Matoyi, Shangu uye Fashoni ndizvo Zvitoro zvine huvepo hukuru muCommerce, sezvakaratidzwa ne Kutanga Dhijitari Retail Kudzidza yakapihwa zuro na IAB UK, Sangano rekushambadzira, kushambadzira uye kutaurirana kwedhijitari kuSpain, kwakaitwa mukubatana naCorpora360, nyanzvi mune zvemabhizimusi ekutengeserana mhinduro dzeRetail chikamu.
Chidzidzo ichi chinoongorora mhando dzinomiririra mumusika weSpanish wekutengesa, zvipo zvavo zvebasa mu yepanyama uye yedhijitari chiteshi (desktop uye nhare), uye yayo kushambadzira kushambadzira kune zvishandiso zvitsva senge mafoni, mahwendefa kana phabets. Kuti vaite izvi, mabhurogu makumi mapfumbamwe neshanu akasarudzwa kubva kumatunhu gumi makuru Ekutengesa ane huvepo hwepamhepo, achifunga nezvehuwandu hwekutengesa, mukurumbira uye kuvepo. Fashoni yakazove iri chikamu chine huremu hwakanyanya, pamwe neshangu nezvimwe zvinhu.
Mhedziso yeiyo Yekutanga Dhijitari Retail Kudzidza
Pamhepo vs panyama chitoro
Makambani ari mune zvekutengesa ari kutora maitiro epasirese, achibatanidza avo marongero uye rinoshanda sangano kune echinyakare uye epamhepo kutengesa. Mupfungwa iyi, 82% yeaya ane chitoro chepamhepo. Iyi dhata inowedzera kusvika 88% tichifunga izvo zveSpanish mabviro (62% yemuenzaniso).
Pakati pezvikamu zvine hukuru hukuru mumadhijitari ekutengesa nzira, zvinotevera zvinomira pachena:
- Chitoro chetoyi: 100% yemhando dzakadzidzwa dzine chitoro chepamhepo
- Shangu: 95% yemhando dzakadzidzwa dzine chitoro chepamhepo
- Mufashoni: 93% yemhando dzakadzidzwa dzine chitoro chepamhepo
Kugadziridza kwechiitiko chekutenga
Kutora sereferenzi gumi nematanhatu anowanzoitika mashandiro emawebhusaiti, chidzidzo ichi chinoona kuti chakanyanya kupararira pakati pemakemikari ibara rekutsvaga chigadzirwa chinoitwa mu11% yezvikamu. Panzvimbo yechipiri, pane "kutengesa-kuyambuka" kana zvigadzirwa zvinokurudzirwa kusanganisa nechigadzirwa chiri kutariswa kana kutengwa (83%). Chechitatu chinonyanya kushandiswa mashandiro "achangobva kutariswa", iine 66%.
Nekudaro, 15% chete yemhando dzakadzidzwa dzinobvumidza kuwanikwa pamhepo muchitoro chemuviri uye chete 3% ndiyo inogadzira online.
Nezve Social Media, anosvika pamakumi masere neshanu ezviuru zvemhando zvinosanganisira mukupa kwavo mukana wekugovana zvigadzirwa zvavo kuburikidza neFacebook (86%), Twitter (77%), Pinterest neGoogle + (61%) uye kuburikidza neemail (39%).
Chidzidzo ichi chinoongororawo pfungwa nyowani dzine chekuita neomnichannel uye kugarisana pakati pechinyakare mugero (chitoro chepanyama) uye dhijitari chiteshi (online chitoro) se "Dzvanya & Unganidza" (kutenga pamhepo, kuunganidza muchitoro), webrooming (tsvaga ruzivo muwebhu / app, kutenga muchitoro) kana ese masevhisi ayo anozivikanwa pasi penyaya ye "Bricks & Clicks" (semuenzaniso, kutenga pamhepo, kudzoka muchitoro, nezvimwewo). Mukati meiyo omnichannel zano, makambani Pull & Bear, Mango, G-Star, Uterque, Mayoral, Decathlon, Fnac nePrenatal vanobuda. Fnac nePreNatal chete ndivo vanopa online kubhuka uye chitoro kutora.
Dhirivhari uye dzoka
Nguva yekutora muSpain inokurumidza kupfuura muUS: ingangoita 70% inunura mukati memazuva matatu (3% muUS). 8% yemhando dzinopa iyo Yekutanga kuendesa sevhisi (senge chitoro chekutora kana kuratidza kuburitsa). Chete 58% inopa mahara kutumira. Kudzoka kwacho kuri mahara mu12% yematambudziko, ichiratidza Mufashoni, Huru Distribution neMitambo.
Kukurukurirana
31% yemhando inotaurirana kukwidziridzwa pawebhu, kunyanya kuchitoro chepamhepo (96%), padiki padiki pane chitoro chemuviri (36%). Iyo Nhau ndiyo yakanyanya kupararira fomati (77%) ichienzaniswa neblog (45%) uye nhaurirano (8%).
Kutengesa nhare
52% yemhando dzakadzidzwa dzine zvekushandisa zvemo, kunyangwe izvi, chete 21% inopa online kutenga. Nekudaro, chete 21% yezvitoro zvepamhepo zvine dhizaini dhizaini (inogamuchira dhizaini). Iwo matunhu anotungamira chinzvimbo chemhando dzinochinjirwa kune nhare ndeGuru Distribution (86%), Matoyi (80%), Mufashoni (77%) uye Zvishongedzo (64%).
Nyanzvi dzinotaura
Para Anthony Traugott, General Director weIAB Spain, "Zano rekubvisa rinoitwa seyakajairika muRetail, pasina mubvunzo mumwe wevashandi vehupfumi, kunyangwe tichiona kuti pachine mukana wakakura wekuvandudza uye kukura".
Maererano ne Xavier Clarke, Director weMobile, Innovation uye New Media, "Iko kuvapo kushoma kwe e-commerce pane nhare kuri kurova, uko zvakare kwakazvipira zvakanyanya kuApplication pane kune nhare kana Kupindura mawebhusaiti, ayo anofanira kunge atove akajairika. Kune zvakare yakawanda nzvimbo yekukura kweDhijitari Signage muzvitoro zvepanyama, chinodikanwa kubva kune vashandisi pachavo ".
Mumashoko a Florencio Revilla, wekutengesa maneja weCorpora360, “Mabrands vanoziva kuvepo kwemutengi akabatana. Chiitiko chekutenga chinofanirwa kunge chakafanana uye chichienderana mune chero chiteshi, chingave chitoro chemuviri, kubva paPC, piritsi kana smartphone. Zvakawandisa, kuvepo mugero renhare kwakakosha kusimudzira kwete chete kutengesa mujitari chiteshi, asiwo kusimudzira ruzivo rwekuzvitenga pacharo mugero wepanyama, iro richiri kumiririra ruzhinji rwekutengesa mune chikamu chitoro ".
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