{"id":1793020097,"date":"2026-11-01T21:43:51","date_gmt":"2026-11-01T20:43:51","guid":{"rendered":"https:\/\/btop.pl\/?p=90001"},"modified":"2026-11-01T23:05:31","modified_gmt":"2026-11-01T22:05:31","slug":"kaufland-misto-amazonu","status":"publish","type":"post","link":"https:\/\/btop.pl\/cs\/kaufland-misto-amazonu\/","title":{"rendered":"Spo\u010d\u00edtali jsme n\u00e1klady na dopravu a odradili jsme ho od Amazonu."},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--style apress_row_class_10151567456aeaf601e40ca\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_13960215966aeaf601e41ff hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<!-- Style wsp\u00f3lne dla wszystkich wierszy tego case study.\n     Usuni\u0119cie tego wiersza rozsypie wygl\u0105d pozosta\u0142ych. -->\n<style>\n.btop-cs{--c:#42b1e6;--c-dark:#1c6d95;--ink:#12212b;--muted:#5b6b76;--line:#dce7ee;--bg:#f5f9fc;\n  font-family:inherit;color:var(--ink);line-height:1.65;max-width:1040px;margin:0 auto;\n  \/* Wysokosc przyklejonego menu btop.pl. 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var(--line);border-radius:10px;padding:18px;text-decoration:none;color:var(--ink);font-weight:600;line-height:1.35}\n.btop-cs__related a:hover{border-color:var(--c)}\n.btop-cs__related span{display:block;font-size:12px;color:var(--muted);font-weight:400;margin-top:8px}\n\/* tryb wierszowy: odstepy robi juz builder strony, wiec sekcja ich nie dubluje *\/\n.btop-cs--row{margin-top:0;margin-bottom:0}\n.btop-cs--row>.btop-cs__section{margin-bottom:0}\n\/* Pierwszy wiersz stoi na samej gorze strony, pod przyklejonym menu,\n   bez tego odstepu pasek KPI chowa sie za naglowkiem. *\/\n.btop-cs--start{padding-top:var(--menu)}\n@media (max-width:782px){.btop-cs{--menu:84px}}\n@media print{.btop-cs__lb{display:none!important}.btop-cs__cta{background:#fff;color:#12212b;border:1px solid #dce7ee}}\n<\/style>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--naglowek apress_row_class_3622085216aeaf601e46e5\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_17237151766aeaf601e4788 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row btop-cs--start\" id=\"demo-01-kaufland-zamiast-amazona-naglowek\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__kpis\"><div class=\"btop-cs__kpi\"><span>Obrat za 9 m\u011bs\u00edc\u016f.<\/span><strong>1,41 milionu zlot\u00fdch<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Vystaven\u00e9 SKU<\/span><strong>840<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Doba do prvn\u00edho prodeje<\/span><strong>16 dn\u00ed<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Mar\u017ee po ode\u010dten\u00ed provize<\/span><strong>23,3%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Kan\u00e1ly<\/span><strong>2<\/strong><\/div><\/div>\n        <h1>Spo\u010d\u00edtali jsme n\u00e1klady na cestu a <em>odradili jsme od Amazonu<\/em>.<\/h1>\n        <p class=\"btop-cs__lead\">V\u00fdrobce zahradn\u00edho n\u00e1\u0159ad\u00ed p\u0159i\u0161el na Amazon.de s hotov\u00fdm rozpo\u010dtem. Po anal\u00fdze jsme mu uk\u00e1zali tabulku, z n\u00ed\u017e vypl\u00fdvalo, \u017ee na t\u00e9to platform\u011b vyd\u011bl\u00e1\u2026 nic.<\/p>\n        <div class=\"btop-cs__meta\"><span class=\"btop-cs__tag\">01.02.2026-31.10.2026<\/span><span class=\"btop-cs__tag\">Kaufland.de<\/span><span class=\"btop-cs__tag\">OTTO Market<\/span><span class=\"btop-cs__tag\">Trh: N\u011bmecko<\/span><span class=\"btop-cs__tag\">St\u00e1l\u00fd servis<\/span><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wyzwanie apress_row_class_17350064416aeaf601e4a65\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_12296581496aeaf601e4af5 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-wyzwanie\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cols\">\n          <div class=\"btop-cs__card\"><h3>V\u00fdzva<\/h3><p>Z\u00e1kazn\u00edk m\u011bl mimo dom\u00e1c\u00ed sez\u00f3nu voln\u00e9 v\u00fdrobn\u00ed kapacity a veden\u00ed spole\u010dnosti se rozhodlo: vstupujeme na Amazon.de. Rozpo\u010det byl schv\u00e1len, term\u00edn stanoven a n\u00e1\u0161 \u00fakol spo\u010d\u00edval pouze v jeho realizaci.<\/p>\n      <p>Probl\u00e9m jsme si v\u0161imli u\u017e u prvn\u00edho tabulkov\u00e9ho listu. V jeho kategorii na Amazon.de byla cenov\u00e1 hladina ur\u010dov\u00e1na prodejci se sklady v N\u011bmecku, nikoli slu\u017ebou FBA. P\u0159i expedici z Polska, po zapo\u010d\u00edt\u00e1n\u00ed provize platformy a n\u00e1klad\u016f na p\u0159\u00edpadn\u00e9 vr\u00e1cen\u00ed zbo\u017e\u00ed klesala mar\u017ee u v\u011bt\u0161iny produkt\u016f pod nulu.<\/p><\/div>\n          <div class=\"btop-cs__card\"><h3>O z\u00e1kazn\u00edkovi<\/h3><p>Polsk\u00fd v\u00fdrobce zahradn\u00edho n\u00e1\u0159ad\u00ed s vlastn\u00edm z\u00e1vodem. St\u0159edn\u00ed cenov\u00e1 kategorie, sortiment \u010d\u00e1ste\u010dn\u011b tvo\u0159en\u00fd rozm\u011brn\u00fdmi v\u00fdrobky, v\u00fdrazn\u00e1 jarn\u00ed sez\u00f3nnost.<\/p>\n      <p>P\u0159ed zah\u00e1jen\u00edm spolupr\u00e1ce prod\u00e1val v\u00fdhradn\u011b v Polsku a v t\u00fdmu nem\u011bl nikoho, kdo by m\u011bl na starosti zahrani\u010dn\u00ed trhy.<\/p><\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-1 apress_row_class_18863216216aeaf601e4df9\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_18833479176aeaf601e4e87 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-decyzja-1\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Co jsme ud\u011blali<\/p>\n        <h2>Rozhodnut\u00ed, kter\u00e1 rozhodla o v\u00fdsledku.<\/h2>\n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 01<\/span>\n          <h3>Z\u00e1kazn\u00edkovi jsme p\u0159edlo\u017eili kalkulaci je\u0161t\u011b p\u0159edt\u00edm, ne\u017e utratil prvn\u00ed zlot\u00fd<\/h3>\n          <p>M\u00edsto toho, abychom za\u010dali s registrac\u00ed \u00fa\u010dtu, spo\u010d\u00edtali jsme n\u00e1klady na uveden\u00ed produktu na trhu na t\u0159ech platform\u00e1ch: provize, logistika, rezerva na vr\u00e1cen\u00e9 zbo\u017e\u00ed a po\u017eadovan\u00e1 cena, aby se produkt dostal na prvn\u00ed str\u00e1nku v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed.<\/p>\n      <p>Na Amazon.de nutila cenov\u00e1 \u00farove\u0148 v dan\u00e9 kategorii sn\u00ed\u017eit cenu na 158 EUR. Po ode\u010dten\u00ed z\u00e1kladn\u00ed provize 15%, nemluv\u011b o n\u00e1kladech na marketing, logistiku a rezervu na vr\u00e1cen\u00e9 zbo\u017e\u00ed, zb\u00fdvalo <strong>\u22125,30 EUR za kus<\/strong>, prodej pod cenou v\u00fdroby.<\/p>\n      <p>Stejn\u00fd v\u00fdpo\u010det pro Kaufland.de vych\u00e1zel na 49,80 EUR za kus, co\u017e p\u0159edstavuje mar\u017ei 23,3%. Rozd\u00edl zp\u016fsobily t\u0159i faktory: ni\u017e\u0161\u00ed provize v dan\u00e9 kategorii, absence tlaku ze strany prodejc\u016f s sklady v N\u011bmecku a skute\u010dnost, \u017ee kone\u010dn\u00fd z\u00e1kazn\u00edk tam akceptuje del\u0161\u00ed dodac\u00ed lh\u016ftu, i kdy\u017e to je ten nejmen\u0161\u00ed probl\u00e9m.<\/p>\n          <div class=\"btop-cs__nie\"><strong>Co jsme neud\u011blali<\/strong>Nenavrhli jsme vstup na Amazon.de \u201ev men\u0161\u00edm m\u011b\u0159\u00edtku, na zkou\u0161ku\". Test na platform\u011b, kde tabulka vykazuje z\u00e1pornou mar\u017ei, nen\u00ed testem trhu, ale placen\u00fdm potvrzen\u00edm kalkulace. Pen\u00edze z tohoto rozpo\u010dtu \u0161ly na p\u0159\u00edpravu produktov\u00fdch dat.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-2 apress_row_class_4200349666aeaf601e5178\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_1200879866aeaf601e5203 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-decyzja-2\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 02<\/span>\n          <h3>Ne\u017e jsme cokoli vystavili, p\u0159epracovali jsme \u00fadaje o produktech<\/h3>\n          <p>Popisy produkt\u016f byly ps\u00e1ny pro polsk\u00e9 maloobchodn\u00ed z\u00e1kazn\u00edky: hodn\u011b marketingu, ne\u00fapln\u00e9 rozm\u011bry, chyb\u011bj\u00edc\u00ed technick\u00e9 parametry, kter\u00e9 preferuj\u00ed n\u011bmeck\u00e9 platformy. Doplnili jsme atributy, sjednotili jsme n\u00e1zvy variant a p\u0159elo\u017eili jsme texty s pou\u017eit\u00edm odborn\u00e9 terminologie, nikoli doslovn\u011b s vyu\u017eit\u00edm strojov\u00e9ho p\u0159ekladu.<\/p>\n      <p>Pr\u00e1ci jsme provedli najednou, pro oba kan\u00e1ly sou\u010dasn\u011b. Spu\u0161t\u011bn\u00ed OTTO Marketu ve t\u0159et\u00edm m\u011bs\u00edci tak trvalo pouze <strong>11 dn\u00ed<\/strong>.<\/p>\n          \n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--decyzja-3 apress_row_class_16761353906aeaf601e54c7\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_8699629446aeaf601e5557 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-decyzja-3\">\n<section class=\"btop-cs__section\">\n        \n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUT\u00cd 03<\/span>\n          <h3>Vstoupili jsme do jednoho kan\u00e1lu, druh\u00fd jsme p\u0159idali a\u017e po potvrzen\u00ed v\u00fdsledku<\/h3>\n          <p>Zah\u00e1jen\u00ed prodeje na Kaufland.de zahrnovalo 340 polo\u017eek (SKU) vybran\u00fdch podle mar\u017ee a rozm\u011br\u016f, nikoli cel\u00fd katalog. Teprve v kv\u011btnu, kdy\u017e jsme zaznamenali opakovan\u00e9 prodeje a stabiln\u00ed ukazatele \u00fa\u010dtu, jsme p\u0159idali zb\u00fdvaj\u00edc\u00edch 500 polo\u017eek. Na OTTO Market jsme vstoupili v srpnu s produkty, kter\u00e9 ji\u017e pro\u0161ly prov\u011brkou na prvn\u00edm prodejn\u00edm kan\u00e1lu.<\/p>\n          <div class=\"btop-cs__nie\"><strong>Co jsme neud\u011blali<\/strong>Zpo\u010d\u00e1tku jsme nezve\u0159ejnili cel\u00fd katalog. 840 z\u00e1znam\u016f na nov\u00e9m trhu znamen\u00e1 840 m\u00edst, kde se m\u016f\u017ee stejn\u00e1 chyba v datech opakovat, a jejich oprava po zve\u0159ejn\u011bn\u00ed stoj\u00ed v\u00edc ne\u017e jejich jednor\u00e1zov\u00e1 oprava p\u0159edem.<\/div>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--etapy apress_row_class_16294267956aeaf601e5859\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_9603503396aeaf601e58e8 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-etapy\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Pr\u016fb\u011bh<\/p>\n        <h2>Kl\u00ed\u010dov\u00e9 etapy.<\/h2>\n        <ol class=\"btop-cs__timeline\">\n          <li>\n            <span class=\"btop-cs__when\">\u00danor 2026<\/span>\n            <strong>V\u00fdpo\u010det n\u00e1klad\u016f na osloven\u00ed z\u00e1kazn\u00edk\u016f<\/strong>\n            Anal\u00fdza t\u0159\u00ed platforem: provize, logistika, cenov\u00e1 \u00farove\u0148, m\u00edstn\u00ed konkurence. Doporu\u010den\u00ed upustit od p\u016fvodn\u00edho pl\u00e1nu a jedn\u00e1n\u00ed s veden\u00edm klienta.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">\u00danor, b\u0159ezen 2026<\/span>\n            <strong>\u00dadaje o produktu a formality<\/strong>\n            Technick\u00e9 parametry, p\u0159eklady, registrace pro recyklaci a dokumentace po\u017eadovan\u00e1 na n\u011bmeck\u00e9m trhu.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">B\u0159ezen 2026<\/span>\n            <strong>Za\u010d\u00e1tek na Kaufland.de<\/strong>\n            Prvn\u00edch 340 SKU. Prvn\u00ed prodej 16 dn\u00ed po zve\u0159ejn\u011bn\u00ed.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">Duben, kv\u011bten 2026<\/span>\n            <strong>Sez\u00f3na a optimalizace<\/strong>\n            Vrchol jarn\u00edho prodeje, cenov\u00e9 korekce, prvn\u00ed kampan\u011b v dan\u00e9 kategorii. V kv\u011btnu bude p\u0159id\u00e1no zb\u00fdvaj\u00edc\u00edch 500 index\u016f.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">Srpen 2026<\/span>\n            <strong>OTTO Market<\/strong>\n            Druh\u00fd kan\u00e1l byl spu\u0161t\u011bn na z\u00e1klad\u011b ov\u011b\u0159en\u00fdch \u00fadaj\u016f za 11 dn\u00ed. Katalog obsahuje 840 polo\u017eek na obou kan\u00e1lech.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">Z\u00e1\u0159\u00ed, \u0159\u00edjen 2026<\/span>\n            <strong>P\u0159\u00edprava na dal\u0161\u00ed sez\u00f3nu<\/strong>\n            P\u0159esun sortimentu do podzimn\u00edch kategori\u00ed, anal\u00fdza polo\u017eek, kter\u00e9 se ani jednou neprodaly.\n          <\/li>\n        <\/ol>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--wykres apress_row_class_2600734666aeaf601e5c1f\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_4606698016aeaf601e5cab hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-wykres\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">V\u00fdsledky<\/p>\n        <h2>M\u011bs\u00ed\u010dn\u00ed obrat podle prodejn\u00edho kan\u00e1lu.<\/h2>\n      <div class=\"btop-cs__chart\">\n        <svg viewbox=\"0 0 760 334\" role=\"img\" aria-label=\"Sloupcov\u00fd graf: M\u011bs\u00ed\u010dn\u00ed obrat podle prodejn\u00edho kan\u00e1lu, obrat v tis. PLN \u00b7 2026. \u0158ady: Kaufland.de, OTTO Market.\">\n          <g stroke=\"#dce7ee\" stroke-width=\"1\"><line x1=\"64\" y1=\"262.0\" x2=\"744\" y2=\"262.0\"\/><line x1=\"64\" y1=\"213.6\" x2=\"744\" y2=\"213.6\"\/><line x1=\"64\" y1=\"165.2\" x2=\"744\" y2=\"165.2\"\/><line x1=\"64\" y1=\"116.8\" x2=\"744\" y2=\"116.8\"\/><line x1=\"64\" y1=\"68.4\" x2=\"744\" y2=\"68.4\"\/><line x1=\"64\" y1=\"20.0\" x2=\"744\" y2=\"20.0\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"end\"><text x=\"54\" y=\"266.0\">0<\/text><text x=\"54\" y=\"217.6\">50<\/text><text x=\"54\" y=\"169.2\">100<\/text><text x=\"54\" y=\"120.8\">150<\/text><text x=\"54\" y=\"72.4\">200<\/text><text x=\"54\" y=\"24.0\">250<\/text><\/g>\n          <g fill=\"#42b1e6\"><rect x=\"148.3\" y=\"220.4\" width=\"28.0\" height=\"41.6\" rx=\"3\"\/><rect x=\"223.9\" y=\"157.5\" width=\"28.0\" height=\"104.5\" rx=\"3\"\/><rect x=\"299.4\" y=\"76.1\" width=\"28.0\" height=\"185.9\" rx=\"3\"\/><rect x=\"375.0\" y=\"34.5\" width=\"28.0\" height=\"227.5\" rx=\"3\"\/><rect x=\"450.6\" y=\"82.0\" width=\"28.0\" height=\"180.0\" rx=\"3\"\/><rect x=\"526.1\" y=\"111.0\" width=\"28.0\" height=\"151.0\" rx=\"3\"\/><rect x=\"601.7\" y=\"125.5\" width=\"28.0\" height=\"136.5\" rx=\"3\"\/><rect x=\"677.2\" y=\"138.1\" width=\"28.0\" height=\"123.9\" rx=\"3\"\/><\/g>\n        <g fill=\"#1c6d95\"><rect x=\"556.1\" y=\"227.2\" width=\"28.0\" height=\"34.8\" rx=\"3\"\/><rect x=\"631.7\" y=\"179.7\" width=\"28.0\" height=\"82.3\" rx=\"3\"\/><rect x=\"707.2\" y=\"165.2\" width=\"28.0\" height=\"96.8\" rx=\"3\"\/><\/g>\n          <g class=\"btop-cs__axis\" text-anchor=\"middle\"><text x=\"101.8\" y=\"284\">II<\/text><text x=\"177.3\" y=\"284\">III<\/text><text x=\"252.9\" y=\"284\">IV<\/text><text x=\"328.4\" y=\"284\">V<\/text><text x=\"404.0\" y=\"284\">VI<\/text><text x=\"479.6\" y=\"284\">VII<\/text><text x=\"555.1\" y=\"284\">VIII<\/text><text x=\"630.7\" y=\"284\">IX<\/text><text x=\"706.2\" y=\"284\">X<\/text><\/g>\n          <text class=\"btop-cs__axis\" x=\"64\" y=\"328\">obrat v tis. PLN \u00b7 2026<\/text>\n        <\/svg>\n        <div class=\"btop-cs__legend\"><span><i style=\"background:#42b1e6\"><\/i>Kaufland.de<\/span><span><i style=\"background:#1c6d95\"><\/i>OTTO Market<\/span><\/div>\n      <\/div>\n        <p class=\"btop-cs__note\">Pokles po \u010dervnu je d\u00e1n sez\u00f3nnost\u00ed t\u00e9to kategorie, nejde o zhor\u0161en\u00ed v\u00fdsledk\u016f. Z\u00e1kazn\u00edk zat\u00edm nem\u00e1 s \u010d\u00edm srovn\u00e1vat meziro\u010dn\u011b, je to toti\u017e prvn\u00ed sez\u00f3na na tomto trhu.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--tabela apress_row_class_1117106666aeaf601e6008\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_13558444886aeaf601e6091 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-tabela\">\n<section class=\"btop-cs__section\">\n        <h2>V\u00fdpo\u010det p\u0159ed startem. Referen\u010dn\u00ed index, v\u00fdrobn\u00ed n\u00e1klady 125 EUR.<\/h2>\n        <div class=\"btop-cs__wrap\">\n          <table>\n            <thead><tr><th>\u00dadaje o autorovi<\/th><th>Amazon.de<\/th><th>Kaufland.de<\/th><th>Zm\u011bna<\/th><\/tr><\/thead>\n            <tbody><tr><td>Provize v kategorii<\/td><td>15,0%<\/td><td>11,5%<\/td><td>\u22123,5 procentn\u00edho bodu.<\/td><\/tr><tr><td>Cena pot\u0159ebn\u00e1 k tomu, aby se str\u00e1nka dostala na prvn\u00ed str\u00e1nku v\u00fdsledk\u016f vyhled\u00e1v\u00e1n\u00ed<\/td><td>158 EUR<\/td><td>214 EUR<\/td><td>+56 EUR<\/td><\/tr><tr><td>Logistick\u00e9 n\u00e1klady na bal\u00edk<\/td><td>12,60 EUR<\/td><td>12,60 EUR<\/td><td>,<\/td><\/tr><tr><td>Rezerva na vr\u00e1cen\u00e9 zbo\u017e\u00ed, za kus<\/td><td>2,00 EUR<\/td><td>2,00 EUR<\/td><td>,<\/td><\/tr><tr><td>Mar\u017ee na kus<\/td><td>\u22125,30 EUR<\/td><td>49,80 EUR<\/td><td>+55,10 EUR<\/td><\/tr><tr><td>Procentn\u00ed mar\u017ee<\/td><td>\u22123,41 TP3T<\/td><td>23,3%<\/td><td>+26,7 procentn\u00edch bod\u016f.<\/td><\/tr><tr><td>Prodejci s m\u00edstn\u00edm skladem v TOP 10<\/td><td>7<\/td><td>2<\/td><td>\u22125<\/td><\/tr><\/tbody>\n          <\/table>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--podsumowanie apress_row_class_17539498156aeaf601e63d8\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_8516476876aeaf601e6460 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-podsumowanie\">\n<section class=\"btop-cs__section\">\n        <h2>Jak jsme to ud\u011blali.<\/h2>\n        <p>Za\u010dali jsme t\u00edm, \u017ee jsme zpochybnili ji\u017e p\u0159ijat\u00e9 rozhodnut\u00ed \u2013 to byl nejt\u011b\u017e\u0161\u00ed moment cel\u00e9ho projektu. V\u00fdpo\u010det n\u00e1klad\u016f na osloven\u00ed z\u00e1kazn\u00edk\u016f trval dva t\u00fddny a u\u0161et\u0159il klientovi celou sez\u00f3nu na platform\u011b, na kter\u00e9 by nic nevyd\u011blal. Pot\u00e9 jsme jednou a pro oba kan\u00e1ly uspo\u0159\u00e1dali produktov\u00e1 data, a to byla jedin\u00e1 pr\u00e1ce, ke kter\u00e9 jsme se ji\u017e nemuseli vracet. Kan\u00e1ly jsme p\u0159id\u00e1vali jeden po druh\u00e9m, ka\u017ed\u00fd na z\u00e1klad\u011b ji\u017e ov\u011b\u0159en\u00e9 datab\u00e1ze.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powtarzalnosc apress_row_class_1206603036aeaf601e678b\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_16754568436aeaf601e6811 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-powtarzalnosc\">\n<section class=\"btop-cs__section\">\n        <p class=\"btop-cs__eyebrow\">Opakovatelnost<\/p>\n        <h2>Pro\u010d si mysl\u00edme, \u017ee to nebyla n\u00e1hoda.<\/h2>\n        <div class=\"btop-cs__grid3\"><div class=\"btop-cs__card\"><h3>V\u00fdpo\u010det p\u0159ed vstupem na platformu, ne a\u017e po n\u011bm<\/h3><p>Provizi, logistiku, n\u00e1klady na vr\u00e1cen\u00ed zbo\u017e\u00ed a po\u017eadovanou cenovou hladinu lze spo\u010d\u00edtat je\u0161t\u011b p\u0159ed zalo\u017een\u00edm \u00fa\u010dtu. Vytvo\u0159en\u00ed t\u00e9to tabulky zabere n\u011bkolik pracovn\u00edch dn\u016f a n\u011bkdy je to jedin\u00e1 v\u011bc, kter\u00e1 odd\u011bluje z\u00e1kazn\u00edka od promarn\u011bn\u00e9 sez\u00f3ny.<\/p><\/div><div class=\"btop-cs__card\"><h3>Jednotn\u00e9 \u00fadaje o produktech, mnoho kan\u00e1l\u016f<\/h3><p>D\u00edky p\u0159ehledn\u00e9 datab\u00e1zi atribut\u016f lze druh\u00fd marketplace spustit b\u011bhem n\u011bkolika dn\u016f \u010di t\u00fddn\u016f, nikoli m\u011bs\u00edc\u016f. N\u00e1klady na tuto pr\u00e1ci se vynakl\u00e1daj\u00ed pouze jednou, zat\u00edmco p\u0159\u00ednos se projev\u00ed u ka\u017ed\u00e9ho dal\u0161\u00edho kan\u00e1lu.<\/p><\/div><div class=\"btop-cs__card\"><h3>Jeden kan\u00e1l najednou<\/h3><p>Soub\u011b\u017en\u00fd start na t\u0159ech platform\u00e1ch zn\u00e1sobuje ka\u017edou chybu v datech t\u0159ikr\u00e1t. Postupn\u00e9 zav\u00e1d\u011bn\u00ed prodlu\u017euje harmonogram o t\u00fddny a zkracuje seznam oprav o dal\u0161\u00ed t\u00fddny.<\/p><\/div><\/div>\n        <p class=\"btop-cs__note\"><strong>Co tento p\u0159\u00edpad nedokazuje:<\/strong> to nen\u00ed d\u016fvod k tomu, aby se Amazonu vyh\u00fdbat. V kategorii s odli\u0161nou cenovou strukturou a men\u0161\u00edmi rozm\u011bry by stejn\u00fd v\u00fdpo\u010det uk\u00e1zal Amazon jako kan\u00e1l prvn\u00ed volby.<\/p>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--cta apress_row_class_14773669606aeaf601e6c2b\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_16664814166aeaf601e6cb2 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-cta\">\n<section class=\"btop-cs__section\">\n        <div class=\"btop-cs__cta\">\n          <h2>V\u00ed\u0161, kolik ve skute\u010dnosti stoj\u00ed osloven\u00ed z\u00e1kazn\u00edka na tv\u00e9 platform\u011b?<\/h2>\n          <p>Vypo\u010d\u00edt\u00e1me provizi, logistiku, n\u00e1klady na vr\u00e1cen\u00ed zbo\u017e\u00ed a po\u017eadovanou cenovou hladinu pro va\u0161i kategorii na n\u011bkolika trz\u00edch. Obdr\u017e\u00edte tabulku a doporu\u010den\u00ed, a to i v p\u0159\u00edpad\u011b, \u017ee z\u00e1v\u011brem bude \u201enevstupovat na trh\".<\/p>\n          <a class=\"btop-cs__btn\" href=\"https:\/\/btop.pl\/cs\/kontaktujte-nas\/\">Objednejte si kalkulaci kan\u00e1l\u016f<\/a>\n        <\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div><br \/>\n<div data-row-text-color=\"dark\" style=\" \" class=\"vc_row wpb_row zolo_wpb_row vc_row-fluid btop-cs-row btop-cs-row--powiazane apress_row_class_3268661746aeaf601e706c\"><div class=\"zolo-container zolo_vc_container\"><div class=\"vc_row apcore_vc_row\"><div class=\"wpb_column vc_column_container vc_col-sm-12 apress_col_id_16130414436aeaf601e70f4 hover_style_none responsive_block_default\"><div class=\"layer vc_column-inner\"  ><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_raw_code wpb_raw_html wpb_content_element btop-cs-raw\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<div class=\"btop-cs btop-cs--row\" id=\"demo-01-kaufland-zamiast-amazona-powiazane\">\n<section class=\"btop-cs__section\">\n        <h2>Pod\u00edvejte se na dal\u0161\u00ed p\u0159\u00edpadov\u00e9 studie<\/h2>\n        <div class=\"btop-cs__related\"><a href=\"https:\/\/btop.pl\/cs\/audit-uctu\/\">Audit \u00fa\u010dt\u016f na tr\u017ei\u0161t\u00edch<span>Diagn\u00f3za p\u0159ed rozhodnut\u00edm o dal\u0161\u00edm postupu<\/span><\/a><a href=\"https:\/\/btop.pl\/cs\/kaufland\/\">Prodej v Kauflandu<span>Jak prob\u00edh\u00e1 p\u0159\u00edstup na tuto platformu<\/span><\/a><a href=\"https:\/\/btop.pl\/cs\/logisticky-audit\/\">Logistick\u00fd audit skladu<span>Kde ve skute\u010dnosti miz\u00ed pen\u00edze p\u0159i z\u00e1silk\u00e1ch<\/span><\/a><\/div>\n      <\/section>\n<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Z\u00e1kazn\u00edk cht\u011bl Amazon.de. Vypo\u010d\u00edtali jsme n\u00e1klady na osloven\u00ed z\u00e1kazn\u00edk\u016f a odradili jsme ho od toho. Kaufland.de a OTTO p\u0159inesly za dev\u011bt m\u011bs\u00edc\u016f spole\u010dn\u00e9 spolupr\u00e1ce obrat ve v\u00fd\u0161i 1,41 milionu zlot\u00fdch.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[],"class_list":["post-1793020097","post","type-post","status-publish","format-standard","hentry","category-case-studies"],"_links":{"self":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020097","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/comments?post=1793020097"}],"version-history":[{"count":1,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020097\/revisions"}],"predecessor-version":[{"id":1793020098,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/1793020097\/revisions\/1793020098"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media?parent=1793020097"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/categories?post=1793020097"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/tags?post=1793020097"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}