Sonke siyathenga. Kungakhathaliseki ukuthi sihlala kuphi, senzeni noma sikwenza kanjani, sidinga “izinto” futhi okuwukuphela kwendlela yokuzitholela (isikhathi esifushane sokuzikhulisa ngokwethu) iwukuzithenga (noma ukuba othile asithengele zona). Ngakho-ke, kungakhathaliseki ukuthi kuwumsebenzi esiwuqedayo noma esiwudluliselayo, ekupheleni kosuku - sibe “shopping. "

Izigidigidi Ngenani

Ngo-2017, imboni yokudayisa yase-US yenze u-$1.14 trillion e-value-added futhi yakhiqiza imisebenzi eyizigidi ezingu-4.8 okusho ukuthi amaphesenti angu-5.9 omkhiqizo wasekhaya wase-US. Isigaba esikhulu kunazo zonke? Izimoto, zenani lamaRandi ayizigidi eziyizinkulungwane ezingama-212; izitolo zokudla zathola indawo yesibili, ngamaRandi ayizigidi eziyizinkulungwane ezingu-167; ukuthengiswa okujwayelekile kufinyelele endaweni yesithathu ngamabhiliyoni angama-161. Imboni iphinde yeseke ama-dollar ayizigidi eziyizinkulungwane eziyi-1.5 emkhakheni wezitolo ezinkulu, inikela ngama-dollar ayizigidi eziyizinkulungwane ezingama-2.2 ngemboni yezokukhiqiza yase-US.

Umkhakha okhula ngokushesha kakhulu wokuthengisa nge-e-commerce futhi ngo-2020 kulindeleke ukuthi ufinyelele inani lamaRandi ayizigidi eziyizinkulungwane ezingama-523, ngezinga lokukhula elingamaphesenti angama-9.32 unyaka ngamunye. Ngo-2020, abathengi abayizigidi ezingu-270 bazosebenzisa amadivaysi abo eselula ukuze bacwaninge futhi bathenge imikhiqizo (ngo-2015 inani laliyizigidi ezingu-244 kuphela).

Isidingo seMall

Ngo-2018, lowo owayeyi-CEO ye-JC Penney uMike Ullman wanquma ukuthi amaphesenti angama-25 kuphela ezitolo zezitolo zaseMelika eziyi-1200 azosinda eminyakeni emihlanu ezayo. Ngo-2018, abathengisi bafaka izicelo zokuqothuka ngamanani aphezulu futhi bafaka i-Nine West, i-Claire's kanye ne-Toys R Us.

NgokukaRick Caruso, umthuthukisi we-The Grove Mall (Los Angeles), “Inxanxathela yezitolo yasendlini iyi-anachronism ezoqhubeka nokuhluleka ngoba ayixhumekile endleleni abantu abafuna ukuphila ngayo.” Izitolo ezinkulu zihlala ziyiqoqo labathengisi abanezinketho ezimbalwa zokudlela nezokuzijabulisa eziphonswe kule ngxube.

Onjiniyela bezitolo ezinkulu kufanele ukuthi baphuthelwe imemo ethole ukuthi abantu bafuna ukuzibandakanya mathupha nokuzibandakanya futhi befuna "isipiliyoni" sokuthenga umkhiqizo owenziwe ngenye indlela. Umthuthukisi wenxanxathela yezitolo kuzodingeka athole izindlela zokukhuthaza nokugqugquzela abantu ukuthi bachithe isikhathi esikhaleni ngokwakha okuhlangenwe nakho abantu abafuna ukukuthokozela.

Ukuhlanganisa: Ezokungcebeleka, Umsebenzi kanye Nokuthenga

Ukuze asuse izitolo ezinkulu ekusekeleni ukuphila, u-Oliver Chen (Cowan and Company) uyatusa:

Yenza ukuthenga kube lula. Khipha ukungezwani ekuthengeni (cabanga nge-Amazon ne-Walmart's car pickup).
Hlela ukuhambisana ngokudala isiko elenza abantu bakwazi ukusebenzisana.

Ukwengezwa/izithuthukisi zendawo yezitolo zingabandakanya kalula imitapo yolwazi, iminyuziyamu, imiphakathi yomlando, amagumbi okuhlangana amaqembu omphakathi, amagumbi okufundela amakolishi omphakathi, ukuqeqeshwa kwemisebenzi yezandla, amahhovisi ezinhlaka zikahulumeni nezikhulu ezikhethiwe kanye namathuba ezinkundla zomphakathi nezingxoxo.

Lezi zindawo zingasetshenziselwa izindawo zokuzivocavoca nezokujima, izinsiza zezokwelapha nezamazinyo, kanye nezinkantolo zokudla okunempilo ezinezitolo zegrosa ezinezinketho zamatafula namatafula okupheka kanye newayini/imimoya yokunambitha.

Iziteshi Zokusabalalisa

Ucwaningo luphakamisa ukuthi ikusasa lokuthenga i-omnichannel. Ngalesi sikhathi, cishe amaphesenti angama-90 akho konke ukuthenga kwenziwa ezitolo ngokuthengiswa kwe-inthanethi okufinyelela cishe amaphesenti angu-10 okuthengiswa kwezitolo, okubonisa ngokucacile indawo yokukhula.

Ukudayisa kusekude ukufa. Njengamanje kunezindawo zokudayisa ezingaphezu kwesigidi esisodwa kulo lonke elase-US, futhi ukuthengiswa kwezitolo kukhule cishe ngamaphesenti ama-1 ngonyaka kusukela ngo-4.

Abathengisi abaningi bayavala kuyilapho abanye bekhula. I-Costco ivule izitolo ezintsha ezingu-23 ngo-2015 kanti kuhlelwa izindawo ezintsha ezingu-31 (eziyi-17 e-USA). I-Dollar General yengeza izitolo ezingu-900, futhi i-Dollar Tree, i-Family Dollar, i-Aldi, i-Lidl, i-Five Ngezansi kanye ne-Hobby Lobby zivula izindawo ezintsha. Ngokusho kweBusiness Insider, zingu-2100 izitolo ezintsha ezizovulwa ngonyaka ozayo.

Umbiko we-IHL Group, iRetail's Radical Transformation, unqume ukuthi kukho konke ukuvalwa kwezitolo, kuvulwa izitolo ezimbili ezintsha. Isigaba sokudla, izidakamizwa, izinto ezilula kanye nenqwaba yabathengisi/inqolobane zibike izinkampani ezingu-3.7 ezengeza izitolo ezintsha kuzo zonke ezivaliweyo. I-IHL inqume ukuthi izitolo zizobandakanyeka kumaphesenti angama-81 akho konke ukuthengiswa kwezitolo ngo-2021.

Ukuhlukana Kwesizukulwane

Isizukulwane ngasinye sinenqubo yaso yokuthenga. Isizukulwane Z kanye Neminyaka Eyinkulungwane kungenzeka ziqhubeke ngendlela evamile; kodwa-ke, abakwaMillennials kungenzeka bazizwe bekhungathekile ngefomethi efanayo/yokuthenga efanayo futhi bafune ulwazi olusha. I-Generation X kanye ne-Baby Boomers idonsa kanzima ngesistimu yokuthenga/yokuthenga kanye nolwazi lwangemuva kokuthenga (okungukuthi, ukubhala isibuyekezo, ukubuya).

Abathengi balindele ukuthi abathengisi bakhulume futhi baxazulule / baqede amaphuzu obuhlungu. Abathengi (ikakhulukazi abakwa-Millennials) balindele ukuthi izinkampani zinikeze ubuchwepheshe kulo lonke ulwazi lwabo lokuthenga, bakhiphe ukuqagela kulokho okwenziwa ngaphambili kokuthenga.

Ukuze uhehe abathengi abasha ngenkathi ugcina izizukulwane ezindala zihlanganyela, abathengisi kufanele bafinyelele kulokho abakwenzayo nokuthi bakwenza kanjani.

I-Heads Up Retailers: Amaphuzu Okuzocatshangelwa

Izimpahla ezingasetshenziswa kancane. Kusukela esikhaleni (izikhala) kanye ne-inventory kuye kwabasebenzi nobuchwepheshe, ingabe kukhona ukumosha okuningi kakhulu ohlelweni
Ukulahlekelwa ukuthintwa komuntu. Ingabe amakhasimende ayaziswa? Ingabe bayabongwa ngokuthatha isikhathi empilweni yabo ematasa basebenzise imali yabo esitolo sakho, bethenga okuthengiswayo kwakho?
Ukuphatha kabi amabhrendi nokuphazamisa abathengi. Ingabe usebenzisa izikhangiso ze-pop-up endabeni yezindaba, eziphazamisa ukufundwa komthengi okungenzeka? Ingabe izikhangiso ezisemabhasini, ezitimeleni ezihamba ngaphansi, kanye namabhodi omgwaqo onguthelawayeka zixoxa indaba noma zivele zigcwalise isikhala?
Ukwesaba (ubumfihlo bedatha nokuphepha). Abathengi bayacasuka lapho i-algorithm ithumela izikhangiso ze-imeyili zezicathulo noma uhambo oluya e-France, ngokushesha ngemva kokuba besanda kuthenga izicathulo futhi benza ukubhuka kwenkampani yendiza. Kuyadabukisa ukubuka izinkampani ezingakaze zizwe ngokufinyelela kudatha yazo yomuntu siqu futhi zihlukanise izidingo zazo nezidingo zazo.

Bonisa Ikhasimende Olikhathalelayo

Abathengi bafuna isipiliyoni sokuthenga esingcono kakhulu futhi abanandaba nawe, umkhiqizo wakho noma isitolo sakho (kunoma isiphi isimo). Abathengisi badinga ukuzungeza futhi bavumelane nezimo, balungele ukubandakanya ikhasimende noma nini nanoma kuphi lapho ikhasimende likuchungechunge lokuthenga. Abathengisi kufanele bangene ngokujulile kusizindalwazi samakhasimende abo, futhi baklame ukuzizwisa okugxile kumakhasimende, bakhe kabusha ukwethembeka eminyakeni yobudala yomthengi onikwe amandla.

Kukumthengisi ukuthuthukisa ukuzizwisa okungenazihibe futhi angagxili ezicini zomkhiqizo. Lokhu kungafinyelelwa ngokucabangela:

Okuhlangenwe nakho kokuthenga kweziteshi eziningi ngokwakha ukuzizwisa kwe-savvy e-retail kanye nokuthunyelwa okusheshayo okungenazihibe.
Ukuhlanganisa nokuthenga ngaphandle kwe-inthanethi ngokuqhathanisa izinketho ku-inthanethi, ukuthenga ku-inthanethi nokulanda esitolo noma ukusebenzisa abathengi abakhuthazayo ukuthi basebenzise i-smartphone yabo ukuze bahlole amanani ngenkathi besesitolo futhi bazimisele ukuxoxa ngezinketho zentengo (noma ukuchaza isu lakho lentengo).

Ucwaningo olwenziwa yi-Price Waterhouse Cooper luthole ukuthi amaphesenti angama-73 abathengi athi isipiliyoni somkhiqizo esihle yizona ezihamba phambili ezinqumweni zabo zokuthenga. Ukufaniswa kwentengo nokunikezwayo okukhethekile kungase kushintshe kubathengi abambalwa, kodwa kuningi ekuthuthukiseni ukwethembeka kwamakhasimende kunokugxila enanini.

Robbin Report. Ukudayisa Radicals. Uhlelo lwango-2019

Unyaka ngamunye, ithimba le-Robin Report likhetha iqembu labathengisi kanye nemikhiqizo yabo abaklama izindlela ezintsha zokwanelisa izimfuno nezidingo zabathengi, ukuhlonza imikhiqizo namasevisi azokwenza ukuphila kube ngcono, kuphephe, kusebenza kahle futhi/noma kujabulise kakhudlwana. Kwaqalwa uRobin Lewis, othathwa njengengcweti yemboni yokudayisa, uLewis ubuye abe ngumbhali, isikhulumi kanye nomeluleki kubathengisi nezimboni zemikhiqizo yabathengi.

Umcimbi Ukhethiwe. Abathengisi Nemikhiqizo Yabo

Ukuthenga Okuyingqayizivele

U-Hunsicker unguMsunguli kanye no-CEO we-CaaStle, inkundla yobuchwepheshe ye-B2B enenguquko enika abathengisi nemikhiqizo yemfashini amandla ukuze babambe iqhaza emnothweni omusha wokwabelana. I-CaaStle ivumela abathengisi ukuthi banikeze izingubo njengesevisi (i-CaaS) kubathengi babo futhi ithuba lizuzisa umdayisi kanye nekhasimende. Ikhasimende liyakwazi ukuhlola uhlobo ngokuqasha (futhi, mhlawumbe, nokugcina) izingubo ngokufinyelela iqoqo elijikelezayo njalo ngenyanga. Abalingani bomkhiqizo bahlanganisa u-Ann Taylor, NY&Co, Express, Rebecca Taylor, American Eagle, Gwynnie Bee. I-CaaStle yaqashelwa yi-Fast Company njengenye yezinkampani ezisungula izinto ezintsha emhlabeni - 2019.

Ngaphezulu kweminyaka engu-40 yokuhlangenwe nakho okuholela ekuhlanganisweni kwamasu kwezakhiwo, ukuhlela nokuthengisa, ukumaketha nokufaka uphawu embonini yokudayisa, ezokuzijabulisa nezokungenisa izihambi, u-Roche (kanye nebhola lakhe elicwebezelayo), hlela izikhala/izindawo zokuthola ulwazi oluphelele lokuthenga.

Singabonga u-Roche ngokudala indawo yokuthenga ye-Le Bon Marche ne-la Grande Epicerie kanye ne-Selfridges Group, izindaba zomnyango we-Bijenkorf (Netherlands), i-Rotterdam City Center kanye ne-Meadowood Resort kanye ne-Wine Reserve e-Napa Valley.

U-Roche uklama izindawo ezivuza isivakashi, “Uma ziza esitolo sakho, zikunikeza isikhathi sazo, kufanele uzinike okuthile ngokubuyisela - njengendawo ekhangayo. Idizayini ingaphezu kwendlela into ebukeka ngayo, ihlanganiswe kulokho okwenzayo.”

Okuhlangenwe nakho kokuthengisa kufanele kube kuncane ukungqubuzana. U-Timmins unqume, ukuthi isipiliyoni esiyimpumelelo sesitolo sizohlinzeka ngendawo yezenhlalo, ekhuthazayo, ejabulisayo, ehilelekile, elula, nesikhungo sokusabalalisa. Indawo izogqugquzelwa isiko lendawo, elidalwe ngobuhlakani obunobuciko.

Uma kunento yokwenza nokudayisa, uCohen ukubonile, wakwenza, wakubuyekeza, wakufundisa noma wakwenza. Ugxile ekudayiseni kusukela ephothule e-Columbia University (1971, MBA; 1969 BS Electrical Engineering). Iminyaka engaphezu kwengu-20 ube yisikhulu esiphezulu, esihlotshaniswa ne-Sears Canada Inc., i-Softlines (Sears Roebuck & Co), i-Bradlees Inc. kanye ne-Lazarus Department Stores. Uke wamataniswa nezitolo zika-Abraham & Strauss, The Gap, Lord & Taylor, Mervyn kanye neGoldsmith's Department Stores. Kusukela ngo-2006 ubeyilungu lophiko lwe-Columbia University's Graduate School of Business, efundisa izifundo ze-Retailing Leadership, Retail Fundamentals kanye ne-Master Class in Creating a Retail Enterprise.

Bangaphezu kuka-300 abantu abathamele ingqungquthela yosuku olulodwa, okuhlanganisa abaphathi bemboni yokudayisa, abathuthukisi bezinhlelo zesoftware, abacwaningi abadayisayo, izifundiswa nezintatheli.

Ukulindela Izinto

Ngokuka-Ian Gomar, uzakwethu, oyiChief Marketing & E-Com Officer, we-Chief Outsiders, kunekusasa lokudayisa. Singabheka phambili ekwandiseni ukwenza kube ngokwakho, kanye nokusabela okusheshayo ezidingweni nasezimfuno zomthengi. Ngokusetshenziswa okwengeziwe kwama-algorithms nokufunda komshini, sizokwazi ukwenza izinqumo zethu zokuthenga zibe lula futhi zihambisane nezindlela zethu zokuphila nesabelomali.

UGomar unqume ukuthi imilayezo yokukhangisa izosekelwe ekubalweni kwabantu bomthengi ngoba umthengisi uyazi lapho sihlala khona kanye nempilo yethu, ukusesha kanye nemikhuba yokuthenga. Yonke into izoxhunywa, ukuze sikwazi ukuthola kalula ngokusebenzisa amafoni ethu ahlakaniphile, ubuchwepheshe basekhaya, imoto, nethebhulethi. Imikhiqizo izothunyelwa ngesivinini, ngokuvamile phakathi nehora noma, uma sithanda, sizokwazi ukuyolanda okuthengiswayo esitolo. Kungenzeka futhi ukuthi ama-drones azogcwalisa isibhakabhaka ngamaphakheji ethu avela e-Amazon futhi mhlawumbe namafrimu ethu avela ku-MacDonald's kanye nokuqhuma okuvela ku-Sonic.

Ngeke kusadingeka sikhumbule okusanhlamvu kwasekuseni kwezingane, noma ubhiya wephathi ye-poker. Izifiso zethu eziqhubekayo zizokwaneliswa ngokubhaliselwe - izinsizakalo ezisuselwe, futhi zivuselelwe njengoba zisetshenzisiwe. Izitolo zizoba nensizakalo emincane yokunyathelisa unyawo kanye nensizakalo ephakeme esikhundleni kanye nezinhlobonhlobo ezihlukile, ezithatha indawo yezikhala ezingasetshenzisiwe ezigcwele izinto okungekho muntu ozifunayo noma ozidingayo.

Ngokwezinga lomuntu siqu ngilinde ukufaka i-Star Trek Replicator - ehlelelwe ukwenza i-martini ephelele. Umshini wefeksi uzothola uthuli, ukuze ngikwazi uku-oda i-pizza eshisayo ne-cauliflower nama-anchovies, elungele ukudliwa njengoba iwela ngaphandle kwendawo.

Manje njengoba ukuzijabulisa, umsebenzi nokuthenga sekuhlanganisiwe, yini ezokwenzeka ngokulandelayo? Ukuze uthole ulwazi olwengeziwe, Chofoza lapha.

© UDkt Elinor Garely. Lo mbhalo we-copyright, ofaka nezithombe, awunakukhiqizwa kabusha ngaphandle kwemvume ebhaliwe evela kumbhali.