{"id":1721,"date":"2026-09-02T09:35:23","date_gmt":"2026-09-02T06:35:23","guid":{"rendered":"https:\/\/fintech.mercek.net\/news\/?p=1721"},"modified":"2026-09-02T10:31:21","modified_gmt":"2026-09-02T07:31:21","slug":"ey-ikinci-el-urunler-kisiye-ozel-deneyimler-ve-yapay-zeka-luks-tuketimin-gelecegini-sekillendiriyor","status":"publish","type":"post","link":"https:\/\/fintech.mercek.net\/news\/2026\/09\/02\/ey-ikinci-el-urunler-kisiye-ozel-deneyimler-ve-yapay-zeka-luks-tuketimin-gelecegini-sekillendiriyor\/","title":{"rendered":"EY: \u0130kinci El \u00dcr\u00fcnler, Ki\u015fiye \u00d6zel Deneyimler ve Yapay Zek\u00e2 L\u00fcks T\u00fcketimin Gelece\u011fini \u015eekillendiriyor"},"content":{"rendered":"

L\u00fcks t\u00fcketicilerin markalarla ili\u015fkisi yeniden \u015fekilleniyor. Alternatif sat\u0131n alma bi\u00e7imleri, \u00f6zel deneyimler ve yapay zek\u00e2 destekli ki\u015fiselle\u015ftirme, l\u00fcks al\u0131\u015fveri\u015f deneyiminde giderek daha fazla \u00f6ne \u00e7\u0131k\u0131yor.<\/strong><\/h2>\n

Uluslararas\u0131 dan\u0131\u015fmanl\u0131k hizmetleri \u015firketi EY<\/strong>‘\u0131n haz\u0131rlad\u0131\u011f\u0131 L\u00fcks T\u00fcketici Endeksi 2026<\/strong> (EY Luxury Client Index 2026) ara\u015ft\u0131rmas\u0131n\u0131n sonu\u00e7lar\u0131 yay\u0131mland\u0131. Farkl\u0131 ku\u015faklardan 1.631 ki\u015finin kat\u0131l\u0131m\u0131yla ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rma, b\u00fcy\u00fck servet sahibi bireylerden ziyade l\u00fcks \u00fcr\u00fcn ve hizmetleri se\u00e7ici ve planl\u0131 bi\u00e7imde sat\u0131n alan t\u00fcketicilerin markalarla ili\u015fkilerindeki de\u011fi\u015fimi ortaya koyuyor. Ara\u015ft\u0131rma, l\u00fcks markalar\u0131n t\u00fcketicilerle ili\u015fkilerini g\u00fc\u00e7lendirmesinde alternatif sat\u0131n alma bi\u00e7imleri, ki\u015fiye \u00f6zel deneyimler ve yapay zek\u00e2 destekli ki\u015fiselle\u015ftirmenin \u00f6nemine dikkat \u00e7ekiyor.<\/p>\n

Sertifikal\u0131 ikinci el yeni bir b\u00fcy\u00fcme alan\u0131<\/strong><\/h3>\n

Sertifikal\u0131 ikinci el \u00fcr\u00fcnlere y\u00f6nelik ilgi art\u0131yor. L\u00fcks markalar\u0131n do\u011frudan sundu\u011fu sertifikal\u0131 ikinci el \u00fcr\u00fcnleri sat\u0131n almaya a\u00e7\u0131k oldu\u011funu belirten kat\u0131l\u0131mc\u0131lar\u0131n oran\u0131 %62’ye ula\u015f\u0131rken, bu oran ge\u00e7en y\u0131la g\u00f6re 8 puan art\u0131\u015f g\u00f6steriyor. \u0130kinci el \u00fcr\u00fcnlerin markan\u0131n ayr\u0131cal\u0131\u011f\u0131n\u0131 zay\u0131flataca\u011f\u0131 g\u00f6r\u00fc\u015f\u00fc ise s\u0131n\u0131rl\u0131. Kat\u0131l\u0131mc\u0131lar\u0131n yaln\u0131zca %24’\u00fc bu \u00fcr\u00fcnlerin marka ayr\u0131cal\u0131\u011f\u0131n\u0131 azaltaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor. Yaln\u0131zca %6’s\u0131 ise bu \u00fcr\u00fcnlerin l\u00fcks \u00fcr\u00fcn sat\u0131n alma olas\u0131l\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcrece\u011fini belirtiyor. Buna kar\u015f\u0131l\u0131k, t\u00fcketicilerin %46’s\u0131 sertifikal\u0131 ikinci el \u00fcr\u00fcnlerin l\u00fcks \u00fcr\u00fcn sat\u0131n alma ihtimalini art\u0131rd\u0131\u011f\u0131n\u0131 s\u00f6yl\u00fcyor. Bu oran Z ku\u015fa\u011f\u0131nda ise %53’e \u00e7\u0131k\u0131yor.<\/p>\n

T\u00fcketici deneyimleri sadakati g\u00fc\u00e7lendiriyor<\/strong><\/h3>\n

L\u00fcks markalar\u0131n sundu\u011fu deneyimler, t\u00fcketici sadakati a\u00e7\u0131s\u0131ndan \u00f6nemli bir f\u0131rsat sunuyor. Kat\u0131l\u0131mc\u0131lar\u0131n %75’i, \u00fccretsiz deneyimler sunan bir markadan yeniden al\u0131\u015fveri\u015f yapma olas\u0131l\u0131\u011f\u0131n\u0131n daha y\u00fcksek oldu\u011funu belirtiyor. %73’\u00fc ise \u00f6zel etkinliklere eri\u015fim i\u00e7in \u00f6deme yapmaya haz\u0131r. Buna kar\u015f\u0131n, t\u00fcketicilerin %30’u son 12 ay i\u00e7inde herhangi bir \u00fccretsiz deneyim veya \u00f6zel etkinlik daveti almad\u0131\u011f\u0131n\u0131 ifade ediyor.<\/p>\n

\u00dcyelik modellerine y\u00f6nelik ilgi de dikkat \u00e7ekiyor. T\u00fcketicilerin %63’\u00fc l\u00fcks \u00fcr\u00fcn ve hizmetlerde \u00fcyelik modelini de\u011ferlendirebilece\u011fini belirtiyor. \u00dcyelik modellerinin tercih edilme nedenleri aras\u0131nda \u00f6zel eri\u015fim %44 ile ilk s\u0131rada yer al\u0131rken, ki\u015fiselle\u015ftirilmi\u015f \u00fcr\u00fcn se\u00e7imleri ve VIP deneyimler %38 ile onu takip ediyor.<\/p>\n

Yapay zek\u00e2 al\u0131\u015fveri\u015f deneyimini d\u00f6n\u00fc\u015ft\u00fcr\u00fcyor<\/strong><\/h3>\n

Yapay zek\u00e2, l\u00fcks al\u0131\u015fveri\u015f deneyiminin \u00f6nemli unsurlar\u0131ndan biri haline geliyor. Ara\u015ft\u0131rmaya kat\u0131lanlar\u0131n %94’\u00fc yapay zek\u00e2n\u0131n al\u0131\u015fveri\u015f deneyimini geli\u015ftirebilece\u011fine inan\u0131yor. %56’s\u0131 \u00e7evrim i\u00e7i aramalar\u0131n iyile\u015ftirilmesini, %50’si ise ki\u015fiselle\u015ftirilmi\u015f \u00f6nerileri yapay zek\u00e2n\u0131n \u00f6ne \u00e7\u0131kan kullan\u0131m alanlar\u0131 aras\u0131nda g\u00f6r\u00fcyor. Ma\u011fazalarda ak\u0131ll\u0131 aynalar gibi yapay zek\u00e2 uygulamalar\u0131na ilgi duyanlar\u0131n oran\u0131 ise %47’ye ula\u015f\u0131yor.<\/p>\n

Ancak, t\u00fcketiciler teknolojinin insan etkile\u015fiminin yerini almas\u0131n\u0131 istemiyor. Ara\u015ft\u0131rmaya g\u00f6re, kat\u0131l\u0131mc\u0131lar\u0131n %72’si dijital uygulamalar\u0131n al\u0131\u015fveri\u015fte insan etkile\u015fimini azaltmas\u0131ndan endi\u015fe duyuyor. Bu bulgu, l\u00fcks al\u0131\u015fveri\u015fte teknolojinin insan ili\u015fkilerinin yerini almak yerine bu ili\u015fkiyi desteklemesi gerekti\u011fine i\u015faret ediyor.<\/p>\n

Fiziksel ma\u011fazalar \u00f6nemini koruyor<\/strong><\/h3>\n

Dijital al\u0131\u015fveri\u015fin yayg\u0131nla\u015fmas\u0131na ra\u011fmen fiziksel ma\u011fazalar sat\u0131n alma a\u015famas\u0131nda \u00f6nemini koruyor. Kat\u0131l\u0131mc\u0131lar\u0131n %71’i son al\u0131\u015fveri\u015fini marka ma\u011fazas\u0131nda ger\u00e7ekle\u015ftirdi\u011fini belirtiyor. Kat\u0131l\u0131mc\u0131lar\u0131n %67’si ise ma\u011fazadaki al\u0131\u015fveri\u015f deneyiminden son derece memnun oldu\u011funu ifade ediyor.<\/p>\n

Ma\u011faza deneyimini farkl\u0131la\u015ft\u0131ran unsurlar\u0131n ba\u015f\u0131nda hizmet ve insan etkile\u015fimi geliyor. Kat\u0131l\u0131mc\u0131lar\u0131n %44’\u00fc ma\u011fazada \u00f6zel ilgi ve hizmeti, %42’si insan etkile\u015fimini, %41’i ise stil \u00f6nerilerini al\u0131\u015fveri\u015f deneyimini zenginle\u015ftiren unsurlar aras\u0131nda g\u00f6r\u00fcyor.<\/p>\n

L\u00fcks\u00fcn temel de\u011ferleri de\u011fi\u015fmiyor<\/strong><\/h3>\n

Yeni t\u00fcketim modellerine ve teknolojilere ra\u011fmen \u00fcr\u00fcn kalitesi ve markalar\u0131n k\u00f6kl\u00fc ge\u00e7mi\u015fi, l\u00fcks sat\u0131n alma kararlar\u0131nda \u00f6nemini koruyor. Kat\u0131l\u0131mc\u0131lar\u0131n %65’i malzeme kalitesini, %52’si ise marka ge\u00e7mi\u015fini sat\u0131n alma kararlar\u0131n\u0131 etkileyen temel unsurlar aras\u0131nda g\u00f6steriyor. K\u00f6kl\u00fc markalar\u0131 tercih edenlerin %68’i, markan\u0131n ge\u00e7mi\u015fini ve miras\u0131n\u0131 bu tercihlerinin \u00f6nemli nedenlerinden biri olarak g\u00f6r\u00fcyor. Markan\u0131n ge\u00e7mi\u015fine verilen \u00f6nem ku\u015faklara g\u00f6re de de\u011fi\u015fiyor. Bu oran Z ku\u015fa\u011f\u0131nda %46 iken baby boomer ku\u015fa\u011f\u0131nda %67’ye y\u00fckseliyor.<\/p>\n

Ara\u015ft\u0131rma, l\u00fcks markalar\u0131n de\u011fi\u015fen t\u00fcketici beklentilerine uyum sa\u011flarken kendilerini farkl\u0131la\u015ft\u0131ran temel de\u011ferleri korumalar\u0131n\u0131n \u00f6nemini ortaya koyuyor. Sertifikal\u0131 ikinci el \u00fcr\u00fcnler, \u00f6zel deneyimler, \u00fcyelik modelleri ve yapay zek\u00e2 destekli ki\u015fiselle\u015ftirme ise markalar\u0131n t\u00fcketicilerle ili\u015fkilerini g\u00fc\u00e7lendirebilece\u011fi ba\u015fl\u0131ca alanlar olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n

EY Eurasia T\u00fcketici \u00dcr\u00fcnleri ve Perakende Lideri Yusuf Bulut<\/strong>, ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131na ili\u015fkin \u015fu de\u011ferlendirmelerde bulundu:<\/p>\n

\u201cL\u00fcks sekt\u00f6r\u00fcnde t\u00fcketici beklentileri de\u011fi\u015fiyor. T\u00fcketiciler art\u0131k yaln\u0131zca \u00fcr\u00fcn\u00fcn kalitesine de\u011fil, markayla kurduklar\u0131 ili\u015fkinin niteli\u011fine de \u00f6nem veriyor. Kendilerini tan\u0131yan, ihtiya\u00e7lar\u0131na uygun se\u00e7enekler ve \u00f6zel deneyimler sunan markalarla daha g\u00fc\u00e7l\u00fc ba\u011f kuruyorlar. Bu nedenle, l\u00fcks markalar i\u00e7in mevcut m\u00fc\u015fterilerle ili\u015fkiyi korumak ve geli\u015ftirmek, yeni m\u00fc\u015fteriler kazanmak kadar \u00f6nemli hale geliyor. Yapay zek\u00e2, sertifikal\u0131 ikinci el \u00fcr\u00fcnler ve \u00f6zel deneyimler, l\u00fcks sekt\u00f6r\u00fcnde \u00f6n\u00fcm\u00fczdeki d\u00f6nemin \u00f6ne \u00e7\u0131kan alanlar\u0131 olacak. Ancak, teknoloji geli\u015ftik\u00e7e insan temas\u0131n\u0131n \u00f6nemi de azalmak yerine art\u0131yor. Yapay zek\u00e2n\u0131n m\u00fc\u015fteriyle kurulan ili\u015fkinin yerini almas\u0131 de\u011fil, bu ili\u015fkiyi g\u00fc\u00e7lendirmesi gerekiyor. L\u00fcks markalar\u0131n teknolojiden yararlan\u0131rken kalite, zanaatk\u00e2rl\u0131k, marka miras\u0131 ve insan ili\u015fkisi gibi kendilerini farkl\u0131la\u015ft\u0131ran de\u011ferleri korumalar\u0131 b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor.\u201d<\/i><\/p>\n

\u0130lgili ara\u015ft\u0131rman\u0131n tamam\u0131na EY internet sitesi<\/a> \u00fczerinden ula\u015f\u0131labilir.<\/p>\n","protected":false},"excerpt":{"rendered":"

EY’\u0131n haz\u0131rlad\u0131\u011f\u0131 L\u00fcks T\u00fcketici Endeksi 2026 ara\u015ft\u0131rmas\u0131na g\u00f6re, l\u00fcks t\u00fcketicilerin %62’si sertifikal\u0131 ikinci el \u00fcr\u00fcnlere s\u0131cak bak\u0131yor, %73’\u00fc \u00f6zel deneyimler i\u00e7in \u00f6deme yapmaya haz\u0131r ve %94’\u00fc yapay zek\u00e2n\u0131n al\u0131\u015fveri\u015f deneyimini geli\u015ftirebilece\u011fine inan\u0131yor.<\/p>\n","protected":false},"author":2,"featured_media":956,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_ecomap_primary_org_id":2280,"_ecomap_primary_org_name":"EY","_ecomap_mentioned_org_ids":"[]","_ecomap_related_org_ids":"","_ecomap_match_confidence":0.95,"_ecomap_email_message_id":"1a060cb36726071b","_ecomap_email_from":"bulten@basinlistem.com","_ecomap_editor_notes":"Kaynak b\u00fcltendeki e-posta \u015fablonu ve footer temizlendi; 'EY Hakk\u0131nda' kurumsal profil b\u00f6l\u00fcm\u00fc \u00e7\u0131kar\u0131ld\u0131. Ba\u015fl\u0131k ve spot yeniden d\u00fczenlendi, g\u00f6vdeye h2\/h3 ba\u015fl\u0131k yap\u0131s\u0131 eklendi. Metin hafif d\u00fczeltmelerle yay\u0131na haz\u0131rland\u0131.","_ecomap_original_body":"\r\n \r\n \r\n \r\n \r\n
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Say\u00c4\u00b1n Ahmet Usta;<\/p>\r\n


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\u00c4\u00b0kinci el \u00c3\u00bcr\u00c3\u00bcnler ki\u00c5\u009fiye \u00c3\u00b6zel deneyimler ve yapay zek\u00c3\u00a2, l\u00c3\u00bcks t\u00c3\u00bcketimin gelece\u00c4\u009fini \u00c5\u009fekillendiriyor<\/span><\/b><\/p>\r\n

L\u00c3\u00bcks t\u00c3\u00bcketicilerin markalarla ili\u00c5\u009fkisi yeniden \u00c5\u009fekilleniyor. Alternatif sat\u00c4\u00b1n alma bi\u00c3\u00a7imleri, \u00c3\u00b6zel deneyimler ve yapay zek\u00c3\u00a2 destekli ki\u00c5\u009fiselle\u00c5\u009ftirme, l\u00c3\u00bcks al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009f deneyiminde giderek daha fazla \u00c3\u00b6ne \u00c3\u00a7\u00c4\u00b1k\u00c4\u00b1yor. Ara\u00c5\u009ft\u00c4\u00b1rmaya g\u00c3\u00b6re, l\u00c3\u00bcks t\u00c3\u00bcketicilerin %62\u00e2\u0080\u0099si markalar\u00c4\u00b1n sertifikal\u00c4\u00b1 ikinci el \u00c3\u00bcr\u00c3\u00bcnlerini sat\u00c4\u00b1n almaya s\u00c4\u00b1cak bak\u00c4\u00b1yor. T\u00c3\u00bcketicilerin %73\u00e2\u0080\u0099\u00c3\u00bc \u00c3\u00b6zel l\u00c3\u00bcks deneyimlere eri\u00c5\u009fim i\u00c3\u00a7in \u00c3\u00b6deme yapmaya haz\u00c4\u00b1rken, %94\u00e2\u0080\u0099\u00c3\u00bc yapay zek\u00c3\u00a2n\u00c4\u00b1n al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009f deneyimini geli\u00c5\u009ftirebilece\u00c4\u009fine inan\u00c4\u00b1yor.<\/b><\/p>\r\n

Uluslararas\u00c4\u00b1 dan\u00c4\u00b1\u00c5\u009fmanl\u00c4\u00b1k hizmetleri \u00c5\u009firketi EY\u00e2\u0080\u0099\u00c4\u00b1n haz\u00c4\u00b1rlad\u00c4\u00b1\u00c4\u009f\u00c4\u00b1 L\u00c3\u00bcks T\u00c3\u00bcketici Endeksi 2026 (EY Luxury Client Index 2026) ara\u00c5\u009ft\u00c4\u00b1rmas\u00c4\u00b1n\u00c4\u00b1n sonu\u00c3\u00a7lar\u00c4\u00b1 yay\u00c4\u00b1mland\u00c4\u00b1. Farkl\u00c4\u00b1 ku\u00c5\u009faklardan 1.631 ki\u00c5\u009finin kat\u00c4\u00b1l\u00c4\u00b1m\u00c4\u00b1yla ger\u00c3\u00a7ekle\u00c5\u009ftirilen ara\u00c5\u009ft\u00c4\u00b1rma, b\u00c3\u00bcy\u00c3\u00bck servet sahibi bireylerden ziyade l\u00c3\u00bcks \u00c3\u00bcr\u00c3\u00bcn ve hizmetleri se\u00c3\u00a7ici ve planl\u00c4\u00b1 bi\u00c3\u00a7imde sat\u00c4\u00b1n alan t\u00c3\u00bcketicilerin markalarla ili\u00c5\u009fkilerindeki de\u00c4\u009fi\u00c5\u009fimi ortaya koyuyor. Ara\u00c5\u009ft\u00c4\u00b1rma, l\u00c3\u00bcks markalar\u00c4\u00b1n t\u00c3\u00bcketicilerle ili\u00c5\u009fkilerini g\u00c3\u00bc\u00c3\u00a7lendirmesinde alternatif sat\u00c4\u00b1n alma bi\u00c3\u00a7imleri, ki\u00c5\u009fiye \u00c3\u00b6zel deneyimler ve yapay zek\u00c3\u00a2 destekli ki\u00c5\u009fiselle\u00c5\u009ftirmenin \u00c3\u00b6nemine dikkat \u00c3\u00a7ekiyor.<\/p>\r\n

Sertifikal\u00c4\u00b1 ikinci el yeni bir b\u00c3\u00bcy\u00c3\u00bcme alan\u00c4\u00b1<\/b><\/p>\r\n

Sertifikal\u00c4\u00b1 ikinci el \u00c3\u00bcr\u00c3\u00bcnlere y\u00c3\u00b6nelik ilgi art\u00c4\u00b1yor. L\u00c3\u00bcks markalar\u00c4\u00b1n do\u00c4\u009frudan sundu\u00c4\u009fu sertifikal\u00c4\u00b1 ikinci el \u00c3\u00bcr\u00c3\u00bcnleri sat\u00c4\u00b1n almaya a\u00c3\u00a7\u00c4\u00b1k oldu\u00c4\u009funu belirten kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n oran\u00c4\u00b1 %62\u00e2\u0080\u0099ye ula\u00c5\u009f\u00c4\u00b1rken, bu oran ge\u00c3\u00a7en y\u00c4\u00b1la g\u00c3\u00b6re 8 puan art\u00c4\u00b1\u00c5\u009f g\u00c3\u00b6steriyor. \u00c4\u00b0kinci el \u00c3\u00bcr\u00c3\u00bcnlerin markan\u00c4\u00b1n ayr\u00c4\u00b1cal\u00c4\u00b1\u00c4\u009f\u00c4\u00b1n\u00c4\u00b1 zay\u00c4\u00b1flataca\u00c4\u009f\u00c4\u00b1 g\u00c3\u00b6r\u00c3\u00bc\u00c5\u009f\u00c3\u00bc ise s\u00c4\u00b1n\u00c4\u00b1rl\u00c4\u00b1. Kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n yaln\u00c4\u00b1zca %24\u00e2\u0080\u0099\u00c3\u00bc bu \u00c3\u00bcr\u00c3\u00bcnlerin marka ayr\u00c4\u00b1cal\u00c4\u00b1\u00c4\u009f\u00c4\u00b1n\u00c4\u00b1 azaltaca\u00c4\u009f\u00c4\u00b1n\u00c4\u00b1 d\u00c3\u00bc\u00c5\u009f\u00c3\u00bcn\u00c3\u00bcyor. Yaln\u00c4\u00b1zca %6\u00e2\u0080\u0099s\u00c4\u00b1 ise bu \u00c3\u00bcr\u00c3\u00bcnlerin l\u00c3\u00bcks \u00c3\u00bcr\u00c3\u00bcn sat\u00c4\u00b1n alma olas\u00c4\u00b1l\u00c4\u00b1\u00c4\u009f\u00c4\u00b1n\u00c4\u00b1 d\u00c3\u00bc\u00c5\u009f\u00c3\u00bcrece\u00c4\u009fini belirtiyor. Buna kar\u00c5\u009f\u00c4\u00b1l\u00c4\u00b1k, t\u00c3\u00bcketicilerin %46\u00e2\u0080\u0099s\u00c4\u00b1 sertifikal\u00c4\u00b1 ikinci el \u00c3\u00bcr\u00c3\u00bcnlerin l\u00c3\u00bcks \u00c3\u00bcr\u00c3\u00bcn sat\u00c4\u00b1n alma ihtimalini art\u00c4\u00b1rd\u00c4\u00b1\u00c4\u009f\u00c4\u00b1n\u00c4\u00b1 s\u00c3\u00b6yl\u00c3\u00bcyor. Bu oran Z ku\u00c5\u009fa\u00c4\u009f\u00c4\u00b1nda ise %53\u00e2\u0080\u0099e \u00c3\u00a7\u00c4\u00b1k\u00c4\u00b1yor.<\/p>\r\n

T\u00c3\u00bcketici deneyimleri sadakati g\u00c3\u00bc\u00c3\u00a7lendiriyor<\/b><\/p>\r\n

L\u00c3\u00bcks markalar\u00c4\u00b1n sundu\u00c4\u009fu deneyimler, t\u00c3\u00bcketici sadakati a\u00c3\u00a7\u00c4\u00b1s\u00c4\u00b1ndan \u00c3\u00b6nemli bir f\u00c4\u00b1rsat sunuyor. Kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n %75\u00e2\u0080\u0099i, \u00c3\u00bccretsiz deneyimler sunan bir markadan yeniden al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009f yapma olas\u00c4\u00b1l\u00c4\u00b1\u00c4\u009f\u00c4\u00b1n\u00c4\u00b1n daha y\u00c3\u00bcksek oldu\u00c4\u009funu belirtiyor. %73\u00e2\u0080\u0099\u00c3\u00bc ise \u00c3\u00b6zel etkinliklere eri\u00c5\u009fim i\u00c3\u00a7in \u00c3\u00b6deme yapmaya haz\u00c4\u00b1r. Buna kar\u00c5\u009f\u00c4\u00b1n, t\u00c3\u00bcketicilerin %30\u00e2\u0080\u0099u son 12 ay i\u00c3\u00a7inde herhangi bir \u00c3\u00bccretsiz deneyim veya \u00c3\u00b6zel etkinlik daveti almad\u00c4\u00b1\u00c4\u009f\u00c4\u00b1n\u00c4\u00b1 ifade ediyor.<\/p>\r\n

\u00c3\u009cyelik modellerine y\u00c3\u00b6nelik ilgi de dikkat \u00c3\u00a7ekiyor. T\u00c3\u00bcketicilerin %63\u00e2\u0080\u0099\u00c3\u00bc l\u00c3\u00bcks \u00c3\u00bcr\u00c3\u00bcn ve hizmetlerde \u00c3\u00bcyelik modelini de\u00c4\u009ferlendirebilece\u00c4\u009fini belirtiyor. \u00c3\u009cyelik modellerinin tercih edilme nedenleri aras\u00c4\u00b1nda \u00c3\u00b6zel eri\u00c5\u009fim %44 ile ilk s\u00c4\u00b1rada yer al\u00c4\u00b1rken, ki\u00c5\u009fiselle\u00c5\u009ftirilmi\u00c5\u009f \u00c3\u00bcr\u00c3\u00bcn se\u00c3\u00a7imleri ve VIP deneyimler %38 ile onu takip ediyor.<\/p>\r\n

Yapay zek\u00c3\u00a2 al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009f deneyimini d\u00c3\u00b6n\u00c3\u00bc\u00c5\u009ft\u00c3\u00bcr\u00c3\u00bcyor<\/b><\/p>\r\n

Yapay zek\u00c3\u00a2, l\u00c3\u00bcks al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009f deneyiminin \u00c3\u00b6nemli unsurlar\u00c4\u00b1ndan biri haline geliyor. Ara\u00c5\u009ft\u00c4\u00b1rmaya kat\u00c4\u00b1lanlar\u00c4\u00b1n %94\u00e2\u0080\u0099\u00c3\u00bc yapay zek\u00c3\u00a2n\u00c4\u00b1n al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009f deneyimini geli\u00c5\u009ftirebilece\u00c4\u009fine inan\u00c4\u00b1yor. %56\u00e2\u0080\u0099s\u00c4\u00b1 \u00c3\u00a7evrim i\u00c3\u00a7i aramalar\u00c4\u00b1n iyile\u00c5\u009ftirilmesini, %50\u00e2\u0080\u0099si ise ki\u00c5\u009fiselle\u00c5\u009ftirilmi\u00c5\u009f \u00c3\u00b6nerileri yapay zek\u00c3\u00a2n\u00c4\u00b1n \u00c3\u00b6ne \u00c3\u00a7\u00c4\u00b1kan kullan\u00c4\u00b1m alanlar\u00c4\u00b1 aras\u00c4\u00b1nda g\u00c3\u00b6r\u00c3\u00bcyor. Ma\u00c4\u009fazalarda ak\u00c4\u00b1ll\u00c4\u00b1 aynalar gibi yapay zek\u00c3\u00a2 uygulamalar\u00c4\u00b1na ilgi duyanlar\u00c4\u00b1n oran\u00c4\u00b1 ise %47\u00e2\u0080\u0099ye ula\u00c5\u009f\u00c4\u00b1yor.<\/p>\r\n

Ancak, t\u00c3\u00bcketiciler teknolojinin insan etkile\u00c5\u009fiminin yerini almas\u00c4\u00b1n\u00c4\u00b1 istemiyor. Ara\u00c5\u009ft\u00c4\u00b1rmaya g\u00c3\u00b6re, kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n %72\u00e2\u0080\u0099si dijital uygulamalar\u00c4\u00b1n al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009fte insan etkile\u00c5\u009fimini azaltmas\u00c4\u00b1ndan endi\u00c5\u009fe duyuyor. Bu bulgu, l\u00c3\u00bcks al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009fte teknolojinin insan ili\u00c5\u009fkilerinin yerini almak yerine bu ili\u00c5\u009fkiyi desteklemesi gerekti\u00c4\u009fine i\u00c5\u009faret ediyor.<\/p>\r\n

Fiziksel ma\u00c4\u009fazalar \u00c3\u00b6nemini koruyor<\/b><\/p>\r\n

Dijital al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009fin yayg\u00c4\u00b1nla\u00c5\u009fmas\u00c4\u00b1na ra\u00c4\u009fmen fiziksel ma\u00c4\u009fazalar sat\u00c4\u00b1n alma a\u00c5\u009famas\u00c4\u00b1nda \u00c3\u00b6nemini koruyor. Kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n %71\u00e2\u0080\u0099i son al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009fini marka ma\u00c4\u009fazas\u00c4\u00b1nda ger\u00c3\u00a7ekle\u00c5\u009ftirdi\u00c4\u009fini belirtiyor. Kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n %67\u00e2\u0080\u0099si ise ma\u00c4\u009fazadaki al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009f deneyiminden son derece memnun oldu\u00c4\u009funu ifade ediyor.<\/p>\r\n

Ma\u00c4\u009faza deneyimini farkl\u00c4\u00b1la\u00c5\u009ft\u00c4\u00b1ran unsurlar\u00c4\u00b1n ba\u00c5\u009f\u00c4\u00b1nda hizmet ve insan etkile\u00c5\u009fimi geliyor. Kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n %44\u00e2\u0080\u0099\u00c3\u00bc ma\u00c4\u009fazada \u00c3\u00b6zel ilgi ve hizmeti, %42\u00e2\u0080\u0099si insan etkile\u00c5\u009fimini, %41\u00e2\u0080\u0099i ise stil \u00c3\u00b6nerilerini al\u00c4\u00b1\u00c5\u009fveri\u00c5\u009f deneyimini zenginle\u00c5\u009ftiren unsurlar aras\u00c4\u00b1nda g\u00c3\u00b6r\u00c3\u00bcyor.<\/p>\r\n

L\u00c3\u00bcks\u00c3\u00bcn temel de\u00c4\u009ferleri de\u00c4\u009fi\u00c5\u009fmiyor<\/b><\/p>\r\n

Yeni t\u00c3\u00bcketim modellerine ve teknolojilere ra\u00c4\u009fmen \u00c3\u00bcr\u00c3\u00bcn kalitesi ve markalar\u00c4\u00b1n k\u00c3\u00b6kl\u00c3\u00bc ge\u00c3\u00a7mi\u00c5\u009fi, l\u00c3\u00bcks sat\u00c4\u00b1n alma kararlar\u00c4\u00b1nda \u00c3\u00b6nemini koruyor. Kat\u00c4\u00b1l\u00c4\u00b1mc\u00c4\u00b1lar\u00c4\u00b1n %65\u00e2\u0080\u0099i malzeme kalitesini, %52\u00e2\u0080\u0099si ise marka ge\u00c3\u00a7mi\u00c5\u009fini sat\u00c4\u00b1n alma kararlar\u00c4\u00b1n\u00c4\u00b1 etkileyen temel unsurlar aras\u00c4\u00b1nda g\u00c3\u00b6steriyor. K\u00c3\u00b6kl\u00c3\u00bc markalar\u00c4\u00b1 tercih edenlerin %68\u00e2\u0080\u0099i, markan\u00c4\u00b1n ge\u00c3\u00a7mi\u00c5\u009fini ve miras\u00c4\u00b1n\u00c4\u00b1 bu tercihlerinin \u00c3\u00b6nemli nedenlerinden biri olarak g\u00c3\u00b6r\u00c3\u00bcyor. Markan\u00c4\u00b1n ge\u00c3\u00a7mi\u00c5\u009fine verilen \u00c3\u00b6nem ku\u00c5\u009faklara g\u00c3\u00b6re de de\u00c4\u009fi\u00c5\u009fiyor. Bu oran Z ku\u00c5\u009fa\u00c4\u009f\u00c4\u00b1nda %46 iken baby boomer ku\u00c5\u009fa\u00c4\u009f\u00c4\u00b1nda %67\u00e2\u0080\u0099ye y\u00c3\u00bckseliyor.<\/p>\r\n

Ara\u00c5\u009ft\u00c4\u00b1rma, l\u00c3\u00bcks markalar\u00c4\u00b1n de\u00c4\u009fi\u00c5\u009fen t\u00c3\u00bcketici beklentilerine uyum sa\u00c4\u009flarken kendilerini farkl\u00c4\u00b1la\u00c5\u009ft\u00c4\u00b1ran temel de\u00c4\u009ferleri korumalar\u00c4\u00b1n\u00c4\u00b1n \u00c3\u00b6nemini ortaya koyuyor. Sertifikal\u00c4\u00b1 ikinci el \u00c3\u00bcr\u00c3\u00bcnler, \u00c3\u00b6zel deneyimler, \u00c3\u00bcyelik modelleri ve yapay zek\u00c3\u00a2 destekli ki\u00c5\u009fiselle\u00c5\u009ftirme ise markalar\u00c4\u00b1n t\u00c3\u00bcketicilerle ili\u00c5\u009fkilerini g\u00c3\u00bc\u00c3\u00a7lendirebilece\u00c4\u009fi ba\u00c5\u009fl\u00c4\u00b1ca alanlar olarak \u00c3\u00b6ne \u00c3\u00a7\u00c4\u00b1k\u00c4\u00b1yor.<\/p>\r\n

EY Eurasia T\u00c3\u00bcketici \u00c3\u009cr\u00c3\u00bcnleri ve Perakende Lideri Yusuf Bulut, <\/b>ara\u00c5\u009ft\u00c4\u00b1rman\u00c4\u00b1n sonu\u00c3\u00a7lar\u00c4\u00b1na ili\u00c5\u009fkin \u00c5\u009fu de\u00c4\u009ferlendirmelerde bulundu:<\/p>\r\n

\u00e2\u0080\u009cL\u00c3\u00bcks sekt\u00c3\u00b6r\u00c3\u00bcnde t\u00c3\u00bcketici beklentileri de\u00c4\u009fi\u00c5\u009fiyor. T\u00c3\u00bcketiciler art\u00c4\u00b1k yaln\u00c4\u00b1zca \u00c3\u00bcr\u00c3\u00bcn\u00c3\u00bcn kalitesine de\u00c4\u009fil, markayla kurduklar\u00c4\u00b1 ili\u00c5\u009fkinin niteli\u00c4\u009fine de \u00c3\u00b6nem veriyor. Kendilerini tan\u00c4\u00b1yan, ihtiya\u00c3\u00a7lar\u00c4\u00b1na uygun se\u00c3\u00a7enekler ve \u00c3\u00b6zel deneyimler sunan markalarla daha g\u00c3\u00bc\u00c3\u00a7l\u00c3\u00bc ba\u00c4\u009f kuruyorlar. Bu nedenle, l\u00c3\u00bcks markalar i\u00c3\u00a7in mevcut m\u00c3\u00bc\u00c5\u009fterilerle ili\u00c5\u009fkiyi korumak ve geli\u00c5\u009ftirmek, yeni m\u00c3\u00bc\u00c5\u009fteriler kazanmak kadar \u00c3\u00b6nemli hale geliyor. Yapay zek\u00c3\u00a2, sertifikal\u00c4\u00b1 ikinci el \u00c3\u00bcr\u00c3\u00bcnler ve \u00c3\u00b6zel deneyimler, l\u00c3\u00bcks sekt\u00c3\u00b6r\u00c3\u00bcnde \u00c3\u00b6n\u00c3\u00bcm\u00c3\u00bczdeki d\u00c3\u00b6nemin \u00c3\u00b6ne \u00c3\u00a7\u00c4\u00b1kan alanlar\u00c4\u00b1 olacak. Ancak, teknoloji geli\u00c5\u009ftik\u00c3\u00a7e insan temas\u00c4\u00b1n\u00c4\u00b1n \u00c3\u00b6nemi de azalmak yerine art\u00c4\u00b1yor. Yapay zek\u00c3\u00a2n\u00c4\u00b1n m\u00c3\u00bc\u00c5\u009fteriyle kurulan ili\u00c5\u009fkinin yerini almas\u00c4\u00b1 de\u00c4\u009fil, bu ili\u00c5\u009fkiyi g\u00c3\u00bc\u00c3\u00a7lendirmesi gerekiyor. L\u00c3\u00bcks markalar\u00c4\u00b1n teknolojiden yararlan\u00c4\u00b1rken kalite, zanaatk\u00c3\u00a2rl\u00c4\u00b1k, marka miras\u00c4\u00b1 ve insan ili\u00c5\u009fkisi gibi kendilerini farkl\u00c4\u00b1la\u00c5\u009ft\u00c4\u00b1ran de\u00c4\u009ferleri korumalar\u00c4\u00b1 b\u00c3\u00bcy\u00c3\u00bck \u00c3\u00b6nem ta\u00c5\u009f\u00c4\u00b1yor.\u00e2\u0080\u009d<\/i><\/p>\r\n

\u00c4\u00b0lgili ara\u00c5\u009ft\u00c4\u00b1rman\u00c4\u00b1n tamam\u00c4\u00b1na EY internet sitesi<\/a> \u00c3\u00bczerinden ula\u00c5\u009f\u00c4\u00b1labilir.<\/p>\r\n

EY Hakk\u00c4\u00b1nda<\/b><\/p>\r\n

D\u00c3\u00bcnya \u00c3\u00a7ap\u00c4\u00b1nda 150\u00e2\u0080\u0099den fazla \u00c3\u00bclkede dan\u00c4\u00b1\u00c5\u009fmanl\u00c4\u00b1k, denetim, g\u00c3\u00bcvence, kurumsal finansman, strateji ve vergi alanlar\u00c4\u00b1nda \u00c3\u00a7\u00c3\u00b6z\u00c3\u00bcmler sunan EY (Ernst & Young), sundu\u00c4\u009fu hizmet kalitesiyle finansal piyasalarda ve d\u00c3\u00bcnya genelinde faaliyet g\u00c3\u00b6sterdi\u00c4\u009fi t\u00c3\u00bcm ekonomilerde g\u00c3\u00bcven olu\u00c5\u009fturulmas\u00c4\u00b1na katk\u00c4\u00b1 sa\u00c4\u009fl\u00c4\u00b1yor. Profesyonel ekipleri, uzun y\u00c4\u00b1llara dayanan deneyimi, sahip oldu\u00c4\u009fu teknoloji, veri ve altyap\u00c4\u00b1 sayesinde \u00c5\u009firketlerin geli\u00c5\u009fmesine ve d\u00c3\u00b6n\u00c3\u00bc\u00c5\u009fmesine destek oluyor.<\/p>\r\n

\u00c5\u009eirketler, \u00c3\u00a7al\u00c4\u00b1\u00c5\u009fanlar ve toplum i\u00c3\u00a7in uzun vadeli de\u00c4\u009fer yaratmay\u00c4\u00b1 ama\u00c3\u00a7layan EY, ayn\u00c4\u00b1 zamanda daha iyi bir \u00c3\u00a7al\u00c4\u00b1\u00c5\u009fma d\u00c3\u00bcnyas\u00c4\u00b1 olu\u00c5\u009fturmay\u00c4\u00b1 hedefliyor. Ba\u00c4\u009f\u00c4\u00b1ms\u00c4\u00b1z denetim, g\u00c3\u00bcvence, dan\u00c4\u00b1\u00c5\u009fmanl\u00c4\u00b1k, hukuk, kurumsal finansman, strateji, teknoloji ve vergi hizmetlerinin yan\u00c4\u00b1 s\u00c4\u00b1ra bir\u00c3\u00a7ok sekt\u00c3\u00b6rde i\u00c5\u009f d\u00c3\u00bcnyas\u00c4\u00b1n\u00c4\u00b1n kar\u00c5\u009f\u00c4\u00b1la\u00c5\u009ft\u00c4\u00b1\u00c4\u009f\u00c4\u00b1 finansal ve operasyonel verimsizliklere kar\u00c5\u009f\u00c4\u00b1 yeni \u00c3\u00a7\u00c3\u00b6z\u00c3\u00bcmler ve d\u00c3\u00b6n\u00c3\u00bc\u00c5\u009f\u00c3\u00bcm yollar\u00c4\u00b1 bulmak ad\u00c4\u00b1na en do\u00c4\u009fru sorular\u00c4\u00b1 sorarak en do\u00c4\u009fru cevaplar\u00c4\u00b1 ar\u00c4\u00b1yor.<\/p>\r\n

EY ad\u00c4\u00b1 k\u00c3\u00bcresel bir organizasyonu temsil eder ve Ernst&Young Global Limited\u00e2\u0080\u0099in, her biri ayr\u00c4\u00b1 birer t\u00c3\u00bczel ki\u00c5\u009fili\u00c4\u009fe sahip olan bir veya daha fazla \u00c3\u00bcye firmas\u00c4\u00b1n\u00c4\u00b1 temsil edebilir. S\u00c4\u00b1n\u00c4\u00b1rl\u00c4\u00b1 sorumlu bir Birle\u00c5\u009fik Krall\u00c4\u00b1k \u00c5\u009firketi olan Ernst&Young Global Limited m\u00c3\u00bc\u00c5\u009fteri hizmeti sunmamaktad\u00c4\u00b1r.<\/p>\r\n

Daha fazla bilgi i\u00c3\u00a7in: ey.com<\/u><\/a><\/p>\r\n

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Foto\u00c4\u009fraflar\u00c4\u00b1 indirmek i\u00c3\u00a7in l\u00c3\u00bctfen \u00c3\u00bczerlerine t\u00c4\u00b1klay\u00c4\u00b1n\u00c4\u00b1z!.<\/span><\/em><\/p>\r\n \r\n \r\n \r\n
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Ekleri indirmek i\u00c3\u00a7in l\u00c3\u00bctfen \u00c3\u00bczerlerine t\u00c4\u00b1klay\u00c4\u00b1n\u00c4\u00b1z\u00e2\u0080\u00a6<\/span><\/em>\r\n \r\n \r\n \r\n \r\n \r\n
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Ek-1 L\u00c3\u00bcks T\u00c3\u00bcketici Endeksi 2026 BB<\/a><\/p><\/td>\r\n <\/tr>\r\n <\/tbody>\r\n <\/table>
B\u00c3\u009cT\u00c3\u009cN DOSYALARI VE RES\u00c4\u00b0MLER\u00c4\u00b0 \u00c4\u00b0ND\u00c4\u00b0RMEK \u00c4\u00b0\u00c3\u0087\u00c4\u00b0N TIKLAYINIZ<\/span><\/b><\/span><\/a>\r\n

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Esin Kuzulo\u00c4\u009flu Demir
\r\n Media Group Coordinator
\r\n Salt \u00c4\u00b0leti\u00c5\u009fim<\/span><\/p><\/td>\r\n

\r\n

Tel: 0212 217 4748
\r\n Cep: 0533 020 05 95
\r\n E-posta: esin.demir@saltiletisimgrup.com<\/a><\/span><\/p><\/td>\r\n <\/tr>\r\n

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E-postan\u00c4\u00b1n i\u00c3\u00a7erdi\u00c4\u009fi t\u00c3\u00bcm metinler, bilgiler, g\u00c3\u00b6rseller ve dosyalar e-postay\u00c4\u00b1 g\u00c3\u00b6nderen firman\u00c4\u00b1n sorumlu\u00c4\u009fundad\u00c4\u00b1r. Bu e-posta bulten@mercek.net adresinize Salt \u00c4\u00b0leti\u00c5\u009fim<\/strong> taraf\u00c4\u00b1ndan olu\u00c5\u009fturulan \u00c3\u00bcye veritaban\u00c4\u00b1nda e-posta adresinizle kay\u00c4\u00b1tl\u00c4\u00b1 oldu\u00c4\u009funuz i\u00c3\u00a7in g\u00c3\u00b6nderilmi\u00c5\u009ftir.Bu e-postay\u00c4\u00b1 almak istemiyorsan\u00c4\u00b1z l\u00c3\u00bctfen t\u00c4\u00b1klay\u00c4\u00b1n<\/a>.<\/span><\/p><\/td>\r\n <\/tr>\r\n <\/tbody>\r\n <\/table>\r\n

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