Tam sim no mus rau 140 xyoo hauv kev lag luam, Cincinnati-based Kroger tau nthuav tawm nws txoj kev thawb rau hauv kev muag khoom digital thaum muaj kev sib kis, thiab cov khw muag khoom noj khoom haus tsis tig rov qab.
Kroger tau txais ib lub tswv yim omnichannel, kev koom ua ke ntawm offline lossis hauv khw muag khoom nrog kev xaj online thiab kev xa khoom. Nws yog lub tswv yim uas tshwm sim hauv Suav teb xyoo 2016 thaum tus tsim Jack Ma ntawm kev lag luam e-lag luam loj Alibaba tau tsim lub sij hawm "Tshiab Retail" thiab pib qhib 300 high-tech Freshippo-branded supermarkets hauv 27 lub nroog Suav.
Tus qauv "Tshiab Retail" no tau "txiav thiab muab tso rau ntawm cov lag luam uas ua haujlwm hauv Suav teb," said Michael Zakkour, tus tsim ntawm kev lag luam digital thiab khw muag khoom sab laj 5 New Digital hauv New York. "Peb tab tom pom nws nrog Kroger, Target thiab Walmart. Lawv tau saib tus qauv Tshiab Muag Khoom yug hauv Suav teb kom ua tiav kev sib koom ua ke ntawm offline thiab online channel, "nws hais. "Kev xa khoom ib hnub, cov khw noj mov hauv khw, kev muag khoom app thiab QR cov lej yog txhua qhov chaw ci ntsa iab hauv txhua qhov ntawm lawv, thiab txhua yam tshwm sim thawj zaug hauv Suav teb."
Thaum xub thawj, kev sib tw heev thiab tawg paj hauv Asmeskas cov khw muag khoom noj khoom haus tau qeeb qeeb. Tab sis qhov kev txiav txim tau dhia pib thaum Amazon Yuav Tag Nrho Cov Khoom Noj Ua Lag Luam Hauv 2017 thiab pib qhia ntau lub thev naus laus zis los ua kom yooj yim hauv khw muag khoom, kev hloov pauv uas tseem kis mus rau cov khw muag khoom loj. Walmart thiab Target.
"Koj tsuas yog tsis tuaj yeem ua tus muag khoom xyoo 1990. Koj yuav tsum ua siab loj, rhuav tshem txhua yam, thiab hloov kho sai sai, "said Yael Cosset, tus lwm thawj loj thiab tus thawj coj saib xyuas ntaub ntawv ntawm Kroger, uas yog tus thawj coj nws cov tswv yim thev naus laus zis thiab digital. Hauv nod rau Alibaba, nws hais tias Suav tuam txhab lag luam e-lag luam "tau ua tiav txoj haujlwm zoo hauv kev rov tsim kho cov qauv muag khoom, kev sib koom ua ke ntawm cib thiab mortar nrog e-lag luam hauv ntiaj teb online thiab offline."
SHANGHAI, CHINA - Lub Tsib Hlis 17: Cov neeg yuav khoom tos hauv kab mus kuaj tawm ntawm Alibaba Hema Fresh khw rau lub Tsib Hlis 17, 2022 hauv Shanghai, Suav.
Xov Xwm China | Xov Xwm China | Getty Dluab
Cosset tau ua tus thawj coj qhia txog kev ua lag luam omnichannel. Kroger qhov kev muag khoom tshiab txuas ua ke ua lag luam, e-lag luam thiab kev xa khoom: automated ua kom tiav cov chaw ntim khoom noj khoom haus; vans ua tib hnub xa mus rau tsev neeg; cov ntaub ntawv analytics muab kev nyeem ntxov ntawm cov neeg siv khoom nyiam; mobile apps faib cov neeg siv khoom tshaj tawm thiab daim coupon; on-premise "ghost kitchens" npaj pluas mov rau hauv khw tuaj tos lossis xa tsheb thauj khoom; QR cov lej tswj kev them nyiaj online ntawm tus kheej kos tawm; thiab cov chaw ua tiav hauv online loj thiab cov tsev khaws khoom cia siab rau cov neeg hlau rau kev ntim khoom, txheeb xyuas thiab thauj khoom xaj.
Tshiab automated ua kom tiav cov chaw yog ib feem tseem ceeb ntawm kev siv thev naus laus zis. Cov chaw no siv AI thiab neeg hlau los hloov cov neeg ua haujlwm hnyav ntawm kev txheeb xyuas thiab ntim cov khoom noj khoom haus rau kev xa khoom, thaum cov neeg ua haujlwm hauv chaw ua haujlwm xws li engineering thiab kev tswj xyuas cov khoom muag.
"Thaum koj saib cov khw muag khoom, muaj ob lub zog loj: tech thiab cov ntaub ntawv tshawb fawb, thiab thib ob, muab cov saw logistics thiab ua tiav," Zakkour tau hais. "Cov lus qhia uas cov neeg muag khoom Asmeskas tau kawm yog tias lawv cov haujlwm tuaj yeem ua haujlwm tau zoo dua nrog cov paj tau ntau dua thaum cov khw muag khoom thiab e-lag luam tau sib xyaw ua ke."
Zakkour tau qhab nia Kroger rau yog ib qho ntawm cov khw muag khoom hauv Teb Chaws Asmeskas uas muaj kev vam meej hauv kev siv txoj hauv kev no omnichannel. Cov neeg sib tw Walmart thiab Target tau siv nyiaj ntau heev, txawm tias nyob rau hauv kev lag luam qeeb, thiab nrog kev siv tshuab ua kom pom tseeb ntawm cov peev txheej tam sim no.
"A lub tuam txhab uas tsis muaj laser beam tsom rau tech uas Kroger ua yog qhov tsis zoo, "said Jim Russell, tus thawj coj ntawm peev tuam txhab Bahl & Gaynor hauv Cincinnati. "Cov kev hloov pauv digital no txuas ntxiv mus rau pem hauv ntej, thiab Kroger tau muab cov txiaj ntsig muaj zog heev hauv kev sib kis thiab lub sijhawm tom qab kis thoob qhov txhia chaw."
Cov khw muag khoom noj digital tau tawm thaum Covid, raws li cov neeg siv khoom nyiam e-lag luam, noj hauv tsev, thiab npaj zaub mov. Kroger cov lag luam digital tau nce mus rau ntau dua $ 10 nphom hauv xyoo 2020, thiab tau nce 113 feem pua hauv ob xyoos dhau los. Tsim los ntawm lub sijhawm no, Kroger lub hom phiaj yuav ua ob npaug ntawm nws cov nyiaj tau los digital los ntawm qhov kawg ntawm 2023. Kroger cov kev muag khoom digital tau nce 8 feem pua hauv lub quarter thib ob ntawm 2022, thaum nyob hauv khw thiab hauv online ua ke tau nce 5.8 feem pua los ntawm ib xyoo dhau los.
Cov khw muag khoom loj tau poob qis rau lwm qhov hauv kev lag luam e-lag luam nrog peb mus rau plaub feem pua ntawm tag nrho cov muag khoom tab sis tripled thaum muaj kev sib kis, raws li McKinsey, uas kwv yees tias e-lag luam yuav sawv cev 18 feem pua ntawm cov khw muag khoom muag hauv peb mus rau tsib xyoos tom ntej.
Russell tau hais tias "Peb tab tom nrhiav pom tias qhov kev hloov pauv digital no ua haujlwm zoo li cas ntawm Kroger," Russell tau hais. Nws tau taw qhia tias "ib nrab ntawm Kroger lub khw muag khoom app tab tom nqa cov lag luam nce ntxiv thiab ib nrab yog cov khoom noj khoom haus hauv khw muag khoom." Tag nrho cov tuam txhab muag khoom tau nce 4.1 feem pua hauv 2021 txog $ 137.9 nphom, thiab Kroger cia siab tias yuav nce li ntawm 4 feem pua rau 4.5 feem pua rau 2022.
Raws li Restock Kroger pib pib tsib xyoos dhau los, cov khw muag khoom ua ke ua ke lub cev thiab cov kev paub txog digital, ib lub tswv yim uas yuav tsum muaj kev nqis peev loj, mus sij hawm ntev hauv kev lag luam thiab kev tswj cov saw hlau, nrog rau cov ntaub ntawv txheeb xyuas kom nkag siab thiab kwv yees cov neeg siv khoom, thiab personalize kev lag luam.
Cosset tau hais tias "Peb tab tom siv cov ntaub ntawv los koom nrog cov neeg siv khoom los ntawm cov channel digital xws li apps thiab lub vev xaib nkag mus ua kom cov neeg siv khoom sib cuam tshuam, thiab coj mus rau lub neej kev ua lag luam tus kheej," Cosset tau hais. Nws tau taw qhia tias cov khw muag khoom loj tuaj yeem poob tus kheej kev sib txuas nrog cov neeg siv khoom uas lub khw hauv zos muab. Tab sis los ntawm kev siv cov ntaub ntawv thiab thev naus laus zis, Kroger tuaj yeem txuas tau zoo dua rau cov neeg siv khoom thiab kho tus kheej tshaj tawm thiab kev tshaj tawm online.
Cosset tau koom nrog Kroger hauv 2015 thaum lub khw muag khoom tau txais US cov cuab tam ntawm nws tus khub, London-based data science tuam txhab dunnhumby, qhov uas nws tuav cov thawj coj. Kroger tsim 84.51° raws li kev lag luam tshiab tawm ntawm dunnhumbyUSA, pab Kroger thiab lwm cov neeg siv khoom suav nrog Chaw Tsim Tshuaj & Twv Txiaj, Tso Tsheb Hlau Coca-Cola thiab Tesco. Cosset pib ua tus thawj coj Kroger lub tswv yim kev loj hlob digital thiab kev lag luam e-lag luam hauv 2017, thiab tau nce qib hauv 2019 los kuj tseem ua tus saib xyuas thev naus laus zis, thiab nws lub luag haujlwm tau nthuav dav dua ob xyoos dhau los kom suav nrog kev saib xyuas cov khoom noj khoom haus cov ntaub ntawv kev nkag siab chav tsev 84.51°.
Lwm qhov kev nrhiav tau uas ua pov thawj tseem ceeb rau lub tswv yim tshiab yog UK-based khw muag khoom e-lag luam lub tuam txhab Ocado Group, uas Kroger yuav hauv 2018 thiab koom tes nrog coj nws lub tsev xa khoom xa tuaj rau Asmeskas. Kroger tau qhib nws thawj peb lub chaw Ocado-khiav nyob ze Cincinnati, Atlanta thiab Orlando hauv 2021, thiab xyoo no tau ntxiv Dallas thiab Wisconsin. Ob peb qhov chaw ntxiv yog npaj. Cov chaw loj loj no tuaj yeem tswj hwm ntau txhiab tus xaj online txhua hnub, thiab cov chaw me me hauv cov chaw hais lus muab cov khoom xa tuaj ntawm mais kawg ntawm cov tsheb thauj khoom uas tuaj yeem tswj tau 20 xaj ib zaug.
Hilding Anderson, tus thawj coj ntawm lub tswv yim muag khoom, North America, ntawm Publicis Sapient tau hais tias "Cov khoom noj khoom haus hauv Asmeskas tau nyob tom qab qhov nkhaus keeb kwm cuam tshuam nrog UK, Fabkis thiab Lub Tebchaws Yelemees. "Cov neeg siv khoom Asmeskas tau qeeb dhau thiab cov neeg muag khoom tau tsom mus rau kev muaj sia nyob. Nws coj Covid rau Tebchaws Meskas kom tau txais kev muag khoom muag. "
Tau qhov twg los: https://www.cnbc.com/2022/09/25/what-kroger-walmart-target-learned-from-china-about-grocerys-future.html