在數位浪潮下,品牌如何重新贏回消費者的心?

近年來電子商務的快速崛起造成對實體通路業者之巨幅衝擊。從經濟部統計處最新公布的經濟情勢顯示,各個國家透過網路購物占零售業營業額之比重逐年升高。因受惠於網路環境佳與高普及之智慧型手機,增加了線上購物的方便性,也使得台灣電商市場的銷售金額越來越高。The rise of e-commerce has caused many physical channel operators to suffer in recent years. According to the latest economic trend released by the Department of Statistics, Ministry of Economic Affairs, share of e-commerce sales in total retail industry has increased year over year worldwide. Taiwanese e-commerce retailers are booming with continued revenue, benefiting from the mature Internet environment, massive smartphone usage, and the convenience of online shopping.

在數位浪潮下,品牌如何重新贏回消費者的心?

推動全通路(omnichannel)商業模式,需以消費者為中心(C2B),將線上、線下,包括商品、客戶、服務等面向皆串聯起來,將顧客在網路上的購物行為與實體店面的體驗結合在一起,讓顧客在不同的通路上皆能享有更完美的購物經驗。為了能創造完美的顧客體驗,消費者購物旅程中與品牌的每一個互動,無論是在實體店裡、電話中或在網路上,品牌在每個接觸點都要能滿足顧客的關鍵需求。如果你的品牌/產品的網路口碑好,吸引顧客上門購買,但在實體店裡的服務卻讓他們大失所望,客戶也可能會因此而流失。To promote omnichannel business model, retailers need to center on customer to business (C2B)by connecting online and offline products, customers, and services, and bridging online shopping behavior to physical storefronts experience to create a cohesive shopping experience for customers through different channels. In order to create a perfect customer experience, the brand must fulfill customers’ key needs throughout customers’ shopping journey, whether it’s in-store, on the phone or online. If a brand/product has good online word-of-mouth, and draw customers’ attention to purchase yet the physical store service is disappointing to them, it is highly possible to lose customers because of that.