Ecommerce uye Retail

Nei Yakananga kuVatengi maBrands ari Kutanga Kuvaka Zvidhinha neMortar Stores

Nzira yakanakisa yekuti mabhureki ape zvibvumirano zvinoyevedza kune vatengi ndeyekucheka vanopindirana. Izvo zvishoma zvinopinda pakati, zvishoma mutengo wekutenga kune vatengi. Iko hakuna mhinduro iri nani yekuita izvi pane kubatana nevatengi kuburikidza neInternet. Ne 2.53 bhiriyoni vashandisi ve smartphone uye mamirioni emakomputa emunhu, uye 12-24 miriyoni eCommerce zvitoro, vatengesi havachatsamira pazvitoro zvekutengesa zvekutengesa. Muchokwadi, kugadziridzwa kwedhijitari pazvikonzero zvakaita sekutenga maitiro, ruzivo rwemunhu, uye zviitiko zvesocial media, zviri nyore kupfuura nzira dzekunze dzekudzosera vatengi.

Zvinotyisa, nemamwe chaiwo e-commerce bhizinesi mazano, online portals mazuva ano ari kuratidza kufarira kukuru mukuvhura mashandiro avo ezvidhinha-nedhaka. Neimwe nzira inonzi clicks to brinks, chiitiko ichi hachisati chave kunzwisiswa nevakawanda.

Tichifunga nezve data, USA iri kusangana nekukwira kukuru mukumhanya uko ma brand nemakambani ari kuvhara zvitoro zvavo zvepanyama uye achichinjira kune e-commerce. Nzvimbo zhinji dzekutengesera dziri kuona zvichinetsa kuti varambe vachifambisa zvitoro zvavo. Intuitively, muUSA chete, zvitoro zvinopfuura mazana matanhatu nemazana matanhatu zvakavharwa kushanda kwavo muna 2017.

Kana izvi zviri izvo, saka nei mabhureki epamhepo ari kudzokera kune zvidhinha? Kana software yemusika inodhura uye zvinyorwa zvaita kuti zvikwanise kuvhura zvitoro zvepamhepo nemutengo wakaderera, saka sei kuisa mari mune imwe inodhura?

Kuwedzeredzwa, kwete kutsiva!

Kuti tipindure mubvunzo uyu, tinofanira kunzwisisa kuti mabhizinesi ari kushandisa zvitoro zvezvidhinha-nedhaka kuwedzera zvitoro zvavo zvepamhepo, pane kungovimba nezvitoro zvenyama. Idzo hadzisi dzimwe nzira asi kusimudzira kune yanhasi e-commerce touchpoints. MaBrand haasi kutamira kune zvidhinha, asi achiwedzera kuvepo kwavo pamhepo kusvika kune offline touchpoints.

tora Boll & Bazi, semuyenzaniso. Kushanyira chitoro cheBoll & Bazi, waiwana imba yekuratidzira yakashongedzwa zvakanaka ine vashandi vanonaka uye vashandi vebasa revatengi. Iwe unogona kuwana chigadzirwa chese kubva kumhando pasi pechitoro ichocho. Nekudaro, pane twist: zvaunotenga zvinounzwa kumba kwako netsamba. Chitoro ichi chichiri kutevedzera e-commerce yekutengesa maitiro asi kushandisa zvidhinha-ne-dhaka nzvimbo senzvimbo dzechiitiko kwete zvitoro zvezvitoro.

Boll uye Bazi Retail Chitoro

Mubvunzo unoramba wakadaro

Sei uchitenga zvidhinha-ne-dhaka apo vatengi vanogona kutenga zvakananga kuburikidza nemidziyo yavo inogonesa internet? Kudzokera kune zvidhinha-ne-dhaka kunomiririra mamwe akangwara e-commerce bhizinesi mazano apo zvitoro zvenyama zvave kutodonhedza zvivharo zvadzo? Hakusi kupokana here?

Mhinduro yakajeka kumubvunzo uyu inogara mune mumwe mubvunzo:

Nei eCommerce zvitoro zvinodyara mukuvandudza nharembozha zvekushandisa kana vatengi vachiri kugona kutenga kubva kune yavo eCommerce webhusaiti?

Izvo zvese nezve ruzivo rwevatengi

Imwe yeakanyanya kukanganisa ekushambadzira pamhepo vaive vatengi vaisakwanisa kuona zvigadzirwa sezvavakaita muzvitoro zvepanyama. Nepo vatengi vazhinji vachishandisa eCommerce zvitoro senzvimbo yavo yekutanga kunotenga, kuchine chikamu chinosarudza zvitoro zvepanyama nekuti vanogona kuyedza zvigadzirwa vasati vatenga.

Kugadzirisa iyi drawback, e-commerce hofori dzakadai Amazon uye ber vaive vashoma vekutanga kuvhura zvidhinha-nedhaka mashandiro sekuwedzera kune vamwe vavo vepamhepo. Amazon yakasimudzira kushanda kwayo kwekutanga zvidhinha-uye-dhaka muna 2014, ichipa kuendesa kwezuva rimwe kune vatengi veNew York. Mumatanho akatevera, yakatanga nzvimbo zhinji dzemakiosks kumashopu kwavaitengesa zvinhu zvemumba uye kutora kudzoka.

Nenguva isipi mamwe mabhizinesi akatora iyi e-commerce zano uye akavhura makiosks madiki munzvimbo dzakasiyana. Nokudaro, kuvapo kwomuviri kwakakurumidza kuva budiriro. Mumwe wemienzaniso yakanakisa ndeyeUber kiosks munzvimbo dzine mukurumbira dzinorega vafambi vaverengera kombi isina nharembozha.

Pfungwa huru ndeyekupa kudyidzana kwevanhu uye ruzivo rwevatengi kune vatengesi vepamhepo, kuwedzera kune -

  • Kutengesa bhizinesi kune iro renyika
  • Kuwana mikana yakawanda yebhizinesi mune ese epamhepo uye ekunze nharaunda
  • Kuvandudza ruzivo rwevatengi kuitira kuti vazive kwekuenda kana paine chichemo.
  • Kurega vatengi pakarepo vaedze uye kubvisa kusahadzika kwavo pamusoro pezvigadzirwa.
  • Kuvimbisa huchokwadi hwekushanda nekuvazivisa, Hongu, isu tiripo munyika chaiyo kutio!

Chinangwa chikuru ndechekukunda makwikwi nekupa zvakanakisa zviitiko zvevatengi, vachichengeta kunyaradzwa kwavo mupfungwa. Izvi zvinogona kubuda mutsika uye kuuya nemazano matsva ndiyo kiyi yekupedzisira yekuchengetedza vatengi uye kuhwina shanduko muna 2018. Tichifunga nezvehuwandu hwemakwikwi mukutengesa online, ibasa rinokatyamadza kana iwe usingakurudzirwe kuita kudaro neCommerce yako. business.

Mutengi anodzorera kumashure muzvitoro zvepanyama?

Nzvimbo yakakosha apo zvitoro-chete zvakatadza kukwikwidza neCommerce vakwikwidzi vavo kwaive kudzoreredza vatengi. Kunze kwevamwe vatevedzeri vemhando dzakaoma, zvitoro zvenyama zvaisakwanisa kuchengetedza chero vatengi. Sezvo pakanga pasina nzira yekuziva maitiro ekutenga uye zvinofarirwa nevatengi, zvitoro zvenyama zvakatadza kuunganidza data raidiwa rekudzoreredza vatengi. Uyezve, kunze kwekushambadza kwemabhanari, SMS, uye E-mail kushambadzira, pakanga pasina imwe nzira yekutaurirana zvakananga netarisiro. Nekudaro, kunyangwe mishandirapamwe yakakura kwazvo yekuderedzwa haina kukwanisa kusvika kune vateereri vainangwa.

Kune rimwe divi, neinternet uye mafoni ari muruoko, vatengi vepamhepo vakave chinangwa chiri nyore cheCommerce retargeting. E-Commerce touchpoints yaive nenzira dzisingaverengeke dzekuunganidza data revatengi: Mafomu ekunyoresa maakaundi, nharembozha, kushambadzira kushambadzira, kubuda pop-up, mafomu ekunyoreswa-mu-stock, nezvimwe zvakawanda. Nenzira dzakawanda dzekuunganidza data, eCommerce zvakare yaive nenzira dzakasimba dzekusvika kune vatengi: Email marketing, SMS marketing, Push marketing, Ads-targeting, nezvimwe zvakawanda.

Nekushanda kwakasanganiswa kwevamwe venyama nevepamhepo, kutarisisa kwevatengi kwaenda zvakanyanya. Izvo zvaimbova dhizaini yekutengesa kwemuviri kamwe hazvichanyanyi kuoma kune zvidhinha-ne-dhaka mashandiro. Zvitoro zvepamhepo zvino zvinogona kushandisa nzira dzekushambadzira dzakafanana seyadzo yekubata online uye vachiri kukwezva vashanyi kunzvimbo dzavo dzemuviri. Izvi zvinotevera maitiro emamwe mabhureki ane mukurumbira anoita izvi.

Mabhuranzi makuru Anoshandisa Omni-chaneli Kushambadzira Munzira Dzavo

Everlane

Everlane yakazvimisikidza sebhizimusi repamhepo-chete muna 2010. Iine akananga-kune-mutengi (D2C) nzira, Everlane akanyorerwa kuendesa zvipfeko zvemhando yepamusoro nemitengo inokwanisika. Yakaramba ichikura nehuchenjeri hwayo hwekubuda pachena, apo mhando yakaburitsa mafekitori ayo, mari yevashandi, uye zvimwe zvakawanda zvinodhura.

Muna 2016 chete, iyo mhando yakakwanisa kuwana kutengesa kwese kwe $ 51 miriyoni. Mushure mekutanga akateedzana emapop-ups mune yakazotevera chikamu cha2016, chiratidzo chakamisa 2,000-square-foot-showroom mudunhu reManhattan SoHo. Uku kwaive kufamba kukuru kufunga chirevo chekambani CEO Michael Preysman makore mashoma apfuura:

[Ticha] vhara kambani pasi tisati taenda kune zvekutengesa zvepanyama.

Izvi ndizvo zvinotaurwa nekambani nezvekupinda kwayo muzvitoro zvepamhepo-

Vatengi vedu vaizoramba vachitaura kuti ivo vanoda kubata nekunzwa zvigadzirwa zvisati zvazotengwa pakupedzisira. Isu takanzwisisa kuti isu tinofanirwa kuve nezvitoro zvepanyama kana tichishuvira kukura padanho renyika nepasirese.

Chitoro chinotengesa mune-imba yakashongedzwa t-shirts, majuzi, denim, uye shangu. Ivo vakashandisa iko kuvapo kuti vape zvakanakisa zvinoonekwa kune vatengi vanoshanyira chitoro. Iyo nzvimbo yekutandarira ine yekushongedza mamiriro uye mapikicha chaiwo efekitori yavo yedhinhi inowedzera kubwinya sezvo ichisimudzira fekitori rechiratidzo sefekitori yakachena kwazvo yedhimoni.

Chitoro cheEverlane

Sezvo iwe uchiongorora zvakare, iwe unogona kuwana mana ekuratidzira mayuniti ane akapatsanurwa nzvimbo yekubuda. Varindi vemu showroom havangotengese hembe chete, asi zvakare vanobatsira vatengi kuongorora zvigadzirwa nekukurumidza. Ivo vanouyawo nemazano akasarudzika mushure mekuongorora chimiro chako chakabatanidzwa mune mumwe wavo wepamhepo.

Glossiers

Kunyangwe ari online player, Glossier anonzwisisa kuti zvekushambadzira zvechiitiko zviitiko zvinotora chikamu chakakosha mukubata hwaro hwevatengi. Iine zvitoro zvadzo zvepop-up, iyo brand iri kuenderera ichimhanyisa ayo akasiyana zvitoro. Iyo mhando inotsanangura kuti ayo pop-ups haasi ezvemari asi ezvekuvaka nharaunda. Iyo inongobata nzvimbo dzayo senzvimbo dzechiitiko kwete panzvimbo yekutengesa.

Chitoro cheGlossiers

Munguva pfupi yapfuura, mhando yerunako yakabatana neresitorendi inozivikanwa yemuno Rhea's Café, iri muSan Francisco. Magadzirirwo ekunze kweresitorendi kuti akwane zita rechiratidzo mumillennial pink akashevedzera meseji nezwi guru. Nenguva isipi iyo resitorendi yakashandurwa kuita makeup ruzivo-hub, uko mashefu aibika chikafu kuseri kwezvionioni uye mirwi yezvigadzirwa kubva kuGlossiers. Maererano nemuenzi wenguva dzose wepop-up, aizotenga zvigadzirwa zveGlossiers pamhepo pachayo. Nekudaro, kunze kwezvipingamupinyi zvese, anofarira kuuya pano kamwe pasvondo kuti angonzwa simba rakanaka mumba. Uyezve, zvinonzwa zvinoshamisa kubata uye kunzwa zvigadzirwa iwe uchikwanisa kubata kapu yekofi panguva imwe chete.

Bonobos

Kana zvasvika kune ruzivo rwevatengi, zvipfeko zvemapfekero ndeimwe yevanonyanya kutora iyo yeOmni-chiteshi kushambadzira. Bonobos - mutengesi wemapfekero evarume muchikwata chimwe chete chakangotanga nekutengesa kwepamhepo mu2007. Inomiririra mumwe wemienzaniso yakanyatsokodzera yemakambani akabudirira anowana kukura kuburikidza nekuwedzera mashandiro awo kuzvidhinha nematura zvivakwa.

Nhasi, Bonobos ikambani yemamirioni zana emadhora, ine chirevo chakasimba chakasarudzika, rutsigiro rwakakosha rwevatengi, uye yakanakisa yekutenga. Iyo mhando inogona kuita mukurumbira wayo nekushandura pane zvakanakira mumwe mutengi. Chiitiko paBonobos Guideshops chinopfuura kungopa chiyero chechiuno chako uye mutengesi achiratidza mabhurugwa anoenderana.

Chitoro cheBonobos

Panzvimbo pekushanyira saiti yeBonobos, mucherechedzo unokurudzira kubatirira nguva yekushanya kwakagadzirirwa kune imwe yayo maGuideshops. Pre-booking system inoshanda zvakanyanya sezvo ichigona kuve nechokwadi chekushanyirwa kwakanaka apo vanhu vashoma chete vari muchitoro uye mumiriri akagoverwa anogona kupa zvese kutarisisa iwe zvaunoda kuti upedze trouser rinokwana zvakanakisa.

Aya ndiwo mashandiro ese maitiro, zvinoenderana neBonobos:

Zvitoro zveBonobos neMortar

Kuvhara Gap

Izvo zvidhinha uye dhaka ruzivo nzvimbo dzinopa yakanakisa mikana yekudzivirira musiyano uripakati penyama uye eCommerce zvitoro. Iyi Omni-chiteshi eCommerce zano iri kubatsira eCommerce zvitoro mukuendesa yakanakisa yekutenga ruzivo ichinanga tarisiro mune zvese zviri kunze kwenyika uye pamhepo nharaunda. Kuchengeta iyo yekutanga tarisiro mukutarisa, zvigadzirwa zviri kusangana kunyangwe yakaoma vatengi tarisiro mune dzese pfungwa uye kubata zvisingaverengeke nzira dzekutengesa. Zvidhinha-uye-dhaka, zvirokwazvo, haisi nzira yechinyakare asi inoshanduka nekukurumidza uye yakakosha pfuma kune varipo e-commerce vatambi.

Jessica Bruce

Ndiri nyanzvi blogger, munyori wevaeni, Influencer & nyanzvi yeCommerce. Parizvino inosanganisirwa neShopyGen seyemukati mekutengesa zano. Ini zvakare ndinotaura pamusoro pezvinoitika zviitiko uye maitiro anoenderana neye eCommerce indasitiri.

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