Retail: Pano Nhasi, Pano Mangwana

Tese tinotenga. Pasinei nokuti tinogara kupi, zvatinoita kana kuti tinozviita sei, tinoda “zvinhu” uye nzira chete yokuzviwana nayo (zvishoma pakuzvirima isu pachedu) ndeyokuzvitenga (kana kuti kuita kuti mumwe munhu atitengere). Saka, ringave ibasa ratinopedza kana kugovera, pakupera kwezuva - isu tanga "kunotenga. "

Mamiriyoni muKukosha

Muna 2017, indasitiri yekutengesa yeUS yakaburitsa madhora 1.14 bhiriyoni mukukosha-yakawedzerwa uye yakagadzira 4.8 miriyoni mabasa izvo zvinoshandura kuita 5.9 muzana yeUS gross chigadzirwa. Chikamu chikuru? Motokari, inokosha pamadhora 212 bhiriyoni; zvitoro zvegirosari zvakawana nzvimbo yechipiri, pamadhora mabhiriyoni 167; general merchandising yakasvika munzvimbo yechitatu pamadhora 161 bhiriyoni. Indasitiri iyi inotsigirawo madhora 1.5 tiririyoni muchikamu cheholesale, ichipa $2.2 tiririyoni kuburikidza neindasitiri yekugadzira yeUS.

Iyo inokurumidza kukurumidza chikamu chekutengesa ndeye e-commerce uye panosvika 2020 inotarisirwa kusvika pamutengo wemadhora mazana mashanu nemakumi maviri nematatu emadhora, nekukura kwe523 muzana gore rega rega. Pakazosvika gore ra9.32, vatengi vanosvika 2020 miriyoni vachashandisa nharembozha dzavo kutsvaga nekutenga zvigadzirwa (muna 270 nhamba yaingove 2015 miriyoni).

Requiem yeMall

Muna 2018, aimbove CEO weJC Penney Mike Ullman akafunga kuti zvikamu makumi maviri neshanu muzana chete zvezvitoro zveAmerica zana nemazana maviri zvaizopona mumakore mashanu anotevera. Muna 25, vatengesi vakamhan'ara kubhuroka pamitengo yakakwira uye vaisanganisira Nine West, Claire's uye Toys R Us.

Sekureva kwaRick Caruso, mugadziri weThe Grove Mall (Los Angeles), "Mall yemukati ndeye anachronism icharamba ichitadza nekuti haina hukama nemararamiro anoda vanhu." Mall anoramba ari muunganidzwa wevatengesi vane mashoma ekudyira uye evaraidzo sarudzo dzakakandwa mumusanganiswa.

Vagadziri veMall vanofanira kunge vakapotsa memo yakawana kuti vanhu vanoda kuve nechekuita uye kubatikana uye kutsvaga "chiitiko" nekutenga-chigadzirwa chechiitiko. Mugadziri wezvitoro achafanirwa kutsvaga nzira dzekukurudzira uye kukurudzira vanhu kuti vapedze nguva vari munzvimbo nekugadzira zviitiko izvo vanhu vanoda kunakidzwa nazvo.

Kubatana: Varaidzo, Basa uye Kutenga

Kubvisa mall kubva parutsigiro rwehupenyu, Oliver Chen (Cowan neKambani) anokurudzira:

1. Ita kuti kutenga kuve nyore. Tora kupokana kunze kwekutenga (funga Amazon neWalmart's car pickup).
2. Chengetedza kukosha nekugadzira tsika inoita kuti vanhu vataurirane.

Mall nzvimbo yekuwedzera / kusimudzira kunogona nyore kusanganisira maraibhurari, mamiziyamu, nzanga dzenhoroondo, makamuri emisangano emapoka enharaunda, makirasi ekoreji enharaunda, kudzidziswa kwemabasa emawoko, mahofisi emasangano ehurumende nevakuru vakasarudzwa nemikana yemaforamu eruzhinji nehurukuro.

Nzvimbo idzi dzaigona kushandiswa kumitambo yekusimbisa muviri uye nzvimbo dzekusimbaradza, mabasa ekurapa nemazino, pamwe nematare ezvekudya ane hutano ane zvitoro zvegirosari zvine sarudzo dzematafura uye makirasi ekubika uye waini / mweya kuravira.

Nzira dzekugovera

Tsvagiridzo inoratidza kuti ramangwana rekutenga ndeye omnichannel. Panguva ino, ingangoita 90 muzana yezvese kutenga kunoitwa muzvitoro nekutengesa kwepamhepo kunosvika 10 muzana yekutengesa kwezvitoro, zvichiratidza pachena nzvimbo yekukura.

Kutengesa kuri kure nekufa. Parizvino kune zvitoro zvinodarika miriyoni imwe chete muUS, uye kutengesa kwezvitoro kwakakura kusvika pazvikamu zvina kubva muzana pagore kubvira 1.

Vazhinji vatengesi vari kuvhara vamwe vari kuwedzera. Costco yakavhura 23 zvitoro zvitsva mu2015 uye 31 zvitoro zvitsva zvakarongwa (17 muUSA). Dollar General iri kuwedzera zvitoro mazana mapfumbamwe, uye Dollar Tree, Family Dollar, Aldi, Lidl, Vashanu Pazasi uye Hobby Lobby vari kuvhura nzvimbo nyowani. Zvinoenderana neBusiness Insider, 900 zvitoro zvitsva zvichavhurwa mugore rinouya.

Chirevo cheIHL Boka, Retail's Radical Shanduko, yakatsunga kuti pakuvhara kwese kwekutengesa, zvitoro zviviri zvitsva zvaivhurwa. Chikafu, zvinodhaka, kurerukira uye vatengesi vazhinji / chikamu chekuchengetera chakashuma makambani 3.7 achiwedzera zvitoro zvitsva kune yega yega iri kuvharwa. IHL yakaona kuti zvitoro zvichave nechekuita mu81 muzana yezvese zvitoro zvinotengeswa muna 2021.

Generational Divide

Chizvarwa chega chega chine maitiro ayo ekutenga. Generation Z neMireniyamu vanogona kuenderera mberi mune yechinyakare modhi; zvisinei, Mireniyamu vangangonzwa kuvhiringidzika zvakafanana / zvakafanana zvokutenga chimiro uye kutsvaka zvitsva zvakaitika. Generation X uye Baby Boomers vari kunetseka nekutenga / kutora system pamwe neiyo post-kutenga ruzivo (kureva, kunyora wongororo, kudzoka).

Vatengi vanotarisira vatengesi kugadzirisa uye kugadzirisa / kubvisa marwadzo. Vatengi (kunyanya maMillennials) vanotarisira kuti mabhureki ape tekinoroji mukati mechiitiko chavo chekutenga, vachitora fungidziro kunze kwechiitiko chekutanga-kutenga.

Kuti vakwezve vatengi vatsva vachichengeta zvizvarwa zvekare zvakabatikana, vatengesi vanofanirwa kuwana zvavari kuita uye kuti vari kuzviita sei.

Heads Up Retailers: Mapoinzi eKufunga

1. Underutilized assets. Kubva munzvimbo (s) uye hesera kusvika kubasa uye tekinoroji, pane tsvina yakawandisa here muhurongwa
2. Kurasika kubata kwemunhu. Vatengi vanoongwa here? Vari kutendwa here nekutora nguva kubva muhupenyu hwavo hwakabatikana kushandisa mari yavo muchitoro chako, vachitenga zvinhu zvako?
3. Kukanganisa mabhurendi uye kukanganisa vatengi. Uri kushandisa pop-up ads mukati menhau nyaya, kukanganisa kuverenga kweangangoita mutengi? Ko zviziviso zvemabhazi, zvitima zvepasi pevhu, uye zvikwangwani zvemumigwagwa zvine nyaya here kana kuti zvinongozadza nzvimbo?
4. Kutya (data kuvanzika uye chengetedzo). Vatengi vanogumbuka kana algorithm ichitumira email ads yeshangu kana rwendo rwekuenda kuFrance, pakarepo mushure mekunge vatenga bhutsu uye kubhuka ndege. Zvinoshungurudza kuona makambani avasati vambonzwa nezvekusvika mune yavo data uye kuburitsa zvavanoda nezvavanoda.

Ratidza Mutengi Waunoitira Hanya

Vatengi vanotsvaga yakanakisa kutenga ruzivo uye havana hanya newe, mhando yako kana chitoro chako (mune chero chimiro chazvinotora). Vatengesi vanofanirwa kutenderera uye kuchinjika, vakagadzirira kuita mutengi chero nguva uye chero kupi mutengi ari mukuteedzana kwekutenga. Vatengesi vanofanirwa kunge vachiita kunyura kwakadzama mumadhatabhesi evatengi vavo, uye kugadzira zviitiko zvevatengi-centric, kuvakazve kuvimbika muzera remutengi ane simba.

Zviri kumutengesi kugadzira chiitiko chisina musono uye kwete kutarisisa pane zvigadzirwa. Izvi zvinogona kuwanikwa nekufunga:

1. Multichannel kutenga zviitiko nekugadzira savvy e-retail zviitiko uye nekukurumidza kutumira iyo isina musono.
2. Kubatanidza pakutenga nekunze-pamhepo nekuenzanisa sarudzo online, kutenga online uye kutora muchitoro kana kushandisa kukurudzira vatengi kushandisa smartphone yavo kutarisa mitengo vari muchitoro uye uchida kukurukura nezvesarudzo dzemitengo (kana kutsanangura nzira yako yemitengo).

Tsvagiridzo yakaitwa nePrice Waterhouse Cooper yakawana kuti makumi manomwe nenhatu muzana evatengi vanoti zviitiko zvakanaka zvemhando ndiyo madhiraivha akakosha kumashure kwesarudzo dzavo dzekutenga. Mutengo unofananidzwa uye zvinopihwa zvakasarudzika zvinogona kudzoka muvatengi vashoma, asi pane zvakawanda pakuvandudza kuvimbika kwevatengi pane kutarisa pamutengo.

Robbin Report. Retail Radicals. 2019 Chirongwa

Gore rega rega, timu yeRobin Report inobata boka revatengesi nemhando dzavo vari kugadzira nzira nyowani dzekugutsa zvinodiwa uye zvinodiwa nevatengi, vachiona zvigadzirwa nemasevhisi achaita kuti hupenyu huve nani, huchengeteke, hunoshanda uye/kana hunonakidza. Yakatangwa naRobin Lewis, anoonekwa semukuru weindasitiri yekutengesa, Lewis zvakare munyori, mutauri uye mupi wezano kune vatengesi uye maindasitiri ezvigadzirwa zvevatengi.

Chiitiko Chakarongwa. Vatengesi uye Zvigadzirwa Zvavo

Unique Shopping

Hunsicker ndiye Muvambi uye CEO weCaaStle, shanduko yetekinoroji yeB2B inogonesa vatengesi nemhando dzemafashoni kuti vatore chikamu muhupfumi hutsva hwekugovana. CaaStle inobvumira vatengesi kuti vape zvipfeko sevhisi (CaaS) kune vatengi vavo uye mukana unobatsira mutengesi uye mutengi. Mutengi anokwanisa kuyedza nemhando nekurenda (uye, pamwe, pakupedzisira, kuva muridzi) hembe nekuwana inotenderera muunganidzwa mwedzi wega wega. Brand shamwari dzinosanganisira Ann Taylor, NY&Co, Express, Rebecca Taylor, American Eagle, Gwynnie Bee. CaaStle yakazivikanwa neFast Kambani seimwe yemakambani ane hunyanzvi hwepasirese - 2019.

Neanopfuura makore makumi mana eruzivo achitungamira kubatanidzwa kwezvivakwa, kuronga nekutengesa, kushambadzira uye kushambadzira muindasitiri yezvitoro, varaidzo uye yekugamuchira vaeni, Roche (necrystal bhora rake), ronga nzvimbo / nzvimbo dzekupedzisira kutenga ruzivo.

Tinogona kutenda Roche nekugadzira nzvimbo yekutenga yeLe Bon Marche neLa Grande Epicerie pamwe neSelfridges Group, nyaya dzedhipatimendi reBijenkorf (Netherlands), Rotterdam City Center uye Meadowood Resort uye Wine Reserve muNapa Valley.

Roche inogadzira nzvimbo dzinopa muenzi mubairo, “Kana vari kuuya kuchitoro chako, vachikupa nguva yavo, unofanira kuvapa chimwe chinhu nekudzoka – senge nzvimbo inoyevedza. Dhizaini inopfuura zvinoita chimwe chinhu, inorukwa mune zvaunoita. "

Chiitiko chekutengesa chinofanira kunge chiri kupesana-chishoma. Timmins akatsunga, kuti iyo yakabudirira muchitoro chiitiko ichapa nharaunda ine nzanga, inokurudzira, inovaraidza, inobatanidzwa, iri nyore, uye nzvimbo yekugovera. Nzvimbo yacho ichave yakafuridzirwa netsika dzemunharaunda, yakagadzirwa kuburikidza nehungwaru hweunyanzvi.

Kana iine chekuita nekutengesa, Cohen akazviona, akazviita, akazviongorora, akazvidzidzisa kana kuzviita. Akatarisana nekutengesa kubva paakapedza kudzidza kubva kuColumbia University (1971, MBA; 1969 BS Electrical Engineering). Kwemakore anopfuura 20 ave ari c-suite executive, yakabatana neSears Canada Inc., Softlines (Sears Roebuck & Co), Bradlees Inc. uye Lazarus Department Stores. Akave akabatanidzwawo naAbraham & Strauss, The Gap, Lord & Taylor, Mervyn's uye Goldsmith's department Stores. Kubva 2006 anga ari nhengo yeFaculty yeColumbia University's Graduate Chikoro cheBhizinesi, achidzidzisa makosi muRetailing Leadership, Retail Fundamentals uye Master Kirasi muKugadzira Retail Enterprise.

Vanhu vanodarika mazana matatu vakapinda musangano wezuva rimwe chete, unosanganisira vakuru veindasitiri yezvitoro, vanogadzira masoftware, vaongorori vezvitoro, vadzidzi nevatori venhau.

Zvatinotarisira

Sekureva kwaIan Gomar, Partner, Chief Marketing & E-Com Officer, weChief Outsiders, pane ramangwana rekutengesa. Tinogona kutarisira kuwedzera kumunhu, uye nekukurumidza mhinduro kune zvinodiwa uye zvinodiwa nemutengi. Kuburikidza nekuwedzera kwekushandisa algorithms uye kudzidza muchina, isu tichakwanisa kuita kuti sarudzo dzedu dzekutenga dzive nyore uye dzinoenderana nemararamiro edu uye bhajeti.

Gomar akafunga kuti mameseji ekushambadza achabva pahuwandu hwemutengi nekuti mutengesi anoziva kwatinogara pamwe nemararamiro edu, kutsvaga nekutenga maitiro. Zvese zvichange zvakabatana, saka tinokwanisa kutora nyore nyore kuburikidza nemafoni edu akangwara, tekinoroji yekumba, mota, uye piritsi. Zvigadzirwa zvinotumirwa nekukurumidza, kazhinji mukati meawa kana, kana tichida, tichakwanisa kutora zvinotengeswa muchitoro. Zvinogonekawo kuti ma drones anozadza denga nemapakeji edu kubva kuAmazon uye pamwe mafries edu kubva kuMacDonald's uye kuputika kubva kuSonic.

Hatichafanira kurangarira zviyo zvemangwanani zvevana, kana doro remutambo wepoker. Zvishuwo zvedu zvinoenderera zvichagutswa nekunyoreswa - kwakavakirwa masevhisi, uye kuvandudzwa sekudyiwa. Zvitoro zvichave nediki-kudhindwa kwetsoka uye inotsiva yepamusoro sevhisi uye yakasarudzika assortments, kutsiva nzvimbo dzisina kushandiswa dzakazadzwa nezvinhu zvisingadiwi nemunhu kana kuda.

Padanho remunhu ini ndakamirira kuisa iyo Star Trek Replicator - yakarongwa kuti iite iyo yakakwana martini. Muchina wefax uchawana guruva, kuitira kuti ndigone kuodha pitsa inopisa necauliflower uye anchovies, yakagadzirira kudyiwa sezvainowira kunze kweslot.

Zvino nhandaro, basa uye kutenga zvabatanidzwa, chii chichaitikazve? Kuti uwane rumwe ruzivo, tinya pano.

© Dr. Elinor Garely. Ichi chinyorwa chekopirisita, kusanganisira mapikicha, chingangodaro chichiburitswa pasina mvumo yakanyorwa kubva kumunyori