US $ 392.40 billion.
Ngaleyo ndlela imakethe yezimpahla zikanokusho izobe ibiza malini ngo-2030. Kulindeleke ukuthi ikhule isuka ku-US$284.00 billion ngo-2023 ngesilinganiso sokukhula sonyaka esingu-4.7%, ngokusho kwe lo mbiko.
Kungani lokhu kufanele kukukhathaze njengomthengisi owubukhazikhazi?
Kusho ukuthi imboni yokudayisa iyashintsha isuka emakethe enkulu iye kubabukeli abahlukile abazisa ikhwalithi nodumo. Yize ubungcweti bekhwalithi nokuhluka kungathatha umkhiqizo wakho kude kakhulu esikhathini esedlule, abathengi banamuhla abaphambili balindele konke lokho nokunye okwengeziwe.
Ukunethezeka kuphezulu ohlwini. Kodwa amakhasimende aphinde afune ukuzizwisa okuphelele nohambo lokuthenga olwenzelwe wena, olungenazinkathazo, nolugxilile.
Uma uzibuza ukuthi ungahlala kanjani uye phambili kule makethe, qhubeka ufunda ukuze uthole izindlela ezinhlanu zokuletha isipiliyoni sokudayisa esizogcina abathengi bakho bebuya ukuze bathole okwengeziwe!
Okuqukethwe
Thengisa imizwa, hhayi ukuthengiselana
Qonda futhi wamukele ukuthengwa kwekhwalithi ephezulu
Hlanganisa okunethezeka okuku-inthanethi kanye nasesitolo
Hlanganisa izindawo zokuthinta ze-omnichannel
Nikeza ngezinsizakalo zangemuva kokuthengisa
Okuhlangenwe nakho kokudayiswa okunethezeka okukhumbulekayo kungaphezu komkhiqizo
1. Thengisa imizwa, hhayi ukuthengiselana
Nakuba abathengisi abavamile begxile ekunxenxeni amakhasimende ukuthi athenge ngokusekelwe ezinzuzweni ezisheshayo zomkhiqizo, abathengisi abawubukhazikhazi bakhanga imizwa yekhasimende.
Lokhu kuhlanganisa ukungena ezifisweni zekhasimende noma isimo sokudlulisa imizwa efana nokukhethekile, ukuvelela, ukuzethemba, ukuphepha, noma okuqukethwe. Ngakho-ke, ngaphambi kokuthi uthengise, cabanga ngomzwelo ofuna ukuwuletha nokuthi uzokwenza kanjani lokho.
Enye indlela yokuvusa umuzwa wokukhethekile ukunikeza izinsizakalo zomuntu siqu noma eziyimfihlo kumakhasimende asezingeni eliphezulu, njengesaluni emele yodwa yakwaGucci eMelrose Place, eLos Angeles.
Amasevisi abo aqondene nawe ahlanganisa izinhlelo ze-aphoyintimenti kuphela nezokumema kuphela ezikhethiwe ukuze zenze abachitha imali abaphezulu bazizwe bekhethekile, okugqugquzela ukuxhumana okujulile nomkhiqizo nokuthuthukisa ukwethembeka.
Enkulumweni ne Fashionista, uJuan Manuel Gonzalez, ongumeluleki wemikhiqizo ewubukhazikhazi njengoLouis Vuitton kanye noBurberry, ugqamisa ukuthi izinhlobo zohlobo oluphambili zikhiqiza ingxenye ebaluleke kakhulu yenzuzo yazo kumakhasimende acebile naphezu kokuba iphesenti elincane lamakhasimende azo.
Ngamafuphi, ungaletha okuhlangenwe nakho okunethezeka kwezitolo nakuba ubhekelela amasegimenti ahlukene wamakhasimende. Udinga kuphela ukudala ukunikezwa okukhanga imizwa yamakhasimende aphezulu ukuze uqhube inzuzo ephezulu.
2. Qonda futhi wamukele ukuthengwa kwezinto eziphezulu
Abathengi abaningi abawubukhazikhazi bamukela ukuthengwa kwezinto ngokuzikhandla ngokuthenga izinto ezibonakalayo ukuze bathole ukwaneliseka. Ukuqonda nokuqondanisa umkhiqizo wakho nezifiso zabo kuthuthukisa amathuba akho okuwuguqula.
Isibonelo, ukusimama kuwuphawu lokunethezeka kweMillennials kanye no-Gen Z. Ngokusho kweBusiness of Sustainability Index, Amaphesenti angama-77 we-Gen Z futhi amaphesenti angu-72 weMinyaka Eyinkulungwane azimisele ukukhokhela okwengeziwe ngemikhiqizo esimeme.
Stella McCartney, umsunguli womkhiqizo oqanjwe ngaye, uyakuqonda lokhu futhi wabeka uphawu lwakhe njengenketho eqhubekayo yokukhanga lezi zibalo zabantu.
Noma nge inqubo eqinile yokuthola izinto ezibonakalayo, bagcina ifilosofi yabo yokusimama futhi bakhiqizela abathengi ukugqokwa okwenziwe ngendlela efanele, okuhle, nokunethezeka.
UStella McCartney uphinde akhulise ithonya lakhe ngokusebenzisana nemikhiqizo efana ne-Adidas, ehlanganyela ukuzibophezela ekwakhiweni okusimeme futhi ithwebule izibalo zabantu ezihlosiwe ngezingubo zasemgwaqweni.
Lokhu kubonisa ukuthi ukuhlonza izibalo zabantu ezifanele zomkhiqizo wakho wokunethezeka nokwanelisa izidingo zabo kungathuthukisa kakhulu ukuthengisa.
3. Hlanganisa okunethezeka okuku-inthanethi kanye nasesitolo
Amabhrendi amaningi okunethezeka azamile futhi ahluleka ukuphindaphinda ulwazi lwawo lwamakhasimende esitolo ku-inthanethi. Abanye banomuzwa wokuthi i-ecommerce yehlisa isithunzi somkhiqizo wabo ngokuyenza ingakhethekile futhi ifinyeleleke kubo bonke; abanye, njengoChanel, bakholelwa ukuthi 'ukwazi ukugqoka izingubo ze-Chanel, udinga ukuzizama.'
Ngenxa yalesi sizathu, i-Chanel “inomeluleki wokuxhumana naye” kune-CTA evamile “yokwengeza ikalishi” ukuze igcine izindinganiso zayo zokungaxhunyiwe ku-inthanethi.
Kodwa nansi into: imigqa yokuthengisa yedijithali nengokwenyama iyafiphala ngokushesha.
“Abathengi bakanokusho baseMelika baya ngokuya bebuka iziteshi eziku-inthanethi njengomthombo osemthethweni nothembekile wokuthenga okuwubukhazikhazi,” kusho. lo mbiko weMcKinsey Insights. Amaphesenti angu-63 abaphendula athenga ku-inthanethi ngoba kulula. Futhi u-XNUMX% wenza kanjalo ukugwema ukucindezelwa abathengisi.
Ukuze ubhekelele izinhlangothi zombili zokuhlukaniswa, kufanele uthole izindlela ezintsha zokuhlanganisa ukuzizwisa okuku-inthanethi nesesitolo kuhambo olulodwa lwe-omnichannel olungenazihibe.
Enye indlela i-leveraging augmented reality (AR) kanye nama-virtual try-ons. I-Warby Parker, isibonelo, ivumela amakhasimende ukuthi "azame" izitayela zozimele zengilazi yamehlo ezihlukene kusukela ekunethezekeni kwezindlu zawo zisebenzisa ikhamera ye-smartphone kanye nobuchwepheshe bokwenza imephu yobuso.
Ngokufanayo, imikhiqizo yezimonyo efana ne-L'Oreal ne-Estée Lauder manje inikeza izinhlelo zokusebenza zokuzama izimonyo ze-AR.
Ukuhlanganisa lobu buchwepheshe obugxilile kuwebhusayithi yebhrendi yakho ewubukhazikhazi noma uhlelo lokusebenza kuzophindaphinda ukuzizwisa okulindelwe ngamakhasimende kuma-boutique e-opulent.
Ku-inthanethi noma ungaxhunyiwe ku-inthanethi, abathengi abasezingeni eliphezulu babheka ukutholakala komkhiqizo njengento ebalulekile. Ngakho-ke, ukutholakala kwesitoko kufanele kuhambisane kuzo zonke izitolo eziku-inthanethi nezingokoqobo.
Ukuze uthole ukuzizwisa kwekhasimende okunethezeka ngempela, bonisa isimo se-inventory ezitolo zasendaweni kukhathalogi yomkhiqizo futhi uvumele amakhasimende ukuthi abhuke izinto ku-inthanethi ukuze zithathwe esitolo (BOPIS) noma okuphambene nalokho (uthenge ku-inthanethi, uzithumele uzigcine ukuze uzame).
Ungase futhi unikeze inketho yokujoyina uhlu lokulinda lwe-inthanethi lwedijithali lwezinto ezidumile, uzazise uma sezitholakala esitolo.
Okokugcina, sebenzisa ama-algorithms okufunda komshini ukuze uhlaziye kabusha idatha yekhasimende - imilando yokuthenga, ukuziphatha kokuphequlula, izilinganiso zomzimba, izintandokazi zesitayela, njll. Usebenzisa le mininingwane, ungahlinzeka ngezincomo zomkhiqizo ezingomuntu siqu kakhulu njengalezo ezivela esitolo.
4. Hlanganisa izindawo zokuthinta ze-omnichannel
Amaphoyinti wokuthinta we-Omnichannel abhekisela ezindaweni zokusebenzisana phakathi kwakho namakhasimende akho eziteshini eziningi njengasesitolo, ku-inthanethi, iselula, inkundla yezokuxhumana, noma ngocingo.
Umgomo wokuhlanganisa izindawo zokuthinta ezihlukene uwukunikeza okuhlangenwe nakho kokuthenga kwe-premium okungenazihibe nokungaguquguquki kungakhathaliseki isiteshi amakhasimende akho akhetha ukuzihlanganisa nawe.
Lokhu kuqinisa ubunikazi bomkhiqizo futhi kwenza amakhasimende akwazi ukuqala uhambo lwawo endaweni eyodwa futhi aluqedele kwenye ngaphandle kokuphazamiseka.
Inkampani yezicathulo i-Nike iwuhlobo olulodwa olusebenzayo ukuthengiswa kwe-omnichannel kahle impela. Banezinhlelo zokusebenza zedijithali ezihlukahlukene njenge-Nike Training Club, uhlelo lokusebenza lweselula lwe-Nike, nohlelo lokusebenza lwe-SNKRS oludizayinelwe ukugcina amakhasimende ngaphakathi kwe-ecosystem yawo.
Isikhulu Esiphezulu Samasu Nezinguquko ku Nike, Daniel Heaf, ukuqinisekisile kumcimbi wabezindaba njengoba kubikwe i-Marketing Dive, "Sisebenzisa amasevisi edijithali ukuze sakhe umuzwa ohlukile we-Nike ofiphaza umugqa phakathi kwedijithali nezitolo zethu."
Uhlelo lobulungu be-Nike ludlala indima ebalulekile ekunikeni amandla leli su lesiteshi sonke. Ibhrendi isebenzisa idatha evela kuhlelo lwayo lobulungu ukwenza izincomo futhi inikeze okuqukethwe kuzinhlelo zokusebenza zokuqeqesha ze-Nike.
Ukuze uhlanganise izindawo zokuthinta ze-omnichannel ebhizinisini lakho lokudayisa eliwubukhazikhazi, khomba iziteshi ezisetshenziswa amakhasimende akho ezindaweni ezihlukene ohambweni lwawo lwamakhasimende—kusuka ekuqwashiseni kuya ekuthembekeni.
Qoqa futhi uhlaziye idatha endaweni yokuthinta ngayinye usebenzisa amathuluzi afana SurveyMonkey futhi I-Zendesk ukukusiza ukuthi uhlanganise izincomo, amaphromoshini, nokuqukethwe okusekelwe kokuncanyelwayo komuntu ngamunye nokuziphatha ukuze uthuthukise ukuzizwisa okunethezeka.
Futhi, qinisekisa ukuthi ukuzizwisa okunethezeka kubonisa inani lomkhiqizo wakho nesithombe kuzo zonke izindawo zokuthinta.
5. Nikeza izinsiza zangemuva kokuthengisa
Ukwenza umbono omuhle akugcini ngokushintshanisa izimpahla ngemali. Ukuhlinzeka ngezinsizakalo zangemuva kokuthengisa kubalulekile ukuhlakulela ukwethembeka kwamakhasimende.
Unganikeza ukulethwa okwenziwe ngendlela oyifisayo, okuhlanganisa amanothi abhalwe ngesandla, ukugoqa kwezipho okuhle kakhulu, izisetshenziswa ezinhle, kanye nezikhala zesikhathi sokulethwa ezivumelana nezimo.
Abathengi bavame ukubona izinto zikanokusho njengempahla noma utshalo-mali lwesikhathi eside abafuna ukulivikela, ukulinakekela, nokulijabulela. Ngakho-ke, hlinzeka ngezinsizakalo zokulungisa ukuze uphakamise ikhwalithi nokuqina kwemikhiqizo yakho.
Thatha umbono wendlu kanokusho yaseFrance iHermès. Bahlinzeka ngokulungiswa nokulungiswa kwemikhiqizo yakwaHermès etholwe kunoma iyiphi yezitolo zabo.
Lokhu kukhombisa ukuzibophezela kwabo ekwanelisekeni kwamakhasimende kanye nempilo ende yomkhiqizo. Kuphinde kwakha umuzwa wokwethembeka nokwethembana phakathi kwamakhasimende abo.
Unganikeza ukulungiswa kwamahhala ngenani elehlisiwe noma njengengxenye yephakheji yewaranti. Izenzo ezinjalo zifaka isandla emuzweni omuhle wamakhasimende, kuthuthukisa ukwethenjwa, futhi kuthuthukisa ukuthenga okuphindayo nokudluliselwa.
Okuhlangenwe nakho kokudayiswa okunethezeka okukhumbulekayo kungaphezu komkhiqizo
Abathengi abawubukhazikhazi abathengi nje izinzuzo zomkhiqizo kodwa ukuze bazitike ngodumo, isikhundla, nomuzwa ophakeme ohlobene nomkhiqizo.
Ukuze ulethe lokhu kuzizwisa, beka phambili umzwelo ovezwa imikhiqizo yakho, qonda izifiso zamakhasimende akho, yakha ukuhlonza umkhiqizo oqinile kuwo wonke amashaneli amaningi, futhi unikeze isevisi yangemuva kokuthengisa ukuze usize ukukhumbuleka.
Futhi, cela impendulo yekhasimende ukuze uqinisekise ukuthi umkhiqizo wakho uhlangabezana nokulindelwe futhi uyaqhubeka nokuba ngcono.
