Ukuthengisa: Nanku namhlanje, Nanku ngomso

Sonke siyathenga. Kungakhathaliseki ukuba sihlala phi, into esiyenzayo okanye indlela esiyenza ngayo, sifuna “izinto” yaye ekuphela kwendlela yokuzifumana (ixesha elifutshane lokuzikhulisa ngokwethu) kukuzithenga (okanye sifune umntu azithengele zona). Ke, nokuba ngumsebenzi esiwugqibayo okanye esiwuphathisayo, ekupheleni kosuku - siye saba “ezivenkileni. "

Izigidi ngezigidi ngeXabiso

Ngo-2017, ishishini lokuthengisa lase-US livelise i-1.14 yeetriliyoni zeedola kwixabiso elongeziweyo kwaye livelise imisebenzi eyi-4.8 yezigidi eziguqulela kwi-5.9 yepesenti yemveliso yasekhaya yase-US. Olona didi lukhulu? Iimoto, ezixabisa i-212 yeebhiliyoni zeedola; iivenkile ezithengisa ukutya zifumene indawo yesibini, kwi-167 yeebhiliyoni zeerandi; urhwebo ngokubanzi lufike kwindawo yesithathu kwi-161 yeebhiliyoni zeedola. Eli shishini likwaxhasa i-1.5 yetriliyoni yeetriliyoni kwicandelo lezentengiso, lifaka i-2.2 yeetriliyoni zeedola ngoshishino lwemveliso lwase-US.

Icandelo elikhula ngokukhawuleza ekuthengiseni i-e-commerce kwaye ngo-2020 kulindeleke ukuba lifikelele kwixabiso le-523 yeebhiliyoni zeedola, ngesantya sokukhula kweepesenti ze-9.32 ngonyaka. Ngo-2020, abathengi abazizigidi ezingama-270 baya kusebenzisa izixhobo zabo eziphathwayo ukuphanda nokuthenga iimveliso (kwi-2015 inani laliyi-244 yezigidi kuphela).

Iimfuno zeMall

Ngo-2018, owayesakuba yi-CEO ye-JC Penney uMike Ullman wagqiba kwelokuba ziipesenti ezingama-25 kuphela kwiivenkile zokuthenga ze-1200 zaseMelika eziya kusinda kule minyaka mihlanu izayo. Ngo-2018, abathengisi bafaka i-bankruptcy kwirekhodi eliphezulu kwaye babandakanya i-Nine West, i-Claire kunye ne-Toys R Us.

NgokukaRick Caruso, umphuhlisi weGrove Mall (eLos Angeles), “Udederhu lweevenkile olungaphakathi luyi-anachronism eza kuqhubeka nokusilela ngenxa yokuba aluqhagamshelwanga kwindlela abantu abafuna ukuphila ngayo ubomi babo.” Iivenkile ezininzi zihlala ziyingqokelela yabathengisi kunye neendlela ezimbalwa zokutya kunye nezolonwabo eziphoswe kumxube.

Abaphuhlisi beevenkile kufuneka baphoswe yimemo efumanise ukuba abantu bafuna ukubandakanyeka buqu kunye nokuzibandakanya kwaye bajonge "amava" ngokuthenga imveliso ephuma kwimveliso. Umphuhlisi we-mall kuya kufuneka afune iindlela zokukhuthaza kunye nokukhuthaza abantu ukuba bachithe ixesha kwindawo ngokudala amava abantu abafuna ukuwonwabela.

Ukudityaniswa: ULonwabo, uMsebenzi kunye nokuThenga

Ukuthatha ii-malls kwinkxaso yobomi, u-Oliver Chen (uCowan kunye neNkampani) ucebisa:

1. Yenza ukuthenga kube lula. Thatha ingxabano ekuthengeni (cinga i-Amazon kunye ne-Walmart's pickup yemoto).
2. Ukulungelelanisa ukufaneleka ngokudala inkcubeko eyenza abantu basebenzisane omnye nomnye.

Ukongezwa/ukwandiswa kweendawo zodederhu lweevenkile ngokulula kunokubandakanya amathala eencwadi, iimyuziyam, imibutho yezembali, amagumbi okuhlanganisana amaqela oluntu, amagumbi okufundela ekholeji yasekuhlaleni, uqeqesho lomsebenzi, ii-ofisi zee-arhente zikarhulumente namagosa anyuliweyo kunye namathuba eeforam zikawonke-wonke neengxoxo.

Izithuba zingasetyenziselwa iindawo zokuzilolonga kunye namaziko okuzilolonga, iinkonzo zonyango kunye nezamazinyo, kunye neenkundla zokutya okunempilo ezinevenkile ethengisa ukutya okunefama enokukhetha kuyo iitafile kunye neeklasi zokupheka kunye newayini / ukungcamla kwemimoya.

Imijelo yokusasaza

Uphando lucebisa ukuba ikamva lokuthenga li-omnichannel. Ngeli xesha, phantse i-90 yepesenti yazo zonke izinto ezithengiweyo zenziwa ezivenkileni ezinentengiso ye-Intanethi efikelela malunga neepesenti ezili-10 zeentengiso zentengiso, ebonisa ngokucacileyo indawo yokukhula.

Ukuthengisa kukude ekufeni. Ngoku kukho ngaphezu kwesigidi esi-1 samaziko okuthengisa kulo lonke elase-US, kwaye intengiso yeevenkile ikhule malunga ne-4 ekhulwini ngonyaka ukusukela ngo-2010.

Abathengisi abaninzi bayavala ngelixa abanye besanda. I-Costco ivule iivenkile ezintsha ze-23 kwi-2015 kwaye i-31 entsha icwangcisiwe (i-17 e-USA). IDola Jikelele yongeza iivenkile ezingama-900, kwaye iDollar Tree, iDola yoSapho, iAldi, iLidl, iZintlanu Ngezantsi kunye neHobby Lobby zivula iindawo ezintsha. Ngokutsho kweBusiness Insider, iivenkile ezintsha ze-2100 ziya kuvulwa kunyaka ozayo.

Ingxelo yeQela le-IHL, iRetail's Radical Transformation, izimisele ukuba kuyo yonke ivenkile evalayo, iivenkile ezimbini ezintsha ziyavulwa. Ukutya, ichiza, uncedo kunye nabarhwebi abaninzi/icandelo lendawo yokugcina impahla libike iinkampani eziyi-3.7 ezongeza iivenkile ezintsha kuyo yonke into evaliweyo. I-IHL inqume ukuba iivenkile ziya kubandakanyeka kwi-81 yeepesenti yazo zonke iintengiso ezithengiswayo ngo-2021.

Ukwahlulahlulwa Kwesizukulwana

Isizukulwana ngasinye sinenkqubo yaso yokuthenga. Isizukulwana Z kunye neMillennials kusenokwenzeka ukuba ziqhubeke ngendlela yemveli; kunjalo, Millennials kusenokwenzeka ukuba uzive uphoxekile efanayo / ifomathi yokuthenga efanayo kwaye ufune amava amatsha. Isizukulwana X kunye ne-Baby Boomers sinzima kunye nenkqubo yokuthenga / yokufumana kunye namava okuthenga emva kokuthenga (oko kukuthi, ukubhala ukuhlaziywa, ukubuyisela).

Abathengi balindele ukuba abathengisi bajongane kwaye basombulule / baphelise iintlungu. Abathengi (ingakumbi iMillennials) balindele ukuba iibrendi zibonelele ngetekhnoloji kuwo wonke amava abo okuthenga, bethatha uqikelelo kumava okuthenga kwangaphambili.

Ukuze utsale abathengi abatsha ngelixa ugcina izizukulwana ezindala zibandakanyeka, abathengisi kufuneka bafikelele kwinto abayenzayo kunye nendlela abayenza ngayo.

Iintloko zabathengisi: Amanqaku okuqwalasela

1. Ii-asethi ezingasetyenziswanga kakuhle. Ukusuka kwisithuba (s) kunye ne-inventri ukuya kumsebenzi kunye nobuchwepheshe, kukho inkunkuma eninzi kakhulu kwinkqubo
2. Ukuphulukana nokubamba komntu. Ngaba abathengi bayaxatyiswa? Ngaba bayabulelwa ngokuthatha ixesha kubomi babo obuxakekileyo ukuze bachithe imali yabo kwivenkile yakho, bethenga izinto ozithengisayo?
3. Ukuphatha kakubi iibrendi kunye nokuphazamisa abathengi. Ngaba usebenzisa iintengiso ezivelelayo kwibali leendaba, ukuphazamisa ukufunda komthengi onokubakho? Ngaba iintengiso ezikwiibhasi, iindlela ezihamba ngaphantsi, kunye neebhodi zezaziso zikahola wendlela zibalisa ibali okanye zizalise isithuba?
4. Uloyiko (ubumfihlo bedatha kunye nokhuseleko). Abathengi bayacaphuka xa i-algorithm ithumela iintengiso ze-imeyile kwizihlangu okanye uhambo oluya eFransi, ngoko nangoko emva kokuba bethenge izihlangu kwaye benze ugcino lwenqwelomoya. Kuyayothusa ukubukela iinkampani abangazange beve ngokufikelela kwidatha yabo kwaye bajonge iimfuno zabo kunye neemfuno zabo.

Bonisa uMthengi omkhathaleleyo

Abathengi bafuna awona mava okuthenga angcono kwaye abakhathali ngawe, ibhrendi yakho okanye ivenkile yakho (kuyo nayiphi na imilo efunekayo). Abathengisi kufuneka bajikeleze kwaye babe bhetyebhetye, balungele ukubandakanya umthengi nanini na naphi na apho umthengi ekulandelelwano lokuthenga. Abathengisi kufuneka benze ukuntywila nzulu koovimba bogcino-lwazi lwabathengi, kwaye bayile amava aphakathi kwabathengi, baphinde bakhe ukunyaniseka kwiminyaka yomthengi oxhotyisiweyo.

Kuxhomekeke kumthengisi ukuphuhlisa amava angenamthungo kwaye angagxininisi kwiimpawu zemveliso. Oku kunokufezekiswa ngokuqwalasela:

1. Amava okuthenga e-Multichannel ngokuphuhlisa amava e-savvy e-retail kunye nokuthunyelwa ngokukhawuleza okungenamthungo.
2. Ukudibanisa kunye nokuthenga ngaphandle kwe-intanethi ngokuthelekisa iinketho kwi-intanethi, ukuthenga kwi-intanethi kunye nokuthatha evenkileni okanye ukusebenzisa abathengi abakhuthazayo ukuba basebenzise i-smartphone yabo ukujonga amaxabiso ngelixa evenkileni kwaye bazimisele ukuxoxa ngeendlela zamaxabiso (okanye ukuchaza isicwangciso sakho samaxabiso).

Uphando olwenziwe yi-Price Waterhouse Cooper lufumene ukuba i-73 yepesenti yabathengi bathi amava e-brand afanelekileyo ngabaqhubi abaphambili emva kwezigqibo zabo zokuthenga. Ukumatanisa amaxabiso kunye nonikezelo olukhethekileyo lunokubakho kubathengi abambalwa, kodwa kukho okungakumbi ekuphuhliseni ukunyaniseka kwabathengi kunokujolisa kwixabiso.

Ingxelo kaRobin. IiRadicals ezithengiswayo. Inkqubo ka-2019

Unyaka ngamnye, iqela leNgxelo yeRobin lilawula iqela labathengisi kunye neempawu zabo eziqulunqa iindlela ezintsha zokwanelisa iimfuno kunye neemfuno zabathengi, ukuchonga iimveliso kunye neenkonzo eziza kwenza ubomi bube ngcono, bukhuseleke, busebenze ngakumbi kunye / okanye ukuzonwabisa. Yaqalwa nguRobin Lewis, othathelwe ingqalelo njengomphathi weshishini lokuthengisa, uLewis ukwangumbhali, isithethi kunye nomcebisi kubathengisi kunye nemveliso yabathengi.

UMnyhadala uLongwe. Abathengisi kunye neempawu zabo

Ukuthenga okukodwa

U-Hunsicker unguMseki kunye ne-CEO ye-CaaStle, iqonga lotshintsho lobuchwepheshe be-B2B elixhobisa abathengisi kunye neempawu zefashoni ukuba bathathe inxaxheba ngobuchule kuqoqosho olutsha lokwabelana. I-CaaStle ivumela abathengisi ukuba banikele ngempahla njengenkonzo (CaaS) kubathengi babo kunye nethuba lokuxhamla umthengisi kunye nomthengi. Umthengi uyakwazi ukuvavanya uphawu ngokuqeshisa (kwaye, mhlawumbi, ekugqibeleni, umnini) iimpahla ngokufikelela kwingqokelela ejikelezayo inyanga nenyanga. Amaqabane eBrand aquka uAnn Taylor, NY&Co, Express, Rebecca Taylor, American Eagle, Gwynnie Bee. I-CaaStle yamkelwa yiNkampani ekhawulezayo njengenye yeenkampani ezivelisa izinto ezintsha kwihlabathi – ngo-2019.

Ngaphezulu kweminyaka engama-40 yamava ekhokelela ekudityanisweni kobuchule bokwakha, ukucwangciswa kunye nokuthengisa, ukuthengisa kunye nokuthengisa kwishishini lokuthengisa, ukuzonwabisa kunye nokungenisa izihambi, uRoche (kunye nebhola lakhe lekristale), cwangcisa iindawo / iindawo zokufumana amava okugqibela okuthenga.

Sinokubulela i-Roche ngokudala indawo yokuthenga i-Le Bon Marche kunye ne-la Grande Epicerie kunye ne-Selfridges Group, amabali esebe le-Bijenkorf (eNetherlands), i-Rotterdam City Centre kunye ne-Meadowood Resort kunye ne-Wine Reserve e-Napa Valley.

URoche uyila izithuba ezivuza undwendwe, “Ukuba beza kwivenkile yakho, bekunika ixesha labo, kufuneka ubanike into eyimbuyekezo – njengendawo enomtsalane. Uyilo lungaphezulu kunento ekhangeleka ngayo, ludityaniswe naloo nto uyenzayo.”

Amava okuthengisa kufuneka abe yi-friction-ngaphantsi. U-Timmins uzimisele, ukuba amava aphumeleleyo evenkileni aya kubonelela ngokusingqongileyo okunentlalontle, ukukhuthaza, ukonwabisa, ukubandakanyeka, ukulungeleka, kunye neziko lokuhambisa. Indawo iya kukhuthazwa yinkcubeko yendawo, eyenziwe ngobukrelekrele bobugcisa.

Ukuba inento yokwenza nokuthengisa, uCohen uyibonile, wayenza, wayiphonononga, wayifundisa okanye uyenzile. Ugxininise ekuthengiseni emva kokuphumelela kwiYunivesithi yaseColumbia (1971, MBA; 1969 BS Electrical Engineering). Ngaphezulu kweminyaka engama-20 ube ngumphathi we-c-suite, onxulumene neSears Canada Inc., i-Softlines (i-Sears Roebuck & Co), i-Bradlees Inc. kunye ne-Lazarus Department Stores. Uye wadityaniswa noAbraham & Strauss, The Gap, Lord & Taylor, Mervyn kunye neGoldsmith's Department Stores. Ukususela ngo-2006 ube lilungu le-faculty ye-Columbia University's Graduate School of Business, izifundo zokufundisa kwi-Retailing Leadership, i-Retail Fundamentals kunye neKlasi ye-Master ekudaleni i-Retail Enterprise.

Bangaphezu kwama-300 abantu abebezimase inkomfa yosuku olunye, kuquka abaphathi beshishini lokuthengisa, abaphuhlisi besoftware, abaphandi bokuthengisa, izifundiswa kunye neentatheli.

Lindele

Ngokuka-Ian Gomar, uMlingane, iGosa eliyiNtloko leNtengiso kunye ne-E-Com, ye-Chief Outsiders, kukho ikamva lokuthengisa. Sinokujonga phambili ekwandeni kobuntu, kunye nempendulo ekhawulezayo kwiimfuno kunye neemfuno zomthengi. Ngokusetyenziswa okwandisiweyo kwee-algorithms kunye nokufunda koomatshini, siya kukwazi ukwenza izigqibo zethu zokuthenga zibe lula kwaye zihambelane nendlela yethu yokuphila kunye nohlahlo lwabiwo-mali.

UGomar ugqibe kwelokuba imiyalezo yentengiso iya kusekelwa kumanani abantu abathengi kuba umthengisi uyazi apho sihlala khona kunye nendlela yethu yokuphila, ukukhangela kunye nemikhwa yokuthenga. Yonke into iya kuqhagamshelwa, ukuze sikwazi ukufumana izinto ngokulula ngeefowuni zethu ezihlakaniphile, itekhnoloji yasekhaya, imoto, kunye nethebhulethi. Iimveliso ziya kuthunyelwa ngesantya, rhoqo kwiyure okanye, ukuba sikhetha, siya kukwazi ukuthatha ukuthengisa evenkileni. Kusenokwenzeka ukuba iidrones ziza kuzalisa isibhakabhaka ngeepakethi zethu ezivela eAmazon kwaye mhlawumbi iifries zethu ezivela kwiMacDonald's kunye noqhushumbo oluvela kuSonic.

Akusayi kuphinda kufuneke sikhumbule iicereal zakusasa zabantwana, okanye ibhiya yepati yepoker. Iminqweno yethu eqhubekayo iya kwaneliswa ngokurhuma - iinkonzo ezisekelwe, kwaye zihlaziywe njengoko zisetyenzisiwe. Iivenkile ziya kuba nokuprintwa kweenyawo ezincinci kunye nenkonzo ephezulu endaweni kunye nee-assortments ezikhethekileyo, ezithatha indawo yeendawo ezingasetyenziswanga ezizaliswe zizinto ekungekho mntu uzifunayo okanye ozifunayo.

Kwinqanaba lomntu ndilindele ukufaka i-Star Trek Replicator - ecwangcisiweyo ukwenza i-martini epheleleyo. Umatshini wefeksi uya kufumana uthuli, ukuze ndikwazi uku-odola i-pizza eshushu kunye ne-cauliflower kunye ne-anchovies, ilungele ukutyiwa njengoko iwela ngaphandle kwendawo yokubeka.

Ngoku ekubeni ukuzonwabisa, umsebenzi nokuthenga zidibene, kuya kwenzeka ntoni ngokulandelayo? Ngolwazi olongezelelweyo, Cofa apha.

© UGqirha Elinor Garely. Inqaku lelungelo lokushicilela, kubandakanya iifoto, alinakuphinda liveliswe ngaphandle kwemvume ebhaliweyo evela kumbhali.