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-1-标题：TheFutureofShopping.作者:Rigby,Darrell1,2全文字数:5088主题语:*ELECTRONICcommerce*RETAILindustry*SELF-service(Economics)*SHOPPING*INTERNETsales*CONSUMERbehavior*TELESHOPPING*ONE-stopshopping*TARGETmarketing*CONSUMERS'preferences*INTERNETmarketing*SOFTWARE摘要:Whenthedot-combubbleburst10yearsago,theensuingcollapsewipedouthalfofallonlineretailers.Today,ecommerceiswellestablishedandmuchdigitalretailingisnowhighlyprofitable.Asitevolves,digitalretailingisquicklymorphingintosomethingsodifferentthatitrequiresanewname:omnichannelretailing.Thenamereflectsthefactthatretailerswillbeabletointeractwithcustomersthroughcountlesschannels-websites,physicalstores,kiosks,directmailandcatalogs,callcenters,socialmedia,mobiledevices,gamingconsoles,televisions,networkedappliances,homeservices,andmore.Iftraditionalretailershopetosurvive,theymustembraceomnichannelretailingandalsotransformtheonebigfeatureinternetretailerslack-stores-fromaliabilityintoanasset.Theymustturnshoppingintoanentertaining,exciting,andemotionallyengagingexperiencebyskillfullyblendingthephysicalwiththedigital.Theymustalsohirenewkindsoftalent,moveawayfromoutdatedmeasuresofsuccess,andbecomeadeptatrapidtest-and-learnmethodologies.Asuccessfulomnichannelstrategyshouldnotonlyguaranteearetailer'ssurvival-nosmallmatterintoday'senvironment-butalsodeliverarevolutionincustomers'expectationsandexperiences[ABSTRACTFROMAUTHOR]在十年前互联网泡沫破灭后紧接着发生的是将近一半的网络零售商被筛选掉。现在，电子商务稳步发展，许多数字化零售商正获得很高的利润。随着它的发展，数字化零售很快会变得完全不同，一个新的命名呼之欲出：那就是全方位多渠道的零售。这个命名反映出这样一个事实。销售商能与顾客通过不计其数的网站、实体店、终端机、直接邮件、商品目录、呼叫中心、社会化媒体、移动设备、游戏机、电视、网络应用、家庭设备等等来进行交互。如果一个传统的零售商希望能继续经营下去，他们必须着手全方位多渠道的零售。传统零售商得利用一个网络零售商不具备的特征——实体商店——这可以从一个不利条件改为有利条件。他们必须把购物和数字化巧妙的结合成一种可以娱乐的,令人振奋的,动情的体验。他们将需要征聘新的各种类的人才，摒除过时的成功度量标准还要擅长运用“测试和学习”的方法。一个成功全方位多渠道的-2-战略不应只保证这个零售商的生存——今日的商业环境打个喷嚏你也得振一振。它应实现在消费者期望和体验上有所革新。【作者摘要】TheFutureofShopping购物的未来Successfulcompanieswillengagecustomersthroughomnichannelretailing:amashupofdigitalandphysicalexperiences.成功的公司将会通过“全方位的渠道销售”来吸引客户:一个混搭网站的数字和物理的体验.It'sasnowySaturdayinChicago,butAmy,age28,needsresortwearforaCaribbeanvacation.Fiveyearsago,in2011,shewouldhaveheadedstraightforthemall.TodayshestartsshoppingfromhercouchbylaunchingavideoconferencewithherpersonalconciergeatDanella,theretailerwheresheboughttwooutfitsthepreviousmonth.Theconciergerecommendsseveralitems,superimposingphotosofthemontoAmy'savatar.Amyrejectsacoupleofitemsimmediately,togglestoanotherbrowsertabtoresearchcustomerreviewsandprices,findsbetterdealsonseveralitemsatanotherretailer,andordersthem.ShebuysoneitemfromDanellaonlineandthendrivestotheDanellastorenearherforthein-stockitemsshewantstotryon.周六的芝加哥下着雪,但28岁艾米需要一套加勒比度假用的度假服。五年前的2011年的话她会直奔商场。今天，她在睡椅上就可以购物了。她上个月在Danella买了2套礼裙，现在正和那家店里的私人接待员进行视屏对话。接待员又推荐了一些服饰给她，并为艾米的虚拟化形象“穿上”了这些服饰。艾米还是立刻拒绝他的推荐,并切换到另一个浏览器选项卡去看看客户的评价和价格,找到了其他更划算的零销商。她从Danella网店买了一套，然后驱车到她附近所在的有存货的店里试穿。AsAmyentersDanella,asalesassociategreetsherbynameandwalkshertoadressingroomstockedwithheronlineselections--plussomematchingshoesandacocktaildress.Shelikestheshoes,soshescansthebarcodeintohersmartphoneandfindsthesamepairfor$30lessatanotherstore.Thesalesassociatequicklyofferstomatchtheprice,andencouragesAmytotryonthedress.Itisdaringandexpensive,soAmysendsavideotothreestylishfriends,askingfortheiropinion.Theresponsescomequickly:threethumbsdown.Shecollectstheitemsshewants,scansaninternetsiteforcoupons(savinganadditional$73),andchecksoutwithhersmartphone.当艾米入到Danella服装店，一个销售员用她的名字来和艾米打招呼，并带她走到试-3-衣间，拿来了艾米在网上订的货品——加上了一堆合适的鞋子和短裙。她喜欢这双鞋，于是她用智能手机扫描了这双鞋的条形码，发现另外一家店的比这里便宜30元，这个销售员马上提供了一个合适的价格，并劝艾米去试试那条裙子。这条裙子奔放而又昂贵，于是她发了一段录像给她3个时髦的朋友来问问建议，很快就有了回应，他们都作出了不好的评价。她收集了他想要的列单，扫描了一个优惠券网站（可以节省73元），然后用她的只能手机付账后离开了。Assheheadsforthedoor,alife-sizescreenrecognizesherandshowsaspecialofferonanirresistiblesummer-weighttop.Amychecksherbudgetonline,smiles,andusesherphonetoscanthecustomizedQuickResponsecodeonthescreen.Theitemwillbeshippedtoherhomeovernight.当她走向门口的时候，一个和她一样大小的屏幕识别到她并显示出一套无法抗拒的特价夏日装。她查了下他的在线预算，笑了出来，用她的手机去扫描那个屏幕上定制的快速响应代码。一夜下来，这夏日装就可以送到她家去。Thisscenarioisfictional,butit'sneitherasfuturisticnorasfancifulasyoumightthink.AllthetechnologyAmyusesisalreadyavailable--andwithinfiveyears,muchofitwillbeubiquitous.Butwhatseemslikeadreamcometruefortheshopper--anabundanceofinformation,near-perfectpricetransparency,aparadeofspecialdeals--isalreadyfeelingmorelikeanightmareformanyretailers.CompaniessuchasTowerRecords,CircuitCity,Linens'nThings,andBordersareearlyvictims--andtherewillbemore.这个情景是虚构的，但并非是不合实际的。艾米用的所有的技术已经实现——在未来的五年内，很多的这些将无所不在。这好像是顾客梦想成真的事——充足的信息,近于完美价格的透明度，一连串特价——对于零售商来说感觉就像一个噩梦。TowerRecords,CircuitCity,Linens'nThings,andBorders这样的公司是早期的受害者——而且将会有更多。Every50yearsorso,retailingundergoesthiskindofdisruption.Acenturyandahalfago,thegrowthofbigcitiesandtheriseofrailroadnetworksmadepossiblethemoderndepartmentstore.Mass-producedautomobilescamealong50yearslater,andsoonshoppingmallslinedwithspecialtyretailersweredottingthenewlyformingsuburbsandchallengingthecity-baseddepartmentstores.The1960sand1970ssawthespreadofdiscountchains.Walmart,Kmart,andthelike--and,soonaf