Tus nqi siab tshaj uas koj yuav them rau 12-Pack yog dab tsi? Cov khw muag khoom nrhiav pom hauv lub sijhawm tiag tiag.

Hais tias cov chaw tsim khoom dej qab zib tab tom ntsib tus nqi nce siab. Hais tias lub tuam txhab xav kom nce tus nqi ntawm 12-pob kom rov qab cov nqi no, tab sis tsis muaj qhov muag muag. Tsis yog ua Hail Mary, nws sim ob peb nqe lus sib txawv. Hauv ob peb lub khw, tus nqi nce mus txog kaum xees. Lwm qhov nws nce los ntawm ib lub hlis twg. Tej zaum nws txo tus nqi hauv ob peb lub khw, ib yam nkaus.

Ces nws tos saib dab tsi tshwm sim. Yog tias qhov kev thov tseem hloov me ntsis ntawm tus nqi siab tshaj plaws, nws yuav txiav txim siab dov tus nqi tshiab hla ntau txhiab lub khw.

Zoo siab txais tos rau lub ntiaj teb ntawm kev kuaj tus nqi tiag tiag. Coca-Cola, Frito-Lay, Hershey, Neutrogena, Walgreens thiab JCPenney yog ntawm cov neeg siv khoom lag luam thiab cov khw muag khoom uas tau sim nrog cov nqi hloov pauv los txiav txim siab npaum li cas lawv tuaj yeem mus ua ntej kaw cov neeg siv khoom thiab poob muag.

David Moran, tus tsim thiab tus thawj coj ntawm Eversight Labs tau hais tias "Txhua yam yog kev sim txhua lub sijhawm," said David Moran, tus tsim thiab tus thawj coj ntawm Eversight Labs, uas muab cov thev naus laus zis thev naus laus zis.

Thaum cov tuam txhab lag luam ib txwm muaj peev xwm khiav qhov kev sim me me ua ntej dov tawm cov nqi hloov pauv, kev nce qib hauv thev naus laus zis tam sim no tso cai rau lawv khiav cov kev sim hauv ib qho chaw thiab tom qab ntawd txhim kho tus nqi rau txhua yam khoom hauv lawv cov khoom lag luam thoob plaws ntau txhiab lub khw.

Cov ntaub ntawv ntawm lub sijhawm tiag tiag tuaj yeem muab tau yooj yim rau lub sijhawm thaum tus neeg siv tus cwj pwm tau dhau los ua nyuaj rau kev kwv yees, thaum muaj kev sib kis thoob ntiaj teb thiab kev nce nqi ntawm 40-xyoo siab. Feem ntau, cov tuam txhab saib seb cov neeg siv khoom tau teb li cas rau tus nqi nce yav dhau los thiab sim ua kom pom tias lawv yuav teb li cas yav tom ntej. Lawv xav kom ceev faj kom tsis txhob nce tus nqi kom ua rau qhov muag muag muag. Txawm li cas los xij, cov ntaub ntawv los ntawm xyoo dhau los kuj tseem tuaj yeem raug pov tawm ntawm lub qhov rais hnub no.

Farla Efros, tus thawj coj ntawm HRC Retail Advisory ntawm Accenture hais tias "Cov ntaub ntawv keeb kwm tsis cuam tshuam tam sim no,"

Raws li cov ntaub ntawv keeb kwm, cov neeg siv khoom yuav tsum muaj kev cuam tshuam tsis zoo rau tus nqi nce. Txawm li cas los xij, cov tuam txhab siv cov khoom lag luam uas ua cov khoom noj txom ncauj, dej qab zib, khoom siv tu thiab lwm yam khoom siv hauv tsev tau hais tias cov neeg siv khoom tau txais txiaj ntsig ntau dua li qhov lawv xav tau. Lub hli tas los, Procter & Gamble tau hais tias elasticity - uas ntsuas qhov kev thov ntau npaum li cas rau cov khoom poob thaum tus nqi nce - tseem 20% mus rau 30% zoo dua li cov ntaub ntawv keeb kwm qhia.

"Txawm hais tias txhua lub puab tsaig uas cov neeg siv khoom xav tau yog muag lossis cov neeg siv khoom yuav rov qab los, peb tsis pom qhov ntawd hauv cov ntaub ntawv," Moran hais. "Nws yog me ntsis ntawm puzzler."

Moran muaj qhov muag dav dav qhov muag pom. Nws pab teeb tsa tus nqi rau qee lub tuam txhab loj tshaj plaws hauv ntiaj teb, uas ua tau nyiaj ntau txog $ 80 nphom hauv cov nyiaj tau los. Thaum nws pib pom lub caij ntuj sov dhau los tias cov nqi tau nce thiab cov neeg siv khoom zoo li tsis xav txog, nws xav paub tias muaj qee yam tsis raug rau cov ntaub ntawv lossis lub tuam txhab cov txheej txheem.

Nws tau muab ib pab neeg ntawm "nyiaj heev" Silicon Valley cov ntaub ntawv kws tshawb fawb los tshawb xyuas, cuam tshuam ntau tus neeg ua haujlwm ntawm txoj haujlwm uas nws tau ntxiv rau ntau xyoo ntawm kev ua haujlwm puv sijhawm hauv ib hlis. Tom qab ntawd nws txhais tes tshuaj xyuas txhua qhov elasticity tshwm sim rau cov neeg siv khoom noj khoom haus kom nkag siab zoo dua qhov tshwm sim.

Nws xaus? “Nws tsis yog cov algorithms uas ua tsis tau. Kuv tau kuaj mus rau qib nth, "said Moran. "Dab tsi tshwm sim yog cov neeg siv khoom tau hloov pauv."

Yog tias cov neeg siv khoom txuas ntxiv qhia tias lawv txaus siab yuav cov khoom qub txawm tias tus nqi nce, qhov tseem ceeb ua rau cov tuam txhab saib hauv lub sijhawm tso cai kom them nyiaj ntau dua. Yog tias cov neeg siv khoom balk ntawm tus nqi nce, ib lub tuam txhab yuav txiav txim siab tuav ntawm kev nce nqi.

Qee cov khw muag khoom tau sau tseg tias ib feem ntawm lawv cov neeg siv khoom, tshwj xeeb tshaj yog cov neeg tau nyiaj tsawg, tab tom pib xav tias kev nce nqi nce ntxiv thiab kho lawv cov kev siv nyiaj. Piv txwv li, Walmart tau sau tseg tias qee cov neeg siv khoom tau hloov los ntawm tag nrho cov nkas loos mis mus rau ib nrab nkas loos, thiab yuav ntau tus kheej-label versions ntawm pluas su nqaij thiab nqaij npuas kib.

Eversight's thev naus laus zis tuaj yeem suav qhov ntawd rau hauv tus account. Raws li cov lus pom zoo nws tau txais hauv khw muag khoom, nws yuav qhia kom txo tus nqi ntawm cov khoom tsim nyog xws li mis nyuj thiab qhob cij, qhov twg cov neeg siv khoom muaj kev nkag siab ntau dua rau cov nqi hloov pauv. Nws kuj tau pom zoo rau ntau lub tuam txhab uas lawv txo tus nqi ntawm cov khoom ntiag tug-label, kom lawv pheej yig, thaum nce tus nqi ntawm cov khoom lag luam npe.

Kev txais yuav cov ntaub ntawv ntawm lub sijhawm tiag tiag yog nrawm, pab roj 62% nce hauv kev muag khoom ntawm Eversight xyoo tas los. Cov tuam txhab uas siv nws cov thev naus laus zis feem ntau tuaj yeem loj hlob lawv cov nyiaj tau los ntawm 1% mus rau 3% thiab cov paj tau paj tag nrho los ntawm 2% mus rau 5%, Moran tau hais.

XAV PAUB NTAU LOS RAU FORBESXov Xwm Zoo Rau Cov Neeg Yuav Khoom: Cov Nqi Muag Khoom Muag Ua Kom Rov Qab LosBy Lauren Debter
XAV PAUB NTAU LOS RAU FORBESCov tuam txhab maj mam nce nqi thaum lawv tseem tuaj yeem ua tauBy Lauren Debter