{"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-namiesto-amazonu","status":"publish","type":"post","link":"https:\/\/btop.pl\/sk\/kaufland-namiesto-amazonu\/","title":{"rendered":"Vypo\u010d\u00edtali sme n\u00e1klady na dopravu a odradili sme 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_6199571626aeaf6702c664\"><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_16714156776aeaf6702c79d 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_11063685106aeaf6702cd12\"><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_1522138346aeaf6702cdaa 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 mesiacov.<\/span><strong>1,41 mili\u00f3na zlot\u00fdch<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Vystaven\u00e9 SKU<\/span><strong>840<\/strong><\/div><div class=\"btop-cs__kpi\"><span>\u010cas do prv\u00e9ho predaja<\/span><strong>16 dn\u00ed<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Mar\u017ea po odpo\u010d\u00edtan\u00ed prov\u00edzie<\/span><strong>23,3%<\/strong><\/div><div class=\"btop-cs__kpi\"><span>Kan\u00e1ly<\/span><strong>2<\/strong><\/div><\/div>\n        <h1>Vypo\u010d\u00edtali sme n\u00e1klady na cestu a <em>odradili sme Amazon<\/em>.<\/h1>\n        <p class=\"btop-cs__lead\">V\u00fdrobca z\u00e1hradn\u00e9ho n\u00e1radia pri\u0161iel na Amazon.de s hotov\u00fdm rozpo\u010dtom. Po anal\u00fdze sme mu uk\u00e1zali tabu\u013eku, z ktorej vypl\u00fdvalo, \u017ee na tejto platforme zarob\u00ed\u2026 ni\u010d.<\/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: Nemecko<\/span><span class=\"btop-cs__tag\">Neust\u00e1la podpora<\/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_4836320636aeaf6702d0e5\"><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_1661630416aeaf6702d184 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 mal vo\u013en\u00e9 v\u00fdrobn\u00e9 kapacity mimo dom\u00e1cej sez\u00f3ny a vedenie spolo\u010dnosti sa rozhodlo: vstupujeme na Amazon.de. Rozpo\u010det bol schv\u00e1len\u00fd, term\u00edn stanoven\u00fd a na\u0161ou \u00falohou bolo len to zrealizova\u0165.<\/p>\n      <p>Probl\u00e9m sme zaznamenali u\u017e pri prvom kalkula\u010dnom h\u00e1rku. V jeho kateg\u00f3rii na Amazon.de bola cenov\u00e1 \u00farove\u0148 stanoven\u00e1 predajcami so skladmi v Nemecku, a to nie prostredn\u00edctvom slu\u017eby FBA. Pri exped\u00edcii z Po\u013eska, po zapo\u010d\u00edtan\u00ed prov\u00edzie platformy a n\u00e1kladov na potenci\u00e1lne vr\u00e1tenie tovaru klesala mar\u017ea vo v\u00e4\u010d\u0161ine kateg\u00f3ri\u00ed pod nulu.<\/p><\/div>\n          <div class=\"btop-cs__card\"><h3>O klientovi<\/h3><p>Po\u013esk\u00fd v\u00fdrobca z\u00e1hradn\u00edckeho n\u00e1radia s vlastn\u00fdm z\u00e1vodom. Stredn\u00e1 cenov\u00e1 kateg\u00f3ria, sortiment \u010diasto\u010dne pozost\u00e1va z rozmern\u00fdch v\u00fdrobkov, v\u00fdrazn\u00e1 sez\u00f3nnos\u0165 na jar.<\/p>\n      <p>Pred za\u010dat\u00edm spolupr\u00e1ce pred\u00e1val v\u00fdlu\u010dne v Po\u013esku a v t\u00edme nemal nikoho, kto by mal na starosti zahrani\u010dn\u00e9 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_2600526516aeaf6702d55f\"><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_15962248516aeaf6702d600 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\">\u010co sme urobili<\/p>\n        <h2>Rozhodnutia, ktor\u00e9 rozhodli o v\u00fdsledku.<\/h2>\n        <div class=\"btop-cs__step\">\n          <span class=\"btop-cs__no\">ROZHODNUTIE 01<\/span>\n          <h3>Z\u00e1kazn\u00edkovi sme uk\u00e1zali kalkul\u00e1ciu e\u0161te predt\u00fdm, ako zaplatil prv\u00fd zlot\u00fd<\/h3>\n          <p>Namiesto toho, aby sme za\u010dali s vytvoren\u00edm \u00fa\u010dtu, spo\u010d\u00edtali sme n\u00e1klady na zvidite\u013enenie produktu na troch platform\u00e1ch: prov\u00edzia, logistika, rezerva na vr\u00e1tenie tovaru a po\u017eadovan\u00e1 v\u00fd\u0161ka ceny, aby sa produkt dostal na prv\u00fa str\u00e1nku v\u00fdsledkov vyh\u013ead\u00e1vania.<\/p>\n      <p>Na Amazon.de cenov\u00e1 \u00farove\u0148 v danej kateg\u00f3rii n\u00fatila zn\u00ed\u017ei\u0165 cenu na 158 EUR. Po odpo\u010d\u00edtan\u00ed z\u00e1kladnej prov\u00edzie 15%, nehovoriac o marketingov\u00fdch n\u00e1kladoch, logistike a rezerv\u00e1ch na vr\u00e1tenie tovaru, zostalo <strong>\u22125,30 EUR za kus<\/strong>, predaj pod v\u00fdrobn\u00fdmi n\u00e1kladmi.<\/p>\n      <p>Ten ist\u00fd v\u00fdpo\u010det pre Kaufland.de dal v\u00fdsledok 49,80 EUR za kus, \u010do predstavuje mar\u017eu 23,3%. Rozdiel sp\u00f4sobili tri faktory: ni\u017e\u0161ia prov\u00edzia v danej kateg\u00f3rii, absencia tlaku zo strany predajcov so skladmi v Nemecku a skuto\u010dnos\u0165, \u017ee kone\u010dn\u00fd z\u00e1kazn\u00edk tam akceptuje dlh\u0161iu dodacie lehotu, hoci to je najmen\u0161\u00ed probl\u00e9m.<\/p>\n          <div class=\"btop-cs__nie\"><strong>\u010co sme neurobili<\/strong>Nepredlo\u017eili sme n\u00e1vrh na vstup na Amazon.de \u201ev men\u0161om rozsahu, na sk\u00fa\u0161ku\". Test na platforme, kde kalkul\u00e1cia vykazuje z\u00e1porn\u00fa mar\u017eu, nie je testom trhu, ale platen\u00fdm potvrden\u00edm kalkul\u00e1cie. Peniaze z tohto rozpo\u010dtu boli pou\u017eit\u00e9 na pr\u00edpravu \u00fadajov o produktoch.<\/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_3177833946aeaf6702da05\"><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_17044680646aeaf6702dac8 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\">ROZHODNUTIE 02<\/span>\n          <h3>Pred zverejnen\u00edm \u010dohoko\u013evek sme prepracovali \u00fadaje o produktoch<\/h3>\n          <p>Popisy produktov boli p\u00edsan\u00e9 pre po\u013esk\u00fdch maloobchodn\u00fdch z\u00e1kazn\u00edkov: ve\u013ea marketingov\u00fdch prvkov, ne\u00fapln\u00e9 rozmery, ch\u00fdbaj\u00face technick\u00e9 parametre, ktor\u00e9 preferuj\u00fa nemeck\u00e9 platformy. Doplnili sme atrib\u00faty, zjednotili sme n\u00e1zvy variantov a prelo\u017eili sme obsah s pou\u017eit\u00edm odborn\u00fdch term\u00ednov, nie doslovne s vyu\u017eit\u00edm strojov\u00e9ho prekladu.<\/p>\n      <p>T\u00fato pr\u00e1cu sme vykonali naraz, pre oba kan\u00e1ly s\u00fa\u010dasne. Spustenie OTTO Marketu v tre\u0165om mesiaci preto trvalo len <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_296229566aeaf6702df0b\"><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_11266117946aeaf6702dfaa 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\">ROZHODNUTIE 03<\/span>\n          <h3>Do jedn\u00e9ho kan\u00e1la sme vst\u00fapili, druh\u00fd sme pridali po potvrden\u00ed v\u00fdsledku<\/h3>\n          <p>Spustenie na Kaufland.de zah\u0155\u0148alo 340 SKU vybran\u00fdch na z\u00e1klade mar\u017ee a rozmerov, nie cel\u00fd katal\u00f3g. A\u017e v m\u00e1ji, ke\u010f sme zaznamenali opakovan\u00fd predaj a stabiln\u00e9 ukazovatele \u00fa\u010dtu, sme pridali zvy\u0161n\u00fdch 500 polo\u017eiek. Na port\u00e1li OTTO Market sme za\u010dali v auguste s produktmi, ktor\u00e9 u\u017e pre\u0161li testom na prvom kan\u00e1li.<\/p>\n          <div class=\"btop-cs__nie\"><strong>\u010co sme neurobili<\/strong>Na za\u010diatku sme nezverejnili cel\u00fd katal\u00f3g. 840 z\u00e1znamov na novom trhu znamen\u00e1 840 miest, kde sa m\u00f4\u017ee t\u00e1 ist\u00e1 chyba v \u00fadajoch zopakova\u0165, a ich oprava po zverejnen\u00ed stoj\u00ed viac, ako keby sme to urobili raz, e\u0161te predt\u00fdm.<\/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_7022084636aeaf6702e376\"><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_13745027866aeaf6702e40c 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\">Priebeh<\/p>\n        <h2>K\u013e\u00fa\u010dov\u00e9 etapy.<\/h2>\n        <ol class=\"btop-cs__timeline\">\n          <li>\n            <span class=\"btop-cs__when\">Febru\u00e1r 2026<\/span>\n            <strong>V\u00fdpo\u010det n\u00e1kladov na dopravu<\/strong>\n            Anal\u00fdza troch platforiem: prov\u00edzie, logistika, cenov\u00e1 \u00farove\u0148, miestna konkurencia. Odpor\u00fa\u010danie upusti\u0165 od p\u00f4vodn\u00e9ho pl\u00e1nu a rozhovor s veden\u00edm klienta.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">Febru\u00e1r, marec 2026<\/span>\n            <strong>\u00dadaje o produkte a administrat\u00edvne n\u00e1le\u017eitosti<\/strong>\n            Technick\u00e9 parametre, preklady, registr\u00e1cia na \u00fa\u010dely recykl\u00e1cie a dokument\u00e1cia po\u017eadovan\u00e1 na nemeckom trhu.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">marec 2026<\/span>\n            <strong>Za\u010diatok na Kaufland.de<\/strong>\n            Prv\u00fdch 340 SKU. Prv\u00fd predaj 16 dn\u00ed po zverejnen\u00ed.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">apr\u00edl, m\u00e1j 2026<\/span>\n            <strong>Sez\u00f3na a optimaliz\u00e1cia<\/strong>\n            Vrchol jarn\u00e9ho predaja, cenov\u00e9 korekcie, prv\u00e9 kampane v danej kateg\u00f3rii. V m\u00e1ji bude pridan\u00fdch zvy\u0161n\u00fdch 500 indexov.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">august 2026<\/span>\n            <strong>OTTO Market<\/strong>\n            Druh\u00fd kan\u00e1l bol spusten\u00fd na z\u00e1klade overen\u00fdch \u00fadajov za 11 dn\u00ed. Katal\u00f3g obsahuje 840 SKU na oboch kan\u00e1loch.\n          <\/li>\n          <li>\n            <span class=\"btop-cs__when\">September, okt\u00f3ber 2026<\/span>\n            <strong>Pr\u00edprava na nasleduj\u00facu sez\u00f3nu<\/strong>\n            Prechod sortimentu na jesenn\u00e9 kateg\u00f3rie, anal\u00fdza polo\u017eiek, ktor\u00e9 sa ani raz nepredali.\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_18874196896aeaf6702e815\"><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_2351343466aeaf6702e8a6 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>Mesa\u010dn\u00fd obrat pod\u013ea kan\u00e1la.<\/h2>\n      <div class=\"btop-cs__chart\">\n        <svg viewbox=\"0 0 760 334\" role=\"img\" aria-label=\"St\u013apcov\u00fd graf: Mesa\u010dn\u00fd obrat pod\u013ea kan\u00e1la, obrat v tis. PLN \u00b7 2026. S\u00e9ria: 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 j\u00fani je sp\u00f4soben\u00fd sez\u00f3nnos\u0165ou tejto kateg\u00f3rie, nie zhor\u0161en\u00edm v\u00fdsledkov. V medziro\u010dnom porovnan\u00ed z\u00e1kazn\u00edk e\u0161te nem\u00e1 s \u010d\u00edm porovn\u00e1va\u0165, ide o prv\u00fa sez\u00f3nu 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_6282193466aeaf6702ecbe\"><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_3787911576aeaf6702ed5a 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 pred \u0161tartom. Referen\u010dn\u00fd index, v\u00fdrobn\u00e9 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>Zmena<\/th><\/tr><\/thead>\n            <tbody><tr><td>Prov\u00edzia v kateg\u00f3rii<\/td><td>15,0%<\/td><td>11,5%<\/td><td>\u22123,5 p.p.<\/td><\/tr><tr><td>Cena potrebn\u00e1 na umiestnenie na 1. str\u00e1nke<\/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\u00e1tenie tovaru, za kus<\/td><td>2,00 EUR<\/td><td>2,00 EUR<\/td><td>,<\/td><\/tr><tr><td>Mar\u017ea na kus<\/td><td>\u22125,30 EUR<\/td><td>49,80 EUR<\/td><td>+55,10 EUR<\/td><\/tr><tr><td>Mar\u017ea v percent\u00e1ch<\/td><td>\u22123,4%<\/td><td>23,3%<\/td><td>+26,7 p.p.<\/td><\/tr><tr><td>Predajcovia s miestnym skladom 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_10977083236aeaf6702f182\"><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_12533327126aeaf6702f22d 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>Ako sme to urobili.<\/h2>\n        <p>Za\u010dali sme t\u00fdm, \u017ee sme spochybnili u\u017e prijat\u00e9 rozhodnutie \u2013 to bol naj\u0165a\u017e\u0161\u00ed moment cel\u00e9ho projektu. V\u00fdpo\u010det n\u00e1kladov na oslovenie z\u00e1kazn\u00edkov trval dva t\u00fd\u017edne a klientovi to u\u0161etrilo jednu sez\u00f3nu na platforme, na ktorej by nezarobil ni\u010d. Potom sme raz a nav\u017edy usporiadali \u00fadaje o produktoch pre oba kan\u00e1ly a bola to jedin\u00e1 \u00faloha, ku ktorej sme sa u\u017e nemuseli vraca\u0165. Kan\u00e1ly sme prid\u00e1vali jeden po druhom, ka\u017ed\u00fd na z\u00e1klade u\u017e overenej datab\u00e1zy.<\/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_9583447896aeaf6702f63c\"><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_2143731496aeaf6702f6d6 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\">Opakovate\u013enos\u0165<\/p>\n        <h2>Pre\u010do si mysl\u00edme, \u017ee to nebola n\u00e1hoda.<\/h2>\n        <div class=\"btop-cs__grid3\"><div class=\"btop-cs__card\"><h3>V\u00fdpo\u010det pred vstupom na platformu, nie a\u017e po \u0148om<\/h3><p>Prov\u00edziu, logistiku, n\u00e1klady na vr\u00e1tenie tovaru a po\u017eadovan\u00fa v\u00fd\u0161ku ceny je mo\u017en\u00e9 vypo\u010d\u00edta\u0165 e\u0161te pred zriaden\u00edm \u00fa\u010dtu. Vypracovanie tejto tabu\u013eky trv\u00e1 nieko\u013eko pracovn\u00fdch dn\u00ed a niekedy je to jedin\u00e1 vec, ktor\u00e1 odde\u013euje z\u00e1kazn\u00edka od stratenej sez\u00f3ny.<\/p><\/div><div class=\"btop-cs__card\"><h3>Jednotn\u00e9 \u00fadaje o produktoch, viacero kan\u00e1lov<\/h3><p>V\u010faka preh\u013eadnej datab\u00e1ze atrib\u00fatov sa druh\u00fd trh spust\u00ed za nieko\u013eko dn\u00ed alebo t\u00fd\u017ed\u0148ov, nie mesiacov. N\u00e1klady na t\u00fato pr\u00e1cu sa vynakladaj\u00fa len raz, pr\u00ednos sa v\u0161ak prejav\u00ed pri ka\u017edom \u010fal\u0161om kan\u00e1li.<\/p><\/div><div class=\"btop-cs__card\"><h3>Jeden kan\u00e1l naraz<\/h3><p>S\u00fabe\u017en\u00fd \u0161tart na troch platform\u00e1ch zn\u00e1sobuje ka\u017ed\u00fa chybu v \u00fadajoch trojn\u00e1sobne. Postupn\u00e9 sp\u00fa\u0161\u0165anie predl\u017euje harmonogram o t\u00fd\u017edne a skracuje zoznam opr\u00e1v o \u010fal\u0161ie t\u00fd\u017edne.<\/p><\/div><\/div>\n        <p class=\"btop-cs__note\"><strong>\u010co tento pr\u00edpad nedokazuje:<\/strong> To nie je d\u00f4vod na to, aby sa Amazon obch\u00e1dzal. V kateg\u00f3rii s odli\u0161nou cenovou \u0161trukt\u00farou a men\u0161\u00edmi rozmermi by ten ist\u00fd v\u00fdpo\u010det uk\u00e1zal Amazon ako kan\u00e1l prvej vo\u013eby.<\/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_9035494176aeaf6702fafc\"><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_1124019646aeaf6702fb8e 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>Viete, ko\u013eko skuto\u010dne stoj\u00ed oslovenie z\u00e1kazn\u00edka na va\u0161ej platforme?<\/h2>\n          <p>Vypo\u010d\u00edtame prov\u00edziu, logistiku, n\u00e1klady na vr\u00e1tenie tovaru a po\u017eadovan\u00fa cenov\u00fa \u00farove\u0148 pre va\u0161u kateg\u00f3riu na viacer\u00fdch trhoch. Dostanete preh\u013ead a odpor\u00fa\u010danie, a to aj v pr\u00edpade, \u017ee z\u00e1verom bude \u201enevstupova\u0165\".<\/p>\n          <a class=\"btop-cs__btn\" href=\"https:\/\/btop.pl\/sk\/kontaktujte-nas\/\">Objednajte si kalkul\u00e1ciu kan\u00e1lov<\/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_18589552246aeaf6702ffc5\"><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_20709622916aeaf67030057 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>Pozrite si \u010fal\u0161ie pr\u00edpadov\u00e9 \u0161t\u00fadie<\/h2>\n        <div class=\"btop-cs__related\"><a href=\"https:\/\/btop.pl\/sk\/audit-uctov\/\">Audit \u00fa\u010dtov na trhovisku<span>Diagn\u00f3za pred rozhodnut\u00edm o rozvoji<\/span><\/a><a href=\"https:\/\/btop.pl\/sk\/kaufland\/\">Predaj v Kauflande<span>Ako prebieha prihl\u00e1senie na t\u00fato platformu<\/span><\/a><a href=\"https:\/\/btop.pl\/sk\/logisticky-audit\/\">Logistick\u00fd audit skladu<span>Kde sa v skuto\u010dnosti str\u00e1caj\u00fa peniaze pri z\u00e1sielkach<\/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>Klient chcel Amazon.de. Vypo\u010d\u00edtali sme n\u00e1klady na oslovenie z\u00e1kazn\u00edkov a odradili sme ho od toho. Kaufland.de a OTTO dosiahli za dev\u00e4\u0165 mesiacov spolo\u010dnej spolupr\u00e1ce obrat 1,41 mili\u00f3na 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\/sk\/wp-json\/wp\/v2\/posts\/1793020097","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/comments?post=1793020097"}],"version-history":[{"count":1,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/1793020097\/revisions"}],"predecessor-version":[{"id":1793020098,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/posts\/1793020097\/revisions\/1793020098"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/media?parent=1793020097"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/categories?post=1793020097"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/sk\/wp-json\/wp\/v2\/tags?post=1793020097"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}