I-CEO yomboneleli wokuzaliseka kwe-e-commerce iRadial ichitha izicwangciso ezisebenzayo zokuzalisekisa kunye nenzuzo abanokubonelela ngayo.
Ishishini lehlabathi lokuthengisa liphantsi kohlengahlengiso olusisiseko, kulandela ixesha elomeleleyo leholide yasebusika yowama-2023 edityaniswe nemiqobo eqhubekayo yoqoqosho olukhulu.
Kwimakethi ephambili yase-US, idatha yobalo lwamva nje ibonise ukonyuka kwe-3.8% kwiintengiso zeeholide zika-2023. Kodwa ngokutsho kweNational Retail Federation yelizwe, ukugcina le ndlela inyukayo ukuya kutsho kunyaka ka-2024 kuya kuxhomekeka kwimarike yabasebenzi kunye nenzala.
Ngaphezulu kwale miba ibanzi, abathengisi balungelelanisa iimfuno zabathengi ukuze bazaliseke ngokukhawuleza nangokucacileyo ngepetroli engaphezulu kunoko bekulindelekile kunye neendleko zokuthumela ngenqanawa.
Ukufezekiswa yintsika engundoqo yemisebenzi yokuthengisa. Ezinye iibrendi ziyithatha ngaphakathi, ngelixa ezinye zisebenzisana nababoneleli bezinto zokusebenza.
Ukutyhila ubunzima bomhlaba wokuzaliseka, Inethiwekhi yeInsight yokuthengisa uthethe noLaura Ritchey, i-CEO yomboneleli wokuzaliseka kwe-e-commerce uRadial, malunga nokuba abathengisi banokucwangcisa njani eli candelo libalulekileyo lokusebenza.
Izicwangciso zokuzaliseka ezisebenzayo
U-Ritchey uqinisekisa ukuba ukuthembeka sisiqalo sayo nayiphi na inkqubo yokuthengisa.
“Ukunyaniseka kwabathengi kwakhiwe ngamava ohlobo angenamthungo, ukusuka kunqakrazo ukuya kuhambiso. Kulula ukulibala ukuba yonke imveliso eziswe ngempumelelo ivusa uvuyo, kwaye yonke imveliso engayenziyo kukuthotywa kwenyani.”
Ukubonelela ngomzekelo weemvakalelo ezisemva kwamava omthengi, uRitchey uqaqambisa i-unboxings, ayichaza “njengomzuzu kuphela kuhambo lwabathengi apho kuqinisekiswa ukuba umthengi uya kuvula kwaye azibandakanye nemveliso yakho. Eli inokuba lithuba elinefuthe lokuba ibhrendi ibonise ubuntu bayo. ”
Kanye kunye nokuqinisekisa ukuthembeka, abathengisi kufuneka benze isicwangciso sabo sokuzaliseka ngokupheleleyo, ukuphela ukuya ekupheleni kunye ne-agile, uRitchey uthi.
“Into enye esiyifundileyo kwimicelimngeni yehlabathi kule minyaka imbalwa idlulileyo kukuba ukuphazamiseka kunokwenzeka nanini na ecaleni kobonelelo. Ukuziqhelanisa ngokukhawuleza xa kuvela imiba, abathengisi kufuneka bagxile kakhulu ekubonakaleni kuyo yonke inkqubo yokubonelela ngendalo. ”
Ukusingatha ukuphazamiseka okunjalo kunye nokuqhuba ukukhula okutsha kufezekiswa ngokuphumeza indlela edibeneyo kwiinkqubo, iteknoloji, izibonelelo kunye nababoneleli.
Ukusebenzisana nababoneleli bolungiselelo
Abanye abathengisi bakhetha ukukhupha iinkonzo zolungiselelo, ezisa amathuba kunye nemingeni.
U-Ritchey uchaza ukuba "ubudlelwane phakathi komboneleli we-brand kunye ne-logistics bubukeka bohluke kakhulu kunangaphambili. Kwiminyaka embalwa edlulileyo, itshintshile ukusuka kwintengiselwano ukuya kwintsebenziswano ngokwenene. "
Imeko yamva nje yentsebenziswano enjalo kukusebenzisana kweevenkile ezahlukeneyo zaseYurophu iFlying Tiger Copenhagen kunye nenkampani yezothutho iMaersk ukunciphisa kakhulu ukukhutshwa kwegesi yegreenhouse eyayanyaniswa nolungiselelo lokuthengisa.
Eyona nto iphambili ekwabelwana ngayo kwishishini lokuthengisa ngoku kukubonakala kokuphela ukuya ekupheleni, athi uRitchey sisifundo esifunyenweyo ekuphazamisekeni.
Olu tshintsho lulungileyo lunokuxhobisa iibhrendi nge-agility kunye nokomelela, ngelixa ababoneleli bezinto eziphathekayo bexhamla kubudlelwane obunzulu babathengi kunye nempumelelo yexesha elide.
Abathengisi kunye namaqabane olungiselelo kufuneka bagcine obu budlelwane xa amaxesha esiba nzima. URitchey uqinisekisa ukuba amandla oqoqosho olukhulu kunye noxinzelelo lokunciphisa iindleko zinokuligungqisa iphenyane, kodwa “iqabane elilungileyo liyakwazi ukusabela ngokukhawuleza xa kukho ukuguquguquka. Kwimeko yokutsiba kwe-10% engalindelekanga kwivolumu, ngaba basenokufumana abo bathengi iiodolo zabo ngexesha elifanelekileyo? La ngamaxesha apho iibhrendi zinokuphumelela isabelo esongezelelweyo sentengiso-kwaye kufuneka zinikezele. ”
Ukuhlala uhambelana nezinto ezikhethwa ngumthengi
U-Ritchey uthelekisa ukuhlangabezana nokulindelwe ngabathengi kunye nokudlala umdlalo: njengoko esitsho, "awunakuphumelela ukuba awuyazi imithetho."
Abathengisi bayakhubeka xa bengahambelani nokulindelwe ngabathengi. Ukwenza umdlalo kakuhle, iibrendi kufuneka zihlale zihambelana nokulindelwe ngabathengi ukuze ufumane amava angenamthungo kunye namava omthengi.
Uphando lweRadial lufumanise ukuba imfuno yabathengi iyashenxa ekubekeni phambili ukuhanjiswa okukhawulezayo ukuya kugxininiso lonikezelo oluthembekileyo nolufikelelekayo. Kodwa u-Ritchey uyalumkisa ukuba ngelixa ukuhanjiswa simahla okanye ngexabiso eliphantsi kunokuba sisihendo ngexesha lentshayelelo, kuyathengiselana nje kwaye akunakuphinda kuthengwe.
Kukwabalulekile ukulawula ulawulo lonikezelo, apho abathengisi banokujongana khona ngokusebenzisa iinkqubo zanamhlanje ezinokulandela ukuhanjiswa ngexesha lokwenyani, ukwandisa inkqubo yeemayile zokugqibela.
Ekugqibeleni, kukumthengisi ukwenza "inkqubo ethembekileyo nezaliswe ngexabiso engaphezulu kwegama elithi 'simahla'."
Imfuno yabathengi vs imiqobo yoqoqosho olukhulu
Ukuphumelela kwimeko yangoku enesiphithiphithi, abathengisi kufuneka bagxininise ekwakheni amava e-brand yokwenyani kwaye bacacelwe yintoni eqhuba umdla wabathengi kunye nokunyaniseka.
U-Ritchey ukhomba ukunyuka kwamva nje kubathengi abagxuphuleka kwizinto zobuhle kunye nemveliso yentsholongwane ye-Stanley indebe njengemizekelo ephambili yempumelelo yohlobo.
Kodwa ubonisa ukuba ukuzama ukuqikelela imfuno yabathengi kuye kwaba nzima ngakumbi njengoko ukukhula kokuthengisa okukhuthazwa ngubhubhane kubuyele kumanqanaba angaphambili.
“Abathengi bachitha kancinci xa bebonke, kodwa baninzi abaqhubeka nokuchitha ngokuzithemba. Xa bechitha, ezo dola zichithwa kwiinkonzo, amava kunye nokuhamba, kwaye ngaphantsi kweemveliso. "
Abathengisi baye bajongana nemiceli mngeni efanayo ngaphambili, nangona kunjalo, kwaye bahlala beguquguquka kwaye bomelele ngokusebenza ngamandla kuluhlu lwamacandelo asebenzayo afana nokuphawula kunye nokuzaliseka.
Umthombo ovela Inethiwekhi yeInsight yokuthengisa
Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa yi-retail-insight-network.com ngokuzimeleyo kwe-Cooig.com. I-Cooig.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
