{"id":866,"date":"2016-03-23T10:23:19","date_gmt":"2016-03-23T07:23:19","guid":{"rendered":"http:\/\/aoki.select-themes.com\/?p=866"},"modified":"2022-09-20T20:06:48","modified_gmt":"2022-09-20T17:06:48","slug":"ioana-mucenic-minio-studio-influenta-digitalului-apare-cu-mult-inainte-ca-shopperul-sa-intre-in-magazinul-fizic","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/ioana-mucenic-minio-studio-influenta-digitalului-apare-cu-mult-inainte-ca-shopperul-sa-intre-in-magazinul-fizic\/","title":{"rendered":"Ioana Mucenic, Minio Studio: \u201dInfluen\u021ba digitalului apare cu mult \u00eenainte ca shopperul s\u0103 intre \u00een magazinul fizic\u201d"},"content":{"rendered":"
<\/div>

[vc_row][vc_column][vc_column_text]\u00cen calitate de speaker la Trade Marketing Congress,\u00a0Ioana Mucenic, CEO, Minio Studio<\/strong>, a vorbit \u00een cadrul sesiunii \u201dPromo\u021bii cu valoare ad\u0103ugat\u0103\u201d despre influen\u021ba digitalului asupra achizi\u021biei din magazin.<\/p>\n

Prezentarea sa a debutat cu o \u00eentrebare: este digitalul du\u0219manul magazinului fizic?[\/vc_column_text][vc_empty_space height=”13px”][vc_column_text]<\/p>\n

\u201dDe multe ori, \u0219i noi \u00een agen\u021bie ne punem aceast\u0103 \u00eentrebare. De asemenea, discut\u0103m despre showrooming, un fenomen \u00eensp\u0103im\u00e2nt\u0103tor pentru mul\u021bi retaileri \u0219i multe branduri, pentru c\u0103 oamenii vin \u00een magazinul fizic, v\u0103d produsele, apoi le cump\u0103r\u0103 \u00een online, pentru c\u0103 e mai ieftin. Datele Deloitte arat\u0103 c\u0103, la nivel global, 6,5% din v\u00e2nz\u0103ri sunt \u00een e-commerce. Ast\u0103zi suntem aici pentru ceilal\u021bi 93,5%, pentru c\u0103 \u00een continuare cea mai mare parte a achizi\u021biilor se \u00eent\u00e2mpl\u0103 \u00een spa\u021biul magazinului fizic\u201d,<\/em>\u00a0a eviden\u021biat Ioana Mucenic.<\/p><\/blockquote>\n

[\/vc_column_text][vc_empty_space height=”43px”][vc_column_text]<\/p>\n

\u201dTotodat\u0103, asist\u0103m \u0219i la fenomenul invers, \u00een care consumatorii se documenteaz\u0103 \u00een online ca s\u0103 cumpere din magazinul fizic. Prin urmare, nu magazinul este \u00een pericol, ci faptul c\u0103 brandul ni se erodeaz\u0103 pentru c\u0103 facem promo\u021bii \u00een care ignor\u0103m, de multe ori, digitalul, din diferite motive: fie c\u0103 nu ne-am obi\u0219nuit, fie c\u0103 nu \u0219tim exact cum s\u0103-l adapt\u0103m, fie c\u0103 este un departament diferit \u00een companie etc. Practic, facem \u00een continuare ceea ce \u0219tim, \u00eentr-un mod din ce \u00een ce mai bine, \u00eens\u0103 nu reu\u0219im s\u0103 ne adapt\u0103m la felul \u00een care shopperul tr\u0103ie\u0219te \u00een afara magazinului, respectiv, \u00een comuniune cu digitalul.\u201d<\/em><\/p><\/blockquote>\n

[\/vc_column_text][vc_empty_space height=”43px”][vc_column_text]Impactul influen\u021bei digitale<\/strong><\/p>\n

Sub sintagma \u201dinfluen\u021ba digital\u0103\u201d, Ioana Mucenic a reunit acele ac\u021biuni prin care v\u00e2nz\u0103rile instore sunt influen\u021bate de mediul digital pe parcursul c\u0103l\u0103toriei de cump\u0103rare (shopping journey). Este un fenomen care se accelereaz\u0103 rapid, care modeleaz\u0103 a\u0219tept\u0103rile pe care le au shopperii de la retaileri \u0219i branduri. La nivel global, jum\u0103tate dintre achizi\u021bii au fost influen\u021bate de mediul digital, iar influen\u021ba mobilului se tripleaz\u0103 de la an la an. De asemenea, studiile arat\u0103 c\u0103 doar 30% din produsele noi sunt descoperite de consumatori prin intermediul retailerilor sau brandurilor.<\/p>\n

Bine\u00een\u021beles, cei mai deschi\u0219i la aceste trenduri sunt milenarii: 47% dintre ei folosesc social media \u00een timpul procesului de cump\u0103rare, 37% cheltuiesc mai mult datorit\u0103 mediului digital, 30% declar\u0103 c\u0103 au cheltuit mai mult atunci c\u00e2nd nu au folosit mobilul \u00een magazin.<\/p>\n

Ioana Mucenic a constatat c\u0103 shopperii apeleaz\u0103 la digital cu mult \u00eenainte de a intra \u00een magazin, ceea ce genereaz\u0103 o mare diversificare a momentelor care conteaz\u0103 \u00een influen\u021barea achizi\u021biei. \u00censo\u021bindu-i\u00a0 \u00een c\u0103l\u0103toria lor de shopping, a descoperit 5 puncte cheie legate de digital:<\/p>\n

    \n
  1. G\u0103sesc inspira\u021bie<\/strong>. Doar 30% \u00ee\u0219i iau inspira\u021bia ini\u021bial\u0103 din informa\u021biile primite de la brand sau retailer.<\/li>\n
  2. Browse & c\u0103utare<\/strong>. 61% folosesc motoare de c\u0103utare ca s\u0103-\u0219i adune informa\u021biile necesare achizi\u021biei.<\/li>\n
  3. Selec\u021bie \u0219i c\u0103utarea valid\u0103rii.<\/strong> 67% citesc rewiew-uri.<\/li>\n
  4. Momentul achizi\u021biei efective<\/strong>. 55% folosesc telefonul pentru a afla informa\u021bii suplimentare. Doi din trei shopperi spun c\u0103 nu g\u0103sesc \u00een magazin toate informa\u021biile necesare.<\/li>\n
  5. Post achizi\u021bie.<\/strong> 20% folosesc telefonul pentru a ini\u021bia o cerere de a returna produsul.<\/li>\n<\/ol>\n

    Pentru fiecare dintre pa\u0219ii identifica\u021bi, Ioana Mucenic a venit cu exemple concrete de campanii \u00een care utilizarea digitalului a poten\u021bat v\u00e2nz\u0103rile din spa\u021biul fizic – \u00eencep\u00e2nd cu campania Budweiser intitulat\u0103 \u201dBuds for Buds\u201d, desf\u0103\u0219urat\u0103 \u00een SUA cu un succes at\u00e2t de mare \u00eenc\u00e2t a fost declinat\u0103 ulterior \u0219i pe alte execu\u021bii. Vom reveni asupra acestor exemple care au condus c\u0103tre urm\u0103toarea concluzie a speakerului:\u00a0\u201dEste digitalul du\u0219manul magazinului fizic? Dimpotriv\u0103, trebuie s\u0103 fie prietenul s\u0103u cel mai bun. Pentru consumator nu exist\u0103 canale diferite, ci o singur\u0103 experien\u021b\u0103.\u201d <\/em><\/p>\n

    Congresul de Trade Marketing a beneficiat de sprijinul \u015fi implicarea ca parteneri a urm\u0103toarelor companii \u0219i branduri: Unilever, Dero, Coccolino, Domestos, Delikat, Dove, Delma, Rama, Algida, Albalact, Zuzu, Ursus Breweries \u2013 ca parteneri principali \u2013, CHEP Pooling Services ca partener gold, RisCo, eFin, IQads, Smark \u015fi HotNews ca parteneri media.<\/em><\/strong><\/p>\n

    Sursa:<\/strong>\u00a0https:\/\/bit.ly\/2KLtsIJ<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

    [vc_row][vc_column][vc_column_text]\u00cen calitate de speaker la Trade Marketing Congress,\u00a0Ioana Mucenic, CEO, Minio Studio, a vorbit \u00een cadrul sesiunii \u201dPromo\u021bii cu valoare ad\u0103ugat\u0103\u201d despre influen\u021ba digitalului asupra achizi\u021biei din magazin. Prezentarea sa a debutat cu o \u00eentrebare: este digitalul du\u0219manul magazinului fizic?[\/vc_column_text][vc_empty_space height=”13px”][vc_column_text] \u201dDe multe ori, \u0219i […]<\/p>\n","protected":false},"author":1,"featured_media":13611,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,208,571],"tags":[15,26,77],"class_list":["post-866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home","category-media","category-business-en","tag-advertising","tag-design","tag-technology"],"yoast_head":"\nIoana Mucenic, Minio Studio: \u201dInfluen\u021ba digitalului apare cu mult \u00eenainte ca shopperul s\u0103 intre \u00een magazinul fizic\u201d - Minio Studio<\/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:\/\/minio.ro\/en\/ioana-mucenic-minio-studio-influenta-digitalului-apare-cu-mult-inainte-ca-shopperul-sa-intre-in-magazinul-fizic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ioana Mucenic, Minio Studio: \u201dInfluen\u021ba digitalului apare cu mult \u00eenainte ca shopperul s\u0103 intre \u00een magazinul fizic\u201d - Minio Studio\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]\u00cen calitate de speaker la Trade Marketing Congress,\u00a0Ioana Mucenic, CEO, Minio Studio, a vorbit \u00een cadrul sesiunii \u201dPromo\u021bii cu valoare ad\u0103ugat\u0103\u201d despre influen\u021ba digitalului asupra achizi\u021biei din magazin. 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