Lo bhubhani unyanzele umzi-mveliso weziqholo ukuba uphucule unikezelo lwawo ngokuthe ngqo kubathengi kwaye lwamkele urhwebo lwe-e-commerce njengenye indlela enokusetyenziswa kwiivenkile.
Ngokutsho kwe-YouGov, ukuthengiswa kwe-e-commerce ngokuthe ngqo kumthengi e-US kuqikelelwe ukuba kufike kwi-151.2 yeebhiliyoni zeedola ekupheleni kwe-2022, ukunyuka kwe-17% ukusuka kwi-2021. Ukongeza, i-Euromonitor ithi I-36% yabathengi behlabathi ngabathengi bobuhle bedijithali. Bathenga kwaye baphenjelelwa ukuba bathenge kwi-intanethi ngokusebenzisa iisayithi ze-e-com, imidiya yedijithali, kunye nomxholo owenziwe ngumsebenzisi. Ke, kubalulekile ukuba iinkampani zobuhle, kubandakanya nezo zithengisa iziqholo, zisebenzise amacebo okuthengisa kwi-intanethi ngokusemandleni azo.
Eli nqaku liza kuxoxa ngendlela ii-brand ezinokusebenzisa ngayo amaqonga e-intanethi ukuthengisa iziqholo zabo ngokwenza ubudlelwane obungcono nabathengi kunye nokuphucula imveliso yabo yemveliso ukubhenela abantu bomthonyama bedijithali.
Isiqulatho
Iintsingiselo zevumba emva kobhubhane
Hyper-personalized ivumba
Amandla elula
I-ScentSocial
Uthethathethwano olubangela uvuyo
Iintsingiselo zevumba emva kobhubhane
Ngexesha lo bhubhani, abantu bebesebenzisa amavumba amancinci ngenxa yokungakwazi ukuphuma. Ngo-2022, abathengi babuyela kwiziqhumiso kunye nembono eyahlukileyo kwishishini lobuhle kunye nezinto eziphambili eziphambili xa ukhetha iimveliso.
Iindlela zokhathalelo lomzimba ziye zajika ngexesha lovavanyo lokutshixa, nge Iipesenti ezingama-33 zabantu abadala ukusebenzisa umzimba kunye neemveliso zokhathalelo lwezandla rhoqo kunangaphambi kobhubhane. Ezi nkqubo ziya kuqhubeka ukunceda abantu bazive belawula impilo yabo yomzimba nengqondo kwiminyaka ezayo.
IMintel wafumanisa ukuba 20% yabasetyhini basebenzisa isibulala-vumba ngaphantsi ngenxa yenkxalabo phezu iimveliso zafakwa imichiza, kunye 35% bathi banomdla iimveliso izithako zendalo. Ukongeza, i-34% yabasetyhini babenomdla kwiimveliso ezineepakethe ezincinci okanye ezingenaplastiki.
Xa kufikwa kwiziqholo, abathengi bafuna ibhalansi phakathi kobunewunewu kunye nokulula kunye neemveliso eziya kubenza bazive belungile. Ngexesha elifanayo, bafuna iimveliso ezizinzileyo kunye ne-organic.
Kuba iibrendi zinxibelelana ngokubanzi nabathengi kwi-Intanethi, kufuneka bathathele ingqalelo ukuba iimfuno zabathengi zinefuthe njani kwisicwangciso sabo sokuthengisa kunye nobukho be-intanethi ngokubanzi.
Hyper-personalized ivumba
Abathengi bafuna iziqholo ezenziwe ngehyper-personalized, kodwa ukuthenga kwi-intanethi kudala umqobo ekumiseleni ivumba elimfanele umntu ngokusekwe ekungakwazini kwabathengi ukusebenzisana nemveliso ngokuthe ngqo.
Iibhokisi zokufunyanwa ziyindlela entle yokuzibandakanya nabathengi ngendlela eyonwabisayo kwaye ubavumele ukuba bazame iziqholo ezininzi ezahlukeneyo ngaphambi kokukhetha abawuthandayo. Iibhokisi zokufunyanwa nazo zilungile kwisipho. Isipho sebhokisi yokufumanisa kwaye ube nomntu ofumana isipho akhethe intandokazi kwaye asebenzise ikhredithi ukuthenga ibhotile epheleleyo abayithandayo.
Amandla elula
Kukho umdla okhulayo wezinto ezilula ukuqondwa, izinto zobuhle zesithako esinye ezizezendalo nezizinzileyo-la maxabiso asebenza ngokupheleleyo xa kufikwa kwiziqhumiso. Ukusebenzisa izithako yendalo izibheno kubathengi abafuna indlela yokuphila ezinzileyo, kunye nokulula kulwimi kunye nokuthengisa kwakha ukuthembana. Kwivumba elimnandi, oku kuthetha amagama aqholiweyo ekulula ukuwaqonda, uludwe lwezithako ezicacileyo kunye nolwazi malunga nokukhangela.
Isithako esinye okanye iziqhumiso zenowuthi enye zibhenela abo bafuna amava obuqu ngokubavumela ukuba bamaleko ukuzakhela esabo ivumba. Kwangaxeshanye, oku kunokoyikisa abanye-ke nikezela ngomxholo ukufundisa abathengi ngokubeka amavumba.
Nanga amanye amavumba amnandi ukuze uqalise—iintyatyambo ezineziqhamo, iintyatyambo ezintle, kwaye iintyatyambo zesitrasi. Kwaye, ngokuqinisekileyo, musa ukulibala iziqholo zamadoda.
I-ScentSocial
Abaphulaphuli abancinci bafumana iziqholo ngemidiya yoluntu, kunye ne-64% yabathengi abaxela ukuba i-Instagram inefuthe ekuthengeni kwabo. Ngeli xesha, iTiktok iqalise umdla kwiziqholo ezivela kuGen Z—#PerfumeTok inombono ongaphezulu kwebhiliyoni enye.
I-TikTok iba yindawo yokuqala yokuchukumisa ivumba kwisizukulwana esincinci esinokuthi sithenge kwi-intanethi kunasevenkileni. Iimveliso kufuneka zizenze zifumaneke ngeenkcazo ezilula zeeprofayili zevumba kunye namabali akhuthazayo. Rhoqo, iibrendi zisebenzisana nabaphembeleli beendaba zentlalo ukufikelela kubaphulaphuli abaninzi.
Ukuthengiswa kweendaba ezentlalo
Ukuthengisa kwimidiya yoluntu kunokusondezwa ngeendlela ezininzi ezahlukeneyo. Uhlobo ngalunye luya kufuneka luvavanye ukuba zeziphi iiqonga kunye neentlobo zamaphulo kunye namabali asebenza kakuhle kubo.
Abathengi abatsha bafuna 'indlela yokunxiba' kunye 'nendlela yokukhathalela' imibono kunye namabali antsonkothileyo. Injongo kukuvelisa inzala, ukwakha ulwazi lophawu, kwaye ufundise abathengi.
Uluntu lwemidiya yoluntu
Ngamajelo eendaba ezentlalo, iibrendi zinokwenza unxibelelwano olusondele ngakumbi nabathengi ngokwakha uluntu. Uqhagamshelo ngonxibelelwano oluthe ngqo kubathengi lwakha ubudlelwane obuyinyani kunye nabathengi ukuphuhlisa ukunyaniseka kwebrendi olomeleleyo.
Qwalasela indlela 'yoluntu ngoluntu' ekuphuhliseni imveliso ngokucela abaphulaphuli bakho ukuba bathathe inxaxheba kwizigqibo. Umzekelo, i-Commodity Fragrances e-US icele uluntu ukuba luthathe isigqibo malunga namagama ezivumba kwi-trilogy yayo entsha ye-Scent Space.
Zininzi ezinye iindlela zokwenza ukuba uluntu lwakho lubandakanyeke kwaye uzive luqhagamshelwe kuhlobo lwakho, njengeeklabhu zeVIP. Iimpawu zinokusebenzisa uluntu lwe-VIP, amaqela e-Facebook, njl., ukubuza ngokuthe ngqo abathengi ngengxelo kunye neengcebiso kwimveliso. I-Goldfield & Banks ithumele iisampulu ze-2ml zevumba layo elitsha le-Purple Suede kuluntu lwayo lwe-VIP lwentlalo. Ngenxa yoko, babona amazinga oguqulo achukumisayo avela kubathengi abonwabileyo ngokubandakanywa kwaye, ngokuqinisekileyo, ngemveliso.
Imidiya yoluntu inika ithuba elikhethekileyo lokudibanisa, ukwakha uluntu kunye nokufumana impendulo kubathengi bokwenyani. Oku kwakhiwa kobudlelwane kunceda ukudala umfanekiso we-brand efanelekileyo, igunya kunye nokuthembela kwindawo yokuvumba. Kwakhona, kuyanceda ukuphuhlisa iimveliso abathengi bakho baqinisekisiwe ukuba bayazithanda.
Uthethathethwano olubangela uvuyo
Njengoko abathengi bekhuthaza unxibelelwano olunzulu lweemvakalelo kunye neebrendi kumaqonga ezentlalo kunye ne-intanethi, iimveliso zenza umhlaba we-intanethi onemifanekiso enomtsalane kunye nembonakalo yovelwano ukunxulumana nabathengi.
Ukuthathela ingqalelo ubume bevumba levumba, amava e-intanethi anokuba buthuntu kwaye angabi namvakalelo. Ukuzalisa isithuba seemvakalelo, iibrendi zisebenzisa amava okudala kunye namahle amancinci abonwayo kumajelo asekuhlaleni.
Khulisa umjelo wonxibelelwano wenene. Sukuthetha ngokuthe ngqo ngemveliso yakho; endaweni yoko, ugxininise kwiimvakalelo abathengi abafuna ukuziva xa benxibe ivumba.
isiphelo
Xa usakha ishishini le-e-commerce, kubalulekile ukuqwalasela amajelo amaninzi akwi-intanethi apho abathengi baya kufumana kwaye banxibelelane nebhrendi yakho. Kwivumba elimnandi, apho abathengi abanokuthi bangakwazi ukunxibelelana kunye nokujoja imveliso yakho ngaphambi kokuba uyithenge, kubalulekile ukufumana ezinye iindlela zokunxibelelana nebali lebhrendi yakho kunye nevumba.
Ngokubhekiselele kuphuhliso lwemveliso, yenza ukwenziwa komntu kube yinto ephambili — iibhokisi zokufumanisa kunye neziqholo zesithako esinye zivumela ukwenziwa ngokwezifiso. Yenza kube lula kubathengi ukuqonda ulwazi kwi-intanethi ngelixa ukhumbula ulonwabo olunokuziswa yimifanekiso emihle. Qhagamshelana nabathengi ngokusebenzisa iziteshi zentlalo, ngakumbi abasebenzisi beGen Z okokuqala. Sebenzisa uluntu kwi-intanethi ukufumana ingxelo kwaye uqhagamshele ngokunzulu noluntu lwakho lwe-intanethi.
