Nei Yakananga kuVatengi maBrands ari Kutanga Kuvaka Zvidhinha neMortar Stores

Retail Brick neMortar

Nzira yakanakisa yezvishandiso yekupa madhiri anoyevedza kune vatengi kucheka verevereri. Izvo zvishoma ndizvo zvinofamba-famba, zvishoma ndiyo mutengo wekutenga kune vatengi. Iko hakuna mhinduro iri nani yekuita izvi pane kubatana nevatengi kuburikidza neinternet. With 2.53 mabhiriyoni smartphones vashandisi uye mamirioni emakomputa emunhu, uye 12-24 mamirioni eCommerce zvitoro, vatengi havasisina zvinoenderana nezvitoro zvekutengesa zvekutengesa. Muchokwadi, iyo dhijitari dhizaini inogadziriswa pazvikonzero sekutenga maitiro, ruzivo rwevanhu, zviitiko zvezvemagariro, zviri nyore kupfuura nzira dzepamhepo dzekudzosera vatengi

Zvinotyisa, pamwe nemamwe e-commerce bhizinesi mazano, epamhepo masosi mazuva ano ari kuratidza kufarira kukuru kuvhura kwavo zvidhinha uye matope mashandiro. Zvimwe zvinonzi kudzvanya kumabhinki, chiitiko ichi hachinzwisisike kune vakawanda.

Tichifunga nezve data, USA iri kusangana nekukwirisa kukuru mukumhanya uko mabhureki nemakambani ari kuvhara zvitoro zvavo uye vachienda kune e-commerce. Nzvimbo zhinji dzekutengesa dziri kuona zviri kunetsa kuramba vachimhanya nezvitoro zvavo. Intuitively, muUSA chete, zvitoro zvinopfuura mazana matanhatu nemazana matanhatu zvakavharwa kushanda kwavo muna 2017.

Kana, izvi zviri izvo, saka nei zvigadzirwa zvepamhepo zviri kudzokera kumashure kune zvidhinha? Kana ichikwanisika musika software uye zvinyorwa zvaita kuti ive inokwanisika kuvhura zvitoro zvepamhepo nemutengo wakaderera, saka nei uchiisa mari mune imwe nzira inodhura?

Kuwedzeredzwa, kwete kutsiva!

Kuti tipindure uyu mubvunzo, isu tinofanirwa kunzwisisa kuti mabhizinesi ari kushandisa zvitoro nezvitoro semubhadharo kuzvitoro zvavo zvepamhepo, pane kungovimba nezvitoro zvepanyama. Ndokunge, hazvisi zvimwe asi kuwedzera kune yanhasi eCommerce touchpoints. Mhando hadzisi kutamira kune zvidhinha, asi kuwedzera huvepo hwavo pamhepo kune zvisina kufanira zvekubata zvakare.

tora Boll & Bazi Semuyenzaniso. Uchishanyira chitoro cheBoll & Branch, iwe waizowana yakanaka-yakashongedzwa imba yekuratidzira ine vanofarira vanopinda uye vashandi vevashandi. Unogona kuwana zvese zvigadzirwa kubva kune iyo brand iri pasi peiyo chitoro. Nekudaro, pane kumonyoroka kuti zvaunotenga zvinounzwa kumba kwako kuburikidza nepositi. Chitoro ichi chichiri kutevera e-commerce yekutengesa maitiro, asi uchishandisa zvidhina uye matope zvivakwa senzvimbo dzechiitiko, pane zvitoro zvekutengesa.

Boll uye Bazi Retail Chitoro

Mubvunzo unoramba wakadaro

Nei zvitinha nezvitoro zvitoro, apo vatengi vanogona kutenga zvakananga kuburikidza nemidziyo yavo inogoneswa neinternet? Iko kudzokera kumashure kune zvidhinha uye dhaka zvinomiririra vamwe vakangwara eCommerce bhizinesi mazano apo zvitoro zvinoonekwa zvave kutodhonza zvivharo zvavo? Hazvisi zvinopesana 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 dambudziko iri, eCommerce hofori senge Amazon uye ber vaive vashoma vekutanga kuvhura zvidhinha uye matope mashandiro sekuwedzera kune vamwe vavo vepamhepo. Amazon yakasimudzira kutanga kwayo kwezvidhinha nedhaka muna 2014, iyo yakapa zuva rimwe chete kuendesa kune vatengi muNew York. Mumatanho ekupedzisira, yakatanga mizhinji nzvimbo dzekudyira kunzvimbo dzekutengesera kwavakatengesa zvigadzirwa zvemumba uye nekutora kudzosera.

Pasina nguva mamwe mabhizinesi akagamuchira iyi eCommerce bhizinesi zano uye akavhura madiki ma kiosks munzvimbo dzakasiyana. Nekudaro, kuve nekuvapo kwenyama munguva pfupi kwakaratidza kuve kubudirira. Imwe yeiyo mienzaniso yakanakisa iUber kiosks kunzvimbo dzakakurumbira dzinoregedza vafambi kubhuka tekisi isina iyo nharembozha.

Pfungwa yekutanga ndeyekupa kusangana kwakananga kwevanhu uye ruzivo rwevatengi kune vatengi vepamhepo, pamusoro pe -

  • Kutengesa bhizinesi kune iro renyika
  • Kuwana mikana yakawanda yebhizinesi mune ese epamhepo uye ekunze nharaunda
  • Kuvandudza ruzivo rwevatengi uko kwavanoziva kwekushanyira kana paine chichemo.
  • Kurega vatengi vachingoedza ipapo nekujekesa kusahadzika nezve zvigadzirwa.
  • Kuvimbisa chokwadi chebasa nekuvazivisa "Hongu! tiripo munyika chaiyo ”

Chinangwa chikuru kurova makwikwi nekupa zvakanakisa zvezviitiko zvevatengi, kuchengetedza kugadzikana kwavo mupfungwa. Izvi zvinogona kubuda mutsika uye kuuya nemazano matsva ndiyo yekupedzisira kiyi yekuchengetedza vatengi uye kuhwina shanduko mu2018. Tichifunga nezvechaunga chemakwikwi muzvitoro zvepamhepo, ibasa rinotyisa kana usinga kurudzirwe kudaro neako eCommerce bhizinesi.

Mutengi anodzorera kumashure muzvitoro zvepanyama?

Iyo yakakosha nzvimbo iyo yepanyama-chete-zvitoro zvakatadza kukwikwidza neeCommerce vanokwikwidza yaive vatengi kudzosera kumashure. Kunze kwevamwe vakaomesesa brand-mafeni, zvitoro zvepanyama zvaisatombokwanisa kuchengetedza chero vatengi. Sezvo pakanga pasina nzira yekuziva maitiro ekutenga uye zvido zvevatengi, zvitoro zvepanyama zvakatadza kuunganidza iyo inodiwa dhata yevatengi kudzosera kumashure. Zvakare, zvimwe kunze kwemabhenji kushambadza, SMS, uye E-mail kushambadzira, pakanga pasina imwe nzira yekutaurirana kwakananga netarisiro. Nekudaro, kunyangwe iwo makuru madanho ekudzikisira aisakwanisa kusvika kune vakanangwa vateereri.

Kune rimwe divi, ine internet uye mafoni emawoko ari mumaoko, vatengi vepamhepo vakave nyore kutariswa kweCommerce kudzokorora. E-Commerce touchpoints ine nzira dzisingaverengeke dzekutora data revatengi: Fomu rekunyoresa Akaundi, nharembozha, zvakabatana kushambadzira, kubuda pop-up, back-in-stock mafomu ekunyorera, uye nevamwe vazhinji. Iine nzira dzakawanda kwazvo dzekuunganidza data, eCommerce zvakare yaive nenzira dzakabudirira dzekuwana vatengi: Email kushambadzira, Kushambadzira kweSMS, Push kushambadzira, Ads kutarisazve, uye vamwe vazhinji.

Nemaitiro akabatanidzwa evatambi vemuviri uye epamhepo, kutarisisa kwevatengi kwaenda zvakanyanya. Izvo zvaimbove kukanganisa kwekutengesa kwepanyama kamwe chete hakusisiri kunetsa kune zvidhinha uye matope mashandiro. Zvitoro zvepamhepo zvino zvava kushandisa iwo iwo maratidziro emakosheni epavo online touchpoints uye vachiri kukwezva vashanyi kuzvivakwa zvavo zvemuviri. Kutevera ndemamwe mabrand anozivikanwa anoita izvi.

Mabhii makuru anoshandisa Omni-chiteshi kushambadzira munzira dzavo

Everlane

Everlane yakazvisimbisa sebhizimusi-repamhepo chete muna2010. Iine nzira yakanangana nevatengi, Everlane yakanyorwa kunzi zvipfeko zvemhando yepamusoro nemitengo inodhura. Iyo yakaramba ichikura pamwe neuzivi hwayo hwekujekesa kwakanyanya, uko chiratidzo chakaburitsa mafekitori, mari dzevashandi, 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 yedhimoni inowedzera kubwinya sezvo ichisimudzira fekitori rechiratidzo seye fekitori yakachena yenyika yedhinhi.

Chitoro cheEverlane

Paunenge uchiongorora, 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.

Munguva pfupi yapfuura, iyo yerudzi rwekunaka yakabatana neresitorendi inozivikanwa yemuno Rhea's Café, iri muSan Francisco. Kugadzirwa kwekunze kweresitorendi kuti kukwanise kuzivikanwa kwechiratidzo mumireniyamu pinki kwakadaidzira meseji zvinonzwika. Nekukurumidza iyoresitorendi yakashandurwa ikave yekushongedza ruzivo-hub, uko mashefu akabika chikafu kumashure kwemagirazi uye matura ezvigadzirwa kubva kuGlossiers.Chitoro cheGlossiersSekureva kwemushanyi wenguva dzose wepop-up, iye aizotenga zvigadzirwa zveGlossiers pamhepo pachayo. Nekudaro, kuwedzera pane zvese zvipingaidzo, iye anoda kuuya pano kamwe chete pasvondo kungonzwa simba rakanaka mumba. Zvakare, zvinonzwa zvinotyisa kubata uye kunzwa zvigadzirwa iwe uchiri kubata mukombe wekofi 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.

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