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苹果零售大师:这种新购物模式,能兼顾体验和便利

苹果零售大师:这种新购物模式,能兼顾体验和便利

Ron Johnson 2021年09月25日
过去几年,我们把家变成了酒店客房,把私家车变成了出租车,把空闲的卧室变成了健身房。

约翰逊曾经帮助苹果公司打造零售体验,并推动塔吉特公司采用可负担设计。图片来源:VCG - GETTY IMAGES

未来的购物不只是在线上或应用程序上完成,或者通过无人机来配送。未来的店铺就在你的客厅里。

在展望新冠疫情结束之后的未来时,我可以确定的一点是我们购物的方式将变得截然不同。麦肯锡(McKinsey)最近的一项调查发现,75%的美国消费者在新冠疫情期间尝试过新的购物行为。这预示着零售行业将会迎来巨变。

零售业不断被颠覆。我们的购物方式在持续变化,随着技术的进步,消费者需求和创新思维相结合诞生了新的颠覆性的购物渠道。专卖店变成了大卖场,之后出现了低价品牌和名品折扣购物中心,最终诞生了在线购物和电子商务。现在一个新的零售渠道即将诞生。我将其称为“居家商务”(Commerce at Home)。

想想看。过去几年,我们把家变成了酒店客房,把私家车变成了出租车,把空闲的卧室变成了健身房。这些都是“居家商务”的例子。消费者要求高质量的服务和量身定制的优质产品,同时要享受到舒适与便利,而这些创新公司恰好能够满足这些需求。

消费者偏好正在推动零售业发生我们今天所见证的变革。据Digital Commerce 360统计,目前电子商务占美国零售销售额的27%。此外,2021年,Coresight Research的数据估计,每新开一家实体零售店,就有2.5家店铺关闭。

我相信,将零售体验完整地带到消费者家中,是“居家商务”的另一个前沿领域。作为消费者,我们总是在做选择。我应该去实体店,还是在家里购物?疫情使这个问题变得尤其重要,因为在新冠疫情期间,健康和安全成为许多家庭作出决定的关键。此外,皮尤研究中心(Pew)估计,目前美国71%的劳动力可以选择远程办公。这基本上回答了这个问题。人们希望居家购物。

实体店始终会有存在的空间,而且相信我,我喜欢去实体店购物,但如果有机会买到自己心仪的产品,还能够享受到量身定制的“高接触”居家购物体验,消费者肯定会选择这种方式。

为什么呢?因为我们渴望获得个性化的体验,而且即便是技术高手,有时候也需要帮助。我在苹果公司工作了近20年,帮助打造苹果零售体验,在此期间,我听说客户在天才吧(Genius Bar)留下的最多的赞扬是:“希望可以把你带回家。”现在有了“居家商务”,客户的愿望能够成真。

备受人们喜爱的高端品牌,应该有与其产品质量相匹配的客户体验。客户收到在线购买的产品时,应该感到快乐、满意和激动。品牌设计应该由专家主持,并且与在实体店中一样简单。传统电子商务通常无法做到这一点。如果你购买一部新手机(手机从许多方面已经成为我们个人和职业生活的中心),它就会被装在一个纸箱里送到你家门口,上边有一个800客户服务电话。

许多年来,消费者必须选择享受便利还是优质的购物体验。无论选择在线购物还是实体店购物,都意味着要放弃另外一种购物形式的宝贵价值。我们已经知道了我们可以不必做出这些选择。

今天的消费者绝对不能容忍糟糕的购物体验,而且消费者对于便利(快捷、按需随选和个性化)的期望已经成为惯例而不是特例。我们应该欢迎这种变化。消费者不应该只能把舒适便利放在有价值的体验之上。随着“居家商务”的诞生,人们没有必要再做出选择。

零售业的“居家商务”意味着既能够满足消费者对实体店购物体验的热爱,又可以提供在线购物的便利性。从网上购物直到商品送到消费者门前。零售业的变革正在你的客厅里发生。(财富中文网)

本文作者罗恩·约翰逊现任Enjoy Technology公司的创始人及首席执行官。他在该公司率先推出了一种颠覆性的新零售渠道,帮助消费者品牌结合速度、便利和零售店的优点,重新思考最后一英里购物体验。罗恩在职业初期参与打造了苹果零售体验,并推动塔吉特采用了可负担设计。罗恩的职业生涯一直努力推动零售业转型。

翻译:刘进龙

审校:汪皓

未来的购物不只是在线上或应用程序上完成,或者通过无人机来配送。未来的店铺就在你的客厅里。

在展望新冠疫情结束之后的未来时,我可以确定的一点是我们购物的方式将变得截然不同。麦肯锡(McKinsey)最近的一项调查发现,75%的美国消费者在新冠疫情期间尝试过新的购物行为。这预示着零售行业将会迎来巨变。

零售业不断被颠覆。我们的购物方式在持续变化,随着技术的进步,消费者需求和创新思维相结合诞生了新的颠覆性的购物渠道。专卖店变成了大卖场,之后出现了低价品牌和名品折扣购物中心,最终诞生了在线购物和电子商务。现在一个新的零售渠道即将诞生。我将其称为“居家商务”(Commerce at Home)。

想想看。过去几年,我们把家变成了酒店客房,把私家车变成了出租车,把空闲的卧室变成了健身房。这些都是“居家商务”的例子。消费者要求高质量的服务和量身定制的优质产品,同时要享受到舒适与便利,而这些创新公司恰好能够满足这些需求。

消费者偏好正在推动零售业发生我们今天所见证的变革。据Digital Commerce 360统计,目前电子商务占美国零售销售额的27%。此外,2021年,Coresight Research的数据估计,每新开一家实体零售店,就有2.5家店铺关闭。

我相信,将零售体验完整地带到消费者家中,是“居家商务”的另一个前沿领域。作为消费者,我们总是在做选择。我应该去实体店,还是在家里购物?疫情使这个问题变得尤其重要,因为在新冠疫情期间,健康和安全成为许多家庭作出决定的关键。此外,皮尤研究中心(Pew)估计,目前美国71%的劳动力可以选择远程办公。这基本上回答了这个问题。人们希望居家购物。

实体店始终会有存在的空间,而且相信我,我喜欢去实体店购物,但如果有机会买到自己心仪的产品,还能够享受到量身定制的“高接触”居家购物体验,消费者肯定会选择这种方式。

为什么呢?因为我们渴望获得个性化的体验,而且即便是技术高手,有时候也需要帮助。我在苹果公司工作了近20年,帮助打造苹果零售体验,在此期间,我听说客户在天才吧(Genius Bar)留下的最多的赞扬是:“希望可以把你带回家。”现在有了“居家商务”,客户的愿望能够成真。

备受人们喜爱的高端品牌,应该有与其产品质量相匹配的客户体验。客户收到在线购买的产品时,应该感到快乐、满意和激动。品牌设计应该由专家主持,并且与在实体店中一样简单。传统电子商务通常无法做到这一点。如果你购买一部新手机(手机从许多方面已经成为我们个人和职业生活的中心),它就会被装在一个纸箱里送到你家门口,上边有一个800客户服务电话。

许多年来,消费者必须选择享受便利还是优质的购物体验。无论选择在线购物还是实体店购物,都意味着要放弃另外一种购物形式的宝贵价值。我们已经知道了我们可以不必做出这些选择。

今天的消费者绝对不能容忍糟糕的购物体验,而且消费者对于便利(快捷、按需随选和个性化)的期望已经成为惯例而不是特例。我们应该欢迎这种变化。消费者不应该只能把舒适便利放在有价值的体验之上。随着“居家商务”的诞生,人们没有必要再做出选择。

零售业的“居家商务”意味着既能够满足消费者对实体店购物体验的热爱,又可以提供在线购物的便利性。从网上购物直到商品送到消费者门前。零售业的变革正在你的客厅里发生。(财富中文网)

本文作者罗恩·约翰逊现任Enjoy Technology公司的创始人及首席执行官。他在该公司率先推出了一种颠覆性的新零售渠道,帮助消费者品牌结合速度、便利和零售店的优点,重新思考最后一英里购物体验。罗恩在职业初期参与打造了苹果零售体验,并推动塔吉特采用了可负担设计。罗恩的职业生涯一直努力推动零售业转型。

翻译:刘进龙

审校:汪皓

The future of shopping will not only be conducted online, on an app or delivered via drone. The store of the future is your living room.

As we start to look beyond the COVID-19 pandemic, it is clear to me that the way we shop will never be the same. A recent McKinsey survey found that 75% of U.S. consumers have tried new shopping behaviors during the pandemic. This heralds a sea change for the retail sector.

Retail is always being disrupted. How we shop is constantly evolving and new, disruptive channels emerge when technology advances, consumer demand and innovative thinking align. Specialty stores became big-box retail, which led to off-price brands, outlet malls and, eventually, online shopping and e-commerce. Today, a new channel in retail is emerging. I call it “Commerce at Home.”

Think about it. Over the last several years, we have turned our homes into hotel rooms, our cars into taxis and our spare bedrooms into fitness studios. These are all examples of “Commerce at Home.” Consumers are demanding high-quality service, premier products tailored to them, with comfort and convenience they can count on, and these innovative companies are meeting this moment.

Consumer preferences are also driving the evolution of retail we see today. E-commerce now represents 27% of all U.S. retail sales, according to Digital Commerce 360, and in 2021, Coresight Research data estimates that 2.5 physical retail stores will close for every one that opens.

I believe that bringing the entire retail experience to the home is the next frontier for “Commerce at Home.” As consumers, we are always making a choice. Should I go to a store, or should I shop at home? This question has been given greater weight because of the pandemic, where health and safety have been a key decision point for families. In addition, Pew estimates that 71% of the U.S. labor force now has an option for remote work. This question has largely been answered. People want to shop at home.

There will always be a place for brick-and-mortar stores–and believe me, I love stores¬–but when given the opportunity to buy the products they love accompanied by a high-touch, in-home experience tailored just for them, that’s what consumers will choose.

Why is that? Because we crave personalized experiences and even the most tech-savvy among us sometimes need help. When I worked for Apple for nearly 20 years and helped create the Apple retail experience, one of the most frequent compliments I heard from customers leaving the Genius Bar was: “I wish I could take you home with me.” This is now possible with “Commerce at Home.”

Beloved, premium brands deserve a customer experience that matches the quality of their products. A customer should feel joy, satisfaction and thrill when receiving products purchased online. Set-up should be as easy as in the store, led by an expert. Too often, this is not possible with traditional e-commerce. Purchase your next phone–in many ways the hub of our personal and professional lives–and it arrives in a cardboard box, sitting on the doorstep with an 800 number for support.

For many years, customers had to choose between convenience and a high-quality experience. The choice between shopping online or in the store meant sacrificing one of these prized values for the other. We’ve learned that we shouldn’t have had to make these choices.

Today’s consumers have zero tolerance for a poor experience and the expectation of convenience–fast, on-demand, and personalized to me–is the rule rather than the exception. We should celebrate this change. Customers shouldn’t have to prioritize comfort and convenience over a rewarding experience. With “Commerce at Home,” they no longer have to.

“Commerce at Home” for retail means bringing what customers love of the store experience to the convenience of online shopping. From your screen and through your doorstep. This revolution of retail is happening in your living room.

Ron Johnson is Founder and CEO of Enjoy Technology, where he is pioneering a disruptive new channel in retail and helping consumer brands reimagine their last mile with speed, convenience and the best of a retail store. Earlier in his career, Ron helped create the Apple Retail experience and led Target’s move toward affordable design. Ron has been disrupting and transforming retail his entire career.

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