More than half of all shoppers now use technology as part of their grocery shopping routine, according to research by Booz and Company. These practices include printing and “clipping online coupons, checking prices prior to planning a grocery shopping route, or using mobile technology in the store to check prices and find special offers before committing to the checkout line. A full third of shoppers combine two or more of these techniques.
博斯公司(Booz and Company)的研究表明,目前已有超过一半的消费者运用技术手段进行日常采购。相关办法包括打印及收集网络优惠券,在计划采购前先进行网上比价,或者在店内借助移动技术查询价格并在最终付款前查询其他商家对于同款产品是否有特别优惠。足足有三分之一的消费者会结合使用两种或两种以上的技术手段。
Grocery retailers can respond to this trend in several ways. Because increased price transparency is unlikely to increase margins, retailers will need innovative strategies in merchandising, marketing, operating cost management, and the like in order to remain competitive. They will also need to decide whether to participate in these increasingly transparent discussions of price and value by making more store-level pricing available on their website and by avoiding use of unique SKUs (stock keeping units.)
日杂零售商可以通过多种手段应对这一趋势。由于价格透明度上升导致利润率很难提高,零售商们为了保持竞争力,必须革新采购、市场营销、运营成本管理等领域的商业策略。零售商们还必须决定是否参与到这种日益透明化的价格与价值的讨论当中,在自己的网站上提供更多商品的店内零售价以及避免使用有着唯一编号的最小存货单位(stock keeping unit,简称SKU)。
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