Khw muag khoom 100% Txoj Cai Tswjfwm Zoo Tshaj Lij Tshaj Lij Tshaj Lij Tshaj Lij Tshaj Lij Tshaj Tawm

Tsis ntev tas los no, yooj yim thiab tsis muaj lus nug-nug cov cai rov qab yog cov rooj sib tham rau cov khw muag khoom thiab tseem ceeb dua thaum kev lag luam tau ua hauv online. Kev kwv yees yog tias kwv yees li ib nrab ntawm cov khw muag khoom e-lag luam txawm tau them rau cov cai ntawm cov neeg siv khoom xa rov qab lawv cov khoom.

Tab sis nrog cov nqi nce thoob plaws hauv pawg thawj coj saib thiab cov paj tau nyem, cov khw muag khoom tau saib ob zaug ntawm lawv cov cai rov qab thiab nruj nreem.

Piv txwv li, Kohl tsis them rau cov nqi xa rov qab thiab Da Dej thiab Lub Cev Ua Haujlwm tau txwv nws txoj cai rov qhib dav dav rau 90 hnub thiab rau $ 250 rau ib tus neeg siv khoom nyob rau lub sijhawm ntawd. Thiab LL Bean, Dillard's, J. Crew, REI thiab Zara hauv UK tam sim no txiav tawm tus nqi xa rov qab los ntawm kev xa ntawv, nrog H&M tsuas yog tshaj tawm nws tab tom sim tus nqi xa rov qab rau kev xaj online hauv qee lub khw.

Lwm cov khw muag khoom tab tom xav txog xaiv tawm ntawm cov txheej txheem rov qab tag nrho thiab cia cov neeg siv khoom khaws cov khoom tsis xav tau, muab lub ntsiab lus tshiab rau cov khw muag khoom me me. Tab sis cov cai no yuav tsum tau siv los ntawm ib qho xwm txheej thiab tsis muaj kev vam meej raws li kev coj ua lag luam.

Steve Rop, tus thawj coj ua haujlwm ntawm goTRG, lub tuam txhab ua haujlwm ua haujlwm rov qab rau Walmart, Sam's Club, Target, Lowe's, Home Depot, thiab lwm yam, pom cov ntawv sau rau ntawm phab ntsa. "Nws tsis ruaj khov rau cov khw muag khoom thiab DTC cov hom lag luam txuas ntxiv nqus cov nqi rov qab. Nws tag nrho los ntawm kev lag luam. "

Cov nqi xa rov qab ze li ob npaug ntawm 2020 txog 2021

Thiab kev lag luam rov qab yog qhov xav tsis thoob. Cov National Retail Federation thiab Appriss Retail daim duab xa rov qab tus nqi muag khoom muag $ 751 nphom xyoo tas los lossis 16.6% ntawm tag nrho cov khw muag khoom hauv Asmeskas. Qhov ntawd yog nce txog 80% los ntawm $ 428 billion rov qab los thaum xyoo 2020, lossis 10.6% ntawm cov khw muag khoom muag. Cov nqi xa rov qab hauv online tseem ntau dua, suav txog $ 218 billion thiab 20.8% ntawm kev muag khoom hauv 2021.

Txawm li cas los xij, NRF kev kwv yees tej zaum yuav underestimating tus nqi tiag tiag ntawm kev xa rov qab. Ib qho kev tshawb fawb ua los ntawm 117 cov khw muag khoom los ntawm Supply Chain Dive thiab Optoro pom tias tsuas yog ib feem peb ntawm cov nqi tag nrho cuam tshuam nrog kev xa rov qab.

“Muaj cov nqi ntim khoom, nqi thauj khoom, kev txheeb xyuas thiab kev ua haujlwm. Tus nqi ntawd tuaj yeem nyob qhov twg ntawm $ 10 txog $ 15 kom rov qab ib yam khoom rau tus neeg muag khoom, "Rop piav qhia.

"Yooj yim rov qab nrog cov nqi xa rov qab them los ntawm cov khw muag khoom yog ib feem ntawm qhov 'tiav av' thaum ntxov hauv khw muag khoom online. Tam sim no tus dej ntws tau tig thiab cov khw muag khoom tau raug yuam kom nrhiav txoj hauv kev zoo dua. "

Kev cob qhia kom rov qab los

Cov khw muag khoom paub tias cov neeg siv khoom tau saib xyuas lawv cov cai rov qab los thiab nws tseem ceeb dua hauv kev lag luam e-lag luam. Nws tuaj yeem ua qhov sib txawv ntawm nias lub pob yuav lossis mus rau lwm qhov los ua kev yuav khoom.

Qee cov khw muag khoom hauv online, xws li Warby Parker, Stitch Fix thiab Zappos, tsim rov qab rau hauv lawv cov qauv kev lag luam, thaum lwm tus tsuas xav tias nws yog tus nqi tsim nyog ntawm kev ua lag luam online.

Tsis tau npaj txhij, cov neeg siv khoom nyiam rov qab dawb. Nws yog qhov thib ob loj tshaj plaws tom qab xa khoom dawb hauv kev cuam tshuam rau cov neeg yuav khoom hauv online, raws li kev tshawb fawb ntawm ze li ntawm 8,000 tus neeg siv khoom ua los ntawm PowerReviews.

Qee tus 96% ntawm cov neeg siv khoom xav txog kev xa khoom dawb tseem ceeb nrog 79% xav tias yuav rov qab dawb rau sab nraud, txhais tau tias tus neeg muag khoom them rov qab shipping. Yuav-online-return-in-khw muag khoom tsis tshua nyiam, nrog tsuas yog ib nrab nrhiav qhov kev xaiv no tseem ceeb.

Thiab cov neeg tau txais kev cia siab rau kev xa rov qab dawb nce nrog cov nyiaj tau los, los ntawm 75% rau cov neeg uas muaj HHI qis dua $ 50,000 txog 83% rau HHI tshaj $ 100,000.

ntes tau ntawm ib lub pob zeb thiab ib qho chaw nyuaj

Cov khw muag khoom zoo nkauj heev ntawm lawv tus kheej thaum nws los txog rau kev nrhiav qhov sib npaug ntawm kev thawb kom cov neeg siv khoom zoo siab nrog cov cai rov qab dawb thiab yooj yim thiab rub los txo cov nqi rov qab.

Thomas Robertson, tus thawj coj ntawm Jay H. Baker Retailing Center ntawm Wharton tau sau tias "Hnub tam sim no, tsis muaj kev tshawb fawb me me uas tau ntim thiab ntsuas qhov kev ua tau zoo thiab cov neeg siv khoom tus cwj pwm cuam tshuam txog kev hloov pauv cov khoom lag luam rov qab txoj cai," sau Thomas Robertson, tus thawj coj ntawm Jay H. Baker Retailing Center ntawm Wharton, thiab nws cov kws sau ntawv hauv ib daim ntawv hu ua "Ntau (Un) Zoo Siab Rov Qab Los?"

Robertson et al. qhia tias cov khw muag khoom yuav tsum muaj qhov rov qab los ua ib feem ntawm lawv cov neeg siv khoom taug kev qauv. Feem ntau cov qauv no tsom rau kev yuav khoom raws li "qhov chaw thiab txhua yam uas tuaj tom qab yog suav tias muaj feem cuam tshuam rau qhov nws ua rau lwm qhov kev yuav khoom."

Txawm li cas los xij, cov neeg tau txais kev pabcuam tau siv cov khoom xa rov qab mus rau qhov zoo tshaj plaws - bracketing apparel purchases for size or ordering many color - so that the "status of purchase as a destination is eroded."

Cov kws tshawb fawb qhia tias kev xa rov qab yuav tsum suav tias yog ib feem ntawm qhov sib txawv tom qab kev yuav khoom hauv kev taug kev. Kev xa rov qab tuaj yeem ua haujlwm "txoj kev rov qab mus rau lwm theem hauv kev taug kev," tus txhawb nqa rau kev taug kev tshiab, yog tias ib yam khoom tsis zoo, lossis ib kauj ruam uas ua rau muaj kev sib txawv ntawm cov khw muag khoom, xws li kev yuav khoom hauv online rov qab mus rau tom khw.

goTRG's Rop pom kev yuav-online-rov qab-rau-khoom ua ib qho kev xav tau zoo nrog cov khw muag khoom hauv online tsis pub rov qab them nqi rau cov khoom xa rov qab rau lub khw. Cov khw muag khoom yog li txhawb cov neeg yuav khoom rau ntau lub ntsej muag hauv khw muag khoom uas lawv muaj sijhawm los ua lwm qhov muag.

Thiab yuav-online-rov qab-rau-lub khw yuav muaj txiaj ntsig ntxiv. Nws tuaj yeem txo cov kev rov qab los yav tom ntej yog "cov neeg muag khoom teb rau kev rov qab los nrog kev tsim kev sib raug zoo," Robertson li al. qhia.

Cov kws tshawb fawb tau txheeb xyuas 20 lub ntsiab lus hais txog kev rov qab los uas tau siav rau kev tshawb nrhiav ntxiv. Tshaj li kev sib koom ua ke cov khoom xa rov qab mus rau hauv cov khw muag khoom 'cov neeg siv khoom taug kev maps, xav tau kev kawm ntxiv nyob rau hauv thaj tsam ntawm kev dag ntxias rov qab, cuam tshuam rau cov saw hlau, logistics, cov khw muag khoom lub koob npe nrov thiab cov neeg siv khoom ncaj ncees.

Lawv kuj ntseeg tias yuav tsum muaj kev tshawb fawb ntxiv rau hauv txoj hauv kev uas cov khw muag khoom tau cob qhia cov neeg siv khoom kom rov qab tau cov khoom muag ntau dua thiab yuav ua li cas cov neeg siv khoom tuaj yeem rov qab los tsawg dua.

"Yooj yim rov qab hloov pauv cov neeg siv khoom cov lus cog tseg. Kev yuav khoom tau dhau los ua ib ntus thiab kev txiav txim siab tsis tau ua hauv khw lossis hauv lub vev xaib, tab sis hloov ua kua thiab nruab nrab, nrog rau qhov kev txiav txim siab kawg tau hloov mus rau qee lub sijhawm yav tom ntej thaum cov neeg siv khoom txiav txim siab zaum kawg khaws lossis xa rov qab ib yam khoom uas twb tau yuav lawm, ”lawv sau.

Rov qab npaj rau kev kho dua tshiab

Cov kev xav hauv qab no cov cai rov qab los yuav tsis tuav lawm. "Kev xa rov qab tau hloov los ntawm qhov teeb meem kev thauj mus los tsis tu ncua mus rau qhov muaj zog thiab feem ntau yog qhov tseem ceeb ntawm cov qauv kev lag luam muag khoom," Roberston thiab. al. sau.

"Cov kev cia siab ntawm cov neeg siv khoom, cov qauv thiab tus cwj pwm tau hloov pauv sai heev hauv lub sijhawm luv luv. Txawm hais tias qee tus neeg muag khoom tau txheeb xyuas (muaj peev xwm) cov hauv kev hauv cov tswv yim rov qab cov khoom tshiab, qhov txaus ntshai rau cov khw muag khoom yog qhov tiag. "

Thiab qhov tseem ceeb ntawm qhov txaus ntshai yog tias ntau tus neeg muag khoom "tsis muaj lub tswv yim sib koom ua ke ntawm qhov twg rov qab los rau hauv lawv lub tswv yim thiab zoo li tsis tau tsim cov nqi rov qab rau hauv lawv cov qauv kev lag luam txhua," lawv sau.

Aaron Orendorff: koj puas xav tau ntau tus thwjtim?, yav dhau los tus kws kho mob ntawm Shopify Plus, muab nws succinctly, "Kev xa rov qab tuaj yeem yog kab mob - aggressively attacks profit margins, gutting conversion tus nqi, thiab thaum kawg hem koj lub lag luam."

Tsis muaj lus teb yooj yim rau kev xa rov qab, tab sis ib yam yog qhov tseeb, nrog rau cov nqi xa rov qab ze li ob npaug ntawm xyoo dhau los, ntau cov khw muag khoom yuav tau saib xyuas lawv cov cai rov qab los. Lawv xav tau cov cai rov qab uas ua haujlwm zoo dua rau lawv txoj kev lag luam thiab cov neeg siv khoom tuaj yeem ua tiav ntau qhov kev nqa hnyav raws li qhov tshwm sim.