Kūʻai kūʻai: Eia I Keia lā, Eia ʻApōpō

Kūʻai mākou āpau. Ma hea mākou e noho ai, ka mea a mākou e hana ai a pehea mākou e hana ai, pono mākou i "mea" a ʻo ke ala wale nō e loaʻa ai (pōkole o ka ulu ʻana iā mākou iho) ʻo ia ke kūʻai (a i ʻole e kūʻai kekahi iā ia na mākou). No laila, inā he hana a mākou e hoʻopau ai a i ʻelele ai paha, ma ka hopena o ka lā - ua "Kūʻai. "

Trillions i ka waiwai

I ka 2017, ua hoʻokumu ka ʻoihana kūʻai kūʻai US he $ 1.14 trillion i hoʻohui waiwai ʻia a hana ʻia he 4.8 miliona mau hana i unuhi ʻia i 5.9 pakeneka o ka huahana kūloko nui a US. ʻO ka mahele nui loa? Automotive, waiwai ʻia ma $ 212 biliona; ua loaʻa nā hale kūʻai mea kūʻai i ka lua, ma $ 167 biliona; ua hōʻea aku nā mea kūʻai aku maʻamau i ka wahi ʻekolu ma $ 161 biliona. Kākoʻo ka ʻoihana i $ 1.5 trillion ma ka mahele nui, hāʻawi kālā $ 2.2 trillion ma o ka ʻoihana hana US.

ʻO ka mahele ulu wikiwiki loa no ke kūʻai aku ʻana he e-commerce a ma 2020 e manaʻo ʻia e piʻi i kahi waiwai o $ 523 biliona, me ka ulu ulu o 9.32 pakeneka i kēlā me kēia makahiki. Ma o 2020, 270 miliona mau mea kūʻai aku e hoʻohana i kā lākou polokalamu kelepona e noiʻi a kūʻai i nā huahana (i ka makahiki 2015 miliona wale nō ka helu).

Requiem no kahi hale kūʻai

I ka makahiki 2018, ua hoʻoholo ka poʻokela o JC Penney ʻo Mike Ullman e 25 wale nō pakeneka o nā hale kūʻai kūʻai 1200 o ʻAmelika e ola i nā makahiki ʻelima e hiki mai ana. I ka makahiki 2018, ua faila nā mea kūʻai aku no ka panakalupa ma nā helu kiʻekiʻe a ua hoʻokomo ʻia ʻo Nine West, Claire's a me Toys R Us.

Wahi a Rick Caruso, mea hoʻomohala o The Grove Mall (Los Angeles), "ʻO ke mall i loko o ke ʻano he anronism e hoʻomau ana e holo pono ʻole no ka mea ua hemo ia i ka makemake o ka poʻe e ola i ko lākou ola." Noho mau nā malls i kahi hōʻiliʻili o nā mea kūʻai aku me kahi mau wahi ʻaina a me nā koho leʻaleʻa i hoʻolei ʻia i ka hui.

Ua hala paha nā mea hoʻomohala o Malls i ka memo i ʻike e makemake ana ka poʻe e pili pilikino a hana a ʻimi i kahi "ʻike" me ke kūʻai ʻana i kahi huahana o ka hana. Pono ka mea hoʻomohala mall e ʻimi i nā ala e paipai a hōʻeuʻeu i ka poʻe e noho manawa i ke ākea ma o ka hoʻokumu ʻana i nā ʻike e makemake ai ka poʻe e ʻoliʻoli.

Hoʻohui: Hoʻokipa, Hana a me Kūʻai

E lawe i nā malls mai ke kākoʻo ola, ua ʻōlelo ʻo Oliver Chen (Cowan a me Company):

1. Hana maʻalahi i ke kūʻai ʻana. Lawe i ka hakakā ma waho o ke kūʻai ʻana (e noʻonoʻo e kiʻi ʻo Amazon a me Walmart kaʻa).
2. Curate no ka pilina ma o ka hoʻokumu ʻana i kahi moʻomeheu e hiki ai i ka poʻe ke launa pū kekahi me kekahi.

Hiki ke hoʻopili maʻalahi ʻia nā wahi / mall hoʻonui i nā hale waihona puke, nā hale hōʻikeʻike, nā kaiāulu mōʻaukala, nā lumi hālāwai no nā hui kaiāulu, nā lumi papa o ke kaiaulu kaiaulu, nā keʻena hana, nā keʻena no nā keʻena aupuni a me nā luna i koho ʻia a me nā manawa kūpono no nā kūkā kamaʻilio lehulehu.

Hiki ke hoʻohana ʻia nā hakahaka no nā hale haʻuki a me nā kikowaena hoʻoikaika kino, nā lawelawe olakino a me nā niho, a me nā pā hale meaʻai olakino me nā hale kūʻai kūʻai e hōʻike ana i ka mahiʻai i nā papa ʻaina a me nā papa kuke a me nā ʻona a me nā ʻuhane.

Nā kaha o ka hoʻokaʻawale ʻana

Hōʻike ka noiʻi he omnichannel ka wā e hiki mai ana i ke kūʻai ʻana. I kēia manawa, ʻaneʻane 90 pākēneka o nā kūʻai āpau āpau e hana ʻia i nā hale kūʻai me ke kūʻai aku ʻana ma ka pūnaewele e hōʻea ana ma kahi o 10 pākēneka o nā kūʻai liʻiliʻi, e hōʻike maopopo ana i kahi no ka ulu.

Ua mamao loa aku ke kūʻai aku. I kēia manawa aia ma kahi o 1 miliona mau hale kūʻai kūʻai ma waena o ka US, a ua ulu nā kūʻai kūʻai aku ma kahi o 4 pākēneka makahiki mai 2010.

Ke pani nei nā mea kūʻai aku he nui ʻoiai e hoʻonui ana nā mea ʻē aʻe. Ua wehe ʻo Costco i nā hale kūʻai he 23 hou ma 2015 a ua hoʻolālā ʻia nā puka hou he 31 (17 ma USA). Ke hoʻohui nei ʻo Dollar General i nā hale kūʻai he 900, a ʻo Dollar Tree, Dālā ʻohana, Aldi, Lidl, ʻelima ma lalo a me Hobby Lobby e wehe nei i nā wahi hou. Wahi a Business Insider, e wehe ʻia nā hale kūʻai hou he 2100 i ka makahiki e hiki mai ana.

ʻO ka hōʻike a ka Hui IHL, ʻo Radical Transformation o Retail, i hoʻoholo ʻia no kēlā me kēia pani pani ʻana, e wehe ʻia ana nā hale kūʻai ʻelua. ʻO ka meaʻai, ka lāʻau lapaʻau, ka maʻalahi a me nā mea kūʻai aku / hui ukana nui i hōʻike i nā ʻoihana 3.7 e hoʻohui nei i nā hale kūʻai hou no kēlā me kēia mea i pani ʻia. Ua hoʻoholo ʻo IHL e komo nā hale kūʻai i 81 pākēneka o nā kūʻai kūʻai aku āpau ma 2021.

Mahele hanauna

Loaʻa i kēlā me kēia hanauna kāna hana kūʻai. E hoʻomau paha ka hanauna Z a me nā Millennial i ka ʻano kuʻuna; akā naʻe, hopohopo paha nā Millennial e ke ʻano kūʻai like / like a ʻimi i nā ʻike hou. Ke hakakā nei nā Generation X a me Baby Boomers me ka ʻōnaehana kūʻai / loaʻa a me ka ʻike ma hope o ke kūʻai ʻana (ie, ke kākau nei i kahi loiloi, e hoʻi nei).

Manaʻo nā mea kūʻai aku i nā mea kūʻai aku e hoʻoponopono a hoʻonā / hoʻopau i nā kiko ʻeha. Manaʻo ka poʻe kūʻai aku (ʻoi aku paha nā Millennial) e hāʻawi nā ʻenehana i nā ʻenehana i loko o kā lākou ʻike kūʻai, e lawe nei i ka wānana ma waho o ka ʻike kūʻai mua.

I mea e ʻumeʻume ai i nā mea kūʻai aku hou me ka mālama ʻana i nā hanauna kahiko, pono i nā mea kūʻai aku e kiʻi i ka hana a lākou e hana nei.

Nā Kūʻai Kūʻai o nā poʻo: Nā mea e noʻonoʻo ai

1. Underutilized waiwai. Mai ka hakahaka (s) a me ka papa inoa i ka hana a me ka ʻenehana, aia ka nui o ka ʻōpala i ka ʻōnaehana
2. Lilo i ka hoʻopā kanaka. Mahalo paha nā mea kūʻai aku? Mahalo paha iā lākou no ka lawe manawa ʻana mai kā lākou hana nui e hoʻolilo ai i kā lākou kālā i loko o kāu hale kūʻai, e kūʻai ana i kāu mea kūʻai aku.
3. Mishandling lama a me ke keʻakeʻa ʻana i nā mea kūʻai aku. Ke hoʻohana nei paha ʻoe i nā hoʻolaha pukaaniani i loko o kahi moʻolelo nūhou, e keʻakeʻa nei i ka heluhelu ʻana o kahi mea kūʻai aku? E haʻi paha nā hoʻolaha ma nā pahi, nā subway, a me nā papahō alanui i kahi moʻolelo a i ʻole hoʻopiha wale i kahi.
4. Ka makaʻu (ka ʻike pilikino a me ka palekana). Hoʻonāukiuki nā mea kūʻai aku ke hoʻouna aku kahi algorithm i nā hoʻolaha leka uila no nā kāmaʻa a i ʻole kahi huakaʻi i Palani, ma hope koke iho o kā lākou kūʻai ʻana mai i nā kāmaʻa a hoʻopaʻa i ka mokulele. He mea ʻole ke nānā aku i nā ʻoihana a lākou i lohe ʻole ai e pili ana i kā lākou ʻikepili pilikino a hoʻonui i kā lākou makemake a me nā pono.

Hōʻike i ka mea kūʻai aku āu e mālama ai

ʻImi nā mea kūʻai aku i ka ʻike kūʻai maikaʻi loa a mālama ʻole iā ʻoe, kou brand a i kāu hale kūʻai (i kēlā me kēia ʻano. Pono nā mea kūʻai aku e pivot a maʻalahi, mākaukau e hoʻopili i ka mea kūʻai aku i kēlā me kēia manawa a me nā wahi a ka mea kūʻai aku i ke kaʻina kūʻai. E hana ana nā mea kūʻai aku i ka luʻu hohonu i loko o kā lākou waihonaʻikepili mea kūʻai, a hoʻolālā i nā ʻike o ka mea kūʻai aku-centric, kūkulu hou i ke kūpaʻa i ka makahiki o ka mea hoʻohana mana.

Aia i ka mea kūʻai aku e hoʻomohala i kahi ʻike seamless a ʻaʻole e noʻonoʻo i nā hiʻohiʻona huahana. Hiki ke hoʻokō i kēia ma ka noʻonoʻo ʻana:

1. Kūʻai ʻo Multichannel i nā ʻike ma o ka hoʻomohala ʻana i nā ʻike e-kūʻai akamai a me ka hoʻouna wikiwiki ʻana i seamless.
2. Ke kāwili nei a me ke kūʻai aku ʻana laina laina ʻole ma ka hoʻohālikelike ʻana i nā koho ma ka pūnaewele, ke kūʻai ʻana i ka pūnaewele a me ka ʻohi ʻana i ka hale kūʻai a i ʻole ka hoʻohana ʻana i ka paipai ʻana i nā mea kūʻai aku e hoʻohana i kā lākou kelepona no ka nānā ʻana i nā kumukūʻai ʻoiai e makemake ana e kūkākūkā i nā koho kumu kūʻai.

Ua ʻike ʻia ka noiʻi e Price Waterhouse Cooper he 73 pākēneka o ka poʻe kūʻai e ʻōlelo he maikaʻi nā māka maikaʻi ma hope o kā lākou hoʻoholo hoʻoholo. Hoʻololi paha nā kumukūʻai a me nā hāʻawi kūikawā i kekahi mau mea kūʻai aku, akā ʻoi aku ka nui o ka hoʻomohala ʻana i ka kūpaʻa o ka mea kūʻai aku ma mua o ka nānā ʻana i ke kumukūʻai.

Hoike Robbin. Nā Radical Kalepa. Polokalamu 2019

I kēlā me kēia makahiki, mālama ka hui ʻo Robin Report i kahi hui o nā mea kūʻai aku a me kā lākou mau inoa e hoʻolālā nei i nā ala hou e māʻona ai nā makemake a me nā pono o nā mea kūʻai aku, e ʻike ana i nā huahana a me nā lawelawe e hoʻomaikaʻi ai i ke ola, palekana, ʻoi aku ka maikaʻi a me / a i ʻole hoʻokipa. Hoʻomaka ʻia e Robin Lewis, i manaʻo ʻia he guru ʻoihana kūʻai, ʻo Lewis kekahi mea kākau, haʻi ʻōlelo a kūkākūkā i nā mea kūʻai aku a me nā ʻoihana huahana mea kūʻai aku

Kuhi ʻia ka hanana. Nā mea kūʻai liʻiliʻi a me kā lākou mau mana

Kūʻai Kūʻai Kūʻokoʻa

ʻO Hunsicker ka mea i hoʻokumu a me CEO o CaaStle, kahi papahana ʻenehana B2B kipi e hāʻawi ana i ka mana i nā mea kūʻai aku a me nā lama e komo i loko o kahi hoʻokele waiwai hou. Hāʻawi ʻo CaaStle i nā mea kūʻai aku e hāʻawi i ka lole ma ke ʻano he lawelawe (CaaS) i kā lākou mea kūʻai aku a me nā manawa kūpono e pono ai ka mea kūʻai aku a me ka mea kūʻai aku. Hiki i ka mea kūʻai aku ke hoʻokolohua me ka laikini e ka hoʻolimalima ʻana (a, malia paha, ʻona ʻia) nā lole e ke kiʻi ʻana i kahi hōʻiliʻili e hoʻohuli i kēlā me kēia mahina. ʻO nā hoa like ʻo Brand me Ann Taylor, NY & Co, Express, Rebecca Taylor, American Eagle, Gwynnie Bee. Ua ʻike ʻia ʻo CaaStle e Fast Company ma ke ʻano he ʻoihana ʻoihana hou loa o ka honua - 2019.

Me nā makahiki he 40 a ʻoi o ka ʻike e alakaʻi ana i ka hoʻohuihui hoʻolālā o ka hoʻolālā, hoʻolālā a me nā mea kūʻai aku, kūʻai aku a me nā māka i ka hale kūʻai, hoʻokipa a me ka hoʻokipa, ʻo Roche (a me kāna kinipōpō aniani), e hoʻolālā i nā wahi / wahi no ka ʻike kūʻai hope loa.

Hiki iā mākou ke hoʻomaikaʻi aku iā Roche no ka hana ʻana i kahi e kūʻai ai no Le Bon Marche a me la Grande Epicerie a ʻo Selfridges Group, nā moʻolelo ʻoihana ʻo Bijenkorf (Netherlands), ka Rotterdam City Center a me ka Meadowood Resort a me ka Waihona Waina ma ke awāwa ʻo Napa.

Hoʻolālā ʻo Roche i nā wahi e uku ai i ka mea kipa, "Inā lākou e hele mai nei i kāu hale kūʻai, e hāʻawi ana iā ʻoe i ko lākou manawa, pono ʻoe e hāʻawi iā lākou i kahi mea i ka hoʻihoʻi - e like me kahi wahi maikaʻi. ʻOi aku ka hoʻolālā ma mua o ke ʻano o kekahi mea, ulana ʻia i kāu hana. "

ʻO ka ʻike kalepa e pono ai ka wili-liʻiliʻi. Ua hoʻoholo ʻo Timmins, ʻo ka ʻike i loko o ka hale kūʻai kūleʻa e hāʻawi i kahi kaiapili, pilipili, hoʻokipa, pili, kūpono, a me kahi kikowaena hāʻawi. E hoʻoulu ʻia ka hakahaka e ka moʻomeheu kūloko, i hana ʻia ma o ka ʻike akamai.

Inā he mea e pili ana i ka kalepa ʻana, ua ʻike ʻo Cohen iā ia, ua hana, loiloi ʻia, a aʻo ʻia a hana paha ia. Ua kia i ka retailing mai ke puka 'ana mai ke Kulanui o Columbia (1971, MBA; 1969 BS uila uila). No 20 mau makahiki ʻo ia he luna c-suite, i pili pū me Sears Canada Inc., Softlines (Sears Roebuck & Co), Bradlees Inc. a me Lazarus Department Stores. Ua launa pū ʻia ʻo ia me Abraham & Strauss, The Gap, Lord & Taylor, Mervyn's a me Goldsmith's Department Stores. Mai ka makahiki 2006 he lālā ʻo ia no ke kumu o ke kula kiʻekiʻe ʻoihana ʻo ke Kulanui ʻo Columbia, ke aʻo ʻana i nā papa ma ke alakaʻi ʻana i ke kūʻai aku ʻana, nā waiwai kūʻai aku a me kahi papa hana i ka hoʻokumu ʻana i kahi ʻoihana kūʻai.

Ma luna o 300 mau poʻe i hele i ka hālāwai kūkā hoʻokahi lā, e pili ana i nā luna ʻoihana kūʻai, nā mea hoʻomohala polokalamu, nā mea noiʻi kūʻai aku, nā kālaiʻike a me nā mea nūpepa.

Nā mea e manaʻo ai

Wahi a Ian Gomar, Hoa, Luna Hoʻolālā & Luna E-Com, o nā Aliʻi Nui i waho, aia kahi wā e hiki mai ana no ke kūʻai liʻiliʻi ʻana. Hiki iā mākou ke nānā i mua i ka hoʻonui ʻana i ka pilikino, a me ka pane wikiwiki i nā pono a me nā makemake o ka mea kūʻai. Ma o ka hoʻonui ʻia ʻana o ka hoʻohana ʻana i nā algorithms a me ka aʻo ʻana i ka mīkini, e hiki iā mākou ke hana i kā mākou mau hoʻoholo kūʻai maʻalahi a kūlike hoʻi me ko mākou nohona a me kā mākou moʻohelu kālā.

Ua hoʻoholo ʻo Gomar e hoʻokumu ʻia nā leka hoʻolaha i nā heluna kanaka o ka mea kūʻai no ka mea ʻike ka mea kūʻai aku i kahi a mākou e noho ai a me ke ʻano o ka nohona, ka ʻimi a me ke kūʻai ʻana. E hoʻopili ʻia nā mea āpau, no laila hiki iā mākou ke hana maʻalahi i nā loaʻa ma o kā mākou kelepona paʻalima, ʻenehana home, kaʻa, a me ka papa. E hoʻouna ʻia nā huahana i ka wikiwiki, pinepine i loko o hoʻokahi hola a i ʻole, inā makemake mākou, hiki iā mākou ke kiʻi i nā mea kūʻai aku ma ka hale kūʻai. Malia paha e hoʻopiha nā drones i ka lani me kā mākou pūʻolo mai Amazon a malia paha kā mākou mau fries mai MacDonald's a me nā puhi mai Sonic.

ʻAʻole mākou e hoʻomanaʻo hou i ka cereal ʻaina kakahiaka no nā keiki, a i ʻole pia no ka pāʻina poker. E hoʻopaʻa ʻia kā mākou mau makemake mau e nā kau inoa - hoʻokumu ʻia nā lawelawe, a hoʻohou hou ʻia e like me ka mea i hoʻopau ʻia. E loaʻa i nā hale kūʻai kahi paʻi liʻiliʻi o ka wāwae a pani i ka lawelawe ʻoi aku ka maikaʻi a me nā ʻano ʻokoʻa, e pani ana i nā wahi underutilized piha me nā mea i makemake ʻole ʻia e kekahi.

Ma kahi pae pilikino ke kali nei wau e hoʻouka i ka Star Trek Replicator - papahana ʻia e hana i ka martini hemolele. E loaʻa ka lepo i ka mīkini fax, no laila hiki iaʻu ke kauoha i kahi pizza wela me ka cauliflower a me nā heleuma, mākaukau e ʻai ke hāʻule ia i waho o ka pā.

I kēia manawa ua hui pū ka leʻaleʻa, ka hana a me ke kūʻai ʻana, he aha ka hope? No ka 'ike hou aku, Bus maanei.

© Kauka Elinor Garely. ʻAʻole hiki ke kope ʻia kēia ʻatikala kope, me nā kiʻi, me ka ʻole o ka ʻae palapala ʻia mai ka mea kākau.