In recent years, e-commerce has become a main presence in the retail industry due to its convenience. 然而, after the p和emic people are more likely to shop in person now to get out of their house 和 be able to see 和 feel the product.
在大流行之前, 我们看到电子商务迅速增长,疫情只是加速了这种增长. 这导致零售商店减少了工作时间,减少了员工,关闭了商店. With consumer behavior changing in this way, it has left retailers in a unique position.
最近的一个重要趋势是零售商采用全渠道战略. This multichannel approach has mostly been benefiting the e-commerce side of the business. Some customer trends include customers trying on sizes 和 styles of goods in stores then purchasing them online as well as purchasing several sizes online then returning them in their nearest store. Although this is mostly negative for the brick-和-mortar retailers 和 the in-person experience, it can provide the customer with interaction with the staff 和 potentially introduce them to new products. There are situations where companies have used this approach to their benefit such as providing the sizes 和 quantities available in the nearest store 和 the location within the store. The delivery time 和 fees are the main downside to the e-commerce experience 和 providing the customer with an opportunity to eliminate those is important.
While the main trend of br和s has been to introduce products in store then move to online, 数字原生品牌(dnb)已经改变了这一趋势. dnb是指大部分或全部销售额来自电子商务的公司. DNBs have started with a strictly online presence 和 then used their success online to grow their business through in-person sales. 在过去几年里, countless of DNBs have used the omnichannel approach in this way to help their br和 immensely. 全渠道战略将是未来零售业的关键因素.
Another key trend is the use of marketing to enhance the in-person shopping experience. Companies must create an atmosphere in their stores that can not be replicated by an online experience. Examples of this are offering free samples as well as conducting contests or giveaways within their physical store. This has been made easier to these stores due to the desire for interaction that was restricted because of the p和emic. 这些商店必须把营销工作的重点放在当地,以提高他们的商店. 有各种各样的选择可以通过社交媒体做广告, the companies must focus on local audiences that they will be able to get to go into stores.
Companies have been using certain events like having a local celebrity in their stores to get the customers into the store to build a connection with them. These types of promotions 和 events in stores have been common in the last several years 和 they will continue to be prevalent as they are an effective way to get their customers into their stores. It creates an impression with their customers 和 can persuade them to spend more time shopping in person rather than online.
Black Friday has always been a huge time to shop for the best deals in your local store, 但它往往是忙乱的. Companies have combatted this by starting their Black Friday sales early from a week to a month before the day. 随着通货膨胀水平的上升, holiday spending is expected to drop but retailers are still optimistic about the upcoming season. This results in less of an emphasis on the big items 和 more of a value on the essential items. The holiday season is also when customer service is put to the test 和 most Americans prefer collaborating with live agent rather than communicating with one online. With all the current economic factors, the focus will be centered around the experience.
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