Ecommerce thiab Khw muag khoom

Vim li cas ncaj qha rau Cov Neeg Siv Khoom Hom Pib Pib Ua Cib thiab Mortar Cov Khw

Txoj hauv kev zoo tshaj plaws rau cov hom lag luam kom muaj kev txaus siab rau cov neeg siv khoom yog los ntawm kev txiav tawm cov neeg nruab nrab. Qhov tsawg dua mus-nruab nrab, qhov tsawg dua tus nqi yuav khoom rau cov neeg siv khoom. Tsis muaj kev daws teeb meem zoo dua los ua qhov no dua li txuas nrog cov neeg yuav khoom hauv Is Taws Nem. Nrog 2.53 billion tus neeg siv smartphone thiab ntau lab tus kheej lub computer, thiab 12-24 lab eCommerce khw, cov neeg yuav khoom tsis nyob ntawm lub khw muag khoom lub cev rau kev yuav khoom. Qhov tseeb, kev ua cov ntaub ntawv digital ntawm thaj chaw xws li kev yuav tus cwj pwm, cov ntaub ntawv tus kheej, thiab kev tshaj tawm hauv zej zog, yog txoj hauv kev yooj yim dua li offline txoj kev ntawm cov neeg siv khoom rov qab.

Alarmingly, nrog rau qee cov tswv yim kev lag luam e-lag luam, online portals hnub no tau qhia ntau txaus siab rau kev qhib lawv cov haujlwm cib-thiab-mortar. Xwb hu ua clicks rau brinks, qhov phenomenon no tseem incomprehensible rau ntau.

Xav txog cov ntaub ntawv, Tebchaws Asmeskas tab tom ntsib kev nrawm nrawm ntawm cov npe thiab tuam txhab lag luam tau kaw lawv lub khw muag khoom thiab hloov mus rau e-lag luam. Ntau lub khw muag khoom tau pom tias nws nyuaj kom khiav lawv lub khw. Intuitively, nyob rau hauv Teb Chaws Asmeskas ib leeg, tshaj 8,600 lub khw muag khoom kaw lawv cov haujlwm hauv 2017.

Yog tias qhov no yog li ntawd, yog vim li cas cov khw muag khoom online rov qab mus rau lub cib? Yog tias tus nqi pheej yig hauv khw software thiab cov ntawv sau tau ua rau nws pheej yig heev los qhib cov khw muag khoom online ntawm tus nqi qis dua, yog vim li cas thiaj nqis peev rau lwm txoj hauv kev?

Ib qho extension, tsis hloov!

Txhawm rau teb cov lus nug no, peb yuav tsum nkag siab tias cov lag luam tau siv cov khw muag khoom cib-thiab-mortar ntxiv rau lawv cov khw hauv online, tsis yog nyob ntawm lub khw muag khoom lub cev nkaus xwb. Lawv tsis yog lwm txoj hauv kev tab sis kev txhim kho rau cov kev lag luam e-lag luam niaj hnub no. Cov hom lag luam tsis tsiv mus rau lub cib, tab sis txuas ntxiv lawv qhov muaj nyob hauv online mus rau qhov offline touchpoints.

Siv Boll & Ceg Txhaws, piv txwv. Mus ntsib Boll & Ceg khw muag khoom, koj yuav pom qhov chaw ua yeeb yam zoo nkauj nrog cov neeg tuaj koom thiab cov neeg ua haujlwm pabcuam. Koj tuaj yeem pom txhua yam khoom los ntawm lub npe hauv qab lub khw. Txawm li cas los xij, muaj qhov sib tw: koj cov khoom yuav xa tuaj rau koj lub tsev los ntawm kev xa ntawv. Lub khw tseem tab tom ua raws li nws cov kev lag luam e-lag luam muag qauv tab sis siv lub cib-thiab-mortar cov chaw tsim khoom raws li cov chaw muaj kev paub ntau dua li cov khw muag khoom.

Boll thiab Branch Retail Store

Lo lus nug tseem zoo li qub

Vim li cas lub khw cib-thiab-mortar thaum cov neeg siv khoom tuaj yeem yuav ncaj qha los ntawm lawv cov khoom siv hauv internet? Puas yog tig rov qab mus rau cib-thiab-mortar sawv cev rau qee cov tswv yim lag luam e-lag luam ntse thaum lub khw muag khoom lub cev twb rub lawv lub kaw? Puas yog nws tsis counterintuitive?

Cov lus teb meej rau lo lus nug no nyob hauv lwm lo lus nug:

Vim li cas eCommerce khw muag khoom nqis peev hauv kev tsim cov khoom lag luam mobile thaum cov neeg siv khoom tseem tuaj yeem yuav los ntawm lawv lub vev xaib eCommerce?

Nws yog txhua yam hais txog cov neeg siv khoom

Ib qho ntawm cov teeb meem loj ntawm kev yuav khoom hauv online yog cov neeg yuav khoom tsis tuaj yeem ntsib cov khoom zoo li lawv tau ua hauv khw muag khoom. Txawm hais tias ntau tus neeg yuav khoom siv cov khw muag khoom eCommerce ua lawv qhov chaw yuav khoom, tseem muaj ib feem nyiam lub khw muag khoom vim lawv tuaj yeem sim cov khoom ua ntej lawv yuav.

Txhawm rau daws qhov teeb meem no, e-lag luam loj nyiam Amazon thiab Uber yog ob peb ntawm thawj zaug qhib cib-thiab-mortar ua haujlwm ntxiv rau lawv cov neeg sib tw hauv online. Amazon tau tshaj tawm nws thawj lub cib-thiab-mortar ua haujlwm hauv 2014, muab ib hnub xa mus rau New York cov neeg siv khoom. Hauv cov theem tom qab, nws tau pib ntau lub chaw kiosks ntawm cov khw uas lawv muag cov khoom hauv tsev thiab coj rov qab xa khoom.

Tsis ntev lwm tus lag luam tau txais lub tswv yim e-lag luam no thiab qhib kiosks me me ntawm qhov chaw sib txawv. Yog li, muaj lub cev muaj zog sai sai tau ua tiav. Ib qho piv txwv zoo tshaj plaws yog Uber kiosks ntawm cov chaw nrov uas cia cov neeg caij tsheb npav tsis muaj lub xov tooj ntawm tes.

Lub tswv yim tseem ceeb yog muab kev sib tham ncaj qha rau tib neeg thiab kev paub txog cov neeg siv khoom hauv online, ntxiv rau -

  • Branding kev lag luam rau lub ntiaj teb lub cev
  • Tau txais ntau txoj hauv kev lag luam hauv ob qho tib si hauv online thiab offline ib puag ncig
  • Txhim kho cov neeg siv khoom kom lawv paub qhov twg tuaj xyuas thaum muaj kev tsis txaus siab.
  • Cia cov neeg siv khoom tam sim sim tawm thiab tshem lawv cov kev tsis txaus siab txog cov khoom.
  • Kev lees paub qhov tseeb ntawm kev ua haujlwm los ntawm kev qhia rau lawv paub, Yog, peb muaj nyob hauv lub ntiaj teb tiag tiago!

Lub hom phiaj tseem ceeb yog kom yeej qhov kev sib tw los ntawm kev muab cov kev paub zoo tshaj plaws rau cov neeg siv khoom, ua kom lawv txoj kev nplij siab hauv siab. Qhov no yuav tawm ntawm kev coj noj coj ua thiab los nrog cov tswv yim tshiab yog qhov tseem ceeb tshaj plaws rau khaws cov neeg siv khoom thiab yeej kev hloov pauv hauv 2018. Xav txog qhov loj ntawm kev sib tw hauv khw muag khoom hauv online, nws yog ib txoj hauj lwm staggering yog tias koj tsis mob siab rau ua li ntawd nrog koj eCommerce. kev lag luam.

Cov neeg siv khoom retargeting hauv khw muag khoom lub cev?

Ib qho chaw tseem ceeb uas lub khw muag khoom lub cev nkaus xwb tsis tuaj yeem sib tw nrog lawv cov neeg sib tw eCommerce yog cov neeg siv khoom rov qab. Tsuas yog qee tus kiv cua hardcore hom, lub khw muag khoom lub cev tsis tuaj yeem khaws cov neeg siv khoom. Raws li tsis muaj txoj hauv kev paub txog kev yuav tus cwj pwm thiab kev nyiam ntawm cov neeg siv khoom, cov khw muag khoom lub cev tsis tuaj yeem sau cov ntaub ntawv xav tau rau cov neeg siv khoom rov qab. Ntxiv mus, tsis yog kev tshaj tawm banner, SMS, thiab E-mail kev lag luam, tsis muaj lwm txoj hauv kev rau kev sib txuas lus ncaj qha nrog cov zeem muag. Li no, txawm tias qhov kev txo nqi loj tshaj plaws tsis tuaj yeem ncav cuag cov neeg tuaj saib.

Ntawm qhov tod tes, nrog internet thiab smartphones hauv tes, cov neeg siv khoom online tau dhau los ua lub hom phiaj yooj yim rau eCommerce retargeting. E-Commerce touchpoints muaj ntau txoj hauv kev los sau cov ntaub ntawv cov neeg siv khoom: daim ntawv sau npe tus account, mobile apps, affiliate marketing, tawm pop-up, back-in-stock subscription forms, thiab ntau lwm yam. Nrog rau ntau txoj hauv kev los sau cov ntaub ntawv, eCommerce kuj muaj txoj hauv kev zoo ntawm kev ncav cuag cov neeg siv khoom: Email kev lag luam, SMS lag luam, Push marketing, Ads re-targeting, thiab ntau lwm tus.

Nrog rau kev ua haujlwm ua ke ntawm lub cev thiab cov khoom siv hauv online, cov neeg siv khoom rov ua dua tau zoo dua. Dab tsi yog qhov tsis zoo ntawm lub cev muag ib zaug tsis yog qhov nyuaj ntxiv rau kev ua haujlwm cib-thiab-mortar. Cov khw muag khoom online tam sim no tuaj yeem siv tib txoj kev lag luam raws li lawv cov kev sib tham hauv online thiab tseem nyiam cov neeg tuaj xyuas lawv lub cev. Hauv qab no yog li cas qee lub npe nrov ua qhov no.

Cov hom loj siv Omni-channel Kev Lag Luam Hauv Lawv Txoj Kev

Everlane

Everlane tau tsim nws tus kheej ua lag luam online nkaus xwb hauv 2010. Nrog rau cov neeg siv khoom ncaj qha (D2C) mus kom ze, Everlane tau sau npe rau kev xa cov khaub ncaws zoo ntawm tus nqi pheej yig. Nws txuas ntxiv loj hlob nrog nws lub tswv yim ntawm radical transparency, qhov twg lub hom tau nthuav tawm nws cov chaw tsim khoom, cov nqi zog, thiab ntau lwm yam nqi.

Nyob rau hauv 2016 ib leeg, lub hom kev tswj kom tau ib tug muag tag nrho $51 lab. Tom qab tau tshaj tawm cov pop-ups nyob rau tom qab ntawm xyoo 2016, lub hom phiaj tau teeb tsa 2,000-square-foot showroom hauv Manhattan's SoHo koog tsev kawm ntawv. Qhov no yog ib qho kev txav loj uas xav txog lub tuam txhab CEO Michael Preysman cov lus tshaj tawm ob peb xyoos dhau los:

[Peb yuav] kaw lub tuam txhab ua ntej peb mus rau hauv lub khw muag khoom lub cev.

Nov yog yam uas lub tuam txhab hais txog nws nkag mus rau hauv khw muag khoom offline-

Peb cov neeg siv khoom yuav qhia tias lawv xav kov thiab hnov ​​​​cov khoom ua ntej yuav nws thaum kawg. Peb nkag siab tias peb yuav tsum muaj lub khw muag khoom lub cev yog tias peb xav kom loj hlob ntawm lub teb chaws thiab thoob ntiaj teb.

Lub khw muag khoom hauv tsev muaj npe t-shirts, sweaters, denim, thiab khau. Lawv tau siv lub cev muaj zog los muab qhov kev pom zoo tshaj plaws rau cov neeg siv khoom tuaj xyuas lub khw. Lub chaw so nrog cov duab zoo nkauj thiab cov duab tiag tiag ntawm lawv lub Hoobkas denim ntxiv rau lub yeeb koob vim nws txhawb nqa lub lag luam lub Hoobkas raws li lub ntiaj teb lub Hoobkas huv denim.

Everlane Khw

Raws li koj tshawb nrhiav ntxiv, koj tuaj yeem pom plaub chav tso saib nrog rau thaj chaw kuaj tawm. Lub showroom cov neeg tuaj koom tsis yog tsuas yog muag khaub ncaws xwb, tab sis kuj pab cov neeg siv khoom tshawb xyuas cov khoom nrawm. Lawv kuj tuaj nrog cov lus pom zoo ntawm tus kheej tom qab txheeb xyuas koj qhov profile tau kos rau hauv lawv cov neeg sib tw online.

Glossiers

Txawm hais tias yog tus neeg ua si hauv online, Glossier nkag siab tias offline hom kev ua ub no ua lub luag haujlwm tseem ceeb hauv kev koom nrog cov neeg siv khoom. Nrog nws cov khw muag khoom pop-up, lub hom lag luam tseem tab tom khiav nws cov khw muag khoom tshwj xeeb. Lub hom phiaj piav qhia tias nws cov pop-ups tsis yog hais txog cov nyiaj tau los tab sis hais txog kev tsim lub zej zog. Nws tsuas yog kho nws cov chaw muag khoom raws li qhov chaw ua haujlwm es tsis yog qhov muag.

Glossiers Khw

Tsis ntev los no, lub npe zoo nkauj tau koom tes nrog lub tsev noj mov hauv zos Rhea's Café, nyob hauv San Francisco. Lub makeover ntawm lub tsev noj mov sab nrauv kom haum lub hom ntawm tus kheej nyob rau hauv lub xyoo txhiab paj yeeb tau qw cov lus nrov nrov. Tsis ntev lub tsev noj mov tau hloov mus rau hauv kev pleev xim-hub, qhov chaw kws ua zaub mov noj cov zaub mov tom qab daim iav thiab cov khoom ntawm Glossiers.Raws li cov neeg tuaj saib tsis tu ncua ntawm qhov pop-up, nws yuav yuav Glossiers cov khoom hauv online nws tus kheej. Txawm li cas los xij, dhau ntawm txhua qhov tsis sib xws, nws nyiam tuaj ntawm no ib zaug ib lub lim tiam tsuas yog xav tias lub zog zoo hauv chav. Ntxiv mus, nws zoo siab heev rau kov thiab hnov ​​​​cov khoom thaum koj tuaj yeem tuav lub khob kas fes tib lub sijhawm.

Bonobos

Thaum nws los txog rau cov neeg siv khoom, cov khaub ncaws hom yog ib qho ntawm cov neeg siv khoom loj tshaj plaws ntawm Omni-channel kev lag luam. Bonobos - ib lub khw muag khaub ncaws txiv neej nyob rau hauv tib qeb pib tshwj xeeb nrog cov khw muag khoom hauv online hauv 2007. Nws sawv cev rau ib qho piv txwv zoo tshaj plaws ntawm cov hom lag luam uas muaj kev vam meej nrhiav kev loj hlob los ntawm kev txuas nws txoj haujlwm mus rau cov chaw tsim khoom cib thiab mortar.

Niaj hnub no, Bonobos yog lub tuam txhab 100 lab nyiaj daus las, nrog rau cov lus pom zoo tshwj xeeb, kev txhawb nqa cov neeg siv khoom zoo, thiab kev yuav khoom zoo tshaj plaws. Lub hom phiaj tuaj yeem ua rau nws lub koob npe nrov los ntawm kev sib koom ua ke ntawm qhov zoo tshaj plaws rau cov neeg siv khoom tshwj xeeb. Qhov kev paub dhau los ntawm Bonobos Guideshops mus dhau qhov muab koj lub duav ntsuas thiab tus neeg muag khoom qhia cov ris tsho sib xws.

Bonobos Khw

Hloov chaw mus xyuas Bonobos qhov chaw, lub hom phiaj pom zoo kom teem caij teem caij mus ntsib ib qho ntawm ntau qhov Kev Qhia. Pre-booking system ua haujlwm zoo tshaj plaws vim nws tuaj yeem ua kom yooj yim mus ntsib thaum tsuas yog ob peb tus neeg nyob hauv khw thiab cov neeg sawv cev tau muab tuaj yeem muab txhua yam koj xav tau kom ua tiav cov ris tsho uas haum qhov zoo tshaj plaws.

Qhov no yog li cas tag nrho cov txheej txheem ua haujlwm, raws li Bonobos:

Bonobos Cib thiab Mortar Khw muag khoom

Nkaug Txij Nkawm

Lub cib thiab mortar cov chaw ua haujlwm muab lub sijhawm zoo tshaj plaws los txuas qhov sib txawv ntawm lub cev thiab cov khw muag khoom eCommerce. Qhov no Omni-channel eCommerce lub tswv yim yog pab cov khw muag khoom eCommerce hauv kev xa cov kev yuav khoom zoo tshaj plaws thaum tsom mus rau kev cia siab hauv ob qho tib si offline thiab hauv online. Ua kom lub hom phiaj tseem ceeb hauv kev ua kom pom tseeb, cov hom lag luam tau ntsib txawm tias cov neeg siv khoom xav tau nyuaj hauv txhua qhov kev nkag siab thiab tuav ntau txoj hauv kev lag luam. Bricks-and-mortar, qhov tseeb, tsis yog ib qho kev tawm tshiab tab sis yog qhov hloov pauv sai thiab muaj txiaj ntsig zoo rau cov neeg ua lag luam e-lag luam uas twb muaj lawm.

Jessica Bruce

Kuv yog tus kws tshaj lij blogger, qhua sau ntawv, Influencer & tus kws tshaj lij eCommerce. Tam sim no koom nrog ShopyGen ua tus kws tshaj lij kev lag luam cov ntsiab lus. Kuv kuj tau tshaj tawm txog qhov tshwm sim tshiab thiab cov xwm txheej cuam tshuam nrog kev lag luam eCommerce.

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