{"id":3834,"date":"2022-04-21T12:04:00","date_gmt":"2022-04-21T12:04:00","guid":{"rendered":"https:\/\/na-ramenima-divova.com\/?p=3834"},"modified":"2022-05-10T12:51:00","modified_gmt":"2022-05-10T12:51:00","slug":"blog-optimizacijom-loyalty-programa-do-profitabilnog-poslovanja","status":"publish","type":"post","link":"https:\/\/equestris.hr\/eng\/blog\/blog-optimizacijom-loyalty-programa-do-profitabilnog-poslovanja\/","title":{"rendered":"[BLOG] Optimizacijom Loyalty programa do profitabilnog poslovanja"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"3834\" class=\"elementor elementor-3834\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3f753a7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3f753a7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9ecee03\" data-id=\"9ecee03\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a4d20ea elementor-widget elementor-widget-heading\" data-id=\"a4d20ea\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">[BLOG] Optimizacijom Loyalty programa do profitabilnog poslovanja<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e3eb8bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e3eb8bb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-c3f6e97\" data-id=\"c3f6e97\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dd2c0d1 elementor-widget elementor-widget-text-editor\" data-id=\"dd2c0d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Loyalty <\/em>programi ustaljeni su dio ponude gotovo svakog mjesta poslovanja koje direktno komunicira sa svojim korisnicima ili kupcima. Dapa\u010de, bez obzira na vrstu proizvoda, tvrtke ili poduze\u0107a koja nemaju neku vrstu <em>Loyalty <\/em>programa vrlo su rijetki.<\/p><p><em>Loyalty <\/em>programi dolaze u mnogim vrstama i oblicima \u2013 tako mo\u017eemo razlikovati kartice, aplikacije, posebne bonove, pogodnosti i popuste vezane uz odre\u0111eni katalog ili vrstu kupljenog proizvoda. Programi se razlikuju se i po principima prikupljanja bodova: kod nekih se za svaku kunu dobiva jedan bod, drugi pak vi\u0161e bodova pripisuju odre\u0111enoj svoti koja je potro\u0161eni, neki bodove pripisuju nakon kupovine odre\u0111enih proizvoda, neki na temelju u\u010destalosti kupovine ili kori\u0161tenja proizvoda, \u2026<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ac8e11 elementor-widget elementor-widget-image\" data-id=\"2ac8e11\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"512\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/pexels-gustavo-fring-4127632-768x512-1.jpg\" class=\"attachment-full size-full wp-image-3837\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/pexels-gustavo-fring-4127632-768x512-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/pexels-gustavo-fring-4127632-768x512-1-600x400.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/pexels-gustavo-fring-4127632-768x512-1-300x200.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/pexels-gustavo-fring-4127632-768x512-1-16x12.jpg 16w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d1438a elementor-widget elementor-widget-text-editor\" data-id=\"2d1438a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Svaki <em>Loyalty <\/em>program je sebi svojstven, ali iza svih stoji ista namjera \u2013 stvaranje <em>win-win <\/em>scenarija za vjerne korisnike ili kupce. Nagra\u0111ivanje vjernih korisnika i kupaca koji \u010de\u0161\u0107om kupovinom ostvaruju dodatne pogodnosti dodatno gradi i produbljuje odnos, a postavljanjem takvih sustava u kojima korisnik mo\u017ee \u201ete\u017eiti\u201c ne\u010demu, odnosno svojom ponovljenom kupovinom ostvaruje dodatne pogodnosti i nagrade, na kraju dana pove\u0107ava i profitabilnost.<\/p><p>No, sve pogodnosti i karakteristike <em>Loyalty <\/em>programa nisu jednako \u201epogodne\u201c; neke od njih su bolje, \u201eprimamljivije\u201c te privla\u010de ve\u0107i broj korisnika da se priklju\u010di programu, pove\u0107avaju njegovu potro\u0161nju te stvaraju dugoro\u010dni osje\u0107aj povezanosti izme\u0111u korisnika i pru\u017eatelja odre\u0111ene usluge ili proizvoda.<\/p><p><strong>KAKO SE OPTIMIZACIJOM <em>LOYALTY <\/em>PROGRAMA MO\u017dE POVE\u0106ATI PROFITABILNOST POSLOVANJA?<\/strong><\/p><p>Vode\u0107a svjetska istra\u017eivanja korisni\u010dkog iskustva ukazuju da je pet puta skuplje privla\u010diti nove korisnike i kupce nego zadr\u017eati postoje\u0107e, njegovati njihove kupovne navike i dodatno ih odu\u0161evljavati novim pogodnostima. Naravno, kada promatramo takvu brojku bez pozadine, bez onoga \u0161to u nju ulazi, te\u0161ko joj je vjerovati. No, kada ura\u010dunamo sve potrebne dimenzije, tro\u0161kove i vrijeme koje je potrebno kako bi se na \u201eklasi\u010dne\u201c na\u010dine do\u0161lo do novih korisnika i kupaca, ra\u010dunica postaje vrlo jasna \u2013 samo tro\u0161kovi kori\u0161tenja vanjskih usluga za marketing i ogla\u0161avanje ve\u0107 mogu biti visoki.<\/p><p>Uvo\u0111enje novih pogodnosti u <em>Loyalty <\/em>program ili postavljanje <em>Loyalty <\/em>programa bez podataka i uvida o tome \u201e\u0161to radi, a \u0161to ne radi\u201c mo\u017ee se pokazati kao potez koji donosi ve\u0107i tro\u0161ak nego profit.<\/p><p>Kako minimalizirati takve tro\u0161kove te maksimalno iskoristiti potencijal postoje\u0107e baze korisnika i pritom privu\u0107i nove? Kori\u0161tenjem napredne statisti\u010dke analitike za optimizaciju <em>Loyalty <\/em>programa. Visoka razina dubinskih uvida koji su spremni za implementaciju mo\u017ee se dobiti ve\u0107 analizom postoje\u0107e baze. EQUESTRIS za svoje klijente takvom analizom dolazi do segmentacije korisnika prema svim mogu\u0107im pokazateljima koji se nalaze u postoje\u0107oj bazi \u2013 sociodemografija, razina potro\u0161nje, razina unutar <em>Loyalty <\/em>programa (ako ju program sadr\u017ei), itd. Tako\u0111er, utvr\u0111ujemo i bihevioralne profile kupaca, ali i ne-kupaca, dodatno ih segmentiramo te odre\u0111ujemo koje su <em>Buyer Persone <\/em>specifi\u010dnog poslovanja klijenta. U na\u0161e analize uklju\u010dujemo i izradu modela predvi\u0111anja njihovog pona\u0161anja u trenucima transakcije, kao i u trenucima odsustva transakcije.<\/p><p>Posebna zna\u010dajka na\u0161e napredne statisti\u010dke analize je i utvr\u0111ivanje mogu\u0107nosti pove\u0107anja potro\u0161nje po svakom segmentu Loyalty programa po proizvodu ili usluzi iz portfelja, a u cilju optimizacije strukture i ponude Loyalty programa, razvijamo i implementiramo posebne upitnike te koristimo napredne analiti\u010dke alate s kojima detaljno razumijemo najja\u010de drivere kupovine te zadovoljstva kupca ili korisnika te time pove\u0107avamo vjerojatnost uspje\u0161ne transakcije, zadovoljstvo korisnika te smanjenje churna.<\/p><p>Optimizacija programa vjernosti analiti\u010dki je specifi\u010dan, ali poslovno iznimno profitabilan proces \u010diji su rezultati analiti\u010dki utemeljeni, mjerljivi i empirijski ukorijenjeni. Sve podatke i uvide koje dostavljamo klijentima dostupni su za modeliranje i pronalazak dodatnih uvida u interaktivnom Tableau Dashboardu po svim dostupnim parametrima i dimenzijama koje imamo od kupaca i ne-kupaca.<\/p><p>Drugim rije\u010dima, klijentima omogu\u0107avamo pristup uvidima o svakom segmentu, metrici i relevantnom analiti\u010dkom podatku koji \u0107e njihov program vjernosti pretvoriti u program koji redovito i profitabilno njeguje i odu\u0161evljava stalne korisnike te privla\u010di one nove.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9422188 elementor-widget elementor-widget-heading\" data-id=\"9422188\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">CONTACT US!<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24244b6 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Dapa\u010de, bez obzira na vrstu proizvoda, tvrtke ili poduze\u0107a koja nemaju neku vrstu Loyalty programa vrlo su rijetki. Loyalty programi dolaze u mnogim vrstama i oblicima \u2013 tako mo\u017eemo razlikovati [&hellip;]<\/p>","protected":false},"author":1,"featured_media":3837,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"no-sidebar","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[17],"tags":[],"class_list":["post-3834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[BLOG] Optimizacijom Loyalty programa do profitabilnog poslovanja - EQUESTRIS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/equestris.hr\/eng\/blog\/blog-optimizacijom-loyalty-programa-do-profitabilnog-poslovanja\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[BLOG] Optimizacijom Loyalty programa do profitabilnog poslovanja - EQUESTRIS\" \/>\n<meta property=\"og:description\" content=\"[BLOG] Optimizacijom Loyalty programa do profitabilnog poslovanja Loyalty programi ustaljeni su dio ponude gotovo svakog mjesta poslovanja koje direktno komunicira sa svojim korisnicima ili kupcima. 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