'Phygital' Retail and The Store's New Brand Ambassador

Qhov tseeb tshiab tau tshwm sim txog kev muag khoom hauv lub sijhawm tom qab kis thoob qhov txhia chaw. Muaj ntau ntawm no yog highlighted nyob rau hauv PwC's Lub Ob Hlis 2023 Kev Tshawb Fawb Ntiaj Teb Cov Neeg Siv Khoom Siv. Ib daim ntawv ntsuam xyuas tshwj xeeb sawv tawm: "Nws yog qhov tseem ceeb ntawm cov neeg koom nrog kev lag luam kom tau raws li cov neeg siv khoom hauv ob qho tib si lub cev thiab cov chaw digital - thiab ua kom tau raws li lawv cov kev xav tau hloov pauv." Cov kev xav zoo ib yam no tau hais tawm thoob plaws hauv ntau qhov kev hais lus thiab kev nthuav qhia thaum Lub Ib Hlis Lub Tebchaws Retail Federation's 2023 "Big Show" hauv New York City.

Raws li kev loj hlob ntawm kev lag luam e-lag luam tau tapered thiab cov pej xeem tau dhau los ua kev sib raug zoo, cov khw muag khoom tau dhau los ua cov tswv yim ntau dua rau cov koom haum muag khoom. Nyob rau tib lub sijhawm, nyob rau hauv ib lub sijhawm ntawm kev lag luam sib koom ua ke, cov khw muag khoom muaj nuj nqi thiab lub hom phiaj tau raug sib tw vim tias ntau tus yuav tsum tsis txhob ua cov ntsiab lus ntawm kev muag khoom.

Qhov kev txav no los ntawm kev lag luam mus rau kev muag khoom muag yog yuam kev hloov pauv loj ntawm qhov kev paub hauv khw. PwC Survey tau sau tseg ntxiv tias "cov neeg siv khoom tau hais tias lawv xav tau kev lag luam hauv lub cev kom txhim kho, txhawb nqa lossis kho kom haum xeeb los ntawm cov thev naus laus zis digital." Qhov no ua rau qhov kev lag luam tshiab tshaj plaws portmanteau “lub cev,” los yog "kev sib xyaw ntawm lub cev thiab lub ntiaj teb digital." Nws kuj tau txais NRF nqi.

Tib neeg kov

Ntau ntawm cov thev naus laus zis tshwj xeeb ntawm lub xyoo no tau hais txog "kev tshem tawm kev sib txhuam" raws txoj kev yuav khoom, feem ntau ntawm qhov muag. Cov cuab yeej AI-txhim kho no tau nrawm dhau los ua cov ceg txheem ntseeg rau cov khw muag khoom loj. Txawm li cas los xij, tsis hais txog ntau npaum li cas thev naus laus zis tau nkag mus rau hauv cov khw muag khoom sib xyaw, nws tseem yog txhua yam hais txog tib neeg, ob qho tib si cov neeg siv khoom thiab cov neeg muag khoom, ib qho taw qhia tau tsav mus tsev hauv lub Ob Hlis PwC daim ntawv ntsuam xyuas.

Thaum cov neeg koom nrog raug nug kom ntsuas tus cwj pwm tseem ceeb tshaj plaws ntawm kev ua lag luam lub cev, cov lus teb siab tshaj plaws yog "tus paub paub thiab pab muag khoom." Qhov ntawd yeej kev pabcuam tus kheej, scan-thiab-mus, hauv khw app siv, thiab hauv khw kev lom zem, los ntawm cov npoo tseem ceeb.

Txawm hais tias muaj ntau qhov kev sib tw ntsib kev lag luam muag khoom, suav nrog cov saw hlau, kev nce nqi, kev poob qis, kev hloov pauv ntawm cov neeg siv khoom, thiab lwm yam; rov ntsuam xyuas lub luag haujlwm ntawm tus neeg ua haujlwm hauv khw muag khoom pem hauv ntej yog omnipresent thaum NRF panels thiab nthuav qhia.

Cov khw muag khoom tau rov tsim kho lawv li cas lawv nrhiav, cob qhia, txhawb nqa, thiab txhawb cov neeg ua haujlwm raws li cov qauv muag khoom tshiab tau tshwm sim thiab cov neeg ua haujlwm hloov pauv los ntawm kev ua lag luam dawb huv los ua cov neeg tsim kev sib raug zoo thiab "cov tuam txhab lag luam". Nov yog ib qho kev kawm uas kuv tau ua tshawb nrhiav ntau tshaj kaum xyoo.

Los ntawm Muag Associate mus rau Brand Ambassador

Giorgio Pradi: koj puas xav tau ntau tus thwjtim?, Thawj Tswj Hwm ntawm Loojmam tsev pheeb suab tau hais ntev txog lawv cov kev pib tshiab tshaj plaws thoob plaws lawv 3,200+ lub khw muag khoom, thiab cov kev nqis peev loj tau tsim los tsim qhov tseeb "brand ambassadors" kom muab cov ntsiab lus tseem ceeb ntawm cov khoom lag luam thoob plaws hauv cov neeg siv khoom.

Kev sib tham ntawm pawg thawj coj hu ua "Kev Tsim Kho thiab Txhawb Kev Ua Haujlwm Zoo Tshaj Plaws," tau coj los ntawm cov phooj ywg RETHINK Khw muag khoom cawv Ron Thurston. Nws suav nrog cov thawj coj qib siab los ntawm NordstromJWN
, Lowe's, thiab CVS Health, thiab tsom mus rau cov kev pib tshiab los txhawb lawv cov neeg ua haujlwm ntsib.

Nordstrom Senior Director ntawm Styling thiab Muag, Jessica Cloutier tau sau tseg tias lawv tau cog lus los tsim txoj hauv kev ua haujlwm rau lawv "style ambassadors." Lawv nkag siab txog tus nqi ntawm kev nqis peev hauv lawv cov neeg ua haujlwm kom paub txog qhov kev pabcuam zoo li cas. Nordstrom lees paub tias cov neeg siv khoom taug kev yuav tsum yog raws li cov neeg yuav khoom, yog li lawv tau nqis peev hauv kev muab cov khoom lag luam nrog cov khoom siv tau zoo tshaj plaws los pab cov neeg yuav khoom zoo dua. Cov khoom siv no dhau mus dhau kev txhawb nqa kev muag khoom, lawv qhib qhov rooj rau qhov tsis muaj nuj nqis uas tsis muaj qhov kawg.

Tom ntej no Theem Neeg Kev Koom Tes

PwC daim ntawv ntsuam xyuas kuj tau qhia tias raws li cov neeg siv khoom npaj siab yuav siv sij hawm ntau dua nyob rau hauv cib-thiab-mortar ib puag ncig hauv rau lub hlis tom ntej, lawv xav tias yuav muaj ntau dua "cov tswb nrov thiab xuav" thaum tseem muaj kev txhawj xeeb txog lawv tus kheej kev nyab xeeb, uas tuaj yeem ua ob npaug. ntug.

Interestingly, raws li lwm yam, 2022 PwC Teb Chaws Asmeskas Cov Neeg Siv Khoom Loyalty Survey, 82% ntawm cov neeg teb tau hais tias lawv yuav kam qhia qee yam ntawm tus kheej cov ntaub ntawv sib pauv rau kev pabcuam zoo dua. Tsis xav tsis thoob, muaj kev sib cuam tshuam ntawm cov neeg siv khoom lub hnub nyoog thiab lawv lub siab xav pauv ntawm lawv cov ntaub ntawv.

Nws yog qhov tsim nyog tias kev siv thev naus laus zis tuaj yeem tshem tawm kev sib txhuam hauv khw thaum txuag nqi zog. Nyob rau tib lub sijhawm, cov neeg siv khoom niaj hnub no tau nce kev cia siab rau kev pabcuam thiab kev pabcuam tus kheej, uas nyiam ua kom muaj kev sib txhuam ntau dua. Qhov no dichotomy caw ob lub cib fim thiab kev sib tw rau hnub no thiab tag kis cov khw muag khoom.

Huab Cua

Kev lag luam khw muag khoom tau raug dej nyab nrog cov cuab yeej tshiab thiab thev naus laus zis uas tau cog lus thiab, nyob rau hauv ntau qhov xwm txheej, xa ntau qhov kev txhawb nqa thiab kev sib koom ua ke hla kev dhau los. Qhia cov ntsiab lus digital mus rau hauv khw muag khoom kev paub xws li kev sib tham sib kiosks, touchscreen zaub, augmented reality applications thiab nce kev siv QR cov lej tau pom tag nrho cov lus cog tseg.

Txawm li cas los xij, muab cov thev naus laus zis tsim nyog AI-driven point-of-muag technologies nyob rau hauv tes ntawm kev cob qhia zoo, kev txhawb siab, thiab kev txhawb zog rau lub hom phiaj yog ntseeg tias yog ib txoj hauv kev zoo tshaj plaws los tsim kev ncaj ncees thiab cov neeg siv khoom lub neej muaj txiaj ntsig, thaum ua tus kheej tiag tiag. kev muag khoom. Nws muab kev muag khoom koom nrog lub xov tooj ntawm tes uas ua rau muaj kev sib txuas hauv online rau kev hloov pauv offline, nrog rau kev muag khoom tsis kawg thiab nthuav dav kev pabcuam. Raws li Aptos Nikki Baird hais tias, "Nws yog hais txog coj qhov zoo tshaj plaws ntawm lub khw koom nrog rau cov neeg siv khoom hauv cov ntsiab lus ntawm lub khw." Kuv tsis tuaj yeem hais nws tus kheej zoo dua.