\u00c7evrimd\u0131\u015f\u0131 i\u015finizi yeni mecrada test etmek veya \u00e7evrimi\u00e7i i\u015finize fiziksel bir varl\u0131k eklemeyi istiyor ancak maliyete ve ba\u011fl\u0131l\u0131\u011fa maruz kalmamay\u0131 d\u00fc\u015f\u00fcn\u00fcyorsan\u0131z, pop-up ma\u011faza bir \u00e7\u00f6z\u00fcm olabilir.\u00a0Bir pop-up, b\u00fcy\u00fck bir yat\u0131r\u0131m yapmadan \u00f6nce, \u00f6zellikle \u00fclkemizde Karadeniz kadar beklenmedik sonu\u00e7lar do\u011furan perakende sular\u0131n\u0131 test etmek i\u00e7in her \u00f6l\u00e7ekteki ve k\u0131s\u0131tl\u0131 b\u00fct\u00e7eye sahip i\u015fletmeler i\u00e7in eri\u015filebilir ve d\u00fc\u015f\u00fck riskli bir yoldur. Bir ma\u011faza, markan\u0131z\u0131 ve \u00fcr\u00fcnlerinizi yeni al\u0131\u015fveri\u015f\u00e7ilerin \u00f6n\u00fcne koyman\u0131za olanak tan\u0131r.
\nPop-up ma\u011fazac\u0131l\u0131\u011f\u0131n perakende markalar\u0131m\u0131z i\u00e7in geli\u015fen bir f\u0131rsat ekonomisi oldu\u011funu de\u011ferlendirebiliriz ama ben dikkatinizi ba\u015fka bir y\u00f6ne de \u00e7ekmek istiyorum.
\n\u00dclkemizde, \u00e7evrimd\u0131\u015f\u0131 markalar\u0131m\u0131z\u0131n g\u00fcn\u00fcn ko\u015fullar\u0131yla m\u00fccadele etmek i\u00e7in alternatif olarak g\u00f6r\u00fclen pop-up ma\u011fazalar\u0131n k\u0131sa bir s\u00fcre sonra fiziksel varl\u0131\u011f\u0131 olmayan \u00e7evrimi\u00e7i devasa perakende platformlar\u0131n\u0131n \u00e7evrimi\u00e7i rekabet\u00e7i fiyatlar ile mevcut m\u00fc\u015fteriler ile y\u00fcz y\u00fcze ileti\u015fim kurabilmek i\u00e7in kullanabilece\u011fi bir mecra olarak kar\u015f\u0131m\u0131za \u00e7\u0131kmalar\u0131 an meselesi olabilir. AVM\u2019lerde kapanan neredeyse her \u015feyi ile haz\u0131r ma\u011fazalar\u0131n tabelalar\u0131nda \u00e7ok yak\u0131nda .com uzat\u0131l\u0131 markalar\u0131 g\u00f6rmemiz yak\u0131nd\u0131r. .com uzant\u0131l\u0131 markalar pop-up ma\u011fazac\u0131l\u0131\u011f\u0131, \u00e7evrimd\u0131\u015f\u0131 sat\u0131\u015flar\u0131n d\u00fcnyas\u0131n\u0131 ke\u015ffetmek, belirli bir kal\u0131c\u0131 ma\u011faza yat\u0131r\u0131m taahh\u00fcd\u00fcne girmek zorunda kalmadan kendi i\u015fleri i\u00e7in anlaml\u0131 olup olmad\u0131\u011f\u0131na karar vermelerine yard\u0131mc\u0131 olmak i\u00e7in g\u00fcn\u00fcm\u00fcz ko\u015fullar\u0131n\u0131 da avantaja \u00e7evirerek \u00e7evrimd\u0131\u015f\u0131 perakendeye a\u00e7\u0131lan bir pencere olarak kullanabilirler. \u00c7evrimi\u00e7i perakende yapan platformlar\u0131n sundu\u011fu tek kanall\u0131 deneyimi \u00e7ok kanall\u0131 deneyime d\u00f6n\u00fc\u015ft\u00fcrme imk\u00e2n\u0131 bulmas\u0131 s\u00f6z konusu. Olu\u015fturduklar\u0131 \u00e7evrimi\u00e7i sad\u0131k ve etkile\u015fimli t\u00fcketici datas\u0131n\u0131 \u00e7evrimd\u0131\u015f\u0131 deneyimle tamamlayarak yepyeni bir a\u011f olu\u015fturabilir. T\u00fcketiciler, sosyal medyada, arama motorlar\u0131nda, yaz\u0131l\u0131 ve g\u00f6rsel her yerdeki \u00fcr\u00fcnler hakk\u0131nda bilgi bombard\u0131man\u0131na tutulurken, bir bak\u0131yor ki o bilgiyi sunan\u0131n ma\u011fazas\u0131 kar\u015f\u0131s\u0131nda\u2026<\/p>\n
Pop-up ma\u011fazan\u0131n t\u00fcketici \u00fczerinde psikolojik bir etkisinin de oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorum. K\u0131tl\u0131k, m\u00fc\u015fterinin m\u00fcnhas\u0131r veya ba\u015fka \u015fekilde s\u0131n\u0131rl\u0131 \u00fcr\u00fcnler sat\u0131n alma arzusu ile harekete ge\u00e7mesini sa\u011flayan kan\u0131tlanm\u0131\u015f bir sat\u0131\u015f takti\u011fidir. Kesin biti\u015f tarihi olan bir pop-up ma\u011fazas\u0131, m\u00fc\u015fterileri ma\u011fazay\u0131 ziyaret etmeye te\u015fvik eder.
\nPop-up ma\u011fazac\u0131l\u0131k \u00f6zellikle yeni \u00fcr\u00fcnler veya koleksiyonlar tan\u0131t\u0131rken, b\u00fcy\u00fck kampanyalar\u0131 ba\u015flat\u0131rken veya sadece marka bilinirli\u011fini art\u0131rmay\u0131 ama\u00e7larken de i\u015fe yarayacakt\u0131r.<\/p>\n
Pop-up ma\u011fazalar k\u00fc\u00e7\u00fck bir \u00f6n yat\u0131r\u0131m gerektiriyor ve bu da onlar\u0131 m\u00fckemmel bir test alan\u0131 haline getiriyor. M\u00fc\u015fteri profili, AVM\u2019nin \u00e7ekim g\u00fcc\u00fc gibi bir\u00e7ok bilinmeyeni test etmek i\u00e7in k\u00fc\u00e7\u00fck bir b\u00fct\u00e7e. Ba\u015far\u0131l\u0131 bir pop-up, i\u015fletmenin bulundu\u011fu AVM\u2019de geni\u015flemeye aday oldu\u011funa dair iyi bir g\u00f6sterge olabilir. Yeni bir i\u015fletmenin yapmas\u0131 gereken en \u00f6nemli \u015feylerden biri, \u00fcr\u00fcnlerine olan talebi do\u011frulamakt\u0131r ve ger\u00e7ek \u00fcr\u00fcn do\u011frulamas\u0131 ancak para, t\u00fcketiciden i\u015fletmeye do\u011fru el de\u011fi\u015ftirdi\u011finde ger\u00e7ekle\u015fir. Pop-up’lar ayr\u0131ca farkl\u0131 fiyatland\u0131rmalar\u0131, farkl\u0131 kampanyalar\u0131, farkl\u0131 \u00fcr\u00fcn gruplar\u0131n\u0131 ve sat\u0131\u015f fikirlerini test etmek i\u00e7in de en uygun mecralard\u0131r.<\/p>\n
Pop-up i\u00e7in do\u011fru yeri bulmak da \u00f6nemlidir. Dikkate al\u0131nmas\u0131 gereken \u00e7ok say\u0131da fakt\u00f6r var ve en \u00f6nemlilerinden biri, ma\u011faza i\u00e7in hangi alan\u0131n en anlaml\u0131 olaca\u011f\u0131n\u0131 belirlemektir. Pop-up ma\u011fazalar i\u00e7in kullan\u0131lan birka\u00e7 ortak alan vard\u0131r: Bo\u015falm\u0131\u015f ma\u011faza sadece kullan\u0131lmay\u0131 bekleyen bir perakende alan\u0131d\u0131r. Tek yapman\u0131z gereken markan\u0131za g\u00f6re ki\u015fiselle\u015ftirmek. Di\u011fer yandan, AVM ortak alanlar\u0131, oteller, toplu ula\u015f\u0131m toplanma merkezleri, \u015fehir meydanlar\u0131 da pop-up\u2019lar i\u00e7in en uygun alanlard\u0131r. Bu noktada, ki\u015fisel bir \u00f6nerimde, \u00fclkemizde \u00e7ok b\u00fcy\u00fck metrekareli ma\u011fazalarda, i\u00e7eri\u011fe katk\u0131 sa\u011flayacak harici i\u015fletmecilere pop-up alanlar\u0131 vererek ilave gelir elde edebilecekleri gibi mevcut m\u00fc\u015fterilerine yenilerini de katabilirler.<\/p>\n
Son olarak, g\u00f6zlemledi\u011fim birka\u00e7 ba\u015far\u0131l\u0131 pop-up ma\u011fazas\u0131ndan da bahsetmek istiyorum.<\/p>\n
DONDURMA M\u00dcZES\u0130 (MOIC)\u00a0<\/strong> <\/p>\n LOUIS VUITTON & SUPREME<\/strong> <\/p>\n","protected":false},"excerpt":{"rendered":" \u00c7evrimd\u0131\u015f\u0131 i\u015finizi yeni mecrada test etmek veya \u00e7evrimi\u00e7i i\u015finize fiziksel bir varl\u0131k eklemeyi istiyor ancak maliyete ve ba\u011fl\u0131l\u0131\u011fa maruz kalmamay\u0131 d\u00fc\u015f\u00fcn\u00fcyorsan\u0131z, pop-up ma\u011faza bir \u00e7\u00f6z\u00fcm olabilir.\u00a0Bir pop-up, b\u00fcy\u00fck bir yat\u0131r\u0131m yapmadan \u00f6nce, \u00f6zellikle \u00fclkemizde Karadeniz kadar beklenmedik sonu\u00e7lar do\u011furan perakende sular\u0131n\u0131 test etmek i\u00e7in her \u00f6l\u00e7ekteki ve k\u0131s\u0131tl\u0131 b\u00fct\u00e7eye sahip i\u015fletmeler i\u00e7in eri\u015filebilir ve d\u00fc\u015f\u00fck […]<\/p>\n","protected":false},"author":2,"featured_media":1508,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n
\n2016\u2019da New York\u2019ta a\u00e7\u0131l\u0131\u015f\u0131na kat\u0131ld\u0131\u011f\u0131m pop-up mekan, kal\u0131c\u0131 bir binas\u0131 veya koleksiyonu olmayan Museum of Ice Cream. MoIC, pop\u00fcler olan pop-up m\u00fcze konseptinin en ba\u015far\u0131l\u0131 \u00f6rneklerinden biri. Pop-up m\u00fcze kavram\u0131, geleneksel m\u00fcze anlay\u0131\u015f\u0131ndan olduk\u00e7a farkl\u0131 bir konsept. Pop-up m\u00fczeler, e\u011fitim veya ara\u015ft\u0131rma amac\u0131 g\u00fctmeyen, adeta ge\u00e7erken u\u011fray\u0131p \u2018\u2019burada foto\u011fraf \u00e7ekeyim\u2019\u2019 dedi\u011finiz sanatsal ve interaktif mekanlar\u0131 anlat\u0131yor. E\u011flence ve hayal g\u00fcc\u00fc odakl\u0131 olan Museum of Ice Cream, beliren pop-up ekranlar gibi s\u0131k s\u0131k de\u011fi\u015fen sergilemeler ve yeni a\u00e7\u0131lan \u015fubelerden olu\u015fuyor. A\u00e7\u0131l\u0131\u015f\u0131nda internet \u00fczerinden 30 bin bilet satm\u0131\u015f olmas\u0131 ve \u00fcst\u00fcne de 200 bin ki\u015filik bekleme listesi olu\u015fturmas\u0131 ba\u015fl\u0131 ba\u015f\u0131na bir ba\u015far\u0131 hikayesidir. Asl\u0131nda dondurma konusunda en rekabet\u00e7i piyasa say\u0131lacak Amerika\u2019da kalk\u0131\u015fma denebilecek bir ad\u0131md\u0131. \u00c7\u00fcnk\u00fc MoIC, \u015fu anda k\u00fclt\u00fcrel bir fenomendir ve perakende a\u00e7\u0131s\u0131ndan bak\u0131ld\u0131\u011f\u0131nda, MoIC, dondurma markas\u0131n\u0131 olarak 100 y\u0131ll\u0131k markalardan daha bilinir hale getirmi\u015ftir.<\/p>\n
\nLouis Vuitton ve k\u00fclt streetwear markas\u0131 Supreme’nin, pop-up turuyla ba\u015flatt\u0131klar\u0131 ortakl\u0131k ge\u00e7en y\u0131l moda d\u00fcnyas\u0131n\u0131 sarst\u0131. Mobil ma\u011fazan\u0131n b\u00fcy\u00fck a\u00e7\u0131l\u0131\u015f\u0131na yakla\u015f\u0131k 6 bin ki\u015fi kat\u0131lm\u0131\u015f ve bu i\u015f birli\u011fi Google\u2019\u0131n \u201cY\u0131l\u0131n En \u00c7ok Aranan 10 Moda Markas\u0131\u201dnda s\u0131ras\u0131yla ikinci ve \u00fc\u00e7\u00fcnc\u00fc s\u0131ray\u0131 Louis Vuitton ve Supreme\u2019e katm\u0131\u015ft\u0131r.
\n\u00d6zetle, pop-up kavram\u0131na hem AVM yat\u0131r\u0131mc\u0131s\u0131 hem de perakende markalar\u0131 a\u00e7\u0131s\u0131ndan salt dekorasyonu ile kalan ma\u011fazan\u0131n ge\u00e7icide olsa kiralanmas\u0131 olarak bakmamak gerekiyor. Pop-up ma\u011fazalar t\u00fcm taraflar i\u00e7in ba\u015far\u0131ya ula\u015facak yepyeni ba\u015flang\u0131\u00e7lar\u0131n\u0131n, beklemedik gelir f\u0131rsatlar\u0131n\u0131n ve yeni m\u00fc\u015fterilerin habercisi olabilir. Elbette, yukar\u0131da yazd\u0131\u011f\u0131m gibi tabelas\u0131nda .com yaz\u0131l\u0131 s\u00fcrprizlere de gebe olabilir.<\/p>\n