{"id":34345,"date":"2021-11-26T14:44:42","date_gmt":"2021-11-26T11:44:42","guid":{"rendered":"https:\/\/thedigitalmarker.com\/?p=34345"},"modified":"2025-04-18T17:10:00","modified_gmt":"2025-04-18T14:10:00","slug":"turkiyede-alisveris-sezonuna-hazirlik","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/turkiyede-alisveris-sezonuna-hazirlik\/","title":{"rendered":"T\u00fcrkiye\u2019de Al\u0131\u015fveri\u015f Sezonuna Haz\u0131rl\u0131k"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/turkiyede-alisveris-sezonuna-hazirlik\/#Pandemi_yilinda_alisveris_donemine_dair_neler_ogrendik\" >Pandemi y\u0131l\u0131nda al\u0131\u015fveri\u015f d\u00f6nemine dair neler \u00f6\u011frendik?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/turkiyede-alisveris-sezonuna-hazirlik\/#2021_yilinda_alisveris_doneminde_neler_farkli_olacak\" >2021 y\u0131l\u0131nda al\u0131\u015fveri\u015f d\u00f6neminde neler farkl\u0131 olacak?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/turkiyede-alisveris-sezonuna-hazirlik\/#En_dijital_alisveris_sezonunda_basarili_olmanin_yollari\" >En dijital al\u0131\u015fveri\u015f sezonunda ba\u015far\u0131l\u0131 olman\u0131n yollar\u0131<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong>Al\u0131\u015fveri\u015f sezonu yakla\u015f\u0131rken ve pandemi etkisini s\u00fcrd\u00fcr\u00fcrken, perakendecilerin \u00e7o\u011fu ne bekleyeceklerini bilmek istiyor. E-ticaret ge\u00e7en y\u0131lk\u0131 oranda b\u00fcy\u00fcmeye devam edecek mi? Y\u0131lba\u015f\u0131 al\u0131\u015fveri\u015finde ma\u011faza i\u00e7i al\u0131\u015fveri\u015fin rol\u00fc ne kadar b\u00fcy\u00fck olacak?<\/strong><\/p>\n<p>Hen\u00fcz erken olsa da, A\u011fustos ay\u0131nda ger\u00e7ekle\u015ftirdi\u011fimiz bir ankete g\u00f6re T\u00fcrkiye\u2019deki her 5 t\u00fcketiciden 3\u2019\u00fc al\u0131\u015fveri\u015f i\u00e7in indirim g\u00fcnlerini bekliyor. Pandemiyle ge\u00e7irdi\u011fimiz bir bu\u00e7uk y\u0131l\u0131n ard\u0131ndan yeniden a\u00e7\u0131lan ma\u011fazalar\u0131n online talebi etkilemedi\u011fini ve online al\u0131\u015fveri\u015fte m\u00fc\u015fterilerin al\u0131\u015fveri\u015f deneyimlerinin daha iyi olmas\u0131n\u0131 bekledi\u011fini g\u00f6zlemliyoruz. \u00c7\u00fcnk\u00fc t\u00fcketiciler online d\u00fcnyadaki al\u0131\u015fveri\u015f yolculuklar\u0131nda daha \u00f6zg\u00fcr ve se\u00e7ene\u011fe sahip oldu\u011funu hissediyor ve yeni marka veya platform ke\u015ffi konusunda daha a\u00e7\u0131k.<\/p>\n<p>O halde, perakendecilerin bu de\u011fi\u015fiklikleri daha iyi anlamas\u0131na yard\u0131mc\u0131 olmak i\u00e7in ge\u00e7ti\u011fimiz y\u0131l neler de\u011fi\u015fti, bu y\u0131l neler \u00f6ng\u00f6r\u00fcyoruz a\u015fa\u011f\u0131da sizlerle payla\u015fmak istiyoruz.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Pandemi_yilinda_alisveris_donemine_dair_neler_ogrendik\"><\/span>Pandemi y\u0131l\u0131nda al\u0131\u015fveri\u015f d\u00f6nemine dair neler \u00f6\u011frendik?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Pandemi s\u0131ras\u0131nda, e-ticarete do\u011fru \u00e7arp\u0131c\u0131 bir ge\u00e7i\u015f ger\u00e7ekle\u015fti. Hangi kanaldan sat\u0131n alma yapt\u0131\u011f\u0131ndan ba\u011f\u0131ms\u0131z hemen hemen herkes bir e-ticaret sitesini ziyaret etti. Di\u011fer yandan ma\u011faza i\u00e7i al\u0131\u015fveri\u015f yeniden canlan\u0131rken, al\u0131\u015fveri\u015f yolculuklar\u0131 online temas noktalar\u0131n\u0131 i\u00e7ermeye devam etti ve dijitalin al\u0131\u015fveri\u015fteki rol\u00fc sa\u011flamla\u015ft\u0131.<\/p>\n<p>Reklamverenlerin medya yat\u0131r\u0131mlar\u0131 da bu de\u011fi\u015fime uygun olarak yeniden \u015fekillendi. 2020 y\u0131l\u0131nda dijital, yat\u0131r\u0131mlardan %54 ile en y\u00fcksek pay\u0131 al\u0131rken, TV %36 ile geriledi. En fazla b\u00fcy\u00fcyen reklam kanal\u0131 ise %60 ile video reklamlar oldu. Di\u011fer bir \u00f6nemli detay ise dijitalle\u015fmenin t\u00fcm kategorilere yay\u0131lmas\u0131yd\u0131; s\u00fcpermarket aramalar\u0131 iki kat\u0131na \u00e7\u0131karken, kozmetik, beyaz e\u015fya gibi kategorilerin de bu sezondaki pay\u0131n\u0131n h\u0131zla artt\u0131\u011f\u0131n\u0131 g\u00f6zlemledik.<\/p>\n<p>T\u00fcm bunlar\u0131n yan\u0131 s\u0131ra, markalar kampanya d\u00f6nemini uzatt\u0131 ve t\u00fcketiciler de buna cevap verdi. Pandemi \u00f6ncesinde Black Friday\u2019den sonra ilgi azal\u0131rd\u0131 ancak ge\u00e7ti\u011fimiz y\u0131l bu ilginin iki hafta daha devam etti\u011fini ve 11.11 d\u00f6neminde de t\u00fcketici talebinin y\u00fcksek oranda s\u00fcrd\u00fc\u011f\u00fcn\u00fc g\u00f6rd\u00fck.<\/p>\n<h4><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-33743 aligncenter\" title=\"\u0130YS-Digital Marker\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2020\/11\/IYS-Digital-Marker-1.jpg\" alt=\"\" width=\"700\" height=\"377\"><\/h4>\n<h4><span class=\"ez-toc-section\" id=\"2021_yilinda_alisveris_doneminde_neler_farkli_olacak\"><\/span>2021 y\u0131l\u0131nda al\u0131\u015fveri\u015f d\u00f6neminde neler farkl\u0131 olacak?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Her \u015feyden \u00f6nce 2020\u2019de g\u00f6rd\u00fc\u011f\u00fcm\u00fcz trendlerin bir\u00e7o\u011funun bu y\u0131l da katlanarak devam edece\u011fini s\u00f6yleyebiliriz. Hem sat\u0131n alma hem \u00fcr\u00fcn ke\u015ffi oranlar\u0131, dijitalde ge\u00e7irilen s\u00fcre ve pandemi etkisiyle elektronik, ev &amp; ya\u015fam ve giyim gibi ana kategorilerde 2020 seviyesinin de \u00fczerine \u00e7\u0131kt\u0131 ve t\u00fcketicilerin al\u0131\u015fveri\u015f d\u00f6nemine olan fark\u0131ndal\u0131\u011f\u0131 hayli y\u00fckseldi. Bu fark\u0131ndal\u0131\u011f\u0131n dijital odakl\u0131l\u0131\u011f\u0131 da art\u0131raca\u011f\u0131n\u0131 belirtebiliriz.<\/p>\n<p>Ge\u00e7en seneden farkl\u0131 olarak bu y\u0131l ma\u011fazalar oyuna daha fazla dahil olacak. Temmuz ay\u0131ndan itibaren ma\u011faza ziyaretlerinin artt\u0131\u011f\u0131n\u0131 ve sepet tutarlar\u0131n\u0131n da bu trende paralel olarak y\u00fckseldi\u011fini d\u00fc\u015f\u00fcnerek ma\u011fazaya trafik \u00e7ekmek \u00f6nceki y\u0131llara g\u00f6re daha fazla rekabet avantaj\u0131 sa\u011flayacak. \u0130nsanlar\u0131n hala yar\u0131s\u0131 sat\u0131n alma kanal\u0131 olarak online tercih etmese de e-ticaret sitesi ziyaret say\u0131s\u0131n\u0131n ge\u00e7en y\u0131l bile 52 milyona ula\u015ft\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcrsek tekrar oyuna giren ma\u011fazalara trafi\u011fi art\u0131rman\u0131n yolu dijitalden ge\u00e7ecek.<\/p>\n<p>Ek olarak t\u00fcketicilerin yeni marka ve perakendecileri denemeye olan i\u015ftah\u0131 pandemi d\u00f6neminde y\u00fckseldi ve bu durum bu y\u0131l t\u00fcm markalar i\u00e7in yeni f\u0131rsatlar yarat\u0131yor. \u00dcstelik al\u0131\u015fveri\u015f yolculu\u011funa ba\u015flamadan \u00f6nce t\u00fcketicinin akl\u0131nda belirli bir marka olsa da ara\u015ft\u0131rma s\u00fcreci i\u00e7inde tercihler ciddi oranda de\u011fi\u015fiyor. T\u00fcketicilerin %80\u2019i bu y\u0131l evlerine daha \u00f6nce hi\u00e7 al\u0131\u015fveri\u015f yapmad\u0131klar\u0131 bir markadan \u00fcr\u00fcn sat\u0131n ald\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"En_dijital_alisveris_sezonunda_basarili_olmanin_yollari\"><\/span>En dijital al\u0131\u015fveri\u015f sezonunda ba\u015far\u0131l\u0131 olman\u0131n yollar\u0131<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>T\u00fcm bunlar ve online al\u0131\u015fveri\u015ften memnuniyetin y\u00fcksek olmas\u0131 dijital odakl\u0131 bir al\u0131\u015fveri\u015f sezonunun bizi bekledi\u011fini g\u00f6steriyor. \u00d6ne ge\u00e7mek i\u00e7in dikkate alman\u0131z gereken d\u00f6rt kilit noktay\u0131 inceleyin.<\/p>\n<ol>\n<li>Zamanlama: Bu y\u0131l perakendeciler ileti\u015fime erken ba\u015flamaktan korkmamal\u0131 \u00e7\u00fcnk\u00fc t\u00fcketicilerin radar\u0131 Ekim ay\u0131ndan itibaren a\u00e7\u0131k. Ekim ay\u0131ndan itibaren ba\u015flayan erken d\u00f6nemde aramalar\u0131n %90&#8217;\u0131 jenerik aramalardan olu\u015fuyor, yani m\u00fc\u015fteri al\u0131nacaklar listesini bu d\u00f6nemde olu\u015fturmaya ba\u015fl\u0131yor. Bu durum perakendecilere hem m\u00fc\u015fteri baz\u0131n\u0131 art\u0131rmak hem de ilk karar listesine girmek i\u00e7in f\u0131rsat yarat\u0131yor.<\/li>\n<li>\u00a0Yarat\u0131c\u0131l\u0131kta videonun rol\u00fc: Kalabal\u0131kta kaybolmamak i\u00e7in perakendeciler bu y\u0131l video reklamlardan da daha fazla yararlanarak kendilerine alan yaratabilir. Globalde t\u00fcketicilerin %70&#8217;i son bir y\u0131lda YouTube\u2019da ke\u015ffetti\u011fi bir markadan veya perakendeciden al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131n\u0131 belirtiyor. T\u00fcrkiye\u2019de kutu a\u00e7ma format\u0131ndaki videolar\u0131n izlenme oran\u0131n\u0131n %40 art\u0131\u015f g\u00f6sterdi\u011fini de ekleyelim.<\/li>\n<li>Aral\u0131k ay\u0131ndaki ikinci f\u0131rsat d\u00f6nemi: Bahsetti\u011fimiz gibi ge\u00e7ti\u011fimiz y\u0131l Black Friday sonras\u0131ndaki 2 haftada \u00f6zellikle baz\u0131 kategorilerde t\u00fcketici talebinde d\u00fc\u015f\u00fc\u015f ya\u015fanmazken maliyetler ciddi oranda d\u00fc\u015ft\u00fc. Bu y\u0131l bu i\u00e7g\u00f6r\u00fcy\u00fc mutlaka de\u011ferlendirin ve Aral\u0131k\u2019taki ikinci f\u0131rsat\u0131 yakalay\u0131n. \u00d6zellikle art\u0131\u015fa ge\u00e7en elektronik, parf\u00fcm, ev &amp; dekorasyon gibi kategorilerde t\u00fcketiciyle bulu\u015fun.<\/li>\n<li>O2O \u00e7\u00f6z\u00fcmleri: T\u00fcm kategorilerin ortalamas\u0131na bakt\u0131\u011f\u0131m\u0131zda, sat\u0131n almalar\u0131n %56\u2019s\u0131 hala ma\u011fazalarda ger\u00e7ekle\u015fiyor. Ancak t\u00fcketicilerin yakla\u015f\u0131k %40&#8217;\u0131 hala pandemi kaynakl\u0131 stres ya\u015f\u0131yor. Bu durumda t\u00fcketici ileti\u015fiminde g\u00f6z \u00f6n\u00fcnde bulundurulmas\u0131 gerekiyor. \u00c7ok kanall\u0131 bir \u00f6l\u00e7\u00fcmleme altyap\u0131s\u0131 olmadan ma\u011fazada yarat\u0131lan de\u011feri ise bilmek m\u00fcmk\u00fcn de\u011fil. Bu sebeple omni-channel \u00f6l\u00e7\u00fcmleme sayesinde t\u00fcketicilerinizin hem online\u2019da hem de fiziksel ma\u011fazan\u0131zda nas\u0131l davrand\u0131\u011f\u0131 ile ilgili t\u00fcm verileri bir araya getirmek kritik. \u00d6zellikle ma\u011faza i\u00e7i avantajlar\u0131n, t\u00fcketmek istedi\u011finiz \u00fcr\u00fcnlerin, pandemi d\u00f6nemi ald\u0131\u011f\u0131n\u0131z \u00f6nlemlerin ve sa\u011flad\u0131\u011f\u0131n\u0131z ek hizmetlerin bu reklamlarda g\u00f6r\u00fcn\u00fcr olmas\u0131na \u00f6zen g\u00f6sterin.<\/li>\n<\/ol>\n<p>Eger ma\u011faza ziyaretleri ve ma\u011faza sat\u0131\u015f\u0131 toplam cironuzun \u00f6nemli bir k\u0131sm\u0131na sahipse, hem ma\u011fazalar\u0131n\u0131za bu zor d\u00f6nemde destek olmak hem de sepet tutar\u0131 y\u00fcksek kitleleri ma\u011fazan\u0131za \u00e7ekmek i\u00e7in ma\u011faza sat\u0131\u015f veya ma\u011faza ziyareti d\u00f6n\u00fc\u015f\u00fcmlerini kampanyalar\u0131n\u0131za ekleyebilirsiniz.<\/p>\n<p>Kaynak: <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/tr-tr\/\" target=\"_blank\" rel=\"noopener\">Think With Google<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Al\u0131\u015fveri\u015f sezonu yakla\u015f\u0131rken ve pandemi etkisini s\u00fcrd\u00fcr\u00fcrken, perakendecilerin \u00e7o\u011fu ne bekleyeceklerini bilmek istiyor. E-ticaret ge\u00e7en y\u0131lk\u0131 oranda b\u00fcy\u00fcmeye devam edecek mi? Y\u0131lba\u015f\u0131 al\u0131\u015fveri\u015finde ma\u011faza i\u00e7i al\u0131\u015fveri\u015fin rol\u00fc ne kadar b\u00fcy\u00fck olacak? Hen\u00fcz erken olsa da, A\u011fustos ay\u0131nda ger\u00e7ekle\u015ftirdi\u011fimiz bir ankete g\u00f6re T\u00fcrkiye\u2019deki her 5 t\u00fcketiciden 3\u2019\u00fc al\u0131\u015fveri\u015f i\u00e7in indirim g\u00fcnlerini bekliyor. Pandemiyle ge\u00e7irdi\u011fimiz bir bu\u00e7uk [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35519,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[638,1489,1501],"tags":[1473,1495],"class_list":["post-34345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-tr","category-dijital-pazarlama","category-e-ticaret","tag-digital-marker-tr","tag-dijital-pazarlama"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/34345","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=34345"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/34345\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/35519"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=34345"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=34345"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=34345"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}