如何将全渠道零售实施到您的在线商店

更新时间:14年2020月XNUMX日/作者:克里斯托弗·扬·贝尼特斯(Christopher Jan Benitez)

在销售中,如果您依靠零售商店的单个渠道,则不会成功。

You need to diversify by finding different ways to deliver your product or service in front of your target audience.您需要通过寻找在目标受众面前提供产品或服务的不同方法来实现多元化。 With increased visibility and presence, therefore, comes因此,随着可见度和存在度的提高, 更大的销售潜力.

Of course, I'm not just referring to online means.当然,我不仅指在线手段。 If you have to make a sale by getting your butt off the chair and selling door to door, then you如果您必须从椅子上脱下屁股并挨家挨户地进行销售,那么您 必须 do it!做吧! Making a profit is all about going outside your comfort zones to make people comfortable in buying from you.获利就是要走出您的舒适区,使人们放心地向您购买商品。

因此,如果要在零售商店中充实零售渠道,就需要研究全渠道零售。

在这篇文章中,您将了解什么是全渠道零售,以及为您的客户提供全渠道购物体验以提高销售和收入为目标的含义。

什么是全渠道零售?

全渠道零售是通过以下方式为消费者提供统一购物体验的方法 多种销售渠道。 Aside from your e-commerce shop and brick-and-mortar store, you can make a sale from social media, customer support, mobile apps, and others.除了电子商务商店和实体商店,您还可以通过社交媒体,客户支持,移动应用程序等进行销售。 Also, all channels work而且,所有渠道都可以 一起 使人们更容易从您的商店购买商品。

Since the omnichannel retail approach requires to you offer your business across multiple platforms, you need to manage your inventory much better.由于全渠道零售方法要求您跨多个平台提供业务,因此您需要更好地管理库存。 You can't just rely on lists and tabulated sheets manually written down by your employee.您不能仅仅依靠员工手动写下的列表和表格。

受欢迎的在线商店构建器,例如 Bigcommerce 让您在不同的市场上联系和销售您的产品。

由于全渠道零售,您需要 同步 your inventory by managing them from a single dashboard.通过单个仪表板管理库存。 Every sale from different channels automatically goes into the inventory platform.来自不同渠道的每笔销售都会自动进入库存平台。 This eliminates the manual process of managing your inventory and lets you focus on providing a seamless omnichannel shopping experience for your customers.这消除了管理库存的手动过程,使您可以集中精力为客户提供无缝的全渠道购物体验。

耐克(Nike)就是正确使用全渠道零售方法的一个例子。 每当客户进入其商店之一或访问其网站时,他们都会 经验 创新的运动装品牌.

例如,其在线商店NikeID为人们提供了一种途径,可以访问无法从其本地商店购买的独家产品。

Through Nike's approach to omnichannel retail, they are transforming the buying habits of customers.通过耐克的全渠道零售方式,它们正在改变顾客的购买习惯。 By requiring them to sign up for a NikeID account to purchase certain products, they create an online ecosystem for their customers to thrive and revel in. At the same time, they are educating customers to purchase online instead of going to stores since the former is much more convenient.通过要求他们注册一个NikeID帐户来购买某些产品,他们创建了一个在线生态系统,供客户蓬勃发展并吸引他们。与此同时,他们正在教育客户在线购买而不是去商店,因为前者是更方便。

如何开发全渠道零售体验

You don't need to have a sophisticated setup like Nike's for your omnichannel retail.您无需为全渠道零售设置像Nike这样的复杂设置。 The important thing is that you create different avenues for people to purchase from your business and synchronize all your channels for consistency.重要的是,您要为人们创建从企业购买的不同渠道,并同步所有渠道以保持一致性。

以下是有关如何开始的想法:

1-使用库存管理平台

shopify pos

As mentioned earlier, you need to collect all sales from different retail channels.如前所述,您需要收集来自不同零售渠道的所有销售额。 This way, you get accurate data not only of your inventory and product stocks but also how well each channel is selling.这样,您不仅可以获得库存和产品库存的准确数据,而且可以获得每个渠道的销售状况。 An inventory platform makes listing down your sales and managing your items much easier.库存平台使销售记录和项目管理变得更加容易。

这种平台的一个例子是 Shopify POS。 The platform also lets you accept different forms of payment, apply discounts and taxes, and email or text customers with a receipt of their purchase, to name a few.该平台还允许您接受不同的付款方式,应用折扣和税金,并通过电子邮件或短信向客户发送购买收据,仅举几例。 Shopify POS works best if you are using Shopify for your e-commerce site (如果您将Shopify用于电子商务网站,则Shopify POS效果最好(在此处了解有关Shopify的更多信息)。 However, you can also use the platform if you feel comfortable using it.但是,如果您感到舒适,也可以使用该平台。

2-使用营销自动化设置广告系列

mailchimp营销自动化

It's difficult to keep up with your retail business if you plan on manually selling your services to people via email or call.如果您打算通过电子邮件或电话手动向他人出售服务,那么跟上您的零售业务就很难了。 Even if you plan on hiring someone to do the job for you, that person needs more than just time and effort to get the job done.即使您计划雇用某人为您完成这项工作,该人也不仅需要时间和精力来完成工作。

A marketing automation tool makes reaching out to people much more comfortable for you.营销自动化工具可以使您更轻松地与人们联系。 You won't have to type out your emails one day at a time for sending and determine which part of your sales funnel your leads are.您不必每天一次输入电子邮件来发送并确定销售线索的销售渠道的哪一部分。 With a marketing automation tool, you can schedule your email campaigns in advance to your email list.使用营销自动化工具,您可以将电子邮件活动提前安排到电子邮件列表中。 Also, you can profile all your leads and customers accurately, so you have a clearer idea of how to get them to purchase from you again.此外,您可以准确地描述所有潜在客户和客户,因此您对如何让他们再次从您那里购买有了更清晰的了解。

Hubspot和Marketo是市场上两个著名的营销自动化软件。 However, if you're starting out,但是,如果您刚开始, MailChimp lets you collect up to 2,000 subscribers for free.可让您免费收集多达XNUMX个订阅者。 From there, you can set up email campaigns that you can track and measure to determine how to improve their performances.从那里,您可以设置电子邮件活动,您可以对其进行跟踪和衡量,以确定如何提高其效果。

一旦准备好过渡到市场营销自动化功能,MailChimp将与Shopify和Magento等电子商务平台同步,以便您可以提取客户数据库并使用该工具来管理销售渠道。

3-通过客户支持将咨询变成销售

的Zendesk

Customer support isn't just for answering questions or concerns people have about your business.客户支持不仅用于回答人们对您的业务的疑问或疑虑。 You can use this opportunity to ease people into purchasing products from your shop, if not improve relations with your advocates.您可以利用这个机会来减轻人们从您的商店购买产品的负担,如果不能改善与拥护者的关系。 Take this big fan of Virgin Atlantic who took his concerns about the brand public on Twitter.以维珍航空的这位超级粉丝为例,他在Twitter上表达了对品牌的关注。 Instead of shying away from the issue,与其回避问题, 维珍航空的客户支持回馈 不仅缓解了问题,而且使他感到自己很有价值和重要。

Building good relations with customers and potential clients can only lead good things for your brand.与客户和潜在客户建立良好的关系只会为您的品牌带来美好的事物。 Since people mostly take their frustrations out on social media, you need to monitor their messages and establish rapport with each one of them.由于人们大多在社交媒体上消除挫败感,因此您需要监控他们的信息并与他们中的每一个建立融洽的关系。  是一种有助于发现这些提及的工具,因此您可以接触基础并改善与他们的关系。

You also need to consider making it easier for people to reach out to you online or via phone.您还需要考虑使人们更容易在线或通过电话与您联系。 A catch-all contact page is no longer enough since not all problems that they encounter with your brand are the same.全面的联系页面已不再足够,因为并非他们与您的品牌遇到的所有问题都是相同的。 Therefore, a tool like因此,类似 Zendesk make lines of communication open and available to people and your brand.使沟通渠道开放并可供人们和您的品牌使用。 Aside from online chat and call, you can create a Knowledge Base.除了在线聊天和通话,您还可以创建一个知识库。 It lets you document answers to all the questions people have asked so you can have your support team point to them instead.它使您可以记录对人们提出的所有问题的答案,从而可以让支持团队指向他们。

总结

Lots of parts make up effective omnichannel retail.许多零件组成了有效的全渠道零售。 You also need your business to make the transition from going offline to online and vice versa.您还需要业务来实现从脱机到在线的转换,反之亦然。 The omnichannel retail approach is a challenge in itself for your retail store.全渠道零售方法本身对您的零售商店来说是一个挑战。

However, by offering more ways for customers to buy from you, the effort is all worth it.但是,通过为客户提供更多购买方式,这一切都是值得的。 In a world where consumers dictate how you should serve them, giving them an omnichannel shopping experience helps your business win, plain and simple.在消费者决定您应如何服务他们的世界中,为他们提供全渠道的购物体验可帮助您的业务轻松,简单地获胜。

也可以参考:

关于Christopher Jan Benitez

Christopher Jan Benitez是一位专业的自由撰稿人,为小型企业提供吸引受众并提高转化率的内容。 如果您正在寻找有关数字营销相关内容的高质量文章,那么他就是您的家伙!随时在Facebook,Google +和Twitter上对他说“嗨”。