| Abstract | Doživljaji imaju visoku vrijednost za potrošače i zahtjev za njima je u porastu. Potrošači su stoga voljni platiti visoku cijenu za doživljaje, a proizvodnja doživljaja postaje izuzetno profitabilna. Međutim, konkurencija je isto tako u porastu što zahtijeva inovaciju u novim proizvodima doživljaja kako bi poduzeće ostalo konkurentno. Zato je presudno za poduzeća izgraditi i ponuditi iskustva i doživljaje na pravi način. Poduzeća koja prepoznaju potencijale ekonomije doživljaja stječu konkurentsku prednost i ako je prigrle, profitirat će za razliku od onih koji je izbjegavaju i ignoriraju.
U ranim fazama ekonomskog razvoja, proizvodnja proizvoda se manje-više odnosila na potrebe potrošača. Potrošači su željeli udobnost, dobra i usluge da zadovolje njihove potrebe za preživljavanjem, kasnije za materijalizmom, znanjem i rješavanjem problema. Sad žele imati zanimljiv život, iskusiti nove aspekte života i nova mjesta, žele biti zabavljeni i učiti na zadovoljavajući način. Traže i zahtijevaju više od običnog proizvoda ili usluge. Doživljaji ispunjavaju njihove potrebe.
Doživljaj je kreiranje priče, teme ili svega što može predstavljati doživljaj, a često se razlikuje od osobe do osobe. Nekome izlazak novog modela mobitela može biti ushićenje, opčinjenost i znatiželja, nekome tuga i žalost jer si ga ne može priuštiti, nekome pak rastrošnost i nerazumijevanje. Doživljaji se teško mogu izmjeriti i predvidjeti, zato istraživanja koja ih ispituju trebaju biti što detaljnija i po mogućnosti odvijati se na terenu gdje će se bilježiti ispitanikove reakcije i ponašanja koja je teže sakriti i kontrolirati nego riječi i mišljenja.
U ovom radu su navedeni neki oblici utjecaja na doživljaj kupca unutar maloprodajne prodavaonice, kao što su: uređenje i prezentacija proizvoda, veličina i izbor asortimana, cijene, marke proizvoda, osoblje prodavaonice, atmosfera unutar prodavaonice, boja maloprodajnog objekta, osvjetljenje i glazba. Doživljaj stvoren unutar prodavaonice utječe na prodajni rezultat, no ovisno o prirodi doživljaja prodajni rezultat može biti pozitivan ili negativan. |
| Abstract (english) | Experiences have a high value for consumers and the demand for experiences is increasing. Consumers are therefore willing to pay a high price for experiences and experience production becomes very profitable. However, competition also increases, which calls for innovation of new experience products to make experience firms stay competitive. Therefore, it is crucial to firms to construct their experiences the right way. Firms that recognize the potentials of the experience economy gain a competitive advantage and if they embrace it, they will profit as opposed to those who avoid and ignore it.
In the early stages of economic development, product production was more or less related to consumer needs. Consumers wanted comfort, goods, and services to meet their needs for survival, later for materialism, knowledge, and problem solving. Now they want to have an interesting life, experience new aspects of life and new places, they want to be entertained and learn in a satisfying way. They search and demand more than an ordinary product or service. Experiences fulfill their needs.
An experience is the creation of a story, theme, or anything that can represent an experience, and it often varies from person to person. For some, the release of a new mobile phone model can be admiration, fascination and curiosity, for some sadness and grief because they cannot afford it, for others wastefulness and misunderstanding. Experiences are difficult to measure and predict, so the research that examines them should be as detailed as possible and preferably take place in the field where the respondent's reactions and behaviors will be recorded, which are harder to hide and control than words and opinions.
This paper lists some forms of influence on the customer experience within the retail store, such as: design and presentation of the products, size and range selection, prices, product brands, store staff, atmosphere within the store, retail color, lighting and music. The experience created within the store affects the sales result, but depending on the nature of the experience, the sales result can be positive or negative. |
