Kunezinselelo ezithile ezihlobene nokuthengiswa kwe-inthanethi kwefenisha ephezulu. Abathengi abakwazi ukuhlola ifenisha ngendlela ethintekayo, kunzima ukwethula amapharamitha angokoqobo, kungase kube nezibaluli eziningi kakhulu zomkhiqizo, njll. Imakethe ye-ecommerce eyinkimbinkimbi, kufanele sivume.
Akuwona wonke amapulatifomu e-ecommerce enza umsebenzi omuhle wokubonisa izingcezu zefenisha yomklami. Ukukubeka kalula, izinto eziyingqayizivele, ezingajwayelekile zidinga okuthengiswayo kwedijithali okuhlukile nokungajwayelekile.
Futhi ipulatifomu eyodwa - ngenxa yezinketho zayo ezingenamkhawulo zokwenza ngokwezifiso - ithole ukuthandwa phakathi kwabakhiqizi befenisha yomklami nabathengisi. I-Adobe Commerce.
Ake singene sijule ezimweni ezintathu ukuze sithole ukuthi yini eheha abathengisi befenisha abaphambili ku-ecosystem ye-Adobe (ex-Magento).
Okuqukethwe:
UTom Dixon
I-Lovesac
Imboni eNtshonalanga
Ukugoqa: Kungani konke lokhu kungenzeka nge-Adobe Commerce
UTom Dixon
UTom Dixon usevele waba yigama elaziwayo embonini. Kwake kwaba nelebula eliwubukhazikhazi eliphakela isixuku esivelele esijwayelene nemibono ehlukahlukene yobuciko besimanje, seliwuphawu lomhlaba olwaziwayo.
Njengesibonelo somoya wokuqamba wephrojekthi namandla, cabanga ukuthi u-Dixon wamisa umshini wokunyathelisa wamathani angama-62 kumnyuziyamu wobuchwepheshe besimanje ukuze kwenziwe imiklamo yangokwezifiso khona lapho.
Isimo sengqondo esinjalo sokuhlonipha ukuhluka komkhiqizo okhiqiziwe kanye nokusebenzisana kwenqubo yokukhiqiza ngokwayo kuhamba kuwo wonke umkhakha womsebenzi ka-Tom Dixon.
Challenge
Mhlawumbe yingakho, lapho uphawu luqala ukuguqulwa kwedijithali, ukuhluka komkhiqizo - kanye nesifiso sokuwudlulisela kuzo zonke izindleko - kwaphinde kwaba yinsika.
Okunye ukukhathazeka kwaba ukusebenzisana. Indlela yokukhulisa ukusebenzisana okuphumelelayo namaklayenti ngenkathi uthola impendulo eqondile evela kuwo?
Okuqukethwe kanye nabezindaba bathole ukunakwa okukhethekile: indlela yokulondoloza izinga elifanayo lokuzibandakanya elisungulwe amanethiwekhi omphakathi njenge-Instagram ne-Pinterest. U-Tom Dixon wayedinga amathuluzi athuthukile ukuze asebenze ngokuqukethwe okunethezeka okuphezulu.
Isixazululo
Ukuze ubhekane nale misebenzi evelele, uhlobo lwanquma ukusebenza nengxenyekazi eyodwa evumelana nezimo kakhulu emakethe - i-Adobe Commerce (ex-Magento). Okuningi okugqugquzelekile kwavela embonini yezemfashini, eyayivele ifeze imodeli yebhizinisi eqondile kuya kumthengi.
Ukuvumelana nezimo kwezitolo ze-Adobe nakho bekuyinto enkulu. Kunama-plugin amaningi ongakhetha kuwo, okuvumela ngisho neqembu elinesizotha lonjiniyela ukuthi lisebenzise imibono eyinkimbinkimbi yobuchwepheshe.
Ngokwesakhiwo, isiza sasinezigaba ezintathu: Isitolo, Izikhala, kanye Nezindaba. I Shop ingxenye, ngokuya ngokuhluka kwemikhiqizo, yayinwetshiwe izinketho zomkhiqizo zokukhethwa. I Izikhala inikeze amakhasimende umbono ongcono wefenisha yomklami nendlela ebukeka ngayo kuzilungiselelo ezithile abazijwayele (kungaba amahhovisi noma izindawo zokudlela, njll).
Ekugcineni, ngiyabonga Stories, abathengi bathole i-insta-dopamine yabo efana naleyo abaya kuyo ezinkundleni zokuxhumana.
Iwebhusayithi kaTom Dixon yenze umsebenzi omuhle wokuvuselela umuzwa wokucwiliswa ngokuphelele emaqoqweni abo kanye nomhlaba wokuklama ngokuhlanganisa izinto ezinjalo ezihlukene.
Amakhasi omkhiqizo abaluleke kakhulu ngoba abonisa imvelaphi yobuhle benkampani. I-Adobe Commerce ivumela abanikazi ukuthi basebenze ngezithombe zochwepheshe ezinophawu olukhulu ngokunethezeka okubalulekile kubaklami bangaphakathi.
Ngenxa yokusebenza okuguquguqukayo kwenkundla ye-ecommerce, bekungenzeka futhi ukusebenzisa umakhi wefenisha. Ithuluzi libandakanya amakhasimende ukuthi adale izinto zangaphakathi ezihlukile ngokwazo, ezimboza isidingo sika-Tom Dixon sokusebenzelana okwengeziwe.
Futhi hhayi amakhasimende kuphela - amafayela we-CAD womkhiqizo ayatholakala esizeni ukuze asetshenziswe kabanzi ngabaklami nabakhi. Izinga lokusebenzisana liye landa nakakhulu, okubandakanya ochwepheshe nochwepheshe ukuthi banikele.
Umthamo we-Adobe Commerce uvumele umkhiqizo ukuthi ukhuphule ibhizinisi lawo ku-inthanethi kuzo zonke izinkundla zomhlaba, zenze kalula izintengo nokuqukethwe kwesifunda ngasinye ngokwehlukana.
Impact
U-Tom Dixon uthole inkundla eyingqayizivele yokufanisa imikhiqizo yayo eyingqayizivele. Ukusebenza kwewebhusayithi kuthuthuke kakhulu, kukhuthaze izivakashi ukuthi zichithe isikhathi esiningi kusayithi (+7.5%), kwehlisa ngokumangazayo izinga lokugxuma (-18.8%). Selokhu kuqale ukwethulwa, izinga lokuguqulwa nalo lenyuke ngo-31.5%.
Amandla okuphatha e-Adobe Commerce makhulu kakhulu: ukwengeza imikhiqizo (ngisho neyinkimbinkimbi njengoTom Dixon) kulula, kanye nokuphatha inani elikhulu lokuqukethwe yiqembu elincane.
Ngokusekelwe kwizibalo ezitholakalayo, ilebula ilindele ukuthola u-20% wemali engenayo evela kusayithi. Phezu kwalokhu, isitayela sikaTom Dixon esingajwayelekile sifakwe ekhompyutheni ngempumelelo ngenxa yesikhulumi se-ecommerce se-Adobe.
I-Lovesac
I-Lovesac yaziwa njengomunye wabathengisi befenisha abakhula ngokushesha e-US. Bathola ukuthandwa embonini yefenisha kanye nenduduzo ngomqondo wabo oyingqayizivele we Isihlalo Esinethezeke Kakhulu Emhlabeni – izikhwama zikabhontshisi ezinethezekile.
Ngesinye isikhathi endabeni yabo, uLovesac wanquma ukusuka ku-niche yokunethezeka waya kumodeli yokuthengisa eqhubekayo ye-D2C. Manje, ukusimama kusemongweni wokukhiqiza nokwakhiwa komkhiqizo wabo.
E-US, ifenisha efika kumathani ayizigidi eziyi-10 igcina isendaweni yokulahla udoti minyaka yonke. I-Lovesac yakhelwe Isofa Eliguquguquka Kakhulu Emhlabeni “ukuphila impilo yonke”. The Ama-Sactionals umugqa wakhiwe ukuze "ushintsheke phakade, uthuthukiswe ngokuqhubekayo, futhi ube nobufakazi besikhathi esizayo."
Lo mugqa omusha wosofa oyimojuli wawudinga isisombululo sobuchwepheshe esivumelana nezimo futhi esiyingqayizivele njengomkhiqizo ngokwawo.
Challenge
Isifiso sikaLovesac sokuthengisa osofa ababizayo bemodular abathengi abangababuyekeza ngokungapheli futhi bahlele kabusha esikhundleni sokuwaphonsa endaweni yokulahla imfucumfucu sasidabukile.
Ukuze isetshenziswe ngempumelelo, badinga inkundla yedijithali ekwazi ukukhuthaza ukwethembana nokuzethemba phakathi kwamakhasimende. Indawo ebonakalayo lapho abathengi bengazizwa benethezekile kungathi bahlezi kusofa oyimojuli abayifunayo.
Ngaphezu kwalokho, i-Lovesac yayifuna amakhasimende abo ajabulele ukuthenga okungenazingxabano kuzo zonke iziteshi ezitholakalayo, noma ngabe akuphi: ezindlini zombukiso, kuselula noma ekuphequluleni iwebhu kudeskithophu yabo.
U-Lovesac wayefuna isixazululo se-ecommerce ukuze sifane nomuzwa wokunethezeka kanye nemvelo ye-premium yosofa bayo. Njengoba lo mkhiqizo wefenisha odumile wawaziwa ngesevisi yawo yamagilavu amhlophe esigabeni sangaphambi kwedijithali sokuba kwawo, babefuna ukulondoloza ukwethenjwa abakuthola.
Isimo sengqondo esimeme somkhiqizo sokukhuthaza abathengi ukuthi “bathenge okuncane, kodwa bathenge okungcono kakhulu” sifune ukwakha uhlobo olusha lwegumbi lokubukisa elibonakalayo ukuze babe khona ku-inthanethi.
Phezu kwalokhu, uguquko lwabo lwedijithali lwenzeka ekuqaleni kwalolu bhubhane, ngakho-ke enye yezinhloso zabo bekuwukugcina ubudlelwano obuseduze namakhasimende abo ngamakhono esitolo sabo esiku-inthanethi.
Isixazululo
Njengoba omunye wabaphathi beLovesac ekubeka, bakhethe i-Adobe Commerce njengendawo yabo ye-ecommerce njengoba inesimo esifanayo nomkhiqizo wabo ophambili, amaSactionals - ingenziwa ngokwezifiso kakhulu ukuze ilingane nanoma yiziphi izidingo.
Ipheya lejini lingaba nemibala eminingana, mhlawumbe izitayela ezimbalwa ezihlukene, kodwa zimbalwa izinto ezinezinketho eziningi njengeSactionals., ezinokuhlukahluka okungapheli ukuhlangana.
Ngephaneli yokuphatha ye-Adobe Commerce, bekulula ukusetha ukusebenza okuqinile kwe-D2C ngegumbi lokubukisa elibonakalayo elilula. Futhi ngaphezu kwalokho, ukuklama uhambo lokuthenga oluyingqayizivele lwama-hedonist abo ama-lie-abeds nama-lounger.
Ukuze iyenze ihehe nakakhulu izimfundamakhwela zokunethezeka kwe-premium, i-Lovesac yasebenzisa inkundla ye-Magento evumelana nezimo ukuze ithuthukise isitolo sabo se-inthanethi ngokuqukethwe okufundisayo nokufundisa, okuhlanganisa okokufundisa, amavidiyo okwenza kanjani, izincomo ezivela kochwepheshe namakhasimende ajabule.
Ngokwenza ngendlela oyifisayo kancane, baphinde bakha amakhasi anezinto ezikhuthazayo, avumela ngokobuchwepheshe amakhasimende ukuthi abelane ngamathiphu awo okuhlanganisa nolwazi omunye nomunye.
Nokho, isici esibaluleke kakhulu, i-centerpiece, i-interactive Sactionals product configurator. Lapha, amandla kaMagento akhanya ngempela. Amakhasimende aku-inthanethi angahlanganisa osofa bawo be-deluxe okhilimu-dream step by step, kalula nje njengoba izingane zidlala ngezitini zazo ze-Lego. I-Configurator ivumela amakhasimende ukuthi alungise yonke imininingwane emincane: inani lezihlalo, izinto zokugcwalisa, imibala, amakhava, izesekeli, njll.
Impact
Ukwethulwa kwewebhusayithi entsha ku-Magento 2, kanye nesilungisi sokuqala, kuvumele i-Lovesac ukuthi ihlanganise ulwazi lomsebenzisi futhi ifiphaze umugqa phakathi kwezitolo eziku-inthanethi nezingaxhunyiwe ku-inthanethi.
Ngenxa yalezi zixazululo, ukuthengiswa kwe-inthanethi kukhuphuke ngo-100% phakathi nobhubhane. Futhi esikhathini esingaphansi konyaka, amanani okuguqulwa kanye ne-AOV yabona ukukhula kwamadijithi amabili uma kuqhathaniswa nezikhathi zangaphambi kwe-Adobe.
I-Cherry phezulu: ngo-2019, i-Lovesac iphezulu ohlwini lwabathengisi befenisha abakhula ngokushesha abayi-100 ezifundazweni.
Imboni eNtshonalanga
Indaba ye-Industrial West yaqala ngenxa yelukuluku noma isibindi.
Cabanga ngombhangqwana: ngobunye kusihlwa, babheka i-inthanethi befuna ifenisha yedizayini yesidleke sabo. Bayaphequlula futhi bazama ukunquma; nokho, akukho okungadonsa ukunaka kwabo. Bese kuthi omunye wabo athi – “lalela, kungani singaqali ukukhiqiza into esingathanda ukuba nayo?”
Abasunguli besikhathi esizayo babefuna izinto zangaphakathi zomklami, futhi njengoba kungekho lutho oluhambisana nokuthanda kwabo (ngaphezu kwalokho, kwakubiza ngokungafanele), banquma ukwethula umugqa wabo wefenisha. Ingabe lokhu akukhona ukusabela okunengqondo esimweni esidumazayo sokungakwazi ukuthola izinto ozidingayo?
Isibindi sabo siphumelele kangangokuthi, ngesikhathi esifushane, bakwazi ukuheha amakhasimende amaningi aphezulu.
Challenge
“Zonke iziqephu nephrojekthi eyodwa ye-Industrial West iza nenganekwane eyodwa noma ezimbili - ezisihlukanisa nendaba evamile efakwe ebhokisini le-D2C.” Lena yindlela i-Industrial West ezibeka ngayo.
Lokhu kuhluka nokuhluka kuphinde kwadinga indlela engavamile ekuguqulweni kwedijithali. Ingcezu ngayinye yefenisha ye-Industry West inendaba yayo, noma ezimbili.
I-Industrial West yabanjwa yisibopho ngesikhathi esibalulekile soguquko lwedijithali: indlela yokugwema ukuhlukanisa amakhasimende ngaphandle kokuyekethisa ikhwalithi yesipiliyoni sokuthenga esiyingqayizivele esingase sikunikeze ngokuhamba kwesikhathi.
Ngaphezu kwalokho, babehlose ukudala indawo yedijithali elula kumakhasimende, lapho bekwazi ukuhlela, baklame, futhi bacabange ngokuklama ngokukhululekile.
Phakathi kokunye, bebefuna indawo yabo ye-ecommerce ibe yingqophamlando entsha ekuthuthukiseni ibhizinisi labo. Futhi isiteji esisebenziseka kalula sokusebenzisana nabalingani babo bezohwebo esingadala ukukhula okwengeziwe.
Isixazululo
Ukuze wakhe ulwazi olunembile lomsebenzisi lwe-B2B esitolo sabo, i-Industrial West yakhetha i-Adobe Commerce.
Bakha ithuluzi lokuqala - uhlu lwezifiso. Umgomo oyinhloko wohlu lwezifiso bekuwukuhlinzeka ngesilungiselelo esisebenziseka kalula, ihabhu lapho amakhasimende ekwazi khona ukufinyelela yonke into ayidingayo ukuze enze amaphrojekthi okulungisa ikhaya.
Kunezinhlobonhlobo zezihlungi namaphalethi ombala ongakhetha kukho, kanye nenketho yokwenza uhlelo lwezikhathi lwephrojekthi, ukungenisa amabhodi e-Pinterest yomsebenzisi njengemithombo yogqozi, ngisho nokuguqula nokwabelana nabanye abakudalile.
Impact
Ngenxa yenguquko yabo yedijithali ngesofthiwe ye-Magento, kube nokwenzeka ukubandakanya amakhasimende amasha amaningi. Ngakho-ke, inani lezingcingo lenyuke ngo-30%.
Uhlu lwezifiso ludume kakhulu, futhi amakhulu amaphrojekthi angawodwana ayaqhubeka. Amakhulu ama-SKU emikhiqizo emisha ayengezwa kulawa maphrojekthi. Lokhu kwenze kwaba nokwenzeka ukukhuphula i-AOV ngo-35%.
Phezu kwalokhu, imali engenayo ye-inthanethi ye-Industrial West yonyaka ikhule ngama-40%.
Ukugoqa: Kungani konke lokhu kungenzeka nge-Adobe Commerce
Sibona amaphethini athile namathrendi ajwayelekile.
- Kuzo zontathu izimo (ezifana ngandlela thize, ezihluke ngandlela thize), amabhrendi aphendukela ku-Magento yakudala hhayi ngenhlanhla - lesi yisinqumo esiqhutshwa yidatha ngenxa yezinzuzo eziningi ezaziwayo ze-Adobe Commerce ngaphezu kwamanye amapulatifomu.
- Kuzo zontathu izimo, sibhekene nemikhiqizo ehlukile, futhi ukuze sigcizelele lokhu okuhlukile, sidinga isethi enkulu yamathuluzi okwenza ngendlela oyifisayo indawo ye-e-commerce.
- Kuzo zonke izimo ezintathu, sifuna ukusebenzisana okwengeziwe: kusayithi elilodwa, lesi silungiselelo sokuhlanganisa usofa oyingqayizivele; kokunye, wuhlu lwezifiso - ithuluzi lokuhlela okubonakalayo kwesethi yemikhiqizo oyifunayo.
- Kuzo zontathu izimo, sidinga futhi uhlobo oluthile lokulingisa noma ukuhlanganiswa okungenamthungo kwamanethiwekhi omphakathi asekelwe ezithombeni njenge-Pinterest noma i-Instagram. Imikhiqizo idinga amathuluzi avumela amakhasimende abo ukuthi adale futhi ahlele amaphrojekthi abo kalula, futhi abelane ngolwazi lwabo.
- Futhi, kuzo zontathu lezi zimo, amabhrendi abefuna amakhasimende abo ajabulele ukutholakala kokuthenga kwe-omnichannel. Izinhlobo ezikhiqiza ifenisha zivame ukuba nenani elikhulu lezindawo ezibonakalayo ezifuna ukuzithuthukisa ku-inthanethi.
- Futhi amabhrendi nawo afuna ukukhulisa amabhizinisi awo emhlabeni jikelele ngaphandle kokuhlupheka.
I-Adobe Commerce yenza umsebenzi omuhle ngayo yonke le misebenzi. Ukuguquguquka kwesikhulumi kukuvumela ukuthi usebenze ngemikhiqizo engavamile; ukwenziwa ngokwezifiso kweplatifomu kukuvumela ukuthi udale abakhi abayinkimbinkimbi bobuchwepheshe bokuhlanganisa nokuhlela (ukubekwa okungokoqobo esikhaleni) - ngaleyo ndlela ube nombono wokuthi ifenisha le nto noma leyo nto ingabukeka kanjani endaweni ethile yangaphakathi.
I-Adobe Commerce iphinda isebenze kahle ngokuhlanganiswa kwenkundla yezokuxhumana futhi ngokuvamile ingalungiswa kalula njengenkundla yokusebenzisana elungele bonke ababambiqhaza kunqubo, kungakhathaliseki ukuthi sikhuluma nge-B2B noma i-D2C.
Cabanga ukuthi yimaphi amathuba azovuleka njengoba ipulatifomu ibamba i-AI entsha noma iqiniso elingathandwa kwabathelisi esikubona.
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