{"id":16547,"date":"2019-11-30T15:17:16","date_gmt":"2019-11-30T13:17:16","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=16547"},"modified":"2019-11-30T15:17:16","modified_gmt":"2019-11-30T13:17:16","slug":"retail-analytics-oportunitati-de-business-offline-inspirate-din-online","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/retail-analytics-oportunitati-de-business-offline-inspirate-din-online","title":{"rendered":"Retail analytics: oportunit\u0103\u021bi de business offline inspirate din online"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/retail-analytics-oportunitati-de-business-offline-inspirate-din-online\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16548\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/11\/cristi-movila-voriso-gpec-2019-1024x586.jpg\" alt=\"Oportunit\u0103\u021bi de business offline inspirate din online\" width=\"910\" height=\"521\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/11\/cristi-movila-voriso-gpec-2019-1024x586.jpg 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/11\/cristi-movila-voriso-gpec-2019-300x172.jpg 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/11\/cristi-movila-voriso-gpec-2019-768x439.jpg 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2019\/11\/cristi-movila-voriso-gpec-2019.jpg 1776w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p>Te-ai g\u00e2ndit vreodat\u0103 c\u00e2t de mul\u021bi KPI m\u0103sur\u0103m \u00een online pentru a lua decizii de business \u0219i c\u00e2t de pu\u021bin este exploatat\u0103 aceast\u0103 resurs\u0103 \u00een magazinele fizice? Cristi Movil\u0103 crede c\u0103 offline-ul are multe de \u00eenv\u0103\u021bat de la e-commerce, printre care analiza comportamentului vizitatorilor dup\u0103 ce trec pragul magazinului. Pentru asta, la \u00eenceputul anului a \u00eenceput s\u0103 dezvolte un produs nou pe pia\u021ba din Rom\u00e2nia: <em>retail analytics<\/em>.<\/p>\n<p>Cristi este unul dintre cei mai buni exper\u021bi rom\u00e2ni \u00een strategii de integrare omnichannel \u0219i ne-a povestit la GPeC SUMMIT cum vede dezvoltarea pie\u021bei de e-commerce din 2007 p\u00e2n\u0103 acum.<\/p>\n<p>Prima \u00eent\u00e2lnire a lui Cristi cu online-ul a fost c\u00e2nd a lansat unul dintre primele magazine online de \u00eenc\u0103l\u021b\u0103minte din Rom\u00e2nia, \u00een 2007. De atunci, a crescut odat\u0103 cu pia\u021ba. A trecut \u0219i prin mediul corporatist, pentru ca \u00een 2014 s\u0103 accepte provocarea de a dezvolta departamentul online al Otter Romania \u0219i de crea mixul optim \u00eentre online \u0219i offline, printr-o strategie omnichannel foarte bine pus\u0103 la punct.<\/p>\n<p><strong>Drumul spre antreprenoriat \u00een e-comerce: extindere cross-border<\/strong><\/p>\n<p>De 12 ani activ \u00een industrie, Cristi s-a g\u00e2ndit la \u00eenceputul anului c\u0103 are deja suficient know-how pentru a \u00eencepe un business propriu. Astfel a ajuns s\u0103 \u00eencheie un parteneriat cu Daniel Cr\u0103ciun \u0219i Florin Ni\u021b\u0103, fondatorii Lensa, pentru a vinde produse \u0219i accesorii de optic\u0103 interna\u021bional, prin Voriso. Principalul target al noului e-commerce sunt pie\u021bele din Fran\u021ba \u0219i Marea Britanie, iar secundar, pie\u021bele din jur: Ungaria, Bulgaria, Republica Moldova.<\/p>\n<p>\u00cen acela\u0219i timp, ca programator de formare, a fost sf\u0103tuit s\u0103 dezvolte un produs nou, pentru c\u0103 e u\u0219or de scalat \u0219i sunt multe oportunit\u0103\u021bi \u00een Rom\u00e2nia \u00een acest moment. A\u0219a c\u0103 a decis s\u0103 fructifice o nevoie pe care a identificat-o pe pia\u021ba comer\u021bului clasic: <em>retail analytics<\/em>.<\/p>\n<p><strong>A doua direc\u021bie de business: din online \u00een offline<\/strong><\/p>\n<p>Cu toate c\u0103 se vorbe\u0219te despre un regres al retail-ului \u00een Statele Unite, volumul spa\u021biilor de retail este \u00een continu\u0103 cre\u0219tere \u00een Europa. Vorbim de spa\u021bii clasice de expunere \u0219i v\u00e2nzare, precum \u0219i de showroom-uri, pick-up point-uri sau puncte de interac\u021biune cu clientul, pentru a oferi o experien\u021b\u0103 offline.<\/p>\n<p>\u00cen prezent, Cristi spune c\u0103 <em>analytics<\/em> a devenit o real\u0103 necesitate pe pia\u021ba de retail. Datele care se m\u0103soar\u0103 online nu se m\u0103soar\u0103 offline, astfel c\u0103 lipsesc date importante pe baza c\u0103rora se pot lua decizii inteligente de business.<\/p>\n<p>Atunci c\u00e2nd plas\u0103m o reclam\u0103 online, obi\u0219nuim s\u0103 ne uit\u0103m c\u00e2te impresii avem, apoi la CTR \u0219i al\u021bi indicatori de performan\u021b\u0103. \u00cen offline, 99% din magazine nu se uit\u0103 la traficul stradal (din fa\u021ba vitrinelor) versus c\u00e2\u021bi oameni intr\u0103 \u00een magazin. Offline nu exist\u0103 date despre <em>path to purchase<\/em>: pe unde s-au plimbat oamenii p\u00e2n\u0103 au cump\u0103rat.<\/p>\n<p>Cristi propune o solu\u021bie de video analytics, un machine learning cu artificial intelligence antrenat pe foarte mult stream-uri video. \u00cen baza datelor brute ale film\u0103rilor, se pot extrage \u0219i interpreta numeroase informa\u021bii \u00een context.<\/p>\n<p>De pild\u0103, se poate analiza traficul atunci c\u00e2nd se organizeaz\u0103 un eveniment \u00een fa\u021ba magazinului, c\u00e2nd se amenajeaz\u0103 o vitrin\u0103 nou\u0103, c\u00e2nd are loc o campanie nou\u0103, c\u00e2nd afar\u0103 este vreme bun\u0103 sau plou\u0103 etc.<\/p>\n<p>Se poate m\u0103sura chiar \u0219i rata de conversie pe rafturi \u0219i pe categorii. Dac\u0103 \u00een fa\u021ba magazinului exist\u0103 un trafic de 1.000 de oameni \u0219i o rat\u0103 de conversie de 2%, iar \u00een spatele magazinului traficul este de 100 de oameni cu o rat\u0103 de conversie de 5-7%, poate c\u0103 e oportun s\u0103 se mute produsele din spatele magazinului mai \u00een fa\u021b\u0103, pentru a cre\u0219te revenue per total.<\/p>\n<p>Magazinele-\u021bint\u0103 sunt cele din mall-uri \u0219i cele stradale de fashion. Vezi detalii \u00een interviul video de mai jos.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/PXmgSqSrqEM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<hr \/>\n<p><em>Nu uita s\u0103 te abonezi la canalul de <strong><a href=\"https:\/\/youtube.com\/gpecro\" target=\"_blank\" rel=\"noopener noreferrer\">Youtube GPeC<\/a><\/strong> pentru a descoperi toate interviurile \u0219i clipurile noastre imediat ce sunt publicate.<\/em><\/p>\n<hr \/>\n<p><strong>GPeC 2019 este un eveniment powered by <a href=\"https:\/\/www.fancourier.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">FAN Courier<\/a><\/strong><\/p>\n<p><strong>Gold Partner<\/strong>: <a href=\"https:\/\/www.vtex.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>VTEX<\/strong><\/a><\/p>\n<p><strong>Brought to you by: <a href=\"https:\/\/www.orange.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\">Orange<\/a><\/strong><\/p>\n<p><strong>Eveniment sus\u021binut de<\/strong>: <a href=\"https:\/\/www.cora.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Cora<\/strong><\/a>, <a href=\"https:\/\/www.logistics.dhl\/ro-ro\/home.html\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>DHL<\/strong><\/a>, <a href=\"https:\/\/www.dpd.com\/ro\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>DPD<\/strong><\/a>, <a href=\"https:\/\/dwf.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>DWF<\/strong><\/a>, <a href=\"https:\/\/marketplace-leads.emag.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>eMAG Marketplace<\/strong><\/a>, <a href=\"https:\/\/www.frisbo.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Frisbo<\/strong><\/a>, <a href=\"https:\/\/www.gts.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>GTS<\/strong><\/a>, <a href=\"https:\/\/www.luigisbox.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Luigi&#8217;s Box<\/strong><\/a>,\u00a0<a href=\"http:\/\/www.newblack.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>New Black<\/strong><\/a>, <a href=\"https:\/\/cloud.oracle.com\/home\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Oracle<\/strong><\/a><\/p>\n<p><strong>Radioul Oficial<\/strong>: <a href=\"https:\/\/www.kissfm.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Kiss FM<\/strong><\/a><\/p>\n<p><strong>Hosting Oficial GPeC<\/strong>: <a href=\"https:\/\/hosterion.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Hosterion<\/strong><\/a><\/p>\n<p><strong>Limousine Service<\/strong>: <a href=\"http:\/\/citylimo.ro\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>City Limo<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/retail-analytics-oportunitati-de-business-offline-inspirate-din-online\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Te-ai g\u00e2ndit vreodat\u0103 c\u00e2t de mul\u021bi KPI m\u0103sur\u0103m \u00een online pentru a lua decizii de business \u0219i c\u00e2t de pu\u021bin este exploatat\u0103 aceast\u0103 resurs\u0103 \u00een magazinele fizice? Cristi Movil\u0103 crede c\u0103 offline-ul are multe de \u00eenv\u0103\u021bat de la e-commerce, printre care analiza comportamentului vizitatorilor dup\u0103 ce trec pragul magazinului. Pentru asta, la \u00eenceputul anului a \u00eenceput s\u0103 dezvolte un produs nou pe pia\u021ba din Rom\u00e2nia: retail analytics.<\/p>\n","protected":false},"author":1,"featured_media":16548,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[3354,3360,3358,3356],"class_list":["post-16547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviurile-gpec","tag-cristi-movila","tag-retail-analytics","tag-video-analytics","tag-voriso"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=16547"}],"version-history":[{"count":2,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16547\/revisions"}],"predecessor-version":[{"id":16550,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16547\/revisions\/16550"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/16548"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=16547"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=16547"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=16547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}