{"id":5322,"date":"2022-12-12T17:20:30","date_gmt":"2022-12-12T15:20:30","guid":{"rendered":"https:\/\/easy-sales.com\/blog\/ro\/?p=5322"},"modified":"2022-12-12T17:20:32","modified_gmt":"2022-12-12T15:20:32","slug":"segmentarea-clientilor","status":"publish","type":"post","link":"https:\/\/easy-sales.com\/blog\/ro\/segmentarea-clientilor\/","title":{"rendered":"Segmentarea clien\u021bilor: ce este \u0219i cum \u00ee\u021bi poate ajuta afacerea?"},"content":{"rendered":"\n<p>Pentru a r\u0103m\u00e2ne relevante pe o pia\u021b\u0103 tot mai aglomerat\u0103, companiile\u00a0dezvolt\u0103 \u0219i implementeaz\u0103 strategii de marketing concentrate pe client. Acestea au un impact asupra experien\u021bei de shopping al clientului. Pentru ca aceste campanii s\u0103 fie eficiente, cunoa\u0219terea publicului, a preferin\u021belor \u0219i comportamentului acestuia este foarte important\u0103. Un rol important \u00een acest proces de cunoa\u0219tere \u00eel are segmentarea clien\u021bilor.<\/p>\n\n\n\n<p>Baza de date este cea care te ajut\u0103 s\u0103 maximizezi v\u00e2nz\u0103rile, prin stabilirea rela\u021biilor solide cu clien\u021bii t\u0103i. Este mijlocul prin care po\u021bi construi o rela\u021bie pe termen lung \u00eentre produsul t\u0103u \u0219i consumatorii t\u0103i.<\/p>\n\n\n\n<p>Segmentarea clien\u021bilor \u00eenseamn\u0103 \u00eemp\u0103r\u021birea publicul t\u0103u \u00een categorii mai mici, care au caracteristici similare. Practic, aceasta reprezint\u0103 organizarea bazei de date pe anumite criterii.<\/p>\n\n\n\n<h3>Criteriie de baza pentru o segmentare corect\u0103:<\/h3>\n\n\n\n<p>Criteriile \u00een func\u021bie de care se realizeaz\u0103 segmentarea clien\u021bilor pot diferi de la o companie la alta, dar cele mai importante sunt:<\/p>\n\n\n\n<ul>\n<li>Geografic: \u021bar\u0103\/ ora\u0219, urban\/ rural<\/li>\n\n\n\n<li>Demografic: v\u00e2rst\u0103, religie, sex, venit, tip socio-economic, educa\u021bie, m\u0103rime\/ statut familie<\/li>\n\n\n\n<li>Psihografic: stil de via\u021b\u0103, interese, hobby-uri, opinii<\/li>\n\n\n\n<li>Comportamental: sensibilitatea la pre\u021b, stilul de cump\u0103rare, rata de utilizare<\/li>\n\n\n\n<li>Mass-media: social media, televiziunea, presa scris\u0103, preferin\u021bele motorului de c\u0103utare.<\/li>\n<\/ul>\n\n\n\n<p>Este destul de greu s\u0103 r\u0103spunzi cerin\u021belor fiec\u0103rui client \u00een parte, mai ales \u00een cazul \u00een care trebuie s\u0103 gestionezi un volum mare de informa\u021bii \u0219i de conexiuni. <\/p>\n\n\n\n<p>Din acest motiv, segmentarea clien\u021bilor \u00een diferite grupuri poate fi o solu\u021bie pentru afacerea ta. \u0218i po\u021bi face asta prin categorisirea lor \u00een func\u021bie de mai multe criterii pe care le-am men\u021bionat mai sus. <\/p>\n\n\n\n<p>Pentru a valorifica la maxim aceast\u0103 segmentare trebuie s\u0103 tratezi fiecare grup \u00een mod diferit. Prin urmare, strategia ta de marketing trebuie s\u0103 con\u021bin\u0103 tactici \u0219i mesaje diferite, care s\u0103 se plieze pe fiecare categorie \u00een parte.<\/p>\n\n\n\n<p>Exploatarea valorii fiec\u0103rui client este scopul t\u0103u final. Obiectiv greu de realizat dac\u0103 segmentarea nu este f\u0103cut\u0103 corect \u0219i nu poate fi adaptat\u0103. Trebuie s\u0103-\u021bi \u00een\u021belegi clientul, s\u0103 personalizezi fiecare mesaj \u00een func\u021bie de ac\u021biunile sale recente, preferin\u021bele personale \u0219i multe altele.<\/p>\n\n\n\n<h2><strong>Segmentarea clien\u021bilor \u00een timp real<\/strong><\/h2>\n\n\n\n<p>Publicul t\u0103u nu st\u0103 pe loc, \u00ee\u0219i schimb\u0103 preferin\u021bele, iar tu trebuie s\u0103 \u021bii pasul \u0219i s\u0103 r\u0103m\u00e2i relevant \u00een ochii lui. Iar tehnologia de ast\u0103zi, iar CRM-urile speciale pentru B2C \u00ee\u021bi permit acest lucru. Segmentarea \u00een timp real a clien\u021bilor, pe m\u0103sur\u0103 ce ace\u0219tia interac\u021bioneaz\u0103 cu brandul t\u0103u. Aceasta \u00ee\u021bi permite s\u0103 trimi\u021bi unui mesaj automat, \u00een momentul \u00een care un utilizator apas\u0103 click pe un produs de pe site sau s\u0103 trimi\u021bi o reducere \u00a0\u00een cazul \u00een care un client abandoneaz\u0103 co\u0219ul.<\/p>\n\n\n\n<p>Vestea bun\u0103 este c\u0103 tehnologia de ast\u0103zi permite segmentarea pe mai multe canale \u0219i dispozitive, nu doar prin e-mail cum se f\u0103cea odinioar\u0103. Prin urmare, o campanie de marketing omnichannel este de recomandat.<\/p>\n\n\n\n<p>Un aspect important al segment\u0103rii este <strong><a href=\"https:\/\/www.marketingprofs.com\/articles\/2010\/3403\/segment-migration-where-your-customers-were-where-they-went-and-why\">migrarea modelelor de clien\u021bi<\/a><\/strong> dintr-un grup \u00een altul.<\/p>\n\n\n\n<p>Avem, pe de o parte, informa\u021biile legate de compania ta, legate de strategia de marketing, tacticile, mesajele \u0219i direc\u021bionarea lor. Pe de alt\u0103 parte, avem informa\u021biile legate de comportamentul clien\u021bilor, c\u00e2t de mult au cump\u0103rat, ce au cump\u0103rat, \u00een ce condi\u021bii etc. Analiza lor te ajut\u0103 s\u0103 \u00een\u021belegi cauzele migr\u0103rii unui client c\u0103tre o alt\u0103 categorie.<\/p>\n\n\n\n<p>Segmentarea clien\u021bilor \u0219i informa\u021biile ob\u021binute te pot ajuta pentru preg\u0103tirea urm\u0103toarei etape: direc\u021bionarea . Pe baza categoriilor de clien\u021bi, po\u021bi evalua care dintre ele poate r\u0103spunde mai bine ofertei tale, ce produse genereaz\u0103 mai mult profit, ce categorie prefer\u0103 brandul t\u0103u.<\/p>\n\n\n\n<p>Pozi\u021bionarea &#8211; dac\u0103 iei \u00een considerare segmentele primare selectate, po\u021bi defini plasarea produsului \u00een fa\u021ba fiec\u0103rui segment \u0219i te po\u021bi limita la cel mai valoros produs pentru categoria respectiv\u0103.<\/p>\n\n\n\n<h2><strong>Care sunt beneficiile segment<\/strong><strong>\u0103rii<\/strong><strong>?<\/strong><\/h2>\n\n\n\n<p>Dup\u0103 cum am spus \u0219i mai sus, cu ajutorul segment\u0103rii \u00ee\u021bi po\u021bi defini direc\u021bia \u0219i pozi\u021bionarea brandului t\u0103u.<\/p>\n\n\n\n<p>Potrivit unui studiu realizat de Accenture \u00een 2021, personalizarea este definitorie pentru alegerea unui brand. 91% dintre responden\u021bi au spus c\u0103 sunt mai predispu\u0219i s\u0103 fac\u0103 cump\u0103r\u0103turi de la branduri care ofer\u0103 o personalizare mai bun\u0103 fa\u021b\u0103 de cele care nu o fac.<\/p>\n\n\n\n<p>Informa\u021biile ob\u021binute \u00een urma segement\u0103rii clien\u021bilor \u0219i a comportamentului lor te vor ajuta s\u0103 oferi servicii personalizate pentru clien\u021bii t\u0103i.<\/p>\n\n\n\n<p>De asemenea, trebuie s\u0103 men\u021bion\u0103m rolul important al segment\u0103rii \u00een consolidarea rela\u021biilor cu clien\u021bii, diferen\u021bierea brandului t\u0103u de concuren\u021b\u0103, precum \u0219i \u00een extragerea tacticilor de marketing cu cel mai mare impact.<\/p>\n\n\n\n<p><a href=\"https:\/\/easy-sales.com\/\">easySales\u00a0<\/a>este un pioner \u00een automatizarea eCommerce. \u00ce\u021bi putem sprijini afacerea prin integr\u0103ri rapide cu multiple marketplace-uri, gestionarea facili\u0103 a stocurilor facturare rapid\u0103 \u0219i multe altele. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/easy-sales.com\/register\"><img data-dominant-color=\"cc4946\" data-has-transparency=\"true\" style=\"--dominant-color: #cc4946;\" decoding=\"async\" loading=\"lazy\" width=\"223\" height=\"50\" src=\"https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/11\/image.png\" alt=\"\" class=\"has-transparency wp-image-5293\"\/><\/a><\/figure><\/div>\n\n\n<p><strong>\u00cenregistreaz\u0103-te \u0219i testeaz\u0103 acum gratuit aplica\u021bia easySales timp de 14 zile \u0219i te vei convinge!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pentru a r\u0103m\u00e2ne relevante pe o pia\u021b\u0103 tot mai aglomerat\u0103, companiile\u00a0dezvolt\u0103 \u0219i implementeaz\u0103 strategii de marketing concentrate pe client. Acestea au un impact asupra experien\u021bei de shopping al clientului. Pentru ca aceste campanii s\u0103 fie eficiente, cunoa\u0219terea publicului, a preferin\u021belor \u0219i comportamentului acestuia este foarte important\u0103. Un rol important \u00een acest proces de cunoa\u0219tere \u00eel are segmentarea clien\u021bilor. Baza de date este cea care te ajut\u0103 s\u0103 maximizezi v\u00e2nz\u0103rile, prin stabilirea rela\u021biilor solide cu clien\u021bii t\u0103i. Este mijlocul prin care po\u021bi construi o rela\u021bie pe termen lung \u00eentre produsul t\u0103u \u0219i consumatorii t\u0103i. Segmentarea clien\u021bilor \u00eenseamn\u0103 \u00eemp\u0103r\u021birea publicul t\u0103u \u00een\u2026<\/p>\n","protected":false},"author":5,"featured_media":5323,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[12],"tags":[],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":5}},"acf":[],"featured_image_urls":{"full":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3.png",1563,842,false],"thumbnail":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-150x150.png",150,150,true],"medium":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-300x162.png",300,162,true],"medium_large":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-768x414.png",768,414,true],"large":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-1024x552.png",1024,552,true],"1536x1536":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-1536x827.png",1536,827,true],"2048x2048":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3.png",1563,842,false]},"post_excerpt_stackable":"<p>Pentru a r\u0103m\u00e2ne relevante pe o pia\u021b\u0103 tot mai aglomerat\u0103, companiile\u00a0dezvolt\u0103 \u0219i implementeaz\u0103 strategii de marketing concentrate pe client. Acestea au un impact asupra experien\u021bei de shopping al clientului. Pentru ca aceste campanii s\u0103 fie eficiente, cunoa\u0219terea publicului, a preferin\u021belor \u0219i comportamentului acestuia este foarte important\u0103. Un rol important \u00een acest proces de cunoa\u0219tere \u00eel are segmentarea clien\u021bilor. Baza de date este cea care te ajut\u0103 s\u0103 maximizezi v\u00e2nz\u0103rile, prin stabilirea rela\u021biilor solide cu clien\u021bii t\u0103i. Este mijlocul prin care po\u021bi construi o rela\u021bie pe termen lung \u00eentre produsul t\u0103u \u0219i consumatorii t\u0103i. Segmentarea clien\u021bilor \u00eenseamn\u0103 \u00eemp\u0103r\u021birea publicul t\u0103u \u00een&hellip;<\/p>\n","category_list":"<a href=\"https:\/\/easy-sales.com\/blog\/ro\/category\/sales-marketing\/\" rel=\"category tag\">Sales &amp; Marketing<\/a>","author_info":{"name":"easySales Team","url":"https:\/\/easy-sales.com\/blog\/ro\/author\/easysales\/"},"comments_num":"0 comments","featured_image_urls_v2":{"full":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3.png",1563,842,false],"thumbnail":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-150x150.png",150,150,true],"medium":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-300x162.png",300,162,true],"medium_large":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-768x414.png",768,414,true],"large":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-1024x552.png",1024,552,true],"1536x1536":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3-1536x827.png",1536,827,true],"2048x2048":["https:\/\/easy-sales.com\/blog\/ro\/wp-content\/uploads\/2022\/12\/Customer-Segmentation-Featured-Image-3.png",1563,842,false]},"post_excerpt_stackable_v2":"<p>Pentru a r\u0103m\u00e2ne relevante pe o pia\u021b\u0103 tot mai aglomerat\u0103, companiile\u00a0dezvolt\u0103 \u0219i implementeaz\u0103 strategii de marketing concentrate pe client. Acestea au un impact asupra experien\u021bei de shopping al clientului. Pentru ca aceste campanii s\u0103 fie eficiente, cunoa\u0219terea publicului, a preferin\u021belor \u0219i comportamentului acestuia este foarte important\u0103. Un rol important \u00een acest proces de cunoa\u0219tere \u00eel are segmentarea clien\u021bilor. Baza de date este cea care te ajut\u0103 s\u0103 maximizezi v\u00e2nz\u0103rile, prin stabilirea rela\u021biilor solide cu clien\u021bii t\u0103i. Este mijlocul prin care po\u021bi construi o rela\u021bie pe termen lung \u00eentre produsul t\u0103u \u0219i consumatorii t\u0103i. Segmentarea clien\u021bilor \u00eenseamn\u0103 \u00eemp\u0103r\u021birea publicul t\u0103u \u00een&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/easy-sales.com\/blog\/ro\/category\/sales-marketing\/\" rel=\"category tag\">Sales &amp; Marketing<\/a>","author_info_v2":{"name":"easySales Team","url":"https:\/\/easy-sales.com\/blog\/ro\/author\/easysales\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Segmentarea clien\u021bilor: ce este \u0219i cum \u00ee\u021bi poate ajuta afacerea?<\/title>\n<meta name=\"description\" content=\"Segmentarea clien\u021bilor este \u00eemp\u0103r\u021birea unei baze de clien\u021bi \u00een subgrupuri, care au anumite caracteristici, uneori similare.\" \/>\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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