{"id":1489,"date":"2021-03-03T12:27:01","date_gmt":"2021-03-03T11:27:01","guid":{"rendered":"https:\/\/h1.hal.si\/?p=1489"},"modified":"2021-06-23T21:53:11","modified_gmt":"2021-06-23T19:53:11","slug":"ostanite-v-odnosu-s-potrosnikom","status":"publish","type":"post","link":"https:\/\/superznamka.si\/ostanite-v-odnosu-s-potrosnikom\/","title":{"rendered":"OSTANITE V ODNOSU S POTRO\u0160NIKOM"},"content":{"rendered":"<p>Pandemija in ukrepi zaradi pandemije so pripeljali do tega, da smo kot posamezniki fizi\u010dno bolj oddaljeni in lo\u010deni drug od drugega, kar pa ne pomeni nujno, da bodo tudi blagovne znamke postale bolj oddaljene od potro\u0161nikov. Iskanje na\u010dinov, kako se v teh spreminjajo\u010dih \u010dasih pribli\u017eati svojim potro\u0161nikom, je pomembnej\u0161e kot kdaj koli prej. Blagovna znamka mora tako postati \u0161e trdnej\u0161i partner potro\u0161niku, saj bo le tako lahko izpolnila njegove potrebe in ohranila mo\u010dan odnos.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4>BLAGOVNE ZNAMKE, NAVADE IN RITUALI<\/h4>\n<p>Zaradi trenutnih razmer je na\u0161e okolje vedno bolj negotovo in spremenljivo. Potro\u0161niku poznana vsakodnevna rutina, na katero se je zana\u0161al, v tem novem okolju ne obstaja. Mnogim je to povzro\u010dilo ob\u010dutek negotovosti ali celo paniko, saj \u00bbnova normala\u00ab ne obstaja in je treba nenehno ocenjevati in krmariti po okolju, ki se tako hitro spreminja. Posledi\u010dno se zato spreminjajo prednostne naloge, odnosi in vedenja potro\u0161nika. To daje blagovnim znamkam prilo\u017enost, da potro\u0161niku zagotovijo mo\u017enost obvladovanja situacij v negotovih \u010dasih, in s tem posledi\u010dno okrepijo odnos potro\u0161nika do blagovne znamke. Za dober in stabilen odnos s potro\u0161nikom so za podjetja klju\u010dni trije koraki:<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h4>1. Razumevanje trenutne situacije. <\/h4>\n<p>Pomembno je, da razumete, kako se oblikujejo nova vedenja pri potro\u0161nikih in kaj to za potro\u0161nika pomeni. S pomo\u010djo raziskave pozicije blagovne znamke, vrste vedenja in potreb potro\u0161nika, lahko bolj neposredno oblikujete svojo ponudbo na na\u010din, ki ustreza potrebam potro\u0161nikov. Ukrepi med pandemijo COVID-19 so povzro\u010dili pove\u010danje \u0161tevila spletnih nakupov. Nekateri potro\u0161niki s tem ne bodo imeli te\u017eave, vendar bodo od blagovnih znamk zahtevali, da se osredoto\u010dijo na operativno u\u010dinkovitost in hitrej\u0161o dostavo izdelkov. Kar posledi\u010dno pomeni prerazporeditev zaposlenih, izbor izdelkov, ki so bolj primerni za spletno dostavo, in drugo. Medtem ko se drugi potro\u0161niki s te\u017eavo prilagodijo spletnemu nakupovanju, vendar se kljub temu zavedajo nujnosti spremembe. Tu je prilo\u017enost za oblikovanje storitev (na primer spletna podpora), ki potro\u0161nikom omogo\u010dajo la\u017eji prehod k spletnemu nakupovanju, in jim pomagajo razviti ve\u0161\u010dine za pridobitev dobre nakupovalne izku\u0161nje, ki igra pomembno vlogo pri notranji motivaciji za vedenje.<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<p><!-- wp:group {\"className\":\"locked-content\"} --><\/p>\n<div class=\"wp-block-group locked-content\">\n<div class=\"wp-block-group__inner-container\"><!-- wp:heading {\"textAlign\":\"center\"} --><\/p>\n<h2 class=\"has-text-align-center\">Samo za naro\u010dnike<\/h2>\n<p><!-- \/wp:heading --><\/p>\n<p><!-- wp:shortcode --><\/p>\n<p><!-- \/wp:shortcode --><\/p>\n<p><!-- wp:shortcode --><\/p>\n<p><!-- \/wp:shortcode --><\/p>\n<p><!-- wp:paragraph {\"align\":\"center\"} --><\/p>\n<p class=\"has-text-align-center\">\u017de imate ra\u010dun? <a href=\"\/moj-racun\/\">Prijavite se<\/a>.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:shortcode --><\/p>\n<p><!-- \/wp:shortcode --><\/div>\n<\/div>\n<p><!-- \/wp:group --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u270d\ud83c\udffb Nata\u0161a Mohor\u010d Kej\u017ear<\/p>\n<p>Z razvojem krize je potro\u0161nik spremenil svoje vedenje. Za dober in stabilen odnos s potro\u0161nikom so za podjetja klju\u010dni trije koraki. Iskanje na\u010dinov, kako se v teh spreminjajo\u010dih \u010dasih pribli\u017eati svojim potro\u0161nikom, je pomembnej\u0161e kot kdaj koli prej. Blagovna znamka mora tako postati \u0161e trdnej\u0161i partner potro\u0161niku, saj bo le tako lahko izpolnila njegove potrebe in ohranila mo\u010dan odnos.<\/p>\n","protected":false},"author":8,"featured_media":1491,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","inline_featured_image":false,"spay_email":""},"categories":[8],"tags":[7],"author_meta":{"display_name":"Nika Ruter","author_link":"https:\/\/superznamka.si\/author\/nikar\/"},"featured_img":"https:\/\/superznamka.si\/wp-content\/uploads\/2021\/02\/Photo-NMK1-219x300.jpg","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>OSTANITE V ODNOSU S POTRO\u0160NIKOM - Super Znamka<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/superznamka.si\/ostanite-v-odnosu-s-potrosnikom\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OSTANITE V ODNOSU S POTRO\u0160NIKOM - Super Znamka\" \/>\n<meta property=\"og:description\" content=\"\u270d\ud83c\udffb Nata\u0161a Mohor\u010d Kej\u017ear Z razvojem krize je potro\u0161nik spremenil svoje vedenje. Za dober in stabilen odnos s potro\u0161nikom so za podjetja klju\u010dni trije koraki. Iskanje na\u010dinov, kako se v teh spreminjajo\u010dih \u010dasih pribli\u017eati svojim potro\u0161nikom, je pomembnej\u0161e kot kdaj koli prej. Blagovna znamka mora tako postati \u0161e trdnej\u0161i partner potro\u0161niku, saj bo le tako lahko izpolnila njegove potrebe in ohranila mo\u010dan odnos.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/superznamka.si\/ostanite-v-odnosu-s-potrosnikom\/\" \/>\n<meta property=\"og:site_name\" content=\"Super Znamka\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/superznamka\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-03T11:27:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-06-23T19:53:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/superznamka.si\/wp-content\/uploads\/2021\/02\/Photo-NMK1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1655\" \/>\n\t<meta property=\"og:image:height\" content=\"2262\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nika Ruter\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/superznamka.si\/#organization\",\"name\":\"Revija Super Znamka\",\"url\":\"https:\/\/superznamka.si\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/superznamka\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/superznamka.si\/#logo\",\"inLanguage\":\"sl-SI\",\"url\":\"https:\/\/superznamka.si\/wp-content\/uploads\/2021\/01\/superznamka-logo.svg\",\"contentUrl\":\"https:\/\/superznamka.si\/wp-content\/uploads\/2021\/01\/superznamka-logo.svg\",\"width\":100,\"height\":100,\"caption\":\"Revija Super Znamka\"},\"image\":{\"@id\":\"https:\/\/superznamka.si\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/superznamka.si\/#website\",\"url\":\"https:\/\/superznamka.si\/\",\"name\":\"Super Znamka\",\"description\":\"Nova slovenska revija s fokusom na znam\u010denje in marketing.\",\"publisher\":{\"@id\":\"https:\/\/superznamka.si\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/superznamka.si\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"sl-SI\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/superznamka.si\/ostanite-v-odnosu-s-potrosnikom\/#primaryimage\",\"inLanguage\":\"sl-SI\",\"url\":\"https:\/\/superznamka.si\/wp-content\/uploads\/2021\/02\/Photo-NMK1.jpg\",\"contentUrl\":\"https:\/\/superznamka.si\/wp-content\/uploads\/2021\/02\/Photo-NMK1.jpg\",\"width\":1655,\"height\":2262},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/superznamka.si\/ostanite-v-odnosu-s-potrosnikom\/#webpage\",\"url\":\"https:\/\/superznamka.si\/ostanite-v-odnosu-s-potrosnikom\/\",\"name\":\"OSTANITE V ODNOSU S POTRO\u0160NIKOM - 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