Vim li cas Victoria's Secret Yog Yuav AdoreMe

Tag kis no Victoria's SecretSCRT
tshaj tawm tias nws tab tom yuav ncaj qha-rau-cov neeg siv khoom lag luam lingerie hom AdoreMe rau $ 400 lab nyiaj ntsuab ntxiv rau kev them nyiaj ntxiv. .

Feem ntau ntawm AdoreMe kev lag luam yog muag los ntawm kev tso npe. Cov neeg tau txais kev pab sau npe kom tau txais cov ris tsho hauv tsev txhua lub hlis thiab txiav txim siab seb puas yuav khaws lossis xa rov qab. Nws yog ib txoj hauv kev ntawm cov khw muag khoom uas tau txais qee qhov kev sib tw thaum muaj kev sib kis tab sis nws tseem tsis yog hom muag uas feem ntau cov khw muag khoom tau txais.

Vim Li Cas Ib Tus Neeg Muag Khoom Yuav Txaus Siab rau Subscription

Nyob rau hauv Retail Brew tsis ntev los no qhov ua siab tshaj, Tyler Williams, Tus Thawj Coj ntawm Brand Experience ntawm Zappos, tham txog kev hloov pauv. Nws hais tias, "Txoj kev qhia tias nws tsis yog qhov ceev tshaj plaws thiab muaj zog tshaj plaws uas muaj sia nyob," nws hais tias, "nws yog qhov hloov tau tshaj plaws."

Dab tsi yog tsim qhov xav tau rau kev hloov pauv tam sim no yog qhov tawg hauv kev lag luam tus nqi uas tau tsav los ntawm kev hloov pauv thev naus laus zis tsis ntev los no ntawm GoogleGOOG
thiab Facebook. Thaum cov khw muag khoom sib sau ua ke hnub no, tus nqi ntawm kev lag luam yog qhov lawv tab tom tham txog.

Ib yam uas lawv tsis tham txog yog yuav ua li cas lawv yuav txuag tau nyiaj ntawm kev lag luam los ntawm kev muag khoom ntawm kev tso npe.

Cov khw muag khoom feem ntau ntseeg tias kev xav txog kev tso npe raws li lub khw muag khoom tsis yog qhov tseeb lossis cuam tshuam. Kev ntseeg yog tias nws tsis yog lub khw muag khoom loj, nws yog qhov koj muag cov ntawv tshaj tawm thiab cov kev pabcuam.

Tias yog vim li cas kev xav hloov pauv yog qhov tseem ceeb thiab vim li cas nws thiaj li zoo siab tias Victoria's Secret tab tom bucking tus qauv thiab embracing subscription li muag channel.

Ruth Bernstein, CEO ntawm lub koom haum muaj tswv yim Yard NYC, tau hais hauv tib lub rooj sib tham Retail Brew, "cov tuam txhab yog cov kab mob muaj sia," thiab lawv cov phiaj xwm "yuav tsum suav nrog txhua qhov nruab nrab lossis lub platform." Kev lag luam tsis yog txhais los ntawm kev muag hauv khw muag khoom lossis ncaj qha rau cov neeg siv khoom lossis kev tso npe, nws yuav tsum hloov kho nws txoj kev xav kom hloov pauv thiab loj hlob.

Nws tsis yog tsuas yog lingerie uas tsim nyog rau kev tso npe, feem ntau yuav muaj txhua yam koj muaj rau noj tshais hauv tsev yog tsim rau kev muag khoom los ntawm kev tso npe ib yam nkaus. Yuav luag txhua yam khoom hauv koj chav dej kuj yog. Thiab yuav luag txhua yam khoom qab zib hauv koj lub tsev yog ib yam. Thiab ntau lwm yam yog tias koj pib ncab koj lub siab rau nws.

Jennifer Peters, DTC Tus Thawj Coj ntawm lub tuam txhab tshuaj vitamin thiab tshuaj hu ua Olly (tam sim no muaj los ntawm UnileverUL
) tham ntawm lub rooj sib tham txog yuav ua li cas subscription tsis yog ib tug channel rau muag. Nws yog ib txoj hauv kev los tsim kev sib raug zoo, nws hais tias, nrog qhov nws hu, "kev paub dhau los thiab kev pabcuam," zoo li cov qauv ntxiv rau cov neeg siv khoom. "Yog tias koj tuaj rau peb, koj mob siab rau ntau lub npe yog li peb yuav tsum tau saib xyuas koj ntau," nws hais.

Feem ntau cov khw muag khoom tsis xav txog nws txoj kev no tab sis kev tso npe tuaj yeem siv tau kom tau txais thiab khaws cov neeg siv khoom, qhov teeb meem loj tshaj plaws hauv khw muag khoom tam sim no. Peters ntawm Olly hais tias, "ua rau cov neeg siv khoom xav tias tshwj xeeb, yuav tsav txhua KPI (qhov ntsuas qhov tseem ceeb) koj muaj."

Thiab tseem, tsis tshua muaj neeg muag khoom tsom rau kev ntes koj cov tshuaj txhuam hniav lossis noj tshais oatmeal lossis ketchup subscription. Peters hais tias, "yog tias koj muag cov khoom siv, kev tso npe yog qhov tseem ceeb."

Subscription tsis yog lo lus teb rau txhua yam tab sis nws yog ib qho ntxiv channel uas tuaj yeem siv los muag rau cov neeg siv khoom. Yog tias cov yam ntxwv ntawm kev tso npe, xws li kho qhov zaus ntawm kev xa khoom lossis txawm tias tshem tawm, yooj yim txaus ua, cov neeg siv khoom yuav hloov kho.

Feem ntau ntawm cov khoom nyob rau hauv lub hauv paus ntawm ib lub tsev loj, cov khoom koj pom thaum koj nce mus rau hauv lub aisles, yog haum rau subscription. Ntev dhau los, cov khw muag khoom tau kawm yuav ua li cas muab cov khoom lag luam hauv ntau txoj hauv kev xws li hauv khw thiab hauv online.

Qhov ntawd tau siv sijhawm thiab nws yuav siv sijhawm rau lawv los xav txog yuav ua li cas kev tso npe yuav siv tau hauv lawv txoj kev lag luam thiab. Tab sis nws yuav tshwm sim vim nws yuav tsum.

John Aylward, Tus Thawj Saib Xyuas Kev Lag Luam ntawm JC PenneyJCP
, taw qhia tias tsis zoo li cov ntawv tshaj tawm thiab TV kev lag luam, kev lag luam online yog ntsuas tau; koj paub meej tias pes tsawg tus neeg siv khoom tau nyem rau ntawm kev tshaj tawm thiab yuav. Tab sis qhov ntawd tuaj yeem cuam tshuam los ntawm lub hom phiaj kawg, nws tau taw qhia. "Koj tab tom sim tsav kev sib raug zoo, koj tsis yog sim tsav kev lag luam xwb, peb xav coj cov neeg siv khoom rov qab thiab pab lawv dhau sijhawm."

Subscription yog qhov zoo tagnrho rau cov khoom yuav rov ua dua thiab muaj peev xwm ua tau ntau dua li cov khw muag khoom xav txog tam sim no; lingerie tsuas yog pib, raws li Aylward. Aylward tau hais tias "Txhua yam hauv tsev thiab khaub ncaws tau rov yuav khoom, tshwj xeeb tshaj yog rau menyuam yaus thiab menyuam yaus," Aylward tau hais.

Kev xav hloov pauv ntawm kev tso npe thiab kev koom ua ke rau hauv cov cuab yeej siv siab ntseeg thiab kev sib raug zoo nrog cov neeg siv khoom yog qhov muaj lub sijhawm loj. Qhov ntau ntawm cov khoom yog dav dua li txoj kev uas feem ntau cov khw muag khoom muab rau tam sim no.

Tsis yog txhua tus neeg muag khoom muaj peev xwm ua tau raws li lub sijhawm, kev ua siab ntev, peev thiab kev coj noj coj ua rau qhov kev hloov pauv zoo li no. Cov uas yog yuav coj kom zoo dua ntawm cov khw muag khoom channel uas tsawg heev tuam txhab uas muag yog maximizing.

Victoria's Secret tau txais AdoreMe yog tsav los ntawm kev paub tias kev tso npe yog ib qho channel uas tsis tau siv nrog lub sijhawm loj. Peb yuav pom ntau qhov kev yuav khoom zoo li nws thiab nthuav mus rau kev tso npe yav tom ntej.