Txawm hais tias qee tus neeg yuav khoom tau rov qab mus rau hauv khw muag khoom, lub tswv yim hais tias kev sib kis tau hloov pauv tsis tau hloov pauv kev yuav khoom tseem zoo li muaj txiaj ntsig.
Txhawm rau sib tw nrog kev ua si dawb huv eCommerce loj xws li Amazon, cov khw muag khoom tau nqis peev ntau hauv cov peev txheej digital thoob plaws qhov kev sib kis. Cov kev nqis peev no suav nrog kev xa khoom hauv tsev lossis hauv khw muag khoom, tsim lawv tus kheej lub khw, thiab nthuav tawm lawv tus kheej cov khw muag khoom xov xwm.
Taug qab qhov kev nce siab hauv cov khw muag khoom lub peev xwm digital thiab tag nrho cov kev xav ntawm cov neeg yuav khoom, cov kws tshuaj ntsuam xyuas Edge los ntawm Ascential tau kwv yees tias kev muag khoom hauv online yuav suav txog yuav luag 40% ntawm tag nrho cov khw muag khoom muag los ntawm 2026.
Cov sub-qeb me me ntawm "kev cuam tshuam digital" kev muag khoom kuj tseem pib txhais ntau dua. 39% ntawm cov neeg yuav khoom yuav tsis yuav hauv khw yam tsis tau nyeem online tshuaj xyuas ua ntej. Thiab 69% ntawm cov neeg yuav khoom hauv khw nyiam saib cov khoom tshuaj xyuas ntawm lawv cov smartphones es tsis txhob hais lus rau lub khw muag khoom.
Tab sis cov thawj coj digital tseem tawm tsam kom haum rau cov txheej txheem ntawm cov khw muag khoom lag luam. "Txawm hais tias tag nrho cov kev cuam tshuam ntawm cov khw muag khoom no, qee lub koom haum thiab cov thawj coj tseem coj zoo li yaj," hais tias Chris Perry, tus tsim ntawm eCommerce kev kawm pib firstmovr, uas tau tshaj tawm ib txoj hauj lwm ntawm cov teeb meem uas cov thawj coj eCommerce tseem ntsib hauv lawv cov koom haum. Perry hais tias qhov uas muaj feem cuam tshuam tsis yog tsuas yog cov neeg siv khoom kawg nkaus xwb - cov tub lag luam thiab cov neeg yuav khoom los ntawm lub khw muag khoom lub cev tau txais cov lus qhia los ntawm lub ntiaj teb online. Perry hais tias "Lub Hom Phiaj thiab Walmart tab tom nqa ntau lub npe digital ib txwm nyob rau hauv lub khw muag khoom," Perry hais. “Vim li cas qhov ntawd? [cov npe no] yuav tshwj xeeb rau lub khw ntawd, thiab lawv kuj lees paub cov lag luam digital loj hlob zoo li qhov kev loj hlob tuaj. Qhov no yog vim li cas kev yeej 'digital txee' yog qhov tseem ceeb. "
Lub koom haum silos, lub hom phiaj luv luv, kev pheej hmoo aversion, thiab bureaucracy raug suav hais tias yog cov teeb meem tseem ceeb rau cov khw muag khoom lag luam kom ua tiav qhov kev vam meej nrog lawv cov phiaj xwm digital.
Ntawm qhov kev tshwm sim online los ntawm firstmovr nag hmo, peb tus thawj coj digital thiab eCommerce los ntawm lub teb chaws hom tau qhia lawv cov kev paub thiab cov tswv yim kom tau txais kev sib raug zoo ntau dua thiab tau txais txiaj ntsig zoo dua rau lawv cov kev siv zog digital.
"Nws tsis yog cib thiab mortar piv rau eCommerce"
Diana Haussling, VP / GM Digital lag luam ntawm Colgate-Palmolive
Diana Haussling
Diana Haussling, VP / GM Digital lag luam ntawm Colgate-Palmolive hais tias "Tib neeg xav tias nws yog cib thiab mortar piv rau eCommerce."
"Qhov tseeb yog peb yog tib neeg thiab peb yuav khoom txhua yam kev hloov pauv thiab cov channel."
Haussling hais tias bureaucracy yog ib qho kev nyuaj siab tshaj plaws uas ib hom lag luam yuav ntsib hauv kev ua tiav nws txoj kev lag luam e-commerce. "Koj yuav tsum muaj peev xwm txav tau sai thiab dhia ntawm kev coj noj coj ua ntawm lub sijhawm tam sim no. Piv txwv li, txuas lub teb chaws xov xwm mus rau ib qho chaw muag khoom tshwj xeeb. Tab sis yuav ua li cas peb tswj P&Ls lossis cov txheej txheem qee zaum tsis tso cai rau peb txav mus sai lossis koom nrog cov neeg siv khoom. " Haussling tau sau tseg tias txawm tias ntau lub npe CPG loj dua nrhiav cov txuj ci los ntawm kev pib ua lag luam hauv kev sib tw rau kev loj hlob zoo, lawv tuaj yeem raug cuam tshuam sai hauv kev ua haujlwm.
Tactics uas Haussling tau hais tias tuaj yeem txav mus rau koob yog txhawm rau embed cov kws tshaj lij ecommerce hauv lub koom haum, yog li ntawd ecommerce ua ib feem ntawm DNA ntawm lub tuam txhab es tsis yog ib qho kev ua haujlwm.
Nws kuj tseem hais ntxiv tias yuav tsum muaj kev tawm tswv yim sab hauv. Kev nkag siab txog leej twg cov neeg txiav txim siab yog piv rau cov kev xav uas koj yuav tsis hloov pauv yog qhov tseem ceeb hauv kev nkag siab tias leej twg koj yuav tsum 'muag' koj cov tswv yim rau.
"Risk aversion feem ntau yog hauv paus hauv kab lis kev cai"
Tiffany Tan, Tus Thawj Coj ntawm eCommerce Kev Loj Hlob Accelerator ntawm Lub Tuam Txhab Clorox
Tiffany Tan
Tiffany Tan, Tus Thawj Saib Xyuas Kev Lag Luam Kev Loj Hlob ntawm Lub Tuam Txhab Clorox, hais tias thaum kev pheej hmoo aversion yuav yog ib feem ntawm lub tuam txhab kab lis kev cai, muaj lub sijhawm los hloov cov ntawv. Tan hais tias "eCommerce yog qhov kev pheej hmoo ntawm kev txo qis," Tan hais. “Metrics yuav qhia koj sai sai yog tias koj tau hu txoj cai. eCommerce yeej muaj cov txheej txheem uas hloov pauv kev pheej hmoo. "
"Silos muaj nyob - txawm nyob hauv ecommerce"
Josh Pearlstein, Digital Shelf Lead, NA eCommerce, Bayer
Josh Pearlstein
Pearlstein, uas nws qhov kev xa tawm tau nthuav tawm txhua qhov kev tshaj tawm hauv online rau Bayer, hais tias ntau qhov kev ua haujlwm thiab kev siv zog tau muab luam tawm thoob plaws pab pawg vim yog lub koom haum silos. Qhov no tsis muaj hmoo vim hais tias feem ntau cov teeb meem lossis cov hauv kev uas ib pab neeg ntsib ntawm cov channel digital tau muaj feem cuam tshuam rau lwm qhov hauv lub koom haum.
Pearlstein hais tias tus yuam sij rau kev yuav khoom sab hauv rau cov phiaj xwm digital yog muaj qhov muag pom. Nws hais tias "Yog tias kuv tuaj yeem pom qhov kev vam meej li 'liab, daj lossis ntsuab', Kuv tuaj yeem yooj yim dua ua cov ntaub ntawv lag luam rau cov peev txheej los kaw qhov sib txawv," nws hais.
Tau qhov twg los: https://www.forbes.com/sites/kirimasters/2022/02/02/as-physical-retail-resurges-these-ecommerce-leaders-are-doubling-down-on-digital/