{"id":4025,"date":"2021-05-06T11:29:07","date_gmt":"2021-05-06T11:29:07","guid":{"rendered":"https:\/\/na-ramenima-divova.com\/?p=4025"},"modified":"2022-05-10T13:06:22","modified_gmt":"2022-05-10T13:06:22","slug":"sazetak-istrazivanja-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili","status":"publish","type":"post","link":"https:\/\/equestris.hr\/eng\/blog\/sazetak-istrazivanja-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili\/","title":{"rendered":"[SA\u017dETAK ISTRA\u017dIVANJA] Koje komunikacijske poruke trgova\u010dkih lanaca su potro\u0161a\u010di najbolje prihvatili?"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"4025\" class=\"elementor elementor-4025\">\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\">[SA\u017dETAK ISTRA\u017dIVANJA] Koje komunikacijske poruke trgova\u010dkih lanaca su potro\u0161a\u010di najbolje prihvatili?<\/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>Pandemija koronavirusa naglo je globalno zako\u010dila sve aspekte dru\u0161tva i poslovanja. U ovoj situaciji, kako u cijelome svijetu, tako i u Republici Hrvatskoj, svaka je tvrtka, organizacija ili pojedinac izazovima u svojoj komunikaciji, interakciji te poslovnim i ostalim obvezama pristupila druga\u010dije.<\/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-8c75ded elementor-align-center elementor-widget elementor-widget-button\" data-id=\"8c75ded\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/istrazivanje-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\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\/1-min-768x512-1.jpg\" class=\"attachment-full size-full wp-image-4027\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/1-min-768x512-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/1-min-768x512-1-600x400.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/1-min-768x512-1-300x200.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/1-min-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>Provedbom <em>Istra\u017eivanja o promjenama u kupovnim navikama u vode\u0107im trgova\u010dkim lancima, <\/em>agencija EQUESTRIS je, izme\u0111u ostalog, analizirala i komunikaciju vode\u0107ih trgova\u010dkih lanaca. Analizirane su posebno odabrane javno dostupne komunikacijske poruke koje su trgova\u010dki lanci koristili za komunikaciju sa svojim potro\u0161a\u010dima i javnosti u razdoblju do 10. travnja, a uzev\u0161i u obzir metriku Namjere kupovine (<em>Purchase Intent<\/em>).<\/p><p>Poruke su pomno odabrane kako bi svojim zna\u010denjem, kori\u0161tenjem jezika i klju\u010dnih pojmova obuhva\u0107ale naj\u0161iri spektar komunikacijskih kategorija, odnosno, kako bi se na precizan na\u010din moglo odrediti \u0161to to\u010dno prenose i komuniciraju javnosti kako bi bile uspje\u0161ne.<\/p><p><strong>\u201cTOP 10\u201d KOMUNIKACIJSKIH PORUKA<\/strong><\/p><p>Rezultati istra\u017eivanja pokazali su da postoje odre\u0111eni dijelovi komunikacije trgova\u010dkih lanaca na koje su ispitanici reagirali pozitivnije te su ih ocijenili kao najbolje. To su u prvom redu poruke koje komuniciraju <strong>stabilnost cijena, higijenu, suradnju s doma\u0107im proizvo\u0111a\u010dima i sigurnosne mjere. <\/strong>U top deset komunikacijskih poruka smjestile su se poruke koje isti\u010du primijenjene <strong>higijenske mjere<\/strong> vezane uz dolazak u trgovinu, higijenu samog trgova\u010dkog prostora i proizvoda.<\/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-11048d3 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"11048d3\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/istrazivanje-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\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-6d45b0e elementor-widget elementor-widget-image\" data-id=\"6d45b0e\" 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 decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/2-min-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4031\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/2-min-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/2-min-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/2-min-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/2-min-768x432-1-16x9.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-6cc9d86 elementor-widget elementor-widget-text-editor\" data-id=\"6cc9d86\" 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><strong>\u201cBOTTOM 10\u201d KOMUNIKACIJSKIH PORUKA<\/strong><\/p><p>S druge strane, rezultati istra\u017eivanja pokazali su komunikacijske poruke koje su ispitanici ocijenili kao najslabije i koje ih najmanje poti\u010du na kupovinu. Te poruke ti\u010du se <strong>zaliha, za\u0161titne opreme <\/strong>(u kontekstu opse\u017enog opisivanja koja se za\u0161titna oprema koristi), <strong>dru\u0161tvene odgovornosti i solidarnosti <\/strong>(donacije humanitarnim udrugama), <strong>sigurnosnih mjera<\/strong> (koje se ti\u010du samih zaposlenika trgova\u010dkih lanaca) te <strong>dostave<\/strong> (putem aplikacija za brzu dostavu diljem grada i dostave pakiranih proizvoda \u2013 npr. mesnih plata).<\/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-bd223c9 elementor-widget elementor-widget-image\" data-id=\"bd223c9\" 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 decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/3-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4032\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/3-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/3-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/3-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/3-768x432-1-16x9.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-b9a92c9 elementor-widget elementor-widget-text-editor\" data-id=\"b9a92c9\" 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><strong>KOMUNIKACIJSKE PORUKE POJEDINIH TRGOVA\u010cKIH LANACA<\/strong><\/p><p><strong>Konzumove komunikacijske poruke<\/strong><\/p><p><strong>Konzumova<\/strong> komunikacijska poruka koja je ocijenjena kao najbolja odnosi se na <strong>cijene<\/strong>, odnosno <strong>stabilnost cijena<\/strong>. Ta poruka dio je <a href=\"https:\/\/equestris.hr\/eng\/pillar\/testiranje-poruka-i-pobjednicki-narativ-pp\/\" target=\"_blank\" rel=\"noopener noreferrer\">optimalnog seta poruka<\/a> koje bi trebalo komunicirati potro\u0161a\u010dima za poticanje namjere kupovine. Ostale poruke komuniciraju va\u017enost <strong>higijene, dostave, za\u0161titne opreme, nagra\u0111ivanja zaposlenika, zaliha <\/strong>te <strong>dru\u0161tvene odgovornosti<\/strong>. Va\u017eno je istaknuti da Konzumove komunikacijske poruke o <strong>zalihama<\/strong> nisu na optimalan na\u010din dosegnule potro\u0161a\u010de jer komunikacija koja koristi izraze poput \u201estrah\u201c, \u201enesta\u0161ica\u201c, \u201eprebroditi logisti\u010dke pote\u0161ko\u0107e\u201c, nije dio komunikacijskih poruka koje poti\u010du na kupovinu. Isto se mo\u017ee zaklju\u010diti i o porukama koje komuniciraju <strong>dru\u0161tvenu odgovornost<\/strong>.<\/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-24281b8 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"24281b8\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/istrazivanje-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\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-f422534 elementor-widget elementor-widget-image\" data-id=\"f422534\" 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 loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/4-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4033\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/4-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/4-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/4-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/4-768x432-1-16x9.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-2aa2fc6 elementor-widget elementor-widget-text-editor\" data-id=\"2aa2fc6\" 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><strong>Lidlove komunikacijske poruke<\/strong><\/p><p><strong>Lidlove<\/strong> komunikacijske poruke koje se velikim dijelom ti\u010du <strong>sigurnosnih mjera<\/strong> potro\u0161a\u010di su solidno prihvatili, a podaci su pokazali da je poruka koja je isticala <strong>higijenu<\/strong> odabira proizvoda unutar trgovine pomo\u0107u rukavica i hvataljki dio optimalnog seta komunikacijskih poruka, kao i njihova poruka <strong>sigurnosnih mjera<\/strong> koje se ti\u010de ograni\u010davanja broja osoba u trgovini.<\/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-9163b39 elementor-widget elementor-widget-image\" data-id=\"9163b39\" 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 loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/5-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4034\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/5-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/5-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/5-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/5-768x432-1-16x9.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-511ad14 elementor-widget elementor-widget-text-editor\" data-id=\"511ad14\" 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><strong>Kauflandove komunikacijske poruke<\/strong><\/p><p>Tri <strong>Kauflandove<\/strong> komunikacijske poruke koje su ocijenjene kao najbolje usmjerene su na kategoriju <strong>higijene<\/strong>, a slijede ih poruke koje isti\u010du <strong>suradnju s doma\u0107im proizvo\u0111a\u010dima, sigurnosne mjere, zalihe, za\u0161titnu opremu i odnos sa zaposlenicima.<\/strong><\/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-4f34da2 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"4f34da2\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/istrazivanje-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\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-dad995d elementor-widget elementor-widget-image\" data-id=\"dad995d\" 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 loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/6-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4035\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/6-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/6-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/6-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/6-768x432-1-16x9.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-064d281 elementor-widget elementor-widget-text-editor\" data-id=\"064d281\" 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><strong>Komunikacijske poruke Plodina<\/strong><\/p><p>Komunikacijske poruke <strong>Plodina <\/strong>koje su potro\u0161a\u010di ocjenjivali bile su poruke o <strong>sigurnosnim mjerama i zalihama<\/strong>, no potro\u0161a\u010di na njih nisu zna\u010dajno reagirali.<\/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-5fdeb4b elementor-widget elementor-widget-image\" data-id=\"5fdeb4b\" 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 loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/8-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4036\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/8-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/8-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/8-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/8-768x432-1-16x9.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-22e526c elementor-widget elementor-widget-text-editor\" data-id=\"22e526c\" 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><strong>Komunikacijske poruke Spara\/Interspara<\/strong><\/p><p>Dvije najbolje ocijenjene komunikacijske poruke <strong>Spara\/Interspara<\/strong> ti\u010du se <strong>suradnje s doma\u0107im proizvo\u0111a\u010dima i higijene, <\/strong>dok ostale poruke isti\u010du <strong>nagra\u0111ivanje zaposlenika, sigurnosne mjere za potro\u0161a\u010de, higijene <\/strong>(u ne\u0161to druga\u010dijem izdanju od najbolje ocjenjene poruke) te <strong>sigurnosne mjere koje se ti\u010du zaposlenika.<\/strong><\/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-03e9454 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"03e9454\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/istrazivanje-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\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-e64e6c3 elementor-widget elementor-widget-image\" data-id=\"e64e6c3\" 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 loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/7-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4037\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/7-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/7-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/7-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/7-768x432-1-16x9.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-4dfd54e elementor-widget elementor-widget-text-editor\" data-id=\"4dfd54e\" 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><strong>Komunikacijske poruke Tommy-ja<\/strong><\/p><p>Komunikacijska poruka trgova\u010dkog lanca <strong>Tommy<\/strong> koja je ostavila najbolji dojam na potro\u0161a\u010de je poruka koja se odnosi na <strong>suradnju s doma\u0107im proizvo\u0111a\u010dima<\/strong>, dok druge poruke isti\u010du va\u017enost <strong>zaliha i dostave<\/strong>. Poruka suradnje s doma\u0107im proizvo\u0111a\u010dima tako\u0111er je dio optimalnog seta poruka za komunikaciju s potro\u0161a\u010dima.<\/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-dc3bce1 elementor-widget elementor-widget-image\" data-id=\"dc3bce1\" 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 loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/9-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4038\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/9-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/9-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/9-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/9-768x432-1-16x9.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-afa22ca elementor-widget elementor-widget-text-editor\" data-id=\"afa22ca\" 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><strong>Komunikacijske poruke Lonije<\/strong><\/p><p><strong>Lonia<\/strong>\u00a0najbolji dojam na potro\u0161a\u010de ostavila je komuniciraju\u0107i poruke koje se ti\u010du <strong>sigurnosnih mjera<\/strong> i <strong>dostave, <\/strong>a klju\u010dna razlika izme\u0111u poruka koje su usmjerene na dostavu jest da potro\u0161a\u010di bolje prihva\u0107aju poruku dostave namirnica po narud\u017ebi od one koja komunicira dostavu mesnih plata za vrijeme blagdana.<\/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-f3c661c elementor-align-center elementor-widget elementor-widget-button\" data-id=\"f3c661c\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/istrazivanje-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\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-82e7e20 elementor-widget elementor-widget-image\" data-id=\"82e7e20\" 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 loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/10-768x432-1.jpg\" class=\"attachment-full size-full wp-image-4039\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/10-768x432-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/10-768x432-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/10-768x432-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/10-768x432-1-16x9.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-9fa91ab elementor-widget elementor-widget-text-editor\" data-id=\"9fa91ab\" 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><strong>KAKO IZGLEDA OPTIMALAN POBJEDNI\u010cKI NARATIV TRGOVA\u010cKOG LANCA IZ PERSPEKTIVE POTRO\u0160A\u010cA?<\/strong><\/p><p><strong>Pobjedni\u010dki Narativ<\/strong> \u010dine optimalan skup poruka za poticanje namjere kupovine.\u00a0 Analizom TURF-a (<em>Total Unduplicated Reach and Frequency<\/em>) dobivena je kombinacija pet najja\u010dih komunikacijskih poruka, koje, ako se komuniciraju kao usmjereni Pobjedni\u010dki Narativ, <strong>dose\u017eu 92% hrvatskih potro\u0161a\u010da. <\/strong>Spomenuti set pobjedni\u010dkih poruka komunicira <strong>higijenu<\/strong>, <strong>sigurnosne mjere, nagrade i dobar odnos s djelatnicima trgova\u010dkih centara, suradnju s doma\u0107im proizvo\u0111a\u010dima<\/strong> i <strong>stabilnost cijena<\/strong> kako je prikazano na sljede\u0107em vizualnom prikazu.<\/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-b063b56 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"b063b56\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/equestris.hr\/eng\/istrazivanje-koje-komunikacijske-poruke-trgovackih-lanaca-su-potrosaci-najbolje-prihvatili\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-file-alt\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">PREUZMITE SA\u017dETAK<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\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-ab72add elementor-widget elementor-widget-image\" data-id=\"ab72add\" 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 loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"433\" src=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/turf-namjera-kupovine-768x433-1.jpg\" class=\"attachment-full size-full wp-image-4040\" alt=\"\" srcset=\"https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/turf-namjera-kupovine-768x433-1.jpg 768w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/turf-namjera-kupovine-768x433-1-600x338.jpg 600w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/turf-namjera-kupovine-768x433-1-300x169.jpg 300w, https:\/\/equestris.hr\/wp-content\/uploads\/2021\/05\/turf-namjera-kupovine-768x433-1-16x9.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-72e0acc elementor-widget elementor-widget-text-editor\" data-id=\"72e0acc\" 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>Autor: <a href=\"https:\/\/equestris.hr\/eng\/o-nama\/tim\/\" rel=\"noopener noreferrer\">The EQUESTRIS Team<\/a><\/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-9c751c4 elementor-widget elementor-widget-heading\" data-id=\"9c751c4\" 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-f9482ec eael-gravity-form-button-custom elementor-widget elementor-widget-eael-gravity-form\" data-id=\"f9482ec\" data-element_type=\"widget\" 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Pandemija koronavirusa naglo je globalno zako\u010dila sve aspekte dru\u0161tva i poslovanja. U ovoj situaciji, kako u cijelome svijetu, tako i u Republici Hrvatskoj, svaka je tvrtka, organizacija ili pojedinac izazovima u svojoj komunikaciji, interakciji te poslovnim i ostalim obvezama pristupila druga\u010dije. 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