Tsim ib tug Catalog rau ntxiv Koj eCommerce ua lag ua luam
Los ntawm Craig A Smith
Multi-channel li yog lub tactic ntawm reinforcing koj hom lus los ntawm siv heev heev raws mus muag rau cov neeg muas zaub. Tsis yog rau cov loj retailers, me me rau nruab nrab eCommerce lag luam yuav sau cov kev pab cuam ntawm multi-channel li thiab yuav tsum xav txog cov tswv yim los ua li ntawd.
Raws li Multi-channel kev lag luam tau dhau los “par rau chav kawm” hauv online muag khoom, cov khw muag khoom yuav tsum ua haujlwm rau cov neeg siv khoom hauv ntau txoj hauv kev kom muaj kev sib tw. Vim nce cov neeg siv khoom cia siab, Cov khw muag khoom yuav tsum muab cov kev paub zoo sib xws uas tso cai rau cov neeg siv khoom mus yuav khoom ntawm txoj kev uas lawv xav tias nyiam tshaj plaws. Seb tus txheej txheem nyob hauv xov tooj, xa ntawv, online, los yog ntawm lub cib thiab mortar storefront – cov khw muag khoom uas pab txhawb cov neeg siv khoom mus kav khw los ntawm ntau txoj hauv kev feem ntau tau txais qib siab ntawm cov neeg siv khoom muaj nqis.
Cov lej hais rau lawv tus kheej. Nyob rau hauv ib txoj kev tshawb nrhiav los ntawm JC Penney, lub tuam txhab pom tias internet tsuas yog cov neeg yuav khoom siv $121 ib xyoo, muag khoom tsuas yog siv xwb $194 ib xyoo, catalog tsuas yog siv xwb $242 ib xyoo – thaum tus neeg muas zaub uas yuav khoom tag nrho peb siv tshaj $1000 ib xyoo (qhov chaw: ebusinessiq.com ua).
Nyob rau hauv ib qho kev kawm cais ntawm tshaj 500 khw muag khoom thiab kev lag luam kev lag luam, Lub tuam txhab pab tswv yim The Aberdeen Group pom qhov ntawd 38.4% ntawm cov neeg teb tau cais “cov neeg siv khoom ntau channel” raws li qhov muaj txiaj ntsig ntau dua.
Yog li pib qhov twg?
Yog li multi-channel neeg siv tus cwj pwm generates incremental profits – tab sis koj pib qhov twg yog tias koj yog tus muag khoom hauv online me me? Koj ua li cas koj txoj kev lag luam hauv online tau nce mus rau lub sijhawm tshiab no thiab coj kom zoo dua ntawm cov kev txhim kho no?
Thawj kauj ruam rau tus neeg muag khoom hauv online yuav yog los soj ntsuam kev tsim thiab kev faib tawm ntawm cov ntawv luam tawm. Cov ntawv luam tawm thiab lub khw hauv online ua haujlwm zoo heev nrog rau ib leeg, raws li qhov muaj zog hauv txhua qhov channel ntxiv rau lwm tus qhov tsis muaj zog. Cov neeg siv khoom feem ntau xauj cov ntawv teev npe thaum lawv mus yuav khoom thiab tom qab ntawd nquag mus online los yuav lawv.
Qhov xwm txheej ntawm cov ntawv luam tawm ua rau nws zoo rau kev tshawb nrhiav khoom, raws li nws tau yooj yim muaj thiab pom rau lub lis piam thaum kawg. Lwm qhov ntxiv yog tias cov khoom sib tw tau txwv thaum muag khoom ntawm cov ntawv teev npe, ua rau cov ntawv teev npe tseem ceeb dua hauv kev lag luam niche.
Cov khw muag khoom me me thiab nruab nrab hauv online yuav tsum kuaj xyuas cov nqi rau kev txhim kho, suav nrog: lis kev tswj, muaj tswv yim tsim thiab layout, txheej txheem faib, thiab nqi xa ntawv. Kev hloov pauv tus nqi hauv cov ntawv teev npe nquag taug qab lawv cov khw muag khoom eCommerce txawm li cas los xij, yog li siv cov kev ntsuas kev hloov pauv hloov pauv thaum tsim koj tus qauv ROI.
Nyob rau hauv thawj nplooj ntawv ntawm lub catalog, xav txog qhov qhia txog koj qhov kev xav muaj nqis tshwj xeeb (Vim li cas tus neeg siv khoom yuav khoom ntawm koj lub khw?) thiab muab cov ntsiab lus rau koj txoj cai hla-channel (yuav ua li cas xaj tuaj yeem muab tso thiab xa rov qab thiab lwm yam). Nco ntsoov suav nrog koj qhov URL (ex. http://www.yourstore.com) nyob rau hauv bold sau ntawm txhua nplooj ntawv hauv catalog thiab suav nrog catalog “khw ceev” tus lej (feem ntau 5 tus lej) yog li cov neeg yuav khoom tuaj yeem nrhiav cov khoom tiag tiag saib hauv phau ntawv teev npe ntawm koj lub vev xaib.
Lub zog tshwj xeeb hauv txhua qhov channel
Tam sim no txawm tias catalogs tuaj yeem yog cov cuab yeej muag khoom zoo, lawv qee zaum txwv lawv lub peev xwm los muab kev sib sib zog nqus ntawm cov neeg siv khoom sib tham. Cov ntsiab lus ntawm cov khoom thiab cov duab yuav raug txwv los ntawm cov nplooj ntawv catalog qhov chaw txwv, tawm hauv tus neeg yuav khoom nrog cov lus nug tsis teb. Hauv kev lag luam nrog cov khoom loj, tsis yog txhua yam khoom tuaj yeem ua rau hauv cov ntawv teev npe. Qhov no tseem tuaj yeem tsim cov neeg siv khoom tsis paub txog cov khoom uas yuav ua tau raws li lawv cov kev xav tau.
Nws yog vim li no vim li cas lub vev xaib ua haujlwm zoo nrog cov ntawv teev npe. Lub khw muag khoom eCommerce tuaj yeem kho cov neeg siv kev paub dhau los kom tau raws li qhov xav tau ntawm tus qhua, thaum muab kev xaiv ua tiav ntawm txhua yam khoom. Lub khw eCommerce muaj peev xwm txo qis kev yuav khoom los ntawm kev qhia cov neeg siv khoom los ntawm cov ntsiab lus txhim kho, thaum ib txhij tsim kev nqis tes ua los ntawm lub sij hawm rhiab kev txhawb nqa. Cov khoom hauv online xws li cov ntawv qhia kev yuav khoom, daim duab sib piv, los yog cov cuab yeej pom kev, instill kev ntseeg siab ntawm cov khoom tseem ceeb cov txiaj ntsig – thaum cross/up muag functionality nce qhov nruab nrab tus nqi txiav txim (AOV) ntawm qhov muag.
Zoo ib yam li qhov catalog txhawb kev lag luam eCommerce, Nws yog ib qho tseem ceeb uas lub xaib txhawb nqa cov catalog ib yam nkaus. Cov khw muag khoom online yuav tsum muab cov “khw ceev” nrhiav peev xwm hais ua ntej, muab lub peev xwm rau cov neeg siv khoom thov kom luam cov ntawv teev npe online, thiab tseem muaj cov ntawv xov xwm nplua nuj ntawm cov ntawv teev npe online uas tuaj yeem xa email rau tus phooj ywg lossis tsev neeg.
Thaum siv ua ke, lub khw muag khoom eCommerce thiab cov ntawv teev npe tuaj yeem yog txoj hauv kev muaj zog los tsav cov khoom lag luam nce ntxiv. Txhawm rau ua kom muaj peev xwm ntawm koj txoj kev lag luam online, xav txog ntau txoj hauv kev kom ua tau raws li qhov kev cia siab thiab tsim kom muaj kev ntseeg siab ntawm koj cov neeg siv khoom.
CRAIG SMITH yog tus tsim thiab tus thawj coj ntawm Trinity Insight LLC, (http://www.trinityinsight.com), kev sab laj rau kev txhim kho kev lag luam e-lag luam ntawm ntau cov khw muag khoom. Trinity muab kev pabcuam hauv thaj chaw ntawm kev lag luam e-lag luam kev npaj tswv yim, kev lag luam sib tham sib, web analytics kev sab laj thiab ecommerce cov neeg siv kev paub. Smith tuaj yeem hu rau ntawm 610-638-1047 los yog ntawm csmith@trinityinsight.com
Tsab xov xwm tau qhov twg los: http://EzineArticles.com/?expert=Craig_A_Smith
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