n\n\n

\"Przesta\u0144<\/a><\/figure>\n\n\n\n

1. Wygoda<\/strong><\/h2>\n\n\n\n

Wygoda oznacza r\u00f3\u017cne rzeczy dla r\u00f3\u017cnych klient\u00f3w, w tym to, czego chc\u0105, gdzie chc\u0105 to kupi\u0107, w jaki spos\u00f3b chc\u0105 im to dostarczy\u0107 i jak zamierzaj\u0105 za to zap\u0142aci\u0107. Dla detalist\u00f3w najwa\u017cniejsze jest, aby zrozumie\u0107, \u017ce wygoda staje si\u0119 coraz wa\u017cniejsza dla konsument\u00f3w.<\/p>\n\n\n\n

Sprzedawcy detaliczni musz\u0105 skupi\u0107 si\u0119 na specyficznych przyzwyczajeniach i oczekiwaniach swoich klient\u00f3w, aby pozna\u0107 preferencje dotycz\u0105ce wygody, jakie preferuj\u0105 oni sami, a nast\u0119pnie odwo\u0142a\u0107 si\u0119 do tych preferencji w ca\u0142ym procesie zakupu.<\/p>\n\n\n\n

Co zatem oznacza \u201ewygoda\u201d dla Twoich klient\u00f3w? Czy chodzi o w\u0142\u0105czenie BOPIS do strategii Twojego sklepu, zintegrowanie p\u0142atno\u015bci opartych na technologii z opcjami p\u0142atno\u015bci, czy te\u017c stworzenie strategii obs\u0142ugi klienta, kt\u00f3ra wyr\u00f3\u017cnia si\u0119 na tle konkurencji? Cokolwiek to jest, pami\u0119taj, aby uczyni\u0107 wygod\u0119 priorytetem podczas opracowywania strategii komunikacji z klientami, marketingu klient\u00f3w i program\u00f3w obs\u0142ugi klienta.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

2. Zar\u0119czyny  <\/strong><\/h2>\n\n\n\n

Sp\u00f3jrzmy prawdzie w oczy \u2013 klienci robi\u0105 zakupy zar\u00f3wno dla cel\u00f3w, jak i rozrywki. Czy to dlatego, \u017ce potrzebowa\u0107 <\/em>now\u0105 par\u0119 d\u017cins\u00f3w lub dlatego, \u017ce chcie\u0107 <\/em>nowa para d\u017cins\u00f3w, rzeczywisto\u015b\u0107 jest taka, \u017ce klienci ceni\u0105 sobie rozrywk\u0119 po drodze.<\/p>\n\n\n\n

Mo\u017ce to przybiera\u0107 form\u0119 przekazywania wnikliwych informacji o produktach, interaktywnych do\u015bwiadcze\u0144 w sklepie, zabawnych tre\u015bci w mediach spo\u0142eczno\u015bciowych, pomocnej obs\u0142ugi klienta w sklepie, program\u00f3w lojalno\u015bciowych, pomocnych internetowych chatbot\u00f3w, a nawet spersonalizowanego marketingu e-mailowego i SMS-owego.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Ostatecznie cel jest prosty\u2026 nawi\u0105\u017c kontakt ze swoimi klientami. Nie pope\u0142nij jednak b\u0142\u0119du, nie jest to \u0142atwe do osi\u0105gni\u0119cia. Utrzymuj uwag\u0119 klienta, wspieraj\u0105c go na ka\u017cdym etapie procesu zakupu.<\/p>\n\n\n\n

3. Opcje <\/strong><\/h2>\n\n\n\n

Klienci lubi\u0105 mie\u0107 opcje na ka\u017cdym etapie drogi do zakupu. Od tego, gdzie odkrywaj\u0105 produkty \u2013 np. za po\u015brednictwem stron internetowych, medi\u00f3w spo\u0142eczno\u015bciowych, marketingu e-mailowego i reklam \u2013 po spos\u00f3b prezentowania produkt\u00f3w, a nawet zakres dost\u0119pnych opcji p\u0142atno\u015bci.  <\/p>\n\n\n\n

Oferuj\u0105c r\u00f3\u017cne opcje wysy\u0142ki, takie jak bezp\u0142atna dostawa i dostawa tego samego dnia, mo\u017cesz przyci\u0105gn\u0105\u0107 klient\u00f3w do swojego sklepu internetowego. W rzeczywisto\u015bci, 93%<\/a> konsument\u00f3w kupuje dodatkowe produkty, aby spe\u0142ni\u0107 minimalne wymagania dotycz\u0105ce bezp\u0142atnej wysy\u0142ki. Anga\u017cuj\u0105c klient\u00f3w w ich podr\u00f3\u017c zakupow\u0105, wa\u017cne jest oferowanie r\u00f3\u017cnorodnych opcji, aby odpowiada\u0107 potrzebom i pragnieniom ka\u017cdego klienta.<\/p>\n\n\n\n

\"Bindy<\/a><\/figure>\n\n\n\n

4. Zaufanie<\/strong><\/h2>\n\n\n\n

Klienci maj\u0105 wi\u0119kszy dost\u0119p do marek ni\u017c kiedykolwiek wcze\u015bniej, a ostatecznie wi\u0119kszy dost\u0119p do tego, co inni my\u015bl\u0105 o marce. Od uzyskiwania opinii od innych za po\u015brednictwem witryn z recenzjami, takich jak Yelp, Google, a nawet w\u0142asnej witryny sprzedawcy, kt\u00f3ra oferuje referencje, po komentowanie produktu lub marki z nieznajomymi w mediach spo\u0142eczno\u015bciowych. Obecnie wi\u0119cej konsument\u00f3w mo\u017ce szuka\u0107 informacji o produktach i sprzedawcach od zewn\u0119trznych g\u0142os\u00f3w, aby pom\u00f3c im w podejmowaniu decyzji zakupowych.<\/p>\n\n\n\n

Z tego wzgl\u0119du niezwykle wa\u017cne jest, aby sprzedawcy detaliczni mogli z przekonaniem \u015bwiadczy\u0107 wyj\u0105tkowe us\u0142ugi, dzi\u0119ki czemu ich dobra reputacja b\u0119dzie im towarzyszy\u0107 wsz\u0119dzie, gdziekolwiek wchodz\u0105 z nimi w interakcje klienci.<\/p>\n\n\n\n

Ponadto sprzedawcy detaliczni powinni zapewni\u0107 dok\u0142adne i \u0142atwo dost\u0119pne dane kontaktowe wraz z bezpo\u015brednimi linkami na ka\u017cdej platformie, na kt\u00f3rej ich firma jest recenzowana lub wspominana. Umo\u017cliwiaj\u0105c potencjalnym klientom \u0142atwe \u0142\u0105czenie si\u0119 z Twoj\u0105 mark\u0105 zar\u00f3wno online, jak i w sklepie, mo\u017cesz zwi\u0119kszy\u0107 zaanga\u017cowanie i zaufanie klient\u00f3w.<\/p>\n\n\n\n

Na koniec, je\u015bli co\u015b p\u00f3jdzie nie tak, upewnij si\u0119, \u017ce Twoi klienci wiedz\u0105, jak si\u0119 z Tob\u0105 skontaktowa\u0107 w celu uzyskania pomocy (oraz w razie innych pyta\u0144).<\/p>\n\n\n\n

\nhttps:\/\/twitter.com\/Nike\/status\/1263195428780232708<\/a>\n<\/div><\/figure>\n\n\n\n

5. Cena <\/strong><\/h2>\n\n\n\n

Niespodzianka. Niespodzianka. Albo nie.<\/p>\n\n\n\n

Tak, cena ma znaczenie. Ale to nie tylko koszt produkt\u00f3w przyci\u0105ga uwag\u0119 klient\u00f3w, ale raczej po\u0142\u0105czenie kosztu produkt\u00f3w i do\u015bwiadczenia zwi\u0105zanego z ich zakupem, kt\u00f3re \u0142\u0105cznie wp\u0142ywaj\u0105 na uwag\u0119 klient\u00f3w.<\/p>\n\n\n\n

Maj\u0105c to na uwadze, zastan\u00f3w si\u0119, w jaki spos\u00f3b ceny produkt\u00f3w, kt\u00f3re sprzedajesz, s\u0105 zgodne z procesem zakupu, kt\u00f3rego do\u015bwiadczaj\u0105 klienci w Twoim sklepie. Ponadto por\u00f3wnaj te do\u015bwiadczenia z do\u015bwiadczeniami konkurencji i tymi samymi produktami, kt\u00f3re s\u0105 sprzedawane. Kiedy patrzysz na te szczeg\u00f3\u0142y z tych perspektyw, czy cena pasuje zar\u00f3wno do do\u015bwiadczenia, jak i produktu?<\/p>\n\n\n\n

Ko\u0144cowe przemy\u015blenia\u2026<\/h3>\n\n\n\n

Jako sprzedawcy detaliczni, musimy mie\u0107 krytyczne oko na ka\u017cdy etap podr\u00f3\u017cy klienta. Od miejsca, w kt\u00f3rym rozpoczynaj\u0105 poszukiwania produktu, po opcje produktu, interakcje z personelem sklepu i wiele wi\u0119cej, ka\u017cdy szczeg\u00f3\u0142 ma znaczenie. Chocia\u017c nie jest to nic nowego, spos\u00f3b, w jaki interpretujesz i reagujesz na ka\u017cdy szczeg\u00f3\u0142, mo\u017ce by\u0107 decyduj\u0105cym czynnikiem w tym, gdzie klienci zdecyduj\u0105 si\u0119 wyda\u0107 pieni\u0105dze.<\/p>\n\n\n\n

O autorze:<\/strong><\/p>\n\n\n

\n
\"RM-NLReyhle_Headshot_2019<\/figure>\n<\/div>\n\n\n

Nicole Leinbach Reyhle jest za\u0142o\u017cycielk\u0105 Retail Minded<\/a> i autorem Sprzeda\u017c detaliczna 101<\/a>. Jest cz\u0119stym wsp\u00f3\u0142pracownikiem The Today Show, Forbes i rzecznikiem American Express's Small Business Saturday. Reyhle jest uznawana za jednego z 10 najlepszych lider\u00f3w my\u015bli w dziedzinie handlu detalicznego w Vend i \u201efuturystk\u0119\u201d handlu detalicznego w IBM. <\/em><\/p>","protected":false},"excerpt":{"rendered":"

Niezale\u017cnie od tego, czy robisz zakupy online, przechadzasz si\u0119 po sklepach czy przegl\u0105dasz media spo\u0142eczno\u015bciowe, mo\u017cna \u015bmia\u0142o powiedzie\u0107, \u017ce \u015bcie\u017cka do zakupu nie jest ju\u017c taka, jaka by\u0142a kiedy\u015b. Co zatem kszta\u0142tuje decyzje zakupowe klient\u00f3w? I co wa\u017cniejsze, w jaki spos\u00f3b sprzedawcy mog\u0105 lepiej zrozumie\u0107 \u015bcie\u017ck\u0119 klienta do zakupu, aby mogli zwi\u0119kszy\u0107 sprzeda\u017c w sklepie? Proces podejmowania decyzji zakupowych\u2026 Czytaj dalej 5 rzeczywisto\u015bci wp\u0142ywaj\u0105cych na decyzje zakupowe klient\u00f3w<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10005,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[396542],"tags":[677173969,677173963,677173970,677173891],"class_list":["post-7784","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-trends","tag-consumer-behavior","tag-customer-buying-decisions","tag-customer-insights","tag-retail-trends"],"yoast_head":"\n5 Realities Driving Customer Buying Decisions<\/title>\n<meta name=\"description\" content=\"Retailers need to be aware of and understand the various retail realities that impact customer buying decisions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bindy.com\/pl\/5-faktow-wplywajacych-na-decyzje-zakupowe-klientow\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Realities Driving Customer Buying Decisions\" \/>\n<meta property=\"og:description\" content=\"Retailers need to be aware of and understand the various retail realities that impact customer buying decisions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.bindy.com\/pl\/5-faktow-wplywajacych-na-decyzje-zakupowe-klientow\/\" \/>\n<meta property=\"og:site_name\" content=\"Audits, Tasks and 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Tylko w tym roku zwroty\u2026","rel":"","context":"W \u201e\ud83d\udcd6 How-to guides"","block_context":{"text":"\ud83d\udcd6 How-to guides","link":"https:\/\/blog.bindy.com\/pl\/category\/how-to\/"},"img":{"alt_text":"reduce returns in retail stores","src":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/07\/shutterstock_1521597296.jpg?fit=1200%2C900&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/07\/shutterstock_1521597296.jpg?fit=1200%2C900&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/07\/shutterstock_1521597296.jpg?fit=1200%2C900&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/07\/shutterstock_1521597296.jpg?fit=1200%2C900&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/blog.bindy.com\/wp-content\/uploads\/2020\/07\/shutterstock_1521597296.jpg?fit=1200%2C900&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":14593,"url":"https:\/\/blog.bindy.com\/pl\/5-reasons-people-leave-your-stores-without-buying-anything-and-how-to-fix-it\/","url_meta":{"origin":7784,"position":5},"title":"5 powod\u00f3w, dla kt\u00f3rych ludzie opuszczaj\u0105 Twoje sklepy bez kupowania czegokolwiek (i jak to naprawi\u0107)","author":"Bindy","date":"26 pa\u017adziernika, 2021","format":false,"excerpt":"Chocia\u017c dane bran\u017cowe pokazuj\u0105, \u017ce ruch pieszy w handlu detalicznym wzr\u00f3s\u0142 w tym roku o 4,81 TP3T, wci\u0105\u017c jest wiele do poprawy. 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