I-e-commerce iyithuba abathengisi abaningi bezinto zokunethezeka abaye banqikaza ukulamukela, yize izibonelo ezifana nokuthatha kukaPrada ukuya kwezentengiselwano ze-e zibonisa amandla alo. Kodwa-ke, njengoba imakethe ikulungele ukukhula, ucwaningo olusha lubonisa ukuthi ngokuhlaziya imisebenzi yamakhasimende abo ku-inthanethi , imikhiqizo yezinto zokunethezeka inethuba lokwazi ama -80% amakhasimende ayo asesitolo ngamagama.
Ucwaningo lwe-“Digital Frontier”, olwenziwe yi-Contactlab ngokubambisana ne-Exane BNP Paribas, lubonisa ukuthi imikhiqizo kumele isebenze kanzima ukuze isebenzise amathuba okuxhumanisa i-e-commerce nezitolo zayo uma kukhulunywa ngokuhlinzeka ngolwazi oluhlanganisiwe lokuthengisa nokumaketha ku- inthanethi.
Umbiko ukhombisa ukuthi amakhasimende afinyeleleka ngedijithali athola u-27% wemali engenayo ezitolo kanye cishe izingxenye ezintathu kwezine zemali engenayo ye-e-commerce. La makhasimende aphinde abonise umsebenzi we-omnichannel ophakeme cishe ngo-50% kunamakhasimende asesitolo, okungathuthukiswa kakhulu ngokusebenzisa ukuzenzekela kokumaketha.
Ngokusho kukaMassimo Fubini, i-CEO ye-Contactlab, izinkampani zokunethezeka zidinga ukushintsha umbono wazo futhi zamukele izinzuzo ezihambisanayo zokuzibandakanya namakhasimende edijithali . Lokhu kusebenzisana kuguqula imboni yokunethezeka , futhi ngenxa yokwanda kwamathuluzi e-commerce , izinkampani manje sezinokufinyelela kwedatha esebenzisekayo mayelana nokuziphatha kwamakhasimende azo ku-inthanethi.
Lokhu kubavumela ukuthi bazi u-80% wamakhasimende asesitolo ngamagama. Impumelelo yemikhiqizo yokunethezeka isekelwe ekhonweni labo lokusebenzisa amaphrofayili edijithali kanye nezinqumo zokuthenga ukuze bazivumelanise nokuzibandakanya kanye nokwenza ngokwezifiso okuthuthukisiwe nge-AI.
Abathengisi bezinto zokunethezeka bangathuthukisa ukuthengisa ngokuheha amakhasimende angaziwa, bathuthukise ubudlelwano obuhilelekile kakhulu eziteshini eziningi, futhi babhekane nezimbangela eziyinhloko zokwehluleka kwezitolo eziku-inthanethi . Uma imikhiqizo ingazinaki iziteshi eziku-inthanethi abathengi abaxhumana ngazo, ilahlekelwa ithuba elibalulekile lokuthola ukuqonda okucacile kwamaphrofayili abo , ukuziphatha kwabo, kanye nezintandokazi zabo.
Amapulatifomu okunethezeka abeka izinga
I-MyTheresa izibonakalise njengenye yezinketho ezinhle kakhulu zokuthenga imikhiqizo yobukhazikhazi ku-inthanethi, ngokumbozwa kwamanye amazwe kanye nokuthunyelwa okusheshayo okufinyelela eSpain ngesikhathi esifushane kakhulu. Okuhle: iwebhusayithi yayo iyatholakala ngesiSpanishi , ilungele abathengi abangakhulumi isiNgisi. Okubi: ayinikezi izinhlelo zokukhokha.
I-Farfetch ivelele ngokufinyelela kwayo emhlabeni wonke kanye nekhathalogi yemikhiqizo engaphezu kwenkulungwane, ethunyelwa emazweni acishe abe ngamakhulu amabili . Okuhle: ifaka imikhiqizo okunzima ukuyithola kanye nesigaba semikhiqizo esisetshenzisiwe . Okubi: amanani angahluka ngobukhulu.
I-LuisaViaRoma ihlanganisa isitayela sasendulo nesesimanje kanye nokukhethwa okubanzi kakhulu, ikakhulukazi kwemikhiqizo yase-Italy , futhi inempahla ethunyelwa ngokushesha kanye nokubuyiselwa kwayo . Okubi: inguqulo yayo yeselula ingathuthukiswa.
Izitolo Zokunethezeka ze-Amazon zigxile ekukhetheni okukhethwe ngokucophelela kanye nesixhumi esibonakalayo esisezingeni eliphezulu, kanye nokukhula okuqhubekayo okubonisa ukuthi ingxenye yokunethezeka iyinto eza kuqala enkampanini.
Ngaphezu kwalokho, izitolo zemikhiqizo eminingi ziyindawo ephelele yokuthola izingubo zokunethezeka ezinesaphulelo , ezinokonga okungafinyelela ku-70%. I-Net-A-Porter, i-Outnet, i-Browns, kanye ne-Moda Operandi bahola lo mkhuba ngamaqoqo e-capsule akhethekile kanye nokukhethwa kwesizini; UMnu. Porter, yena, unikeza izinsizakalo ze-premium kumakhasimende anenani eliphezulu . Futhi, ngesikhathi esifanayo, kunezinkundla ezivumela ukukhokha ngezitolimende nge-Klarna ngezitolimende ezintathu, yize injini yabo yokusesha kanye nezincazelo kungatholakali ngaso sonke isikhathi ngesiSpanishi, ngakho-ke kubalulekile ukuqaphela ukukhwabanisa okungaba khona.
Umuzwa, ukwenza kube ngokwakho kanye nesevisi
Emkhakheni wobukhazikhazi, ulwazi lomkhiqizo olujulile lubalulekile: ukwakheka okuhle, ukuzulazula okunembile, kanye nokuqukethwe okubonakalayo kokuhlela kuqinisa ukuhluka. Ukwenza kube ngokwakho kukhulisa amazinga okuguqulwa: izincomo ezifanele, ukuxhumana okulungiselelwe, kanye nensizakalo yamakhasimende engenaphutha ngokunaka okucophelela imininingwane.
Ukubambisana okukhethekile kanye nezinhlelo ezilinganiselwe kudala umuzwa wokuphuthuma kanye nokuntuleka; ukuxoxa izindaba ngamavidiyo, izingxoxo, kanye nezinhlelo zokuhlela kuxhumanisa nefa kanye nobuchwepheshe. Ekukhangiseni, indlela ekhethiwe iyanconywa : ubudlelwano bomphakathi obusezingeni eliphezulu, imicimbi, kanye nokubambisana nabantu abanethonya abamele izindinganiso zomkhiqizo .
Amathiphu asebenzayo okuthengisa izimpahla zikanokusho ku-inthanethi
1) Gxila kubantu abaneminyaka eyinkulungwane kanye nesizukulwane Z : bamelela ingxenye ekhulayo yemakethe futhi bathola imikhiqizo ezinkundleni zokuxhumana; bayakwazisa ukunethezeka okuphezulu kanye neminikelo eqhubekayo.
2) Ukuthunyelwa okuvelele : ukuthunyelwa okusheshayo nokukhululekile, ukuchofoza nokuqoqa kanye nokubuyiselwa kwemali okulula kukhulisa ukwaneliseka futhi kunciphise ukungqubuzana, ukuvumelanisa isitolo esiku-inthanethi nesangempela.
3) Ukwenza ngokwezifiso okuthuthukisiwe : I-AI, i-AR kanye ne-geolocation ukukhombisa imali yendawo , intela efakiwe kanye nokutholakala; abathengi balindele okuhlangenwe nakho komuntu siqu futhi bazimisele ukukhokha okwengeziwe ngakho.
4) I-digital-first nge-VIP treatment : izinhlelo ze-EIP ngomthengi womuntu siqu , ukufinyelela kusenesikhathi kanye nokusekelwa okungu-24/7 . Vumelanisa izinqola zokuthenga kanye nohlu lwezifiso kuwebhu nakuhlelo lokusebenza ukuze uthole i-omnichannel engenamkhawulo kanye nokunciphisa ukushiywa kwezinqola zokuthenga.
Ukuhweba nge-inthanethi okunethezekile kunikeza ukufinyelela nokulawula ulwazi emhlabeni wonke ngaphandle kokudela ukukhethekile : ngedatha, ukwakheka kanye nensizakalo, imikhiqizo ingadonsela amakhasimende asebenzisa imali eningi, ithuthukise ukwethembeka futhi iguqule konke ukuxhumana kube yisikhathi senani.
