Ukuzonwabisa nge-Omnichannel yoLwesihlanu oMnyama kunye noMvulo weCyber

NgoLwesihlanu omnyama kunye neNtengiso yoMvulo weCyber

Akukho mbuzo malunga naloo nto, ukuthengisa kutshintsha utshintsho olunamandla. Ukuhamba rhoqo phakathi kwawo onke amajelo kunyanzela abathengisi ukuba baphucule ukuthengisa kwabo kunye neendlela zokuthengisa, ngakumbi njengoko besondela kuLwesihlanu oMnyama nakwiCyber ​​Monday.

Intengiso yedijithali, ebandakanya i-intanethi kunye neselfowuni, ngokucacileyo ziindawo eziqaqambileyo kwintengiso. ICyber ​​ngoMvulo ka-2016 ibanga isihloko sosuku olukhulu lokuthengisa kwi-Intanethi kwimbali yase-US, nge $ 3.39 yezigidigidi kwintengiso ye-Intanethi. NgoLwesihlanu omnyama wafika kwisibini esisondele kakhulu $ 3.34 yezigidigidi kwintengiso ye-Intanethi, Ukuqhuba irekhodi $ 1.2 yezigidigidi kwingeniso yeselfowuni. Yonke imiqondiso yalatha ukuthengisa okungcono kwidijithali ngeli xesha lonyaka leholide.

Ngelixa intengiso yentengiso iyanda, umyalezo uxutywe kuthengiso lwezitena nodaka. Ngokwetanki lokucinga Ukuthengisa kunye neTekhnoloji yeHlabathi, ngaphezulu kwama-5,700 okuvalwa kwevenkile kuye kwabhengezwa nge-1 kaSeptemba 2017. Yinyuke nge-181% ngaphezulu kuka-2016 Ingxelo yophando ye-IHL Uqikelelo lokuba abathengisi baya kuvula iivenkile ezingama-4,080 ngaphezulu ngo-2017 kunokuba zivaliwe kwaye baceba ukuvula ngaphezulu kwama-5,500 2018 ngaphezulu ngo-XNUMX.

Ke, kufuneka benze ntoni abathengisi njengoko besiya kwixesha leeholide lonyaka? Kuya kufuneka benze njani ukuthengisa kunye nokuthengisa ukuze baqiniseke ukuba bayabetha onke amanqaku afanelekileyo? Qala ngokulandela umkhondo kunye nokuhlalutya idatha yabathengi kwaye uhlengahlengise ngokufanelekileyo, kugxilwe kwisicwangciso se-omnichannel esinganikeli naliphi na ijelo okanye nawuphi na umthengi. Kwaye ngokuthetha ngomthengi ngamnye, tyala ixesha kunye nomzamo ekwenzeni ubuqu njengoko ulungisa iindlela zakho zokuthengisa.

Konke malunga ne-Omnichannel

Ukuhamba ngolu tshintsho kunye nokuphikisana, abathengisi basebenzisa iinkonzo ezintsha, itekhnoloji kunye neenzame zokuthengisa ezijolise ekunikeni amandla i-omnichannel, indlela yamajelo amaninzi ebeka imigca phakathi kwivenkile, kwi-Intanethi, kwiselfowuni nakwikhathalogu kumava adibeneyo nahlangeneyo. Kungenxa yokuba intengiso ye-omnichannel apho ikhoyo imali. Ngokwe- ingxelo evela eMarketer, Iipesenti ezingama-59 zabathengisi bathe abathengi be-omnichannel banenzuzo enkulu kwi-2016 kunabathengi bejelo elinye, ngokuchasene ne-48% ngo-2015.

Kutshanje iAmazon iyandisile i-omnichannel footprint ngokusungula eyayo impahla yokunxiba, igqityiwe nge Wardrobe evumela abasebenzisi ukuba bazame ngaphambi kokuba bathenge. Ikwafumene ukutya okupheleleyo kwaye yavula iivenkile ezithengisa iincwadi zeAmazon. Ukongeza, inkampani ikhupha indawo yokugcina kwiindawo ezisezidolophini kwilizwe liphela ukuze ikwazi ukubonelela ngemini enye kubathengi abathenga ngeendlela ze-Intanethi kunye neziselfowuni.

Umnyhadala wentengiso weAmazon Prime Day uthengise ngempumelelo. Kulo nyaka, i-Prime Minister yaseAmazon yathathwa njengosuku lokuthengisa olukhulu lwenkampani, ukukhula ngama-60% ukusuka ngo-2016 kunye nokudlula kweAmazon ngo-2016 ngoLwesihlanu oMnyama kunye nokuthengisa ngoMvulo ngeCyber. Kwaye iAmazon yenza umsebenzi omkhulu ujolise kwizinto ezinophawu, ithathela ingqalelo uninzi lwezinto ezithengiswe kwi-Prime Day yayiziimveliso ezinophawu lweAmazon. Ngaba ufuna ubungqina obungaphezulu? Ngoku ka uphando oluvela kwiSlice IntelligenceI-43% yazo zonke izinto ezithengiswayo kwi-intanethi e-United States ziye zadlula kwi-Amazon ngo-2016. Ngokwenkampani yeWall Street i-Needham.

Ngeli xesha iWalmart, eneevenkile ezingaphezu kwe-5,000, ibisakha ubukho bayo kwi-Intanethi. Ngelixa isenokuba ngasemva kweAmazon kulwandiso lwe-omnichannel, ukuthengwa kweJet.com kwangoko, kunye nokufunyanwa kwayo kubathengisi abancinci kwi-Intanethi iModCloth, iBonobos neMoosejaw, kukhokelele ekukhuleni okukhulu kwe-Intanethi. Ukuqhubela phambili ukukhuphisana nokufika kukaAmazon kwindawo yokutya, iWalmart ngoku ibonelela ngoku-odola ukutya kwi-Intanethi kunye nokuthatha, kwaye ndazisa nje ukusebenzisana noGoogle ekuqaleni kukaSeptemba ukuqhubela phambili ukungena kwisabelo sentengiso saseAmazon. NgoMeyi, Walmart ibhengeziwe ukukhula ngama-63% kwintengiso yekota ye-e-commerce.

Zenzele

Eyona nto iphambili kwintengiso ngoku-kwaye esele ihambisa iziphumo zokwenyani- yile Ngokwezifiso. Uninzi lwabathengisi sele besebenzisa ubuqu, kwaye abanye baneminyaka eliqela. Uphando lubonisa ukuba umntu unefuthe elinamandla. Ngapha koko, kutsha nje funda kwi-Infosys bafumanise ukuba i-86% yabathengi ithe #umntu wedwa unefuthe elithile kwisigqibo sokuthenga, kwaye phantse isinye kwisithathu sabathengi bafuna ukubonwa ngakumbi kumava abo okuthenga.

Iinkonzo ezintsha kunye neeapps zingena ekuthengeni izinto ezizezakho kunye nokuthenga amava, ngokunjalo. Kukho iklabhu yeTrunk yeNordstrom, enye yeenkonzo ezininzi ezintsha ezixhomekeke kwiimodeli zobhaliso kunye nokusebenzisa ii-stylists ukukhetha iimpahla ezisekwe kukhetho lomthengi, emva koko uthumele ukhetho lweempahla ezikhethiweyo ngqo kumthengi. Ezinye zibandakanya iStitchFix, iMM.LaFleur kunye neFabletics. Kukho iiapps ezinje ngeHunt. Ngokuthumela ifoto yento oyifunayo, kunye neemfuno ezithile ezinje ngohlahlo-lwabiwo mali kunye nobungakanani, uthungelwano lwabahlali ekuHunteni ukucebisa ngemveliso. Gcina, enye insiza, inika inqwelo yokuthenga ebanzi yewebhu ebizwa ngokuba yi-Keep One Cart ukuze abathengi bakwazi ukuthenga nayiphi na imveliso kuyo nayiphi na ivenkile, naphi na, kumava okuphuma. Zonke ezi nkonzo kunye neeapps ziyathetha nomnqweno wabathengi wokufumana amava ongezelelweyo okuthenga, kwaye abathengisi kufuneka baqinisekise ukuba bayahambisa ukuze bahlangabezane nalo mnqweno.

Ukulinganisa iMilinganiselo

Ukulungiselela ukukhuphisana kubume bemihla yokuthengisa obutshintshayo, iinkampani akufuneki zazi kwaye ziqonde abathengi bazo kodwa zikulinganise ngocoselelo onke amajelo entengiso yabo kunye nemikhankaso yentengiso yokuphucula ukuthengisa okujolisiweyo, ukuhanjiswa kunye nengeniso ekugqibeleni.

Ewe, uninzi lwabathengi luyalwa nentengiso. Bajonge iindlela zokuyiphepha kwaye bayikhuphe, ke ngoko abathengisi kufuneka bazilungelelanise kwaye babe nobuchule bokunika abathengi ulwazi oluyimfihlo abalifunayo. Olona hlaselo lwanamhlanje lweendaba lubambelela kakuhle kuwo onke amanqaku achukumisayo kunye nokunxibelelana nabathengi ukulungiselela ukusebenzisana phakathi komntu kunye nomthengi.

Ayisiyiyo kuphela into yokuba abathengi bafuna amava abaxhasi abenzelwe wena, bafuna amava okuthengisa ngokungaguquguqukiyo kwidijithali kunye nezitena nodaka. Kwaye ngamava angaguqukiyo, umzekelo, abathengisi bakulungele ngcono Igumbi lokubonisa kunye negumbi lewebhu.

Ukuhambisa amava ahambelana nawe kunye ne-omnichannel, kufuneka uqonde abathengi ekujoliswe kubo. Eyona ndlela yokwenza oko kukuhlalutya idatha yabathengi. Ewe kunjalo, kubathengisi abaninzi, ukuhluza uninzi lweedatha eziqokelelweyo ngenkqubo yentengiso kunye neendlela ze-Intanethi kunokuba nzima. Nokuba ngumceli mngeni omkhulu kukudibanisa idatha yabathengi kuwo onke amajelo ahlukeneyo omfanekiso opheleleyo, ngakumbi kuba imibutho emininzi isasebenza ngeendlela zayo kwii-silos.

Enye indlela yokoyisa le mingeni kukusebenza neqabane elinobungcali obumiliselwe kwidatha kunye nohlalutyo kwaye lixhotyiselwe ukuqonda ulwazi olubalulekileyo kunye nokuqonda ngcono ibali elithetha idatha. Amagama ambalwa eengcebiso xa ukhetha iqabane oza kusebenza nalo: jonga iifemu ezityala imali kwaye zisebenzise uhlalutyo olomeleleyo, kwaye zilandelela idatha ukusuka kwimithombo eliqela ukwenzela ukwenza unxibelelwano olucacileyo kwi-ROI yephulo.

Ngokuthengisa okuqhutywa yidatha kunye nomfanekiso ogcwele ngakumbi womthengi ojolise kuye, uya kuba nakho ukuqinisekisa ukuba indawo nganye yokubamba iyinxalenye yomdibaniso. kwaye Amava okuthenga ama-omnichannel azenzekelayo afika ngoLwesihlanu oMnyama kunye noMvulo weCyber. Ayizukubaluleka ukuba umthengi uyothenga eso sipho sigqibeleleyo seeholide kwivenkile esekuhlaleni, ehamba kwikhathalogu efike nje ngeposi, okanye uskrola iimveliso kwifowuni ephathekayo. Yintoni ebalulekileyo kukuthenga.

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