{"id":227928,"date":"2019-12-12T07:47:00","date_gmt":"2019-12-12T07:47:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/udrzatelnost-v-elektronickom-obchode-5-aspektov-ktore-by-mali-predajcovia-mat-na-pamati\/"},"modified":"2019-12-12T07:47:00","modified_gmt":"2019-12-12T07:47:00","slug":"udrzatelnost-v-elektronickom-obchode-5-aspektov-ktore-by-mali-predajcovia-mat-na-pamati","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sk\/blog\/udrzatelnost-v-elektronickom-obchode-5-aspektov-ktore-by-mali-predajcovia-mat-na-pamati\/","title":{"rendered":"Udr\u017eate\u013enos\u0165 v elektronickom obchode: 5 aspektov, ktor\u00e9 by mali predajcovia ma\u0165 na pam\u00e4ti"},"content":{"rendered":"

Najnesk\u00f4r od\u00a0Fridays for Future<\/em>\u00a0je jasn\u00e9: Udr\u017eate\u013enos\u0165 u\u017e nie je pr\u00e1zdny slogan, za ktor\u00fdm nasleduj\u00fa \u017eiadne \u010diny. Nielen mlad\u00e1, digit\u00e1lne zdatn\u00e1 \u010das\u0165 cie\u013eovej skupiny online obchodu si \u010doraz jasnej\u0161ie uvedomuje, ako naliehavo s\u00fa potrebn\u00e9 spolo\u010densk\u00e9 zmeny, aby sa aj bud\u00facim gener\u00e1ci\u00e1m zanechala \u017eivotaschopn\u00e1 plan\u00e9ta. Hoci alebo pr\u00e1ve preto, \u017ee udr\u017eate\u013enos\u0165 v elektronickom obchode (e\u0161te) nie je ve\u013ek\u00fdm t\u00e9mou, pon\u00faka sa ekologicky uvedomel\u00fdm predajcom v tomto segmente pr\u00edle\u017eitos\u0165 etablova\u0165 udr\u017eate\u013enos\u0165 ako svoj\u00a0unik\u00e1tny predajn\u00fd bod<\/em>\u00a0\u2013 a z\u00e1rove\u0148 u\u0161etri\u0165 peniaze.\u00a0<\/p>

Ve\u010f samotn\u00e1 ve\u013ekos\u0165 trhu m\u00e1 potenci\u00e1l: S o\u010dak\u00e1van\u00fdm obratom viac ako 65 mili\u00e1rd eur v roku 2019 rastie online obchod v Nemecku o takmer jeden\u00e1s\u0165 percent v porovnan\u00ed s predch\u00e1dzaj\u00facim rokom. Konec nie je ani v nasleduj\u00facich rokoch na obzore. Do roku 2023 sa o\u010dak\u00e1va, \u017ee\u00a0asi 20 percent maloobchodn\u00fdch tr\u017eieb bude realizovan\u00fdch online<\/a>. Obzvl\u00e1\u0161\u0165 pozoruhodn\u00e9: Ako uk\u00e1zala\u00a0\u0161t\u00fadia od Facit Research 2017<\/a>, zohr\u00e1va pre pribli\u017ene dve tretiny respondentov pri rozhodovan\u00ed o n\u00e1kupe ve\u013ek\u00fa \u00falohu, ako udr\u017eate\u013en\u00fd sa produkt alebo predajca jav\u00ed, sk\u00f4r ne\u017e klikn\u00fa na tla\u010didlo \u201eObjedna\u0165\u201c. Ke\u010f\u017ee ochrana \u017eivotn\u00e9ho prostredia a kl\u00edmy sa dostala do v\u0161eobecnej spolo\u010denskej debaty, podiel t\u00fdch, ktor\u00ed maj\u00fa m\u00e1lo spolo\u010dn\u00e9ho s udr\u017eate\u013enos\u0165ou v elektronickom obchode, sa pravdepodobne e\u0161te v\u00fdrazne zn\u00ed\u017eil.\u00a0<\/p>

E\u0161te v plienkach: Udr\u017eate\u013enos\u0165 v online obchode<\/h2>

Pre online obchod z toho vypl\u00fdva ve\u013ek\u00e1 \u00faloha \u2013 a rovnako ve\u013ek\u00fd potenci\u00e1l. Iba pribli\u017ene\u00a0tretina online predajcov<\/a>\u00a0sa zaoberala udr\u017eate\u013enos\u0165ou svojich obchodn\u00fdch prakt\u00edk. Rozsiahle a d\u00f4sledn\u00e9 opatrenia zav\u00e1dza len m\u00e1lokto. Kto sa teraz v\u00e1\u017ene zaober\u00e1 touto t\u00e9mou, m\u00f4\u017ee nielen u\u0161etri\u0165 ve\u013ea pe\u0148az\u00ed \u2013 napr\u00edklad na obaloch alebo miere vr\u00e1tenia \u2013, ale aj z\u00edska\u0165 ved\u00facu \u00falohu v odvetv\u00ed a efekt\u00edvne propagova\u0165 svoje \u00fasilie v komunik\u00e1cii so z\u00e1kazn\u00edkmi.<\/p>

Ale kde a ako za\u010da\u0165? Pr\u00e1ve men\u0161\u00ed online predajcovia, ktor\u00ed pred\u00e1vaj\u00fa cez trhovisk\u00e1 ako je to od ve\u013ek\u00e9ho predajcu Amazon, si \u010dasto nem\u00f4\u017eu dovoli\u0165 profesion\u00e1lne poradenstvo alebo dokonca vlastn\u00e9ho zamestnanca pre udr\u017eate\u013enos\u0165 v elektronickom obchode. No aj bez ve\u013ek\u00fdch zdrojov sa predajcovia pribl\u00ed\u017eia svojmu cie\u013eu krok za krokom s nasleduj\u00facimi piatimi aspektmi.<\/p>

Pr\u00edstupy k zv\u00fd\u0161eniu udr\u017eate\u013enosti v elektronickom obchode<\/h2>

#1: Sortiment: Produkty, v\u00fdroba a n\u00e1kupn\u00e9 podnety<\/h3>

Kr\u00e1\u013eovsk\u00e1 discipl\u00edna hne\u010f na za\u010diatku: Kto chce pretransformova\u0165 svoju cel\u00fa produktov\u00fa ponuku, m\u00e1 s\u00edce ve\u013ea pred sebou, ale ur\u010dite dosiahne aj najv\u00e4\u010d\u0161\u00ed \u00fa\u010dinok. Tu zohr\u00e1va \u00falohu nielen v\u00fdrobn\u00fd proces, ale aj vyu\u017e\u00edvan\u00e9 zdroje, vstupn\u00e9 materi\u00e1ly alebo ich z\u00edskavanie. Certifik\u00e1cia je \u010dasto zlo\u017eit\u00e1, z\u00e1rove\u0148 sa v\u0161ak anga\u017eovanos\u0165 nielen\u017ee odr\u00e1\u017ea v cene produktu.<\/p>

Tento obrovsk\u00fd \u00fakol v\u0161ak ur\u010dite nie je pre ka\u017ed\u00e9ho online predajcu. Na\u0161\u0165astie aj menej hlbok\u00e9 opatrenia vykazuj\u00fa \u00fa\u010dinok: Napr\u00edklad upozornenie na \u0161kodliv\u00e9 dopady viacer\u00fdch objedn\u00e1vok toho ist\u00e9ho produktu m\u00f4\u017ee z\u00e1kazn\u00edkov odradi\u0165 od objedn\u00e1vania produktu v r\u00f4znych vari\u00e1ci\u00e1ch alebo ve\u013ekostiach. Presn\u00fd popis a profesion\u00e1lne fotografie \u010dasto poskytuj\u00fa rovnako dobr\u00e9 slu\u017eby. Pri oble\u010den\u00ed je napr\u00edklad vhodn\u00e9 poskytn\u00fa\u0165 presn\u00fa tabu\u013eku ve\u013ekost\u00ed, na z\u00e1klade ktorej si kupuj\u00faci m\u00f4\u017eu sami ur\u010di\u0165 svoju ve\u013ekos\u0165 oble\u010denia. T\u00fdmto sp\u00f4sobom je mo\u017en\u00e9 predch\u00e1dza\u0165 zbyto\u010dn\u00fdm vr\u00e1teniam a zvy\u0161ova\u0165 udr\u017eate\u013enos\u0165 v elektronickom obchode.<\/p>

#2: Doprava: Balenie, dodanie a vr\u00e1tenia<\/h3>

V roku 2017 objednali z\u00e1kazn\u00edci Amazonu pri ve\u013ekom predajcovi priemerne pribli\u017ene 41-kr\u00e1t za rok. V n\u00e1kupnom ko\u0161\u00edku sa pritom nach\u00e1dzalo pribli\u017ene 1,3 produktu. Menej ako pred nieko\u013ek\u00fdmi rokmi, ke\u010f z\u00e1kazn\u00edci na objedn\u00e1vku objedn\u00e1vali takmer dva produkty. Men\u0161\u00ed n\u00e1kupn\u00fd ko\u0161\u00edk, viac objedn\u00e1vok \u2013 pre predajcov to znamen\u00e1 vy\u0161\u0161iu spotrebu obalov\u00fdch materi\u00e1lov a prepravn\u00fdch kart\u00f3nov, ako aj rast\u00face n\u00e1klady.<\/p>

D\u00f4le\u017eitej\u0161ie ako\u00a0recyklovate\u013en\u00e9, udr\u017eate\u013en\u00e9 balenie<\/a>\u00a0s\u00fa v\u0161ak v online obchode dodanie a vr\u00e1tenia. Ve\u013ek\u00e9 prepravn\u00e9 spolo\u010dnosti ako DHL, Hermes alebo DPD pon\u00fakaj\u00fa u\u017e nejak\u00fd \u010das klimaticky neutr\u00e1lnu dopravu, pri ktorej sa vznikaj\u00face emisie sklen\u00edkov\u00fdch plynov vyrovn\u00e1vaj\u00fa napr\u00edklad invest\u00edciou do projektov na ochranu kl\u00edmy. Predajcovia na Amazone, ktor\u00ed tento servis vyu\u017e\u00edvaj\u00fa, m\u00f4\u017eu u svojich z\u00e1kazn\u00edkov cielene propagova\u0165. <\/p>

To, \u010di z\u00e1kazn\u00edci vr\u00e1tia svoju objedn\u00e1vku, z\u00e1vis\u00ed aj od mo\u017enost\u00ed dopravy. Kto si s\u00e1m zabezpe\u010duje plnenie objedn\u00e1vok, mal by sa aj tak zamera\u0165 na r\u00fdchlu dopravu, preto\u017ee \u010d\u00edm hlad\u0161ie z\u00e1kazn\u00edk svoju objedn\u00e1vku prijme, t\u00fdm men\u0161ia je pravdepodobnos\u0165, \u017ee z\u00e1sielku vr\u00e1ti.<\/p>

Samozrejme, zni\u010denie vr\u00e1ten\u00e9ho tovaru je z h\u013eadiska udr\u017eate\u013enosti v elektronickom obchode najhor\u0161ou mo\u017enos\u0165ou \u2013 ove\u013ea lep\u0161ie je skontrolova\u0165 tieto produkty na po\u0161kodenia a vr\u00e1ti\u0165 ich do sortimentu alebo ich darova\u0165 na charitat\u00edvne \u00fa\u010dely.<\/p>

#3: Spolo\u010dnos\u0165: Zamestnanci a ka\u017edodenn\u00fd obchod<\/h3>

Ak udr\u017eate\u013enos\u0165 v elektronickom obchode za\u010d\u00edna pri sortimente, nemala by kon\u010di\u0165 pri s\u00eddle firmy. Pr\u00e1ve v\u00e4\u010d\u0161ie spolo\u010dnosti \u010dasto podce\u0148uj\u00fa mno\u017estvo CO2, ktor\u00e9 by mohli u\u0161etri\u0165 prostredn\u00edctvom pr\u00edslu\u0161n\u00fdch opatren\u00ed vo svojich priestoroch. Ak\u00fd energetick\u00fd mix sa napr\u00edklad vyu\u017e\u00edva? Ak ide o uhl\u00edkov\u00fa energiu, m\u00f4\u017ee sa zv\u00e1\u017ei\u0165 prechod na dod\u00e1vate\u013ea energie z udr\u017eate\u013en\u00fdch zdrojov, napr\u00edklad od\u00a0Naturstrom<\/a>\u00a0alebo\u00a0Greenpeace Energy<\/a>. A odkia\u013e poch\u00e1dza bezplatn\u00e9 ovocie \u2013 z oce\u00e1nu alebo z regi\u00f3nu, a je v\u00f4bec sez\u00f3nne dostupn\u00e9? Okrem toho mnoh\u00e9 spolo\u010dnosti poskytuj\u00fa svojim zamestnancom bezplatn\u00e9 n\u00e1poje. Kto chce, aby sa udr\u017eate\u013enos\u0165 aj v elektronickom obchode p\u00edsala ve\u013ek\u00fdmi p\u00edsmenami, db\u00e1 na opakovane pou\u017eite\u013en\u00e9 f\u013ea\u0161e alebo dokonca nain\u0161taluje vodn\u00fd automat. <\/p>

Okrem toho by mali by\u0165 zamestnanci cielene povzbudzovan\u00ed, aby reflektovali svoje ka\u017edodenn\u00e9 rozhodnutia. Mus\u00ed to by\u0165 vn\u00fatro\u0161t\u00e1tny let, alebo nie je vlakov\u00e1 cesta na obchodn\u00e9 stretnutie mo\u017eno e\u0161te pohodlnej\u0161ia? M\u00f4\u017ee pr\u00edspevok na cestovn\u00e9 l\u00edstky prispie\u0165 k zv\u00fd\u0161eniu vyu\u017e\u00edvania verejnej dopravy oproti autu? H\u00e1\u017ee ka\u017ed\u00fd svoj odpad do nejakej n\u00e1doby, alebo sa db\u00e1 na triedenie odpadu?<\/p>

#4: Marketing: Imid\u017e, komunik\u00e1cia so z\u00e1kazn\u00edkmi a transparentnos\u0165<\/h3>

Kto hospod\u00e1ri udr\u017eate\u013ene, m\u00f4\u017ee to akt\u00edvne vyu\u017ei\u0165 vo svojom marketingu. To podporuje imid\u017e, najm\u00e4 u mnoh\u00fdch mlad\u00fdch z\u00e1kazn\u00edkov na Amazone. T\u00e9ma je v odvetv\u00ed e\u0161te st\u00e1le sk\u00f4r nedostato\u010dne zast\u00fapen\u00e1 \u2013 kto sa teraz dobre postav\u00ed, m\u00f4\u017ee si t\u00fdm vytvori\u0165\u00a0unik\u00e1tny predajn\u00fd bod<\/em>. Ale pozor: Greenwashing po\u0161kodzuje vlastn\u00fa zna\u010dku viac, ne\u017e prospieva! V\u0161etky opatrenia komunikovan\u00e9 z\u00e1kazn\u00edkovi musia by\u0165 dodr\u017eiavan\u00e9 a navy\u0161e sledovate\u013en\u00e9. Preto\u017ee pod\u013ea \u0161t\u00fadie ECC K\u00f6ln je pre viac ako 90 percent spotrebite\u013eov jedn\u00fdm z hlavn\u00fdch krit\u00e9ri\u00ed pri formovan\u00ed n\u00e1zoru na online obchod pr\u00e1ve \u00faprimnos\u0165. To plat\u00ed aj pre udr\u017eate\u013enos\u0165 v oblasti elektronick\u00e9ho obchodu.<\/p>

Greenwashing\u00a0…<\/strong>

… je pokusom spolo\u010dnost\u00ed z\u00edska\u0165 zelen\u00fd imid\u017e prostredn\u00edctvom marketingov\u00fdch a PR kampan\u00ed, bez toho, aby skuto\u010dne realizovali pr\u00edslu\u0161n\u00e9 opatrenia. V\u00fdznamn\u00fdm pr\u00edkladom je napr\u00edklad zelen\u00fd gigant RWE, ktor\u00fd usilovne umiest\u0148oval vetern\u00e9 turb\u00edny do krajiny, zatia\u013e \u010do\u00a0podiel obnovite\u013en\u00fdch zdrojov energie v koncerne<\/a>\u00a0bol pod tri percent\u00e1. Aj v roku 2018 sa z\u00edskava len chudobn\u00fdch 5,6 percenta zelenej energie a spolo\u010dnos\u0165 sa nach\u00e1dza v\u00a0top 15 najv\u00e4\u010d\u0161\u00edch emitentov CO2 v Eur\u00f3pe<\/a>.<\/p><\/blockquote>

Dobr\u00fdm sp\u00f4sobom, ako transparentne komunikova\u0165 vlastn\u00e9 \u00fasilie o v\u00e4\u010d\u0161iu udr\u017eate\u013enos\u0165 v elektronickom obchode, s\u00fa certifik\u00e1ty. Mnoho predajcov a v\u00fdrobcov v oblasti outdoor sa napr\u00edklad pripojilo k\u00a0Global Traceable Down Standard<\/em>\u00a0alebo\u00a0Responsible Down Standard<\/em>. Oba \u0161t\u00edtky certifikuj\u00fa v\u00fdrobky z peria z h\u013eadiska chovu, k\u0155menia a podobne. \u017div\u00e9 vyberanie peria alebo n\u00faten\u00e9 k\u0155menie s\u00fa tak vyl\u00fa\u010den\u00e9 – s\u013euby s\u00fa overovan\u00e9 nez\u00e1visl\u00fdmi organiz\u00e1ciami, ktor\u00e9 pravidelne vykon\u00e1vaj\u00fa neohl\u00e1sen\u00e9 kontroly. Absol\u00fatne neprijate\u013en\u00e9 s\u00fa naopak vlastnoru\u010dne vymyslen\u00e9 certifik\u00e1ty bez ak\u00e9hoko\u013evek obsahu, ktor\u00e9 klam\u00fa z\u00e1kazn\u00edkov. Aj pr\u00e1zdne alebo zav\u00e1dzaj\u00face reklamn\u00e9 s\u013euby m\u00f4\u017eu cel\u00fa zna\u010dku po\u0161kodi\u0165.<\/p>

#5: Overenie: Anal\u00fdza trhu a kontrola \u00faspechu<\/h3>

Udr\u017eate\u013enos\u0165 sa st\u00e1va \u010doraz d\u00f4le\u017eitej\u0161ou aj v elektronickom obchode. Ale nie je to cie\u013e s\u00e1m o sebe. Iba ten, kto sa na trhu dok\u00e1\u017ee z\u00e1kladne presadi\u0165, dosiahne so svojou ekologickou strat\u00e9giou dlhodob\u00fd \u00faspech a m\u00f4\u017ee pr\u00edpadne vytla\u010di\u0165 in\u00fdch, menej udr\u017eate\u013en\u00fdch poskytovate\u013eov. Preto by mali online predajcovia pou\u017e\u00edva\u0165 pr\u00edslu\u0161n\u00e9 n\u00e1stroje na sledovanie trhu \u2013 preto\u017ee v r\u00fdchlo sa meniacom a obrovskom online svete nie je neautomatizovan\u00e1 anal\u00fdza jednoducho mo\u017en\u00e1.<\/p>

Z\u00e1rove\u0148 by sa mali sledova\u0165 aj \u00faspechy novej udr\u017eate\u013enostnej ofenz\u00edvy. Ko\u013eko viac platia z\u00e1kazn\u00edci za ekologick\u00e9 produkty, ko\u013eko emisi\u00ed bolo u\u0161etren\u00fdch od prechodu na in\u00fd energetick\u00fd mix a ko\u013eko zamestnancov u\u017e vyu\u017e\u00edva verejn\u00fa dopravu? Preto\u017ee t\u00fdmto sp\u00f4sobom sa predajcovia dozvedia nielen viac o svojich z\u00e1kazn\u00edkoch, ale aj motivuj\u00fa zamestnancov, aby v\u0161etci \u0165ahali za jeden povraz.<\/p>

Z\u00e1ver: Nemus\u00ed to v\u017edy by\u0165 ve\u013ek\u00fd skok!<\/h2>

\u010coraz viac spotrebite\u013eov akt\u00edvne db\u00e1 na svoju ekologick\u00fa stopu a \u017eivotn\u00e9 prostredie, napr\u00edklad t\u00fdm, \u017ee uprednost\u0148uj\u00fa recyklovan\u00fd materi\u00e1l a menej vracaj\u00fa. Ale nie ka\u017ed\u00fd predajca na Amazone alebo prev\u00e1dzkovate\u013e online obchodu m\u00f4\u017ee \u00faplne pretransformova\u0165 svoj sortiment. Kto pred\u00e1va elektronick\u00e9 produkty, m\u00e1 zvy\u010dajne mal\u00fd vplyv na glob\u00e1lne \u0161trukt\u00fary \u0165a\u017eby surov\u00edn pre bat\u00e9rie. Najm\u00e4 mal\u00fd online obchod m\u00f4\u017ee narazi\u0165 na svoje hranice v oblasti udr\u017eate\u013enosti v elektronickom obchode.<\/p>

Napriek tomu m\u00f4\u017eu ekologicky uvedomel\u00ed online predajcovia dosiahnu\u0165 ve\u013ea aj mal\u00fdmi opatreniami: \u010ci u\u017e ide o prechod na ekologick\u00fa energiu, ekologick\u00e9 prepravn\u00e9 kart\u00f3ny alebo certifik\u00e1ciu zlo\u017eiek produktov \u2013 aj v malom sa d\u00e1 dosiahnu\u0165 ve\u013ea. T\u00fdm sa nielen \u0161etr\u00ed \u017eivotn\u00e9 prostredie, ale aj predajca profituje z \u00faspory n\u00e1kladov a zlep\u0161enia imid\u017eu. Preto\u017ee men\u0161ia ekologick\u00e1 stopa, udr\u017eate\u013enos\u0165 a elektronick\u00fd obchod sa navz\u00e1jom nevylu\u010duj\u00fa.<\/p>","protected":false},"excerpt":{"rendered":"

Najnesk\u00f4r od\u00a0Fridays for Future\u00a0je jasn\u00e9: Udr\u017eate\u013enos\u0165 u\u017e nie je pr\u00e1zdny slogan, za ktor\u00fdm nasleduj\u00fa \u017eiadne \u010diny. Nielen mlad\u00e1, digit\u00e1lne zdatn\u00e1 \u010das\u0165 cie\u013eovej skupiny online obchodu si \u010doraz jasnej\u0161ie uvedomuje, ako naliehavo s\u00fa potrebn\u00e9 spolo\u010densk\u00e9 zmeny, aby sa aj bud\u00facim gener\u00e1ci\u00e1m zanechala \u017eivotaschopn\u00e1 plan\u00e9ta. Hoci alebo pr\u00e1ve preto, \u017ee udr\u017eate\u013enos\u0165 v elektronickom obchode (e\u0161te) nie je<\/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":[1383],"tags":[],"class_list":["post-227928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-a-triky"],"yoast_head":"\nUdr\u017eate\u013enos\u0165 v elektronickom obchode: 5 aspektov pre predajcov<\/title>\n<meta name=\"description\" content=\"Udr\u017eate\u013enos\u0165 v elektronickom obchode: 5 aspektov, ktor\u00e9 z\u00e1kazn\u00edci ocenia a ktor\u00e9 \u0161etria peniaze a \u010das predajcom.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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