出售低价、低毛利大件商品的商家当然需要为降低送货成本和改善物流而不断努力,但一些食品杂货零售商已开始试行从生产厂商直接发货以及设立集中取货点的模式,以保持自身商品价格对于预算敏感型消费者的竞争力。由于这些新模式更受欢迎,传统食品杂货零售商应给予关注。如果设计得好的话,线上购物可能比在实体店购物更加简便快捷,而且一些商品组合还可能更有价格优势。
What’s Next?
下一步会如何发展?
So what are traditional grocery retailers to do in the face of these technology trends? They need to reassess their ‘way to play’ - their overall strategic value proposition - on two dimensions. The first is the strategic fit with the evolving psyche of consumers. Grocery retailers need to clearly communicate how they deliver value to shoppers today, and how they will do so in the future. This requires a careful analysis of the demands that exist in the market and a determination of which are worth fulfilling.
那么传统型日货零售商应该如何应对这些技术潮流呢?他们应从两个方面重新评估自身的“商业策略——即整体战略价值主张。这种战略首先要适应消费者的心理变化。日杂零售商需要清楚说明现在它们是如何为消费者创造价值的,以及未来如何创造更多的价值。这需要商家仔细分析当前市场需求并判断哪些需求值得迎合满足。
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