Imodeli ye-D2C ivumela ii-brand ukuba zakhe ulwalamano lokwenyani nomthengi ophela kwabo. Ngokuthengisa ngokuthe ngqo kumthengi wakho wokugqibela, ungaxelela ibali lakho lebrendi ngqo kubo. Ngokwesiko, ukuba imveliso yakho ibikhethwe ngaphezu kwabakhuphisana nabo kwiwebhusayithi yomthengisi, usenokuba uyiphumelele intengiso, kodwa ngaba wakhe ubuhlobo kunye naloo mthengi?
Ngokwembali, iimveliso ziye zathengisa kubathengisi okanye kubalamli abagcina ubudlelwane kunye nomthengi wabo. Oko kuthetha ukuba yonke idatha enexabiso kwiindlela zokuthenga kwaye nangakumbi, amanani abantu ayefihliwe kwiimveliso.
Nge-imeyile yomthengi okanye idilesi yendawo, uphawu lunokubonelela ngamava okumanyanisa ngakumbi. Abathengi balindele amava angcono kunangaphambili.
Ngqo kubathengi
Xa uthengisa kumthengisi okanye ophakathi, unolawulo oluncinci kakhulu malunga nokwenzekayo phakathi kwabo kunye nomthengi. Elinye lawona macandelo anzima okuba luphawu kukudala iimveliso eziza kuthandwa ngabaphulaphuli bakho kwaye bazithenge. Ukuba awunayo indlela ethe ngqo yokunxibelelana nomthengi wakho, unokusebenza njani xa usazisa iimveliso ezintsha?
Nazi izinto ezi-3 ekufuneka uziqwalasele ngaphambi kokuba uqale ukuthengisa kwiqonga le-ecommerce okanye kwindawo yentengiso:
1) Ukunyusa umrhumo womthengisi
Xa ungekho kulawulo lwendawo yakho yokuthengisa, kukho iifizi kunye neendleko ongenakukhetha okanye ungazihoyi. Ezinye zifihliwe, ezinye zifihliwe, ezinye ziirhafu, ngelixa ezinye zityhilwa kuphela xa ukuthengiselana kusondele ekugqityweni. Xa uqala ukushwankathela yonke imirhumo, iifizi kunye neerhafu ezinokuhlawuliswa liqonga le-ecommerce, uyakufumanisa ukuba ziba yinxalenye enkulu yomda wakho wentengiso. Ukuba wongeza ukuhambisa kunye nokuzaliseka, ujonge isizathu esaneleyo sokujonga enye indlela.
2) Ulawulo lweendlela ezininzi zentengiso
Kusenokwenzeka ukuba uthengisa ngeendlela ezininzi ezinje ngamaqonga e-ecommerce, iwebhusayithi yakho, abathengisi, okanye izitena kunye nakwiivenkile zodaka. Ukulawula ukuthengisa kwiindlela ezahlukeneyo kunokuba ngumceli mngeni njengoko nganye iza neemfuno ezahlukeneyo kwaye inokubeka uxinzelelo kwizibonelelo ngokwexesha, ukuhamba kwemali, uluhlu lwezinto, ukuqhubekeka, okanye ukuhambisa. Ukungabinini kwenkqubo yokuthengiselana nayo inobungozi bayo, njengoko naziphi na iimpazamo okanye imiceli mngeni efunyanwa kwezinye iindlela inokuchaphazela igama lophawu kunye nokwoneliseka kwabathengi. Ukusuka ngaphandle, kunokubonakala ngathi iinkampani zinobukhosi obunamandla obuthengisa iimveliso zazo; Nangona kunjalo, indlela yamajelo amaninzi inokuthambisa uphawu kunye nendlela enxibelelana ngayo nabathengi.
3) Ngaba ukhuphiswano lusondele kakhulu ukuba lungabikho?
Ubukho kwiiplatifti ezinkulu okanye kwiimarike kungathetha ukuthengisa ecaleni kunye nabantu abakhuphisana nabo, ezinokunceda iimpawu zemveliso zigqwese ezinye, kodwa zinokuba ngumngcipheko ukuba iinguqulelo ezingaphantsi okanye eziguqukayo zithengiswa kwiwebhusayithi efanayo. Le mpazamo kufuneka ithathelwe ingqalelo ukuba imveliso yakho ayinakubonakala ngokulula, njengoko abathengi benqakraza nje kude kukhetho olulandelayo.
Iziphumo zorhwebo
Kungabonakala ngathi kukuchitha ixesha elininzi kunye nokusebenzisa izixhobo, kodwa ukuba nevenkile yakho ekwi-intanethi sisicwangciso sexesha elide sokuseka ubunini begama ledigital yakho kwi-intanethi eyandayo. Ukuba newebhusayithi ekwi-intanethi ingaphezulu kokubekwa okanye ukuma kweewindows kwivenkile yakho yedijithali, yindlela ethe kratya yokuhambisa uphawu lwakho ngokupheleleyo usebenzisa izinto zoyilo, amava omsebenzisi, unxibelelwano lwabathengi kunye nokunxibelelana ukuze ubonyuse ubukho beshishini lakho kwaye uthathe ithuba lobudlelwane abathengi abanalo negama lakho. Ngokubalulekileyo, i-D2C yenza ukuba uphawu luqhubekeke nokulawula ikamva lalo, lokwenza ukubandakanyeka kwalo kubathengi, kunye nokugcina ukuzimela okubalulekileyo phakathi koontanga kwi-Intanethi.
Ukuthengisa ngevenkile yakho ekwi-Intanethi kukwabonelela ngolawulo ngakumbi kwimida yakho ngokususa. Kubekho utshintsho olukhulu kwindlela ezinye iimveliso ezifikelela kubathengi bazo. Endaweni yokusebenzisa iivenkile ezinkulu okanye abathengisi, iimveliso eziya ngqo kumthengi zithengisa ngqo kumthengi wokugqibela.
Ukutshintshwa kwamandla kuye kwadodobalisa abathengisi bemveli, ukanti ngaxeshanye ezinye zeenkampani ezinobuchule kunye nempumelelo kule minyaka ilishumi idlulileyo ziye zazalwa ngale ntshukumo. Kubalulekile ukuba uqonde ukuba kutheni iinkampani zisiya ngqo kumthengi ukuze ishishini lakho lakhe uphawu oluyimpumelelo.
Ulawulo lwezixhobo
Zingasekho iintsuku apho iinkampani ezinkulu zomthengi ezipakishe iimpahla (i-CPG) kunye neevenkile zesebe zongamele intengiso, kugxilwe kakhulu kulawulo lwentengiso kunye noncedo lokuba lolokuqala ukuza.
Isiko elidala le-CPG-elalisekwe kukhangelo olusebenzayo phakathi komthengisi, umenzi, ivenkile, umthengisi kunye nomhambisi - ababedla ngokuthwesa izihloko zeshishini ezinje ngoNike, uPepsi-Cola, u-Unilever kunye I-P & G, incinci kwaye ayifanelekanga. Inkqubo yokuthengisa inexabiso eliphantsi, ixhomekeke kancinci kubantu besithathu, ijolise ngakumbi kwintengiso ethe ngqo kwaye iguqulelwe ngakumbi kumthengi wokugqibela.
Ukutshintsha iibhanile ezindala sisityalo esitsha seenkampani ezi-agile kunye ezifanelekileyo ezichazwe ngcono ukuba zikhule kwimakethi yabathengi ye-2019-centric, yedatha esekwe kubathengi.
Iimpawu ezijolise ngqo kubathengi, zihlala zibizwa ngokuba yi-D2C okanye i-DTC, ziye zayigxotha imeko yokubonelela ngezikolo ezindala kunye nokuthembela kulwabiwo lomntu wesithathu.
Thengisa iimveliso
Ngamafutshane, imodeli ye-D2C ithetha ukuba njengeshishini, uthengisa iimveliso zakho ngqo kumthengi, kwaye kwinkqubo, ukuya ngokuthe ngqo kuphucula amava abathengi, kuphucula ilizwi lophawu lwakho, kwaye ulawula phantse yonke imiba yohambo lomthengi .
Ukuthengisa ngokuthe ngqo kumthengi akuhoywanga loo nto yesiqhelo. Iinkampani zigqibe kwelokuba zinqumle umntu ophakathi, abathengisi abathengisi kunye nabasasazi kwaye endaweni yoko basebenzise amandla elifu kunye nokunyuka kwe-e-commerce ukuthengisa iimveliso zabo ngqo ukuphelisa abathengi.
Ukuba unokucinga ngemveliso entsha, uyivelise, wakhe iwebhusayithi, kwaye ufumane abantu ukuba bayithenge, unokuthi, kwisithuba seenyanga, ucinge uhlobo olutsha lomthengi, uqalise imveliso, ulawule imbali yophawu, kwaye wakhe uphawu Isigidi seedola uphawu lwe-D2C ukusuka ekuqaleni.
Amashishini abhekisa ngqo kubathengi anezinto ezininzi (ukuba ayizizo zonke) zezi zinto zisibhozo:
Ngabaqalayo kumzi-mveliso ophantsi othintela ukungena.
Ziyaguquguquka ngokwenkunzi kunye / okanye zinokuqeshisa kwaye ziqeshise inxenye yemisebenzi.
Banomdla kakhulu kubaxhasi babo.
Banedatha yokuqala yokuhambisa kunye namava ohlalutyo.
Baphelisa abalamli ukuze bakwazi ukuthumela ngqo kubathengi.
Bayakuqonda ukubaluleka kokunxibelelana ngqo nabathengi (kusetyenziswa isoftware yeCRM).
Banokuguquguquka kwamaxabiso ngakumbi kunabathengisi bemveli.
Babonisa ukwanda kokusetyenziswa kwentengiso yedijithali (ngakumbi i-imeyile kunye nemithombo yeendaba zentlalo).
Intengiso yabathengi
I-DNVB yinkampani ejolise kakhulu kwintengiso yabathengi esebenza kunye nohambo lwabathengi kwi-Intanethi, kwaye inezona zinto zininzi zisasazwayo. Ukusetyenziswa kokuthengisa ngokuthe ngqo kwenza ukuba ezi ntengiso zabathengi zikwazi ukuseka ubudlelwane kunye nabathengi kwaye zibabonelele ngeemveliso kunye neenkonzo ezilindelwe ngumthengi, nto leyo ethetha amava amahle. Ngokungafaniyo nomthengisi wemveli okanye umdlali we-e-commerce, i-DNVB izalelwa kubudala bedijithali, igxininisa kumava omsebenzisi, icela umngeni kumava okuthenga okuqhelekileyo, kunye nokwenza umxholo onyanzelisayo njengenxalenye yokuthengisa ifanele.
Susa umntu ophakathi
Xa ususa amashishini ahlukeneyo phakathi kwakho nomthengi wakho, uya kulahla amaziko athabatha isabelo senzuzo yakho. Umzekelo, ukuba ishishini lakho lithengisa i-T-shirts, kwaye ufuna ukuthengisa ezo mveliso ngokusebenzisa iivenkile ezininzi kunye nabathengisi, kuya kufuneka uzithengise ngexabiso eliphantsi ngokwaneleyo ukuba baya kuyibhala kwakhona kwaye bayithengise kwakhona kubathengi. Kukutya umda wakho wenzuzo, ongumlinganiso wenzuzo yakho xa kuthelekiswa nexabiso lempahla yakho, echazwe njengepesenti. Ixabiso lokuphila komthengi ngamnye liya kuba ngaphantsi kwabalamli abaninzi ekufuneka uhlawule ukuze imveliso yakho iphumele emhlabeni.
Ukudibanisa ngcono nomthengi wakho
Xa uxhomekeke kwezinye iinkampani, abasasazi, kunye nabathengisi ukuba bathengise imveliso yakho, uyaphoswa yidatha eninzi enokubaluleka kuhlobo lwakho. Ngapha koko, idatha yabathengi ibe yenye yezona zinto zibaluleke kakhulu kwiimveliso zedijithali zemveli.
Masithi usazithengisa ezo zikipa ngomthengisi. Olona lwazi kuphela onokulufumana kwivenkile yesebe apho kuthengiswa izikipa zakho kusekwe kuluhlu lwempahla: ivolumu ithengisiwe, ivolumu ibuyisiwe, kunye neemfuno ezizayo. Oko kunokuba kulungile kulawulo lwempahla, kodwa ayikuxeleli okuninzi malunga nabathengi bakho.
Masithi uthengisa zona iihempe ezifanayo kwiwebhusayithi yakho. Unethuba lokwazisa abathengi bakho ngabanye iimveliso ezongezelelekileyo xa uphuma (ukuthengisa ngentengiso kunye ne-upsell) ukwazisa ukuba yeyiphi imveliso enokuhamba kakuhle nezikipa ezikhoyo.
Unethuba lokuvavanya amaxabiso akho ukumisela ukuba unalo na igumbi lokuhlawulisa ngaphezulu, okanye ukuba ungathengisa iihempe ezininzi ukuba wehlisa amaxabiso. Ungathumela uphando olwenziwe nge-imeyile kubathengi bakho ukufumanisa ukuba bayayithanda na ihempe, ukuba loo nto ithunyelwe ngexesha elifanelekileyo, kwaye ukuba iyahlangabezana neemfuno zabo.
Ukuba ihempe ibuyisiwe, uneendlela ezininzi zokurhoxisa ezinokukunceda ubone ukuba yintoni engahambanga kakuhle, ukuze ekugqibeleni unikezele ngemveliso engcono kubathengi bakho kwixa elizayo kwaye wenze amava angcono. Kwaye okokugqibela, unokuguquguquka kokuthumela ii-imeyile zokulandela ukubuza imibuzo yabathengi malunga nemibala eyahlukeneyo, ubungakanani, kunye nezitayile zeeteki zokukukhokela kuphuhliso lwemveliso.
Yandisa i-mindhare ngokukhawuleza
Kwimodeli yokuthengisa ngokwesiko, ukuba ubufuna i-t-shirts yakho ibe luphawu lwesizwe, okanye uphawu lwehlabathi, kuya kufuneka ubonakalise abathengisi abanokuhambisa uluhlu lwakho.
Kungathatha iminyaka embalwa ukubonisa ukuba ubusekile ubukho bengingqi okanye bengingqi, emva koko kuya kufuneka ufumane abasasazi belizwe. Kukwanokuthethwa okufanayo ngobukho bamanye amazwe-bonisa impumelelo, fumana ubudlelwane obutsha, kwaye wandise-hlamba kwaye uphinde. Kungathatha iminyaka (nokuba ngamashumi eminyaka) ukuqala ukufumana ukuthembela kwabathengi bakho.
Kwimodeli ye-D2C, ungalinciphisa ixesha lakho kwintengiso kuba usika bonke abarhwebi abakhankanywe apha ngasentla. Nje ukuba usungule iwebhusayithi yakho kwaye imveliso yakho iyafumaneka, unokuyithengisa naphina (ukuba nje unamandla okuhambisa).
Iminyaka, uGillete wayelawula intengiso yamadoda, kodwa ngokumiliselwa kweDola Shave Club ngo-2011 kunye noHarry ngo-2013, eli shishini leebhiliyoni ezininzi litshintshile. UGillete kwathiwa une-70% yesabelo sentengiso kwi-2010, kwaye namhlanje, ikufutshane ne-50%. Lawo ngamandla okwandisa ukuzibandakanya kwengqondo kwiqonga ledijithali.
Lawula ibali lakho lophawu
Xa uthumela ezo shirts zakho kumthengisi wesithathu, okanye uqala ukucela abathengisi ukuba bazithengisele zona, unikezela ulawulo lwegama lakho. Ingangabonakali ngathi ngela xesha, kodwa kancinci kancinci, ubeka ulawulo lwentengiso ezandleni zenye inkampani.
Ezintathu kwezine ze-Ps zentengiso-amaxabiso, ukunyuselwa kunye nokubekwa kwindawo- kulawulo lwakho ngokuthe ngqo ukuba unophawu oluthe ngqo-kumthengi.
Ungalivavanya ixabiso le-A / B, ungalonyusa, ulinciphise okanye wenze nantoni na oyifunayo ngexabiso lakho kuxhomekeke kuqoqosho lwenkampani yakho (xa kuthelekiswa nokwenza into esebenzayo kubathengisi okanye kwiindawo zokuhambisa).
Unokunikezela ngokwenyusa ngokusekwe kwidatha yakho yomthengi kwaye ulawule ukuhamba kwentengiso usebenzisa iindlela ezahlukeneyo zokuthengisa. Kwaye, imveliso iyaziswa kwaye ithengiswe kwiwebhusayithi yakho, ke uyazi ukuba ibekwa phi, inikezelwa njani kumthengi, kwaye (ngethemba) ibonwa njani.
Yiba kuyo yonke indawo, ngalo lonke ixesha
Xa imveliso yakho idlula kumxokelelwano wokubonelela ngokwesiko, uthembele kakhulu kwiindawo ezimbalwa ezinkulu zokuthengisa imveliso yakho. Amaxesha ngamaxesha oko kuthetha ukuba izivumelwano zodwa kunye nokuguquguquka kwamaxabiso. Masithi uthengisa i-t-shirts yakho kwindawo yentengiso, kwaye ufuna ukubonelela ngentengiso ekhawulezayo.
Eyona nto inokwenzeka, unqongophele kwinto onokuyenza. Okanye uza kuthini ukuba ufuna ukuvavanya imveliso entsha kunye nokufumana ingxelo kwangoko kubathengi bakho? Amathuba kukuba, inqaku elifanayo lentengiso alifuni ukuthengisa ibhetshi encinci yemveliso yakho entsha.
Ukuba yi-D2C kuthetha ukuba ungayilawula imveliso yakho ngeendlela zakho ezahlukeneyo "zokutyhala okanye ukutsala". Oku kubandakanya iwebhusayithi yakho kunye neendlela ezahlukeneyo othengisa kuzo. Awusebenzisi kuphela iwebhusayithi yakho, kodwa kunye namajelo eendaba ezentlalo, imikhankaso ye-imeyile, kunye nokunye.
Uninzi lweemveliso ze-D2C zisebenzisa uhlobo oluthile lwesoftware yeCRM okanye iqonga lokufumana umbono weedigri ezingama-360 zabathengi babo (kunye nabathengi abanokubakho) kunye nokunxibelelana nemakethi yabathengi (ngamanye amaxesha) mihla le.
Ukusebenzisana nomthengi kukucofa nje kude, kwaye akukho nto inokukuthintela ekuthetheni nabo, nokuba yeyokuthengisa okanye yenkonzo yabathengi. Abathengi ngoku balindele ukuba kuthathwe amanyathelo kwangoko xa benengxaki, kwaye ukuba banokuphendulwa ngoko nangoko, kufanele ukuba kube nakho amava abathengi. (Iinkampani ezingaphambili zelifa eliphambili ziyayifumana le nto. Kunyaka ophelileyo kuphela, bendinemicimbi emibini neziko elithile lezemali kwaye ndayisombulula ingxaki ngaphandle kwejelo lenkxaso yabathengi bemveli, kodwa nge-Twitter. Kwaye kwakumalunga namaxesha ali-10. Ngesantya).
Ukuba yinkampani ye-D2C akuthethi nje ukuba uyi-digital, kwaye oko akuthethi ukuba ungumthengisi weendlela ezininzi (othengisa kumajelo amaninzi edijithali). Kuthetha ukuba unokuba ngumthengisi we-omnichannel, uthathe ithuba kuzo zombini iindlela zentengiso yedijithali kunye neendawo ezibonakalayo zentengiso. Ingangabonakali ngathi ngela xesha, kodwa kancinci kancinci, ubeka ulawulo kwintengiso.