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In-Store & Online: manbetx官方网站手机版Designing for the Changing Behaviors of Today's Shoppers

通过 Kim Flaherty10月28日,二千零一十八

总结:Different shopping channels come with relative pros and cons;understand them,尽可能增强信道能力,并支持预期客户的跨渠道过渡。


Online shopping has become so big in recent years that it is disrupting the traditional brick-and-mortar retail industry.我们认识的许多大型零售连锁店,like Toys R' Us and Circuit City,已经停业了。其他的,比如KMART,西尔斯和J.Penny,已经开始关闭门店,因为他们无法继续与如此多的购物者在网上交易。Though these stores also have an online presence,the new online-shopping landscape makes it easy for consumers to shop around and find alternatives to the large retailers that used to be conveniently located in their neighborhoods.

网上购物并不新鲜。商店多年来一直在网上销售商品。然而,近几年来,网上购物的大幅增长(全球年化增长率为20-25%)可能是由于许多因素使得电子商务革命的环境恰到好处。其中一些主要因素包括:

  • Improved technical,operational,and客户服务capabilities.电子商务网站自我们的第一版电子商务用户体验报告系列.网站有效地解决了一些与在线购物相关的最大问题和挑战。Issues such as poor product descriptions and photos,高运费和退货费,而且交货时间也大大超过了。在许多情况下,网上购物的好处已经超过了实体店购物的好处。
  • 高效可用的交易.Sites have made it easy to transact online,with fast,efficient checkout processes.组织已经投资omnichannel 万博官网manbetx下载UX,从而改善了许多设备和渠道的体验。方便的付款方式,就像PayPal和Amazon支付一样,require little effort to input payment information.Browsers have also gotten smarter,具有记忆和自动填写信用卡信息的内置功能。手机上,users can use Apple Pay or Android Pay,或者用智能手机摄像头扫描他们的信用卡。
  • Security.尽管有新闻头条,网上交易比过去安全得多。Secure protocols are used to encrypt personal financial information as it is transmitted between customers and retailers.一般来说,我们研究报告中的用户表示,他们愿意与受信任的公司进行在线交易。

投资在线体验,满足客户不断变化的期望,让客户能够按照自己的条件通过各种渠道进行交易,将确保您的组织在用户离开传统店面并在线购买产品时仍能保持盈利。

Despite the observed change in shopping behaviors,we do not mean to suggest brick-and-mortar shopping is dead.相反地,真实世界的地理位置仍然是重要的购物渠道。它们在零售生态系统中的相关性正在发生变化。人们仍然想去商店,原因有很多——去买东西,to save on shipping,或者触摸和感受他们在网上发现的物品。

店内和网上,而不是在商店或网上

People don't distinguish between online shopping and in-store shopping.To them,都是购物。Their shopping experiences might be fully online,充分储存,or a mix of the two.顾客可能开始在商店购物,但最后还是要从同一家商店的电子商务网站上购买。This behavior is called "showrooming",因为砖和砂浆店是客户发现的展示厅,touch,and inspect products — only to make a purchase online for the sake of cost-savings,convenience,or access to different sizes and colors.Since users already combine in-store and online shopping,承认这种行为并设计客户行程以促进这种购物方式的公司将获得好处。manbetx官方网站手机版

In our research for the fourth edition电子商务用户体验报告系列,study participants moved from the web to the physical store as well.用户查看网站,将他们引导到本地商店。他们还从事“网上购物”(与展示相反),他们开始了网上购物之旅,collecting information to make their in-store experience go smoothly.一位用户说:我的软水器在半夜里溢了出来,淹没了我的地下室。I wanted to look up dehumidifiers online,so I'd know where to purchase locally." Another said,“我在找吸尘器。我们有一家当地的胡佛零售商。我只是不想到处跑就去预习一下。”另一个研究参与者浏览了一个在线网站,说,"They had a bunch of good stuff,but I know I'll go in person in a few days from now and see the items up close."

零售商应在其电子商务生态系统中采用两种主manbetx官方网站手机版要的设计方法:

  • 将线上和线下购物的好处融合到一种体验中.由于特定原因,用户在商店和网络之间移动。找出那些适用于您的产品和客户群的原因,以丰富两个渠道的体验,并减少切换渠道以完成购买的需要。These transitions are opportunities for something to go wrong and for lost sales.尝试在一个交互中密封交易。
  • 促进必要的过渡.您将无法完全阻止客户在在线和离线渠道之间移动。接受这种行为:理解他们为什么这样做,并努力使频道转换变得容易。

混合在线和离线购物的好处

Though people often move between online and offline channels before making a purchase,他们并不总是想这样。有时是不必要的。找到将多个渠道的好处结合在一起的方法,以减少购物过程中不必要的过渡。要做到这一点,了解每个购物渠道的好处以及客户为什么使用它。例如,一个研究参与者去家具陈列室坐在椅子上,决定她想要哪一个。然而,after making the decision,she returned home to look online at images corresponding to the various color and style options available for the chair.The showroom only displayed one or two examples,and,虽然它有颜色和织物样本,she couldn't see what the chair would look like in a different color.她说,“我想在一个地方看到家具的不同风格和面料选择。”

在这种情况下,在店内访问之后,用户从网上获得的好处是更好地可视化她感兴趣的项目的选项。The physical store's strengths included the ability to feel and try out the products,but it lacked a comprehensive view of furniture-customization options.Could the showroom have included kiosks,或数字终端,或增强现实用户在商店中进行此项研究的功能?

考虑另一个客户之旅:用户可以通过查看各种椅子上丰富的面料和颜色选项开始在线体验,then gone to the store to touch and try the furniture.零售商怎么能完全不需要去商店呢?也许通过提供样品或样品,全面的产品信息,robust reviews,high-quality photography,or return policies that make people feel comfortable purchasing an item online without having seen it in real life.消除用户去商店的必要性就是让他们有信心在网上购物通过高质量的产品信息。

我们研究中的一个用户非常接近在sears.com上购买洗衣机,但是,因为机器上没有控制面板的特写图像,她勉强地得出结论,她需要去商店做一次特别的旅行,以便在承诺之前更好地查看控制面板。她说,“嗯,我将单击以缩放以查看实际功能是什么[她单击以缩放]。I wish I could see what the dials actually say,and I don't know how to do that.I can't zoom in.对我来说,这不足以让我变焦。我希望能看到顶部的控制面板。很有可能我不会在网上购买这样的东西,而不能够完全看到产品。我会去西尔斯商店看看。”

西尔斯店
One user wanted to buy a washing machine,但是网站没有显示控制面板的特写照片,所以她放弃了网上购物。

促进数字体验和物理体验之间的转换

并非所有的转换都可以避免,其中一些转换是购物体验中内置的选项。当用户返回或交换在线商品或访问商店以获取在线订购的商品时,通常会发生这种转换。The best omnichannel experiences anticipate when customers will move to a store after an online interaction and manbetx官方网站手机版design the experience to help them make this transition successfully.

For example,send确认电子邮件在商店的停车位置有明确的指示,准备好什么,and who to talk to.

If there is a predictable transition from the store to another channel,同时也要想办法促进这一进程。也许这意味着允许用户轻松访问商店中的在线产品页面(例如,by supporting barcode scanning in your mobile app or on your website) to learn more or check for additional options.

Behr油漆无缝
Behr油漆公司在家得宝商店里放置触摸屏亭,让顾客可以扫描他们感兴趣的油漆样本。为了在家里和网上继续考虑这些油漆颜色。The kiosk texts a special link to the users phone to access the paint colors at another time.

Conclusion

购物不必只在网上或商店里进行。每个渠道都有其优点和缺点;重要的是要了解跨渠道的自然过渡点,要么通过增加一个渠道上的信息来阻止这些过渡,要么促进这些过渡。