Umuguzi yinjira mu iduka, ariko akagura kuri interineti. Kandi ibi birimo guhindura ubucuruzi

Mu gihe kirekire, ubucuruzi bwateguwe hakurikijwe ishingiro ryoroshye: umuguzi yavumbuye ibicuruzwa, asura iduka, agasuzuma amahitamo, kandi akarangiza kugura aho bagurishaga. Nubwo iyi myitwarire ikomeje kubaho, ntabwo ikigaragara cyane. Muri iki gihe, ahantu hakunze kugaragara cyane hafasha kwerekana iyi mpinduka: umuguzi yinjira mu iduka, akabaza ibibazo, akagereranya ibicuruzwa, akagenzura ibiciro, maze akagenda ataguze. Nyuma, akenshi kuri uwo munsi, barangiza kugura kuri interineti.

Iyi gahunda ntivuga ko amaduka agaragara agabanuka, ahubwo igaragaza impinduka ikomeye mu buryo abantu bagura. Ubushakashatsi bwa Fiserv Insights 2026 bwerekana ko 30% by'abaguzi bo muri Brezili basanzwe bahuza imiyoboro ifatika n'iy'ikoranabuhanga mu gihe cyo guhaha. Muri icyo gihe, 17% gusa ni bo bakomeza kuba indahemuka ku bidukikije imbonankubone. 

Mu by’ukuri, gutandukanya interineti n’aho utari kuri interineti bituma rubanda irushaho gusobanukirwa. Abaguzi bakora ubushakashatsi ku muyoboro umwe, bakagereranya undi, bagashaka ubufasha ku wundi wa gatatu, hanyuma bakarangiza kugura aho babonye uburyo bworoshye, imiterere myiza y’ubucuruzi, cyangwa aho badafite ikibazo kinini. Ingendo zahoze ari zimwe zabaye igice cy’uburambe bumwe.

Iyi mpinduka inafasha gusobanura impamvu ibintu bisanzwe bifitanye isano n’ubucuruzi busanzwe birimo gutakaza agaciro. Nk’uko ubushakashatsi bumwe bubigaragaza, impamvu nyamukuru abaguzi bavuga ko bimukira mu buryo bw’ikoranabuhanga ni ibiciro bihanitse, byavuzwe na 56% by’ababajijwe. Inzira ndende zo kwishyura mu maduka asanzwe ziza nyuma, zavuzwe na 42%. Ingorane zo kwinjira mu maduka, ibibazo byo guparika imodoka, kubura ibicuruzwa, no kubona ibicuruzwa bigoye nabyo bigira uruhare muri ubu bwimukira.

Uretse kuba ari ugukunda imiyoboro, iyi nkuru igaragaza umuguzi usaba byinshi, umenyereye gukemura ibibazo by’ubuzima bwe vuba, mu buryo buhuriweho kandi nta nkomyi.

Ikibazo gikomeye ku bigo ni uko byinshi muri byo bigikora bishingiye ku miterere yagenewe ibyahozeho mbere. Nubwo bikorera mu buryo bufatika ndetse no kuri interineti, ububiko buracyari butandukanye, nta mateka yanditse y'imibanire y'abakiriya, amakipe akora mu buryo bwihariye, kandi amakuru y'ingenzi aratakara mu nzira. Ingaruka ni uburambe busesuye mu gihe abaguzi biteze ko ibintu bikomeza kubaho.

Iki cyizere kigaragara neza mu zindi nyigo ziherutse gukorwa na WhatsApp. Ubushakashatsi bwakozwe na WhatsApp bwerekana ko 35.4% by'abaguzi babajijwe babona ko "gukomeza imikoranire n'ibigo ahantu hamwe ari ingenzi.".

Abandi 42.2% bafite agaciro ko kubika amateka y'ibiganiro iyo bakoresha porogaramu zo kohererezanya ubutumwa. Mu yandi magambo, umukiriya ntashaka gusobanura icyifuzo cye cyo kugura inshuro nyinshi kandi akenshi aba yiteze ko icyo akeneye kigerwaho na mbere yuko abitekerezaho. Bityo, koroshya ibintu ntabwo ari ibijyanye n'igicuruzwa cyangwa igiciro gusa, ahubwo ni no kubasha kugenda hagati y'imiyoboro utiriwe wongera gutangira urugendo na buri muntu mushya. Ibi byitwa Omnichannel.

Ikibazo ni uko abaguzi bashobora kuba batazi ijambo omnichannel, ariko basanzwe biteze inyungu zaryo. Ubushakashatsi bwakozwe na Opinion Box bwerekana ko 83% by'Abanyabrezili bavuga ko batazi icyo gitekerezo. Nubwo bimeze bityo, iyo bisobanuwe, 64% bemera ko bamaze kugura binyuze mu guhuza imiyoboro, mu gihe 65% bavuga ko ubunararibonye butangwa n'amasosiyete bugomba kuba bumwe hatitawe ku buryo urubuga rukoreshwamo.

Ku bucuruzi, ibi bivuze kurenza gusa kugira aho uhurira n'imiyoboro myinshi. Guhuza ububiko bikubiyemo guhuza sisitemu, ububiko, amakuru, n'ingendo z'abakiriya. Bisobanura kwemerera umukiriya kugura kuri interineti no gufata ibicuruzwa mu iduka, bigatuma umucuruzi abona amateka y'imikoranire mu buryo bw'ikoranabuhanga, cyangwa kugira igiciro cyihariye gikurikira umukiriya hatitawe ku muyoboro wakoreshejwe.

Gutera imbere mu ikoranabuhanga ntibikuraho akamaro k'ububiko bufatika. Ahubwo, bikomeje kugira uruhare runini mu kugerageza, kubaka icyizere, no guteza imbere umubano n'abaguzi. Impinduka ni uko izi nzego zireka gukora nk'inyubako zigenga maze zikaba igice cy'urugendo rwagutse, rufitanye isano kandi ruhoraho.

Uko imipaka iri hagati y’ibifatika n’iy’ikoranabuhanga igenda itagaragara ku muguzi, niko ikigo kirushaho gukenera gukora ibi bikurikira. N’ubundi kandi, ukurikije uko umukiriya abibona, nta miyoboro ihari. Hari ubunararibonye bumwe gusa.