{"id":7825,"date":"2026-11-11T07:00:27","date_gmt":"2026-11-11T06:00:27","guid":{"rendered":"https:\/\/www.insightsofa.com\/?p=7825"},"modified":"2026-11-10T11:29:02","modified_gmt":"2026-11-10T10:29:02","slug":"muj-albert-aneb-kdyz-spadne-vernostni-program","status":"publish","type":"post","link":"https:\/\/www.insightsofa.com\/cs\/muj-albert-aneb-kdyz-spadne-vernostni-program\/","title":{"rendered":"M\u016fj Albert aneb Kdy\u017e spadne v\u011brnostn\u00ed program"},"content":{"rendered":"

Albert m\u011bl skoro m\u011bs\u00edc vypnutou v\u011brnostn\u00ed aplikaci. A p\u0159esto z toho nebyla \u017e\u00e1dn\u00e1 velk\u00e1 medi\u00e1ln\u00ed af\u00e9ra. Firma toti\u017e z\u00e1kazn\u00edk\u016fm neposlala omluvn\u00fd e-mail, ale dala v\u0161em z\u00e1kazn\u00edk\u016fm stejnou slevu. Dnes se aplikace vrac\u00ed. A s n\u00ed p\u0159ich\u00e1z\u00ed i nejt\u011b\u017e\u0161\u00ed \u010d\u00e1st cel\u00e9 krize.<\/b><\/p>\n

Jak to za\u010dalo? V pond\u011bl\u00ed 12. \u0159\u00edjna, stoj\u00edte u samoobslu\u017en\u00e9 pokladny v Albertu. Naskenujete sv\u016fj n\u00e1kup, otev\u0159ete svou aplikaci M\u016fj Albert a na displeji se v\u00e1m zobraz\u00ed jen chybov\u00e9 hl\u00e1\u0161en\u00ed. Kupony nenab\u011bhnou a kredity nejdou uplatnit.<\/p>\n

Kdo n\u011bkdy st\u00e1l za pokladnou nebo sed\u011bl na z\u00e1kaznick\u00e9 lince, v\u00ed, co n\u00e1sleduje potom. Fronta, nerv\u00f3zn\u00ed lidi za z\u00e1dy a ot\u00e1zka, na kterou nikdo nezn\u00e1 odpov\u011b\u010f: kdy to zase pojede? V\u011brnostn\u00ed aplikace dnes nen\u00ed marketingov\u00e1 hra\u010dka, ale pen\u011b\u017eenka se slevami. Kdy\u017e spadne, z\u00e1kazn\u00edk ne\u0159e\u0161\u00ed techniku. Ale re\u00e1ln\u011b \u0159e\u0161\u00ed to, \u017ee mu n\u011bkdo s\u00e1hl na pen\u00edze.<\/p>\n

Co se stalo<\/h2>\n

Mate\u0159skou skupinu Ahold Delhaize zas\u00e1hl 11. \u0159\u00edjna kybernetick\u00fd \u00fatok. \u010cesk\u00fd Albert druh\u00fd den aplikaci rad\u011bji preventivn\u011b vypnul, at to i kdy\u017e u n\u00e1s nic prokazateln\u011b nespadlo. V\u00fdpadek trval zhruba 30 dn\u00ed.<\/p>\n\n\n\n\n\n\n\n\n\n\n\n
\n

Datum<\/p>\n<\/th>\n

\n

Co se stalo<\/p>\n<\/th>\n<\/tr>\n

\n

11. 10.<\/p>\n<\/td>\n

\n

Kybernetick\u00fd incident ve skupin\u011b Ahold Delhaize<\/p>\n<\/td>\n<\/tr>\n

\n

12. 10.<\/p>\n<\/td>\n

\n

Aplikace M\u016fj Albert p\u0159est\u00e1v\u00e1 fungovat. Slevy, kter\u00e9 jinak plat\u00ed jen pro u\u017eivatele aplikace, dost\u00e1vaj\u00ed u pokladny v\u0161ichni z\u00e1kazn\u00edci<\/p>\n<\/td>\n<\/tr>\n

\n

15. 10.<\/p>\n<\/td>\n

\n

Ofici\u00e1ln\u00ed ozn\u00e1men\u00ed: odst\u00e1vka potrv\u00e1 d\u00e9le ne\u017e obvykle<\/p>\n<\/td>\n<\/tr>\n

\n

18. 10.<\/p>\n<\/td>\n

\n

Nizozemsk\u00fd Albert Heijn m\u00e1 web i aplikaci zp\u00e1tky<\/p>\n<\/td>\n<\/tr>\n

\n

19. 10.<\/p>\n<\/td>\n

\n

Ahold potvrzuje \u00famysln\u00fd \u00fatok a pod\u00e1v\u00e1 trestn\u00ed ozn\u00e1men\u00ed<\/p>\n<\/td>\n<\/tr>\n

\n

21. 10.<\/p>\n<\/td>\n

\n

Nav\u00edc 15% sleva pro v\u0161echny na nezlevn\u011bn\u00e9 v\u00fdrobky Nature\u2019s Promise a Albert Bio<\/p>\n<\/td>\n<\/tr>\n

\n

5. 11.<\/p>\n<\/td>\n

\n

Albert oznamuje n\u00e1vrat aplikace a od\u0161kodn\u011bn\u00ed<\/p>\n<\/td>\n<\/tr>\n

\n

11. 11.<\/p>\n<\/td>\n

\n

Aplikace se vrac\u00ed. Do 17. 11. dvojn\u00e1sobek slev i kredit\u016f<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Ahold zat\u00edm uv\u00e1d\u00ed, \u017ee nem\u00e1 d\u016fkazy o odcizen\u00ed citliv\u00fdch \u00fadaj\u016f z\u00e1kazn\u00edk\u016f. Je to vyj\u00e1d\u0159en\u00ed firmy, ale vy\u0161et\u0159ov\u00e1n\u00ed st\u00e1le pokra\u010duje.<\/p>\n

Co Albert ud\u011blal dob\u0159e<\/h2>\n

Hned prvn\u00ed den prom\u00edtl ceny, kter\u00e9 jinak plat\u00ed jen s aplikac\u00ed, do cen pro v\u0161echny. Ne\u0159e\u0161il, jak v\u00fdpadek vysv\u011btlit. \u0158e\u0161il, aby kv\u016fli n\u011bmu nikdo neplatil v\u00edc.<\/p>\n

Znamenalo to rozhodnout b\u011bhem p\u00e1r hodin a p\u0159enastavit ceny na pokladn\u00e1ch ve zhruba 350 prodejn\u00e1ch tak, aby to je\u0161t\u011b ten den fungovalo. Kdo za\u017eil, jak dlouho ve velk\u00e9 firm\u011b trv\u00e1 zm\u011bnit jednu cenovku, v\u00ed, \u017ee to nen\u00ed samoz\u0159ejmost. \u0158eknu to na rovinu: klobouk dol\u016f. Podle Albertu ho to st\u00e1lo p\u0159es 20 milion\u016f korun t\u00fddn\u011b.<\/p>\n

K tomu p\u0159idal dal\u0161\u00ed kroky:<\/p>\n

    \n
  • Jasn\u00fd slib hned prvn\u00ed den.<\/b>\u00a0\u0158editel komunikace Ji\u0159\u00ed Mare\u010dek ujistil, \u017ee nikdo nep\u0159ijde o body ani kredity.<\/span><\/li>\n
  • Informace p\u0159\u00edmo v prodejn\u011b.<\/b>\u00a0Hl\u00e1\u0161en\u00ed v rozhlasu a ozn\u00e1men\u00ed na samoobslu\u017en\u00fdch pokladn\u00e1ch, nejen tiskov\u00e1 zpr\u00e1va na webu.<\/span><\/li>\n
  • Bezpe\u010dnost p\u0159ed rychlost\u00ed.<\/b>\u00a0Aplikaci podle sv\u00fdch slov spustil a\u017e ve chv\u00edli, kdy si byl jist\u00fd, \u017ee syst\u00e9my funguj\u00ed bezpe\u010dn\u011b.<\/span><\/li>\n<\/ul>\n

    Omluvn\u00fd e-mail firmu nic nestoj\u00ed a z\u00e1kazn\u00edkovi nic ned\u00e1. Sleva u pokladny je omluva, kterou si \u010dlov\u011bk odnese ve sv\u00e9 pen\u011b\u017eence.<\/p>\n

    Kde to drhlo<\/h2>\n

    Plo\u0161n\u00e1 sleva m\u00e1 vadu: nejv\u00edc pomohla t\u011bm, kdo aplikaci nikdy nem\u011bli. Pravideln\u00ed u\u017eivatel\u00e9 naopak nemohli uplatnit kredity ani osobn\u00ed kupony a body za nov\u00e9 n\u00e1kupy se jim nep\u0159ipisovaly. Chyb\u011bj\u00edc\u00ed kredity mohli reklamovat e-mailem s fotkou \u00fa\u010dtenky, vy\u0159izovat se to ale za\u010dne a\u017e po v\u00fdpadku. V\u00fdpadek v\u011brnostn\u00edho programu nejv\u00edc bol\u00ed pr\u00e1v\u011b ty, kv\u016fli kter\u00fdm program existuje.<\/p>\n

    Druhou slabinou bylo \u010dek\u00e1n\u00ed bez term\u00ednu. Albert skoro m\u011bs\u00edc ne\u0159ekl, kdy aplikace nab\u011bhne, p\u0159esto\u017ee v Nizozemsku fungovala u\u017e po t\u00fddnu. Pro\u010d to u n\u00e1s trvalo d\u00e9le, z ve\u0159ejn\u00fdch vyj\u00e1d\u0159en\u00ed jasn\u00e9 nen\u00ed. Ticho si lid\u00e9 dopln\u00ed sami, a obvykle h\u016f\u0159, ne\u017e je skute\u010dnost.<\/p>\n

    Dnes jde Albert s k\u016f\u017e\u00ed na trh<\/h2>\n

    Od dne\u0161n\u00edho r\u00e1na plat\u00ed ceny \u201es aplikac\u00ed\u201c zase jen pro ty, kdo ji maj\u00ed a na\u010dtou ji u pokladny. Za m\u011bs\u00edc si ale lid\u00e9 zvykli. A co si budeme nalh\u00e1vat, ztr\u00e1ta bol\u00ed v\u00edc ne\u017e v\u00fdhoda, kterou \u010dlov\u011bk nikdy nem\u011bl, a tak je mo\u017en\u00e9, \u017ee konec mimo\u0159\u00e1dn\u00e9ho re\u017eimu bude \u0159ada z\u00e1kazn\u00edk\u016f br\u00e1t jako zdra\u017een\u00ed.<\/p>\n

    U\u017eivatel\u016fm aplikace Albert n\u00e1vrat oslad\u00ed: do 17. listopadu dostanou dvojn\u00e1sobek slev i kredit\u016f a nov\u00e1 digit\u00e1ln\u00ed sb\u011bratelsk\u00e1 karti\u010dka za\u010dne se \u010dty\u0159mi body m\u00edsto t\u0159\u00ed. Od\u0161kodn\u011bn\u00ed tak kone\u010dn\u011b m\u00ed\u0159\u00ed na ty nejv\u011brn\u011bj\u0161\u00ed. Z\u00e1kazn\u00edk bez aplikace ale dnes uvid\u00ed jen vy\u0161\u0161\u00ed \u00fa\u010det. A jestli pochop\u00ed pro\u010d, z\u00e1le\u017e\u00ed hlavn\u011b na samotn\u00e9 pokladn\u00ed.<\/p>\n

    V\u00fdpadek jako nejlep\u0161\u00ed reklama na v\u011brnostn\u00ed program<\/h2>\n

    M\u016f\u017ee to ale dopadnout i dob\u0159e. Albert si mo\u017en\u00e1 necht\u011bn\u011b ud\u011blal nejlep\u0161\u00ed kampa\u0148 na svou aplikaci za dlouhou dobu. M\u011bs\u00edc nakupoval ka\u017ed\u00fd za \u010dlensk\u00e9 ceny. Kdo aplikaci nem\u011bl, poprv\u00e9 uvid\u011bl na vlastn\u00edm \u00fa\u010dtu, kolik by u\u0161et\u0159il. \u017d\u00e1dn\u00fd let\u00e1k, \u017e\u00e1dn\u00e1 reklama. Prost\u011b \u00fa\u010dtenka.<\/p>\n

    Te\u010f stoj\u00ed p\u0159ed jednoduchou volbou: platit v\u00edc, nebo si aplikaci st\u00e1hnout. Je docela mo\u017en\u00e9, \u017ee se p\u0159ihl\u00e1s\u00ed i lid\u00e9, kte\u0159\u00ed se do programu dosud nehrnuli. Kolik jich bude, zat\u00edm nikdo nev\u00ed, Albert by to ale m\u011bl pe\u010dliv\u011b sledovat.<\/p>\n

    Nejlep\u0161\u00ed reklamou na v\u011brnostn\u00ed program je, kdy\u017e \u010dlov\u011bk pozn\u00e1 jeho v\u00fdhody na vlastn\u00ed k\u016f\u017ei. Jen\u017ee kdo si aplikaci st\u00e1hne jen proto, aby nezaplatil v\u00edc, je\u0161t\u011b v\u011brn\u00fdm z\u00e1kazn\u00edkem nen\u00ed. T\u00edm se stane, a\u017e kdy\u017e bude m\u00edt z \u010dlenstv\u00ed dobr\u00fd pocit. Registrace by proto m\u011bla b\u00fdt ot\u00e1zkou minuty, aplikace by mu m\u011bla hned uk\u00e1zat, kolik u\u0161et\u0159il, a pokladn\u00ed by mu m\u011bla ochotn\u011b poradit, kdy\u017e si nebude v\u011bd\u011bt rady. Pokud tohle Albert zvl\u00e1dne, m\u016f\u017ee z krize vyj\u00edt s v\u00edce \u010dleny, ne\u017e m\u011bl p\u0159ed n\u00ed.<\/p>\n

    A m\u00e1 to je\u0161t\u011b jeden rozm\u011br. Ahold kupuje \u010desk\u00e9 Tesco a po p\u0159evzet\u00ed chce sjednotit i v\u011brnostn\u00ed programy. Dne\u0161ek je tak z\u00e1rove\u0148 gener\u00e1lkou na p\u0159echod z\u00e1kazn\u00edk\u016f s kartou Clubcard, ale v\u011b\u0159\u00edm, \u017ee na toto sjednoceni se je\u0161t\u011b pod\u00edv\u00e1me z bl\u00edzka.<\/p>\n

    Co si z toho vz\u00edt<\/h2>\n

    V\u00fdpadek m\u016f\u017ee potkat v\u011brnostn\u00ed program, e-shop, rezerva\u010dn\u00ed syst\u00e9m i klientskou z\u00f3nu. Rozd\u00edl je jen v tom, jestli budete m\u00edt pl\u00e1n, nebo budete improvizovat.<\/p>\n

      \n
    1. Rozhodn\u011bte p\u0159edem, co se stane s cenami.<\/b>\u00a0Kdo schv\u00e1l\u00ed slevy pro v\u0161echny a do kolika hodin.<\/span><\/li>\n
    2. Prvn\u00ed den \u0159ekn\u011bte, o co z\u00e1kazn\u00edk nep\u0159ijde.<\/b>\u00a0Body, kredity, objedn\u00e1vky, pen\u00edze. Uklidn\u00ed ho jistota, ne vysv\u011btlov\u00e1n\u00ed p\u0159\u00ed\u010din.<\/span><\/li>\n
    3. Informujte tam, kde z\u00e1kazn\u00edk stoj\u00ed.<\/b>\u00a0U pokladny, v rozhlasu, na displeji, v SMS.<\/span><\/li>\n
    4. P\u0159ipravte lidi u pokladen a na infolince.<\/b>\u00a0Bez jasn\u00fdch odpov\u011bd\u00ed jim zbude jen \u201enev\u00edm\u201c a schytaj\u00ed na\u0161tv\u00e1n\u00ed za probl\u00e9m, za kter\u00fd nemohou.<\/span><\/li>\n
    5. Myslete na nejv\u011brn\u011bj\u0161\u00ed.<\/b>\u00a0Plo\u0161n\u00e9 \u0159e\u0161en\u00ed jim pom\u016f\u017ee nejm\u00e9n\u011b. Od\u0161kodn\u011bn\u00ed pro n\u011b m\u011bjte hned, ne a\u017e po krizi.<\/span><\/li>\n
    6. D\u00e1vejte term\u00edn, i kdy\u017e je to jen odhad.<\/b><\/span><\/li>\n
    7. Napl\u00e1nujte i konec mimo\u0159\u00e1dn\u00e9ho re\u017eimu.<\/b>\u00a0N\u00e1vrat do b\u011b\u017en\u00e9ho stavu b\u00fdv\u00e1 t\u011b\u017e\u0161\u00ed ne\u017e samotn\u00e1 krize.<\/span><\/li>\n
    8. M\u011b\u0159te.<\/b>\u00a0Hovory na infolinku, st\u00ed\u017enosti a kolik lid\u00ed se do aplikace vr\u00e1t\u00ed nebo nov\u011b p\u0159ihl\u00e1s\u00ed.<\/span><\/li>\n
    9. Mal\u00e1 prosba na z\u00e1v\u011br<\/li>\n<\/ol>\n

      Albert si trp\u011blivost z\u00e1kazn\u00edk\u016f koupil, doslova za des\u00edtky milion\u016f korun. Jestli se mu to vyplat\u00ed, uk\u00e1\u017ee a\u017e po\u010det lid\u00ed v aplikaci za p\u00e1r t\u00fddn\u016f.<\/p>\n

      Do t\u00e9 doby bu\u010fte shov\u00edvav\u00ed. A\u017e dnes v Albertu uvid\u00edte p\u0159ed sebou u pokladny n\u011bkoho, kdo zb\u011bsile \u0165uk\u00e1 do telefonu a vzpom\u00edn\u00e1 na heslo k \u00fa\u010dtu zalo\u017een\u00e9mu p\u0159ed t\u0159emi lety, nesm\u011bjte se mu. Mo\u017en\u00e1 pr\u00e1v\u011b sledujete, jak se z nespokojen\u00e9ho z\u00e1kazn\u00edka rod\u00ed ten v\u011brn\u00fd \u010dlen. Nebo aspo\u0148 \u010dlov\u011bk, kter\u00fd si heslo kone\u010dn\u011b zap\u00ed\u0161e.<\/p>\n

      A co va\u0161e firma? Pokud je v\u00e1\u0161 krizov\u00fd pl\u00e1n zat\u00edm jen e-mail se slovy \u201eomlouv\u00e1me se za komplikace\u201c, je nejvy\u0161\u0161\u00ed \u010das ho p\u0159epsat. Ide\u00e1ln\u011b d\u0159\u00edv, ne\u017e v\u00e1m ho n\u011bkdo vypne.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Albert m\u011bl skoro m\u011bs\u00edc vypnutou v\u011brnostn\u00ed aplikaci. A p\u0159esto z […]<\/p>\n","protected":false},"author":5,"featured_media":7826,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[51,72,66],"tags":[70],"class_list":["post-7825","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cx-technologie-a-trendy","category-vsechny-clanky","category-domaci-cz","tag-featured"],"_links":{"self":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7825","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/comments?post=7825"}],"version-history":[{"count":1,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7825\/revisions"}],"predecessor-version":[{"id":7827,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/posts\/7825\/revisions\/7827"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media\/7826"}],"wp:attachment":[{"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/media?parent=7825"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/categories?post=7825"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insightsofa.com\/cs\/wp-json\/wp\/v2\/tags?post=7825"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}