TTK Links: Home Page | TTK Moodle | ÕIS
TTK/UAS Repository For Digital Teaching and Learning Resources

Tehnoloogilised lahendused jaekaupluses müügitulemuste mõjurina

Männik, Linda (2015) Tehnoloogilised lahendused jaekaupluses müügitulemuste mõjurina. [thesis] [en] Technological solutions in retail stores as an impact on the sales results.

[img]
Preview
PDF - Published Version
Download (959kB) | Preview
[img]
Preview
PDF (lihtlitsents) - Supplemental Material
Download (105kB) | Preview

Abstract

KOKKUVÕTE Käesolevas töös käsitleb autor tehnoloogia arengu mõju jaekaubandusele. Autor keskendub ühele tehnoloogilise uuendusele, mida kasutatakse AS Sangar jaekauplustes. Töö teoreetilises osas tutvustab autor jaemüügi lühiajalugu, toob välja jaekaupluste ja internetipoodide sarnasusi ja erinevusi ning toob näiteid erinevatest tehnoloogilistest lahendustest. Autor keskendub AS Sangari jaekauplustes kasutatavale tehnoloogilisele uuendusele digitaalne assistent ning viimase seosele müügitulemustega. Seoses asjaoluga, et antud töövahendit ja selle kasutamist pole varasemalt põhjalikult uuritud, analüüsib töö autor digitaalse assistendi kasutamist ja selle seost müügitulemustega. Lisaks uuris autor AS Sangari kaupluste teenindaja-konsultantide hinnanguid antud töövahendile. Töö tulemusena leidis kinnitust püstitatud hüpotees, mis tõestas, et digitaalse assistendi kasutuskordade arvu ja kaupluse müügitehingute arvu vahel on positiivne keskmine seos. Antud tulemus tõestab, et digitaalse assistendi sagedasem kasutamine on seotud suurema müügitehingute arvuga AS Sangari jaekauplustes. Kinnitust leidsid ka ülejäänud autori poolt püstitatud hüpoteesid, mille kinnituseks selgus teenindaja-konsultantide hulgas läbiviidud küsitluse tulemusena, et AS Sangari teenindaja-konsultandid peavad digitaalset assistenti kasulikuks töövahendiks, mis võimaldab kaupluse tootevalikut paremini eksponeerida ning muudab klienditeeninduse kiiremaks ja mugavamaks. Küll aga ei kasuta kõik Tallinna AS Sangari kaupluste teenindaja-konsultandid digitaalsed assistenti sama palju. Sellest lähtuvalt pakub autor müügitehingute suurendamise üheks võimalikuks variandiks motiveerida ning suunata teenindaja-konsultante rohkem kasutama digitaalset assistenti. Kuna Sangari digitaalse assistendi kasutamine on vabatahtlik, siis peaks teenindaja-konsultante teavitama, et viimase sagedasem kasutamine on seotud suuremate müügitehingute arvuga, mis omakorda annab võimaluse suurendada teenindaja-konsultantidel isiklike müügitulemusi ning seeläbi ka tulemustasu. Veel ühe variandina pakub autor muuta digitaalse assistendi kasutamine kohustuslikuks toodete esitlemisel. Seoses asjaoluga, et digitaalne assistent mõjutab positiivselt müügitulemusi ja teenindaja- konsultandid peavad seda kasulikuks töövahendiks ning hindavad viimast positiivselt, usub autor, et digitaalse assistendi kasutamineAS Sangari jaekauplustes on ennast õigustanud ning ettevõttet positiivselt mõjutanud. Ainsa negatiivse aspektina tõid teenindaja-konsultandid esile digitaalse assistendi kasutamisel esinevaid tehnilisi probleeme, mille parendamisele soovitab autor ettevõttel rohkem tähelepanu pöörata. Antud töös on uuritud digitaalse assistendi kasutamist AS Sangari ettevõtte ning teenindaja-konsultantide seisukohast. Autor usub, et edasiarendusena oleks oluline uurida digitaalse assistendi kasutamist ning selle mõju ostuprotsessile ka kliendi seisukohast. Oluline oleks teada saada, kuidas klient tajub digitaalse assistendi kasulikkust, milline mõju on digitaalsel assistendi ettevõtte kuvandile ning saada klientidelt tagasisidet ja hinnanguid olemasolevate funktsioonide kohta ja informatsiooni võimalike digitaalse assistendi lisafunktsioonide ootustele ja vajaduste kohta.

Abstract [en]

SUMMARY In the given thesis the author examines the impact of technology on the retail sector. Analyses retail stores and e-commerce stores advantages and disadvantages, the importance of the technological solutions and their impact on sales. Autor focuses on technological innovation products, which are used in retail stores, also in Sangar PLC. In May 2013, a technological solution named digital assistant, was taken into use in Estonian company Sangar PLC retail stores, which main field of activity is production and sales of quality shirts. It is a technological solution, which sales consultants can use in their daily process to improve product display and selection, and have better overview of inventory. Previously there have not been conducted any in-depth studies regarding the usage of digital assistant, its impact on sales results and sales consultants feedback to the given technological solution. Therefore, the aim of this study is to examine the relationship between the usage of the digital assistant and the number of sales in Sangar PLC retail stores. In addition, the author examines the sales consultants’ evaluations and feedback to the technical solution. The first part of the study was conducted using correlation analysis, which measured the correlation between the usage of digital assistant and number of sales in retail stores. Correlation analysis measured the correlation between the number of sales in retail stores in Tallinn and the usage of digital assistant during 01.01.15-31.01.2015. In addition, the author examined the frequency of digital assistant usage in Sangar PLC retails stores based on the digital assistant usage login history. The survey which was conducted among Sangar PLC retails store sales consultants, was considered as the second part of the study. The aim of the survey was to identify the usage of the digital assistant and gather information from the sales consultants about how they evaluate the digital assistant as a tool in the sales process. The results confirmed the main hypothesis, which implied that the correlation between the usage of digital assistant and number of sales in stores, is a positive correlation. This result demonstrates that the digital assistant’s more frequent use is associated with higher number of sales in Sangar PLC retail stores. The results of the survey also confirmed that Sangar PLC sales consultants believe that digital assistant is a useful tool, that allows better product display in stores and makes sales process faster and more convenient. Consequently, the author suggests that the managers should inform the sales consultants about the results of this study and use it as a possible option to motivate and guide the sales consultants to use digital assistant more often. As using digital assistant is optional at the moment, sales consultants should be informed that using the digital assistant more frequently is related to increased numbers of sales. Sales consultants need to be notified that using digital assistant more frequently would help to improve their personal sales performance and therefore increase their salary. Another option that the author proposes to increase the usage of digital assistant, is to make the usage of digital assistant mandatory while presenting the products. Digital assistant has positively affected the number of sales, sales consultants consider it as a useful tool and evaluate it positively, therefore the author believes that using digital assistant in Sangar PLC retail stores has justified itself and has positive effect to company. The author believes that for further analysis and conculsions, it would be important to study the digital assistant’s impact on the process of purchasing on the client's point of view. It would be important to know how the customer perceives the benefits of the digital assistant and if the digital assistant has any impact on the company’s image. It would also be useful to receive feedback from the clients about their expectations and needs regarding the existing features and new possible functions of the digital assistant.

Item Type: thesis
Advisor: Kikas Heldi
Subjects: Clothing and Textiles > Field Studies
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Linda Männik
Date Deposited: 16 Jun 2015 08:10
Last Modified: 16 Jun 2015 08:10
URI: http://eprints.tktk.ee/id/eprint/1477

Actions (login required)

View Item View Item