No ke aha pololei i nā mea kūʻai aku e hoʻomaka nei e kūkulu i nā hale kūʻai brick a me mortar

ʻO nā mea kūʻai liʻiliʻi a me nā mōlaki

ʻO ke ala ʻoi loa no nā makana e hāʻawi aku ai i nāʻaelike maikaʻi i nā mea kūʻai ke ʻoki nei i nā mea kūkākūkā. ʻO ka liʻiliʻi ka go-betweens, ʻo ka liʻiliʻi ka uku kūʻai no nā mea kūʻai. ʻAʻohe hopena maikaʻi e hana ai i kēia ma mua o ka hoʻopili ʻana me nā mea kūʻai mai ma o ka pūnaewele. Me 2.53 ieeeea? ʻo nā mea hoʻohana kelepona uila a me nā miliona o nā kamepiula pilikino, a me nā hale kūʻai eCommerce he 12-24 miliona, ʻaʻole pili ka poʻe kūʻai aku i nā hale kūʻai kūʻai kino. ʻO ka ʻoiaʻiʻo, ka hana ʻikepili kikohoʻe ma nā kahua e like me ke kūʻai ʻana i ka lawena, ka ʻike pilikino, nā hana kaiaulu, ʻoi aku ka maʻalahi ma mua o nā ʻano hoʻopahemo o ka hoʻouka hou ʻana o ka mea kūʻai.

Me ka pīhoihoi, me kekahi mau manaʻo ʻoihana e-commerce kikoʻī, ke hōʻike nei nā puka pūnaewele i kēia mau lā i ka hoihoi i ka wehe ʻana i kā lākou hana pōhaku. Koho ʻia nā kaomi e pili ana i nā brinks, ʻaʻole hiki ke hoʻomaopopo ʻia kēia hanana i nā mea he nui.

Ke noʻonoʻo nei i ka ʻikepili, ke ʻike nei ʻo USA i ka holomua nui i ka wikiwiki e pani nei nā māka a me nā hui i kā lākou hale kūʻai kino a hoʻololi i ka e-commerce. Ke loaʻa nei i nā kikowaena kūʻai he mea paʻakikī ke hoʻomau i ka holo ʻana i nā hale kūʻai. Intuitively, i ka USA wale nō, ua pani ʻia nā hale kūʻai he 8,600 kā lākou hana ma 2017.

Inā pēlā, no laila no ke aha e neʻe nei nā poli pūnaewele i nā pōhaku lepo. Inā hiki ke hoʻolimalima lako polokalamu mākeke a ua hoʻolilo nā kākau palapala i ke kumu kūʻai maʻalahi e wehe i nā hale kūʻai pūnaewele ma kahi kumukūʻai haʻahaʻa, a laila no ke aha e hoʻopukapuka ai i kahi koho ʻoi aku ka uku.

Hoʻolahalaha, ʻaʻole pani!

No ka pane ʻana i kēia nīnau, pono mākou e hoʻomaopopo i nā ʻoihana e hoʻohana nei i nā hale kūʻai brick a me mortar ma ke ʻano he mea kōkua i kā lākou mau hale kūʻai pūnaewele, ma mua o ka hilinaʻi wale ʻana i nā hale kūʻai kino. ʻO ia, ʻaʻole lākou he koho ʻē aʻe akā kahi hoʻomaikaʻi i nā touchpoint eCommerce o kēia lā. ʻAʻole neʻe nā mana i nā pōhaku lepo, akā e hoʻonui nei i ko lākou alo pūnaewele ma nā wahi kiko hoʻopahemo pū kekahi.

E Boll & Lala o kahi laʻana. Ke kipa aku nei i kahi hale kūʻai o Boll & Branch, e ʻike ʻoe i kahi lumi hōʻike nani i hoʻonani ʻia me nā kahu ʻoluʻolu a me nā limahana lawelawe mea kūʻai aku. Hiki iā ʻoe ke loaʻa i kēlā me kēia huahana mai ka māka i lalo o kēlā hale kūʻai. Eia nō naʻe, aia kekahi wili e hāʻawi ʻia kāu mau kūʻai i kou home ma o ka leka uila. Ke ukali nei ka hale kūʻai i kāna kumu kūʻai kūʻai e-commerce, akā e hoʻohana ana i nā brick a me nā mea paʻa e like me nā kikowaena ʻike, ma mua o nā hale kūʻai liʻiliʻi.

Halekuai o Boll a me na lala

Noho mau ka nīnau

No ke aha nā hale kūʻai brick a mortar, ke hiki i nā mea kūʻai aku ke kūʻai pololei ma o kā lākou pūnaewele hiki i ka pūnaewele. Ke huli nei hoʻi i ka pōhaku lepo a me ka puna e hōʻike i kekahi akamai nā manaʻo ʻoihana eCommerce ke huki ʻino nei nā hale kūʻai kino i kā lākou pale? ʻAʻole ia he counterintuitive?

Aia ka pane maopopo i kēia nīnau i kekahi nīnau ʻē aʻe:

No ke aha e hoʻokomo ai nā hale kūʻai eCommerce i ka hoʻomohala ʻana i nā polokalamu kūʻai pūnaewele ke hiki i nā mea kūʻai aku ke kūʻai mai mai kā lākou pūnaewele eCommerce?

ʻO nā mea āpau e pili ana i ka ʻike o nā mea kūʻai

ʻO kekahi o nā drawbacks nui o ke kūʻai pūnaewele ʻana ʻaʻole hiki i nā mea kūʻai aku ke ʻike i nā huahana e like me kā lākou e hana ai i nā hale kūʻai kino. ʻOiai nā mea kūʻai aku e hoʻohana i nā hale kūʻai eCommerce ma ke ʻano he wahi kūʻai kumu mua, aia nō kahi ʻāpana e makemake i nā hale kūʻai kino no ka mea hiki iā lākou ke hoʻāʻo i nā huahana ma mua o ke kūʻai ʻana iā lākou.

E hoʻoponopono i kēia drawback, makemake nā pilikua eCommerce Amazon a Uber ʻo ia kekahi o nā mua e wehe i nā hana brick a me ka puna i mea hoʻonui i kā lākou mau hoa pūnaewele. Ua hoʻolaha ʻo Amazon i kāna hana brick a me ka puna mua ma 2014, nāna i hāʻawi i hoʻokahi lā i ka poʻe kūʻai aku ma New York. I nā wā ma hope, ua hoʻomaka ia i nā kikowaena kiosks he nui ma nā malls i kūʻai aku ai lākou i nā huahana o ka hale a lawe i nā lawe hoʻihoʻi.

ʻAʻole i liʻuliʻu ua ʻae nā ʻoihana ʻē aʻe i kēia manaʻo ʻoihana eCommerce a wehe i nā kiosks liʻiliʻi ma nā wahi like ʻole. No laila, ʻo ka loaʻa kino ʻana ua hōʻoia koke ʻia kahi kūleʻa. ʻO kekahi o nā laʻana ʻoi loa nā kiosks Uber ma nā wahi kaulana e ʻae nā mea kūʻai i kahi kaʻa kaʻa me ka ʻole o ka polokalamu kelepona.

ʻO ka manaʻo maʻamau ke hāʻawi i kahi pilina kanaka kūpono a me ka ʻike o ka mea kūʻai aku i ka poʻe kūʻai aku pūnaewele, me ka hoʻohui -

  • Ke kuni nei i ka ʻoihana i ka honua kino
  • Ke kiʻi ʻana i nā manawa ʻoihana ʻoi aku ka maikaʻi ma ka pūnaewele a me ka honua
  • Ke hoʻonui nei i ka ʻike o ka mea kūʻai ma kahi a lākou e ʻike ai i kahi e kipa ai inā pilikia.
  • E hoʻokuʻu koke i nā mea kūʻai aku a hoʻomaʻemaʻe i nā kānalua e pili ana i nā huahana.
  • Ke hōʻoia nei i ka ʻoiaʻiʻo o ka hana ma ka hōʻike ʻana iā lākou “ʻAe! aia nō mākou i ka honua maoli ”

ʻO ka pahuhopu nui ke kuʻi i ka hoʻokūkū ma ka hāʻawi ʻana i nā mea kūʻai aku i ʻoi loa o ka maikaʻi, e waiho nei i ko lākou ʻoluʻolu i ka noʻonoʻo. Hele paha kēia i waho o ka kuʻuna a me ka noʻonoʻo ʻana i nā manaʻo hou ka kī nui i ka mālama ʻana i nā mea kūʻai aku a lanakila i ka hoʻohuli ʻana i ka makahiki 2018. I ka noʻonoʻo ʻana i ka nui o ka hoʻokūkū ma ka hale kūʻai pūnaewele, he hana nui inā ʻaʻole ʻoe e hoʻonāukiuki e hana pēlā me kāu ʻoihana eCommerce.

Hoʻolālā hou ka mea kūʻai aku i nā hale kūʻai kino?

ʻO kahi poʻomanaʻo koʻikoʻi kahi i kūleʻa ʻole ai nā hale kūʻai kino wale nō me nā hoʻokūkū eCommerce ka retargeting o nā mea kūʻai aku. Koe ʻole i kekahi mau mea pā ikaika, ʻaʻole hiki i nā hale kūʻai kino ke hoʻopaʻa i nā mea kūʻai aku. ʻOiai ʻaʻohe ala e ʻike ai i ke ʻano kūʻai a me nā makemake o nā mea kūʻai aku, ʻaʻole i hōʻiliʻili nā hale kūʻai kino i ka ʻikepili i koi ʻia no ka hana hou ʻana o ka mea kūʻai. Eia kekahi, ʻē aʻe o nā hoʻolaha hae, SMS, a me ke kūʻai aku ʻana i E-mail, ʻaʻohe kumu ʻē aʻe no ke kamaʻilio pololei ʻana me nā prospect. No laila, ʻaʻole hiki i nā hoʻolaha hōʻemi nui loa ke hōʻea i ka poʻe i nānā ʻia.

Ma ka ʻaoʻao ʻē aʻe, me ka pūnaewele a me nā kelepona paʻa lima i nā lima, ua lilo nā mea kūʻai aku ma ka pūnaewele i māka maʻalahi no ka hana hou ʻana o eCommerce. Loaʻa i nā wahi kikoo ʻo E-Commerce i mau ala lehulehu e hōʻiliʻili ai i ka ʻikepili mea kūʻai aku: ʻO ka palapala hoʻopaʻa inoa moʻokāki, nā polokalamu kelepona, ke kūʻai aku ʻana, puka pop-up, nā palapala inoa inoa i loko o ka waihona, a me nā mea ʻē aʻe he nui. Me nā ala he nui e hōʻiliʻili ai i ka ʻikepili, ua loaʻa i ka eCommerce nā ala kūpono e kiʻi ai i nā mea kūʻai aku: Ke kūʻai aku ʻana i ka leka uila, ke kūʻai aku ʻana i nā SMS, ke kūʻai aku ʻana i Push, nā hoʻolaha hou ʻana o nā hoʻolaha, a me nā mea ʻē aʻe he nui.

Me kahi hana hui o nā ʻaoʻao kino a me nā pūnaewele, ua holo pono ka mākaʻi hou ʻana o ka mea kūʻai aku. ʻO ka mea i lilo i drawback o ke kūʻai aku ʻana i ke kino i ka manawa hoʻokahi ʻaʻole maʻalahi ia i nā hana pōhaku a me ka puna. Hiki i nā hale kūʻai pūnaewele ke hoʻohana i nā kaha kūʻai like o kā lākou touchpoints pūnaewele a e ʻumeʻume mau i nā mea kipa i kā lākou kahua paʻa kino. Eia ka hana a kekahi mau mea kaulana i kēia.

Nā mana nui e hoʻohana ana i ke kālepa Omni-channel i kā lākou ala ponoʻī

Everlane

Ua hoʻokumu ʻo Everlane iā ia iho ma ke ʻano he ʻoihana pūnaewele wale nō ma 2010. Me ke kuhikuhi pololei ʻana i ka mea kūʻai aku, ua kapa inoa ʻia ʻo Everlane no ka hāʻawi ʻana i nā lole maikaʻi ma nā kumukūʻai kumukūʻai. Ua hoʻomau ʻia e ulu me kāna akeakamai o ka transparency radical, kahi a ka brand i hōʻike ai i kāna mau hale hana, nā lilo hana, a me nā kumu kūʻai ʻē aʻe he nui.

I ka 2016 wale nō, mālama ka mana i kahi huina kūʻai o $ 51 miliona. Ma hope o ka hoʻolana ʻana i kahi papa o nā pop-up i ka ʻāpana hope o ka 2016, noho ka inoa i kahi lumi lumi hōʻike he 2,000 kapuaʻi kapuaʻi ma ka moku ʻo SoHo o Manhattan. ʻO kēia kahi neʻe nui e noʻonoʻo ana i ka ʻōlelo a ka CEO ʻo Michael Preysman mau ʻōlelo i kekahi mau makahiki i hala aku nei:

[E pani mākou] i ka ʻoihana ma mua o ka hele ʻana i ke kūʻai kino.

ʻO kēia ka mea a ka ʻoihana e ʻōlelo ai e pili ana i ke komo ʻana i kahi kūʻai offline.

E ʻōlelo mau kā mākou mea kūʻai aku makemake lākou e hoʻopā a ʻike i nā huahana ma mua o ka kūʻai ʻana iā ia. Ua hoʻomaopopo mākou pono mākou i nā hale kūʻai kino inā makemake mākou e ulu ma kahi pae aupuni a me ka honua.

Kūʻai aku ka hale kūʻai i nā pālule, nā wili, denim, a me nā kāmaʻa i loko o ka hale. Ua hoʻohana lākou i ke kūlohelohe kino e hāʻawi i ka ʻike ʻike maikaʻi loa i nā mea kūʻai aku e kipa ana i ka hale kūʻai. ʻO ka lumi hoʻokipa me ka lewa hoʻonani a me nā kiʻi maoli o kā lākou hale hana denim i hoʻohui i ka hanohano ke hāpai nei ia i ka hale hana o ka inoa ʻo ia ka hale hana denim maʻemaʻe o ka honua.

Hale Kūʻai ʻo Everlane

Ke mākaʻikaʻi hou aku ʻoe, hiki iā ʻoe ke ʻike i nā ʻāpana hōʻike ʻehā me kahi kahi kaʻawale kaʻawale. ʻAʻole kūʻai aku nā mea lawelawe ma ka lumi hōʻike i nā lole wale nō, akā kōkua pū kekahi i nā mea kūʻai aku e nānā wikiwiki i nā huahana. Ua piʻi aʻe lākou me nā ʻōlelo pilikino pilikino ma hope o ke kālailai ʻana i kāu pili i hoʻokomo ʻia i kā lākou counter pūnaewele.

Glossiers

ʻOiai ʻo ia ka mea pāʻani pūnaewele, hoʻomaopopo ʻo Glossier i ka hana nui ʻana o nā hana kuni offline i ke komo ʻana i ka waihona mea kūʻai. Me nā hale kūʻai kūʻai kūʻai pop-up, ke hoʻomau nei ka māka i ka holo ʻana i kāna mau wahi kūʻokoʻa. Hoʻomaopopo ka inoa i kāna mau pop-ups ʻaʻole pili i ka loaʻa kālā akā no ke kūkulu ʻana i kahi kaiāulu. Mālama wale ia i kāna mau puka e like me nā kikowaena ʻike ma mua o kahi kiko kūʻai.

I kēia mau lā, ua hana pū ka inoa nani me kahi hale ʻaina kaulana ʻo Rhea's Café, aia ma Kapalakiko. ʻO ka hana ʻana o ko waho o ka hale ʻaina e kū pono i ka inoa o ka brand i ka milenial pink i hoʻōho nui i ka leka. Ma hope koke iho ua hoʻololi ʻia ka hale ʻaina i loko o kahi makeup-hub, kahi i kuke ai nā mea kuke i ka meaʻai ma hope pono o nā aniani a me nā ahu o nā huahana mai Glossiers.Hale Kūʻai GlossiersWahi a kahi malihini kipa o ka pop-up, e kūʻai ʻo ia i nā huahana Glossiers ma ka pūnaewele ponoʻī. Eia nō naʻe, ʻokoʻa nā mea āpau, makemake ʻo ia e hele mai i hoʻokahi manawa i ka pule e ʻike i ka ikehu maikaʻi i loko o ka lumi. Eia kekahi, he mea weliweli ke hoʻopā a ʻike i nā huahana ʻoiai hiki iā ʻoe ke hopu i ke kīʻaha kope i ka manawa like.

Bonobos

I ka wā e pili ana i ka ʻike o ka mea kūʻai, ʻo nā lole lole kekahi o nā mea lawe nui o ka Omni-channel marketing. ʻO Bonobos - kahi mea kūʻai aku lole kāne kāne i ka mahele like i hoʻomaka wale ʻia me nā mea kūʻai aku pūnaewele ma 2007. Hōʻike ia i kekahi o nā hiʻohiʻona kūpono loa o nā māka kūleʻa e loaʻa nei ka ulu ʻana ma o ka hoʻonui ʻana i kāna hana i nā pōhaku lepo a me nā puna.

I kēia lā, ʻo Bonobos kahi hui he 100-miliona-kālā, me kahi manaʻo kūikawā ikaika, ke kākoʻo ʻana o ka mea kūʻai aku poʻokela, a me ka pono kūʻai maikaʻi loa. Hiki i ka laikini ke hoʻokau i kona kūlana ma ka hoʻohuli ʻana i nā mea maikaʻi loa no kekahi mea kūʻai aku. Ma mua o ka hāʻawi ʻana aku i kāu ana i ka pūhaka a me ka mea kūʻai aku e hōʻike ana i nā pālule pili lole ka ʻike ma Bonobos Gu Viewsops.

Hale Kūʻai ʻo Bonobos

Ma kahi o ke kipa ʻana i ka pūnaewele Bonobos, paipai ka inoa iā ʻoe e hoʻopaʻa inoa i kahi manawa no kahi kipa huakaʻi ʻia i kekahi o kāna mau Guviewops. ʻOi aku ka maikaʻi o ka ʻōnaehana hoʻonohonoho mua no ka mea hiki iā ia ke hōʻoia i kahi kipa ʻoluʻolu ke waiho wale kahi poʻe ma kahi hale kūʻai a hiki i ka lunamakaʻāina i hāʻawi ʻia ke hāʻawi i ka nānā āpau āu e koi ai e hoʻopau i ka trouser i kū i ka maikaʻi loa.

Pēlā e holo ai ke kaʻina holoʻokoʻa, e like me kā Bonobos:

Nā Hale Kūʻai ʻo Bonobos Brick a me Mortar

Ho'opili i ka Gap

Hāʻawi nā hale hana brick a me nā puna i nā manawa kūpono loa e hoʻopili i ka āpau ma waena o nā hale kūʻai kino a me eCommerce. Ke kōkua nei kēia ʻōnaehana eCommerce eakanui Omni i nā hale kūʻai eCommerce i ka lawe ʻana i ka ʻike kūʻai maikaʻi ʻoiai ke kuhi nei i nā prospect ma nā wahi waho a me nā pūnaewele. Ke mālama nei i ka pahuhopu mua i ka nānā, ke hālāwai nei nā māka me nā mea i manaʻo ʻia e nā mea kūʻai aku paʻakikī i nā ʻano āpau a me ka hopu ʻana i nā kahawai kūʻai lehulehu ʻole. ʻO Bricks-and-mortar, ʻoiaʻiʻo, ʻaʻole ia he ala kahiko akā he waiwai e ulu wikiwiki ana a waiwai nui i nā mea pāʻani e-ʻoihana e kū nei.

Pehea kou manaʻo?

Ke hoʻohana nei kēia pūnaewele i ka Akismet e ho'ēmi i ka spam. E aʻo pehea e hanaʻia ai kāuʻikeʻikepili.