Amathoyizi, Izicathulo kanye Nemfashini yizona Imikhakha yezokuthengisa enobukhona obukhulu kwi-eCommerce, njengoba kukhonjisiwe Isifundo Sokuqala Sokudayisa eyethulwe izolo ngu I-IAB Spain, iNhlangano yezokukhangisa, ukumaketha kanye nokuxhumana kwedijithali eSpain, kwenziwe ngokubambisana neCorpora360, ongoti bezixazululo zezohwebo zamaselula emkhakheni weZokuthengisa.
Ucwaningo luhlaziya izinhlobo ezimele kakhulu ezimakethe zokuthengisa zaseSpain, ukunikezwa kwazo kwensizakalo ku- umzila womzimba nedijithali (ideskithophu neselula), ne- its ukujwayela ukuhweba kumadivayisi amasha njengama-Smartphones, amaphilisi noma amafabhethi. Ukuze kwenziwe lokhu, kukhethwe izinhlobo ezingama-119 emikhakheni eyi-10 eyinhloko yokuThengisa ene-inthanethi, kucatshangelwa inani labo lokuthengisa, ukuduma nobukhona babo. Imfashini ibe ngumkhakha onesisindo esikhulu, kanye nezicathulo nezinye izinsimbi.
Iziphetho ze-First Digital Retail Study
Isitolo esiku-inthanethi vs ngokomzimba
Izinkampani ezisemkhakheni wokuthengisa zisebenzisa izindlela zomhlaba wonke, zixhumanisa amasu abo nenhlangano esebenzayo ekuthengisweni kwendabuko kanye ne-inthanethi. Ngale ndlela, ama-82% alawa anesitolo esiku-inthanethi. Le datha inyuka iye kuma-88% icubungula leyo yemvelaphi yaseSpain (62% yesampula).
Phakathi kwemikhakha enobukhulu obukhulu beziteshi zokuthengisa zedijithali, okulandelayo kugqama:
- Isitolo samathoyizi: I-100% yemikhiqizo efundiwe inesitolo esiku-inthanethi
- Izicathulo: Ama-95% wemikhiqizo efundiwe inesitolo esiku-inthanethi
- Imfashini: Ama-93% wemikhiqizo efundiwe inesitolo esiku-inthanethi
Ukuthuthukisa ulwazi lokuthenga
Njengoba sithatha njengesithenjwa imisebenzi ejwayelekile eyi-11 yamawebhusayithi, lolu cwaningo lubona ukuthi okusabalele kakhulu phakathi kwemikhiqizo ibha yokusesha yomkhiqizo eyenziwe kuma-portal angama-83%. Endaweni yesibili, kukhona "ukuthengisa okuphambene" noma imikhiqizo enconyiwe yokuhlanganisa nomkhiqizo obukwayo noma othengwayo (66%). Umsebenzi wesithathu osetshenziswa kakhulu "usanda kubukwa", uno-47%.
Kodwa-ke, yi-15% kuphela yemikhiqizo efundiwe evumela ukutholakala kwe-inthanethi esitolo sangempela futhi yi-3% kuphela eyenza ukubhuka ku-inthanethi.
Mayelana neSocial Media, kufika ku-86% wemikhiqizo efaka phakathi kokunikezwayo inketho yokwabelana ngemikhiqizo yabo nge-Facebook (77%), Twitter (61%), Pinterest ne-Google + (39%) nange-imeyili (33%).
Ucwaningo luphinde luhlaziye imiqondo emisha ehlobene ne-omnichannel kanye nokuhlalisana phakathi kwesiteshi sendabuko (isitolo sangokwenyama) kanye nesiteshi sedijithali (isitolo esiku-inthanethi) njenge- "Chofoza & Qoqa" (ukuthenga nge-inthanethi, ukuqoqwa esitolo), ukwenza i-webrooming (cinga imininingwane kuwebhu / kuhlelo lokusebenza, thenga esitolo) noma zonke izinsizakalo ezaziwa ngaphansi komqondo we "Bricks & Clicks" (ngokwesibonelo, ukuthenga nge-inthanethi, ukubuyela esitolo, njll.). Ngaphakathi kweqhinga le-omnichannel, izinkampani iPull & Bear, Mango, G-Star, Uterque, Mayoral, Decathlon, Fnac nePrenatal zigqamile. I-Fnac ne-PreNatal kuphela enikezela ukubhuka oku-inthanethi nokulandwa kwesitolo.
Ukuletha nokubuyisa
Isikhathi sokuthumela eSpain sishesha kakhulu kunese-US: cishe ama-70% aletha kungakapheli izinsuku ezintathu (3% e-US). Ama-8% wemikhiqizo anikela ngenkonzo yokulethwa ye-Premium (njengokutholwa kwesitolo noma ukulethwa okuvezwa). Bangu-58% kuphela abanikeza ukuthunyelwa kwamahhala. Imbuyiselo imahhala kumacala angu-12%, okugqamisa iMfashini, Ukusabalalisa Okukhulu Nezemidlalo.
Ukuxhumana
Ama-31% wemikhiqizo axhumana ngamaphromoshini kuwebhu, ikakhulukazi esitolo esiku-inthanethi (96%), ngezinga elincane esitolo sangokwenyama (36%). I-Newsletter ifomethi esabalele kakhulu (77%) uma iqhathaniswa nebhulogi (45%) nengxoxo (8%).
Ukuhweba kweselula
Ama-52% wemikhiqizo efundwayo inezicelo zomdabu, yize zalawa, ama-21% kuphela anikela ngokuthenga online. Kodwa-ke, zingama-21% kuphela izitolo eziku-inthanethi ezinomklamo oguqukayo (umklamo ophendulayo). Imikhakha ehola ukukleliswa kwemikhiqizo eguqulelwe kuselula yiLarge Distribution (86%), Amathoyizi (80%), Imfashini (77%) kanye Nezesekeli (64%).
Izazi ziyakhuluma
para U-Antonio Traugott, Umqondisi Jikelele we-IAB Spain, "Leli qhinga lisuswe njengomkhuba omusha ku-Retail, ngokungangabazeki ungomunye wemigudu yomnotho, yize sibona ukuthi kuningi okusamele kwenziwe ngamasu amasha nokukhula".
Ngokusho UJavier Clarke, UMqondisi weMobile, Innovation neNew Media, "Ukuba khona okuphansi kwe-e-commerce yeselula kuyagqama, lapho ngaphezu kwalokho kunokubheja okuningi kuzinhlelo zokusebenza kunamawebhusayithi weselula noma aphendulayo, okufanele ngabe ajwayelekile vele. Kukhona nendawo eningi yokukhula kwe-Digital Signage ezitolo ezibonakalayo, okufunwa ngabasebenzisi ngokwabo ”.
Ngamazwi ka UFlorencio Revilla, umphathi wezohwebo weCorpora360, “AbakwaBrands bayazi ngobukhona bekhasimende elixhunywe ku-inthanethi. Okuhlangenwe nakho kokuthenga kufanele kufane futhi kungaguquguquki kunoma yisiphi isiteshi, kungaba isitolo esingokoqobo, kusuka ku-PC, ithebhulethi noma i-smartphone. Ngokwandayo, ubukhona esiteshini esingumakhalekhukhwini kubalulekile ukukhulisa hhayi kuphela ukuthengisa esiteshini sedijithali, kodwa futhi nokwenza ngcono isipiliyoni sokuthenga uqobo esiteshini somzimba, esisamele iningi lokuthengisa embonini yezitolo ”.
Landa
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