Ngokulindelwa kwamakhasimende kwensiza engenamthungo yobudala bedijithali okuqhubeka ukukhuphuka, ungaqiniseka kanjani ukuthi unikeza isipiliyoni esingcono kakhulu kusiteshi ngasinye? Ngokubheka uhambo lwakho lwamakhasimende ngokuphelele, ungabeka isipiliyoni sendawo engenamthungo lapho yonke imigwaqo yokuthinta nengxoxo igelezela kokulandelayo ngaphandle kokudala umsebenzi owengeziwe wamathimba wakho wokuthengisa nowokuthengisa. Ukuze unikele ngaleli zinga lenkonzo, udinga ukwamukela ukucabanga kwamakhasimende we-omnichannel ngecebo lakho lokuthengisa nokuthengisa.
Yini isipiliyoni sekhasimende se-omnichannel?
Isipiliyoni sekhasimende se-Omnichannel siyimodeli yokuthengisa neyokuthengisa eyenzelwe unyaka wedijithali. Umqondo osemqoka ukuthi kuzo zonke izindlela zokuthinta ezinhlobonhlobo enqubweni yokuthengisa, amakhasimende kufanele akwazi ukugxuma phakathi kweziteshi ngokuqhubeka kwesiteshi - ngamanye amagama, ikhasimende lingaqala uhambo lwalo ekuphumeni okukodwa bese lidlulela kolunye uhlangothi.
Ocwaningweni lwakamuva lwabathengi abangama-46,000 benkampani ethengisa izinto ezinkulu, kwembulwa lokho Ama-73% abathengi basebenzise iziteshi eziningi ngesikhathi sokuthenga kwabo okujwayelekile. Abathengi basebenzise amathuba online, mobile kanye nokusebenza kwesitolo ukuqedela ukuthenga kwabo - abaningi babo befaka izinto ezingaphakathi kwesitolo njengokuhlola izintengo namakhathalogi asebenzayo. Okuthakazelisa ngokwedlula inani lezixhumi zokuthinta ezisetshenzisiwe ukuthi inani lezinto zokuthinta lihlangana ngqo nenani lekhasimende: ukuthinta okuningi umuntu okholwayo, imali eningi abayisebenzisile ekuthengeni umuntu ngamunye nasekuqhubekeni kwesifundo.
Kepha kusebenza i-B2B?
Ngenkathi isetshenziswa kakhulu kwimikhiqizo yezitolo ye-B2C, isipiliyoni se-omnichannel singaba usizo kakhulu kwimikhiqizo ye-B2B. Ngoba okuningi nokuningi izinkulungwane zeminyaka iba ngabenzi bezinqumo zeB2B, okulindelwe kokuhlangenwe nakho okungaguquki kokuthenga okungapheli, kudlule ngaphezu kokuthengwa kwasekhaya nokuthengwa kwebhizinisi. Ngenkathi iningi lemikhiqizo ye-B2B ingenayo indawo okuthengiswa kuyo ngokomzimba, zisekhona iziteshi eziningi zokuxhumana nokuzibandakanya ngaphezulu komjikelezo wokuthengisa, okubandakanya imihlangano yabantu, ukuthengiswa kwefoni, izingcingo ze-teleconference, amawebhusayithi, izingxoxo zezingxoxo ne-imeyili.
I-Omnichannel vs Multichannel
Ngenkathi zingazwakala ngokufana, kunomehluko omkhulu phakathi kwesipiliyoni samakhasimende we-omnichannel nesipiliyoni sekhasimende le-multichannel. Umehluko ulele ekutheni isiteshi ngasinye sisebenza njengomshini owodwa onamafutha amaningi noma uma isiteshi ngasinye sisebenza ngokukhulu ukuzimela.
Cabanga ngesitolo endaweni yakho. Lesi sitolo sinendawo ebonakalayo, mhlawumbe nezindawo eziningi. Kulesi sitolo kungenzeka ukuthi kunewebhusayithi noma kube khona i-e-commerce lapho amakhasimende angathenga khona izimpahla noma enze ama-oda endawo, kanye nolayini wefoni lapho amakhasimende angashayela khona ukuthola insiza. Kumodeli ye-multichannel, isitolo, ifoni kanye newebhusayithi kungenzeka zisebenze ngokuzimela komunye nomunye: Amakhasimende aku-inthanethi enza wonke amabhizinisi abo ngewebhusayithi, futhi amakhasimende angena esitolo azothenga ezitolo ezitolo futhi enze ukubuya nokushintshana kuphela -esitolo.
Iningi labathengi banamuhla abasabhalisi imodeli ye-multichannel futhi bakhungatheke lapho isipiliyoni sabo ngesiteshi esisodwa singakwazi ukuqhubeka kwesinye isiteshi. Abathengisi abaningi banamuhla bayakuqonda lokhu futhi baguqule imodeli yabo ukuze bahlangabezane nokulindelwe kwamakhasimende. Cabanga ngesitolo esijwayelekile somnyango noma esitolo esikhulu sebhokisi - amakhasimende angabona umkhiqizo okhangiswa emithonjeni yezokuxhumana, uwuthenge ku-inthanethi, uthole insiza yamakhasimende ngoku-oda kwabo ngocingo bese uyaluthatha noma ubuyise esitolo.
Ukwakha isu lakho le-omnichannel
Ukwakha okwakho isu le-omnichannel kufaka phakathi ukuhlela kwangaphambili ukuze kuqinisekiswe ukwethulwa okusebenzayo nohlelo oluzinzile. Khumbula ukuthi umbono oyisisekelo wokuhlangenwe nakho kwamakhasimende we-omnichannel ukwenza uhambo lomthengi lube nomthungo futhi ungathandeki ngangokunokwenzeka.
Ufuna ukuqinisekisa ukuthi noma yimiphi imininingwane yamakhasimende eqoqwe esiteshini esisodwa iyaqhubeka nokusiza ikhasimende njengoba lithuthuka ngokuthenga kwalo, nokuthi indlela oyethulayo yenzelwe umuntu ikhasimende. Ikhasimende akumele ligcwalise amafomu amaningi ukunikela kaninginingi imininingwane efanayo njengoba ziguquka phakathi kwezindlela ezahlukahlukene zokuxhumana namaphoyinti wokuzibandakanya.
Isinyathelo 1: Thatha Inventory
Ngaphambi kokungena, udinga ukuqonda yonke imilayezo amakhasimende akho okungenzeka ukuthi ayayithola, lapho ethola leyo milayezo, nokuthi wenzani ngemininingwane ayifundile.
Thatha isitoko sayo yonke imikhankaso yakho yokukhangisa edlule neyamanje esebenzayo, iziteshi zokusabalalisa okuqukethwe nezinhlelo zensiza yamakhasimende. Qalisa yonke imibiko yokusebenza futhi uqoqe idatha eningi ngangokunokwenzeka ukuze uthole ukuthi hhayi kuphela lapho amathemba eba abathengi, kodwa futhi nalapho kuvela khona ikhasimende.
Isinyathelo 2: Hlanganisa Idatha
Njengoba kunemibiko nedatha esesandleni, sekuyisikhathi sokuhlanganisa yonke leyo datha ibe ngumsinga owodwa, wokugaya ukudla. Faka yonke imininingwane yamakhasimende akho ohlelweni lwakho lwe-CRM ukukhomba ukuthi zingobani ngempela izithameli zakho, izinhlobo zokuqukethwe abahlanganyela nazo, imibuzo yabo ejwayelekile kanye nemininingwane umkhiqizo wakho oyinikezayo esiteshini ngasinye.
Konke konke endaweni eyodwa, uzokwazi ukukhomba ngokucacile ukungahambisani, izikhala kanye namathuba wokuvumelanisa ukuxhumana.
Isinyathelo 3: Hlanganisa iziteshi zakho
Isici esichazayo sesipiliyoni se-omnichannel ukuthi zonke iziteshi zisebenza ngokubambisana. Zinike isikhathi sokuvumelanisa ngempumelelo ukusatshalaliswa kokuqukethwe neziteshi zokuxhumana ukuze uqinisekise ukuthi uhambisa umyalezo ongaguquki futhi uqoqa idatha ehlangene evela kumakhasimende.
Uhlelo olusebenzayo lwe-CRM noma uhlelo lokuthengisa oluzenzakalelayo luzokunika amandla wokuxhuma ukusakaza kwakho kokuxhumana futhi udle emizamweni yakho yokumaketha ye-omnichannel. (Funda kabanzi mayelana ukumaketha ezenzakalelayo necebo le-omnichannel.)
Isinyathelo 4: Mephu Uhambo
Ngazo zonke iziteshi zakho ezixhunyiwe nedatha yamakhasimende wakho eqoqwe endaweni eyodwa, usukulungele ukuqala ukuhlola lapho amakhasimende akho abandakanyeka khona ezigabeni ezahlukahlukene zomjikelezo wokuthengisa.
Usebenzisa le datha, ungafaka umkhondo wakho bese ubeka kumephu yezitebhisi zokuthengisa ukusebenzela abathengi ngempumelelo okuqukethwe okungabasiza esigabeni ngasinye sokwazisa.
Qiniseka ukuthi ubeka amagatsha kumakhasimende angadinga imfundo eyengeziwe noma abe nemibuzo eyengeziwe ezindaweni ezithile ohambweni.
Isinyathelo 5: Ukukhulisa Ukuqondiswa Kwamandla
With Idatha yomsebenzisi esebenzayo nehlangene, kanye nesithombe esinemininingwane yohambo lwakho lwabasebenzisi abajwayelekile, ungatshala amadola wokumaketha eziteshini zakho ezibaluleke kakhulu ze-funnel ukukhiqiza umkhondo omusha futhi uwaqondise kumjikelezo wakho wokuthengisa.
Ngemininingwane yamakhasimende enemininingwane, ungaqala futhi ukhulise imininingwane yabathengi kanye namaphrofayela abukeka njengawo wokuqondisa isikhangiso eziteshini zokucinga ezikhokhelwayo kanye nabezindaba zenhlalo ukuze ukhulise imininingwane yakho.
Isinyathelo 6: Isilinganiso Sokukhangisa Ezenzakalelayo
Njengoba wethula wakho isu lesiteshi se-omni, uzodinga amathuluzi ahlukahlukene ukugcina wonke amagiya ephenduka ndawonye njengewashi.
Ipulatifomu ezenzakalelayo yokuthengisa ezisebenzayo nohlelo lwe-CRM zibucayi kakhulu ku:
- Hlanganisa ukuxhumana kweziteshi ezinqamula emkhankasweni owodwa
- Khomba bese uthole amaphuzu okuholela
- Landelela ukusebenzisana kwabasebenzisi namakhasimende kuzo zonke iziteshi
- Shicilela okuqukethwe okusha bese ubheka imiphumela
Isinyathelo 7: Isikhumba, Hlambulula, Phinda
Njengazo zonke izinto ezineminyaka yedijithali, amasu wokuhlangenwe nakho kwamakhasimende we-omnichannel adinga ukuhlolwa okungaguquki, ukubuyekeza kanye nokunakekelwa. Gijimani imibiko ejwayelekile ukukhomba ukuthi iziphi iziteshi ezisebenza kahle kakhulu futhi nenze ucwaningo lwamakhasimende ukukhomba izindawo ongathuthukisa kuzo.
Uma ubona izikhala zisebenza noma iziteshi ezithile zisebenza ngokungahambi kahle noma okuholela ekuphanjukeni, yenza ukuhlolwa okuningiliziwe ukuze ubone ukuthi yini engahle ibangele izikhala. Vuselela njalo futhi uthuthukise isu lakho lokuziphatha komsebenzisi, imikhiqizo nezinsizakalo ezintsha, futhi uvuselele izindlela ezinhle kakhulu zeziteshi zedijithali.
Izibonelo zomkhiqizo wesipiliyoni sekhasimende le-omnichannel
Ufuna izibonelo zamasu we-omnichannel enziwe kahle? Kungenzeka ukuthi uhlangabezana nemikhiqizo ye-omnichannel empilweni yakho yansuku zonke. Njengokukhangisa okuningi, uma kwenziwa kahle, kuthengwe nekhasimende. Nazi izinhlobo ezimbalwa esicabanga ukuthi zenza umsebenzi omuhle kakhulu wokuhlinzeka ngamakhasimende we-omnichannel.
Starbucks
Zimbalwa izinhlobo zomkhiqizo ezinamazinga wokwethembeka okungaguquki okwenziwa yi-Starbucks enkulu yekhofi, futhi akukhona nje ukuthi zithengisa iziphuzo ezimnandi, ezinekhofi. I-Starbucks ibeke indinganiso yegolide yokuhlangenwe nakho kwe-omnichannel selokhu kwethulwa i-My Starbucks Reward ngo-2009, evumela abasebenzisi ukuthi bathole amaphuzu ngokubhekela iziphuzo zamahhala ngakho konke ukuthengwa kanye ne-Starbucks App eyalandela evumela abasebenzisi ukuthi baphinde balayishe ikhadi labo le-Starbucks futhi bakhokhe esitolo. Ngala mathuluzi edijithali, abasebenzisi bangaphatha amaphuzu wabo wemivuzo futhi babhale ukuvakasha kwabo ngqo esitolo, futhi bavuzwa imvamisa yabo ngeziphuzo zamahhala nokuphatha.
Umuzwa we-omnichannel weqiniso waqala ngo-2015, lapho ukuhleleka kuka-mobile kwethulwa kuhlelo lokusebenza. Abathandi be-caffeine manje sebengakwazi ukugwema imigqa ngokubeka i-oda labo endleleni eya esitolo futhi baqonde ngqo kwikhawunta ye-pickup, lapho ukudla kwabo neziphuzo kwakuzobalinda khona. Phakathi kwama-oda eselula kanye namakhadi we-Starbucks axhunyiwe phakathi nohlelo lokusebenza, i-Starbucks manje inokuqonda okuhlukile ekuziphatheni komthengi ngamunye kanye nomlando wokuthenga.
Le datha ivuselela i-Starbucks esiyaziyo nesiyithandayo namuhla. Ngaphezu kokunyusa okwenziwe ngezikhathi ezithile njenge-Starbucks for Life ezinyangeni zasebusika kanye ne-Starbucks Summer Bingo, uhlelo lwe-Starbucks Reward lukhiqiza ngokuzenzakalela ukukhuphulwa okwenziwe komuntu yilungu ngalinye ngokususelwa kumlando wabo wokuthenga. Abasebenzisi bathola ama-imeyili asuselwa kulokhu kukhushulwa okuzayo, bangaqhafaza ngokuqondile izixhumanisi kuma-imeyili ukubenza basebenze ku-app bese babeka i-oda ocingweni lwabo oluthunyelwa esitolo sabo esiseduze. Isipiliyoni esivela ekuvuleni i-imeyili enkomishini yekhofi esesandleni sithuthukisiwe ngokuphelele ngesikhuthazo sokuphinda kaningi ngangokunokwenzeka.
Ama-Disney Parks, amava nemikhiqizo
Njengomunye wemikhiqizo emikhulu emhlabeni, akumangazi ukuthi i-Disney inikeza amathuba amaningi wokuxhumana. Uma ubheka ngqo okuhlangenwe nakho kwe-omnichannel, okuhlangenwe nakho kwepaki ye-Disney kunikeza okuhlukile futhi singalokothi sisho ukuthi imilingo yokusebenzelana.
NgoMashi wonyaka we-2018, abakwaDisney bahlanganisa ukuhlukaniswa okubalulekile kwebhizinisi labo ukukhuthaza ukubandakanyeka okungcono kwe-omnichannel - Amapaki eDisney kanye nama Resorts, ayegxile ekuphathweni kwengoma epaki yetimu; Nemikhiqizo Yabathengi be-Disney neMidiya Esebenzisana nayo, ebhekele ukulayisensa, ukuthengisa, imidlalo yevidiyo nokuqukethwe kwedijithali. Ngalezi zindawo ezimbili zokugcina amandla zohlobo lweDisney zihlangene, isipiliyoni samakhasimende we-omnichannel siba yimvelo yesibili.
Izivakashi eziya kumaDisney Parks zingaqala uhambo lwazo online noma kuselula enezici zokuhlela uhambo ukuthenga amathikithi, ukubhuka amahhotela nokwenza amalungiselelo okuhamba. Uma sebekhiyile ngezinsuku zabo, izivakashi zingasebenzisa 'Isipiliyoni Sami se-Disney' ukuhlela usuku lwazo kumapaki, ukubuka amashejuli nokwenza amapulani okudlela. Lapho befika, izivakashi zisebenzisa "amasongo we-Magic" namasongo anikwe amandla ngokwezinga kuyo yonke ingxenye yokuhlala. Amabhendi omlingo asebenza njengezihluthulelo zegumbi lehhotela, amadivaysi okulondolozwa kwezithombe ezi-in-park, amadivaysi wokuhlola ukubhuka okudliwayo kanye ne-FastPasses ukuze bagxume ulayini ekugibeleni okuthile. Yonke imininingwane egcinwe kuMagic Band ingalawulwa ngohlelo lokusebenza lweselula noma ezindaweni ezahlukahlukene kuwo wonke amapaki.
Ngokungeziwe kokuphatha okuhlangenwe nakho kwabo ngokwezibalo, izivakashi zeDisney Parks zisebenzisa ithuba le-AR ne-VR engatholakali kule ndawo yonke epaki ngokuhehayo ehlukahlukene futhi ikwazi ukuphinda ihlale lapho sebehambile ngokufinyelela database we-Photopass wezithombe - ohlanganisa zonke izithombe ezithathwe Abathwebuli bezithombe be-Disney ezindaweni ezahlukahlukene kuwo wonke amapaki.
IKEA
Umthengisi wefenisha waseSweden u-IKEA wayaziwa ukuthi afaka abasebenzisi kokuhlangenwe nakho kwabo komkhiqizo kusukela ekusungulweni kwabo - ukuze wonge ekuthumeleni nasekuthumeni izindleko, amakhasimende athola izinto zawo zomhlangano zokwakha izinto zazo zasekhaya ezi-minimalist. Ikhathalogu ephrintiwe ye-IKEA ikhishwa kanye ngonyaka futhi ingukushicilelwa okulindwe kakhulu kubathandi bokuklanywa kwe-minimalist futhi kumnandi, nokusebenza kwendlu okuhle. Isitolo ngasinye se-IKEA sinombukiso oshintsha njalo wamakamelo wokubonisa nokuphefumlelwa, ophela esigcawini nasendlini yokugcina izinto lapho abathengi beqoqa khona izinto zabo emigqonyeni okuhleliwe.
Iminyaka yedijithali isisize umdondoshiya wefenisha ukuthi aqhubeke nohambo lokuzakhela ikhaya aqonde ngokwalo ngamathuluzi angeziwe nezinsizakusebenza ukusiza isinqumo sabo sokuthenga. Uhlelo lokusebenza le-IKEA Catalogue livumela abasebenzisi ukuthi baphendule ngombhalo wedijithali yencwadi ephrintiwe kudivayisi yabo futhi bonge izinto ezibamba iso labo ohlwini lokuthenga oluzothengwa online noma esitolo. Abathengi bangabeka ama-oda online eku-iveni kwesitolo uma bafuna ukweqa i-showroom.
I-IKEA futhi ihlinzeka ngezici ezihlukile zedijithali zokwakhiwa kwamakhaya nezinsizakalo zokulungisa kabusha. Uhlelo lokusebenza libonisa amandla we-AR ukubona ngeso lengqondo ukuthi into ethile izobukeka kanjani egumbini. Abasebenzisi beDeskithophu bangathatha amakhono we-AR aye ezingeni elilandelayo nge-IKEA Home Planner, ekuvumela ukuthi ufake ubukhulu bekamelo lekhishi, indlu yokugezela noma ihhovisi bese udweba igumbi elilungiswe ngokuphelele ku-3D ngezinto ezivela kukhathalogi egcwele.
Ikesi & Umgqomo
Amakhasimende akwaCrate & Barrel asebenzisa amadivayisi ahlukahlukene ukuphequlula, ukucwaninga nokuqhathanisa izinto zomkhiqizo ngaphambi kokuqeda ukuthenga. Ngakho-ke, umthengisi wethule uhlelo lokusebenza eligcina umlando womlando wokuphequlula wekhasimende kanye nenqola yokuthenga. Ngale ndlela ikhasimende lingathatha lapho ligcine khona ngenkathi kuthengwa ngaphandle kokuthi liqale phansi futhi.
Umthengisi futhi unesici se-3D Room Designer, esivumela amakhasimende ukuthi acishe afake noma yimuphi umkhiqizo weCrate & Barrel ekhaya lawo ngaphambi kokuthenga.
Ngaphezu kwalokho, uhlelo lwe- “Mobile Totes” - oluvumelanisa izitolo ezibonakalayo kanye newebhusayithi yabo - luvumela isitolo sezinto zasekhaya ukuphinda siphinde sibeke izivakashi online. Uhlelo lusebenzisa amaphilisi kuzo zonke izitolo zabo ezibonakalayo ezisebenza njengezikhwama zokuthenga zedijithali futhi luvumela amakhasimende ukuthi ahlole ama-barcode womkhiqizo ukuze afunde okuningi futhi afunde nokubuyekezwa komkhiqizo.
Amakhasimende angazithumela ku-imeyili uhlu lwawo lokuthenga, noma ukuphuma esitolo lapho umsizi wezentengiso ezobaqolela izinto zabo. Lapho bevula i-imeyili, i-ID yabo yamakhukhi inika amandla i-Crate ne-Barrel ukuze iphinde ibuye kubo ngezikhangiso ezinemikhiqizo abayengezile ohlwini lwabo.
Kungani isu le-omnichannel lokuhlangenwe nakho kwamakhasimende kubalulekile?
Isu le-Omnichannel liyindlela ephumelela kunazo zonke yokwakha i-brand trust nokukhulisa umkhondo ofanelekile ngonyaka wedijithali. Womabili amakhasimende abathengisi be-B2C kanye nabenzi bezinqumo be-B2B balindele umyalezo oguqukayo nonobunye emapulatifomu, ngezinketho eziningi zokuthola imibuzo yabo ephendulwa ngokushesha ngenkathi beqoqa lonke ulwazi abaludingayo ngaphambi kokwenza isinqumo sokuthenga.
Njengoba okulindelwe ekuxhumaneni kwedijithali kuvela, i-omnichannel ayisaseyona inketho - kuyisidingo. Ngezinketho eziningi kakhulu ezitholakala cishe kuwo wonke umkhiqizo nensizakalo, okuhlangenwe nakho kuba ngomunye wabahluli ababaluleke kakhulu wokuncintisana. Empeleni, Ama-86% abathengi yisho ukuthi bazimisele ukukhokha okuningi ngesipiliyoni esihle sekhasimende, futhi 65% isimo ukuthi okuhlangenwe nakho okuhle kunethonya kakhulu kunanoma yiziphi izinto zokukhangisa.
Kalula nje, uma amakhasimende akho engakwazi ukuthola ileveli yensizakalo ayilindele kumkhiqizo wakho, azophendukela kumqhudelani okwaziyo ukubanikeza abakufunayo.
Uma udinga usizo ukusetha isu elisebenzayo le-omnichannel ukuze ugesi wakho uhambise amandla okuthengisa nokuthengisa, hlela idemo ukubona ukuthi iSharpSpring ingasiza kanjani.
