Njengoba abathengi be-inthanethi bamukela kubakaki - ukuthenga osayizi abaningi nemibala yezinto ngenhloso yokubuyisela okungalingani - abathengisi babhekene nenselele ekhulayo.
Kulabo abajwayelene nenkundla yezokuxhumana, “ama-hall-on hauls” cishe kuyinto evamile. Lena ithrendi lapho izibukeli zivame ukucelwa khona ukuthi zibeke amazwana kokuthi izinto ezifakiwe kufanele zigcinwe noma zibuyiswe.
Ama-hauls okuzama nawo angumboniso wento "yokubakaki". Kubukeka kupholile, kuqinisekile, kepha akuwona wonke umuntu ocabanga ngokusetshenziswa (nokuhlehlisa izinto) okubandakanyekayo kuhlelo ukugcina futhi ukubuya. Impela akubona ababuyeli be-serial.
Abathengisi bathwele kanzima ngokubakaki
I-bracketing yanda ekudumeni phakathi nalolu bhubhane, lapho abathengi abaku-inthanethi bethola enye indlela ekahle yokuya emagumbini okuhlola asesitolo ngokuzama ukuphuma ekhaya.
Kuhamba kanje — amakhasimende athenga imibala eminingi nosayizi bezinto ezifanayo, azame ekhaya, bese abuyisela, ngobuningi, izinto ezingasikiwe.
Kodwa-ke, ukusebenziseka okunikezwa amakhasimende ngendlela yembuyiselo yamahhala kuza ngezindleko zabathengisi - isilinganiso esingu-£20 ngephasela ngalinye, ukubala ukuthunyelwa, ukugcinwa, kanye nokupakishwa kabusha.
Ukubeka lokho ngendlela efanele, izibalo zibonisa ukuthi abathengi abaku-inthanethi abangaphezu kuka-60% benza umkhuba wokubakaki ukuthenga kwabo. Kubathengisi, lokhu kungasho ucezu olukhulu olukhishwe enzuzweni yabo, kuye ngamamajini abo. Lokho, kanye ne-labyrinth yezinto.
Ngaphandle kobunzima bezezimali, abathengisi baphinde babhekane nezinye izinselelo ezimbalwa. Okokuqala, cabanga ngendlela ubakaki ophazamisa ngayo ukuphathwa kwe-inventory. Ukushoda kwe-Artificial SKU kwenza kube inselele kakhulu kubathengisi ukugcina ukugcwaliswa kabusha okunembile ngesikhathi sangempela, njengoba bengenayo indlela yokwazi ukuthi yimaphi amasayizi noma imibala ezobuyiselwa ekugcineni.
Ukubhekana nokubakakaki ngamavolumu amakhulu, amakhono abo okuphatha ukubuyisela aphinde abe nenselelo. Noma yikuphi ukubambezeleka ekucubungulweni kwembuyiselo kungase kuzwakale kuzo zonke izinqubo ezilandelayo, kudlulele ezikhathini ezinde zokulinda kumakhasimende alindele ukubuyiselwa kwawo. Ngokusobala, lokho akukhona ukubukeka okuhle kwanoma yiliphi ibhizinisi elifisa ukunikeza ukuzizwisa okuhle ngemva kokuthenga nokwakha ukwethembeka komkhiqizo.
Phezu kwalokhu, usongo oluzayo lokukhwabanisa kokubuyisela angeke lushaywe indiva. Ucwaningo lwakamuva lubonisa ukuthi u-48% wabathengi e-UK bavumile ukuthenga, ukusebenzisa, futhi kamuva nokubuyisela into ezinyangeni eziyisithupha ezedlule.
Okwenezela kule nkinga, abathengisi baphinde babhekane nenkinga yamaqhinga afana nokubuyisela izinto zomgunyathi.
Ukuvuselelwa kwebhuku lomthetho: Kunjani ngembuyiselo ekhokhelwayo?
Ngenkathi inqubomgomo yembuyiselo yamahhala yenza kube mnandi isivumelwano kubathengi abaku-inthanethi, ushintsho luyashukumisa. Abathengisi abahamba phambili, okuhlanganisa u-Zara kanye ne-H&M, manje sebekhokhisa amakhasimende ngembuyiselo ye-inthanethi, futhi abanye abathengisi abaningi balandela okufana nalokhu. Okutholwe yi-Sendcloud kuveza ukuthi abathengisi bemfashini aba-4 kwaba-5 manje bayakhokhisa ukubuyisela.
Kuyiqiniso ukuthi ukubuyiselwa kwamahhala kudlale indima ebalulekile ekwenzeni amakhasimende akhululeke ngombono wokuthenga ku-inthanethi phakathi neminyaka yakho yokuqala.
Namuhla, lapho kuphakama izinselele ezintsha, kunesidingo sokwamukela umuzwa omuhle wamakhasimende ngaphakathi kwelungiselelo elingabekeli engcupheni inzuzo nokusimama. Okusho ukuthi, sekuyisikhathi sokuthi abathengisi bahlaziye kabusha inqubomgomo yabo yembuyiselo ngokujulile.
Ingabe ukwethulwa kwemali yokubuyisela kungaholela ngempela ekukhethweni kwabathengi abanesibopho, futhi ngenxa yalokho, ukubuyisela okuncane?
Cabangela indaba ka-Wehkamp, umthengisi we-inthanethi wase-Dutch, ngaphambi nangemuva kokuthi bethule imali yokubuyisela. Ngaphambi kokwethula inqubomgomo entsha yokubuyisela, cishe izinto ezingama-50,000 zazibuyiswa e-Wehkamp nsuku zonke.
Sesifinyelele imanje, izinga lokubuyisela elingokomfanekiso lamasenti angu-50 ngento ngayinye lisize inkampani yehlisa amanani emali ngo-10%. Ngonyaka, lokhu kubaphephisa izinto ezibuyisiwe eziyizigidi ezingu-1.5, njengoba amakhasimende e-oda osayizi abahlukahlukene noma imibala embalwa. Iqembu elikhulu lelo!
Ukuthonya ukuguqulwa kokuziphatha kulokhu kubalulekile futhi ngokombono wemvelo. Ngaphezu kokufaka isandla ekukhiqizweni kwekhabhoni ngohlelo lwembuyiselo, ukukhathazeka okubalulekile kwezemvelo kuvela esiphethweni semikhiqizo ebuyisiwe—eminingi yayo egcina isendaweni yokulahla imfucumfucu, njengoba abathengisi abaningi bekhetha ukulahla ngaphezu kwengxenye eyodwa kwezine yembuyiselo yabo. Izinto ezithathwa njengezingafanele ukuthengiswa kabusha ziba yingxenye yomjikelezo okhathazayo, zinqwabelanisa kumaphawundi amangalisayo angu-5 wezinto ezilahliwe minyaka yonke ezimbuyiselweni.
Manje, yimalini abathengi abazimisele ukuyikhokha ngembuyiselo? Ngokusho kokutholwe yi-Sendcloud, amakhasimende ase-UK azimisele ukukhokha kufika ku-£4.70 ngokubuyisela okuthengiwe okungabiza ama-euro angu-15, u-£5.10 ngento ebiza ama-euro angu-50, kanye no-£6.80 wento enenani lama-euro angu-150.
Njengoba izinombolo zisho, abantu abanankinga nokukhipha imali ethile lapho befuna ukubuyisela umkhiqizo. Kuyasiqinisa idolo lokho.
Ukuthola indawo ephakathi
Kunezindlela eziningi amabhizinisi angakhulisa ngazo amabhizinisi awo ngaphandle kokunikela ngembuyiselo yamahhala njengesibopho futhi abeke engcupheni amarijini awo.
Ngokwesibonelo, abathengisi abaningi banikeza izinzuzo ezihlukahlukene, kuhlanganise nembuyiselo yamahhala yabathengi abakhokha imali ethile yobulungu. Izibonelo zifaka isevisi ye-Zalando's Plus kanye nobulungu be-Amazon Prime. Le ndlela ivumela amabhizinisi ukuthi alondoloze inzuzo ngenkathi enikeza inani elingeziwe kumakhasimende abo athembekile.
Abathengisi bazothola inani elikhulu kudatha yembuyiselo, ukubuyekezwa okuzonikeza imininingwane ebalulekile engasiza ekunciphiseni imbuyiselo ngokuqhubekayo. Ukuphatha ububanzi bomkhiqizo obunamakhulu ezinto kwenza kube inselele ukukhomba izinto ezinephutha ku-assortment.
Ukuhlaziya idatha yokubuyisela kuvumela abathengisi ukuthi baqonde ngokushesha ukuthi yimiphi imikhiqizo ebuya njalo futhi kungani. (Ingabe kufanelekile? Ingabe ikhwalithi yokukhathazeka? Noma ingabe ilindelwe okungafinyelelwanga?) Ngale ndlela, abathengisi bangavimbela ukuphindaphinda amaphutha afanayo ngokuphindaphindiwe.
Lapho ubuyekeza izinqubomgomo zembuyiselo, abathengisi kufanele bahlole ngokucophelela umthelela wabo wesikhathi eside ekuthengisweni, baqinisekise ukuthi izinzuzo azidluli noma yimiphi imiphumela engemihle kuphela kodwa futhi zinikeza isikali esivuna ukwaneliseka okuqhubekayo kwamakhasimende kanye nenzuzo iyonke.
Kufanele kube nokuqwashisa okujulile kwalokho ikhasimende elikulindele, lokho elikujwayele nokuthi ukuziphatha kwalo kokuthenga kungase kushintshe kanjani ekuphenduleni izinguquko zezinqubomgomo zokubuyisela.
Cabanga isikhathi eside
Ekupheleni kosuku, kumayelana nokushaya leyo bhalansi ethambile, edumaza ukuziphatha kokuthenga ngokungacabangi okuthatha kalula inqubomgomo yembuyiselo yamahhala, ngaphandle kokuziba izimo zangempela zokunganeliseki kwekhasimende. Phela, uma amakhasimende angajabule engayibuyi imikhiqizo yawo, cishe ngeke aphinde athenge esitolo se-inthanethi.
Kuyimvelo yomuntu ukucabanga kabili uma kunenani elinamathiselwe kokuthile, ngokuphambene nokuthile okunikeziwe khulula.
Ngenkathi ivumela abathengisi ukuthi banciphise izindleko zembuyiselo ezibalulekile, imali yokubuyisela iphinda isebenze njengesheke ekuziphatheni kokubuyisela kwamakhasimende, ikhuthaze indlela enesibopho sokuthenga nge-inthanethi.
Mayelana umbhali: U-Rob van den Heuvel ungumsunguli kanye ne-CEO kwa-Sendcloud, inkundla yokuthumela ngemikhumbi ye-e-commerce.
Umthombo ovela I-Retail Insight Network
Umshwana wokuzihlangula: Ulwazi olubekwe ngenhla lunikezwa i-retail-insight-network.com ngaphandle kwe-Chovm.com. I-Chovm.com ayenzi izethulo namawaranti mayelana nekhwalithi nokuthembeka komdayisi nemikhiqizo.
