{"id":229473,"date":"2019-12-12T07:47:00","date_gmt":"2019-12-12T07:47:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/odrzivost-u-e-trgovini-5-aspekata-koje-trgovci-treba-da-imaju-na-umu\/"},"modified":"2019-12-12T07:47:00","modified_gmt":"2019-12-12T07:47:00","slug":"odrzivost-u-e-trgovini-5-aspekata-koje-trgovci-treba-da-imaju-na-umu","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sr\/blog\/odrzivost-u-e-trgovini-5-aspekata-koje-trgovci-treba-da-imaju-na-umu\/","title":{"rendered":"Odr\u017eivost u e-trgovini: 5 aspekata koje trgovci treba da imaju na umu"},"content":{"rendered":"

Najkasnije od Fridays for Future<\/em> jasno je: Odr\u017eivost vi\u0161e nije prazna fraza kojoj ne slede dela. Ne samo da mladi, digitalno orijentisani deo ciljne grupe online trgovine sve jasnije prepoznaje koliko su hitne dru\u0161tvene promene potrebne da bi se budu\u0107im generacijama ostavio svet vredan \u017eivljenja. Iako ili ba\u0161 zato \u0161to odr\u017eivost u e-trgovini (jo\u0161) nije velika tema, ekolo\u0161ki svesnim trgovcima u ovom segmentu pru\u017ea se prilika da uspostave odr\u017eivost kao svoj jedinstveni prodajni argument<\/em> \u2013 i istovremeno u\u0161tede novac.<\/p>

Jer sama veli\u010dina tr\u017ei\u0161ta ima potencijal: Sa o\u010dekivanim prihodom od preko 65 milijardi evra u 2019. godini, online trgovina u Nema\u010dkoj raste za skoro jedanaest procenata u odnosu na prethodnu godinu. Kraj tog rasta nije na vidiku ni u narednim godinama. Do 2023. godine se o\u010dekuje da \u0107e oko 20 procenata maloprodajnih prihoda biti ostvareno online<\/a>. Posebno je zanimljivo: Kako pokazuje istra\u017eivanje Facit Research iz 2017. godine<\/a>, za oko dve tre\u0107ine ispitanika igra veliku ulogu koliko odr\u017eivo proizvod ili trgovac deluje pre nego \u0161to kliknu na dugme \u201eNaru\u010di\u201c. Po\u0161to su za\u0161tita \u017eivotne sredine i klimatske promene postale deo op\u0161te dru\u0161tvene debate, udeo onih koji malo znaju o odr\u017eivosti u e-trgovini verovatno se zna\u010dajno smanjio.<\/p>

Jo\u0161 uvek u povojima: Odr\u017eivost u online trgovini<\/h2>

Za online trgovinu to predstavlja veliki zadatak \u2013 i jednako veliko potencijal. Tek oko jedne tre\u0107ine online trgovaca<\/a> se bavilo odr\u017eivo\u0161\u0107u svojih poslovnih praksi. Sveobuhvatne i dosledne mere sprovodi malo njih. Ko se sada ozbiljno bavi ovom temom, mo\u017ee ne samo da u\u0161tedi mnogo novca – na primer, na ambala\u017enom otpadu ili stopi povrata \u2013 ve\u0107 i da preuzme vode\u0107u ulogu u industriji i efikasno promovi\u0161e svoje napore u komunikaciji sa kupcima.<\/p>

Ali gde i kako po\u010deti? Upravo manji online trgovci, koji prodaju preko tr\u017ei\u0161ta kao \u0161to je ono velikog distributera Amazona, \u010desto ne mogu priu\u0161titi profesionalno savetovanje ili \u010dak vlastitog zaposlenog za odr\u017eivost u e-trgovini. Me\u0111utim, \u010dak i bez velikih resursa, trgovci se korak po korak pribli\u017eavaju svom cilju uz pomo\u0107 slede\u0107ih pet aspekata.<\/p>

Pristupi za pove\u0107anje odr\u017eivosti u e-trgovini<\/h2>

#1: Asortiman: Proizvodi, proizvodnja i podsticaji za kupovinu<\/h3>

Kraljevska disciplina odmah na po\u010detku: Ko \u017eeli da preuredi celu svoju paletu proizvoda, ima mnogo posla, ali sigurno posti\u017ee i najve\u0107i efekat. Ovde igraju ulogu procesi proizvodnje, kao i kori\u0161\u0107eni resursi, sirovine ili njihovo dobijanje. Sertifikacija je \u010desto komplikovana, ali se istovremeno anga\u017eovanje kasnije odra\u017eava na ceni proizvoda.<\/p>

Ova ogromna zada\u0107a sigurno nije na raspolaganju svakom online trgovcu. Na sre\u0107u, \u010dak i manje duboke mere pokazuju efekat: Na primer, obave\u0161tenje o \u0161tetnim uticajima vi\u0161estrukih narud\u017ebina istog artikla mo\u017ee spre\u010diti kupce da naru\u010duju proizvod u razli\u010ditim varijantama ili veli\u010dinama. Precizna opis i profesionalne fotografije \u010desto tako\u0111e pru\u017eaju dobre usluge. U slu\u010daju ode\u0107e, korisno je pru\u017eiti ta\u010dnu tabelu veli\u010dina na osnovu koje kupci mogu sami odrediti svoju veli\u010dinu. Na taj na\u010din se mogu spre\u010diti nepotrebni povrati i pove\u0107ati odr\u017eivost u e-trgovini.<\/p>

#2: Dostava: Pakovanje, isporuka i povratak<\/h3>

2017. godine, Amazon kupci su prose\u010dno naru\u010divali oko 41 put godi\u0161nje kod ovog giganta dostave. U korpi se nalazilo oko 1,3 proizvoda. Manje nego pre nekoliko godina, kada su kupci po narud\u017ebini naru\u010divali skoro dva proizvoda. Manja korpa, vi\u0161e narud\u017ebina \u2013 za trgovce to zna\u010di ve\u0107u potro\u0161nju pakovanja i transportnih kutija, kao i rastu\u0107e tro\u0161kove.<\/p>

Va\u017eniji od\u00a0reciklabilnog, odr\u017eivog pakovanja<\/a>\u00a0su u online trgovini me\u0111utim isporuka i povratak. Velike kompanije za dostavu kao \u0161to su DHL, Hermes ili DPD ve\u0107 neko vreme nude klimatski neutralnu isporuku, pri \u010demu se nastale emisije gasova sa efektom staklene ba\u0161te kompenzuju investicijama u projekte za\u0161tite klime. Amazon trgovci koji koriste ovu uslugu mogu to posebno reklamirati svojim kupcima.\u00a0<\/p>

Da li kupci vra\u0107aju svoju narud\u017ebinu, tako\u0111e zavisi od opcija dostave. Ko samostalno obavlja ispunjenje, treba da obrati pa\u017enju na brzu isporuku, jer \u0161to kupac br\u017ee primi svoju narud\u017ebinu, to je manja verovatno\u0107a da \u0107e vratiti po\u0161iljku.<\/p>

Naravno, uni\u0161tavanje vra\u0107enih proizvoda je najgora opcija u smislu odr\u017eivosti u e-trgovini \u2013 umesto toga, preporu\u010duje se da se ovi proizvodi provere na o\u0161te\u0107enja i vrate u asortiman ili doniraju u humanitarne svrhe.<\/p>

#3: Preduze\u0107e: Zaposleni i poslovni svakodnevni \u017eivot<\/h3>

Kada odr\u017eivost u e-trgovini po\u010dinje sa asortimanom, ne bi trebala da se zavr\u0161ava sa sedi\u0161tem kompanije. Upravo ve\u0107e kompanije \u010desto potcenjuju koli\u010dinu CO2 koju bi mogle u\u0161tedeti odgovaraju\u0107im merama u svom domu. Koji energetski miks se, na primer, koristi? Ako se radi o struji iz uglja, mo\u017ee se razmotriti prelazak na dobavlja\u010da energije iz odr\u017eivih izvora, kao \u0161to su\u00a0Naturstrom<\/a>\u00a0ili\u00a0Greenpeace Energy<\/a>. A odakle dolazi besplatno vo\u0107e \u2013 iz inostranstva ili iz regiona, i da li je uop\u0161te dostupno sezonski? Pored toga, mnoge kompanije svojim zaposlenima nude besplatna pi\u0107a. Ko \u017eeli da odr\u017eivost postavi kao prioritet i u e-trgovini, obra\u0107a pa\u017enju na boce za vi\u0161ekratnu upotrebu ili \u010dak instalira aparat za vodu.\u00a0<\/p>

Pored toga, zaposleni bi trebali biti podsticani da reflektuju svoje svakodnevne odluke. Da li mora biti doma\u0107i let ili je putovanje vozom na poslovni sastanak mo\u017eda \u010dak i opu\u0161tenije? Mo\u017ee li karta za prevoz doprineti pove\u0107anju kori\u0161\u0107enja javnog prevoza u odnosu na automobil? Da li svako baca svoj otpad u neku kantu ili se vodi ra\u010duna o razdvajanju otpada?<\/p>

#4: Marketing: Imid\u017e, komunikacija sa kupcima i transparentnost<\/h3>

Ko odr\u017eivo posluje, mo\u017ee to aktivno iskoristiti u marketingu u svoju korist. To pobolj\u0161ava imid\u017e, posebno kod mnogih mladih kupaca na Amazonu. Tema je jo\u0161 uvek prili\u010dno nedovoljno zastupljena u industriji – ko se sada dobro postavi, mo\u017ee generisati svoj\u00a0unique selling point<\/em>. Ali pa\u017enja: greenwashing vi\u0161e \u0161teti sopstvenoj marki nego \u0161to koristi! Sve mere koje se komuniciraju kupcima moraju se uvek po\u0161tovati i biti pratljive. Jer, prema studiji ECC K\u00f6ln, iskrenost je za vi\u0161e od 90 procenata potro\u0161a\u010da jedan od glavnih kriterijuma u formiranju mi\u0161ljenja o online prodavnici. To se odnosi i na odr\u017eivost u oblasti e-trgovine.<\/p>

Greenwashing\u00a0…<\/strong>

… je poku\u0161aj kompanija da kroz marketin\u0161ke i PR kampanje steknu zeleni imid\u017e, bez stvarnog sprovo\u0111enja odgovaraju\u0107ih mera.\u00a0Istaknuti primer je zeleni RWE div, koji je marljivo postavljao vetroturbine u pejza\u017e, dok je\u00a0deo obnovljivih izvora energije u koncernu<\/a>\u00a0bio ispod tri procenta. \u010cak i 2018. godine, samo skromnih 5,6 procenata se dobija iz zelene energije, a kompanija se nalazi me\u0111u\u00a0top 15 najve\u0107ih emitera CO2 u Evropi<\/a>.<\/p><\/blockquote>

Dobar na\u010din da se sopstveni napori za ve\u0107u odr\u017eivost u e-trgovini transparentno komuniciraju su sertifikati. Tako su se, na primer, mnogi trgovci i proizvo\u0111a\u010di iz outdoor industrije pridru\u017eili\u00a0Global Traceable Down Standard<\/em>\u00a0ili\u00a0Responsible Down Standard<\/em>. Oba oznaka sertifikuju proizvode od perja u pogledu uzgoja, ishrane i sli\u010dno. Uzimanje perja od \u017eivih ptica ili prisilno hranjenje su tako isklju\u010deni – obe\u0107anja se proveravaju od strane nezavisnih organizacija koje redovno sprovode nenajavljene provere. Apsolutno je neprihvatljivo, s druge strane, imati izmi\u0161ljene sertifikate bez ikakvog sadr\u017eaja koji obmanjuju kupce. Tako\u0111e, prazna ili obmanjuju\u0107a marketin\u0161ka obe\u0107anja mogu dovesti celu marku u lo\u0161 glas.<\/p>

#5: Provera: Analiza tr\u017ei\u0161ta i kontrola uspeha<\/h3>

Odr\u017eivost postaje sve va\u017enija i u e-trgovini. Me\u0111utim, to nije sam sebi svrha. Samo ko se mo\u017ee osnovno afirmisati na tr\u017ei\u0161tu, ima\u0107e dugoro\u010dni uspeh sa svojom ekolo\u0161ki prihvatljivom strategijom i eventualno potisnuti druge, manje odr\u017eive ponu\u0111a\u010de. Zbog toga bi online trgovci trebali koristiti odgovaraju\u0107e alate za pra\u0107enje tr\u017ei\u0161ta – jer u brzoj i ogromnoj online svetu, neautomatska analiza jednostavno vi\u0161e nije mogu\u0107a.<\/p>

Istovremeno, treba pratiti i uspehe nove ofanzive odr\u017eivosti. Koliko vi\u0161e kupci pla\u0107aju za ekolo\u0161ki prihvatljive proizvode, koliko emisija je u\u0161te\u0111eno otkako je promenjen energetski miks i koliko zaposlenih ve\u0107 koristi javni prevoz? Jer, na taj na\u010din trgovci ne samo da saznaju vi\u0161e o svojim kupcima, ve\u0107 to tako\u0111e motivi\u0161e zaposlene da svi rade zajedno.<\/p>

Zaklju\u010dak: Ne mora uvek biti veliki skok!<\/h2>

Sve vi\u0161e potro\u0161a\u010da aktivno obra\u0107a pa\u017enju na svoj ekolo\u0161ki otisak i \u017eivotnu sredinu, na primer, preferiraju\u0107i reciklirane materijale i manje vra\u0107aju\u0107i proizvode. Me\u0111utim, ne mo\u017ee svaki Amazon trgovac ili operator online prodavnice potpuno preurediti svoj asortiman. Ko prodaje elektronske proizvode, obi\u010dno ima mali uticaj na globalne strukture dobijanja sirovina za baterije. Posebno mali online trgovci mogu nai\u0107i na svoje granice kada je re\u010d o odr\u017eivosti u e-trgovini.<\/p>

Ipak, ekolo\u0161ki svesni online trgovci mogu posti\u0107i mnogo malim merama: bilo da se radi o prelasku na ekolo\u0161ku struju, ekolo\u0161ki prihvatljivim transportnim kutijama ili sertifikaciji sastojaka proizvoda \u2013 \u010dak i u malim stvarima mo\u017ee se posti\u0107i zna\u010dajan uticaj. Time se ne samo \u0161titi \u017eivotna sredina, ve\u0107 trgovac tako\u0111e profitira od u\u0161tede tro\u0161kova i pobolj\u0161anja imid\u017ea. Jer manji ekolo\u0161ki otisak, odr\u017eivost i e-trgovina ne moraju se isklju\u010divati.<\/p>","protected":false},"excerpt":{"rendered":"

Najkasnije od Fridays for Future jasno je: Odr\u017eivost vi\u0161e nije prazna fraza kojoj ne slede dela. Ne samo da mladi, digitalno orijentisani deo ciljne grupe online trgovine sve jasnije prepoznaje koliko su hitne dru\u0161tvene promene potrebne da bi se budu\u0107im generacijama ostavio svet vredan \u017eivljenja. Iako ili ba\u0161 zato \u0161to odr\u017eivost u e-trgovini (jo\u0161) nije<\/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":[1380],"tags":[],"class_list":["post-229473","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-saveti-i-trikovi"],"yoast_head":"\nOdr\u017eivost u e-trgovini: 5 aspekata za trgovce<\/title>\n<meta name=\"description\" content=\"Odr\u017eivost u e-trgovini: 5 aspekata koje kupci cene i koji \u0161tede novac i vreme trgovcima\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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