Specifičnosti maloprodaje putem digitalnih kanala distribucije

master's thesis

• Author: Nico Poropat
• Mentor: Mirko Palić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Pod pojmom digitalni kanali distribucije podrazumijevaju se kanali koje poduzeće koristi kako bi prodalo artikle direktno kupcu putem Interneta. Digitalna, jednako kao i fizička distribucija, može biti direktna, multikanalna i omnikanalna. Ne odgovara svaki oblik distribucije svakom poduzeću, već njen izbor ovisi o veličini, financijskim mogućnostima i ciljevima poduzeća. Digitalna maloprodaja je specifična u odnosu na fizičku prije svega jer smanjuje troškove poslovanja te je sveukupno efikasniji oblik prodaje. Bez potrebe za održavanjem fizičkog prodajnog osoblja, skladišta i uz mogućnost realizacije prodaje u mnogo kraćem roku nego što je to slučaj u fizičkoj trgovini, digitalna maloprodaja opravdava ulaganja napora oko njene implementacije.
Glavne prednosti digitalne maloprodaje s aspekta potrošača su visoka razina personalizacije i niži troškovi artikala, ali glavni izazovi su i dalje sigurnost i povjerenje oko legitimnosti transakcija. Potrošači su sve zahtjevniji i spremni davati nove prilike inovacijama (posebno mlađi potrošači, pripadnici generacija Y i Z). Takvi ukusi i razvoj globalne kulture bivanja u toku s najnovijim trendovima predstavljaju još jedan izazov poduzećima koja su prisutna na Internetu. Dosad je bilo dovoljno samo unaprjeđivati korisničko iskustvo kroz bolji dizajn desktop i mobilnih verzija, ali sa novim desetljećem, potrošači žele sve više kupovati uz pomoć proširene stvarnosti, audio naredbi, visoke razine responzivnosti od poduzeća te sve brže i jeftinije dostave. Korištenjem primjera triju izabranih internetskih prodavaonica, odnosno jedne koja je značajna za poduzeća zapadnog svijeta, druge istočnog i treće iz hrvatske, rad istražuje koje su ključne prednosti i nedostatci svake obzirom na ranije obrađenu teorijsku osnovu.
U konačnici zaključak sumira sadržaj rada u konkretan prijedlog poduzećima kada se na kakav pristup digitalne maloprodaje fokusirati, obzirom na fazu razvoja poduzeća.

Abstract (english)

The term digital distribution channels refers to the channels that a company uses to sell items directly to a customer via the Internet. Digital, as well as physical distribution, can be direct, multichannel and omnichannel. Not every form of distribution suits every company, but its choice depends on the size, financial capabilities and goals of the company. Digital retail is specific compared to physical retail primarily because it reduces operating costs and is an overall more efficient form of sales. Without the need to maintain physical sales staff, warehouses and with the possibility of realizing sales in a much shorter time than is the case in physical trade, digital retail justifies the effort to implement it.
The main advantages of digital retail from a consumer perspective are a high level of personalization and lower item costs, but the main challenges remain security and confidence around the legitimacy of transactions. Consumers are increasingly demanding and willing to give new opportunities to innovations (especially younger consumers, members of Generations Y and Z). Such tastes and the development of a global culture of being up to date with the latest trends pose another challenge to businesses present on the Internet. So far, it has only been enough to improve the user experience through better desktop and mobile versions, but with the new decade, consumers want to buy more with augmented reality, audio commands, a high level of responsiveness from businesses at a faster and cheaper shipping. Using the examples of three selected online stores, that being one that is important for companies in the Western world, the other for the Eastern and the third from Croatia, the paper explores the key advantages and disadvantages of each with respect to the previously discussed theoretical basis.
Ultimately, the conclusion summarizes the content of the work in a concrete proposal to companies when to focus on digital retail and how to best approach it, given the stage of development of the company.

• Keywords: digitalna maloprodaja; ecommerce; kanali distribucije; odluka o kupovini; multikanalana distribucija; omnikanalna distribucija
• Keywords (english): digital retail; ecommerce; distribution channels; purchase decision; multichannel distribution; omnichannel distribution
• Language: croatian
• URN:NBN: urn:nbn:hr:148:046336
• Study programme: Title: Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2022-09-29
• Created on: 2020-10-19 16:47:20