ʻO Ecommerce a me Retail

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

ʻO ke ala maikaʻi loa no nā hōʻailona e hāʻawi aku i nā kuʻikahi hoihoi i nā mea kūʻai aku ma ke ʻoki ʻana i nā mea waena. ʻO ka liʻiliʻi o ka hele-waena, ʻo ka liʻiliʻi o ke kumukūʻai kūʻai no nā mea kūʻai. ʻAʻohe hopena maikaʻi e hana i kēia ma mua o ka hoʻopili ʻana me nā mea kūʻai aku ma o ka Pūnaewele. Me 2.53 biliona mea hoʻohana kelepona a me nā miliona o nā kamepiula pilikino, a me 12-24 miliona mau hale kūʻai eCommerce, ʻaʻole hilinaʻi nā mea kūʻai aku i nā hale kūʻai kūʻai kino no ke kūʻai ʻana. ʻO ka ʻoiaʻiʻo, ʻoi aku ka maʻalahi o ka hoʻoili ʻana i ka ʻikepili ma nā kumu e like me ke kūʻai ʻana i ka ʻano, ka ʻike pilikino, a me nā hana media social, ʻoi aku ka maʻalahi ma mua o nā ʻano offline o ka retargeting o ka mea kūʻai aku.

ʻO ka mea pōʻino, me kekahi mau manaʻo pāʻoihana e-commerce kikoʻī, ʻo nā puka pūnaewele i kēia mau lā ke hōʻike nui nei i ka hoihoi i ka wehe ʻana i kā lākou hana brick-a-mortar. Ua kapa ʻia ʻo clicks to brinks, ʻaʻole hiki ke hoʻomaopopo ʻia kēia ʻano i ka poʻe he nui.

Ke noʻonoʻo nei i ka ʻikepili, ke ʻike nei ʻo USA i ka wikiwiki nui i ka wikiwiki o ka pani ʻana o nā hōʻailona a me nā hui i kā lākou hale kūʻai kino a neʻe i ka e-commerce. Nui nā hale kūʻai e paʻakikī ana e hoʻomau i kā lākou mau hale kūʻai. Ma keʻano noʻonoʻo, ma USA wale nō, ua pani ʻia nā hale kūʻai he 8,600 kā lākou hana ma 2017.

Inā pēlā, a laila no ke aha e neʻe nei nā hōʻailona pūnaewele i nā pōhaku? Inā loaʻa i nā polokalamu makeke kūʻai kūpono a me nā palapala i mea kūʻai nui loa ka wehe ʻana i nā hale kūʻai pūnaewele ma ke kumukūʻai haʻahaʻa haʻahaʻa, a laila no ke aha e hoʻolilo ai i kahi koho ʻoi aku ka uku?

Hoʻolahalaha, ʻaʻole pani!

No ka pane ʻana i kēia nīnau, pono mākou e hoʻomaopopo e hoʻohana ana nā ʻoihana i nā hale kūʻai brick-a-mortar e hoʻohui i kā lākou mau hale kūʻai pūnaewele, ma mua o ka hilinaʻi wale ʻana i nā hale kūʻai kino. ʻAʻole lākou he mau koho ʻē aʻe akā he hoʻomaikaʻi i nā wahi e-commerce i kēia manawa. ʻAʻole neʻe nā brands i nā pōhaku lepo, akā e hoʻonui ana i ko lākou hele ʻana ma ka pūnaewele i nā pae hoʻopaʻa pūnaewele.

E Boll & Lala, ʻo kahi laʻana. Ke kipa ʻana i kahi hale kūʻai ʻo Boll & Branch, e ʻike ʻoe i kahi lumi hōʻikeʻike nani me nā mea lawelawe ʻoluʻolu a me nā limahana lawelawe mea kūʻai aku. Hiki iā ʻoe ke loaʻa i kēlā me kēia huahana mai ka brand ma lalo o kēlā hale kūʻai. Eia nō naʻe, aia kahi wili: hāʻawi ʻia kāu mau kūʻai i kou home ma ka leka uila. Ke hahai nei ka hale kūʻai i kāna kumu kūʻai e-commerce akā hoʻohana i nā hale brick-a-mortar ma ke ʻano he mau kikowaena ʻike ma mua o nā hale kūʻai kūʻai.

Halekuai o Boll a me na lala

Noho mau ka nīnau

No ke aha e kūʻai ai i nā brick-and-mortar inā hiki i nā mea kūʻai ke kūʻai pololei ma o kā lākou mau polokalamu pūnaewele? ʻO ka huli ʻana i ka brick-and-mortar e hōʻike ana i kekahi mau manaʻo ʻoihana e-commerce akamai i ka wā e huki ana nā hale kūʻai kino i ko lākou mau pani pani? ʻAʻole ia he mea kūʻē?

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.

No ka hoʻoponopono ʻana i kēia drawback, makemake nui nā e-commerce Amazon a Uber ʻO kekahi o nā mea mua i wehe i nā hana brick-and-mortar i mea hoʻohui i kā lākou mau hoa pūnaewele. Ua hoʻolaha ʻo Amazon i kāna hana brick-a-mortar mua ma 2014, e hāʻawi ana i hoʻokahi lā hoʻouna i nā mea kūʻai aku o New York. I nā pae hope, ua hoʻomaka ʻia nā kikowaena kiosk ma nā malls kahi i kūʻai aku ai lākou i nā huahana i loko o ka hale a lawe i nā hoʻihoʻi.

ʻAʻole i liʻuliʻu ua lawe nā ʻoihana ʻē aʻe i kēia manaʻo e-commerce a wehe i nā kiosk liʻiliʻi ma nā wahi like ʻole. No laila, ʻo ka loaʻa ʻana o ke kino kino i hōʻoia koke i ka holomua. ʻO kekahi o nā hiʻohiʻona maikaʻi loa ʻo nā kiosk Uber ma nā wahi kaulana e ʻae ai i ka poʻe hele e kākau i kahi kaʻa me ka ʻole o ka polokalamu kelepona.

ʻO ka manaʻo maʻamau ka hāʻawi ʻana i kahi kamaʻilio kanaka pololei a me ka ʻike mea kūʻai aku i nā mea kūʻai pūnaewele, ma kahi o -

  • 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
  • Hoʻonui i ka ʻike o ka mea kūʻai aku i ʻike lākou i kahi e kipa aku ai inā pilikia.
  • E ʻae i nā mea kūʻai aku e hoʻāʻo koke a wehe i kā lākou kānalua e pili ana i nā huahana.
  • E hōʻoia i ka ʻoiaʻiʻo o ka hana ma ka hōʻike ʻana iā lākou, ʻAe, ke ola nei mākou i ke ao maolio!

ʻO ka pahuhopu nui ka lanakila ʻana i ka hoʻokūkū ma ka hāʻawi ʻana i nā ʻike mea kūʻai aku maikaʻi loa, e mālama ana i ko lākou hōʻoluʻolu. Hiki ke hele i waho o ka moʻomeheu a hiki mai me nā manaʻo hou ke kī nui loa i ka mālama ʻana i nā mea kūʻai aku a lanakila i ka hoʻololi ʻana ma 2018. Ke noʻonoʻo nei i ka nui o ka hoʻokūkū ma nā hale kūʻai pūnaewele, he hana koʻikoʻi inā ʻaʻole ʻoe e hoʻoikaika e hana pēlā me kāu eCommerce ʻoihana.

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

ʻO kahi wahi koʻikoʻi kahi i hoʻokūkū ʻole ai nā hale kūʻai kino wale me kā lākou mau hoʻokūkū eCommerce ʻo ka retargeting mea kūʻai aku. Ma waho aʻe o kekahi mau mea hoʻokani pila ikaika, ʻaʻole hiki i nā hale kūʻai kino ke mālama i nā mea kūʻai aku. No ka mea ʻaʻohe ala e ʻike ai i ka 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 retargeting o ka mea kūʻai aku. Eia kekahi, ma waho aʻe o nā hoʻolaha hae, SMS, a me ka kūʻai ʻana i ka leka uila, ʻaʻohe ala ʻē aʻe no ke kamaʻilio pololei ʻana me nā manaʻo. No laila, ʻaʻole hiki i nā hoʻolaha hoʻolaha nui loa ke hiki i ka poʻe i manaʻo ʻia.

Ma ka ʻaoʻao ʻē aʻe, me ka pūnaewele a me nā smartphones i ka lima, ua lilo nā mea kūʻai aku pūnaewele i mea maʻalahi no ka eCommerce retargeting. Loaʻa i nā wahi pāʻoihana E-Kalepa nā ala he nui e hōʻiliʻili i ka ʻikepili o ka mea kūʻai aku: nā palapala hoʻopaʻa inoa moʻokāki, nā polokalamu kelepona, ke kūʻai aku ʻana i ka pili, puka pop-up, nā palapala kau inoa back-in-stock, a me nā mea ʻē aʻe he nui. Me nā ala he nui e hōʻiliʻili ai i ka ʻikepili, ua loaʻa pū i ka eCommerce nā ala kūpono e hiki ai i nā mea kūʻai aku: Ke kūʻai aku ʻana i ka leka uila, ke kūʻai aku ʻana i ka SMS, ke kūʻai aku ʻana i ka Push, nā hoʻolaha hou ʻana, a me nā mea ʻē aʻe he nui.

Me ka hui pū ʻana o nā hoa kino a me ka pūnaewele, ua ʻoi aku ka maikaʻi o ka huli ʻana o ka mea kūʻai aku. ʻO ka mea ma mua he drawback o ke kūʻai kino kino i hoʻokahi manawa, ʻaʻole ia he maʻalahi i ka hana brick-a-mortar. Hiki i nā hale kūʻai pūnaewele ke hoʻohana i nā ala kūʻai kūʻai like e like me kā lākou mau wahi paʻi pūnaewele a hoʻokipa mau i nā malihini i kā lākou mau hale kino. Eia ka hana a kekahi mau brand kaulana.

Hoʻohana nā ʻoihana nui i ka Marketing Omni-channel i kā lākou mau ala ponoʻī

Everlane

Ua hoʻokumu ʻo Everlane iā ia iho he ʻoihana pūnaewele wale nō ma 2010. Me kahi mea kūʻai pololei (D2C). Ua hoʻomau ʻo ia i ka ulu ʻana me kāna ʻikepili o ka ʻike ākea, kahi i hōʻike ai ka brand i kāna mau hale hana, nā lilo hana, a me nā koina 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 ka noho kino e hāʻawi i ka ʻike ʻike maikaʻi loa i nā mea kūʻai aku e kipa ana i ka hale kūʻai. ʻO ka lumi hoʻomaha 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.

Nā mea hoʻonani

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.

Hale Kūʻai Glossiers

I kēia mau lā, ua hui pū ka brand nani me kahi hale ʻaina kaulana ʻo Rhea's Café, aia ma Kapalakiko. ʻO ka hoʻololi ʻana i waho o ka hale ʻaina e kūpono i ka ʻike o ka brand me ka ʻulaʻula milenial i hoʻōho i ka leka. Ma hope koke iho, ua hoʻololiʻia ka haleʻaina i kahi hoʻolālā hoʻolālā-hub, kahi i kuke ai nā mea kuke i ka meaʻai ma hope pono o nā aniani a me nā pūʻulu o nā huahana mai Glossies. Wahi a kekahi malihini kipa o ka pop-up, e kūʻaiʻo ia i nā huahana Glossies ma ka pūnaewele pono'ī. Eia naʻe, ma waho aʻe o nā pilikia a pau, makemake ʻo ia e hele mai i ʻaneʻi i hoʻokahi manawa i ka pule e ʻike i ka ikaika maikaʻi i loko o ka lumi. Eia kekahi, ʻoluʻolu ke hoʻopā a ʻike i nā huahana ʻoiai hiki iā ʻoe ke hopu i ke kīʻaha kofe 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.

ʻO Jessica Bruce

ʻO wau kahi mea nūhou blog, mea kākau malihini, Influencer & kahi loea eCommerce. Hoʻopili ʻia me ShopyGen i kēia manawa ma ke ʻano he mākaʻikaʻi kūʻai ʻike ʻike. Hōʻike pū kekahi wau i nā hanana hou loa e pili ana i ka ʻoihana eCommerce.

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