眾多商店不斷引入互聯網技術豐富顧客體驗

眾多商店不斷引入互聯網技術豐富顧客體驗

Traditional retailers have a problem: Heading to the store isn't as convenient as buying on a phone or computer. So top companies are trying to make their in-store experiences more like shopping online.

傳統零售商面臨一個問題:去商店購物不像在手機上或電腦上購物那么方便。因此，頂級公司正試圖讓他們的店內體驗更像網上購物。

Nike, Macy's, Sephora, American Eagle and others are adding augmented reality, interactive touch screens and other technology to their sales floors.

耐克(Nike)、梅西百貨(Macy's)、絲芙蘭(Sephora)、美國之鷹(American Eagle)等公司都在銷售部門增加了增強現實(augmented reality)、互動觸摸屏和其他技術。

These retailers hope the new technology will draw younger shoppers and reduce the hassles of shopping in stores. They also have a financial incentive to push customers to buy in store, rather than online. Sales in stores are more profitable because retailers avoid paying shipping fees.

這些零售商希望這項新技術能吸引更年輕的消費者，并減少在商店購物的麻煩。他們也有經濟上的動機，即促使顧客在商店而不是網上購物。商店的銷售利潤更高，因為零售商避免支付運費。

"There is now a complete blurring of the lines between online and offline," said Neil Saunders, managing director at GlobalData Retail. Technology in stores "generally make things easier, simpler, more engaging or more fun," he added.

GlobalData Retail董事總經理尼爾•桑德斯表示:“現在線上和線下的界限完全模糊了。”他補充說，商店里的科技“通常會讓事情變得更簡單、更吸引人或更有趣”。

The days of retail clerks introducing customers to new products are long gone, experts note. Millennial and Gen Z customers' changing shopping patterns make adding tech to stores an urgent priority for retailers.

專家指出，零售人員向顧客介紹新產品的日子已經一去不復返了。千禧一代和Z一代消費者不斷變化的購物模式，使得零售商迫切需要優(yōu)先考慮在商店中增加科技產品。

Younger shoppers today are researching products and brands online and on their phones before they even set foot in a store. That has forced retailers to tailor new experiences to this increasingly tech-savvy audience, said Jamie Sabat, director of consumer forecasting .

如今，年輕的消費者甚至在踏進一家商店之前，就已經在網上和手機上搜索產品和品牌了。消費者預測主管杰米•薩巴特(Jamie Sabat)表示，這迫使零售商為越來越精通科技的消費者量身定制新的體驗。

These types of technology aren't gimmicks. In-store tech helps retailers engage customers and may spur impulse buys. "It's not technology for the sake of technology. It's actually useful," she said.

這些技術并不是噱頭。店內技術幫助零售商吸引顧客，并可能刺激沖動購買。“這不是為了技術而技術。它實際上是有用的，”她說。

Nike's Reformation

耐克的改革

Nike (NKE) has designed its new 68,000 square-foot flagship in New York City to cater to members of its NikePlus mobile app.

耐克(Nike)在紐約設計了占地6.8萬平方英尺的新旗艦店，以迎合其耐克Plus移動應用程序的用戶。

NikePlus members can reserve items on their phones and ask to hold them for pickup in an in-store locker.

耐克Plus會員可以在手機上預訂商品，并要求把它們放在店內可取的儲物柜中。

Instead of asking employees if products are available, Nike app members scan codes on sneakers and clothes, and the items are sent directly to a fitting room. And there are no cashiers. Customers scan items they want and pay at instant checkout stations located throughout the flagship.

耐克的應用程序成員不會詢問員工是否有產品，而是掃描運動鞋和衣服上的代碼，然后將這些產品直接送到試衣間。而且沒有收銀員。顧客掃描他們想要的商品，然后在旗艦店各處的即時收銀臺付款。

"It's a digital experience, brought to life in a physical space," Nike CEO Mark Parker said earlier this year.

耐克首席執(zhí)行官馬克·帕克今年早些時候表示:“這是一種數字體驗，給實體空間賦予生命。”