BÜTÜNCÜL KANAL (OMNI-CHANNEL) STRATEJİSİNİN İNCELENMESİ: GIDA PERAKENDECİSİNDEN BULGULAR

Perakende sektörü ülkemizde ve dünyada oldukça hızlı gelişen sektörler arasında yer almaktadır. Perakende sektörünü dinamik kılan en önemli unsurlardan biri tüketici beklenti ve ihtiyaçlarının sürekli olarak değişmesi ve artmasıdır. Teknolojideki gelişmelerle artan ve ucuzlayan bilgiye erişim, perakende sektöründe başta perakendeciler olmak üzere bütün sektörü etkilemektedir. Perakendeciler, son kullanıcılara daha iyi hizmet vererek müşteri sadakatini artırmayı ve yeni müşteriler kazanmayı böylece pazar paylarını güçlendirmeyi hedeflemektedirler. Günümüzde tüketiciler perakendecilere birçok kanal ve temas noktası kullanarak ulaşmakta ve kesintisiz alışveriş tecrübesi sağlamaya çalışmaktadırlar. Bütün bu gelişmelere bağlı olarak, son yıllarda bütüncül kanal (omni-channel) stratejisi ortaya çıkmış ve perakendeciler arasında rekabetavantajı sağlamak için önemli bir konuma gelmiştir. Ancak, bütüncül kanal stratejisinin perakendeciler tarafından nasıl uygulandığını inceleyen araştırmalar oldukça azdır. Araştırma temel olarak perakende sektöründe bütüncül kanal yönetiminin nasıl uygulandığını ortaya çıkarmayı hedeflemektedir. Bu bağlamda, sektörde rakiplerine göre daha yüksek pazar payına sahip bir gıda perakendecisi bünyesinde odak grup yöntemi kullanarak bulgular elde edilmiştir. Elde edilen bulgulara göre bütüncül kanal stratejisinin uygulanmasında ve yönetilmesinde etkili olan dört temel bileşen bulunmaktadır; bunlar sırasıyla perakendeci bakış açısı, perakendecinin tüketici bakış açısı, büyük veri ve temas noktaları, lojistik ve en-iyilemedir.

Anahtar Kelimeler:

kanal bütünleşmesi, kanal stratejisi, dijital kanal, bütüncül kanal, perakendeci

AN INVESTIGATION OF OMNI-CHANNEL STRATEGY: EVIDENCE FROM A FOOD RETAILER

The retail industry is among the fastest growing industries in Turkey and in the world. One of the most important characteristics of the retail industry is the constant change and increase in consumers’ expectations and needs. The entire retail industry, especially the retailers themselves, have been affected by increasingly cheaper and more technologically advanced access to information. Retailers aim to increase customer loyalty by improving service to end users, and to gain new customers so that their market share can grow. Today, consumers are able to access to retailers through many channels and touch points, and demand seamless shopping experiences. As a result, the omni-channel strategy has emerged in recent years, and has become an important means to gaining competitive advantage. However, few studies have examined how omni-channel strategy is implemented. In this context, the current research uses a focus group method to examine the practices of a food retailer with a higher market share than competitors. According to the findings, there are four basic components contributing to the effective implementation and management of omni-channel strategy; the retailer's overall perspective, the retailer's consumer perspective, big data and touch points, and logistics and optimization.

Keywords:

channel integration, channel strategy, digital channel, omni-channel, retailer,

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