Los ntawm Helena Vito Costa, Tus Thawj Coj Muag Khoom ntawm nstech*
Cov khw muag khoom uas tseem siv omnichannel ua ib qho project tshiab twb poob qis lawm.
Xyoo 2026, kev koom ua ke ntawm cov channel tsis yog qhov zoo dua rau kev sib tw - nws yog qhov yuav tsum tau ua haujlwm tsawg kawg nkaus. Cov neeg siv khoom tsis xav txog cov channel. Lawv tshawb nrhiav hauv Google Play, tshawb pom ntawm TikTok Shop, yuav ntawm lub app, thiab rov qab los hauv khw. Lawv twb yog omnichannel lawm. Lo lus nug yog seb koj txoj haujlwm puas tuaj yeem ua raws li.
Thiab ntawm no yog qhov kev pheej hmoo tiag tiag: nws tsis yog tsuas yog qhov kev pheej hmoo ntawm kev poob txhua yam thaum lub sijhawm muaj kev thov ntau tshaj plaws. Nws yog qhov kev pheej hmoo ntawm kev poob qhov loj me, qhov nyiaj tau los, thiab cov neeg siv khoom txhua hnub - ntsiag to - vim tsis muaj cov khoom siv logistics sib koom ua ke.
Daim ntawv qhia tshiab ntawm kev muag khoom omnichannel
Kev muag khoom ntawm lub khw tsis yog ib qho chaw muag khoom xwb. Nws tau dhau los ua ib qho kev paub dhau los, ib qho chaw faib khoom, ib qho chaw rov qab los, thiab ib qho chaw qhia txog hom lag luam.
Kev siv digital, tig mus, tau dhau los ua ib txoj kev muag khoom loj thiab muaj kev ywj pheej - thiab tab tom raug sib tw los ntawm cov qauv tshiab. Kev Yuav Khoom Nyob thiab TikTok Shop tsis yog cov qauv tshiab: lawv yog cov xwm txheej uas twb tau tsim ntau txhiab lab thiab xav tau kev ua tiav tiag tiag.
Thiab AI ne? Cov neeg siv khoom twb tab tom nrhiav cov khoom lag luam ntawm ChatGPT lawm. Qhov no tsis yog kev tshawb fawb txog kev lag luam - nws yog lub funnel muag khoom uas tau tsim dua tshiab tam sim no. Cov neeg uas tsis muaj kev ua haujlwm logistics npaj los teb rau qhov ceev no yuav poob qhov muag ua ntej txawm tias mus txog qhov sib tw.
Kev siv omnichannel zoo siv tag nrho cov no kom zoo dua: cov khoom muag hauv khw muag khoom ua lub chaw faib khoom me me, xa khoom los ntawm lub khw kom txo qhov kev xa khoom mus txog qhov kawg, thiab nyem & sau cov tsheb khiav ntau ntxiv. Qhov txawv txav yog tias nws ua haujlwm tau zoo dua li cov channel digital thiab lub cev ua haujlwm sib cais - thiab muaj txiaj ntsig ntau dua.
Tab sis tsuas yog thaum lub network logistics tau npaj thiab txuas nrog.
Lub caij nyoog tsis tsim teeb meem. Nws ua rau pom qhov teeb meem.
Hnub Friday Dub, Christmas, Hnub Niam. Lub sijhawm muaj neeg xav tau ntau tshaj plaws no yog thaum pom qhov tsis muaj zog ntawm cov qauv - rau ob qho tib si rau lub tuam txhab thiab cov neeg siv khoom.
Cov khw muag khoom uas tsis pom cov nqi xa khoom txhua hnub tsis tuaj yeem npaj cov nqi xa khoom rau lub hlis ua ntej. Qhov uas tshwm sim thaum muaj kev kub ntxhov siab tshaj plaws yog qhov tshwm sim ntawm qhov teeb meem uas twb muaj lawm hauv txhua lub lim tiam.
Peb qhov teeb meem tiag tiag ntawm kev ua haujlwm omnichannel
Tom qab saib xyuas cov haujlwm ntawm cov khw muag khoom loj, peb qhov mob tshwm sim tas li:
1. Cov nqi thauj khoom uas tsis muaj leej twg tuaj yeem faib tau - los ntawm txoj kev, keeb kwm, lossis qhov chaw mus. Cov npoo tau los ntshav, tab sis tsis muaj leej twg paub meej tias qhov twg;
2. Kev vam khom rau ob peb tus neeg nqa khoom - kev ua haujlwm sib sau ua ke uas ua rau muaj kev cuam tshuam thaum lub sijhawm muaj kev thov ntau tshaj plaws thiab tiv thaiv kev nthuav dav;
3. Poob tus neeg siv khoom vim yog qhov kev paub tsis zoo - kev taug qab tsis raug, kev xa khoom tsis muaj pov thawj ntawm kev xa khoom, tsis pom tom qab yuav khoom. Tus neeg siv khoom uas muaj kev paub tsis zoo ntawm kev xa khoom tsis yws: lawv tawm mus;
Yog tsis muaj kev tswj hwm peb lub ntsiab lus no, kev loj hlob ntawm omnichannel dhau los ua qhov sib xws nrog kev nyuaj siab rau cov npoo.
Kev siv tshuab + kev xa khoom: thaum 1 + 1 sib npaug 2
Riachuelo thiab O Boticário yog cov piv txwv tiag tiag ntawm cov khw muag khoom omnichannel uas tau sau cov txiaj ntsig zoo tshaj plaws hauv xyoo tas los no los ntawm kev sib txuas cov thev naus laus zis thiab kev xa khoom hauv txoj kev sib koom ua ke.
Xyoo 2024, Grupo Boticário tau txog R$ 35.7 billion hauv tag nrho cov muag khoom, yuav luag 20% ntau dua li xyoo dhau los. Kev loj hlob no yog qhov tshwm sim ntawm ntau hom lag luam thiab omnichannel txoj kev npaj tsom mus rau kev paub ntawm cov neeg siv khoom, nrog rau kev nqis peev hauv kev tsim kho tshiab thiab kev xa khoom.
Pawg neeg no tseem niaj hnub ua tau ntau tshaj qhov kwv yees thiab xav tias yuav loj hlob 7.2% txog xyoo 2027, raws li Brazilian Association of Personal Hygiene Industry (ABIHPEC).
Riachuelo, ntawm qhov tod tes, tau tshaj tawm cov nyiaj tau los ntawm R $ 322 lab hauv lub quarter thib plaub ntawm xyoo 2025, nce 28.8% txhua xyoo, qhov siab tshaj plaws rau lub quarter thib plaub hauv tsib xyoos dhau los.
Nws tsis yog ib qho xwm txheej. Nws yog ib qho kev tsim kho.
Kev ua haujlwm zoo ntawm omnichannel tsis yog ib qho kev npaj ua lag luam. Nws yog ib qho kev npaj nyiaj txiag. Thiab lub network logistics uas txhawb nqa nws yuav tsum tau koom ua ke ib yam li cov neeg siv khoom uas tau txais kev pabcuam.
