Next, grocery retailers must develop and strengthen the key capabilities they will use to deliver their value proposition. In this new technology-fueled landscape, distinctive capabilities might include a deeper understanding of the shopper, an innovative usage of digital and mobile marketing, a sensitive deployment of multichannel marketing, or an innovative approach to solving problems unique to that retailer or market.
其次,食品日杂零售商必须发展并强化用来阐述其价值主张的关键能力。在这个以技术驱动的全新领域,独特能力或许包括对消费者更加深入的理解,对数字以及移动营销手段的创新使用,以及解决零售商或市场个别问题的新办法。
For Tesco, technology met innovation on a subway wall that turned routine grocery shopping into commuter multitasking, but not every grocery retailer can or should reach its customers this way. Rather, each one must get to know its own market, always remembering that comparison shopping, value seeking, and the quest for shopper convenience are only an app away.
对于乐购来说,技术与创新在地铁墙面上的交融,将日常的日杂采购转变成通勤一族的多任务处理。但并非所有日杂零售商都可以或者应该通过这种方式与自己的客户发生联系。正相反,每家零售商都应了解自己的细分市场,永远牢记消费者仅凭一款应用程序就可以进行价格比对、价值发现以及寻找更加便捷的购物体验。
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