{"id":1781,"date":"2026-09-23T17:39:04","date_gmt":"2026-09-23T15:39:04","guid":{"rendered":"https:\/\/strategie24.cz\/?p=1781"},"modified":"2026-09-23T17:39:05","modified_gmt":"2026-09-23T15:39:05","slug":"samoobsluzne-pokladny-jako-motor-impulzivnich-nakupu-experti-ze-spolecnosti-mars-radi-jak-zvysit-hodnotu-nakupniho-kosiku","status":"publish","type":"post","link":"https:\/\/strategie24.cz\/?p=1781","title":{"rendered":"Samoobslu\u017en\u00e9 pokladny jako motor impulzivn\u00edch n\u00e1kup\u016f. Experti ze spole\u010dnosti Mars rad\u00ed, jak zv\u00fd\u0161it hodnotu n\u00e1kupn\u00edho ko\u0161\u00edku"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Pr\u016fchod pokladn\u00ed z\u00f3nou je posledn\u00ed moment n\u00e1v\u0161t\u011bvy obchodu, ale \u010dasto m\u00e1 nejv\u011bt\u0161\u00ed vliv na to, jak z\u00e1kazn\u00edci hodnot\u00ed celkov\u00fd n\u00e1kupn\u00ed z\u00e1\u017eitek. V sou\u010dasnosti, kdy se maloobchod st\u00e1le v\u00edce automatizuje, v\u00fdznam t\u00e9to \u010d\u00e1sti prodejny je\u0161t\u011b roste. Samoobslu\u017en\u00e9 pokladny u\u017e nejsou pouze provozn\u00edm \u0159e\u0161en\u00edm, ale st\u00e1vaj\u00ed se d\u016fle\u017eit\u00fdm prvkem prodejn\u00ed strategie.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tato zm\u011bna ve zp\u016fsobu obsluhov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f p\u0159in\u00e1\u0161\u00ed prodejc\u016fm nov\u00e9 v\u00fdzvy. Udr\u017eet efektivitu impulzivn\u00edho prodeje produkt\u016f je obt\u00ed\u017en\u011bj\u0161\u00ed ve chv\u00edli, kdy se pozornost z\u00e1kazn\u00edka soust\u0159ed\u00ed na skenov\u00e1n\u00ed zbo\u017e\u00ed a dokon\u010den\u00ed platby.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Data z Evropy v\u0161ak ukazuj\u00ed v tomto prostoru potenci\u00e1l. V N\u011bmecku m\u016f\u017ee pokladn\u00ed z\u00f3na, kter\u00e1 zab\u00edr\u00e1 p\u0159ibli\u017en\u011b 1 % prodejn\u00ed plochy, generovat a\u017e 5 % obratu dan\u00e9ho obchodu.<sup>i<\/sup>&nbsp;Spr\u00e1vn\u00e9 vyu\u017eit\u00ed tohoto prostoru tak m\u016f\u017ee m\u00edt p\u0159\u00edm\u00fd dopad na prodejn\u00ed v\u00fdsledky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Spole\u010dnost Mars, kter\u00e1 nab\u00edz\u00ed \u0161irok\u00e9 portfolio produkt\u016f v kategorii sladk\u00fdch snack\u016f a \u017ev\u00fdka\u010dek, si b\u011bhem let vybudovala expertn\u00ed znalost, jak efektivn\u011b um\u00edstit zbo\u017e\u00ed v pokladn\u00ed z\u00f3n\u011b. Produkty, jako jsou \u017ev\u00fdka\u010dky (nap\u0159. zna\u010dky Orbit nebo Airwaves), \u010dokol\u00e1dov\u00e9 ty\u010dinky (v\u010detn\u011b ikonick\u00fdch zna\u010dek Snickers nebo Twix) a mal\u00e9 \u010dokol\u00e1dov\u00e9 dra\u017e\u00e9 (M&amp;M\u2019s), odpov\u00eddaj\u00ed na touhu d\u00e1t si n\u011bco \u201epro m\u011b, pr\u00e1v\u011b te\u010f\u201c, kterou mnoho spot\u0159ebitel\u016f poci\u0165uje pr\u00e1v\u011b na konci n\u00e1kupn\u00ed cesty.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Kl\u00ed\u010dov\u00e9 je b\u00fdt vid\u011bt<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">V kategorii impulzivn\u00edch n\u00e1kup\u016f se z\u00e1kazn\u00edci rozhoduj\u00ed b\u011bhem n\u011bkolika sekund, a proto jsou viditelnost produkt\u016f i zp\u016fsob jejich prezentace naprosto kl\u00ed\u010dov\u00e9. V prost\u0159ed\u00ed samoobslu\u017en\u00fdch pokladen v\u0161ak tradi\u010dn\u00ed vystaven\u00ed produkt\u016f p\u0159\u00edmo u pokladny nesta\u010d\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0158e\u0161en\u00edm je rozvoj tzv. \u201ep\u0159\u00edstupov\u00e9 z\u00f3ny\u201c \u2013 prostoru p\u0159ed pokladnami, kde jsou z\u00e1kazn\u00edci st\u00e1le otev\u0159en\u00ed n\u00e1kupn\u00edm podn\u011bt\u016fm. Spole\u010dnost Mars ve spolupr\u00e1ci s&nbsp;maloobchodn\u00edky vytv\u00e1\u0159\u00ed a implementuje \u0159e\u0161en\u00ed pro tento prostor ve form\u011b impulsn\u00edch modul\u016f, kter\u00e9 zvy\u0161uj\u00ed viditelnost produkt\u016f a podporuj\u00ed jejich prodej.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zku\u0161enosti spole\u010dnosti ukazuj\u00ed, \u017ee pe\u010dliv\u011b navr\u017een\u00e1 \u0159e\u0161en\u00ed v t\u00e9to \u010d\u00e1sti prodejny mohou dosahovat stejn\u00e9, nebo dokonce vy\u0161\u0161\u00ed efektivity ne\u017e klasick\u00e9 vystaven\u00ed produkt\u016f u pokladen. Kl\u00ed\u010dem k \u00fasp\u011bchu je jednoduch\u00e1 orientace pro z\u00e1kazn\u00edka, omezen\u00fd a vhodn\u00fd sortiment a jasn\u00e1 vizu\u00e1ln\u00ed komunikace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201e<em>Nejpopul\u00e1rn\u011bj\u0161\u00ed produkty jsou p\u0159edev\u0161\u00edm takov\u00e9, kter\u00e9 p\u0159in\u00e1\u0161ej\u00ed chvilku pot\u011b\u0161en\u00ed a osv\u011b\u017een\u00ed. V r\u00e1mci na\u0161eho portfolia jde zejm\u00e9na o \u017ev\u00fdka\u010dky Orbit bez cukru, kter\u00e9 ji\u017e \u0159adu let pat\u0159\u00ed mezi nej\u010dast\u011bji volen\u00e9 kategorie u pokladen. Zat\u00edmco m\u00e1tov\u00e9 varianty se t\u011b\u0161\u00ed velk\u00e9 oblib\u011b, siln\u00fd z\u00e1jem je tak\u00e9 o ovocn\u00e9 p\u0159\u00edchut\u011b a netradi\u010dn\u00ed form\u00e1ty, jako jsou Orbit Refreshers. V\u00fdznamnou roli p\u0159i uspokojov\u00e1n\u00ed pot\u0159eby rychl\u00e9 odm\u011bny a dopln\u011bn\u00ed energie hraj\u00ed tak\u00e9 ikonick\u00e9 zna\u010dky \u010dokol\u00e1dov\u00fdch ty\u010dinek, jako jsou Snickers nebo Twix, a mal\u00e9 \u010dokol\u00e1dov\u00e9 dra\u017e\u00e9 M&amp;M\u2019S. \u00dasp\u011bch prodeje v transak\u010dn\u00ed z\u00f3n\u011b nez\u00e1vis\u00ed pouze na s\u00edle zna\u010dky, ale tak\u00e9 na spr\u00e1vn\u00e9m vystaven\u00ed produkt\u016f, atraktivn\u00edch form\u00e1tech a jejich propojen\u00ed s p\u0159\u00edle\u017eitostmi ke konzumaci \u2013 zejm\u00e9na v dob\u011b, kdy jsou st\u00e1le obl\u00edben\u011bj\u0161\u00ed samoobslu\u017en\u00e9 pokladny,\u201c<\/em> zd\u016fraz\u0148uje <strong>Nataliia Mostova, Category Leadership Director pro st\u0159edn\u00ed Evropu ve spole\u010dnosti Mars.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Nov\u00e1 definice pokladn\u00ed z\u00f3ny<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Mars uplat\u0148uje p\u0159\u00edstup <em>\u201etestuj a u\u010d se\u201c,<\/em> kter\u00fd zahrnuje pilotn\u00ed programy, A\/B testov\u00e1n\u00ed a anal\u00fdzu dat o prodej\u00edch. Na jejich z\u00e1klad\u011b pak vznikaj\u00ed doporu\u010den\u00ed p\u0159izp\u016fsoben\u00e1 r\u016fzn\u00fdm form\u00e1t\u016fm prodejen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201e<em>Je kl\u00ed\u010dov\u00e9 d\u00edvat se na celou n\u00e1kupn\u00ed cestu z\u00e1kazn\u00edka v prodejn\u011b, nejen na samotnou pokladnu. Spr\u00e1vn\u011b vystaven\u00e9 produkty a promy\u0161len\u00e1 p\u0159\u00edstupov\u00e1 z\u00f3na u pokladen skute\u010dn\u011b zvy\u0161uj\u00ed konverzi i u samoobslu\u017en\u00fdch pokladen,\u201c<\/em> dodal <strong>Sebastian Vossough, Transaction Zone Manager pro Evropu.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tento p\u0159\u00edstup umo\u017e\u0148uje zv\u00fd\u0161it impulzivn\u00ed prodej a efektivn\u011b vyu\u017e\u00edt dostupn\u00fd prostor bez n\u00e1kladn\u00fdch provozn\u00edch zm\u011bn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rozvoj samoobslu\u017en\u00fdch pokladen potenci\u00e1l t\u00e9to kategorie neomezuje, ale naopak ho nov\u011b definuje. P\u0159\u00edstup zalo\u017een\u00fd na datech, viditelnosti a spolupr\u00e1ci s prodejci zaji\u0161\u0165uje, \u017ee pokladn\u00ed z\u00f3na m\u016f\u017ee b\u00fdt jednou z nejefektivn\u011bj\u0161\u00edch prodejn\u00edch oblast\u00ed v prodejn\u011b.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pr\u016fchod pokladn\u00ed z\u00f3nou je posledn\u00ed moment n\u00e1v\u0161t\u011bvy obchodu, ale \u010dasto m\u00e1 nejv\u011bt\u0161\u00ed vliv na to, jak z\u00e1kazn\u00edci hodnot\u00ed celkov\u00fd n\u00e1kupn\u00ed z\u00e1\u017eitek. V sou\u010dasnosti, kdy se maloobchod st\u00e1le v\u00edce automatizuje, v\u00fdznam t\u00e9to \u010d\u00e1sti prodejny je\u0161t\u011b roste. Samoobslu\u017en\u00e9 pokladny u\u017e nejsou pouze provozn\u00edm \u0159e\u0161en\u00edm, ale st\u00e1vaj\u00ed se d\u016fle\u017eit\u00fdm prvkem prodejn\u00ed strategie. Tato zm\u011bna ve zp\u016fsobu obsluhov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[447],"tags":[],"class_list":["post-1781","post","type-post","status-publish","format-standard","has-post-thumbnail","category-aktuality"],"amp_enabled":false,"_links":{"self":[{"href":"https:\/\/strategie24.cz\/index.php?rest_route=\/wp\/v2\/posts\/1781","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/strategie24.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/strategie24.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/strategie24.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/strategie24.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1781"}],"version-history":[{"count":1,"href":"https:\/\/strategie24.cz\/index.php?rest_route=\/wp\/v2\/posts\/1781\/revisions"}],"predecessor-version":[{"id":1783,"href":"https:\/\/strategie24.cz\/index.php?rest_route=\/wp\/v2\/posts\/1781\/revisions\/1783"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/strategie24.cz\/index.php?rest_route=\/wp\/v2\/media\/1782"}],"wp:attachment":[{"href":"https:\/\/strategie24.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/strategie24.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1781"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/strategie24.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}