Priming iyo Omnichannel yeBlack Chishanu uye Cyber ​​Muvhuro

Nhema Chishanu Uye Cyber ​​Muvhuro Kutengesa

Iko hakuna mubvunzo nezvazvo, kutengesa kuri kuita shanduko ine simba. Iko kuyerera kunogara pakati pese chiteshi kuri kumanikidza vatengesi kuti vawedzere kutengesa kwavo uye nzira dzekutengesa, kunyanya pavanosvika kuBlack Friday neCyber ​​Muvhuro.

Dhijitari yekutengesa, iyo inosanganisira online uye nhare, zviri pachena nzvimbo dzakajeka mukutengesa. Cyber ​​Muvhuro 2016 yakadana zita rekuti rakakura zuva rekutengesa pamhepo muUS nhoroondo, na $ 3.39 bhiriyoni mukutengesa kwepamhepo. Chishanu Chishanu chakauya mune yechipiri padyo ne $ 3.34 bhiriyoni mukutengesa kwepamhepo, kutyaira rekodhi $ 1.2 bhiriyoni mumari inofambiswa. Zviratidzo zvese zvinonongedzera kune zvirinani kutengeswa kwedhijitari mukati megore rino rezororo.

Nepo kutengesa kwekutengesa kwese kuchikwira, meseji yacho yakati siyanei kune yezvidhinha-uye-dhaka zvekutengesa. Zvinoenderana nechitoro chekufunga tangi Fung Global Retail uye Technology, zvinopfuura zviuru mazana mashanu nemazana manomwe zvezvivigiro zvezvitoro zvakaziviswa muna Gunyana 5,700, 1. Ndiko kuwedzera kwe2017% kupfuura 181. Asi Chiitiko chekutsvaga cheIHL inofungidzira kuti vatengesi vanozovhura zvitoro mazana mana nemakumi masere muna 4,080 kupfuura zvavari kuvhara uye vanoronga kuvhura anopfuura zviuru zvishanu nemazana mashanu muna2017.

Saka, vatengesi vanofanirwa kuitei sezvavanopinda mwaka wegore rino wezororo? Vanofanira sei kuongorora zvakanaka kushambadzira uye kushambadzira kuti vaone kuti vanorova manotsi ese akakodzera? Kutanga nekutevera uye kuongorora data revatengi wobva wagadzirisa zvinoenderana, nekutarisa kwakanyanya kune omnichannel zano risingabayire chero chiteshi chega kana chero munhu mutengi. Uye uchitaura nezvemunhu mumwechete mutengi, shandisa imwe nguva uye simba mukuita wega paunenge uchinyatso tarisa ako ekushambadzira marongero ekushambadzira.

Zvese Nezve Omnichannel

Kuti ufambe nekuchinja uku uye kupokana, vatengesi vari kuburitsa masevhisi matsva, matekinoroji uye kwakanangwa kushambadzira kwekusimbisa iyo omnichannel, nzira yakawanda-chiteshi inosvibisa mitsara pakati pechitoro, online, nhare uye kunyangwe makatalog mune chiitiko chakabatana uye chakabatana. Ndiko nekuti omnichannel chitoro ndipo pane mari. Zvinoenderana ne chirevo kubva kuMarketer, 59% yevatengesi vakati omnichannel vatengi vaive vanobatsira muna2016 kupfuura single-chiteshi vatengi, vs. 48% muna 2015.

Amazon nguva pfupi yadarika yakawedzera tsoka yayo ye omnichannel nekutanga yayo mbatya mutsetse, izere ne Prime Wardrobe iyo inoita kuti vashandisi vaedze vasati vatenga. Yakawanawo Zvese Zvekudya uye yakavhura mashoma eAmazon mabhuku ezvitoro. Uye zvakare, kambani iri kutsvaga nzvimbo yekuchengetera munzvimbo dzemadhorobha kutenderera nyika kuti igone kupa-yezuva rimwe chete kuendesa kune vatengi vanotenga kuburikidza nepamhepo uye nharembozha.

Mutengesi weAmazon Prime Day wekutengesa chiitiko chave chakabudirira zvine mutsindo. Gore rino, Amazon Prime Day yakaitwa sezuva rakakura rekutengesa rekambani, kukura 60% kubva 2016 uye inopfuura Amazon ye2016 Nhema Chishanu uye Cyber ​​Muvhuro kutengesa. Uye Amazon irikuita basa rakakura kunanga zvinhu zvavo zvine mazita, tichifunga zvizhinji zvezvinhu zvakatengeswa paPrime Day zvaive zvigadzirwa zveAmazon. Unoda humwe humbowo? Maererano ne tsvagiridzo kubva kuSlice Intelligence, 43% yezvose zvekutengesa zvekutengesa pamhepo muUnited States zvakapinda nemuAmazon muna 2016. Nezvinhu izvi zvitsva zvigadzirwa Amazon iri kutsvaga kuchengetedza chidimbu chakatokura chepei rekutengesa, pamwe kusvika pamakumi mashanu muzana emugove wemusika na50, maererano neWall Street firm Needham.

Zvichakadaro Walmart, ine zvitoro zvinodarika zviuru zvishanu, yanga ichigadzira kuwanikwa kwayo pamhepo. Kunyangwe zvingave zviri kumashure kweAmazon mune omnichannel kuwedzera, mutengesi achangotenga Jet.com, pamwe nekutenga kwayo kwevatengesi vashoma vepamhepo ModCloth, Bonobos naMoosejaw, zvakonzera kukura kukuru kwekutengesa pamhepo. Kuti uenderere mberi nekukwikwidzana neAmazon foray munzvimbo yegirosari, Walmart ikozvino inopa online online grocery odha nekutora, uye ingozivisa kudyidzana neGoogle mukutanga kwaSeptember kuenderera mberi nekukanganisa pamusika wemusika weAmazon. Muna Chivabvu, Walmart yakaziviswa kukura kwe63% mumakota matatu e-commerce yekutengesa.

Zvigadzirise Izvo

Iyo yakakosha maitiro mune zvekutengesa izvozvi - uye imwe iyo yatove inounza chaiyo mhedzisiro - iri Personalization. Vazhinji vevatengesi vatove kushandisa maitiro, uye vamwe vane kwemakore akati wandei. Kutsvagurudza kunoratidza kusarudzika kune simba rakasimba. Muchokwadi, ichangobva kuitika kudzidza kubva ku Infosys vakawana kuti makumi masere neshanu evatengi vakati #kuzvimiririra kune zvakamunetsa pachisarudzo chekutenga, uye kuti chinenge chikamu chimwe muzvitatu chevatengi vaida humwe hunhu mumaonero avo ekutenga.

Nyowani masevhisi uye maapplication ari kukanganisa hunyanzvi hwekutenga nekutenga zviitiko, zvakare. Kune Nordstrom's Trunk Club, imwe yemasevhisi mazhinji matsva anovimba nemhando dzekunyorera uye vanoshandisa stylists kusarudza mbatya zvinoenderana nezvinodiwa nevatengi, wozotumira sarudzo yeakarongedzwa akananga kune mutengi. Zvimwe zvinosanganisira StitchFix, MM.LaFleur uye Fabletics. Kune mamwe maapplication akaita seThe Hunt. Nekutumira mufananidzo wechinhu chauri kutsvaga, pamwe nezvinodiwa zvakadai sebhajeti uye saizi, Hunt nharaunda nharaunda kuratidza zvigadzirwa. Chengeta, imwezve app, inopa yewebhu-yakafara yekutengera ngoro inonzi iyo Yega Imwe Ngoro kuitira kuti vatengi vatenge chero chigadzirwa kubva kune chero chitoro, chero kupi, mune imwechete isina mushe yekutarisa chiitiko. Ese aya masevhisi uye maapplication anotaura kune vatengi 'chishuwo chekuwedzera zvakajairwa zvekutenga zviitiko, uye vatengesi vanofanirwa kuona kuti vari kuendesa kuzadzisa icho chishuwo.

Measure for Measure

Kuti vakwikwidze munzvimbo yanhasi inoshanduka yekutengesa, makambani haafanire kungoziva nekunzwisisa vatengi vawo asiwo nekuyera zvine hungwaru nzira dzese dzekutengesa kwavo uye mushambadziro wekushambadzira kunatsiridza kushambadzira, kugovera uye pakupedzisira mari.

Ehezve, vatengi vazhinji vanorwisa kushambadzira. Ivo vanotsvaga nzira dzekuzvidzivirira uye nekuzviburitsa kunze, saka vashambadziri vanofanirwa kuchinjika uye kuve nehunyanzvi kuti vape vatengi ruzivo rwakasarudzika rwavari kutsvaga. Mazuva ano nhepfenyuro dzakanakisa dzevatori venhau dzinoteedzera ese ekubata mapoinzi uye kudyidzana nevatengi kuitira kuti kuitise hukama hwehukama pakati pechiratidzo nemutengi.

Kwete chete kuti vatengi vanoda zvakasarudzika mutengi zviitiko, ivo vanodawo isingachinjike yekutengesa chiitiko kune digital uye zvidhinha nedhaka. Uye neruzivo rwusingachinji, semuenzaniso, vatengesi vakagadzirira zvirinani showrooming uye webrooming.

Kuti ununure zvakasarudzika uye zvinoenderana zviitiko mune omnichannel, iwe unofanirwa kunzwisisa chako chakanangwa vatengi. Nzira yakanakisa yekuita izvozvo kuongorora data revatengi. Ehezve, kune vazhinji vatengesi, kusefa kuburikidza nemhomho yedata inounganidzwa kuburikidza neapo-yekutengesa masisitimu uye online nzira inogona kukuvadza. Kunyanya kunetsa kusangana data revatengi mumigwagwa yakasiyana yemufananidzo wakazara, kunyanya sezvo masangano mazhinji achiri kushandisa nzira dzawo mumasilosi.

Imwe nzira yekukunda matambudziko aya ndeyokushanda nemumwe wako ane hunyanzvi hwakadzika midzi mu data uye analytics uye uyo akashongedzerwa kuona ruzivo rwakakomba uye kunzwisisa zviri nani nyaya iri kutaurwa nedata. Mazwi mashoma ekuraira kana uchisarudza waunoshanda naye kuti ushande naye: tsvaga mafemu anoisa mari mukati uye anoshandisa analytics yakasimba, uye iyo inoteedzera data kubva kune akati wandei masosi kuitira kujekesa kubatana kuRI yemushandirapamwe.

Nekushambadzira kunoitwa nedata uye nemufananidzo wakazara wezvaunoda mutengi, iwe unozogona kuona yega yega yekubata chikamu chekubatana uye yakagadzirirwa omnichannel yekutenga ruzivo unouya Nhema Chishanu uye Cyber ​​Muvhuro. Izvo hazvina basa kana mutengi arikutenga icho chakazonaka chipo chezororo kuchitoro mune yemunharaunda zvitoro, achitsvaga kuburikidza nekatalog iyo ichangosvika mune tsamba, kana kupururudza kuburikidza nezvigadzirwa parunhare. Izvo zvakakosha ndeye kutenga.

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