Online Encroachment
线上侵蚀线下
Over the past decade, online grocery shopping has quietly closed in on the traditional industry; half of all grocery shoppers go online to shop today, albeit for specific product categories or SKUs. Although shoppers are spending only a small proportion of their grocery budget online (around four per cent), it’s a natural fit for certain categories of goods they need regularly ; an online order for nappies, pet food, cleaning supplies, or automatic coffeemaker capsules lessens the chore associated with these repeat purchases.
过去十年间,线上日杂的销售规模已悄然逼近传统零售业;目前大约有一半的消费者在网上采购食品杂货,尽管他们可能只是购买特定的产品类别或者SKU。虽然消费者们目前在网上的日杂采购支出仅占日杂总预算的一小部分(占比约为4%),但对于消费者有固定需要的某些类别的商品来说,网购是一种再合适不过的方式:在线采购尿布、宠物食品、清洁用品或者咖啡胶囊降低了此类重复式购买给人带来的厌烦感。
Of course, sellers of low-value, low-margin, bulky goods will always struggle to justify shipping costs and logistics, but some grocers are experimenting with direct-from-manufacturer shipping and centralised pickup points, keeping prices competitive for budget-sensitive consumers. As these options become more popular, traditional grocery retailers should take note. The online experience, when designed well, can be simpler, quicker, and, with some product mixes, even price competitive compared to bricks-and-mortar stores.
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2020-09-15
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