Ukuncoma i-Omnichannel yeBlack Friday neCyber ​​Monday

Ukuthengiswa kwangoMsombuluko omnyama kanye ne-cyber

Akungabazeki ngakho, ukuthengisa kwenziwa ushintsho olunamandla. Ukushintshashintsha okuqhubekayo phakathi kwazo zonke iziteshi kuphoqa abathengisi ukuthi bacijise amasu abo okuthengisa nokumaketha, ikakhulukazi njengoba besondela kuBlack Friday nakuCyber ​​Monday.

Ukuthengiswa kwedijithali, okubandakanya i-inthanethi neselula, ngokusobala yizindawo ezigqamile ezitolo. ICyber ​​Monday 2016 ithathe isihloko sosuku lokuthengisa oluku-inthanethi olukhulu kunawo wonke emlandweni wase-US, nge $ 3.39 billion ekuthengisweni kwe-inthanethi. IBlack Friday ize ngomzuzwana osondele kakhulu nge $ 3.34 billion ekuthengisweni kwe-inthanethi, ushayela irekhodi $ 1.2 billion kwimali engenayo yeselula. Zonke izimpawu zikhomba ukuthengiswa okungcono kakhulu kwedijithali ngenkathi yamaholide alo nyaka.

Ngenkathi ukuthengisa okuthengisa jikelele kukhuphuka, umyalezo uxutshwe nokuthengiswa kwezitini nodaka. Ngokusho kwethangi lokucabanga lokuthengisa I-Fung Global Retail kanye neTekhnoloji, sekumenyezelwe ukuvalwa kwezitolo okungaphezulu kuka-5,700 1 ngoSepthemba 2017, 181. Lokho kukhuphuka ngo-2016% ngaphezu kuka-XNUMX. Noma kunjalo Umbiko wocwaningo we-IHL ilinganisela ukuthi abathengisi bazovula ezinye izitolo ezingama-4,080 ngo-2017 kunalokho abavalayo futhi bahlela ukuvula ngaphezulu kuka-5,500 ngaphezulu ngo-2018.

Ngakho-ke, yini abadayisi okudingeka bayenze njengoba beya esikhathini samaholide alo nyaka? Kufanele bakulinganise kanjani ukuthengisa nokumaketha ukuqinisekisa ukuthi bathola wonke amanothi afanele? Qala ngokulandela umkhondo nokuhlaziya idatha yamakhasimende bese ulungisa ngokufanele, unake ngokukhethekile isu le-omnichannel elinganikeli noma yisiphi isiteshi noma ikhasimende ngalinye. Futhi uma ukhuluma ngekhasimende ngalinye, tshala isikhathi esithile nomzamo wokwenza ubuwena njengoba ulungisa kahle amasu akho wokuthengisa.

Konke Mayelana ne-Omnichannel

Ukuzulazula kulokhu kushintsha nokuphikisana, abathengisi basebenzisa izinsiza ezintsha, ubuchwepheshe kanye nemizamo yokukhangisa ehlosiwe yokunika amandla i-omnichannel, indlela yeziteshi eziningi efiphaza imigqa phakathi kwezitolo, eziku-inthanethi, ezeselula kanye nezikhathalogi zibe ulwazi oluhlanganisiwe nolubumbene. Lokho kungenxa yokuthi ukuthengiswa kwe-omnichannel kulapho imali ikhona. Ngokusho kwe- umbiko ovela eMarketer, 59% wabathengisi bathe amakhasimende e-omnichannel ayenza inzuzo enkulu ngo-2016 kunamakhasimende wesiteshi esisodwa, vs. 48% ngo-2015.

I-Amazon isanda kukhulisa unyawo lwayo lwe-omnichannel ngokwethula umugqa wayo wezingubo, ophelele nge I-Prime Wardrobe okuvumela abasebenzisi ukuthi bazame ngaphambi kokuthenga. Iphinde yathola i-Whole Foods futhi yavula idlanzana lezitolo ezidayisa izincwadi ze-Amazon. Ngaphezu kwalokho, inkampani ithola isikhala sokugcina izimpahla ezindaweni ezisemadolobheni ezweni lonke ngakho-ke inganikeza ukulethwa kosuku olufanayo kumakhasimende athenga ngeziteshi eziku-inthanethi nezingamaselula.

Umcimbi wokuthengisa we-Amazon Prime Day womthengisi uphumelele kakhulu. Kulo nyaka, i-Amazon Prime Day yathathwa njengosuku lokuthengisa olukhulu kunazo zonke lwenkampani, ikhula ngama-60% kusuka ku-2016 futhi kudlula ukuthengiswa kwe-Amazon Black Friday no-Cyber ​​Monday ka-2016. Futhi i-Amazon yenza umsebenzi omkhulu ibhekise ezintweni ezinophawu, kubhekwa ukuthi iningi lezinto ezithengiswe ngePrime Day yimikhiqizo enophawu lwama-Amazon. Udinga ubufakazi obengeziwe? Ngokuvumelana ne ucwaningo oluvela kuSlice Intelligence, I-43% yakho konke ukuthengisa okuthengiswa online e-United States kudlule e-Amazon ngo-2016. Ngalokhu kukhuliswa kwemikhiqizo emisha i-Amazon ifuna ukuthola ucezu olukhulu lwephayi lokuthengisa, mhlawumbe kuze kufike ku-50% wemakethe ngo-2021, ngokusho kwenkampani yaseWall Street i-Needham.

Khonamanjalo iWalmart, enezitolo ezingaphezu kuka-5,000 XNUMX, ibilokhu yakha ubukhona bayo online. Yize kungahle kube ngemuva kwe-Amazon ekukhulisweni kwe-omnichannel, ukuthengwa kwakamuva komthengisi kweJet.com, kanye nokutholwa kwayo kwabathengisi abancane abaku-inthanethi iModCloth, iBonobos neMoosejaw, kuholele ekukhuleni okukhulu kwe-inthanethi. Ukuqhubeka nokuncintisana nokungena kwe-Amazon endaweni yokudla, iWalmart manje inikezela uku-oda nge-inthanethi nokuqoqa, futhi umemezele nje ukubambisana ne-Google ekuqaleni kuka-Septhemba ukuqhubekisela phambili ukungena emakethe yama-Amazon. NgoMeyi, Kumenyezelwe iWalmart ukukhula ngo-63% ekuthengisweni kwekota ye-e-commerce.

Yenza kube ngokwakho

Umkhuba obalulekile ekuthengiseni njengamanje - futhi osuvele uletha imiphumela yangempela - ngu- ukuzenzela. Iningi labathengisi selivele lisebenzisa okomuntu siqu, kanti abanye banalo iminyaka eminingana. Ucwaningo lukhombisa ukwenza ngezifiso kunomthelela oqinile. Eqinisweni, okwakamuva funda kusuka ku-Infosys ithole ukuthi abathengi abangama-86% bathe # ukwenza kube ngokwakho kube nomthelela okungenani esinqumweni sokuthenga, nokuthi cishe ingxenye eyodwa kwezintathu zabathengi ifuna ukwenziwa okwengeziwe kulwazi lwabo lokuthenga.

Izinsizakalo ezintsha nezinhlelo zokusebenza kufakela ulwazi lomqondo omusha lokuthenga nokuthenga. Kukhona iTrunk Club yeNordstrom, enye yezinsizakalo eziningi ezincike kumamodeli okubhalisile futhi zisebenzisa izitayela ukukhetha izingubo ezincike kokuthandwa yikhasimende, bese uthumela izingubo ezikhethiwe ngqo kwiklayenti. Ezinye zifaka iStitchFix, iMM.LaFleur neFabletics. Kukhona nezinhlelo zokusebenza ezifana ne-The Hunt. Ngokuthumela isithombe sento osifunayo, kanye nezimfuneko ezithile ezifana nesabelomali nosayizi, amanethiwekhi omphakathi we-Hunt ukuphakamisa imikhiqizo. I-Keep, olunye uhlelo lokusebenza, inikezela ngenqola yokuthenga ebanzi yewebhu ebizwa nge-Keep One Cart ukuze abathengi bakwazi ukuthenga noma yimuphi umkhiqizo kunoma yisiphi isitolo, noma kuphi, kokuhlangenwe nakho okukodwa kokuphuma. Zonke lezi zinsiza nezinhlelo zokusebenza zikhuluma ngesifiso sabathengi sokuhlangenwe nakho okwengeziwe kokuthenga, futhi abathengisi badinga ukuqinisekisa ukuthi bayakuletha ukuhlangabezana nalesi sifiso.

Linganisa Isilinganiso

Ukuze zincintisane endaweni yokuthengisa eshintshashintshayo yanamuhla, izinkampani akumele zazi kuphela futhi ziqonde amakhasimende azo kepha futhi zilinganise ngokucophelela zonke iziteshi zemikhankaso yazo yokuthengisa nokumaketha ukwenza ngcono ukumaketha okuhlosiwe, ukusatshalaliswa futhi ekugcineni kungenise imali.

Yiqiniso, abathengi abaningi balwa nokukhangisa. Babheka izindlela zokuyigwema futhi bayishube, ngakho-ke abathengisi kumele bazijwayeze futhi babe nobuciko ukuze banikeze abathengi imininingwane eyenziwe ngezifiso abayifunayo. Ukuzibandakanya kwabezindaba okungcono kakhulu kwanamuhla kulandelela wonke amaphuzu okuthinta nokuxhumana nabathengi ukuze kwenziwe ukusebenzisana okwenziwe kwaba ngokwakho phakathi komkhiqizo nekhasimende.

Akukhona nje kuphela ukuthi amakhasimende afuna okuhlangenwe nakho kwamakhasimende okwenziwe ngezifiso, futhi bafuna ulwazi lokuthengisa olungaguquguquki kuwo wonke ama-digital nezitini nodaka. Futhi ngokuhlangenwe nakho okungaguquki, isibonelo, abathengisi bakulungele kangcono igumbi lokubukisa kanye ne-webrooming.

Ukuletha okuhlangenwe nakho komuntu siqu nokungaguquguquki ku-omnichannel, udinga ukuqonda amakhasimende wakho oqondisiwe. Indlela enhle yokwenza lokho ukuhlaziya idatha yamakhasimende. Vele, kubathengisi abaningi, ukuhlunga izinqwaba zedatha eqoqwe ngezinhlelo zokuthengisa kanye neziteshi eziku-inthanethi kungaba nzima kakhulu. Okuyinselelo enkulu kakhulu ukuhlanganisa idatha yamakhasimende kuzo zonke iziteshi ezahlukahlukene zesithombe esiphelele, ikakhulukazi njengoba izinhlangano eziningi zisasebenzisa iziteshi zazo kuma-silos.

Enye indlela yokunqoba lezi zinselelo ukusebenza nomlingani onobuchwepheshe obususelwe kudatha nakwi-analytics futhi onolwazi lokuqonda imininingwane ebalulekile futhi aqonde kangcono indaba ekhulunywa yidatha. Amagama ambalwa ezeluleko lapho ukhetha umlingani ozosebenza naye: funa amafemu atshala imali futhi asebenzise ama-analytics aqinile, futhi alandelela idatha evela emithonjeni eminingi ukuze enze ukuxhumana okucacile ku-ROI yomkhankaso.

Ngokumaketha okuqhutshwa yidatha nesithombe esiphelele ngokwengeziwe sekhasimende lakho elihlosiwe, uzokwazi ukuqinisekisa ukuthi iphoyinti ngalinye lokuthinta liyingxenye yokubumbana futhi isipiliyoni sokuthenga esenziwe ngokwezifiso se-omnichannel sifika ngo-Black Friday no-Cyber ​​Monday. Akunandaba ukuthi ikhasimende liyothenga leso sipho esiphelele samaholide esitolo esisezitolo ezinkulu zendawo, sisebenzisa ikhathalogu esanda kufika ngeposi, noma sihamba ngemikhiqizo efonini ephathekayo. Okubalulekile ukuthenga.

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