{"id":226674,"date":"2019-12-12T07:47:00","date_gmt":"2019-12-12T07:47:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/sustenabilitatea-in-comertul-electronic-5-aspecte-pe-care-comerciantii-ar-trebui-sa-le-aiba-in-vedere\/"},"modified":"2019-12-12T07:47:00","modified_gmt":"2019-12-12T07:47:00","slug":"sustenabilitatea-in-comertul-electronic-5-aspecte-pe-care-comerciantii-ar-trebui-sa-le-aiba-in-vedere","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/ro\/blog\/sustenabilitatea-in-comertul-electronic-5-aspecte-pe-care-comerciantii-ar-trebui-sa-le-aiba-in-vedere\/","title":{"rendered":"Sustenabilitatea \u00een comer\u021bul electronic: 5 aspecte pe care comercian\u021bii ar trebui s\u0103 le aib\u0103 \u00een vedere"},"content":{"rendered":"

Cel pu\u021bin din momentul \u00een care Fridays for Future<\/em> a devenit cunoscut, este clar: Sustenabilitatea nu mai este un cuv\u00e2nt gol, f\u0103r\u0103 ac\u021biuni care s\u0103 o sus\u021bin\u0103. Nu doar tinerii, parte digital\u0103 a publicului \u021bint\u0103 al comer\u021bului online, recunosc din ce \u00een ce mai clar c\u00e2t de urgent sunt necesare schimb\u0103ri sociale pentru a l\u0103sa genera\u021biilor viitoare o lume locuibil\u0103. De\u0219i sau tocmai pentru c\u0103 sustenabilitatea \u00een comer\u021bul electronic (\u00eenc\u0103) nu este un subiect mare, comercian\u021bii con\u0219tien\u021bi de mediu din acest segment au ocazia s\u0103 stabileasc\u0103 sustenabilitatea ca fiind punctul lor de v\u00e2nzare unic<\/em> \u2013 \u0219i \u00een acela\u0219i timp s\u0103 economiseasc\u0103 bani.<\/p>

Pentru c\u0103 doar dimensiunea pie\u021bei are poten\u021bial: Cu o cifr\u0103 de afaceri estimat\u0103 de peste 65 de miliarde de euro \u00een 2019, comer\u021bul online din Germania cre\u0219te cu aproape unsprezece procente fa\u021b\u0103 de anul precedent. O oprire nu este \u00een vedere nici \u00een urm\u0103torii ani. P\u00e2n\u0103 \u00een 2023, se a\u0219teapt\u0103 ca aproximativ 20% din veniturile din retail s\u0103 fie realizate online<\/a>. \u00cen mod deosebit remarcabil: A\u0219a cum a ar\u0103tat o studiu de Facit Research din 2017<\/a>, pentru aproximativ dou\u0103 treimi dintre responden\u021bi, joac\u0103 un rol important \u00een decizia de cump\u0103rare c\u00e2t de sustenabil apare produsul sau comerciantul, \u00eenainte de a face clic pe butonul \u201eComand\u0103\u201d. De c\u00e2nd protec\u021bia mediului \u0219i a climei a ajuns \u00een dezbaterea social\u0103 general\u0103, se estimeaz\u0103 c\u0103 propor\u021bia celor care nu pot face leg\u0103tura cu sustenabilitatea \u00een comer\u021bul electronic s-a redus semnificativ.<\/p>

\u00cenc\u0103 \u00een faza incipient\u0103: Sustenabilitatea \u00een comer\u021bul online<\/h2>

Pentru comer\u021bul online, aceasta reprezint\u0103 o mare provocare \u2013 \u0219i un poten\u021bial la fel de mare. Doar aproximativ o treime dintre comercian\u021bii online<\/a> s-au ocupat de sustenabilitatea practicilor lor de afaceri. Pu\u021bini implementeaz\u0103 m\u0103suri cuprinz\u0103toare \u0219i consecvente. Cei care se ocup\u0103 serios de acest subiect acum pot economisi nu doar o sum\u0103 considerabil\u0103 de bani \u2013 de exemplu, la de\u0219eurile de ambalaje sau la rata retururilor \u2013, ci pot de asemenea s\u0103 preia un rol de lider \u00een industrie \u0219i s\u0103 \u00ee\u0219i comercializeze eforturile eficient \u00een comunicarea cu clien\u021bii.<\/p>

Dar unde \u0219i cum s\u0103 \u00eenceap\u0103? Tocmai comercian\u021bii online mai mici, care v\u00e2nd prin intermediul pie\u021belor precum cea a gigantului de livrare Amazon, nu \u00ee\u0219i pot permite adesea consultan\u021b\u0103 profesional\u0103 sau chiar un angajat propriu pentru sustenabilitate \u00een comer\u021bul electronic. Totu\u0219i, \u0219i f\u0103r\u0103 resurse mari, comercian\u021bii se apropie pas cu pas de obiectivul lor cu urm\u0103toarele cinci aspecte.<\/p>

Abord\u0103ri pentru cre\u0219terea sustenabilit\u0103\u021bii \u00een comer\u021bul electronic<\/h2>

#1: Sortimentul: Produse, fabricare \u0219i stimulente de cump\u0103rare<\/h3>

Disciplin\u0103 regal\u0103 chiar de la \u00eenceput: Cine dore\u0219te s\u0103 \u00ee\u0219i schimbe \u00eentreaga gam\u0103 de produse are, desigur, multe de f\u0103cut, dar cu siguran\u021b\u0103 va ob\u021bine \u0219i cel mai mare impact. Aici joac\u0103 un rol la fel de important procesele de fabrica\u021bie, resursele utilizate, materiile prime sau ob\u021binerea acestora. Certificarea este adesea complicat\u0103, dar angajamentul se reflect\u0103 ulterior \u00een pre\u021bul produsului.<\/p>

Aceast\u0103 sarcin\u0103 uria\u0219\u0103 nu este, \u00eens\u0103, la \u00eendem\u00e2na oric\u0103rui comerciant online. Din fericire, \u0219i m\u0103surile mai pu\u021bin profunde dau rezultate: De exemplu, o men\u021biune despre impactul d\u0103un\u0103tor asupra mediului al comenzilor multiple pentru acela\u0219i articol poate \u00eempiedica clien\u021bii s\u0103 comande produsul \u00een diferite variante sau dimensiuni. O descriere precis\u0103 \u0219i fotografii profesionale sunt adesea la fel de utile. \u00cen cazul \u00eembr\u0103c\u0103mintei, este recomandat, de exemplu, s\u0103 se ofere un tabel de m\u0103rimi exact, pe baza c\u0103ruia cump\u0103r\u0103torii \u00ee\u0219i pot determina singuri m\u0103rimea. \u00cen acest fel, se pot preveni retururile inutile \u0219i se poate cre\u0219te sustenabilitatea \u00een comer\u021bul electronic.<\/p>

#2: Livrarea: Ambalare, livrare \u0219i retururi<\/h3>

\u00cen 2017, clien\u021bii Amazon au comandat \u00een medie aproximativ 41 de ori pe an de la gigantul de livrare. \u00cen co\u0219ul de cump\u0103r\u0103turi se aflau aproximativ 1,3 produse. Mai pu\u021bin dec\u00e2t acum c\u00e2\u021biva ani, c\u00e2nd clien\u021bii comandau aproape dou\u0103 produse per comand\u0103. Co\u0219 mai mic, mai multe comenzi \u2013 pentru comercian\u021bi, aceasta \u00eenseamn\u0103 un consum mai mare de materiale de ambalare \u0219i cutii de livrare, precum \u0219i costuri \u00een cre\u0219tere.<\/p>

Mai important dec\u00e2t ambalajul reciclabil \u0219i sustenabil<\/a> \u00een comer\u021bul online sunt \u00eens\u0103 livrarea \u0219i retururile. Marii furnizori de livrare, precum DHL, Hermes sau DPD, ofer\u0103 de ceva timp livrarea climatic neutr\u0103, \u00een care emisiile de gaze cu efect de ser\u0103 generate sunt compensate, de exemplu, prin investi\u021bii \u00een proiecte de protec\u021bie a climei. Comercian\u021bii Amazon care utilizeaz\u0103 acest serviciu pot, de asemenea, s\u0103 fac\u0103 publicitate specific\u0103 acestui aspect \u00een r\u00e2ndul clien\u021bilor lor.<\/p>

Dac\u0103 clien\u021bii \u00ee\u0219i returneaz\u0103 comanda depinde \u0219i de op\u021biunile de livrare. Cei care \u00ee\u0219i gestioneaz\u0103 singuri \u00eendeplinirea comenzilor ar trebui totu\u0219i s\u0103 acorde aten\u021bie unei livr\u0103ri rapide, deoarece cu c\u00e2t clientul prime\u0219te comanda mai u\u0219or, cu at\u00e2t este mai mic\u0103 probabilitatea ca acesta s\u0103 returneze coletul.<\/p>

Desigur, distrugerea bunurilor returnate este cea mai proast\u0103 op\u021biune \u00een ceea ce prive\u0219te sustenabilitatea \u00een comer\u021bul electronic \u2013 mai degrab\u0103 este recomandat s\u0103 se verifice aceste produse pentru daune \u0219i s\u0103 fie reintegrate \u00een sortiment sau s\u0103 fie donate unei cauze caritabile.<\/p>

#3: Compania: Angaja\u021bi \u0219i via\u021ba de zi cu zi \u00een afaceri<\/h3>

Dac\u0103 sustenabilitatea \u00een comer\u021bul electronic \u00eencepe cu sortimentul, nu ar trebui s\u0103 se termine la sediul companiei. \u00cen special companiile mai mari subestimeaz\u0103 adesea cantitatea de CO2 pe care ar putea s\u0103 o economiseasc\u0103 prin m\u0103suri corespunz\u0103toare \u00een cadrul lor. Ce tip de mix energetic este utilizat, de exemplu? Dac\u0103 este vorba despre energie pe baz\u0103 de c\u0103rbune, se poate lua \u00een considerare o schimbare c\u0103tre un furnizor de energie din surse sustenabile, cum ar fi Naturstrom<\/a> sau Greenpeace Energy<\/a>. \u0218i de unde provine fructele gratuite \u2013 din str\u0103in\u0103tate sau din regiune, \u0219i sunt acestea disponibile sezonier? \u00cen plus, multe companii ofer\u0103 angaja\u021bilor lor b\u0103uturi gratuite. Cei care doresc s\u0103 pun\u0103 accent pe sustenabilitate \u0219i \u00een comer\u021bul electronic se concentreaz\u0103 pe sticle reutilizabile sau instaleaz\u0103 chiar un dozator de ap\u0103.<\/p>

\u00cen plus, angaja\u021bii ar trebui \u00eencuraja\u021bi s\u0103 \u00ee\u0219i reflecteze deciziile zilnice. Trebuie s\u0103 fie un zbor intern sau o c\u0103l\u0103torie cu trenul la \u00eent\u00e2lnirea de afaceri nu este poate chiar mai relaxant\u0103? Poate un bilet de munc\u0103 s\u0103 contribuie la cre\u0219terea utiliz\u0103rii transportului public \u00een detrimentul ma\u0219inii? Arunc\u0103 fiecare gunoiul \u00eentr-un co\u0219 oarecare sau se acord\u0103 aten\u021bie separ\u0103rii de\u0219eurilor?<\/p>

#4: Marketingul: Imagine, comunicarea cu clien\u021bii \u0219i transparen\u021ba<\/h3>

Cine opereaz\u0103 sustenabil poate folosi acest lucru activ \u00een marketing \u00een favoarea sa. Aceasta promoveaz\u0103 imaginea, \u00een special \u00een r\u00e2ndul tinerilor clien\u021bi de pe Amazon. \u00cenc\u0103 este un subiect mai degrab\u0103 subreprezentat \u00een industrie – cine se preg\u0103te\u0219te bine acum poate genera astfel un punct de v\u00e2nzare unic<\/em>. Dar aten\u021bie: Greenwashing-ul d\u0103uneaz\u0103 mai mult m\u0103rcii proprii dec\u00e2t ajut\u0103! Toate m\u0103surile comunicate clien\u021bilor trebuie respectate \u00een orice moment \u0219i, de asemenea, s\u0103 fie urm\u0103rite. Pentru c\u0103 onestitatea este, conform unui studiu realizat de ECC K\u00f6ln, unul dintre cele mai importante criterii pentru peste 90% dintre consumatori \u00een formarea opiniei despre un magazin online. Acest lucru se aplic\u0103 \u0219i sustenabilit\u0103\u021bii \u00een domeniul comer\u021bului electronic.<\/p>

Greenwashing\u00a0…<\/strong>

… este \u00eencercarea companiilor de a-\u0219i conferi o imagine ecologic\u0103 prin campanii de marketing \u0219i PR, f\u0103r\u0103 a implementa \u00eens\u0103 m\u0103suri corespunz\u0103toare. Un exemplu proeminent este gigantul verde RWE, care a amplasat cu s\u00e2rguin\u021b\u0103 turbine eoliene \u00een peisaj, \u00een timp ce procentul energiei regenerabile \u00een corpora\u021bie<\/a> era sub trei procente. De asemenea, \u00een 2018, doar 5,6 procente din energie verde au fost generate, iar compania se afl\u0103 \u00een Top 15 cei mai mari emi\u021b\u0103tori de CO2 din Europa<\/a>.<\/p><\/blockquote>

O modalitate bun\u0103 de a comunica transparent eforturile proprii pentru mai mult\u0103 sustenabilitate \u00een comer\u021bul electronic sunt certificatele. Astfel, de exemplu, mul\u021bi comercian\u021bi \u0219i produc\u0103tori din industria outdoor s-au al\u0103turat Global Traceable Down Standard<\/em> sau Responsible Down Standard<\/em>. Ambele etichete certific\u0103 produsele din pene \u00een ceea ce prive\u0219te condi\u021biile de cre\u0219tere, hr\u0103nire \u0219i altele. M\u00e2ncarea vie sau \u00eengr\u0103\u0219area for\u021bat\u0103 sunt astfel excluse – promisiunile sunt verificate de organiza\u021bii independente care efectueaz\u0103 controale neanun\u021bate \u00een mod regulat. Pe de alt\u0103 parte, certificatele inventate f\u0103r\u0103 niciun con\u021binut, care \u00een\u0219al\u0103 clien\u021bii, sunt un absolut no-go. De asemenea, promisiunile publicitare goale sau \u00een\u0219el\u0103toare pot aduce o \u00eentreag\u0103 marc\u0103 \u00een discredit.<\/p>

#5: Verificarea: Analiza pie\u021bei \u0219i controlul succesului<\/h3>

Sustenabilitatea devine din ce \u00een ce mai important\u0103 \u0219i \u00een comer\u021bul electronic. Dar nu este un scop \u00een sine. Numai cei care se pot impune pe pia\u021b\u0103 \u00een mod fundamental vor avea succes pe termen lung cu strategia lor ecologic\u0103 \u0219i, eventual, vor \u00eenlocui al\u021bi furnizori mai pu\u021bin sustenabili. De aceea, comercian\u021bii online ar trebui s\u0103 utilizeze instrumente corespunz\u0103toare pentru observarea pie\u021bei – deoarece \u00een lumea online rapid\u0103 \u0219i vast\u0103, analiza neautomatizat\u0103 pur \u0219i simplu nu mai este posibil\u0103.<\/p>

\u00cen acela\u0219i timp, ar trebui s\u0103 fie monitorizate \u0219i succesele noii ofensive de sustenabilitate. C\u00e2t de mult pl\u0103tesc clien\u021bii pentru produse ecologice, c\u00e2te emisii au fost reduse de c\u00e2nd s-a schimbat mixul energetic \u0219i c\u00e2\u021bi angaja\u021bi folosesc deja transportul public? Pentru c\u0103 astfel comercian\u021bii nu doar c\u0103 afl\u0103 mai multe despre clien\u021bii lor, dar \u00ee\u0219i motiveaz\u0103 \u0219i angaja\u021bii s\u0103 trag\u0103 cu to\u021bii \u00een aceea\u0219i direc\u021bie.<\/p>

Concluzie: Nu trebuie s\u0103 fie \u00eentotdeauna un salt mare!<\/h2>

Din ce \u00een ce mai mul\u021bi consumatori \u00ee\u0219i monitorizeaz\u0103 activ amprenta ecologic\u0103 \u0219i mediul, de exemplu, prefer\u00e2nd materiale reciclate \u0219i return\u00e2nd mai pu\u021bin. Dar nu fiecare comerciant Amazon sau operator de magazin online poate s\u0103 \u00ee\u0219i schimbe complet sortimentul. Cei care v\u00e2nd produse electronice au de obicei pu\u021bin influen\u021b\u0103 asupra structurilor globale de ob\u021binere a materiilor prime pentru baterii. \u00cen special, comer\u021bul online mic poate \u00eent\u00e2mpina dificult\u0103\u021bi \u00een ceea ce prive\u0219te sustenabilitatea \u00een comer\u021bul electronic.<\/p>

Cu toate acestea, comercian\u021bii online con\u0219tien\u021bi de mediu pot realiza multe cu m\u0103suri mici: fie c\u0103 este vorba despre trecerea la energie verde, cutii de livrare ecologice sau certificarea componentelor produselor \u2013 chiar \u0219i \u00een mic, se pot ob\u021bine rezultate semnificative. Astfel, nu doar mediul este protejat, ci \u0219i comerciantul beneficiaz\u0103 de economii de costuri \u0219i \u00eembun\u0103t\u0103\u021birea imaginii. Pentru c\u0103 o amprent\u0103 ecologic\u0103 mai mic\u0103, sustenabilitatea \u0219i comer\u021bul electronic nu trebuie s\u0103 se exclud\u0103 reciproc.<\/p>","protected":false},"excerpt":{"rendered":"

Cel pu\u021bin din momentul \u00een care Fridays for Future a devenit cunoscut, este clar: Sustenabilitatea nu mai este un cuv\u00e2nt gol, f\u0103r\u0103 ac\u021biuni care s\u0103 o sus\u021bin\u0103. Nu doar tinerii, parte digital\u0103 a publicului \u021bint\u0103 al comer\u021bului online, recunosc din ce \u00een ce mai clar c\u00e2t de urgent sunt necesare schimb\u0103ri sociale pentru a l\u0103sa<\/p>\n","protected":false},"author":3,"featured_media":772,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[1323],"tags":[],"class_list":["post-226674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sfaturi-amp-trucuri"],"yoast_head":"\nSustenabilitatea \u00een comer\u021bul electronic: 5 aspecte pentru comercian\u021bi<\/title>\n<meta name=\"description\" content=\"Sustenabilitatea \u00een comer\u021bul electronic: 5 aspecte pe care clien\u021bii le apreciaz\u0103 \u0219i care economisesc bani 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