{"id":11070,"date":"2024-10-25T10:47:57","date_gmt":"2024-10-25T08:47:57","guid":{"rendered":"http:\/\/skippay.cz\/blog\/?p=11070"},"modified":"2025-05-07T17:49:02","modified_gmt":"2025-05-07T15:49:02","slug":"bnpl-v-eshopech","status":"publish","type":"post","link":"https:\/\/skippay.cz\/blog\/bnpl-v-eshopech\/","title":{"rendered":"BNPL v\u202fe-shopech: Efektivn\u00ed zp\u016fsoby komunikace a p\u0159\u00edklady z\u202fpraxe\u00a0"},"content":{"rendered":"\n

Pro\u010d e-shopy vyu\u017e\u00edvaj\u00ed Buy Now, Pay Later (BNPL) <\/strong><\/h2>\n\n\n\n

1. N\u00e1r\u016fst tr\u017eeb a pr\u016fm\u011brn\u00e9 hodnoty objedn\u00e1vky<\/strong> <\/p>\n\n\n\n

Implementace BNPL m\u016f\u017ee v\u00fdznamn\u011b zv\u00fd\u0161it pr\u016fm\u011brnou hodnotu objedn\u00e1vky<\/strong>. Pro n\u00e1kupy s\u202fAOV do 5\u202f000 K\u010d je dobr\u00e9 z\u00e1kazn\u00edk\u016fm nab\u00eddnout odlo\u017eenou platbu<\/strong>, kde e-shop na poplatc\u00edch zaplat\u00ed m\u00e9n\u011b ne\u017e za platbu kartou, a je to jednoduch\u00e9 a u\u017eivatelsky pohodln\u00e9 \u0159e\u0161en\u00ed. U vy\u0161\u0161\u00edch \u010d\u00e1stek je pak vhodn\u00e9 umo\u017enit z\u00e1kazn\u00edk\u016fm zdarma rozd\u011blit platbu na t\u0159etiny<\/strong>. <\/p>\n\n\n\n

2. Osloven\u00ed a p\u0159iveden\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f<\/strong> <\/p>\n\n\n\n

Mnoho e-shop\u016f se ob\u00e1v\u00e1, \u017ee BNPL p\u0159et\u00e1hne z\u00e1kazn\u00edky<\/strong> od jin\u00fdch platebn\u00edch metod, zejm\u00e9na platby kartou. V\u00fdsledky A\/B testu Stripe na 150\u202f000 transakc\u00edch ale uk\u00e1zaly, \u017ee BNPL p\u0159in\u00e1\u0161\u00ed nov\u00e9 z\u00e1kazn\u00edky, kte\u0159\u00ed by jinak n\u00e1kup nedokon\u010dili<\/strong> \u2013 66 % objemu BNPL poch\u00e1z\u00ed z\u202f\u010dist\u00fdch nov\u00fdch prodej\u016f. E-shopy, kter\u00e9 BNPL v\u202fko\u0161\u00edku nab\u00edz\u00ed, zaznamenaly pr\u016fm\u011brn\u00fd n\u00e1r\u016fst tr\u017eeb o 14 %<\/strong>. Jde tedy o ov\u011b\u0159en\u00fd nov\u00fd prodejn\u00ed kan\u00e1l. <\/p>\n\n\n\n

3. M\u00edra p\u0159ijet\u00ed na \u010desk\u00e9m trhu<\/strong> <\/p>\n\n\n\n

V\u202fsou\u010dasnosti n\u011bkterou z forem BNPL nab\u00edz\u00ed 39 z\u202fTOP 100 \u010desk\u00fdch e-shop\u016f<\/strong>, co\u017e dokazuje, \u017ee se tyto metody st\u00e1vaj\u00ed v\u202fna\u0161em e-commerce standardem. Rychl\u00e9 p\u0159ijet\u00ed BNPL v\u202f\u010desk\u00e9m prost\u0159ed\u00ed potvrzuje, \u017ee z\u00e1kazn\u00edci flexibilitu p\u0159i placen\u00ed v\u00edtaj\u00ed a e-shopy t\u00edm z\u00edsk\u00e1vaj\u00ed konkuren\u010dn\u00ed v\u00fdhodu. <\/p>\n\n\n\n

Jak BNPL komunikovat? <\/strong><\/h2>\n\n\n\n

Existuje hned n\u011bkolik zp\u016fsob\u016f, jak z\u00e1kazn\u00edk\u016fm tyto flexibiln\u00ed platebn\u00ed metody vhodn\u011b p\u0159edstavit. Na p\u00e1r p\u0159\u00edkladech si uk\u00e1\u017eeme, jak \u010desk\u00e9 e-shopy BNPL komunikuj\u00ed. <\/p>\n\n\n\n

1. Zobrazen\u00ed platebn\u00ed metody v\u202fko\u0161\u00edku (p\u0159\u00edklad: Astratex)<\/strong> <\/p>\n\n\n\n

Um\u00edst\u011bn\u00ed BNPL p\u0159\u00edmo v\u202fko\u0161\u00edku<\/strong> je z\u00e1sadn\u00ed. Z\u00e1kazn\u00edk na tuto mo\u017enost naraz\u00ed p\u0159i dokon\u010dov\u00e1n\u00ed n\u00e1kupu, co\u017e ho m\u016f\u017ee motivovat k\u202fjej\u00edmu vyu\u017eit\u00ed a sn\u00ed\u017e\u00ed se tak riziko opu\u0161t\u011bn\u00ed ko\u0161\u00edku. O tom, jak zobrazit Skip Pay logo a slu\u017eby v checkoutu, m\u00e1me pro e-shopy podrobn\u00fd manu\u00e1l<\/a>.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

2. Banner na hlavn\u00ed str\u00e1nce (p\u0159\u00edklad: Klenoty Aurum)<\/strong> <\/p>\n\n\n\n

E-shopy propaguj\u00ed BNPL na hlavn\u00ed str\u00e1nce<\/strong> prost\u0159ednictv\u00edm banneru. U\u017e p\u0159i vstupu z\u00e1kazn\u00edka na web je tak jasn\u00e9, \u017ee m\u00e1 k\u202fdispozici n\u011bkterou z\u202fflexibiln\u00edch platebn\u00edch mo\u017enost\u00ed, co\u017e m\u016f\u017ee zv\u00fd\u0161it jeho z\u00e1jem o produkty. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

3. Sez\u00f3nn\u00ed kampan\u011b (p\u0159\u00edklad: Invia)<\/strong> <\/p>\n\n\n\n

BNPL m\u016f\u017ee v\u00fdrazn\u011b podpo\u0159it sez\u00f3nn\u00ed kampan\u011b<\/strong>, a to hlavn\u011b v\u202fkl\u00ed\u010dov\u00fdch obdob\u00edch. Invia nap\u0159\u00edklad aktivn\u011b p\u0159edstavuje n\u00e1kup na T\u0159etinu p\u0159ed hlavn\u00edm dovolenkov\u00fdm obdob\u00edm. Z\u00e1kazn\u00edci tak zjist\u00ed, \u017ee si platbu z\u00e1jezdu m\u016f\u017eou zdarma rozlo\u017eit do v\u00edce m\u011bs\u00edc\u016f<\/strong>, a vysn\u011bn\u00e1 dovolen\u00e1 je pro n\u011b hned dostupn\u011bj\u0161\u00ed. Samotn\u00e1 mo\u017enost BNPL tedy zvy\u0161uje popt\u00e1vku i konverze<\/strong>. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

4. Propagace v\u202fkamenn\u00fdch prodejn\u00e1ch (p\u0159\u00edklad: DATART)<\/strong> <\/p>\n\n\n\n

Datart nab\u00edz\u00ed BNPL tak\u00e9 v\u202fkamenn\u00fdch prodejn\u00e1ch<\/strong>, \u010d\u00edm\u017e tuto mo\u017enost odemyk\u00e1 i pro offline nakupov\u00e1n\u00ed. Kombinace online a offline p\u0159\u00edstupu zvy\u0161uje komfort n\u00e1kupu<\/strong> pro v\u0161echny typy z\u00e1kazn\u00edk\u016f \u2013 zast\u00e1nce pohodln\u00e9ho vyb\u00edr\u00e1n\u00ed zbo\u017e\u00ed na e-shopech i lidi, kte\u0159\u00ed si cht\u011bj\u00ed produkty prohl\u00e9dnout p\u0159\u00edmo v\u202fobchod\u011b a z\u00e1rove\u0148 v\u00edtaj\u00ed mo\u017enost rozlo\u017eit si platbu. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

5. Zac\u00edlen\u00fd e-mailing na z\u00e1kaznickou b\u00e1zi Skip Pay<\/strong> <\/p>\n\n\n\n

Je d\u016fle\u017eit\u00e9 vyu\u017e\u00edt naplno i z\u00e1kaznickou z\u00e1kladnu<\/strong> poskytovatele BNPL. E-mailing zam\u011b\u0159en\u00fd na spr\u00e1vnou c\u00edlovou skupinu je efektivn\u00ed zp\u016fsob, jak rychle informovat potenci\u00e1ln\u00ed z\u00e1kazn\u00edky<\/strong> o spu\u0161t\u011bn\u00ed BNPL slu\u017eby na va\u0161em e-shopu. Skip Pay m\u00e1 aktu\u00e1ln\u011b v datab\u00e1zi 300 000 relevantn\u00edch u\u017eivatel\u016f s\u202f\u010dtenost\u00ed 40 % a konverzn\u00edm pom\u011brem 10 %, potenci\u00e1l pro osloven\u00ed nov\u00fdch z\u00e1kazn\u00edk\u016f je tak zna\u010dn\u00fd. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Kombinace dob\u0159e strukturovan\u00e9 nab\u00eddky BNPL produkt\u016f a kvalitn\u00ed komunikace m\u016f\u017ee e-shop\u016fm nav\u00fd\u0161it konverze i pr\u016fm\u011brnou hodnotu objedn\u00e1vky<\/strong> a tak\u00e9 jim pomoct oslovit nov\u00e9 segmenty z\u00e1kazn\u00edk\u016f<\/strong>. <\/p>\n\n\n

TIP!<\/div>
TIP: BNPL p\u0159edstavuje modern\u00ed platebn\u00ed metody, kter\u00e9 m\u016f\u017eou zv\u00fd\u0161it konverze a spokojenost z\u00e1kazn\u00edk\u016f. Implementace t\u011bchto metod<\/a> a jejich spr\u00e1vn\u00e1 propagace v\u00e1m pom\u016f\u017eou roz\u0161\u00ed\u0159it z\u00e1kaznickou z\u00e1kladnu a pos\u00edlit postaven\u00ed va\u0161eho e-shopu na trhu.<\/div><\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Buy Now, Pay Later (BNPL) se stal popul\u00e1rn\u00edm e-commerce n\u00e1strojem. Pom\u00e1h\u00e1 e-shop\u016fm zvy\u0161ovat tr\u017eby i pr\u016fm\u011brnou hodnotu objedn\u00e1vky (AOV) a oslovit \u0161ir\u0161\u00ed skupinu z\u00e1kazn\u00edk\u016f. Aby ale nakupuj\u00edc\u00ed o t\u00e9to mo\u017enosti v\u011bd\u011bli a m\u011bli chu\u0165 ji vyu\u017e\u00edt, je pot\u0159eba ji spr\u00e1vn\u011b a viditeln\u011b komunikovat. <\/p>\n","protected":false},"author":36,"featured_media":11073,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[58],"class_list":["post-11070","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-b2b","entry"],"acf":[],"yoast_head":"\nBNPL v e-shopech: Uk\u00e1zky a praxe I Skip Pay<\/title>\n<meta name=\"description\" content=\"BNPL v e-shopech pom\u00e1h\u00e1 obchodn\u00edk\u016fm zvy\u0161ovat tr\u017eby i pr\u016fm\u011brnou hodnotu objedn\u00e1vky a oslovit \u0161ir\u0161\u00ed skupinu z\u00e1kazn\u00edk\u016f. 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