Ezohwebo kanye nokudayisa

Kungani Kuqondiswe Kumikhiqizo Yabathengi Isiqala Ukwakha Izitolo Zezitini Nosimende

Indlela engcono kakhulu yokuthi amabhrendi anikeze amadili akhangayo kubathengi iwukunqamula abaxhumanisi. Ukuncipha kokungena phakathi, kuncipha izindleko zokuthenga kubathengi. Asikho isisombululo esingcono sokwenza lokhu kunokuxhumana nabathengi nge-inthanethi. Ngabasebenzisi be-smartphone abayizigidi eziyizinkulungwane ezingu-2.53 nezigidi zamakhompuyutha omuntu siqu, kanye nezitolo ze-eCommerce eziyizigidi ezingu-12-24, abathengi abasancikile ezitolo ezithengisayo ukuze bathenge. Eqinisweni, ukucutshungulwa kwedatha yedijithali ngezizathu ezinjengokuziphatha kokuthenga, ulwazi lomuntu siqu, nemisebenzi yenkundla yezokuxhumana, kulula kakhulu kunezindlela ezingaxhunyiwe ku-inthanethi zokuphinda kubhekwe amakhasimende.

Okwethusayo, ngemibono ethile yebhizinisi le-e-commerce, izingosi eziku-inthanethi kulezi zinsuku zibonisa intshisekelo enkulu yokuvula imisebenzi yazo yezitini nodaka. Okunye okubizwa ngokuthi ukuchofoza kuya emaphethelweni, lesi simo asikaziqondi kwabaningi.

Uma kucatshangelwa idatha, i-USA ibhekene nokushesha okukhulu kwejubane izinkampani nezinkampani ezivala ngalo izitolo zazo ezingokwenyama futhi zishintshele kwezentengiselwano nge-inthanethi. Izikhungo eziningi zezitolo zithola kuyinselele ukuqhubeka nezitolo zazo. Ngokwemvelo, e-USA kuphela, izitolo ezingaphezu kuka-8,600 XNUMX zivaliwe ukusebenza kwabo ngo-2017.

Uma lokhu kunjalo, kungani-ke amabhrendi aku-inthanethi ebuyela emuva ezitini? Uma isofthiwe yemakethe ethengekayo kanye nemibhalo ikwenze kwathengeka kakhulu ukuvula izitolo eziku-inthanethi ngezindleko eziphansi uma kuqhathaniswa, kungani-ke utshala imali kwenye indawo engabizi kakhulu?

Isandiso, hhayi ukufaka esikhundleni!

Ukuze siphendule lo mbuzo, kufanele siqonde ukuthi amabhizinisi asebenzisa izitolo zezitini nodaka ukuze agcwalise izitolo zawo eziku-inthanethi, kunokuncika kuphela ezitolo ezibonakalayo. Akuzona ezinye izindlela kodwa zithuthukisa izindawo zokuthinta ze-e-commerce zanamuhla. Amabhrendi awathutheleki ezitini, kodwa anweba ubukhona bawo ku-inthanethi ezindaweni zokuthinta ungaxhunyiwe ku-inthanethi.

Thatha IBoll & Igatsha, Ngokwesibonelo. Ukuvakashela isitolo se-Boll & Branch, uzothola indawo yombukiso ehlotshiswe kahle enabasizi abahle nabasebenzi benkonzo yamakhasimende. Ungathola yonke imikhiqizo evela kumkhiqizo ngaphansi kwaleso sitolo. Nokho, kukhona ukusonteka: ukuthenga kwakho kulethwa ekhaya lakho ngeposi. Isitolo sisalandela iphethini yaso yokuthengisa nge-e-commerce kodwa sisebenzisa izikhungo zezitini nodaka njengezikhungo zesipiliyoni kunezitolo zokudayisa.

Isitolo Sokuthengisa nokuthengisa

Umbuzo uhlala unjalo

Kungani uthenga izitini nodaka kuyilapho amakhasimende engakwazi ukuthenga ngokuqondile ngemishini yawo esebenza ku-inthanethi? Ingabe ukubuyela emuva kuzitini nodaka kumelela imibono yebhizinisi le-e-commerce ehlakaniphile lapho izitolo ezibonakalayo sezivele zidiza izivalo zazo? Ingabe akuphikisani?

Impendulo ecacile yalo mbuzo ihlala komunye umbuzo:

Kungani izitolo ze-eCommerce zitshala ukutshala izinhlelo zokusebenza zokuthenga ngamaselula lapho amakhasimende esengathenga kuwebhusayithi yawo ye-eCommerce?

Konke kumayelana nesipiliyoni samakhasimende

Enye yezingqinamba ezinkulu zokuthenga nge-inthanethi abathengi bebengakwazi ukuhlangabezana nemikhiqizo njengoba benzile ezitolo ezibonakalayo. Ngenkathi abathengi abaningi basebenzisa izitolo ze-eCommerce njengendawo yabo yokuqala yokuthenga, kusekhona isigaba esikhetha izitolo ezingokoqobo ngoba bangazama imikhiqizo ngaphambi kokuyithenga.

Ukuze ubhekane nalesi sici, ama-giants e-commerce afana Amazon futhi Uber babengabambalwa bokuqala ukuvula imisebenzi yezitini nodaka njengesengezo kozakwabo abaku-inthanethi. I-Amazon yathuthukisa ukusebenza kwayo kokuqala kwezitini nodaka ngo-2014, ihlinzeka ngokulethwa kosuku olulodwa kumakhasimende aseNew York. Ngokuhamba kwesikhathi, yaqala izikhungo eziningi zezitolo ezitolo ezinkulu lapho babedayisa khona imikhiqizo yasendlini futhi baphinde bahambise.

Ngokushesha amanye amabhizinisi amukela lo mbono we-e-commerce futhi avula ama-kiosks amancane ezindaweni ezahlukene. Ngakho, ukuba khona ngokomzimba ngokushesha kwaba impumelelo. Esinye sezibonelo ezinhle kakhulu ama-kiosks e-Uber ezindaweni ezidumile ezivumela abagibeli ukuthi babhukhe ikhabhi ngaphandle kohlelo lokusebenza lweselula.

Umbono oyisisekelo uwukunikeza ukuxhumana kwabantu okuqondile nolwazi lwamakhasimende kubathengi abaku-inthanethi, ngaphezu kwalokho -

  • Ukufaka ibhizinisi ebhizinisini lomhlaba
  • Ukuthola amathuba amaningi ebhizinisi kumvelo eku-inthanethi naku-inthanethi
  • Ukuthuthukisa ulwazi lwekhasimende ukuze lazi ukuthi lizovakashela kuphi uma kunesikhalazo.
  • Ukuvumela amakhasimende ukuthi azame ngokushesha futhi asule ukungabaza kwawo mayelana nemikhiqizo.
  • Ukuqinisekisa ubuqiniso bokusebenza ngokubazisa, Yebo, sikhona emhlabeni wangempela ukuzeo!

Inhloso eyinhloko ukunqoba umncintiswano ngokunikeza umuzwa ongcono kakhulu wamakhasimende, ukhumbula ukunethezeka kwawo. Lokhu kungase kuphume esikweni futhi kuqhamuke nemibono emisha kuwukhiye wokugcina wokugcina amakhasimende kanye nokuwina ukuguqulwa ngo-2018. Uma ucabangela ubuningi bokuncintisana ekuthengiseni okuku-inthanethi, kuwumsebenzi omangalisayo uma ungagqugquzelwa ukwenza kanjalo nge-eCommerce yakho. ibhizinisi.

Ukubuyisela kabusha kwamakhasimende ezitolo ezibonakalayo?

Umkhakha obalulekile lapho izitolo ezisebenza ngokomzimba kuphela zehlulekile ukuncintisana nezimbangi zazo ze-eCommerce kwakuwukuqagela kabusha kwamakhasimende. Ngaphandle kwabanye abalandeli bomkhiqizo oqinile, izitolo ezibonakalayo azikwazanga ukugcina noma yimaphi amakhasimende. Njengoba yayingekho indlela yokwazi ukuziphatha kokuthenga kanye nezithakazelo zamakhasimende, izitolo ezibonakalayo zehlulekile ukuqoqa idatha edingekayo yokukhonjwa kabusha kwamakhasimende. Ngaphezu kwalokho, ngaphandle kwezikhangiso ze-banner, i-SMS, kanye ne-E-mail marketing, yayingekho enye indlela yokuxhumana okuqondile namathemba. Ngakho-ke, nemikhankaso emikhulu yesaphulelo ayikwazanga ukufinyelela izethameli ezihlosiwe.

Ngakolunye uhlangothi, nge-inthanethi nama-smartphones esandleni, amakhasimende aku-inthanethi aba yimpokophelo elula yokubuyisela kabusha i-eCommerce. Izindawo zokuthinta ze-E-Commerce zinezindlela eziningi zokuqoqa idatha yekhasimende: Amafomu okubhalisa i-akhawunti, izinhlelo zokusebenza zeselula, ukumaketha okuhlangene, ukuphuma kwe-pop-up, amafomu okubhalisa okubuyela esitokweni, nokunye okuningi. Ngezindlela eziningi zokuqoqa idatha, i-eCommerce ibuye ibe nezindlela ezisebenzayo zokufinyelela amakhasimende: ukumaketha nge-imeyili, ukumaketha nge-SMS, ukumaketha kwePush, ukuphinda ukhombe Izikhangiso, nokunye okuningi.

Ngokusebenza okuhlanganisiwe kozakwethu abangokwenyama nabaku-inthanethi, ukukhomba kabusha amakhasimende kusebenze kahle kakhulu. Okwake kwaba yisiphazamiso sokuthengisa ngokomzimba kanye akuseyona into ekhohlisayo ekusebenzeni kwezitini nodaka. Izitolo eziku-inthanethi manje zingasebenzisa iziteshi zokumaketha ezifanayo njengezindawo zokuthinta ku-inthanethi futhi zisaheha izivakashi ezindaweni zazo ezingokoqobo. Okulandelayo yindlela amanye amabhrendi adumile akwenza ngayo lokhu.

Imikhiqizo emikhulu isebenzisa i-Omni-channel Marketing Ngezindlela Zabo

Everlane

I-Everlane yazisungula njengebhizinisi eliku-inthanethi kuphela ngo-2010. Inekhasimende eliqonde ngqo (D2C) indlela, u-Everlane wayelebuli yokuletha izingubo ezisezingeni eliphezulu ngamanani athengekayo. Yaqhubeka ikhula ngefilosofi yayo yokubeka izinto obala okukhulu, lapho umkhiqizo udalule izimboni zawo, izindleko zabasebenzi, nezinye izindleko eziningi.

Ngo-2016 kuphela, umkhiqizo wakwazi ukuthola i- inani lokuthengisa lamaRandi ayizigidi ezingama-51. Ngemuva kokwethula uchungechunge lwama-pop-up engxenyeni yakamuva ka-2016, lo mkhiqizo walungisa indawo yokubukisa engamamitha-skwele angu-2,000 XNUMX esifundeni saseManhattan SoHo. Lesi bekuyisinyathelo esikhulu uma kubhekwa isitatimende se-CEO yenkampani uMichael Preysman eminyakeni embalwa eyedlule:

[Sizo] vala inkampani ngaphambi kokuya ezitolo ezithengiswayo.

Yilokhu inkampani ekushoyo ngokungena kwayo ekuthengisweni okungaxhunyiwe

Amakhasimende ethu abelokhu etshela ukuthi afuna ukuthinta futhi azwe imikhiqizo ngaphambi kokuyithenga ekugcineni. Saqonda ukuthi sidinga ukuba nezitolo ezibonakalayo uma sifisa ukukhula ngezinga likazwelonke nelomhlaba jikelele.

Lesi sitolo sidayisa izikibha ezinophawu lwendlu, amajezi, ama-denim nezicathulo. Basebenzise ubukhona bomzimba ukunikela ngesipiliyoni esihle kunazo zonke kumakhasimende avakashele esitolo. Indawo yokuphumula enendawo yokuhlobisa nezithombe zangempela zefektri yabo ye-denim ingeza enkazimulweni njengoba ithuthukisa ifektri yomkhiqizo njengemboni ye-denim ehlanzekile kunayo yonke emhlabeni.

Isitolo se-Everlane

Njengoba uhlola ngokuqhubekayo, ungathola amayunithi amane wokubonisa anendawo ehlukile yokuphuma. Izisebenzi zase-showroom azigcini nje ngokuthengisa izingubo, kodwa futhi zisiza amakhasimende ukuthi abheke imikhiqizo ngokushesha. Beza nezincomo ezenziwe zaba ngezakho ngemuva kokuhlaziya iphrofayili yakho efakwe kumlingani wabo oku-inthanethi.

Ama-Glossiers

Yize eyisidlali esiku-inthanethi, uGlossier uyaqonda ukuthi imisebenzi yomkhiqizo ongaxhunyiwe kwi-inthanethi idlala indima enkulu ekubandakanyeni isisekelo samakhasimende. Ngezitolo zayo ezidayiswayo, lo mkhiqizo uyaqhubeka nokusebenzisa izindawo zawo ezihlukile. Umkhiqizo uchaza ukuthi ama-pop-up ayo awakhulumi ngemali kepha kwakhiwa umphakathi. Imane nje iphathe izindawo zayo njengezikhungo zokuhlangenwe nakho kunokuba iphoyinti lokuthengisa.

Isitolo seGlossiers

Muva nje, uhlobo lobuhle luhlanganyele nendawo yokudlela eyaziwayo i-Rhea's Café, etholakala e-San Francisco. Ukulungiswa kwengaphandle kwendawo yokudlela ukuze kulingane ubunikazi bomkhiqizo nge-millennial pink kumemeze umlayezo kakhulu. Ngokushesha indawo yokudlela yaguqulwa yaba ihabhu ye-makeup, lapho abapheki babepheka khona ukudla ngemuva kwezibuko kanye nezitaki zemikhiqizo evela ku-Glossiers. Ngokuvumelana nesivakashi esivamile se-pop-up, wayezothenga imikhiqizo ye-Glossiers ku-inthanethi ngokwayo. Kodwa-ke, ngaphandle kwazo zonke izingqinamba, uthanda ukuza lapha kanye ngesonto ukuze nje ezwe amandla amahle ekamelweni. Ngaphezu kwalokho, kuzwakala kumnandi ukuthinta futhi uzwe imikhiqizo ngenkathi ubambe inkomishi yekhofi ngesikhathi esifanayo.

Bonobos

Uma kukhulunywa ngokuhlangenwe nakho kwamakhasimende, izinhlobo zezingubo zingenye yezindlela ezinkulu zokumaketha eziteshini ze-Omni. I-Bonobos - umthengisi wezingubo zabesilisa esigabeni esifanayo waqala ngokukhethekile ngokuthengisa okuku-inthanethi ngo-2007. Imele esinye sezibonelo ezifaneleke kakhulu zemikhiqizo eyimpumelelo ethola ukukhula ngokuqhubeka nokusebenza kwayo nasezikhungweni zezitini nodaka.

Namuhla, iBonobos inkampani eyizigidi eziyi-100, enesiphakamiso esiqinile esiyingqayizivele, ukusekelwa kwamakhasimende okuvelele, kanye nokuthenga okuhle kakhulu. Umkhiqizo ungenza idumela lawo ngokuhlangana kokulungele ikhasimende elithile. Okuhlangenwe nakho eBonobos Guideshops kudlulela ngaphezu kokunikeza isilinganiso sakho sokhalo nomthengisi ekhombisa ibhulukwe elihambisanayo.

Isitolo seBonobos

Esikhundleni sokuvakashela isiza seBonobos, lo mkhiqizo uncoma ukubhukha i-aphoyintimenti yokuvakasha okwenzelwe enye yezindawo zayo eziningi ze-Guideshops. Uhlelo lokubhuka ngaphambilini lusebenza kahle kakhulu njengoba lungaqinisekisa ukuvakashelwa okunethezekile lapho kugcinwa abantu abambalwa kuphela futhi ummeleli owabelwe anganikeza konke ukunakekelwa okudingayo ukuze uqedele ibhulukwe elifanela okuhamba phambili.

Le ndlela isebenza ngayo yonke inqubo, ngokusho kukaBonobos:

Izitolo Zezitini ZaseBonobos Nosimende

Ukuhlanganisa i-Gap

Izikhungo zokuhlangenwe nakho kwezitini nodaka zinikeza amathuba amahle kakhulu wokuvala igebe phakathi kwezitolo zomzimba neze-eCommerce. Leli qhinga le-Omni-channel eCommerce lisiza izitolo ze-eCommerce ukuletha ulwazi olungcono kakhulu lokuthenga ngenkathi ikhomba amathemba kuzo zombili izindawo ezingaxhunyiwe ku-inthanethi neziku-inthanethi. Ukugcina umgomo oyinhloko ubhekiwe, ama-brand ahlangabezana nokulindelwe okuyinkimbinkimbi kwamakhasimende ngazo zonke izinzwa nokubamba iziteshi eziningi zokumaketha. Izitini nodaka empeleni akusona isiteshi esiphelelwe yisikhathi kepha kuyimpahla ethuthuka ngokushesha futhi eyigugu kubadlali abakhona be-e-commerce.

UJessica Bruce

Ngiyi-blogger enobungcweti, umbhali wezivakashi, i-Influencer kanye nochwepheshe we-eCommerce. Okwamanje kuhlotshaniswa ne-ShopyGen njengecebo lokuthengisa lokuqukethwe. Ngiphinde ngibike ngokwenzekile kwakamuva nezitayela ezihambisana nomkhakha we-eCommerce.

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