{"id":3994,"date":"2023-08-21T12:56:48","date_gmt":"2023-08-21T10:56:48","guid":{"rendered":"https:\/\/euroconsum.eu\/?p=3994"},"modified":"2023-08-21T12:59:13","modified_gmt":"2023-08-21T10:59:13","slug":"dynamic-pricing-im-stationaeren-handel","status":"publish","type":"post","link":"https:\/\/euroconsum.eu\/cs\/2023\/08\/21\/dynamic-pricing-im-stationaeren-handel\/","title":{"rendered":"Dynamick\u00e1 tvorba cen ve stacion\u00e1rn\u00edm obchod\u011b"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"3994\" class=\"elementor elementor-3994\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-73a29b8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"73a29b8\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wider\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9cfd5f8\" data-id=\"9cfd5f8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4cac769 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"4cac769\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/euroconsum.eu\/wp-content\/uploads\/2023\/08\/keimzelle.koala0i_graphic_novel_style_young_short-haired_woman__2e83a7f6-b74c-47f8-ba28-739b1fbf862e-1024x683.png\" class=\"attachment-large size-large wp-image-3980\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8715b99 elementor-widget elementor-widget-heading\" data-id=\"8715b99\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\"><h2>Dynamick\u00e1 tvorba cen ve stacion\u00e1rn\u00edm obchod\u011b<\/h2><\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b2f9df elementor-widget elementor-widget-text-editor\" data-id=\"8b2f9df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Mnoz\u00ed z n\u00e1s to ji\u017e za\u017eili: hled\u00e1te produkt na internetu a zjist\u00edte, \u017ee se jeho cena den ode dne li\u0161\u00ed. Nejedn\u00e1 se o n\u00e1hodu, ale o z\u00e1m\u011brnou strategii internetov\u00fdch prodejc\u016f zn\u00e1mou jako \"dynamick\u00e1 tvorba cen\".<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9e8f7ae elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9e8f7ae\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ea86510\" data-id=\"ea86510\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b1262f2 elementor-widget elementor-widget-text-editor\" data-id=\"b1262f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><span style=\"font-family: inherit; font-size: 1.75rem; letter-spacing: var( --e-global-typography-text-letter-spacing ); text-transform: var( --e-global-typography-text-text-transform ); background-color: var( --e-global-color-1b77cfb );\">Technologie ve stacion\u00e1rn\u00edm maloobchod\u011b<\/span><\/h2><p>V dne\u0161n\u00ed technologick\u00e9 dob\u011b ud\u011blal pokrok i kamenn\u00fd maloobchod, kter\u00fd m\u00e1 mo\u017enost automatizovan\u011b a centralizovan\u011b m\u011bnit ceny. V\u00fdrazn\u00fdm p\u0159\u00edkladem jsou nap\u0159. <b>\"Elektronick\u00e9 reg\u00e1lov\u00e9 \u0161t\u00edtky (ESL)<\/b> nebo elektronick\u00e9 cenovky. Velk\u00e9 \u0159et\u011bzce s elektronikou vyu\u017e\u00edvaj\u00ed ESL nap\u0159\u00edklad k nab\u00edzen\u00ed slev na ur\u010dit\u00e1 obdob\u00ed. Tak\u00e9 obchody s n\u00e1bytkem mohou pomoc\u00ed t\u00e9to technologie upravovat ceny na z\u00e1klad\u011b nab\u00eddek konkurence a zachovat tak garanci n\u00edzk\u00e9 ceny.<\/p><p>Dal\u0161\u00edm p\u0159\u00edkladem tohoto typu cenov\u00e9 strategie jsou obchody na \u010derpac\u00edch stanic\u00edch. Zat\u00edmco p\u0159es den nab\u00edzej\u00ed ceny, kter\u00e9 konkuruj\u00ed cen\u00e1m supermarket\u016f, ve\u010der nebo v ned\u011bli mohou sv\u00e9 ceny automaticky zv\u00fd\u0161it. I zde je mo\u017en\u00e1 flexibiln\u00ed \u00faprava cen, nap\u0159. u v\u00fdrobk\u016f na grilov\u00e1n\u00ed v de\u0161tiv\u00e9m pozdn\u00edm letn\u00edm dni.<\/p><p>Zm\u011bny cen se do elektronick\u00fdch cenovek p\u0159en\u00e1\u0161ej\u00ed bu\u010f prost\u0159ednictv\u00edm nap\u00e1jen\u00ed a sign\u00e1lu, nebo bezdr\u00e1tov\u011b. Tyto elektronick\u00e9 inkoustov\u00e9 cenovky jsou obzvl\u00e1\u0161t\u011b efektivn\u00ed, proto\u017ee spot\u0159ebov\u00e1vaj\u00ed energii pouze p\u0159i zm\u011bn\u011b zobrazen\u00ed. Jejich baterie vydr\u017e\u00ed p\u011bt a\u017e osm let a krom\u011b textu mohou zobrazovat i obr\u00e1zky, loga a QR k\u00f3dy.<\/p><h3>Psychologie zm\u011bny cen<\/h3><p>Ale ne v\u0161echno je slune\u010dn\u00e9. Dynamika tvorby cen m\u00e1 tak\u00e9 sv\u00e1 \u00faskal\u00ed. B\u011bhem pracovn\u00ed doby si z\u00e1kazn\u00edci mohou t\u011bchto zm\u011bn cen v\u0161imnout. N\u00e1hl\u00e9 zv\u00fd\u0161en\u00ed ceny m\u016f\u017ee u z\u00e1kazn\u00edk\u016f vyvolat nespokojenost, zejm\u00e9na pokud si v\u0161imnou, \u017ee cena u pokladny je vy\u0161\u0161\u00ed ne\u017e p\u0159edt\u00edm v reg\u00e1lu.<\/p><p>Zaj\u00edmav\u00e9 je, \u017ee v\u011bt\u0161ina maloobchodn\u00edk\u016f nen\u00ed p\u0159\u00edli\u0161 otev\u0159en\u00e1 ohledn\u011b pou\u017e\u00edv\u00e1n\u00ed dynamick\u00fdch cen. N\u011bkte\u0159\u00ed se dr\u017e\u00ed zp\u00e1tky ze strachu z negativn\u00edch dopad\u016f na image, zejm\u00e9na v dob\u011b inflace. N\u011bkte\u0159\u00ed v\u0161ak sni\u017eov\u00e1n\u00ed cen vyu\u017e\u00edvaj\u00ed situa\u010dn\u011b, na z\u00e1klad\u011b \u00fadaj\u016f a zku\u0161enost\u00ed z minul\u00fdch promoakc\u00ed.<\/p><h3>Podvod stisknut\u00edm tla\u010d\u00edtka<\/h3><p>Pokud se ceny m\u011bn\u00ed b\u011bhem otev\u00edrac\u00ed doby, m\u016f\u017ee se st\u00e1t, \u017ee se ceny zv\u00fd\u0161\u00ed v dob\u011b mezi obchodn\u00edm rozhodnut\u00edm (spot\u0159ebitel si vezme v\u00fdrobek z reg\u00e1lu) a zah\u00e1jen\u00edm platebn\u00edho procesu. Takov\u00e9 praktiky jsou zak\u00e1zan\u00e9, ale velmi obt\u00ed\u017en\u011b prokazateln\u00e9.<\/p><h3>Tipy<\/h3><p>Kamenn\u00fd maloobchod se vyvinul tak, \u017ee vyu\u017e\u00edv\u00e1 technologie k dynamick\u00e9mu p\u0159izp\u016fsobov\u00e1n\u00ed cen. Tato strategie m\u00e1 sice sv\u00e9 v\u00fdhody, jako je p\u0159izp\u016fsoben\u00ed se konkuren\u010dn\u00edm cen\u00e1m a nab\u00eddka slev, ale tak\u00e9 probl\u00e9my, zejm\u00e9na pokud jde o spokojenost z\u00e1kazn\u00edk\u016f a image spole\u010dnosti. Uvid\u00edme, jak se tato strategie bude v budoucnu vyv\u00edjet a zda bude v kamenn\u00e9m maloobchod\u011b stejn\u011b roz\u0161\u00ed\u0159en\u00e1 jako v maloobchod\u011b internetov\u00e9m.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-cd8ffd6\" data-id=\"cd8ffd6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1109893 elementor-widget elementor-widget-image\" data-id=\"1109893\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/euroconsum.eu\/wp-content\/uploads\/2023\/08\/keimzelle.koala0i_graphic_novel_style_young_short-haired_woman__2e83a7f6-b74c-47f8-ba28-739b1fbf862e-1024x683.png\" class=\"attachment-large size-large wp-image-3980\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-64901fe elementor-alert-danger elementor-widget elementor-widget-alert\" data-id=\"64901fe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"alert.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-alert\" role=\"alert\">\n\n\t\t\t\t\t\t<span class=\"elementor-alert-title\">Nebezpe\u010d\u00ed \"elektronick\u00fdch etiket na reg\u00e1lech\" (ESL) pro spot\u0159ebitele<\/span>\n\t\t\t\n\t\t\t\t\t\t<span class=\"elementor-alert-description\">ESL umo\u017e\u0148uj\u00ed maloobchodn\u00edk\u016fm m\u011bnit ceny automatizovan\u00fdm a centralizovan\u00fdm zp\u016fsobem. To m\u016f\u017ee v\u00e9st k tomu, \u017ee spot\u0159ebitel\u00e9 zaznamenaj\u00ed n\u00e1hl\u00e9 a neo\u010dek\u00e1van\u00e9 v\u00fdkyvy cen, co\u017e m\u016f\u017ee v\u00e9st ke zmatku a nespokojenosti.\n<ul>\n \t<li><b>Nedostate\u010dn\u00e1 transparentnost:<\/b> Maloobchodn\u00ed prodejci \u010dasto nejsou otev\u0159eni, pokud jde o pou\u017e\u00edv\u00e1n\u00ed <b>Dynamick\u00e1 tvorba cen<\/b> a <b>ESL<\/b>. Spot\u0159ebitel\u00e9 nemus\u00ed m\u00edt jasnou p\u0159edstavu o tom, jak se ceny stanovuj\u00ed a pro\u010d se m\u011bn\u00ed, co\u017e m\u016f\u017ee v\u00e9st k ned\u016fv\u011b\u0159e a nejistot\u011b.<\/li>\n \t<li><b>Nep\u0159edv\u00eddatelnost: <\/b>Spot\u0159ebitel\u00e9 mohou m\u00edt pot\u00ed\u017ee p\u0159edv\u00eddat, kdy a jak se ceny zm\u011bn\u00ed. To m\u016f\u017ee ovlivnit jejich n\u00e1kupn\u00ed rozhodov\u00e1n\u00ed a zp\u016fsobit, \u017ee se budou c\u00edtit znev\u00fdhodn\u011bni, pokud nakoup\u00ed v nevhodnou dobu.<\/li>\n \t<li><b>Spokojenost z\u00e1kazn\u00edk\u016f<\/b>: N\u00e1hl\u00e9 zv\u00fd\u0161en\u00ed cen m\u016f\u017ee ovlivnit spokojenost z\u00e1kazn\u00edk\u016f, zejm\u00e9na pokud je cena u pokladny vy\u0161\u0161\u00ed, ne\u017e se o\u010dek\u00e1valo. To m\u016f\u017ee v\u00e9st k negativn\u00edmu z\u00e1\u017eitku z nakupov\u00e1n\u00ed a ovlivnit image prodejce.<\/li>\n \t<li><b>Ztr\u00e1ta d\u016fv\u011bry:&nbsp;<\/b>Pokud maj\u00ed spot\u0159ebitel\u00e9 pocit, \u017ee prodejci manipuluj\u00ed s cenami, aby dos\u00e1hli vy\u0161\u0161\u00edho zisku, m\u016f\u017ee to v\u00e9st ke ztr\u00e1t\u011b d\u016fv\u011bry. Spot\u0159ebitel\u00e9 se mohou od takov\u00fdch obchodn\u00edch praktik odvr\u00e1tit.<\/li>\n<\/ul><\/span>\n\t\t\t\n\t\t\t\t\t\t<button type=\"button\" class=\"elementor-alert-dismiss\" aria-label=\"Zav\u0159\u00edt toto upozorn\u011bn\u00ed.\" data-no-translation-aria-label=\"\">\n\t\t\t\t\t\t\t\t\t<span aria-hidden=\"true\">\u00d7<\/span>\n\t\t\t\t\t\t\t<\/button>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Dynamick\u00e1 tvorba cen ve stacion\u00e1rn\u00edm maloobchod\u011b Mnoz\u00ed z n\u00e1s se s t\u00edm ji\u017e setkali: hled\u00e1te produkt na internetu a zjist\u00edte, \u017ee se jeho cena v jednotliv\u00fdch dnech m\u011bn\u00ed. Nejedn\u00e1 se o n\u00e1hodu, ale o z\u00e1m\u011brnou strategii internetov\u00fdch prodejc\u016f zn\u00e1mou jako \"dynamick\u00e1 tvorba cen\". Technologie v kamenn\u00e9m maloobchod\u011b V dne\u0161n\u00ed dob\u011b technologi\u00ed se [...]<\/p>","protected":false},"author":1,"featured_media":3980,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[61],"class_list":["post-3994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-preistransparenz","tag-preistransparenz"],"_links":{"self":[{"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/posts\/3994","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/comments?post=3994"}],"version-history":[{"count":8,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/posts\/3994\/revisions"}],"predecessor-version":[{"id":4002,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/posts\/3994\/revisions\/4002"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/media\/3980"}],"wp:attachment":[{"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/media?parent=3994"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/categories?post=3994"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/euroconsum.eu\/cs\/wp-json\/wp\/v2\/tags?post=3994"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}