{"status":true,"post":{"id":20613,"user_id":27,"status":1,"type":1,"orde":null,"notification_type":3,"static_post":0,"published_at":"2022-10-24 13:53:49","created_at":"2019-07-11T21:00:00.000000Z","updated_at":"2022-10-24T10:53:49.000000Z","edited_at":"2024-12-17 22:35:21","source_id":null,"post_id":20613,"is_featured":0,"title":"Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcdo\u011fru anlamak: Amazon.com \u00f6rne\u011fi","slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"home_title":null,"sub_title":null,"category_id":73,"description":null,"content":" \t\t\t\t\t \t\t\t\t\t

G\u00fcnden g\u00fcne daha derinden hissedilen dijitalle\u015fme s\u00fcreci, g\u00fcn\u00fcm\u00fczde d\u00fcnya \u00fczerindeki her \u015firket i\u00e7in ba\u015fa gelebilecek en b\u00fcy\u00fck tehlike, ayn\u0131 zamanda kar\u015f\u0131la\u015f\u0131labilecek en b\u00fcy\u00fck f\u0131rsat olarak de\u011ferlendirilmeli. Her sekt\u00f6r i\u00e7in ge\u00e7erli olan bu ifade, perakende sekt\u00f6r\u00fcnde en bariz \u015fekilde ya\u015fan\u0131yor. \u0130lk y\u0131llar\u0131nda e-ticaretin geleneksel ticaret kar\u015f\u0131s\u0131nda gelece\u011fi olup olmad\u0131\u011f\u0131 tart\u0131\u015f\u0131l\u0131yordu. Walmart gibi d\u00fcnyan\u0131n en b\u00fcy\u00fck perakende devleri kar\u015f\u0131s\u0131nda Amazon.com ger\u00e7ek bir rakip olarak bile g\u00f6r\u00fclm\u00fcyordu. Y\u0131llar i\u00e7erisinde e-ticaretin y\u0131k\u0131c\u0131 ve d\u00f6n\u00fc\u015ft\u00fcr\u00fcc\u00fc etkisi t\u00fcm \u00e7\u0131plakl\u0131\u011f\u0131yla ortaya \u00e7\u0131kt\u0131. Y\u0131ll\u0131k cirosu Walmart\u2019\u0131n cirosunun 1\/3\u2019\u00fc oldu\u011fu d\u00f6nemde dahi y\u0131ll\u0131k b\u00fcy\u00fcme oran\u0131na bak\u0131ld\u0131\u011f\u0131nda Amazon.com\u2019un ka\u00e7 y\u0131l sonra Walmart\u2019\u0131 ge\u00e7ece\u011fi yeni tart\u0131\u015fma konusu haline geldi. \u015eirket 2019 itibariyle piyasa de\u011feri olarak 1 trilyon dolar seviyesinin \u00fcst\u00fcne \u00e7\u0131karak d\u00fcnyan\u0131n en de\u011ferli \u015firketi konumuna y\u00fckseldi. D\u00fcnyan\u0131n en de\u011ferli markalar\u0131 s\u0131ralamas\u0131nda da 1 numaraya yerle\u015fti.<\/span><\/p>

\u00c7evrimi\u00e7i kitap sat\u0131\u015f\u0131yla faaliyete ba\u015flayan \u015firket, g\u00fcn\u00fcm\u00fczde her kategoride akla gelen ilk perakende markas\u0131 olmay\u0131 ba\u015fard\u0131. Dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecindeki vizyoner bak\u0131\u015f a\u00e7\u0131s\u0131yla perakendenin de \u00f6tesinde bir\u00e7ok i\u015f kolunda s\u00f6z sahibi oldu. Bulut bili\u015fimde ilk olma \u00f6zelli\u011fine sahip.<\/span><\/p>

Amazon\u2019un genel \u015firket stratejisi ve hizmetleri incelendi\u011finde dijitalle\u015fmeye bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131n teknolojiye yat\u0131r\u0131m yapmaktan \u00e7ok daha b\u00fcy\u00fck oranda m\u00fc\u015fteri odakl\u0131 bir yakla\u015f\u0131m bar\u0131nd\u0131rd\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz. Bir\u00e7ok b\u00fcy\u00fck kurumda m\u00fc\u015fteri deneyiminden sorumlu bir tepe y\u00f6neticisi pozisyonu (Chief Experience Officer - CXO) g\u00f6rmek m\u00fcmk\u00fcn.<\/span><\/p>

\u00d6ne \u00e7\u0131kan stratejiler<\/strong><\/span><\/p>

Artan rekabet ortam\u0131 ve sosyal medya mecralar\u0131, nesnelerin interneti gibi her yerden durmadan akan bilgi seli kar\u015f\u0131s\u0131nda t\u00fcketicilerin zaman\u0131 ve dikkati gittik\u00e7e daha k\u0131t ve daha de\u011ferli bir kaynak haline geldi. Bu olgu dikkat ekonomisi olarak adland\u0131r\u0131l\u0131yor. Uluslararas\u0131 \u00e7ok satan \u0130knan\u0131n Psikolojisi adl\u0131 kitab\u0131nda Cialdini, hi\u00e7bir \u015feye yeterince zaman ay\u0131rmaya izin vermeyen y\u00fcksek tempolu ve yo\u011fun modern ya\u015fam tarz\u0131 t\u00fcketicileri her alanda d\u00fc\u015f\u00fcnmeksizin, oto-pilotta hareket etmeye imkan verecek k\u0131sa yollar aramaya itti\u011fini s\u00f6yl\u00fcyor. Bu durum t\u00fcketicinin sezgilerine dayal\u0131, d\u00fc\u015f\u00fcnmeksizin hareket etmesini sa\u011flayan ill\u00fczyonel pazarlama tekniklerinin \u00f6ne \u00e7\u0131kmas\u0131na neden oluyor. Bu stratejiler, t\u00fcketicilerin e\u011flenerek ve kendilerini bir ak\u0131\u015f halinde hissettikleri <\/span>bir d\u00fcnya sunuyor.<\/span><\/p>

Tasar\u0131m odakl\u0131 \u00e7\u00f6z\u00fcm<\/strong><\/span><\/p>

Dikkat ekonomisinin h\u00e2kim oldu\u011fu \u00e7a\u011f\u0131m\u0131z\u0131n, dijital d\u00fcnyas\u0131 ve modern hayat tarz\u0131 t\u00fcketicilerin bir saniyesini bile k\u0131ymetli hale getiriyor. Bu nedenle g\u00fcn\u00fcm\u00fczde t\u00fcketicilere zaman kazand\u0131ran, dikkatlerini vermelerine ve zihinsel \u00e7aba sarf etmelerine gerek b\u0131rakt\u0131rmayan \u00fcr\u00fcn ve hizmetler tercih sebebi oluyor. G\u00fcn\u00fcm\u00fczde Yandex Navi benzeri navigasyon uygulamalar\u0131 g\u00fcnl\u00fck ya\u015fama \u00f6ylesine b\u00fct\u00fcnle\u015fik ki insanlar bu uygulamalar\u0131 kullanmadan kendi evine bile gidemez duruma geldi. Karar vermeye ya da zihinsel bir \u00e7aba sarf etmeye gerek b\u0131rakt\u0131rmayan ve t\u00fcketiciyi ak\u0131\u015fta hissettiren bu deneyimler ya\u015fam\u0131m\u0131z\u0131n vazge\u00e7ilmezi olmu\u015f durumda.<\/span><\/p>

Amazon\u2019u farkl\u0131 k\u0131lan \u00fcr\u00fcn ve hizmetleri dikkatli incelendi\u011finde hemen hepsinin t\u00fcketici deneyimini daha p\u00fcr\u00fczs\u00fcz, kolay hale getiren t\u00fcketicilerin zaman\u0131n\u0131n k\u0131ymetli oldu\u011fundan hareketle onlar\u0131 d\u00fc\u015f\u00fcnd\u00fcrtmeyen yenilik\u00e7i \u00e7\u00f6z\u00fcmler oldu\u011funu g\u00f6r\u00fcyoruz. Bunlardan birka\u00e7\u0131n\u0131 inceleyelim:<\/span><\/p>

\u00dcr\u00fcne abone olma <\/strong><\/span><\/p>

Siteden s\u0131kl\u0131kla al\u0131nan t\u0131ra\u015f b\u0131\u00e7a\u011f\u0131 gibi h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri i\u00e7in \u00fcr\u00fcn bittik\u00e7e siteye tekrar girip sat\u0131n alma zahmetinden kurtaran Amazon.com, t\u00fcketicinin belirtti\u011fi (1 ay, 3 ay gibi) bir periyotta \u00fcr\u00fcn\u00fc otomatik olarak al\u0131\u015fveri\u015f sepetine ekleyerek \u00fcr\u00fcne abone olman\u0131z\u0131 sa\u011fl\u0131yor.<\/span><\/p>

Dash butonu<\/strong><\/span><\/p>

Amazon.com\u2019un h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri i\u00e7in d\u00fc\u015f\u00fcnd\u00fcrtmeyen tasar\u0131ma bir \u00f6rnek Amazon Dash butonu. \u00c7ama\u015f\u0131r ve bula\u015f\u0131k makinas\u0131 gibi beyaz e\u015fyalar\u0131n \u00fczerine yerle\u015ftirilen ve bas\u0131ld\u0131\u011f\u0131nda tercih edilen marka deterjan\u0131 otomatik sipari\u015f veren ak\u0131ll\u0131 butonu bir t\u00fcr \u2018nesnelerin interneti\u2019 \u00e7\u00f6z\u00fcm\u00fc sunuyor.<\/span><\/p> \t\t\t\t","slug":"dijital-donusumudogru-anlamak-amazoncom-ornegi","tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcdo\u011fru anlamak: Amazon.com \u00f6rne\u011fi","meta_description":"Dr. Adnan Veysel ERTEMEL","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"view_count":1117,"cropped_1200x675":null,"user":{"id":27,"name":"ADNAN VEYSEL","surname":"ERTEMEL","email":"doc-dr-adnan-veysel-ertemel@gmail.com","slug":"doc-dr-adnan-veysel-ertemel","avatar":"\/front\/uploads\/avatar\/17336916001r1LpO2XUqa1CPY.webp","status":1,"role":1,"email_verified_at":null,"orde":null,"created_at":"2022-10-24T10:50:02.000000Z","updated_at":"2024-12-18T09:48:24.000000Z","seo_title":null,"seo_description":null},"translations":[{"id":20712,"is_featured":0,"is_amp":0,"is_ads":0,"ads_link":null,"post_id":20613,"locale":"tr","category_id":73,"title":"Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcdo\u011fru anlamak: Amazon.com \u00f6rne\u011fi","home_title":null,"sub_title":null,"slider_title":null,"slider_title_2":null,"slider_spot_title":null,"slider_spot_title_2":null,"subtitleuse":0,"description":null,"content":" \t\t\t\t\t \t\t\t\t\t

G\u00fcnden g\u00fcne daha derinden hissedilen dijitalle\u015fme s\u00fcreci, g\u00fcn\u00fcm\u00fczde d\u00fcnya \u00fczerindeki her \u015firket i\u00e7in ba\u015fa gelebilecek en b\u00fcy\u00fck tehlike, ayn\u0131 zamanda kar\u015f\u0131la\u015f\u0131labilecek en b\u00fcy\u00fck f\u0131rsat olarak de\u011ferlendirilmeli. Her sekt\u00f6r i\u00e7in ge\u00e7erli olan bu ifade, perakende sekt\u00f6r\u00fcnde en bariz \u015fekilde ya\u015fan\u0131yor. \u0130lk y\u0131llar\u0131nda e-ticaretin geleneksel ticaret kar\u015f\u0131s\u0131nda gelece\u011fi olup olmad\u0131\u011f\u0131 tart\u0131\u015f\u0131l\u0131yordu. Walmart gibi d\u00fcnyan\u0131n en b\u00fcy\u00fck perakende devleri kar\u015f\u0131s\u0131nda Amazon.com ger\u00e7ek bir rakip olarak bile g\u00f6r\u00fclm\u00fcyordu. Y\u0131llar i\u00e7erisinde e-ticaretin y\u0131k\u0131c\u0131 ve d\u00f6n\u00fc\u015ft\u00fcr\u00fcc\u00fc etkisi t\u00fcm \u00e7\u0131plakl\u0131\u011f\u0131yla ortaya \u00e7\u0131kt\u0131. Y\u0131ll\u0131k cirosu Walmart\u2019\u0131n cirosunun 1\/3\u2019\u00fc oldu\u011fu d\u00f6nemde dahi y\u0131ll\u0131k b\u00fcy\u00fcme oran\u0131na bak\u0131ld\u0131\u011f\u0131nda Amazon.com\u2019un ka\u00e7 y\u0131l sonra Walmart\u2019\u0131 ge\u00e7ece\u011fi yeni tart\u0131\u015fma konusu haline geldi. \u015eirket 2019 itibariyle piyasa de\u011feri olarak 1 trilyon dolar seviyesinin \u00fcst\u00fcne \u00e7\u0131karak d\u00fcnyan\u0131n en de\u011ferli \u015firketi konumuna y\u00fckseldi. D\u00fcnyan\u0131n en de\u011ferli markalar\u0131 s\u0131ralamas\u0131nda da 1 numaraya yerle\u015fti.<\/span><\/p>

\u00c7evrimi\u00e7i kitap sat\u0131\u015f\u0131yla faaliyete ba\u015flayan \u015firket, g\u00fcn\u00fcm\u00fczde her kategoride akla gelen ilk perakende markas\u0131 olmay\u0131 ba\u015fard\u0131. Dijital d\u00f6n\u00fc\u015f\u00fcm s\u00fcrecindeki vizyoner bak\u0131\u015f a\u00e7\u0131s\u0131yla perakendenin de \u00f6tesinde bir\u00e7ok i\u015f kolunda s\u00f6z sahibi oldu. Bulut bili\u015fimde ilk olma \u00f6zelli\u011fine sahip.<\/span><\/p>

Amazon\u2019un genel \u015firket stratejisi ve hizmetleri incelendi\u011finde dijitalle\u015fmeye bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131n teknolojiye yat\u0131r\u0131m yapmaktan \u00e7ok daha b\u00fcy\u00fck oranda m\u00fc\u015fteri odakl\u0131 bir yakla\u015f\u0131m bar\u0131nd\u0131rd\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz. Bir\u00e7ok b\u00fcy\u00fck kurumda m\u00fc\u015fteri deneyiminden sorumlu bir tepe y\u00f6neticisi pozisyonu (Chief Experience Officer - CXO) g\u00f6rmek m\u00fcmk\u00fcn.<\/span><\/p>

\u00d6ne \u00e7\u0131kan stratejiler<\/strong><\/span><\/p>

Artan rekabet ortam\u0131 ve sosyal medya mecralar\u0131, nesnelerin interneti gibi her yerden durmadan akan bilgi seli kar\u015f\u0131s\u0131nda t\u00fcketicilerin zaman\u0131 ve dikkati gittik\u00e7e daha k\u0131t ve daha de\u011ferli bir kaynak haline geldi. Bu olgu dikkat ekonomisi olarak adland\u0131r\u0131l\u0131yor. Uluslararas\u0131 \u00e7ok satan \u0130knan\u0131n Psikolojisi adl\u0131 kitab\u0131nda Cialdini, hi\u00e7bir \u015feye yeterince zaman ay\u0131rmaya izin vermeyen y\u00fcksek tempolu ve yo\u011fun modern ya\u015fam tarz\u0131 t\u00fcketicileri her alanda d\u00fc\u015f\u00fcnmeksizin, oto-pilotta hareket etmeye imkan verecek k\u0131sa yollar aramaya itti\u011fini s\u00f6yl\u00fcyor. Bu durum t\u00fcketicinin sezgilerine dayal\u0131, d\u00fc\u015f\u00fcnmeksizin hareket etmesini sa\u011flayan ill\u00fczyonel pazarlama tekniklerinin \u00f6ne \u00e7\u0131kmas\u0131na neden oluyor. Bu stratejiler, t\u00fcketicilerin e\u011flenerek ve kendilerini bir ak\u0131\u015f halinde hissettikleri <\/span>bir d\u00fcnya sunuyor.<\/span><\/p>

Tasar\u0131m odakl\u0131 \u00e7\u00f6z\u00fcm<\/strong><\/span><\/p>

Dikkat ekonomisinin h\u00e2kim oldu\u011fu \u00e7a\u011f\u0131m\u0131z\u0131n, dijital d\u00fcnyas\u0131 ve modern hayat tarz\u0131 t\u00fcketicilerin bir saniyesini bile k\u0131ymetli hale getiriyor. Bu nedenle g\u00fcn\u00fcm\u00fczde t\u00fcketicilere zaman kazand\u0131ran, dikkatlerini vermelerine ve zihinsel \u00e7aba sarf etmelerine gerek b\u0131rakt\u0131rmayan \u00fcr\u00fcn ve hizmetler tercih sebebi oluyor. G\u00fcn\u00fcm\u00fczde Yandex Navi benzeri navigasyon uygulamalar\u0131 g\u00fcnl\u00fck ya\u015fama \u00f6ylesine b\u00fct\u00fcnle\u015fik ki insanlar bu uygulamalar\u0131 kullanmadan kendi evine bile gidemez duruma geldi. Karar vermeye ya da zihinsel bir \u00e7aba sarf etmeye gerek b\u0131rakt\u0131rmayan ve t\u00fcketiciyi ak\u0131\u015fta hissettiren bu deneyimler ya\u015fam\u0131m\u0131z\u0131n vazge\u00e7ilmezi olmu\u015f durumda.<\/span><\/p>

Amazon\u2019u farkl\u0131 k\u0131lan \u00fcr\u00fcn ve hizmetleri dikkatli incelendi\u011finde hemen hepsinin t\u00fcketici deneyimini daha p\u00fcr\u00fczs\u00fcz, kolay hale getiren t\u00fcketicilerin zaman\u0131n\u0131n k\u0131ymetli oldu\u011fundan hareketle onlar\u0131 d\u00fc\u015f\u00fcnd\u00fcrtmeyen yenilik\u00e7i \u00e7\u00f6z\u00fcmler oldu\u011funu g\u00f6r\u00fcyoruz. Bunlardan birka\u00e7\u0131n\u0131 inceleyelim:<\/span><\/p>

\u00dcr\u00fcne abone olma <\/strong><\/span><\/p>

Siteden s\u0131kl\u0131kla al\u0131nan t\u0131ra\u015f b\u0131\u00e7a\u011f\u0131 gibi h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri i\u00e7in \u00fcr\u00fcn bittik\u00e7e siteye tekrar girip sat\u0131n alma zahmetinden kurtaran Amazon.com, t\u00fcketicinin belirtti\u011fi (1 ay, 3 ay gibi) bir periyotta \u00fcr\u00fcn\u00fc otomatik olarak al\u0131\u015fveri\u015f sepetine ekleyerek \u00fcr\u00fcne abone olman\u0131z\u0131 sa\u011fl\u0131yor.<\/span><\/p>

Dash butonu<\/strong><\/span><\/p>

Amazon.com\u2019un h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri i\u00e7in d\u00fc\u015f\u00fcnd\u00fcrtmeyen tasar\u0131ma bir \u00f6rnek Amazon Dash butonu. \u00c7ama\u015f\u0131r ve bula\u015f\u0131k makinas\u0131 gibi beyaz e\u015fyalar\u0131n \u00fczerine yerle\u015ftirilen ve bas\u0131ld\u0131\u011f\u0131nda tercih edilen marka deterjan\u0131 otomatik sipari\u015f veren ak\u0131ll\u0131 butonu bir t\u00fcr \u2018nesnelerin interneti\u2019 \u00e7\u00f6z\u00fcm\u00fc sunuyor.<\/span><\/p> \t\t\t\t","slug":"dijital-donusumudogru-anlamak-amazoncom-ornegi","orjinalimage":null,"news_cover_min":null,"news_cover":null,"news_video_min":null,"news_video":null,"cropped_638x552":null,"cropped_310x208":null,"cropped_416x247":null,"cropped_197x247":null,"cropped_416x600":null,"cropped_1200x675":null,"tags":"K\u00f6\u015fe Yaz\u0131s\u0131","meta_title":"Dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcdo\u011fru anlamak: Amazon.com \u00f6rne\u011fi","meta_description":"Dr. Adnan Veysel ERTEMEL","meta_keywords":"K\u00f6\u015fe Yaz\u0131s\u0131","view_count":1117,"yt":0,"ytid":"","ytimage":null,"imgdate":"2000-01-01 00:00:00","cuff_cover":null,"cropped_358x214":null,"cropped_842x474":null}]}}