BBM Magazine Issue-Sayı: 43 March/April - Mart/Nisan 2021

60 ARTICLE • MAKALE BBM / MARCH - APRIL 2021 • MART - NİSAN 2021 mobil uygulamalar, çağrı merkezleri gibi kanalların tümünde eşzamanlı iletişim kurması anlamına gel- en “omnichannel” stratejilerine önem vermeleri gerektiğini gösteriyor. Şirketlerin, kendi websiteleri ve mobil uygulamalarını yönetirken, online pazar yerlerinden alabilecekleri iyi uygulama örnekleri ve öğretiler bulunuyor. Stratejiler belirlenirken trafik ve mar- jin yaratan ürünlerin tanımlanması, fiyat imajının güçlendirilmesi ve sadakat programına önem ver- ilmesi bunların başında geliyor. Mağazalar için ise mağazalardaki tüketici profillerini tanımlamak ve ihtiyacına göre segmente ederek ürün gamını farklı segmentler için optimize etmek önemli. Araştırmada öne çıkan sonuçlardan bir diğeri ise, tüketicilerin yalnızca davranışlarının değil bütçelerinin de CO- VID-19 salgını nedeniyle önemli ölçüde değiştiği which means that they communicate simultaneously with consumers in all channels such as websites, stores, mobile applications and call centers. There are good practice examples and teachings that companies can take from online marketplaces when managing their own websites and mobile apps. While determining the strategies, defining the products that create traffic and margin, strengthen- ing the price image and paying attention to the loy- alty program are among these. For stores, it is impor- tant to define the consumer profiles in the stores and to optimize the product range for different segments by segmenting them according to their needs. An- other prominent result of the study is that not only the behavior of consumers but also their budgets have changed significantly due to the COVID-19 out- break and that there are significant differences be- tween categories. During the pandemic, the highest increase in budgets among categories was seen in household cleaning and hygiene products, followed by food and beverage, hobby, sports and entertain- ment products, respectively. During the pandem- ic, the sharpest drop was seen in the fashion and clothing category among all categories. Affected industries need to rethink their business models to achieve pre-pandemic results. MORE PRICE RESEARCH IS MADE Another noteworthy issue among the changing consumer behavior is that consumers do more re- search before purchasing than before. According to the results of the research, it is seen that nine out of 10 customers researched before making a purchase, while seven did the research on online marketplac- es. While consumers become more conscious about the price during the pandemic period, companies need to reconsider their pricing strategies. Accord- ing to the results of the research, consumers are most sensitive to price with 82 percent. With the rise of e-commerce, shipping costs (14 percent) and de- livery timing (11 percent) of products are also among the priorities of consumers. In line with the price sen- sitivity in the first place in shopping criteria, 77 per- cent of consumers say they do more price research compared to the pre-Covid-19 time. 23 percent of those who prefer different shopping channels said that they will wait until the product they want to buy is offered for sale at a discounted price, while 16 percent stated that if they find a discount on a different channel, they will buy the same product