{"id":1363,"date":"2019-10-01T12:15:14","date_gmt":"2019-10-01T10:15:14","guid":{"rendered":"https:\/\/justprint.sk\/blog\/?p=1363"},"modified":"2019-10-24T14:13:31","modified_gmt":"2019-10-24T12:13:31","slug":"preco-katalogy-nevyhynuli-ako-mamuty","status":"publish","type":"post","link":"https:\/\/justprint.sk\/blog\/2019\/10\/preco-katalogy-nevyhynuli-ako-mamuty\/","title":{"rendered":"Pre\u010do katal\u00f3gy nevyhynuli ako mamuty?"},"content":{"rendered":"\n

90. roky s\u00fa sp\u00e4\u0165 a katal\u00f3gy m\u00f4\u017eu znovu doby\u0165 pohovky va\u0161ich z\u00e1kazn\u00edkov. \u010co je potrebn\u00e9 urobi\u0165, aby k tomu do\u0161lo?<\/strong> <\/p>\n\n\n\n\n\n\n\n

Mysl\u00edm, \u017ee si neuvedomujete, kedy vznikol prv\u00fd katal\u00f3g produktov. Aj m\u0148a samotn\u00fa prekvapilo, ako je to d\u00e1vno. Hoci si pam\u00e4t\u00e1te najstar\u0161ieho \u010dlena va\u0161ej rodiny, ktor\u00e9ho pozn\u00e1te, jedna vec je ist\u00e1 \u2013 \u017eil v \u010dase, ke\u010f katal\u00f3gy u\u017e vo svete \u00faplne zdom\u00e1cneli. <\/p>\n\n\n\n

Za\u010diatky katal\u00f3gov<\/h2>\n\n\n\n

Prv\u00fd katal\u00f3g produktov vznikol v Ben\u00e1tkach v roku 1498 \u2013 bolo to e\u0161te v \u010dase pred vydan\u00edm gregori\u00e1nskeho kalend\u00e1ra. I\u0161lo o ru\u010dne p\u00edsan\u00fa bro\u017e\u00faru so zoznamom kn\u00edh dostupn\u00fdch v predaji. Bro\u017e\u00fary boli rozd\u00e1van\u00e9 potenci\u00e1lnym z\u00e1kazn\u00edkom na mestsk\u00fdch trhovisk\u00e1ch. Ako formu propag\u00e1cie ich vyu\u017e\u00edvali hlavne predajcovia semien, saden\u00edc rastl\u00edn a h\u0155stka vydavate\u013eov kn\u00edh. \u010eal\u0161ie tri storo\u010dia neboli pr\u00edli\u0161 ob\u013e\u00faben\u00e9, preto\u017ee boli drah\u00e9 a m\u00e1lo \u00fa\u010dinn\u00e9. <\/p>\n\n\n\n

V\u00fdvoj v 17. storo\u010d\u00ed<\/h2>\n\n\n\n

Bolo to obdobie r\u00fdchleho rastu popularity z\u00e1sielkov\u00fdch katal\u00f3gov v celej Eur\u00f3pe. Dnes, v dobe plnej dostupnosti v\u0161etk\u00e9ho, n\u00e1s produkty a inform\u00e1cie o nich zaplavuj\u00fa zo v\u0161etk\u00fdch str\u00e1n. Je niekedy \u0165a\u017ek\u00e9 si predstavi\u0165, \u017ee k\u00fdm technol\u00f3gie a internet sp\u00f4sobili prevratn\u00e9 zmeny v obchode, v\u00e4\u010d\u0161ina z\u00e1padn\u00e9ho sveta sa pok\u00fa\u0161ala pou\u017ei\u0165 in\u00fa maloobchodn\u00fa met\u00f3du: z\u00e1sielkov\u00fd katal\u00f3g. A \u010do je najd\u00f4le\u017eitej\u0161ie, ono to zafungovalo a \u00fa\u010dinnos\u0165 bola prekvapuj\u00faca. Z\u00e1kazn\u00edci pred podan\u00edm tradi\u010dnej po\u0161tovej objedn\u00e1vky si najprv prezeran\u00edm a v\u00fdberom produktov umiestnen\u00fdch v tla\u010denom katal\u00f3gu vybrali tovar a potom odoslali objedn\u00e1vku firme spolu s hotovos\u0165ou. \u010eal\u0161\u00edm krokom bolo po\u010dka\u0165 na z\u00e1sielku, ktor\u00e1 bola zvy\u010dajne doru\u010den\u00e1 po\u0161tou v nasleduj\u00facich t\u00fd\u017ed\u0148och od okamihu odoslania objedn\u00e1vky. <\/p>\n\n\n\n

A ako je to s katal\u00f3gmi dnes?<\/h2>\n\n\n\n

Aj napriek r\u00fdchlemu rozvoju technol\u00f3gi\u00ed, internetu a celej sf\u00e9ry elektronick\u00e9ho obchodovania sa im dar\u00ed ve\u013emi dobre. Existuje ve\u013ea firiem zalo\u017een\u00fdch na online predaj, ktor\u00e9 vyu\u017e\u00edvaj\u00fa pr\u00e1ve tla\u010den\u00fd katal\u00f3g ako n\u00e1stroj na zv\u00fd\u0161enie predaja.  Odli\u0161uj\u00fa sa od jeho tradi\u010dn\u00fdch foriem: hrub\u00fdch, doplnkov\u00fdch, namiesto toho pon\u00fakaj\u00fa men\u0161ie, preh\u013eadn\u00e9 formy, in\u0161pirat\u00edvnej\u0161ie, personalizovanej\u0161ie z h\u013eadiska obsahu. V s\u00fa\u010dasnosti firmy vytv\u00e1raj\u00fa katal\u00f3gy v \u0161t\u00fdle \u010dasopisov a dod\u00e1vaj\u00fa svojim klientom jedine\u010dn\u00e9 hodnoty. I ke\u010f aj tu existuj\u00fa v\u00fdnimky, o ktor\u00fdch budem o chv\u00ed\u013eu rozpr\u00e1va\u0165. Mal\u00e9, stredn\u00e9, ale aj pr\u00e9miov\u00e9 zna\u010dky objavuj\u00fa, \u017ee vysokokvalitn\u00e1 adresn\u00e1 z\u00e1sielka \u2013 od katal\u00f3gov v plnej ve\u013ekosti po poh\u013eadnice \u2013 sa stala \u00fa\u010dinn\u00fdm sp\u00f4sobom, ako nasmerova\u0165 z\u00e1kazn\u00edkov na ich str\u00e1nky a perfektnou cestou k presunutiu cie\u013eovej skupiny z offline na online \u2013 povedal Andy Ostry, odborn\u00edk pre z\u00e1le\u017eitosti brandingu Polly Wong a politick\u00fd analytik. <\/p>\n\n\n\n

Ako urobi\u0165 najdrah\u0161iu kampa\u0148 na svete s vyu\u017eit\u00edm tla\u010den\u00fdch materi\u00e1lov?<\/h2>\n\n\n\n

Viete, \u017ee IKEA venuje takmer 70 % svojho marketingov\u00e9ho rozpo\u010dtu na t\u00fato formu propag\u00e1cie? Pre\u010do to rob\u00ed? Dnes predsa aj die\u0165a vie, \u017ee vhadzovanie marketingov\u00fdch materi\u00e1lov do schr\u00e1nok ni\u010domu neprospieva. No, mo\u017eno okrem v\u00e4\u010d\u0161ieho mno\u017estva odpadu. A IKEA d\u00f4sledne utr\u00e1ca obrovsk\u00e9 sumy a tvrdohlavo tla\u010d\u00ed a tla\u010d\u00ed svoje katal\u00f3gy. <\/p>\n\n\n\n

Sila p\u00f4sobenia tla\u010den\u00e9ho katal\u00f3gu<\/h2>\n\n\n\n

V tomto\n\u0161ialenstve existuje met\u00f3da. Po prv\u00e9, zna\u010dka vych\u00e1dza z predpokladu, \u017ee ak sa\nz\u00e1kazn\u00edk zozn\u00e1mi s jej ponukou doma, bude automaticky vyh\u013ead\u00e1va\u0165 kontext a\nmo\u017enos\u0165 vyu\u017eitia prezeran\u00fdch produktov vo svojom okol\u00ed. Aj ke\u010f tieto v\u00fdrobky v\ntejto chv\u00edli nepotrebuje, bude sn\u00edva\u0165 o zmen\u00e1ch, ku ktor\u00fdm v skuto\u010dnosti\npravdepodobne nikdy ned\u00f4jde, ale v jeho hlave u\u017e do\u0161lo.<\/p>\n\n\n\n

Po druh\u00e9, zvy\u0161uje\nto z\u00e1ujem o n\u00e1v\u0161tevu obchodu, kde na neho \u010dakaj\u00fa rovnak\u00e9 usporiadania a\nkompoz\u00edcie, ako tie prezeran\u00e9 v katal\u00f3gu. V\u010faka tomu, o\u010daren\u00fd dan\u00fdm rie\u0161en\u00edm,\nm\u00f4\u017ee okam\u017eite skompletizova\u0165 v\u0161etky produkty na jednom mieste. Navy\u0161e, ke\u010f u\u017e\nje v obchode, je bombardovan\u00fd zo v\u0161etk\u00fdch str\u00e1n \u010fal\u0161\u00edmi usporiadaniami a\nsp\u00f4sobmi ich vyu\u017eitia. Je tie\u017e nasmerovan\u00fd na d\u00f4kladne premyslen\u00fa n\u00e1kupn\u00fa\ncestu, krok za krokom veden\u00fd za ruku a ovplyv\u0148ovan\u00fd \u010fal\u0161\u00edmi z\u00e1\u017eitkami.<\/p>\n\n\n\n

Pokia\u013e k vy\u0161\u0161ie uveden\u00e9mu prid\u00e1me v\u00fdsledky konkr\u00e9tnych v\u00fdskumov, ktor\u00e9 vykonala firma Millward Brown a ktor\u00fdmi preuk\u00e1zala, \u017ee marketingov\u00e9 materi\u00e1ly v papierovej verzii s\u00fa lep\u0161ie prij\u00edman\u00e9 ako digit\u00e1lne reklamy, potom sa z\u00e1very p\u00ed\u0161u samy. Fyzick\u00e9 m\u00e9di\u00e1 tla\u010den\u00e9 tu\u010dnej\u0161ie p\u00f4sobia na mozog a zanech\u00e1vaj\u00fa hlb\u0161ie stopy podobn\u00e9 t\u00fdm, ktor\u00e9 zanech\u00e1va priamy kontakt s produktom. Jednoducho povedan\u00e9, papier v ruk\u00e1ch vyvol\u00e1va viac em\u00f3ci\u00ed ako obr\u00e1zok na monitore. Je hmatate\u013enej\u0161\u00ed, pravdivej\u0161\u00ed, m\u00e1 konkr\u00e9tnu \u0161trukt\u00faru, hmotnos\u0165 a v\u00f4\u0148u. Sp\u00fa\u0161\u0165a a ove\u013ea viac stimuluje sie\u0165 neur\u00f3nov\u00fdch spojen\u00ed s\u00favisiacich s priestorovou pam\u00e4\u0165ou ako digit\u00e1lne obr\u00e1zky.<\/p>\n\n\n\n

Pre\u010do tla\u010den\u00e9 katal\u00f3gy nevyhynuli ako mamuty?<\/h2>\n\n\n\n

Preto\u017ee sa im podarilo n\u00e1js\u0165 miesto na dynamicky sa meniacom trhu, neust\u00e1le si budovali svoju hodnotu a modelovali svoje pou\u017eitie. S\u00fa ide\u00e1lnym doplnkom online a offline pon\u00fak, zvy\u0161uj\u00fa prest\u00ed\u017e a vytv\u00e1raj\u00fa mimoriadne pridan\u00e9 hodnoty k pon\u00fakan\u00fdm produktom. D\u00f4le\u017eit\u00fdm prvkom je tie\u017e hromadn\u00e1 tla\u010d, dostupn\u00e1 v\u010faka technol\u00f3gi\u00e1m. R\u00fdchlos\u0165 realiz\u00e1cie a jednoduchos\u0165 zad\u00e1vania objedn\u00e1vok zaru\u010duj\u00fa webov\u00e9 str\u00e1nky. Sta\u010d\u00ed napr\u00edklad ma\u0165 len \u00fa\u010det na serveri Justprint.sk, ktor\u00fd je jednou z najpopul\u00e1rnej\u0161\u00edch online tla\u010dov\u00fdch platforiem. V\u010faka tomu je mo\u017en\u00e9 jednoduch\u00fdm a bezpe\u010dn\u00fdm sp\u00f4sobom tla\u010di\u0165 aj tie najzlo\u017eitej\u0161ie projekty. A navy\u0161e \u2013 tla\u010di\u0165 ve\u013emi r\u00fdchlo. <\/p>\n\n\n\n

Ako mo\u017eno v praxi vyu\u017ei\u0165 silu tla\u010den\u00e9ho katal\u00f3gu?<\/h2>\n\n\n\n

Vyu\u017eite maxim\u00e1lne\nfyzick\u00fa silu papiera. Z\u00edskate t\u00fdm obrovsk\u00fd n\u00e1skok pred digit\u00e1lnou reklamou.\nV\u0161etci chc\u00fa inzerova\u0165 online a zab\u00fadaj\u00fa, \u017ee tla\u010den\u00e9 reklamn\u00e9 materi\u00e1ly v ruk\u00e1ch\nz\u00e1kazn\u00edka s\u00fa ove\u013ea \u00fa\u010dinnej\u0161ie ne\u017e mnoho digit\u00e1lnych rekl\u00e1m. Je potrebn\u00e9 ho\nriadne pripravi\u0165 a vedome implementova\u0165 ako trval\u00fd prvok marketingovej\nstrat\u00e9gie.<\/p>\n\n\n\n

Bu\u010fte kreat\u00edvni, in\u0161pirujte a pom\u00e1hajte rie\u0161i\u0165 probl\u00e9my svojim klientom. Neopakujte fr\u00e1zy, vyh\u00fdbajte sa ban\u00e1lnym fotografi\u00e1m a nudn\u00fdm grafick\u00fdm v\u00fdtvorom. Hovorte o veciach d\u00f4le\u017eit\u00fdch pre v\u00e1\u0161ho klienta, ukazujte pr\u00edklady a konkr\u00e9tne pou\u017eitie. Ovplyv\u0148ujte em\u00f3cie, pou\u017e\u00edvajte skuto\u010dn\u00e9 fotografie, vyh\u00fdbajte sa ich pr\u00edli\u0161n\u00e9mu spracovaniu, ukazujte produkt v jeho prirodzenom prostred\u00ed. Tla\u010dte na kvalitn\u00fd papier. Sp\u00f4sobom, ako zn\u00ed\u017ei\u0165 n\u00e1klady na katal\u00f3g, m\u00f4\u017ee by\u0165 pr\u00edprava doplnkovej ponuky s in\u00fdmi firmami. V\u010faka tomu bude v\u00e1\u0161 katal\u00f3g<\/a> zauj\u00edmavej\u0161\u00ed a zaujme v\u00e4\u010d\u0161iu skupinu z\u00e1kazn\u00edkov. <\/p>\n\n\n\n

Z\u00edskajte znalosti od praktikov!<\/h2>\n\n\n\n

Aby sme v\u00e1m\nposkytli v\u0161etko, \u010do v\u00e1m pom\u00f4\u017ee navrhn\u00fa\u0165 dokonal\u00e9 katal\u00f3gy, zhroma\u017edili sme\nv\u0161etky na\u0161e znalosti a pripravili sme rad elektronick\u00fdch kn\u00edh, ktor\u00e9 s\u00fa\nzbierkou spo\u013eahliv\u00fdch inform\u00e1ci\u00ed a r\u00e1d. Do tejto t\u00e9my sme sa zahryzli zo\nv\u0161etk\u00fdch mo\u017en\u00fdch uhlov, vykonali sme h\u013abkov\u00fd prieskum, hovorili sme s\nodborn\u00edkmi. V d\u00f4sledku toho vznikol zauj\u00edmav\u00fd s\u00fabor vedomost\u00ed a in\u0161pir\u00e1ci\u00ed, v\nktorom si ka\u017ed\u00fd n\u00e1jde nie\u010do pre seba. Pom\u00f4\u017ee v\u00e1m vytvori\u0165 katal\u00f3g, na ktor\u00fd\nva\u0161i z\u00e1kazn\u00edci bud\u00fa dychtivo \u010daka\u0165.<\/p>\n\n\n\n

Viac inform\u00e1ci\u00ed o s\u00e9rii elektronick\u00fdch kn\u00edh \u201eTipy, trendy, osved\u010den\u00e9 postupy, naj\u010dastej\u0161ie chyby\u201c si m\u00f4\u017eete pre\u010d\u00edta\u0165 tu [odkaz<\/a><\/span><\/strong>]. <\/p>\n\n\n\n

Katal\u00f3gy nevyhynuli ako mamuty, preto\u017ee maj\u00fa dlh\u00fa trad\u00edciu a maj\u00fa v\u00fdznamn\u00e9 miesto v hist\u00f3rii budovania vz\u0165ahov so z\u00e1kazn\u00edkmi. S\u00fa prv\u00fdm vedom\u00fdm krokom k budovaniu customer experience. Dok\u00e1zali sa \u00fa\u010dinne prisp\u00f4sobi\u0165 meniacemu sa prostrediu. Ich efektivita z nich aj na\u010falej rob\u00ed siln\u00fd marketingov\u00fd n\u00e1stroj. Katal\u00f3gy nepredstavuj\u00fa hrozbu pre nov\u00e9 technol\u00f3gie a predaj s\u0165ahuj\u00faci sa na internet. V spr\u00e1vnych ruk\u00e1ch s\u00fa n\u00e1strojom, ktor\u00fd geni\u00e1lne dop\u013a\u0148a a poh\u00e1\u0148a predajn\u00e9 procesy v mnoh\u00fdch kan\u00e1loch. <\/p>\n","protected":false},"excerpt":{"rendered":"

90. roky s\u00fa sp\u00e4\u0165 a katal\u00f3gy m\u00f4\u017eu znovu doby\u0165 pohovky va\u0161ich z\u00e1kazn\u00edkov. \u010co je potrebn\u00e9 urobi\u0165, aby k tomu do\u0161lo?<\/p>\n","protected":false},"author":1,"featured_media":1364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[36,35],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1363"}],"collection":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/comments?post=1363"}],"version-history":[{"count":5,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1363\/revisions"}],"predecessor-version":[{"id":1400,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/posts\/1363\/revisions\/1400"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media\/1364"}],"wp:attachment":[{"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/media?parent=1363"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/categories?post=1363"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.sk\/blog\/wp-json\/wp\/v2\/tags?post=1363"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}