I-US $ 392.40 yezigidigidi.
Yiloo nto imarike yeempahla zodidi iya kuba nexabiso ngo-2030. Kulindeleke ukuba ikhule ukusuka kwi-US $ 284.00 yezigidigidi ngo-2023 ngesantya sokukhula sonyaka se-4.7%, ngokutsho le ngxelo.
Kutheni le nto kufuneka ikukhathaze njengomthengisi wobunewunewu?
Kuthetha ukuba ishishini lokuthengisa liyatshintsha ukusuka kwimarike enkulu ukuya kubaphulaphuli abakhethekileyo abaxabisa umgangatho kunye nodumo. Ngelixa ubugcisa obusemgangathweni kunye nokukhetheka kunokuthatha uphawu lwakho kude kudala, abathengi banamhlanje bobunewunewu balindele konke oko nangaphezulu.
Uncedo luphezulu kuluhlu. Kodwa abathengi bakwafuna amava apheleleyo kunye nohambo lokuthenga olulungiselelweyo, olungenangxaki, kwaye luntywiliselwa.
Ukuba uyazibuza ukuba ungahlala njani uphambili kule marike, funda ke ukukhangela iindlela ezintlanu zokuhambisa amava okuthengisa obutofotofo aya kuthi agcine abathengi bakho bebuyela ngaphezulu!
Isiqulatho
Thengisa iimvakalelo, hayi transactions
Qonda kwaye wamkele abathengi abaphezulu
Dibanisa kwi-intanethi kunye namava evenkileni obutofotofo
Dibanisa i-omnichannel touchpoints
Ukubonelela ngeenkonzo zasemva kokuthengisa
Amava okuthengisa obutofotofo akhumbulekayo angaphaya kwemveliso
1. Thengisa iimvakalelo, kungekhona ukuthengiselana
Ngelixa abathengisi abaqhelekileyo bejolise ekuphembeleleni abathengi ukuba bathenge ngokusekelwe kwiinzuzo ezikhawulezayo zemveliso, abathengisi bobunewunewu babhenela iimvakalelo zomthengi.
Oku kubandakanya ukungena kwiminqweno yomthengi okanye iwonga lokudlulisela iimvakalelo ezinjengokuzikhethela, iwonga, ukuzithemba, ukhuseleko, okanye umxholo. Ke, ngaphambi kokuba uthengise, qwalasela imvakalelo ofuna ukuyihambisa kunye nendlela oya kuyenza ngayo.
Enye indlela yokuvuselela iimvakalelo zokuzikhethela kukubonelela ngeenkonzo zobuqu okanye zabucala kubathengi abakumgangatho ophezulu, njengesaluni yeGucci ezimeleyo eMelrose Place, eLos Angeles.
Iinkonzo zabo zobuqu zibandakanya ukuqeshwa kuphela kunye neenkqubo zokumema kuphela ezigcinwe ukwenza abo bachitha imali bazive bekhethekileyo, bekhuthaza unxibelelwano olunzulu nophawu kunye nokukhuthaza ukunyaniseka.
Ngo dliwano ndlebe Fashionista, UJuan Manuel Gonzalez, umcebisi weempawu zodidi olufana noLouis Vuitton kunye noBurberry, ugxininisa ukuba iimveliso zodidi zivelisa i-chunk ebalulekileyo yenzuzo yazo kubathengi abacebileyo nangona ipesenti encinci yabathengi babo.
Ngokwenyani, unokuzisa amava okuthengisa obutofotofo nangona ujongana namacandelo ahlukeneyo abathengi. Udinga kuphela ukwenza umnikelo obhenela kwiimvakalelo zabathengi abaphezulu ukuqhuba inzuzo ephezulu.
2. Qonda kwaye uvume ukuthengwa kwexabiso eliphezulu
Uninzi lwabathengi bobunewunewu bamkela ukuthengwa kwezinto ngokukhutheleyo ngokuthenga izinto eziphathekayo ukuze bafumane ulwaneliseko. Ukuqonda kunye nokulungelelanisa imveliso yakho kunye neminqweno yabo kuphucula amathuba akho okuguqula.
Umzekelo, uzinzo luphawu lobunewunewu kwiMillennials kunye neGen Z. NgokweSilathiso soShishino loZinzo, Iipesenti ezingama-77 zeGen Z kunye neepesenti ze-72 zeMillennials zikulungele ukuhlawula ngaphezulu kweemveliso ezizinzileyo.
Stella McCartney, umseki wophawu oluthiywe ngegama lakhe, uyakuqonda oku kwaye wabeka uphawu lwakhe njengokhetho oluzinzileyo lokubhenela olu hlobo lwabantu.
Nokuba nge a inkqubo yokukhangela izinto eziphathekayo, bagcina ifilosofi yabo yokuzinza kwaye bahlala bevelisa ukulungelelaniswa, i-chic, ukunxiba okunethezeka kubathengi.
UStella McCartney ukwandisa impembelelo yakhe ngokusebenzisana neempawu ezifana ne-Adidas, eyabelana ngokuzibophelela kuyilo oluzinzileyo kwaye ibambe i-demographics yayo ekujoliswe kuyo ngokusebenzisa iimpahla zesitrato.
Oku kubonisa ukuba ukuchonga abantu abafanelekileyo kwibrendi yakho yodidi kunye nokwanelisa iimfuno zabo kunokonyusa kakhulu ukuthengisa.
3. Dibanisa kwi-intanethi kunye namava evenkileni obutofotofo
Iibrendi ezininzi zodidi oluphezulu zizamile kwaye zasilela ukuphinda-phinda amava abo evenkileni abathengi kwi-intanethi. Abanye baziva ngathi i-ecommerce ithoba isidima sophawu lwabo ngokwenza ukuba ingakhetheki kwaye ifikeleleke kubo bonke; abanye, njengoChanel, bakholelwa ukuba 'bakwazi ukugqoka iimpahla zeChanel, kufuneka uzame.'
Ngesi sizathu, i-Chanel “inomcebisi woqhakamshelwano” kune-CTA eqhelekileyo “yokongeza kwinqwelo” ukugcina imigangatho yayo engaxhunyiwe kwi-intanethi.
Kodwa nantsi into: imigca yokuthengisa yedijithali kunye neyomzimba iyafiphala ngokukhawuleza.
“Abathengi bobunewunewu baseMelika baya bebona amajelo e-intanethi njengomthombo osemthethweni nothembekileyo wokuthenga izinto zodidi,” utshilo. le ngxelo kaMcKinsey Insights. Amashumi asibhozo ekhulwini abaphenduli bathenga kwi-intanethi kuba ilungile. Kwaye i-63% yenza njalo ukuphepha ukunyanzeliswa ngabathengisi.
Ukubonelela macala omabini ohlulahlulo, kufuneka ufumane iindlela ezintsha zokudibanisa i-intanethi kunye namava evenkile kuhambo olunye olungenamthungo lwe-omnichannel.
Enye indlela kukusebenzisa ubunyani obunyanisiweyo (AR) kunye ne-try-ons ebonakalayo. Ngokomzekelo, iWarby Parker, ivumela abathengi ukuba "bazame" iindlela ezahlukeneyo zesakhelo seglasi yamehlo ukusuka kubutofotofo bamakhaya abo besebenzisa ikhamera yabo ye-smartphone kunye netekhnoloji yemephu yobuso.
Ngokufanayo, iibrendi zezithambiso ezifana ne-L'Oreal kunye no-Estée Lauder ngoku zibonelela ngee-apps zokuthambisa ze-AR.
Ukudibanisa obu buchwepheshe buntywilayo kwiwebhusayithi yakho yohlobo olutofo-tofo okanye i-app iya kuphinda-phinda oko kulindelweyo kwivenkile yokuzama amava abathengi kwiivenkile ezimnandi.
Kwi-intanethi okanye ngaphandle kwe-intanethi, abathengi abaphezulu bajonga ukufumaneka kwemveliso njengento ebalulekileyo. Ke ngoko, ukufumaneka kwesitokhwe kufuneka kuhambelane kuzo zonke iivenkile ze-intanethi kunye nezomzimba.
Ukufumana amava omthengi atofotofo ngokwenene, bonisa ubume be-inventri kwiivenkile zasekuhlaleni kwikhathalogu yemveliso kwaye uvumele abathengi ukuba bagcine izinto kwi-intanethi ukuze bazithathele evenkileni (BOPIS) okanye ngokuchaseneyo (ukuthenga kwi-intanethi, ukuthunyelwa ngenqanawa ukuze kugcinwe ukuzama).
Ungabonelela ngenketho yokujoyina uluhlu lokulinda lwedijithali lwe-intanethi lwezinto ezidumileyo, ukwazisa xa zifumaneka evenkileni.
Ekugqibeleni, sebenzisa i-algorithms yokufunda umatshini ukuhlalutya i-reams yedatha yabathengi - iimbali zokuthenga, ukuziphatha kokukhangela, imilinganiselo yomzimba, ukhetho lwesitayela, njl. Ukusebenzisa olu lwazi, unokubonelela ngeengcebiso zemveliso ye-hyper-personalized njengezo zivela kwivenkile.
4. Hlanganisa i-omnichannel touchpoints
I-Omnichannel touchpoints ibhekisa kwiindawo zokusebenzisana phakathi kwakho kunye nabathengi bakho kwiindlela ezininzi ezifana nevenkile, i-intanethi, iselula, imidiya yoluntu, okanye ngefowuni.
Injongo yokudibanisa iindawo zokucofa ezahlukeneyo kukubonelela ngamava okuthenga eprimiyamu angenamthungo kwaye angaguquguqukiyo ngaphandle kwetshaneli abathengi bakho abakhetha ukuzibandakanya nawe.
Oku komeleza uphawu lwesazisi kwaye kwenza ukuba abathengi baqale uhambo lwabo kwiqonga elinye kwaye baligqibe kwelinye ngaphandle kokuphazamiseka.
Inkampani yezihlangu iNike lolunye uphawu oluyenzayo ukuthengiswa kwe-omnichannel kakuhle ngokwenene. Baneenkqubo ezahlukeneyo zedijithali ezifana neKlabhu yoQeqesho ye-Nike, i-app ye-Nike yeselula, kunye ne-app ye-SNKRS eyenzelwe ukugcina abathengi ngaphakathi kwe-ecosystem yabo.
IGosa leQhinga eliyiNtloko kunye noTshintsho kwi Nike, UDaniel Heaf, iqinisekisile kwisiganeko seendaba njengoko kuchazwe yi-Marketing Dive, "Sisebenzisa iinkonzo zedijithali ukudala amava ahlukeneyo e-Nike aphazamisa umgca phakathi kwedijithali kunye neevenkile zethu."
Inkqubo yobulungu be-Nike idlala indima ebalulekileyo ekwenzeni esi sicwangciso se-omnichannel. I-brand isebenzisa idatha evela kwinkqubo yobulungu ukwenza iingcebiso kwaye inike umxholo kwii-apps zoqeqesho ze-Nike.
Ukudibanisa i-omnichannel touchpoints kwishishini lakho lokuthengisa obutofotofo, chonga amajelo asetyenziswa ngabathengi bakho kwiindawo ezahlukeneyo kuhambo lwabo lwabathengi-ukusuka ekuqondeni ukuya ekunyanisekeni.
Qokelela kwaye uhlalutye idatha kwindawo nganye yokuchukumisa usebenzisa izixhobo ezifana SurveyMonkey kwaye Zendesk ukukunceda wenze iingcebiso, unyuselo, kunye nomxholo osekwe kukhetho lomntu ngamnye kunye nokuziphatha ukuze uphucule amava obutofotofo.
Kwakhona, qinisekisa ukuba amava obutofotofo abonisa ixabiso lophawu lwakho kunye nomfanekiso kuzo zonke iindawo zokuchukumisa.
5. Ukubonelela ngeenkonzo zasemva kokuthengisa
Ukwenza umfanekiso omhle akupheli ngokutshintshiselana ngempahla ngemali. Ukubonelela ngeenkonzo emva kokuthengisa kubalulekile kwi ukuhlakulela ukunyaniseka kwabathengi.
Unganikezela ngokuhanjiswa okulungiselelweyo, kubandakanya amanqaku abhalwe ngesandla, ukusonga isipho esimnandi, izincedisi ezincomekayo, kunye nexesha lokuhambisa eliguquguqukayo.
Abathengi badla ngokubona izinto zobunewunewu njengempahla okanye utyalo-mali lwexesha elide abafuna ukulikhusela, lizigcine yaye lizonwabele. Ke ngoko, bonelela ngeenkonzo zokulungisa ukugcina umgangatho kunye nokuqina kweemveliso zakho.
Thatha ingcebiso kwindlu yoyilo yobutofotofo yaseFransi iHermès. Banikezela ngesondlo kunye nokulungiswa kweemveliso zeHermès ezifunyenwe kuyo nayiphi na indawo yazo.
Oku kubonisa ukuzibophelela kwabo ekwanelisekeni kwabathengi kunye nexesha elide lemveliso. Kwakhona kudala imvakalelo yokunyaniseka kunye nokuthembela phakathi kwabathengi babo.
Unokubonelela ngokulungiswa kwamahhala ngexabiso elithotyiweyo okanye njengenxalenye yephakheji yewaranti. Ezo zijekulo zinegalelo kumava alungileyo kubathengi, zikhulisa ukuthembana, kwaye zikhuthaza ukuthenga okuphindayo kunye nokuthunyelwa.
Amava okuthengisa obutofotofo akhumbulekayo angaphaya kwemveliso
Abathengi bobunewunewu abathengi nje izibonelelo zemveliso kodwa bazibandakanya kwiwonga, iwonga, kunye nemvakalelo ephezulu enxulumene nophawu.
Ukuzisa la mava, beka phambili iimvakalelo ezidluliswa yimveliso yakho, qonda iminqweno yabathengi bakho, yakha uphawu oluqinileyo lwegama kuzo zonke iitshaneli ezininzi, kwaye unikeze ngenkonzo emva kokuthengisa ukunceda ukukhumbula.
Kwakhona, cela impendulo yabathengi ukuqinisekisa ukuba imveliso yakho iyahlangabezana nokulindelweyo kwaye iyaqhubeka nokuphucula.
