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

Khw muag khoom Cib thiab Mortar

Txoj hauv kev zoo tshaj plaws rau cov khw muag khoom tuaj yeem muab cov lus pom zoo rau cov neeg siv khoom yog kev txiav tawm cov khoom nruab nrab. Qhov tsawg yog cov mus-betweens, qhov tsawg yog qhov yuav khoom siv rau cov neeg siv khoom. Tsis muaj ib txoj hauv kev zoo dua los ua qhov no tshaj li txuas nrog cov neeg yuav khoom los ntawm is taws nem. Nrog 2.53 billion cov neeg siv khoom siv smartphone thiab ntau lab tus ntawm cov khoos phis tawj, thiab 12-24 lab cov khw muag khoom lag luam, cov neeg yuav khoom tsis nyob ntawm lub khw muag khoom lub cev rau lub khw. Qhov tseeb, digital cov ntaub ntawv kev cai ntawm thaj chaw xws li kev coj tus cwj pwm, cov ntaub ntawv tus kheej, kev tshaj tawm xov xwm, yog txoj hauv kev yooj yim dua li cov txheej txheem offline ntawm cov neeg siv khoom dua.

Alarmingly, nrog qee qhov kev lag luam e-tswv yim lag luam, cov lag luam online lag luam niaj hnub no tau qhia ntau yam txaus siab rau kev qhib lawv lub cib thiab cug ua haujlwm. Hloov hu ua nyem rau brinks, qhov tshwm sim no tseem muaj peev xwm to taub tsis tau rau ntau.

Xav txog cov ntaub ntawv, Tebchaws USA tab tom muaj qhov loj dua nyob rau hauv cov qib uas cov tuam txhab thiab cov tuam txhab tau kaw lawv lub khw muag khoom lub cev thiab hloov mus rau kev lag luam e-luam. Ntau lub khw yuav nrhiav nws yooj yim kom lawv khiav lawv lub khw. Intuitively, nyob rau USA ib leeg, tshaj 8,600 khw kaw cia lawv cov haujlwm hauv 2017.

Yog tias, qhov no yog li ntawd, tom qab ntawd vim li cas cov khw muag khoom online tau tsiv rov qab los ntawm cov cib? Yog them taus kiab khw software thiab cov ntawv sau tau ua nws tus nqi pheej yig los qhib cov khw hauv online hauv qhov kev sib piv ntawm tus nqi qis, tom qab ntawd vim li cas ho nqis peev rau qhov kev xaiv kim dua?

Kev ncua mus ntxiv, tsis muaj hloov!

Txhawm rau teb cov lus nug no, peb yuav tsum to taub tias cov lag luam yog siv cov khw cib thiab cov khw cug pob khoom ntxiv rau lawv cov khw hauv online, es tsis yog nyob ntawm khw muag khoom lub cev xwb. Ntawd yog, lawv tsis yog lwm txoj kev tab sis txhim kho rau tam sim no eCommerce touchpoints. Hom tsis tau tsiv mus rau cov av nkos, tab sis txuas ntxiv lawv hauv online mus rau kev sib tham ntawm cov khoom sib txuas offline.

Siv Boll & Ceg Txhaws muab ua piv txwv. Mus xyuas lub khw muag khoom Boll & ceg, koj yuav pom muaj chav ua yeeb yam zoo nkauj uas muaj cov neeg tuaj yeem thiab cov neeg ua haujlwm pabcuam zoo. Koj tuaj yeem pom txhua cov khoom los ntawm cov khoom lag luam hauv qab lub khw ntawd. Txawm li cas los xij, muaj qhov ntsig tias koj cov khoom yuav khoom xa tuaj rau koj lub tsev los ntawm kev xa ntawv. Lub khw tseem ua raws li nws txoj kev lag luam muag e-lag luam, tab sis siv cov chaw lag luam cib thiab tshuaj khib ua cov chaw sim kev, tsis yog cov khw muag khoom muag.

Boll thiab Ceg Muag Khoom Lub Khw Muag Khoom

Cov lus nug tseem zoo li qub

Vim li cas cov khw muag cib thiab tshuaj khib, thaum cov neeg siv khoom tuaj yeem yuav ncaj qha los ntawm lawv cov khoom siv hauv Is Taws Nem? Yog tig rov qab rau cib thiab tshuaj khib sawv cev rau qee qhov ntse Cov tswv yim lag luam eCommerce thaum lub khw muag khoom hluav taws xob twb rub tawm lawv cov shutters? Nws tsis yog lus cuav?

Lo lus teb meej rau lo lus nug no nyob rau lwm nqe lus nug:

Vim li cas cov khw muag khoom lag luam thiaj li nqes peev hauv kev tsim khoom lag luam hauv khw muag khoom thaum cov neeg muas zaub tseem tuaj yeem yuav tau los ntawm lawv lub vev xaib?

Nws yog txhua yam hais txog cov neeg siv khoom

Ib qho teeb meem loj ntawm kev yuav khoom hauv online yog cov neeg yuav khoom tsis tuaj yeem paub cov khoom zoo li lawv tau ua hauv khw muag khoom lub cev. Thaum muaj ntau tus neeg yuav khoom siv kev lag luam hauv khw muag khoom eCommerce ua lawv thawj qhov chaw ncig yuav khoom, tseem muaj ib ntu xaiv cov khw muag khoom hauv lub cev vim tias lawv tuaj yeem sim cov khoom ua ntej lawv yuav.

Txhawm rau txhav qhov tsis zoo no, eCommerce giants nyiam Amazon thiab Uber ob peb ntawm thawj zaug qhib pob zeb thiab tshuaj khib haujlwm ua cov pabcuam ntxiv rau lawv cov kws sib tw online. Amazon tau txhawb nqa nws thawj zaug cib thiab cug ua lag luam hauv 2014, uas muab ib hnub xa mus rau cov neeg siv khoom hauv New York. Hauv cov theem tom qab, nws pib ntau qhov chaw kiosks ntawm cov khw uas lawv muag cov khoom lag luam hauv tsev thiab coj cov khoom xa rov qab.

Tsis ntev tom ntej no lwm cov lag luam txais yuav lub tswv yim ua lag luam eCommerce thiab qhib kiosks me me ntawm ntau qhov chaw. Yog li, muaj lub cev nyob tsis ntev ua pov thawj tias muaj kev vam meej. Ib qho ntawm cov piv txwv zoo tshaj plaws yog Uber kiosks ntawm qhov chaw nrov uas cia cov tsheb ntiav phau ntawv tsis muaj lub laub tsis muaj lub mobile app.

Cov kev xav tseem ceeb yog kom muaj kev sib tham ncaj qha rau tib neeg thiab cov neeg siv khoom rau cov neeg yuav khoom hauv online, ntxiv rau -

  • Branding lub lag luam mus rau lub cev nqaij daim tawv
  • Tau txais ntau txoj hauv kev lag luam hauv ob qho chaw online thiab offline
  • Ua kom muaj kev paub cov neeg siv khoom uas lawv paub tias yuav mus xyuas qhov twg thaum muaj kev tsis txaus siab.
  • Qhia rau cov neeg muas zaub tam sim ntawd sim thiab tshem tawm qhov tsis txaus siab ntawm cov khoom.
  • Qhia qhov tseeb ntawm lub sijhawm ua haujlwm los ntawm kev qhia lawv “Yog! peb muaj nyob rau hauv lub ntiaj teb no tiag tiag ”

Lub hom phiaj tseem ceeb ntawm kev sib tw yeej los ntawm qhov muab qhov zoo tshaj plaws rau cov neeg siv khoom dhau los, khaws lawv cov kev nplij siab hauv lub siab. Qhov no tej zaum yuav tawm ntawm kev lig kev cai thiab los nrog cov tswv yim tshiab yog qhov tseem ceeb tshaj plaws los ua kom cov qhua tuaj noj mov thiab yeej qhov kev hloov pauv xyoo 2018. Xav txog qhov loj ntawm kev sib tw hauv khw muag khoom online, nws yog ib txoj haujlwm zoo yog tias koj tsis mob siab ua li ntawd nrog koj Kev lag luam eCommerce.

Cov neeg yuav khoom rov pib dua hauv khw muag khoom lub cev?

Ib qho tseem ceeb ntawm qhov chaw uas lub cev-tsuas-cov khw muag khoom tsis tau ua tiav rau cov tuam txhab eCommerce yog cov neeg siv khoom rov pib dua. Tsuas yog qee qhov hardcore brand-kiv cua, lub khw muag khoom lub cev tsis muaj peev xwm khaws cov qhua tuaj noj mov. Raws li tsis muaj txoj hauv kev paub txog kev yuav tus cwj pwm thiab kev txaus siab ntawm cov neeg siv khoom, cov khw muag khoom lub cev ua tsis tiav los khaws cov ntaub ntawv xav tau rau cov neeg siv khoom rov qab. Ntxiv mus, lwm yam tshaj li kev lag luam chij, SMS, thiab E-mail kev lag luam, tsis muaj lwm yam txhais tau rau kev sib txuas lus ncaj qha nrog cov zeem muag. Yog li, txawm tias qhov kev tshaj tawm luv nqi loj tshaj plaws tsis tuaj yeem ncav cuag cov neeg mloog.

Ntawm qhov tod tes, nrog Is Taws Nem thiab cov xov tooj ntawm tes hauv tes, cov neeg siv online tau dhau los ua lub hom phiaj yooj yim rau kev rov qab eCommerce. E-Kev lag luam touchpoints muaj ntau txoj kev suav tsis txheeb los sau cov neeg siv cov ntaub ntawv: Daim ntawv teev npe cov npe, mobile apps, koom nrog kev lag luam, tawm pop-up, rov qab-hauv-npaj cov ntawv sau npe, thiab ntau lwm tus. Nrog ntau txoj hauv kev los sau cov ntaub ntawv, eCommerce tseem muaj cov hauv kev zoo ntawm kev ncav cuag cov neeg siv khoom: Email kev lag luam, SMS kev lag luam, thawb kev lag luam, Tawm rov phiaj, thiab ntau lwm tus.

Nrog kev sib koom ua ke ntawm kev sib tw ntawm lub cev thiab hauv online, cov neeg siv khoom lag luam rov qab tau mus dua zoo dua. Dab tsi siv los ua qhov tsis zoo ntawm kev muag lub cev ib zaug tsis yog qhov ua haujlwm ntxiv rau kev ua haujlwm cib thiab tshuaj khib. Cov khw muag khoom online tam sim no tuaj yeem siv tib txoj kev lag luam sib txuas ntawm lawv cov kev sib tham hauv online thiab tseem nyiam cov neeg tuaj saib rau lawv lub cev. Hauv qab no yog qee qhov cim npe nrov tau ua qhov no.

Hom loj uas siv Omni-channel lag luam nyob hauv lawv txoj kev

Everlane

Everlane tau tsim nws tus kheej li kev lag luam online nkaus xwb hauv 2010. Nrog kev ncaj qha rau cov neeg siv khoom, Everlane tau sau npe rau kev xa cov khaub ncaws zoo ntawm cov nqi pheej yig. Nws txuas ntxiv nrog nws cov kev xav ntawm radical pob tshab, qhov twg cov hom tau tshaj tawm nws cov Hoobkas, cov nqi zog ua haujlwm, thiab lwm yam nqi.

Hauv 2016 ib leeg, lub hom tswj kom tau a muag tag nrho yog $ 51 labCov. Tom qab tsim cov pop-up hauv ntu tom qab xyoo 2016, hom tau tsim muaj thaj chaw txog 2,000-square-foot hauv chav Manhattan's SoHo cheeb tsam. Qhov no yog qhov kev txiav txim siab loj rau lub tuam txhab CEO Michael Preysman cov lus ob peb xyoos dhau los:

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

Qhov no yog dab tsi lub tuam txhab hais txog nws nkag mus rau offline khw muag khoom-

Peb cov neeg yuav khoom lag luam qhia rau lawv tias lawv xav kov thiab xav zoo txog cov khoom ua ntej nws yuav thaum kawg. Peb nkag siab tias peb yuav tsum muaj lub khw muag khoom lub cev yog tias peb xav kom muaj kev loj hlob zoo ntawm lub teb chaws thiab thoob ntiaj teb.

Lub khw muag khoom lub tsho zoo nkauj hauv tsev, sweaters, denim, thiab khau. Lawv tau siv lub cev tam sim no los muab qhov zoo tshaj plaws pom kev rau cov neeg tuaj ncig xyuas lub khw. Cov chaw so nrog cov chaw dai kom zoo nkauj thiab cov duab tiag tiag ntawm lawv lub chaw ua haujlwm denim ntxiv rau lub yeeb koob thaum nws txhawb nqa lub khw hom raws li lub ntiaj teb huv tshaj plaws denim Hoobkas.

Everlane Khw

Raws li koj tshawb ntxiv, koj tuaj yeem nrhiav plaub cov khoom siv saib nrog thaj chaw ntawm kev txheeb nyiaj. Lub chav ua yeeb yam tuaj koom tsis yog muag khaub ncaws nkaus xwb, tabsis kuj pab cov neeg tuaj kuaj xyuas cov khoom kom nrawm dua. Lawv tseem tuaj nrog cov lus pom zoo ntawm tus kheej tom qab kuaj xyuas koj cov ntaub ntawv kos rau hauv lawv cov neeg sawv cev online.

Tshajplaws

Txawm hais tias yog qhov online player, Glossier nkag siab tias cov hom khoom offline yog qhov tseem ceeb rau kev koom tes ntawm cov neeg siv khoom. Nrog nws cov khw muag khoom pop-up, cov khoom lag luam tseem niaj hnub khiav nws cov qhov hluav taws xob tshwj xeeb. Lub hom piav qhia tias nws cov pop-ups tsis yog hais txog cov nyiaj tau tab sis hais txog kev tsim lub zej zog. Nws tsuas yog kho nws cov qhov hluav taws xob raws li cov kev paub ntau dua li qhov chaw muag khoom.

Tsis ntev los no, hom kev zoo nkauj tau koom tes nrog ib lub tsev noj mov uas nrov npe hauv Rhea's Café, uas nyob hauv San Francisco. Kev pleev ib ce ntawm lub tsev noj mov sab nrauv kom haum rau cov hom tus kheej hauv txhiab xyoo liab liab qw cov lus kom nrov. Tsis ntev tom qab lub tsev noj mov tau hloov pauv mus ua cov pleev tsim-hub, qhov chaw kws cov kws ua zaub mov siav ua zaub mov nyob tom qab tsom iav thiab tuav ntawm cov khoom lag luam los ntawm Glossiers.Glossiers KhwRaws li cov qhua niaj zaus ntawm lub pop-up, nws yuav yuav Glossiers cov khoom lag luam online nws tus kheej. Txawm li cas los xij, dhau li ntawm txhua qhov tsis zoo, nws nyiam tuaj ntawm no ib zaug ib lub lim tiam tsuas yog xav tias muaj lub zog zoo hauv chav. Ntxiv mus, nws xav tias txaus kov thiab xav tias cov khoom lag luam thaum koj tuaj yeem rub tau ib khob kas fes tib lub sijhawm.

Bonobos

Thaum nws los txog rau cov neeg siv khoom dhau los, cov khaub ncaws khoom lag luam yog ib tus neeg lees loj tshaj plaws ntawm Omni-channel kev lag luam. Bonobos - lub khw muag menswear hauv tib qeb pib tshwj xeeb nrog cov khw muag khoom online hauv 2007. Nws sawv cev ib qho ntawm cov qauv zoo tshaj plaws ntawm cov hom tau txais txiaj ntsig nrhiav tau kev loj hlob los ntawm kev txuas ntxiv nws txoj haujlwm mus rau cov chaw lag luam cib thiab tshuaj khib.

Niaj hnub no, Bonobos yog lub tuam txhab 100-lab-las, nrog cov lag luam muag tau zoo, txhawb nqa cov qhua tuaj noj mov, thiab kev lag luam zoo tshaj plaws. Lub hom yuav ua rau nws lub koob npe los ntawm kev hloov ntawm yam uas zoo tshaj rau tus neeg qhua tshwj xeeb. Cov kev paub ntawm Bonobos Guဒေops dhau mus muab koj lub duav ntsuas thiab tus neeg muag khoom uas qhia cov ris luv.

Bonobos Khw

Hloov chaw ntawm Bonobos qhov chaw, lub khw muag khoom pom zoo kom yuav teem sijhawm rau kev teem caij mus ncig raws li qhov ntawm ib qho ntawm ntau Gu guarops. Kev sau npe ua ntej ua haujlwm zoo tshaj plaws vim nws tuaj yeem ua kom muaj kev sib tham zoo thaum tsuas muaj ob peb tus neeg nyob hauv lub khw thiab tus neeg sawv cev yuav tuaj yeem muab txhua yam xim koj xav kom ua tiav lub tsho ntev uas haum zoo tshaj plaws.

Nov yog li cas tag nrho cov txheej txheem ua haujlwm, raws li Bonobos:

Bonobos Cib thiab Mortar Khw

Nkaug Txij Nkawm

Kev nthuav qhia cib thiab tshuaj khib pab txoj hauv kev zoo tshaj plaws los txhaws qhov sib txawv ntawm cov khw muag khoom lub cev thiab eCommerce. Qhov Omni-channel eCommerce zoo yog pab cov eCommerce khw hauv xa cov kev xav tau zoo tshaj plaws thaum kev tsom mus rau cov kev cia siab hauv ob qho chaw offline thiab online ib puag ncig. Ua kom lub hom phiaj tseem ceeb hauv kev tsom xam, cov khoom lag luam tau ntsib txawm tias qhov kev nyuaj siab rau cov neeg siv khoom txhua qhov kev nkag siab thiab tuav txoj hauv kev suav tsis txheeb ntawm kev ua lag luam. Cib-thiab-mortar, tseeb, yog los ntawm tsis muaj txhais tau tias yog cov tshaj tawm yav dhau los tab sis qhov kev hloov kho sai thiab cov khoom muaj nqis rau cov uas muaj cov lag luam e-commerce tam sim no.

Yuav ua li cas koj xav hais tias?

Qhov Web site no siv Akismet los txo cov kev pabcuam. Kawm li cas koj cov ntaub ntawv tawm tswv yim tiav.