{"id":5903,"date":"2026-02-24T07:59:05","date_gmt":"2026-02-24T07:59:05","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/5903\/"},"modified":"2026-02-24T07:59:05","modified_gmt":"2026-02-24T07:59:05","slug":"expirace-bodu-jako-byznys-retezce-pocitaji-s-tim-ze-je-nestihnete-utratit","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/5903\/","title":{"rendered":"Expirace bod\u016f jako byznys: \u0158et\u011bzce po\u010d\u00edtaj\u00ed s\u00a0t\u00edm, \u017ee je nestihnete utratit"},"content":{"rendered":"

\u201eSb\u00edral jsem body cel\u00fd rok, v\u00a0aplikaci jsem jich m\u011bl okolo 800\u00a0z\u00a0n\u00e1kup\u016f za n\u011bkolik des\u00edtek tis\u00edc korun. Neutr\u00e1cel jsem je a\u00a0koncem roku najednou v\u0161echny zmizely. \u017d\u00e1dn\u00e1 esemeska, e-mail, notifikace v\u00a0aplikaci, nic,\u201c upozornil jeden ze z\u00e1kazn\u00edk\u016f s\u00edt\u011b Billa.<\/p>\n

Nakupuj\u00edc\u00ed v\u00a0programu Billa Club z\u00edsk\u00e1 za ka\u017ed\u00fdch 50\u00a0utracen\u00fdch korun jeden bod. Zm\u00edn\u011bn\u00fd z\u00e1kazn\u00edk tedy v\u00a0minul\u00e9m roce nakoupil zbo\u017e\u00ed asi za 40\u00a0000\u00a0korun. Body mohl prom\u011bnit za slevy ve stovk\u00e1ch korun, ale o\u00a0tyto v\u00fdhody nen\u00e1vratn\u011b p\u0159i\u0161el.<\/p>\n

Z vyj\u00e1d\u0159en\u00ed Billy na dotaz redakce je z\u0159ejm\u00e9, \u017ee v\u0161e prob\u011bhlo v\u00a0souladu s\u00a0obchodn\u00edmi podm\u00ednkami. Sv\u00e9 z\u00e1kazn\u00edky pr\u00fd o\u00a0expiraci bod\u016f informovala v\u00a0roce 2024, kdy\u017e tato zm\u011bna za\u010dala platit.<\/p>\n

Podobn\u011b nemil\u00e9 \u201ebodov\u00e9 p\u0159ekvapen\u00ed\u201c ale m\u016f\u017ee potkat i\u00a0z\u00e1kazn\u00edky jin\u00fdch obchodn\u00edch \u0159et\u011bzc\u016f, a\u00a0to nejen s\u00a0potravinami. Bodov\u00fd syst\u00e9m na v\u011brnostn\u00edch kart\u00e1ch vyu\u017e\u00edvaj\u00ed des\u00edtky s\u00edt\u00ed a\u00a0z n\u011bkolika d\u016fvod\u016f pro n\u011b nen\u00ed v\u016fbec v\u00fdhodn\u00e9, aby si z\u00e1kazn\u00edci slevy hromadili.<\/p>\n

<\/a><\/p>\n

T\u0159eba Kaufland m\u00e1 ve sv\u00fdch podm\u00ednk\u00e1ch u\u017e\u00edv\u00e1n\u00ed v\u011brnostn\u00ed karty Kaufland Card uvedeno, \u017ee platnost v\u011brnostn\u00edch bod\u016f je omezena pouze na \u0161est m\u011bs\u00edc\u016f ode dne jejich p\u0159ips\u00e1n\u00ed na \u00fa\u010det. Body miz\u00ed ve stanoven\u00fd den \u010dty\u0159ikr\u00e1t za rok. V\u00a0Tescu i\u00a0Globusu se body \u201evypa\u0159\u00ed\u201c po jednom roce. Po roce body vypr\u0161\u00ed tak\u00e9 v\u00a0s\u00edti drogerii Rossmann nebo v\u00a0n\u011bkter\u00fdch obchodn\u00edch centrech.<\/p>\n

Podle vysv\u011btlen\u00ed Billy ro\u010dn\u00ed jednotn\u00e1 expirace pom\u00e1h\u00e1 udr\u017eet \u201ejednoduch\u00e1, f\u00e9rov\u00e1 a\u00a0p\u0159ehledn\u00e1 pravidla pro v\u0161echny \u010dleny\u201c. Na dotaz, zda z\u00e1kazn\u00edky p\u0159edem informuje o\u00a0bl\u00ed\u017e\u00edc\u00edm se term\u00ednu vypr\u0161en\u00ed bod\u016f, mluv\u010d\u00ed Dana Brat\u00e1nkov\u00e1 sd\u011blila, \u017ee to souvis\u00ed se dv\u011bma faktory\u00a0\u2013 marketingov\u00fdm souhlasem z\u00e1kazn\u00edka se zas\u00edl\u00e1n\u00edm SMS \u010di push notifikac\u00ed (ne ka\u017ed\u00fd jej poskytne) a\u00a0technick\u00fdmi a\u00a0legislativn\u00edmi limity. \u201eN\u011bkter\u00e9 typy notifikac\u00ed (nap\u0159. transak\u010dn\u00ed SMS) maj\u00ed sv\u00e1 pravidla, a\u00a0jejich odes\u00edl\u00e1n\u00ed nen\u00ed mo\u017en\u00e9 pou\u017e\u00edt pro v\u0161echny typy upozorn\u011bn\u00ed,\u201c uvedla.<\/p>\n

Konkr\u00e9tn\u00ed \u00fadaje o\u00a0po\u010dtu expirovan\u00fdch bod\u016f ani jejich finan\u010dn\u00ed hodnot\u011b spole\u010dnost nezve\u0159ejnila. \u201eObecn\u011b ale plat\u00ed, \u017ee ur\u010dit\u00fd pod\u00edl nevyu\u017eit\u00fdch bod\u016f je u\u00a0v\u011brnostn\u00edch program\u016f b\u011b\u017en\u00fd,\u201c dodala. Ani dal\u0161\u00ed obchodn\u00edci nesd\u011bluj\u00ed informaci, kolik bod\u016f celkem loni propadlo. Ale je z\u0159ejm\u00e9, \u017ee s\u00a0t\u00edm ve sv\u00fdch strategi\u00edch po\u010d\u00edtaj\u00ed.<\/p>\n

Miz\u00ed a\u017e des\u00edtky procent bod\u016f<\/p>\n

Podle n\u011bkter\u00fdch expertn\u00edch n\u00e1zor\u016f, a\u00a0tak\u00e9 v\u00fdsledk\u016f r\u016fzn\u00fdch studi\u00ed, je propad\u00e1v\u00e1n\u00ed bod\u016f prom\u011bnn\u00e1, se kterou dop\u0159edu firmy po\u010d\u00edtaj\u00ed, kdy\u017e nastavuj\u00ed ekonomiku sv\u00fdch v\u011brnostn\u00edch program\u016f. Kv\u016fli tomu sleduj\u00ed ukazatel \u201eloyality breakage\u201c, kter\u00fd ukazuje pravd\u011bpodobnost neuplatn\u011bn\u00ed bod\u016f, voucher\u016f nebo slev.<\/p>\n

\u201eN\u011bkter\u00e9 studie uv\u00e1d\u011bj\u00ed pr\u016fm\u011brnou m\u00edru breakage v\u00a0rozmez\u00ed p\u011bt a\u017e 30\u00a0%, zat\u00edmco jin\u00e9 uv\u00e1d\u011bj\u00ed vy\u0161\u0161\u00ed nebo ni\u017e\u0161\u00ed m\u00edru. Nap\u0159\u00edklad u\u00a0v\u011brnostn\u00edch program\u016f v\u00a0maloobchod\u011b je m\u00edra okolo 25\u00a0%, zat\u00edmco leteck\u00e9 spole\u010dnosti vykazuj\u00ed mnohem vy\u0161\u0161\u00ed m\u00edru,\u201c uv\u00e1d\u00ed zahrani\u010dn\u00ed softwarov\u00e1 platforma pro spr\u00e1vu marketingov\u00fdch kampan\u00ed Voucherify.<\/p>\n

Zmi\u0148uje \u010dty\u0159i d\u016fvody, pro\u010d obecn\u011b body propad\u00e1vaj\u00ed. Prvn\u00edm je, \u017ee z\u00e1kazn\u00edci nesleduj\u00ed datum jejich expirace. Druh\u00fdm d\u016fvodem je, \u017ee nedostanou \u017e\u00e1dn\u00e9 upozorn\u011bn\u00ed, co\u017e ale m\u016f\u017ee b\u00fdt t\u00edm, \u017ee maj\u00ed vypnut\u00e9 ozn\u00e1men\u00ed v\u00a0mobiln\u00ed aplikaci. T\u0159et\u00edm d\u016fvodem b\u00fdv\u00e1, \u017ee programy nejsou dostate\u010dn\u011b motivuj\u00edc\u00ed\u00a0\u2013 nap\u0159\u00edklad nab\u00edzej\u00ed z\u00e1kazn\u00edk\u016fm produkty, kter\u00e9 ve skute\u010dnosti necht\u011bj\u00ed. M\u016f\u017ee se ale tak\u00e9 st\u00e1t, \u017ee firmy sv\u00e9 z\u00e1kazn\u00edky o\u00a0podm\u00ednk\u00e1ch vyu\u017eit\u00ed v\u00fdhod nedostate\u010dn\u011b informuj\u00ed.<\/p>\n

<\/a><\/p>\n

Billa uv\u00e1d\u00ed je\u0161t\u011b jeden d\u016fvod, kter\u00fd zmi\u0148uje v\u00edce studi\u00ed. \u201eExpirace zaji\u0161\u0165uje transparentn\u00ed a\u00a0jednoduch\u00e9 pravidlo, kter\u00e9 se z\u00e1kazn\u00edci snadno nau\u010d\u00ed. Odpov\u00edd\u00e1 \u00fa\u010detn\u00edm a\u00a0da\u0148ov\u00fdm princip\u016fm, podle kter\u00fdch mus\u00ed b\u00fdt v\u011brnostn\u00ed z\u00e1vazky pravideln\u011b uzav\u00edr\u00e1ny,\u201c uvedla Brat\u00e1nkov\u00e1.<\/p>\n

Studie Capgemini z\u00a0roku 2017\u00a0uvedla, \u017ee firmy \u201epl\u00fdtvaj\u00ed miliardami\u201c na programy, kter\u00e9 dnes nefunguj\u00ed jako d\u0159\u00edve. Riziko neefektivity zm\u00ednila tak\u00e9 je\u0161t\u011b star\u0161\u00ed studie McKinsey. Podle n\u00ed n\u011bkter\u00e9 sektory (nap\u0159\u00edklad hotelnictv\u00ed) skute\u010dn\u011b z\u00a0program\u016f profitovaly, ale v\u00a0jin\u00fdch sektorech (mj. potravin\u00e1\u0159sk\u00fd retail a\u00a0leteck\u00e9 spole\u010dnosti) m\u011bly programy negativn\u00ed dopad na r\u016fst firem, pokud na nich st\u00e1la jejich strategie.<\/p>\n

Proto\u017ee firmy slibuj\u00ed budouc\u00ed pln\u011bn\u00ed v\u00a0podob\u011b slev \u010di odm\u011bn, mus\u00ed si v\u00a0\u00fa\u010detnictv\u00ed vytvo\u0159it z\u00e1vazek, a\u00a0to potenci\u00e1ln\u011b zvy\u0161uje n\u00e1klady a\u00a0sni\u017euje hospod\u00e1\u0159sk\u00fd v\u00fdsledek. Nen\u00ed tak pro n\u011b \u017e\u00e1douc\u00ed, aby body platily neomezen\u011b. Tato logika se prom\u00edt\u00e1 do ekonomiky v\u011brnostn\u00edch program\u016f.<\/p>\n

S nastavov\u00e1n\u00edm v\u011brnostn\u00edch program\u016f \u010desk\u00fdm firm\u00e1m m\u00e1 zku\u0161enosti \u010desk\u00fd marketingov\u00fd expert Robert A. Le Veneur, \u0159editel \u0161v\u00fdcarsk\u00e9 poradensk\u00e9 spole\u010dnosti Le Veneur S\u00e0rl. Podle n\u011bj n\u011bkdy ze zm\u00edn\u011bn\u00fdch dopad\u016f do \u00fa\u010detnictv\u00ed a\u00a0v\u00fdsledk\u016f firmy finan\u010dn\u00edm \u0159editel\u016fm vst\u00e1vaj\u00ed vlasy hr\u016fzou.<\/p>\n

\u201eT\u0159eba Delta Airlines m\u011bla ob\u010das v\u00a0t\u011bchto z\u00e1vazc\u00edch p\u011bt miliard dolar\u016f. Starbucks v\u00a0roce 2022\u00a0m\u011bl z\u00e1vazky 1,6\u00a0miliardy dolar\u016f. A\u00a0nikdo do posledn\u00ed chv\u00edle nev\u00ed, zda to bude zisk, anebo ztr\u00e1ta,\u201c zm\u00ednil. Podle n\u011bj je v\u011bt\u0161ina v\u011brnostn\u00edch program\u016f neefektivn\u00edch nebo dokonce prod\u011bl\u00e1v\u00e1.<\/p>\n

<\/a><\/p>\n

Nej\u010dast\u011bj\u0161\u00ed doba expirace je podle Le Veneura jeden rok. Jak uv\u00e1d\u00ed, jedn\u00edm z\u00a0d\u016fvod\u016f je zvy\u0161ov\u00e1n\u00ed loajality z\u00e1kazn\u00edka. Expirace ho m\u00e1 motivovat k\u00a0tomu, aby utr\u00e1cel a\u00a0zapamatoval si zna\u010dku nebo produkty. Dod\u00e1v\u00e1, \u017ee dal\u0161\u00edm d\u016fvodem expirace je drah\u00e1 a\u00a0pom\u011brn\u011b n\u00e1ro\u010dn\u00e1 \u00faschova dat. \u201eKdyby doch\u00e1zelo k\u00a0tomu, \u017ee body m\u016f\u017eete uschov\u00e1vat na velmi dlouhou dobu, extr\u00e9mn\u011b by vzr\u016fstaly n\u00e1klady na \u00faschovu dat,\u201c \u0159\u00edk\u00e1.<\/p>\n

P\u0159ipou\u0161t\u00ed v\u0161ak, \u017ee firmy p\u0159i nastavov\u00e1n\u00ed v\u011brnostn\u00edch program\u016f dop\u0159edu po\u010d\u00edtaj\u00ed s\u00a0t\u00edm, \u017ee \u010d\u00e1st v\u00fdhod z\u016fstane nevyu\u017eit\u00e1. \u201eN\u011bkte\u0159\u00ed obchodn\u00edci spol\u00e9haj\u00ed na to, \u017ee velk\u00e1 \u010d\u00e1st t\u011bchto bod\u016f expiruje,\u201c uvedl a\u00a0dodal: \u201eS propadnut\u00edm bod\u016f po\u010d\u00edtaj\u00ed f\u00e9rov\u00e9 programy jenom v\u00a0omezen\u00e9 m\u00ed\u0159e a\u00a0sna\u017e\u00ed se mu p\u0159edej\u00edt, proto\u017ee to m\u016f\u017ee po\u0161kodit vztah se z\u00e1kazn\u00edkem.\u201c<\/p>\n

Podle n\u011bj v\u011brnostn\u00ed programy, kter\u00e9 cht\u011bj\u00ed budovat oboustrann\u011b dlouhodob\u011b v\u00fdhodn\u00fd vztah, naopak upozor\u0148uj\u00ed z\u00e1kazn\u00edky na to, \u017ee body vypr\u0161\u00ed. Z\u00e1kazn\u00edci toti\u017e p\u0159i uplatn\u011bn\u00ed bod\u016f velmi \u010dasto nakoup\u00ed i\u00a0n\u011bco jin\u00e9ho.<\/p>\n","protected":false},"excerpt":{"rendered":"\u201eSb\u00edral jsem body cel\u00fd rok, v\u00a0aplikaci jsem jich m\u011bl okolo 800\u00a0z\u00a0n\u00e1kup\u016f za n\u011bkolik des\u00edtek tis\u00edc korun. Neutr\u00e1cel jsem…\n","protected":false},"author":2,"featured_media":5904,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[67,68,2323,4226,850,2672],"class_list":{"0":"post-5903","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-byznys","8":"tag-business","9":"tag-byznys","10":"tag-marketing","11":"tag-obchodni-retezce","12":"tag-potraviny","13":"tag-slevy"},"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/5903","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=5903"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/5903\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/5904"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=5903"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=5903"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=5903"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}