{"id":8245,"date":"2026-01-09T10:11:56","date_gmt":"2026-01-09T10:11:56","guid":{"rendered":"https:\/\/www.mallandmotto.com\/?p=8245"},"modified":"2026-01-09T10:11:57","modified_gmt":"2026-01-09T10:11:57","slug":"tusiad-turkiye-perakende-pazar-degerlendirmesi-raporunu-kamuoyuna-tanitti","status":"publish","type":"post","link":"https:\/\/www.mallandmotto.com\/index.php\/2026\/01\/09\/tusiad-turkiye-perakende-pazar-degerlendirmesi-raporunu-kamuoyuna-tanitti\/","title":{"rendered":"T\u00dcS\u0130AD \u201cT\u00fcrkiye Perakende Pazar De\u011ferlendirmesi\u201d Raporunu Kamuoyuna Tan\u0131tt\u0131"},"content":{"rendered":"\n

T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu faaliyetleri kapsam\u0131nda EY-Parthenon T\u00fcrkiye taraf\u0131ndan haz\u0131rlanan \u201cT\u00fcrkiye Perakende Pazar De\u011ferlendirmesi<\/strong>\u201d ba\u015fl\u0131kl\u0131 rapor,\u00a025 Aral\u0131k Per\u015fembe<\/strong>g\u00fcn\u00fc kamuoyu ile payla\u015f\u0131ld\u0131.<\/h3>\n\n\n\n

800 t\u00fcketiciyle ger\u00e7ekle\u015ftirilen saha ara\u015ft\u0131rmas\u0131 ile perakende \u015firketlerinin \u00fcst d\u00fczey y\u00f6neticileriyle yap\u0131lan g\u00f6r\u00fc\u015fme ve anket bulgular\u0131na dayanan rapor, temmuz ay\u0131nda yay\u0131mlanan \u201cPerakende Pazar\u0131n\u0131n Gelece\u011fi ve K\u00fcresel Trendler\u201d raporunun devam\u0131 niteli\u011fini ta\u015f\u0131yor. Rapor; k\u00fcresel \u00f6l\u00e7ekte perakendeyi \u015fekillendiren yeni nesil t\u00fcketiciler, kanallar aras\u0131ndaki s\u0131n\u0131rlar\u0131n ortadan kalkmas\u0131, h\u0131zlanan teknolojinin entegrasyonu, s\u00fcrd\u00fcr\u00fclebilirlik, tedarik zincirinde esneklik ve yeni nesil i\u015f g\u00fcc\u00fc uygulamalar\u0131 gibi trendlerin T\u00fcrkiye’deki yans\u0131malar\u0131n\u0131 kapsaml\u0131 bir \u015fekilde ele al\u0131yor.<\/p>\n\n\n\n

T\u00dcS\u0130AD Merkezi<\/strong>‘nde ger\u00e7ekle\u015fen rapor tan\u0131t\u0131m toplant\u0131s\u0131n\u0131n a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131 T\u00dcS\u0130AD Y\u00f6netim Kurulu \u00dcyesi ve Tar\u0131m, G\u0131da ve Hizmetler Yuvarlak Masas\u0131 Ba\u015fkan\u0131 \u0130zzet \u00d6zilhan<\/strong>ger\u00e7ekle\u015ftirdi.<\/p>\n\n\n\n

\u00d6zilhan, konu\u015fmas\u0131nda \u015fu ifadeleri kulland\u0131:<\/p>\n\n\n\n

\u201cPerakende sekt\u00f6r\u00fcn\u00fc do\u011frudan \u015fekillendirecek kamu politikalar\u0131n\u0131n; sekt\u00f6r oyuncular\u0131n\u0131n, i\u015f d\u00fcnyas\u0131 temsil \u00f6rg\u00fctlerinin ve di\u011fer ilgili payda\u015flar\u0131n dahil oldu\u011fu \u00e7ok boyutlu bir isti\u015fare s\u00fcrecinin \u00fcr\u00fcn\u00fc olmas\u0131 b\u00fcy\u00fck \u00f6nem ta\u015f\u0131yor. Zira perakende sekt\u00f6r\u00fcne dair al\u0131nan her karar; tedarik zincirlerinden istihdama, t\u00fcketici refah\u0131ndan dijital d\u00f6n\u00fc\u015f\u00fcm yat\u0131r\u0131mlar\u0131na kadar ekonominin neredeyse t\u00fcm alanlar\u0131nda kar\u015f\u0131l\u0131k buluyor.<\/em><\/p>\n\n\n\n

T\u00fcrkiye’de perakende sekt\u00f6r\u00fcne y\u00f6nelik politika tasar\u0131m\u0131nda d\u00fczenleyici etki analizinin etkin bi\u00e7imde kullan\u0131lmas\u0131n\u0131n, sekt\u00f6r olarak i\u00e7inde bulundu\u011fumuz yap\u0131sal d\u00f6n\u00fc\u015f\u00fcm\u00fcn daha g\u00fc\u00e7l\u00fc, daha \u00f6ng\u00f6r\u00fclebilir ve daha kapsay\u0131c\u0131 bir \u00e7er\u00e7evede y\u00f6netilmesine \u00f6nemli katk\u0131 sa\u011flayaca\u011f\u0131na inan\u0131yorum.\u201d<\/em><\/p>\n\n\n\n

A\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131n ard\u0131ndan, rapor sunumunu ger\u00e7ekle\u015ftiren EY-Parthenon T\u00fcrkiye \u015eirket Orta\u011f\u0131 Yusuf Bulut<\/strong> ise \u015fu de\u011ferlendirmelerde bulundu: <\/p>\n\n\n\n

\u201cPerakende sekt\u00f6r\u00fc, de\u011fi\u015fen t\u00fcketici beklentileriyle birlikte \u00fcretken yapay zek\u00e2n\u0131n t\u00fcm de\u011fer zincirinde yaratt\u0131\u011f\u0131 d\u00f6n\u00fc\u015f\u00fcm\u00fcn merkezinde yer al\u0131yor. K\u00fcresel jeopolitik riskler, artan maliyetler, de\u011fi\u015fen d\u00fczenlemeler ve i\u015f g\u00fcc\u00fc k\u0131r\u0131lganl\u0131klar\u0131 perakendecileri tedarik zincirlerini ve operasyonlar\u0131n\u0131 daha dayan\u0131kl\u0131 hale getirmeye y\u00f6neltiyor. Bu alanlarda teknoloji ve AI destekli optimizasyon ara\u00e7lar\u0131 rekabet avantaj\u0131 sa\u011fl\u0131yor.\u201d<\/em><\/p>\n\n\n\n

Raporda \u00f6ne \u00e7\u0131kan bulgular \u015fu \u015fekilde:<\/strong><\/p>\n\n\n\n

\u00d6zel markal\u0131 \u00fcr\u00fcnlerin pay\u0131n\u0131n y\u00fckseldi\u011fini, fiyatlama ve marka stratejilerinde daha eri\u015filebilir ve rasyonel modellerin \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131n\u0131 vurgulayan rapor; T\u00fcrkiye’de t\u00fcketicilerin kararlar\u0131n\u0131 fiyat-kalite dengesi<\/strong> ekseninde belirledi\u011finin alt\u0131n\u0131 \u00e7iziyor. T\u00fcrkiye genelinde 800 ki\u015fi ile yap\u0131lan saha ara\u015ft\u0131rmas\u0131 sonu\u00e7lar\u0131na g\u00f6re t\u00fcketiciler<\/strong>:<\/p>\n\n\n\n

\u00b7       Risk, teslimat ve fiyat kriterlerine g\u00f6re online ve offline kanallar\u0131 harmanlayarak karar veriyor.<\/p>\n\n\n\n

\u00b7       Online al\u0131\u015fveri\u015fte h\u0131zl\u0131 lojistik, orijinal \u00fcr\u00fcn, g\u00fcvenilir iade ve \u00e7\u00f6z\u00fcm odakl\u0131 m\u00fc\u015fteri hizmetlerini \u00f6ncelikli g\u00f6r\u00fcyor.<\/p>\n\n\n\n

\u00b7       Minimal ve planl\u0131 t\u00fcketim tercih ediyor; sadele\u015ftirilmi\u015f \u00fcr\u00fcn \u00e7e\u015fitlili\u011fi ve kal\u0131c\u0131 de\u011fer sunan fiyatlamay\u0131 \u00f6nemsiyor.<\/p>\n\n\n\n

\u00b7       Eri\u015filebilir ve rasyonel teklifler bekliyor; markalara ba\u011fl\u0131l\u0131klar\u0131 azal\u0131rken, fiyat hassasiyetleri y\u00fckseliyor.<\/p>\n\n\n\n

\u00b7       Demografik farkl\u0131l\u0131klara ve gelir farkl\u0131l\u0131klar\u0131na uygun \u00fcr\u00fcn ve ileti\u015fim bekliyor.<\/p>\n\n\n\n

\u00b7       G\u00fcven ve s\u00fcrd\u00fcr\u00fclebilirlik konusunda \u015feffaf ve \u00f6l\u00e7\u00fclebilir performans bekliyor.<\/p>\n\n\n\n

Rapora g\u00f6re, \u00f6n\u00fcm\u00fczdeki d\u00f6nemde perakende sekt\u00f6r\u00fc i\u00e7in stratejik \u00f6nceli\u011fi olan alanlar ise \u015fu \u015fekilde:<\/p>\n\n\n\n

\u00b7       Veri ve yapay zek\u00e2ya uyum ihtiyac\u0131 kar\u015f\u0131lanmal\u0131.<\/strong><\/p>\n\n\n\n

\u00b7       Fiyat ve gelir bask\u0131lar\u0131 kal\u0131c\u0131<\/strong>: De\u011fer \u00f6nerileri, daha eri\u015filebilir ve rasyonel fiyat-de\u011fer modelleriyle yeniden tasarlanmal\u0131.<\/p>\n\n\n\n

\u00b7       Hibrit ve \u00e7ok kanall\u0131 deneyim<\/strong>: Ma\u011faza ve dijital kanallar, tek bir deneyim omurgas\u0131nda birle\u015fmeli; yat\u0131r\u0131mlar h\u0131zland\u0131r\u0131lmal\u0131.<\/p>\n\n\n\n

\u00b7       S\u00fcrd\u00fcr\u00fclebilirlik ve \u015feffafl\u0131k<\/strong>: Artan reg\u00fclasyon y\u00fck\u00fc ve t\u00fcketici beklentileri, \u00f6l\u00e7\u00fclebilir ve do\u011frulanabilir s\u00fcrd\u00fcr\u00fclebilirlik y\u00f6netimini zorunlu k\u0131l\u0131yor.<\/p>\n\n\n\n

\u00b7       Tedarik zinciri k\u0131r\u0131lganl\u0131klar\u0131<\/strong>: Kaynak \u00e7e\u015fitlendirmesi, yerelle\u015fme ve teknoloji destekli optimizasyon ile daha dayan\u0131kl\u0131 ve esnek modeller geli\u015ftirilmesi gerekiyor.<\/p>\n\n\n\n

\u00b7       \u0130\u015f g\u00fcc\u00fc ve yetenek y\u00f6netimi<\/strong>: Kad\u0131n ve gen\u00e7 istihdam\u0131 desteklenmeli. G\u00fcvenceli ve esnek \u00e7al\u0131\u015fma modelleri ile perakende, s\u00fcrd\u00fcr\u00fclebilir bir kariyer alan\u0131 olarak konumlanmal\u0131.<\/p>\n\n\n\n

\u00b7       S\u00fcrd\u00fcr\u00fclebilir b\u00fcy\u00fcme i\u00e7in b\u00fct\u00fcnc\u00fcl \u00e7er\u00e7eve<\/strong>: Dijitalle\u015fme, rekabet hukuku, tedarik zinciri, finansal modeller, \u00e7al\u0131\u015fma hayat\u0131 ve s\u00fcrd\u00fcr\u00fclebilirlik alanlar\u0131nda \u00f6ng\u00f6r\u00fclebilir d\u00fczenleyici \u00e7er\u00e7eve kritik.<\/p>\n\n\n\n

Etkinlik kapsam\u0131nda, T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu Ba\u015fkan\u0131 Atilla Yerlikaya<\/strong>‘n\u0131n moderat\u00f6rl\u00fc\u011f\u00fcn\u00fc \u00fcstlendi\u011fi \u201cDe\u011fi\u015fen T\u00fcketici, D\u00f6n\u00fc\u015fen Pazar: Perakendenin Gelece\u011fini Anlamak<\/strong>\u201d ba\u015fl\u0131kl\u0131 bir panel de ger\u00e7ekle\u015fti. Panelde; FutureBright Group Y\u00f6netici Orta\u011f\u0131 Akan Abdula<\/strong>, EY-Parthenon T\u00fcrkiye B\u00f6l\u00fcm Ba\u015fkan\u0131 \u00d6zge G\u00fcrsoy B\u00fcy\u00fckav\u015far<\/strong>, Boyner B\u00fcy\u00fck Ma\u011fazac\u0131l\u0131k CEO’su Eren \u00c7amurdan<\/strong>, Ticaret Bakanl\u0131\u011f\u0131 Perakende Ticaret Dairesi Ba\u015fkan\u0131 Burak Kaplan<\/strong> ve T\u00fcrkiye Al\u0131\u015fveri\u015f Merkezleri ve Perakendeciler Federasyonu (TAMPF) Y\u00f6netim Kurulu Ba\u015fkan\u0131 Ahmet \u015e\u00fckr\u00fc Yan\u0131ko\u011flu<\/strong> konu\u015fmac\u0131 olarak yer ald\u0131.<\/p>\n\n\n\n

Toplant\u0131, panelin ard\u0131ndan ger\u00e7ekle\u015fen soru-cevap b\u00f6l\u00fcm\u00fcyle sona erdi.<\/p>\n\n\n\n

T\u00fcrkiye Perakende Pazar De\u011ferlendirmesi Raporu’na eri\u015fmek i\u00e7in:

https:\/\/tusiad.org\/tr\/yayinlar\/raporlar\/item\/11893-turkiye-perakende-pazar-degerlendirmesi<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

T\u00dcS\u0130AD Perakende \u00c7al\u0131\u015fma Grubu faaliyetleri kapsam\u0131nda EY-Parthenon T\u00fcrkiye taraf\u0131ndan haz\u0131rlanan \u201cT\u00fcrkiye Perakende Pazar De\u011ferlendirmesi\u201d ba\u015fl\u0131kl\u0131 rapor,\u00a025 Aral\u0131k Per\u015fembeg\u00fcn\u00fc kamuoyu ile payla\u015f\u0131ld\u0131. 800 t\u00fcketiciyle ger\u00e7ekle\u015ftirilen saha…<\/p>\n","protected":false},"author":6,"featured_media":8246,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[],"class_list":["post-8245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-surmanset"],"_links":{"self":[{"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/posts\/8245","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/comments?post=8245"}],"version-history":[{"count":1,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/posts\/8245\/revisions"}],"predecessor-version":[{"id":8247,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/posts\/8245\/revisions\/8247"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/media\/8246"}],"wp:attachment":[{"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/media?parent=8245"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/categories?post=8245"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mallandmotto.com\/index.php\/wp-json\/wp\/v2\/tags?post=8245"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}