Amasu we-Omnichannel aguqule umhlaba wezokuthengisa, okuvumela abathengisi ukuthi bangagcini nje ngokuphila endaweni enokuncintisana kakhulu, kodwa futhi baphumelele ngokuhlangabezana nokulindelwe umthengi okhulayo odinga kakhulu. Lawa maqhinga asebenzisa ithuba lokuhlanganiswa kwesiteshi online y okungaxhunyiwe ku-intanethi ukunikeza umuzwa wokuthenga ongenazihibe, oqondene nawe futhi ogxile kumakhasimende.
Umthelela wamasu ama-omnichannel ekuthengisweni
I-eBay yethule okutholwe yi Ithuba le-Omnichannel, ucwaningo olwenziwe yi-Deloitte ehlaziya umphumela we-eCommerce ekuhwebeni kwendabuko. Ngokwalo mbiko, amasu omnichannel awagcini nje ngokuphelelisa ukuthengisa ngokomzimba, kodwa futhi akhiqiza amathuba abalulekile ukwanda la ukukhokha yemikhiqizo namabhizinisi okudayisa.
Alexander von Schirmeister, isekela likamongameli we-eBay e-EMEA, uchaze ukuthi ukuba khona ezisekelweni ezifana ne-eBay kuvumela abathengisi ukuthi bakhulise ukubonakala yomkhiqizo wakho futhi usebenzise ngokunenzuzo ubuchwepheshe obuthuthukisiwe obufana izicelo zeselula kanye nezinsiza zokuqoqa. Ngakho-ke, abathengisi abancintisani nje kuphela ngokulingana kodwa futhi basusa izikhala phakathi kokuhweba nge-elekthronikhi kanye izitolo zomzimba.
Omnichannel: Incazelo kanye nezibonelo ezingokoqobo
I-Omnichannel commerce ibhekisela ku- ukuhlanganiswa kwamasu yazo zonke iziteshi zokuthengisa nezokuxhumana zenkampani, noma ngabe ezomzimba noma zedijithali. Kusuka izinhlelo zokusebenza zeselula ngisho izinkundla zokuxhumana kanye izimakethe, zonke zisebenza ngokuvumelana ukuze zenze okuhlangenwe nakho okuphelele nokungenazihibe.
- Chofoza futhi Qoqa: Le sevisi ivumela amakhasimende ukuthi athenge ku-inthanethi futhi athathe imikhiqizo ezitolo ezibonakalayo. Izibonelo ezinjengokusetshenziswa kwale ndlela e-United Kingdom zibonise ukwanda okukhulu ukwethembeka y ukwaneliseka eyeklayenti.
- Ukuvumelanisa Isiteshi: Amapulatifomu afana ne-Shopify ne-Amazon bavelele ngokuhlanganisa izitolo zabo eziku-inthanethi nazo izinto ezibonakalayo ngesikhathi sangempela, ukwenza lula ukuthenga nokubuyisela izinqubo.
- Okuhlangenwe nakho komuntu siqu: Izinkampani ezifana ne-Starbucks ne-Sephora zenza kube ngokwakho ukuxhumana kwazo namakhasimende Izinhlelo zokusebenza y CRM okuthuthukisiwe, okuhlinzeka ngamaphromoshini nezincomo ngokusekelwe kudatha yokuziphatha.
Izinzuzo ezibalulekile zokwamukela i-omnichannel
Ukusebenzisa isu le-omnichannel kunikeza uchungechunge lwezinzuzo ezihamba ngalé kokwandisa ukuthengisa:
- Ukugcinwa kwamakhasimende okukhulisiwe: Amakhasimende ayakwazisa ikhono lokushintsha kalula phakathi kweziteshi, okuqinisa ukwethembeka komkhiqizo wawo.
- Ukubuka kwekhasimende okuhlanganisiwe: Ngokuhlanganisa idatha evela eziteshini ezahlukene, izinkampani zinganikeza ulwazi lomuntu siqu futhi ziqonde ngokujulile ukuziphatha kwabathengi bazo.
- Ukulungiselelwa kokusebenza: Ukuhlanganisa i-inventory ne-logistics kuwo wonke amashaneli amaningi akuthuthukisi ukusebenza kahle kuphela kodwa futhi kunciphisa izindleko zokusebenza.
Izici zobuchwepheshe namasu okusebenzisa i-omnichannel
Ukwamukela leli su kudinga izinsiza zobuchwepheshe ezithuthukile, izinqubo ezichazwe kahle, kanye nendlela egxile kumakhasimende. Ezinye izinyathelo ezibalulekile zifaka:
- Ukuhlanganiswa kwezobuchwepheshe: Amathuluzi afana nesistimu ye-CRM nezinkundla zokuphathwa kwempahla ziqinisekisa ukuvumelanisa phakathi kweziteshi eziku-inthanethi nezingaxhunyiwe ku-inthanethi.
- Qeqesha iqembu: Kubalulekile ukuthi abasebenzi baqonde futhi babambe iqhaza embonweni we-omnichannel, ngaleyo ndlela banikeze ulwazi lwekhasimende olungaguquki.
- Linganisa futhi ulungise: Ukuqapha izinkomba zokusebenza ezibalulekile (ama-KPIs) kuvumela izinkampani ukuthi zikhombe izindawo okufanele zithuthukiswe futhi zivumelane ngokushesha nokushintsha okulindelwe ngamakhasimende.
Lezi zenzo ziqinisekisa ukusebenza kahle futhi zivumela izinkampani ukuthi zandise izinzuzo ze-omnichannel kuzo zonke iziteshi zazo zokusebenzisana.
Ukuhlanganisa kahle leli su kubalulekile ukuze uhlale uqhudelana emhlabeni oxhumene kakhulu. Ngokuhlanganisa ubuchwepheshe obuphambili Ngendlela yokugxila kwamakhasimende, abathengisi banethuba lokunikeza okuhlangenwe nakho kokuthenga okungenakuqhathaniswa kanye nokuqinisekisa ukuhambisana kwayo emakethe ehlala ishintsha.