专栏首页technewsworld翻译专栏零售商对消费者说:让我们变得“有形”

零售商对消费者说:让我们变得“有形”

大流行暴露了一个基本的、看似矛盾的现实:人们喜欢网上购物,但他们也渴望亲身体验。

这个时代也清楚地表明,这个难题有一个答案:提供结合实体和数字元素的购物体验。也被称为“物理”体验,这些努力为客户提供最好的在线和现实世界。

“电子商务是灿烂的;然而,它分割了用户的旅程和零售商对客户的理解,”Qubit的产品营销总监Sergio Iacobucci向《电子商务时报》解释道。“一种‘肉体’体验旨在将这两个世界结合在一起。提供连贯的跨渠道体验是当今客户的期望,如果你满足了这些期望,他们就会用忠诚回报你。”

换句话说,消费者想要的是跨渠道的混合体验。

“零售商需要在所有渠道上建立个性化的体验,以适应不断变化的消费者偏好,而将实体领域和数字领域结合起来是实现这一目标的好方法,”Formation的联合创始人兼首席执行官克里斯蒂安·塞尔乔-汉森(Christian selchauc - hansen)告诉《电子商务时报》。

他补充说:“如果执行得当,全方位的体验会让顾客感到满意和兴奋,而零售商则受益于顾客不断回访的意愿。”

确切地说,并不是肉体体验是新的,而是它们在吸引、吸引和留住顾客方面变得越来越重要。

Dynamic Yield的客户成功经理克劳迪亚•卡尔茨向《电子商务时报》解释说:“客户已经在跨越数字和实体购物渠道,而全球大流行只是加速了这一转变。”“零售商必须调整经营店铺的方式,为进入商店的顾客创造更有身临其境的店内体验,注重安全,并提供个性化的高级服务。”

原文:The pandemic has exposed one fundamental, seemingly contradictory reality: people like to shop online, but they also crave in-person experiences.

This era has also made clear that there's an answer to this conundrum: to provide shopping experiences that combine both physical and digital elements. Also known as "phygital" experiences, these strive to give customers the best of both the online and in-person worlds.

"E-commerce is brilliant; however, it fragments the user journey and the understanding of the customer for retailers," Sergio Iacobucci, product marketing director for Qubit, explained to the E-Commerce Times. "A 'phygital' experience aims to bring those two worlds together. Providing a connected and coherent cross-channel experience is what's expected from customers today, and if you meet those expectations, they will reward you with their loyalty."

Consumers, in other words, want a blend of experiences across channels.

"Retailers need to build personalized experiences across all channels in order to adapt to changing consumer preferences, and combining the physical and digital realms are a great way to do that," Christian Selchau-Hansen, co-founder and CEO of Formation, told the E-Commerce Times.

"A fully-omnichannel experience satisfies and excites customers when executed correctly, while retailers benefit from customer willingness to keep coming back," he added.

It's not that phygital experiences are new, exactly, but rather that they are becoming increasingly important in attracting, engaging, and retaining clientele.

"Customers were already traversing digital and physical shopping channels, and the global pandemic has only accelerated this shift," Klaudia Karcz, customer success manager for Dynamic Yield, explained to the E-Commerce Times. "Retailers have had to adapt how they run their shops, creating more immersive in-store experiences focused on safety and a personalized, premium service for those who enter the store."

原文链接:https://www.technewsworld.com/story/86804.html

原文作者:Vivian Wagner • E-Commerce Times • ECT News Network

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