{"id":3974,"date":"2023-08-21T09:45:50","date_gmt":"2023-08-21T07:45:50","guid":{"rendered":"https:\/\/euroconsum.eu\/?p=3974"},"modified":"2023-08-21T12:55:57","modified_gmt":"2023-08-21T10:55:57","slug":"elementor-3974","status":"publish","type":"post","link":"https:\/\/euroconsum.eu\/sk\/2023\/08\/21\/elementor-3974\/","title":{"rendered":"Dynamick\u00e1 tvorba cien v online maloobchode"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"3974\" class=\"elementor elementor-3974\" 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_black__57c79b20-1090-41e9-b8ef-c0c84b83677f-1024x683.png\" class=\"attachment-large size-large wp-image-3981\" 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 cien v online maloobchode<\/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>Mnoh\u00ed z n\u00e1s to u\u017e za\u017eili: h\u013ead\u00e1te produkt na internete a zist\u00edte, \u017ee jeho cena sa z jedn\u00e9ho d\u0148a na druh\u00fd men\u00ed. Nie je to n\u00e1hoda, ale z\u00e1mern\u00e1 strat\u00e9gia internetov\u00fdch predajcov zn\u00e1ma ako \"dynamick\u00e1 cenotvorba\".<\/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-cfad598 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cfad598\" 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-bd211dc\" data-id=\"bd211dc\" 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-da25a64 elementor-widget elementor-widget-text-editor\" data-id=\"da25a64\" 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>\u00a0<\/p><h3>\u010co je to \"dynamick\u00e9 oce\u0148ovanie\" a ako funguje?<\/h3><p>Dynamick\u00e1 cenotvorba je cenov\u00e1 strat\u00e9gia, pri ktorej spolo\u010dnosti v re\u00e1lnom \u010dase prisp\u00f4sobuj\u00fa ceny svojich v\u00fdrobkov alebo slu\u017eieb podmienkam na trhu. Svoju \u00falohu zohr\u00e1vaj\u00fa faktory, ako je ponuka a dopyt, konkuren\u010dn\u00e9 ceny a dokonca aj spr\u00e1vanie jednotliv\u00fdch z\u00e1kazn\u00edkov.<\/p><p>Internetov\u00ed predajcovia pou\u017e\u00edvaj\u00fa na ur\u010denie optim\u00e1lnej ceny v\u00fdrobku \u0161peci\u00e1lne softv\u00e9rov\u00e9 n\u00e1stroje. Tieto n\u00e1stroje dok\u00e1\u017eu denne zozbiera\u0165 a analyzova\u0165 stovky porovn\u00e1vac\u00edch cien a ur\u010di\u0165 najlep\u0161iu cenu. Niektor\u00e9 z t\u00fdchto n\u00e1strojov pou\u017e\u00edvaj\u00fa botov na vyh\u013ead\u00e1vanie a porovn\u00e1vanie cien od konkurencie, zatia\u013e \u010do in\u00e9 zoh\u013ead\u0148uj\u00fa pomer ponuky a dopytu vo vlastnom obchode.<\/p><h3>Automatizovan\u00e9 cenov\u00e9 strat\u00e9gie<\/h3><p>Internetov\u00ed predajcovia pri stanovovan\u00ed cien zoh\u013ead\u0148uj\u00fa r\u00f4zne faktory. Niektor\u00e9 z t\u00fdchto faktorov s\u00fa:<\/p><ul><li>Frekvencia pr\u00edstupu na str\u00e1nky produktu<\/li><li>Po\u010det produktov pridan\u00fdch do n\u00e1kupn\u00e9ho ko\u0161\u00edka<\/li><li>Skuto\u010dn\u00e9 n\u00e1kupy<\/li><li>Dostupnos\u0165 produktu<\/li><\/ul><p>\u00dalohu m\u00f4\u017eu zohr\u00e1va\u0165 aj sez\u00f3nne trendy, najm\u00e4 v pr\u00edpade v\u00fdrobkov, ako je oble\u010denie a obuv. Ke\u010f dopyt kles\u00e1, ceny sa m\u00f4\u017eu zn\u00ed\u017ei\u0165, aby sa zv\u00fd\u0161il predaj a zn\u00ed\u017eili z\u00e1soby.<\/p><h3>Cenotvorba a psychol\u00f3gia<\/h3><p>Hoci softv\u00e9r automaticky ur\u010duje najlep\u0161ie ceny, obchodn\u00edci musia zabezpe\u010di\u0165, aby boli ceny transparentn\u00e9 a spravodliv\u00e9 aj pre z\u00e1kazn\u00edkov. Niektor\u00ed obchodn\u00edci upravuj\u00fa svoje ceny ru\u010dne, aby zabezpe\u010dili ich konkurencieschopnos\u0165 bez ohrozenia svojich mar\u017e\u00ed.<\/p><p>Platformy ako Amazon s\u00fa najlep\u0161\u00edm pr\u00edkladom dynamickej tvorby cien. Ceny sa m\u00f4\u017eu neust\u00e1le meni\u0165 na z\u00e1klade r\u00f4znych faktorov, ako je ponuka a dopyt, ceny konkurencie a recenzie z\u00e1kazn\u00edkov. Z\u00e1kazn\u00edci by si v\u0161ak mali d\u00e1va\u0165 pozor, aby skontrolovali v\u0161etky dostupn\u00e9 ponuky, preto\u017ee najlacnej\u0161ia ponuka nie je v\u017edy t\u00e1 najlep\u0161ia.<\/p><p>Cena v\u00fdrobku m\u00f4\u017ee ovplyvni\u0165 n\u00e1kupn\u00e9 spr\u00e1vanie z\u00e1kazn\u00edka. Pr\u00edli\u0161 vysok\u00e9 v\u00fdkyvy cien m\u00f4\u017eu z\u00e1kazn\u00edkov odradi\u0165, zatia\u013e \u010do stabiln\u00e9 ceny m\u00f4\u017eu budova\u0165 d\u00f4veru. Niektor\u00ed maloobchodn\u00edci vyu\u017e\u00edvaj\u00fa aj anal\u00fdzu \u00fadajov, aby lep\u0161ie pochopili spr\u00e1vanie a preferencie svojich z\u00e1kazn\u00edkov a pripravili im ponuky na mieru.<\/p><h3>Ochrana \u00fadajov a dynamick\u00e9 oce\u0148ovanie<\/h3><p>Zaveden\u00edm GDPR sa od internetov\u00fdch predajcov vy\u017eaduje, aby s \u00fadajmi svojich z\u00e1kazn\u00edkov zaobch\u00e1dzali transparentnej\u0161ie. To m\u00e1 vplyv na dynamick\u00fa cenotvorbu, preto\u017ee maloobchodn\u00edci musia zabezpe\u010di\u0165, aby ich cenov\u00e9 strat\u00e9gie neboli zalo\u017een\u00e9 na invaz\u00edvnych postupoch pri sprac\u00favan\u00ed \u00fadajov.<\/p><h3>Tipy pre spotrebite\u013eov<\/h3><p>Je d\u00f4le\u017eit\u00e9, aby spotrebitelia vedeli, ako dynamick\u00e9 ceny funguj\u00fa, aby sa mohli lep\u0161ie rozhodova\u0165 pri n\u00e1kupe. Niektor\u00e9 tipy s\u00fa:<\/p><ul><li>Pravidelne kontrolujte ceny<\/li><li>Pou\u017e\u00edvanie r\u00f4znych platforiem<\/li><li>Pou\u017e\u00edvanie re\u017eimov s\u00fakromn\u00e9ho prehliadania na odhalenie men\u0161ieho mno\u017estva \u00fadajov<\/li><li>Pomocou n\u00e1strojov na porovn\u00e1vanie cien a roz\u0161\u00edren\u00ed prehliada\u010da n\u00e1jdete najlep\u0161ie ponuky.<\/li><\/ul><div>\u00a0<\/div><p><b>Dynamick\u00e9 oce\u0148ovanie<\/b> je be\u017enou praxou v online obchodovan\u00ed. Je d\u00f4le\u017eit\u00e9, aby obchodn\u00edci aj spotrebitelia pochopili t\u00fato strat\u00e9giu, aby sa zabezpe\u010dili spravodliv\u00e9 ceny a dobr\u00e9 ponuky.<\/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-a851a31\" data-id=\"a851a31\" 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-74e893f elementor-alert-danger elementor-widget elementor-widget-alert\" data-id=\"74e893f\" 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\">To znamen\u00e1, \u017ee \"<strong>Dynamick\u00e9 oce\u0148ovanie<\/strong> tak nebezpe\u010dn\u00e9:<\/span>\n\t\t\t\n\t\t\t\t\t\t<span class=\"elementor-alert-description\"><ul>\n \t<li><strong>Nepredv\u00eddate\u013en\u00e9 v\u00fdkyvy cien:<\/strong> Spotrebitelia sa nem\u00f4\u017eu v\u017edy spo\u013eahn\u00fa\u0165 na stabiln\u00e9 ceny, \u010do s\u0165a\u017euje pl\u00e1novanie n\u00e1kupov.<\/li>\n \t<li><strong>Mo\u017en\u00e1 diskrimin\u00e1cia:<\/strong> Ur\u010dit\u00e9 skupiny spotrebite\u013eov by mohli plati\u0165 vy\u0161\u0161ie ceny v\u010faka algoritmom, napr. na z\u00e1klade polohy alebo hist\u00f3rie n\u00e1kupov.<\/li>\n \t<li><strong>Pocit ned\u00f4very:<\/strong> Neust\u00e1le zmeny cien m\u00f4\u017eu u spotrebite\u013eov vyvola\u0165 pocit, \u017ee platia viac ako ostatn\u00ed alebo \u017ee sa obchodn\u00edk sna\u017e\u00ed dosiahnu\u0165 vy\u0161\u0161\u00ed zisk.<\/li>\n \t<li><strong>Impulz\u00edvne n\u00e1kupy:<\/strong> Strach z n\u00e1rastu cien m\u00f4\u017ee spotrebite\u013eov prin\u00fati\u0165 k un\u00e1hlen\u00fdm n\u00e1kupom, ktor\u00e9 nesk\u00f4r o\u013eutuj\u00fa.<\/li>\n \t<li><strong>Nedostatok transparentnosti:<\/strong> Bez jasnej komunik\u00e1cie o tom, pre\u010do a ako sa ceny menia, m\u00f4\u017eu ma\u0165 spotrebitelia pocit, \u017ee s\u00fa ponechan\u00ed v neistote, \u010do vedie k ned\u00f4vere vo\u010di obchodn\u00edkom.<\/li>\n<\/ul><\/span>\n\t\t\t\n\t\t\t\t\t\t<button type=\"button\" class=\"elementor-alert-dismiss\" aria-label=\"Odrzu\u0107 ten alert.\" 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<div class=\"elementor-element elementor-element-9b993d7 elementor-widget elementor-widget-spacer\" data-id=\"9b993d7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-843143f elementor-alert-success elementor-widget elementor-widget-alert\" data-id=\"843143f\" 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\">To znamen\u00e1, \u017ee \"<strong>Dynamick\u00e9 oce\u0148ovanie<\/strong> tak nebezpe\u010dn\u00e9:<\/span>\n\t\t\t\n\t\t\t\t\t\t<span class=\"elementor-alert-description\"><p>Bu\u010fte podozrievav\u00ed k cen\u00e1m\nAmazon nemus\u00ed by\u0165 nevyhnutne lacn\u00fd. Online slu\u017eby na porovn\u00e1vanie cien v\u00e1m m\u00f4\u017eu pom\u00f4c\u0165 n\u00e1js\u0165 lep\u0161ie ponuky:<\/p>\n<ul>\n \t<li><a href=\"https:\/\/shopping.google.com\/\"><strong>Nakupovanie Google<\/strong><\/a><\/li>\n \t<li><strong>Idealo<\/strong> (Dostupnos\u0165: <a href=\"http:\/\/idealo.de\">.de<\/a> <a href=\"http:\/\/idealo.at\">.at<\/a> <a href=\"http:\/\/idealo.co.uk\">.uk<\/a> <a href=\"http:\/\/idealo.es\">.es<\/a> <a href=\"http:\/\/idealo.fr\">.fr<\/a> <a href=\"http:\/\/idealo.it\">.it<\/a>)<\/li>\n \t<li><strong>Cheapskate<\/strong> (vydavate\u013estvo heise)\n<ul>\n \t<li><a href=\"https:\/\/geizhals.at\/\" target=\"_blank\" rel=\"noopener\">cheapneck.at<\/a><\/li>\n \t<li><a href=\"https:\/\/geizhals.de\/\" target=\"_blank\" rel=\"noopener\">cheapneck.com<\/a><\/li>\n \t<li><a href=\"https:\/\/geizhals.eu\/\" target=\"_blank\" rel=\"noopener\">cheapneck.eu<\/a><\/li>\n \t<li><a href=\"https:\/\/cenowarka.pl\/\" target=\"_blank\" rel=\"noopener\">cenowarka.pl<\/a><\/li>\n \t<li><a href=\"https:\/\/skinflint.co.uk\/\" target=\"_blank\" rel=\"noopener\">skinflint.co.uk<\/a><\/li>\n \t<li><a href=\"https:\/\/www.tarife.at\/\" target=\"_blank\" rel=\"noopener\">tarify.at<\/a><\/li>\n<\/ul>\n<\/li>\n \t<li><a href=\"https:\/\/www.momondo.de\/\"><strong>momondo<\/strong><\/a> (Lety\/cestovanie)<\/li>\n<\/ul>\n<p>Z\u00e1suvn\u00fd modul prehliada\u010da Keepa v\u00e1s informuje o v\u00fdvoji cien produktov.<\/p><\/span>\n\t\t\t\n\t\t\t\t\t\t<button type=\"button\" class=\"elementor-alert-dismiss\" aria-label=\"Odrzu\u0107 ten alert.\" 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<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>Dynamick\u00e1 tvorba cien v stacion\u00e1rnom obchode<\/h2><h3>Technol\u00f3gia v stacion\u00e1rnom maloobchode<\/h3><p>V dne\u0161nej technologickej \u00e9re aj kamenn\u00fd maloobchod dosiahol pokrok a m\u00e1 mo\u017enos\u0165 meni\u0165 ceny automatizovan\u00fdm a centralizovan\u00fdm sp\u00f4sobom. V\u00fdrazn\u00fdm pr\u00edkladom s\u00fa napr. <b>\"Elektronick\u00e9 ozna\u010dovanie pol\u00edc (ESL)<\/b> alebo elektronick\u00e9 cenovky. Ve\u013ek\u00e9 re\u0165azce s elektronikou pou\u017e\u00edvaj\u00fa ESL napr\u00edklad na poskytovanie zliav po\u010das ur\u010dit\u00fdch obdob\u00ed. T\u00fato technol\u00f3giu m\u00f4\u017eu vyu\u017e\u00edva\u0165 aj obchody s n\u00e1bytkom, ktor\u00e9 m\u00f4\u017eu upravova\u0165 ceny na z\u00e1klade pon\u00fak konkurencie a zachova\u0165 tak z\u00e1ruku n\u00edzkej ceny.<\/p><p>\u010eal\u0161\u00edm pr\u00edkladom tohto typu cenovej strat\u00e9gie s\u00fa obchody na \u010derpac\u00edch staniciach. Zatia\u013e \u010do cez de\u0148 pon\u00fakaj\u00fa ceny, ktor\u00e9 konkuruj\u00fa cen\u00e1m supermarketov, ve\u010der alebo v nede\u013eu m\u00f4\u017eu svoje ceny automaticky zv\u00fd\u0161i\u0165. Aj tu je mo\u017en\u00e1 flexibiln\u00e1 \u00faprava cien, napr. pri v\u00fdrobkoch na grilovanie po\u010das da\u017ediv\u00e9ho neskor\u00e9ho letn\u00e9ho d\u0148a.<\/p><p>Zmeny cien sa do elektronick\u00fdch cenoviek posielaj\u00fa bu\u010f prostredn\u00edctvom nap\u00e1jania a sign\u00e1lu, alebo bezdr\u00f4tovo. Tieto elektronick\u00e9 atramentov\u00e9 cenovky s\u00fa mimoriadne efekt\u00edvne, preto\u017ee spotreb\u00favaj\u00fa energiu len pri zmene zobrazenia. Ich bat\u00e9rie vydr\u017eia p\u00e4\u0165 a\u017e osem rokov a okrem textu m\u00f4\u017eu zobrazova\u0165 aj obr\u00e1zky, log\u00e1 a QR k\u00f3dy.<\/p><h3>Psychol\u00f3gia zmeny cien<\/h3><p>Ale nie v\u0161etko je slne\u010dn\u00e9. Dynamika tvorby cien m\u00e1 tie\u017e svoje v\u00fdzvy. Po\u010das pracovn\u00fdch hod\u00edn si z\u00e1kazn\u00edci m\u00f4\u017eu tieto zmeny cien v\u0161imn\u00fa\u0165. N\u00e1hle zv\u00fd\u0161enie cien m\u00f4\u017ee u z\u00e1kazn\u00edkov vyvola\u0165 nespokojnos\u0165, najm\u00e4 ak si v\u0161imn\u00fa, \u017ee cena pri pokladni je vy\u0161\u0161ia ako predt\u00fdm v reg\u00e1li.<\/p><p>Je zauj\u00edmav\u00e9, \u017ee v\u00e4\u010d\u0161ina maloobchodn\u00edkov nie je ve\u013emi otvoren\u00e1, pokia\u013e ide o pou\u017e\u00edvanie dynamick\u00fdch cien. Niektor\u00ed sa dr\u017eia sp\u00e4\u0165 zo strachu pred negat\u00edvnymi d\u00f4sledkami na imid\u017e, najm\u00e4 v \u010dase infl\u00e1cie. Niektor\u00ed v\u0161ak zni\u017eovanie cien vyu\u017e\u00edvaj\u00fa situa\u010dne, na z\u00e1klade \u00fadajov a sk\u00fasenost\u00ed z minul\u00fdch propaga\u010dn\u00fdch akci\u00ed.<\/p><h3>Klamstvo stla\u010den\u00edm tla\u010didla<\/h3><p>Ak sa ceny menia po\u010das otv\u00e1rac\u00edch hod\u00edn, m\u00f4\u017ee sa sta\u0165, \u017ee sa ceny zv\u00fd\u0161ia v \u010dase medzi obchodn\u00fdm rozhodnut\u00edm (spotrebite\u013e si vezme v\u00fdrobok z reg\u00e1lu) a za\u010diatkom platobn\u00e9ho procesu. Tak\u00e9to praktiky s\u00fa zak\u00e1zan\u00e9, ale ve\u013emi \u0165a\u017eko sa dokazuj\u00fa.<\/p><h3>Tipy<\/h3><p>Maloobchod v kamenn\u00fdch predajniach sa vyvinul tak, \u017ee vyu\u017e\u00edva technol\u00f3gie na dynamick\u00e9 prisp\u00f4sobovanie cien. T\u00e1to strat\u00e9gia m\u00e1 s\u00edce svoje v\u00fdhody, ako napr\u00edklad prisp\u00f4sobovanie sa konkuren\u010dn\u00fdm cen\u00e1m a poskytovanie zliav, ale z\u00e1rove\u0148 prin\u00e1\u0161a aj probl\u00e9my, najm\u00e4 pokia\u013e ide o spokojnos\u0165 z\u00e1kazn\u00edkov a imid\u017e spolo\u010dnosti. Uvid\u00edme, ako sa bude t\u00e1to strat\u00e9gia vyv\u00edja\u0165 v bud\u00facnosti a \u010di bude v kamennom maloobchode tak\u00e1 roz\u0161\u00edren\u00e1 ako v internetovom maloobchode.<\/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 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\u010denstvo \"elektronick\u00fdch \u0161t\u00edtkov na reg\u00e1loch\" (ESL) pre spotrebite\u013eov<\/span>\n\t\t\t\n\t\t\t\t\t\t<span class=\"elementor-alert-description\">ESL umo\u017e\u0148uj\u00fa maloobchodn\u00edkom meni\u0165 ceny automatizovan\u00fdm a centralizovan\u00fdm sp\u00f4sobom. To m\u00f4\u017ee vies\u0165 k tomu, \u017ee spotrebitelia zaznamenaj\u00fa n\u00e1hle a neo\u010dak\u00e1van\u00e9 v\u00fdkyvy cien, \u010do m\u00f4\u017ee vies\u0165 k zm\u00e4tku a nespokojnosti.\n<ul>\n \t<li><b>Nedostatok transparentnosti:<\/b> Maloobchodn\u00edci \u010dasto nie s\u00fa otvoren\u00ed, pokia\u013e ide o pou\u017e\u00edvanie <b>Dynamick\u00e9 oce\u0148ovanie<\/b> a <b>ESL<\/b>. Spotrebitelia nemusia ma\u0165 jasn\u00fa predstavu o tom, ako sa ceny stanovuj\u00fa a pre\u010do sa menia, \u010do m\u00f4\u017ee vies\u0165 k ned\u00f4vere a neistote.<\/li>\n \t<li><b>Nepredv\u00eddate\u013enos\u0165: <\/b>Spotrebitelia m\u00f4\u017eu ma\u0165 probl\u00e9m predv\u00edda\u0165, kedy a ako sa ceny zmenia. To m\u00f4\u017ee ovplyvni\u0165 ich n\u00e1kupn\u00e9 rozhodnutia a sp\u00f4sobi\u0165, \u017ee sa bud\u00fa c\u00edti\u0165 znev\u00fdhodnen\u00ed, ak nak\u00fapia v nevhodnom \u010dase.<\/li>\n \t<li><b>Spokojnos\u0165 z\u00e1kazn\u00edkov<\/b>: N\u00e1hle zv\u00fd\u0161enie cien m\u00f4\u017ee ovplyvni\u0165 spokojnos\u0165 z\u00e1kazn\u00edkov, najm\u00e4 ak je cena pri pokladni vy\u0161\u0161ia, ako sa o\u010dak\u00e1valo. To m\u00f4\u017ee vies\u0165 k negat\u00edvnemu z\u00e1\u017eitku z nakupovania a ovplyvni\u0165 imid\u017e predajcu.<\/li>\n \t<li><b>Strata d\u00f4very:&nbsp;<\/b>Ak maj\u00fa spotrebitelia pocit, \u017ee maloobchodn\u00edci manipuluj\u00fa s cenami, aby dosiahli vy\u0161\u0161\u00ed zisk, m\u00f4\u017ee to vies\u0165 k strate d\u00f4very. Spotrebitelia sa m\u00f4\u017eu od tak\u00fdchto obchodn\u00fdch prakt\u00edk odvr\u00e1ti\u0165.<\/li>\n<\/ul><\/span>\n\t\t\t\n\t\t\t\t\t\t<button type=\"button\" class=\"elementor-alert-dismiss\" aria-label=\"Odrzu\u0107 ten alert.\" 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 cien v online maloobchode Mnoh\u00ed z n\u00e1s to u\u017e za\u017eili: h\u013ead\u00e1te produkt na internete a v\u0161imnete si, \u017ee cena sa z jedn\u00e9ho d\u0148a na druh\u00fd men\u00ed. Nie je to n\u00e1hoda, ale z\u00e1mern\u00e1 strat\u00e9gia internetov\u00fdch predajcov zn\u00e1ma ako \"dynamick\u00e1 cenotvorba\".   \u010co je to \"dynamick\u00e1 cenotvorba\" a ako funguje? Dynamick\u00e1 cenotvorba [...]<\/p>","protected":false},"author":1,"featured_media":3981,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[61],"class_list":["post-3974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-preistransparenz","tag-preistransparenz"],"_links":{"self":[{"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/posts\/3974","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/comments?post=3974"}],"version-history":[{"count":10,"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/posts\/3974\/revisions"}],"predecessor-version":[{"id":3993,"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/posts\/3974\/revisions\/3993"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/media\/3981"}],"wp:attachment":[{"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/media?parent=3974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/categories?post=3974"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/euroconsum.eu\/sk\/wp-json\/wp\/v2\/tags?post=3974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}