I-Las Ukuthenga izinto zikanokusho akuseyona nje indaba yokubukisa ngemalikodwa kunalokho ukuthi sifuna ukuzibona kanjani emhlabeni. Isikhwama semali, iwashi, noma amasinki asezingeni eliphezulu Sebeyingxube yezimpawu zamasiko, indlela yokuziveza, kanye nemikhuba emincane yemizwa esiziphatha ngayo ngezikhathi ezithile. Ukunethezeka kusalokhu kuhlobene nesimo, kodwa namuhla kukhuluma nangezindinganiso, indlela yokuphila, ukusimama, kanye nomphakathi.
Ngesikhathi esifanayo, imingcele phakathi ukunethezeka, ukusetshenziswa kwe-premium kanye nobuningi Imigqa ayicacile. Umkhiqizo wesuphamakethe "ungawushintsha ube ngowakho," umkhiqizo we-premium ungasondela kumakhodi okunethezeka, futhi amakhasimende athenga ngokushintshana ezitolo ezinkulu, ezitolo eziku-inthanethi, nasezimakethe ezisetshenzisiwe. Ukuqonda lesi simo esisha kubalulekile kunoma yimuphi umkhiqizo ofuna ukuncintisana emakethe yabathengi efiselekayo kanye nanoma ubani ofuna ukuqonda ukuthi yini ebangela isifiso sokukhokha okwengeziwe ngento "ekhethekile."
Ulimi olusha lokunethezeka nokusetshenziswa kwe-premium
Ukunethezeka sekushintshe kakhulu ekubeni yinto efanayo Ukuntuleka kwezinto ezibonakalayo kanye nokubukisa ukuze ibe ulimi oluyinkimbinkimbi kakhulu. Sekungamashumi eminyaka, izindlu ezinkulu zemfashini, ukwenza amawashi, kanye nobucwebe bezisekelwe emasikweni, ifa, kanye nezimpawu zamandla. Namuhla, ngaphandle kokulahla lelo fa, baphoqeleka ukuxhumana nabathengi abafuna ubuqiniso, ukucaca, kanye nezinga eliphakeme kakhulu lokuqwashisa ngezenhlalo kanye nemvelo.
Kwabathengi abaningi abakhulayo, umkhiqizo wobukhazikhazi, ngaphezu kwakho konke, uyinto indlela yokuveza ubuwena kanye nezindinganisoIsikhwama sikaHermès, iwashi likaPatek Philippe, noma izibuko zelanga ezidumile azibonisi nje kuphela izindlela zezimali: zibonisa ukuzwelana nobuhle obuthile, umlando womkhiqizo, kanye nomphakathi othile wamasiko. Yingakho indaba iba yinto ebaluleke kakhulu: ukuthi umkhiqizo uvelaphi, ukuthi ubani owugqokayo, nokuthi umelelani.
Ngesikhathi esifanayo, umqondo we umkhiqizo we-premium Sekuyinkimbinkimbi kakhulu. Izinto zokwakha ezingcono kancane noma iprimiyamu yentengo elula azisanele. Abathengi bafuna ukubona intuthuko ecacile yekhwalithi, ukusebenza, noma ulwazi, futhi bazizwe sengathi bafinyelela okuthile okukhethekile ngaphandle kokungena endaweni yokunethezeka okungenakufinyeleleka. Ngakho-ke iprimiyamu ithatha isikhundla esiphakathi: ekhethekile kakhulu kunemakethe enkulu, efinyeleleka kalula kune-elitist kuphela.
Lolu shintsho olimini ludale ithuba elikhulu: izinhlobo eziningi zemikhiqizo emikhulu zithola ugqozi kusukela kumakhodi okunethezeka kuya phakamisa isiphakamiso sakho senani ngaphandle kwesidingo sokuba yimikhiqizo yokunethezeka. Lokhu kwaziwa ngokuthi i-premiumization: ukukhulisa ibha yangempela nebonakalayo yomkhiqizo, ukuwunikeza indaba, ukugxila kokuhlangenwe nakho, kanye nokuthethelela ngeqiniso intengo ephezulu.
Ingqondo yokunethezeka: kungani sikhokhela kakhulu lokho okusenza sizizwe kahle
Ngaphansi kokusetshenziswa kokunethezeka kukhona ingxenye enamandla ye Ingqondo nemizwaUma umuntu enquma ukusebenzisa imali eningi kakhulu kunesidingo esikhwameni, ewashini, noma emotweni, akagcini nje ngokuthenga izinto ezidingekayo: uthenga okunenjongo. Ukunethezeka kugcwalisa kokubili izidingo zangaphakathi (ukuzethemba, impumelelo, umvuzo) kanye nezidingo zangaphandle (isimo, ukuqashelwa emphakathini, ukuba yingxenye yeqembu).
Izazi zengqondo zivame ukukhuluma inani elingokomfanekisoIwashi elihle, isibonelo, aligcini nje ngokubonisa isikhathi: liveza impumelelo yobungcweti, ukunambitheka okucwengekile, kanye nokuxhumana nesiko lobuciko. Kwenzeka okufanayo ngesikhwama semali esidumile noma imoto esezingeni eliphezulu; ziba izinqamuleli ezibonakalayo ezilandisa indaba ngomuntu ogqokile ngaphandle kwamazwi.
Le ngxenye engokomfanekiso ihambisana nalokho izifundo eziningi ezikubiza ngokuthi "Into ekwenza uzizwe kahle"Amaphesenti aphezulu kakhulu abathengi ayavuma ukuthi bathenga imikhiqizo yekhwalithi ephezulu noma esezingeni eliphezulu ngoba ibenza bazizwe bengcono: ukuzethemba kakhudlwana, ukukhathalelwa kakhudlwana, nokuziqhenya kakhudlwana. Kuyindlela yokuziphisa ephawula izigaba zomuntu siqu (ukukhushulwa, usuku lokugubha usuku, umgomo ofinyelelwe) futhi isebenza njengokukhuthaza ngokomzwelo.
Ngaphezu kwalokho, namuhla, ulwazi lubaluleke kakhulu njengempahla. Ezizukulwaneni ezisencane, ukunethezeka akugcini nje entweni ngokwayo, kodwa kukho konke okuzungezile: umcimbi wokuthenga, isevisi etholiwe, indaba yedijithali lokho okwabelwana ngakho ezinkundleni zokuxhumana. Uhambo lokuyothenga enhloko-dolobha yemfashini lungabaluleka njengomkhiqizo othengiwe, ngoba luhilela izindawo, abantu, izikhathi, kanye nokuqukethwe ukuze kuboniswe umphakathi.
Yingakho ubukhazikhazi buthathe ukuthengisa okunolwaziIzitolo ziguqulwa zibe yizwe eligcwele lapho ukukhanya, umculo, iphunga elimnandi, ukuboniswa komkhiqizo, kanye nensizakalo yamakhasimende konke kulawulwa ngokucophelela. Yonke imininingwane yenzelwe ukuqinisa umuzwa wokuzwa into ekhethekile neyingqayizivele, into evumela ukukhokha intengo engaphezu kakhulu kwesilinganiso semakethe.
Izizukulwane nokunethezeka: kusukela kwabazalwa ngemva kwesizukulwane sokuqala kuya esizukulwaneni Z
Izizukulwane ezahlukene zisondela ekunethezekeni izisusa kanye nokulindela okuhluke kakhulukusekelwe esimweni sezomnotho abakhulele kuso kanye nobudlelwano babo nobuchwepheshe kanye namasiko.
I-Los Ama-Baby Boomers kanye nengxenye enkulu yesizukulwane X Bavame ukuhlobanisa ukunethezeka nefa, ubuciko, kanye nezimpawu ezibonakalayo zempumelelo. Kubo, iwashi eliyimishini, ubucwebe obubalulekile, noma isikhwama sesandla esidala kuwumvuzo weminyaka yomsebenzi nomzamo. Bazisa kakhulu ulwazi olutholakala esitolo, isevisi yomuntu siqu, ukuhlakanipha, kanye nomuzwa wokungena ekilabhini egcinelwe abambalwa abakhethiwe.
I-Los Izinkulungwane zeminyakaKunalokho, bachaze kabusha ukusetshenziswa okufiswayo. Babeka ukubaluleka okukhulu ekuthembekeni nasekubonakaleni, ukuze umkhiqizo uxhumane nawo... izindinganiso zokuziphathaUkusimama, ukubandakanywa, ukuhlukahluka. Abanelisekile ngelogo nje kuphela; bafuna ukwazi ukuthi yini ebangela lokho, ukuthi inkampani ikhiqiza kanjani imikhiqizo yayo, ukuthi inamuphi umthelela, nokuthi ilandisa ngani indaba. Ingxenye ebalulekile yesinqumo sabo sokuthenga senziwa—noma sinqunywa—emvelweni yedijithali.
La Isizukulwane ZAmandla ashukumisayo okunethezeka eminyakeni ezayo agcizelela kakhulu okuhlangenwe nakho kanye nobunikazi bedijithali. Kubo, ukunethezeka kuwuphawu lokuba ngumuntu ohlala emiphakathini eku-inthanethi: abalandeli bomkhiqizo wezingubo zasemgwaqweni, abalandeli bomculi, amalungu omhlaba othile wamasiko. Imithombo yezokuxhumana, ukubambisana kosaziwayo, kanye nokukhishwa okunohlobo olulinganiselwe kuyizinto ezinamandla, ngoba kuhlanganisa ukuhluka nokubaluleka kwamasiko ngokushesha.
Ngaphezu kwalokho, bobabili i-Millennials kanye ne-Gen Z babonisa ukuzwela okuphawulekayo maqondana ukusimama kanye nomthwalo wemfaneloBayagwema—noma bagxeke obala—imikhiqizo abayibona njengengenalo ukuzibophezela emvelweni noma emalungelweni abasebenzi. Lokhu kushintsha kwezinto eziza kuqala kuphoqa imboni yokunethezeka ukuba ivumelane nezimo: akusanele ukuthengisa imikhiqizo ebiza kakhulu; kumele bathethelele ukuba khona kwayo kanye nendlela ekhiqizwa ngayo.
I-Premium vs ukunethezeka: amaligi amabili ahlukene noma ngabe abukeka afana
Enkulumweni yansuku zonke sivame ukuxuba amagama "i-premium" kanye "nokunethezeka"Kodwa ekukhangiseni, zinezincazelo ezahlukene. Uhlobo lwe-premium lunikeza ikhwalithi nokusebenza okungaphezu kwesilinganiso, ngentengo ephezulu kodwa lusatholakala engxenyeni ebanzi yabathengi. Ngakolunye uhlangothi, uhlobo lwe-highlight lusebenza endaweni yokukhethekile okukhulu.
I-Las brand premium Batshala imali ezintweni ezingcono, ukuqina, ukwakheka okucophelelayo, kanye nobuchwepheshe obuthuthukisiwe. Umgomo wabo ukuthi umthengi azizwe sengathi usethathe isinyathelo esicacile phambili ezintweni ezijwayelekile: umsindo ongcono (iBose), ukuphathwa okungcono kanye nokuqedwa (iBMW, iLexus), ukusebenza okungcono ekhishini noma emgwaqweni (iKitchenAid, iSamsonite). Ngokuvamile bagcina inethiwekhi yokusabalalisa ebanzi futhi abakhawuleli ukufinyelela ngokwenziwa, yize amanani abo ephakeme kakhulu kunalawo emakethe enkulu.
I-Las Imikhiqizo yokunethezekaNgokuphambene nalokho, zakha inani lazo lonke ngokusekelwe ekusweleni, ifa, kanye nolwazi. I-Rolls-Royce noma i-Bentley embonini yezimoto, uPatek Philippe ekwenzeni amawashi, noma uHermès ezimpahleni zesikhumba ziyizibonelo ezicacile: izingcezu cishe njalo zenziwe ngokwe-oda, ngezinqubo zobuciko ezijulile, izinga elicishe lingenamkhawulo lokwenza ngokwezifiso, kanye nezikhathi zokulinda eziyingxenye yokukhanga.
Ngokunethezeka, i ukusatshalaliswa kukhetha ngokucophelelaAyithengiswa noma kuphi noma nganoma iyiphi indlela. Izindawo zokuthengisa, inani lokukhiqiza, kanye nendlela umkhiqizo oboniswa ngayo emphakathini konke kulawulwa ngokucophelela. Amamodeli athile avame ukutholakala kuphela kumakhasimende anomlando wokuthenga wangaphambilini, noma kungase kube nohlu lokulinda lwezinyanga noma ngisho neminyaka. Intengo ephezulu kakhulu ayiyona nje indlela yokubonisa izindleko; futhi iyisithiyo sangamabomu sokungena.
Singasho ukuthi i-premium ifuna phakamisa ulwazi lwansuku zonke Ukwenza impilo ibe ngcono, ikhululeke kakhudlwana, noma ijabulise kakhudlwana, kuyilapho ubukhazikhazi bufisa ukukudlula: bunikeza ukuba yingxenye yomlando, uhlu lozalo, indawo yonke engokomfanekiso egcwele isimo nemizwa. Ziyizithembiso ezimbili ezihlukene, yize ngezinye izikhathi zihlangana ekugcineni kwemakethe.
Ukwenziwa kwe-premiumization: indlela "yokukhuphukela ezingeni eliphezulu" ngaphandle kokuyeka ukuba yilokho oyikho
Emongweni wezinketho ezigcwele kanye nezimpi zamanani, izinhlobo eziningi zifuna ukunethezeka ukuze zifunde ukuthi zingakwenza kanjani dala isifiso kanye nenani elibonakalayoLe nqubo yokuthola ugqozi ekuqondeni kokunethezeka ukuze kuphakanyiswe uphawu olungeyona into yokunethezeka yaziwa ngokuthi i-premiumization. Futhi cha, akuyona nje indaba yokuphakamisa amanani.
Ukuqinisekisa i-premiumizing kusho, kuqala, chaza kabusha isiphakamiso senaniAkwanele ukumane uthi "singcono": kufanele unqume ukuthi yiziphi izibambo ezizokhiqiza lelo nani elengeziwe. Ingabe ikhwalithi yezithako noma izinto zokwakha? Umklamo? Ulwazi oluzwakalayo? Ukulandisa komkhiqizo? Ukusimama? Ngokuvamile, ukunciphisa uhla lomkhiqizo, ukususa okungadingekile, nokugxila izinsiza emikhiqizweni embalwa yamasu kwandisa inani elibonwayo ngaphezu kokwethula izinto ezintsha eziyinkulungwane.
Isinyathelo sesibili Tshala imali lapho ikhasimende likubona khonaNgezinye izikhathi ukuthuthukisa ukupakisha, indawo yokuthengisa, noma ulwazi lokuthenga kusebenza kangcono kunokwenza ushintsho lobuchwepheshe olungabonakali. Ukupakisha okunemizwa, isiko lomsebenzisi, imininingwane encane ekulethweni, noma isevisi evelele yangemva kokuthengisa kudala izinkumbulo ezihlala isikhathi eside kunentuthuko umsebenzisi angayiboni.
Ukwenziwa kwe-premiumization kudinga futhi ukuxoxa izindaba okuyiqinisoIkhasimende alifuni indaba eqanjiwe; lifuna ukuqonda ukuthi kungani lowo mkhiqizo uhlukile, ukuthi iyiphi inkolelo noma injongo ekhona ngemuva kwawo, ukuthi umphakathi uwusekela kanjani. Kusukela ku-yogurt yesitolo esikhulu kuya esiphuzweni esisebenzayo, noma yimuphi umkhiqizo ungakha indaba ethembekile mayelana nomsuka wawo, indlela, umthelela, noma isiko lokusetshenziswa kwawo.
Okokugcina, yonke i-ecosystem kumele ivumelane: umkhiqizo, ukuxhumana, intengo, ukusatshalaliswa, kanye nensizakalo. Akunasizathu sokuveza isithombe esisezingeni eliphezulu uma ulwazi olutholakala esitolo noma ku-inthanethi luyinto evamile. Ngezinye izikhathi, isu elihlakaniphile kakhulu... dala uhlobo olungaphansi iqondiswe ngqo kule ndawo ye-premium, ikakhulukazi uma uhlobo lomkhiqizo oluyinhloko lunesikhundla esikhulu emakethe esingangqubuzana nenkulumo entsha.
Kusukela ekunethezekeni okungokoqobo kuya ekunethezekeni kwedijithali: e-commerce, ezokuxhumana kanye ne-omnichannel
Sekuyiminyaka kucatshangwa ukuthi ukunethezeka akuhambisani kahle nokuhweba nge-e-commerce ngoba ulwazi olutholakala esitolo alunakushintshwa. Namuhla kusobala ukuthi lo mbono usuphelelwe yisikhathi. Isiteshi esiku-inthanethi singesinye sezikhula ngokushesha kulo mkhakha, uma nje sivumelana ne- okulindelwe kokukhethekile kanye nensizakalo yeklayenti elihola kahle.
Ukuze isayithi le-e-commerce elisezingeni eliphezulu noma elisezingeni eliphezulu lisebenze, ithempulethi ejwayelekile ayanele. Kudinga... imiklamo eyenziwe ngokwezifiso kakhuluUkuzulazula okubushelelezi, okuqukethwe okubonakalayo kwekhwalithi ephezulu, ukulandisa izindaba okuhlanganisiwe, kanye nemininingwane emincane ehlala ikukhumbuza ukuthi usendaweni ekhethekile. Umgomo uwukuletha esikrinini umuzwa wesitolo esiklanywe kahle.
Izinto ezifana ne- ukwesekwa kwamakhasimende okwenzelwe wenaUkulethwa okusheshayo nokuguquguqukayo, ukupakisha ngokucophelela, kanye nensizakalo yokuthatha isinyathelo ngemuva kokuthengisa kubalulekile. Iphutha elivamile ukutshala imali kakhulu ekukhiqizeni uphawu bese wehluleka ezintweni eziyisisekelo (ukusabela okuhamba kancane, izinkinga zokuthumela, ukupakisha okubi), okubhubhisa ngokushesha umbono wokunethezeka noma ikhwalithi ephezulu.
Imithombo yezokuxhumana isibe yisiteji esiyinhloko lapho umdlalo udlalwa khona. ukubaluleka kwamasiko kokunethezekaI-Instagram, i-TikTok, kanye ne-WeChat kuyimibukiso futhi, ngesikhathi esifanayo, izindawo zokuxoxa. Imikhankaso esemthethweni akuyona yodwa into ebalulekile: ukuba khona ezinkundleni zokuxhumana nakho kubalulekile. okuqukethwe kwabantu abanethonyaAmanxusa nabasebenzisi ababonisa ukuthenga kwabo, amasiko, kanye nokuhlangenwe nakho kwabo nomkhiqizo.
Ngaphezu kwalokho, umngcele phakathi kwezwe elingokoqobo neledijithali ufiphazwa amamodeli e-omnichannel. Imikhiqizo ethuthuke kakhulu ihlanganisa izitolo zayo, ukuthengisa okukhethiwe kwemikhiqizo eminingi, ukuhweba nge-e-commerce, ukuhweba kwezenhlalo, kanye nokuhlangenwe nakho kwesikhashana (ama-pop-up, imicimbi, ukubambisana) kube isu elilodwa. Ikhasimende lingathola umkhiqizo ku-TikTok, liwubone ekhoneni lesitolo esikhulu, liwuzame esitolo esikhulu, bese ekugcineni liwuthenga kuselula yalo ukuze ulethwe ekhaya lalo. ukupakishwa okufanelekela i-boutique.
Ukusimama, ukuthengisa kabusha, kanye nokunethezeka okunengqondo
Ukusimama kusuke ekubeni "yinzuzo" enhle kwaba yi-"plus" isici sesinqumo sangempela ekusetshenzisweni kobukhazikhazi kanye nokwe-premium. Ngokuqhubekayo, abathengi abachitha imali eningi bayabuza ukuthi lezi zinto zivelaphi, ukuthi ubani okhiqiza imikhiqizo, ukuthi ishiya muphi umthelela wemvelo, nokuthi uhlobo luthatha siphi isimo ezindabeni zomphakathi ezifanele ezifana nokuthi imithwalo yemfanelo yomphakathi.
Ebukhazikhazini obunomthwalo wemfanelo, ukusimama akukhona nje ukusebenzisa indwangu ephinde yasetshenziswa. lonke uchungechunge lwenaniUkulandeleka kwezinto zokusetshenziswa (isibonelo, amadayimane atholakala ngokuziphatha), izinqubo zokukhiqiza ezingangcolisi kakhulu, ukunciphisa imfucuza, ukupakishwa okusetshenziswa kabusha noma okungasetshenziswa kabusha, kanye nokuzibophezela okucacile enhlalakahleni yezilwane kanye namalungelo abasebenzi. Inselele itholakala ekuboniseni lokhu ngamaqiniso nedatha, hhayi nje ngemikhankaso emihle.
Enye yezinguquko ezinkulu zeminyaka yamuva ukuhlanganiswa kwe imakethe yesekendi kanye nomnotho ojikelezayo Emkhakheni wobukhazikhazi, amapulatifomu agxile ekuthengisweni kabusha kwezikhwama zezandla eziklanyiwe, amawashi, kanye nemfashini avumela abathengi ukuthi bafinyelele izingcezu ezidumile ngamanani aphansi, kuyilapho futhi bandisa isikhathi sokuphila komkhiqizo. Kubathengi abaningi, ukuthola ucezu lwakudala oluqinisekisiwe kukhanga kakhulu kunokuthenga olusha.
Kunokuba kudliwe ibhizinisi, ukuthengisa kabusha kungaqinisa ukufiseleka komkhiqizoUma isikhwama sesandla sigcina noma sikhulisa inani laso emakethe yesibili, umbono waso njengotshalomali oluhlakaniphile uyakhula. Akuyona into engaqondakali ukuthi iningi labathengi abasezingeni eliphezulu bathi bangathenga okwesibili ukube isitifiketi sobuqiniso kanye nesiteshi bekusemthethweni, nokuthi abaningi babheka amamodeli okuqasha izinto ezikhethekile ngendlela enhle.
Ngesikhathi esifanayo, imithethonqubo efana ne- Digital Product Passport E-European Union, imikhiqizo iphoqelelwa ukuthi inikeze ulwazi olucacile nolufinyelelekayo mayelana nemvelaphi, izinto zokwakha, umthelela wemvelo, kanye nezinketho zokuvuselela noma zokulungisa imikhiqizo yayo. Ukunethezeka akusakwazi ukusekelwa ekusithekeni okuphelele; kudinga izinga elikhulayo lokucaca ukuze kuhlale kwamukelekile emphakathini.
Izigaba zomkhiqizo nokusetshenziswa: ukulula, ukuthenga, okukhethekile, kanye nokungafunwa
Ukuze uqonde ngokugcwele indawo yokunethezeka nokusetshenziswa kwe-premium emakethe, kuyasiza ukukhumbula ukuhlukaniswa kwakudala kwe- imikhiqizo yabathengi ngokwendlela umthengi aziphatha ngayo: ukulula, ukuthenga, okukhethekile kanye nokungafunwa.
I-Los imikhiqizo elula Lezi yizinto ezithengwa njalo ezidinga umzamo omncane futhi ezibiza kakhulu: ukudla okuyisisekelo, ukudla okulula, imikhiqizo yokuhlanzeka komuntu siqu, kanye nezimpahla zasekhaya. Amakhasimende lapha enza izinqumo ezisheshayo, ngokuvamile ezingenangqondo, futhi alindele ukutholakala okuphezulu. Ukumaketha kuncike ekubeni khona kwabantu abaningi, ukukhushulwa, kanye nezikhumbuzo eziqhubekayo.
I-Los thenga imikhiqizo Zihilela ukuqhathanisa okwengeziwe kanye nocwaningo: izingubo ezisezingeni eliphakathi neliphezulu, izinto zikagesi, ifenisha, izinto zikagesi, izimpahla zezemidlalo. Abathengi babuyekeza izinketho, babheke izibuyekezo, baqhathanise amanani, futhi bahlole izinqubomgomo zokubuyisa noma iziqinisekiso. Intengo ayisekho ukuphela kwesici; ikhwalithi ebonwayo, ukwakheka, ukwethenjwa komkhiqizo, kanye nensizakalo nakho kuyasetshenziswa.
I-Los imikhiqizo ekhethekile Ziyisigaba semvelo sezimpahla zokunethezeka nezisezingeni eliphezulu. Lapha, ikhasimende lifuna ngamabomu uhlobo oluthile noma imodeli futhi lizimisele ukutshala isikhathi nemali enkulu esinqumweni. Lezi yizinto ezibonisa ukunambitheka, amanani, kanye nesimo: amawashi aphezulu, izimoto zezemidlalo, ukubambisana kwezingubo zasemgwaqweni okulinganiselwe, imishini ye-espresso yobungcweti, kanye nemikhiqizo ekhethekile enobungani nemvelo.
Ekugcineni, i- izimpahla ezingafunwa (Umshwalense, izinsizakalo zomngcwabo, izinsizakalo ezithile zezokwelapha noma zomthetho) azifunwa kakhulu, kodwa ziba ziyadingeka ngezikhathi ezithile. Ukumaketha kwabo kusekelwe kakhulu emfundweni, ekuthembekeni, nasekulawulweni kwezingozi kunasesifisweni.
Izinto eziningi ezintsha zakamuva—njenge- imikhiqizo ehlanganisiwe Imikhiqizo ehlanganisa ihadiwe kanye nokubhaliselwe kwedijithali (izipikha ezihlakaniphile, amabhayisikili axhunyiwe, izinto ezigqokwayo) ifiphaza lezi zigaba. Ingaqala njengokuthenga okucatshangelwayo futhi igcine iphathwa cishe njengemikhiqizo elula ngokugcwalisa kabusha okuzenzakalelayo, okuqukethwe okuphindaphindiwe, noma izinsizakalo ezihlobene.
Amanani, iziteshi namasu okuncintisana emakethe ye-premium kanye neyokunethezeka
Ukuchaza ngokucacile isigaba odlala kuso kusiza ekwakheni isu lokuthengisa amanani elihambisanayo kanye nokusabalalisaImikhiqizo elula ivame ukusebenza ngamanani aphansi kanye nomthamo ophezulu, incike emananini ancintisanayo noma kumamodeli "amanani aphansi njalo". Ngokuphambene nalokho, imikhiqizo yokuthenga kanye nemikhiqizo ekhethekile ifaneleka kangcono ezinqubomgomo zamanani aphezulu ezinezaphulelo ngezikhathi ezithile noma ezingenazo izaphulelo nhlobo, kuye ngokuthi zibekwe kuphi.
Emkhakheni wemikhiqizo yobukhazikhazi neyobungcweti, Isidingo asizweli kakhulu entengoUmthengi akaqhathanisi amasenti kodwa kunalokho izinga lobuciko, ukungavamile, idumela, kanye nensizakalo. Yingakho ukulungiswa kwentengo kunomthelela omncane ekudingweni kunokushintsha kombono womkhiqizo. Lapha, ukugcina ulwazi oluqhubekayo kubaluleke kakhulu kunokugxila kakhulu ekwehliseni amanani.
Okwamanje, imikhiqizo engafunwa iqhutshwa kakhulu yi- amanani asekelwe ebungozini (njengoba kunjalo ngomshwalense) noma ngamamodeli okubhalisela wonyaka ahlukanisa izindleko futhi enze isinqumo sibe lula. Ikhasimende libheka ukuba nomshwalense wesikhathi esithile ngaphezu kwenjabulo yokuthenga ngokwako.
Ngokuphathelene neziteshi, kunengqondo ukuthi imikhiqizo elula "yonke indawo"Izitolo ezinkulu, izitolo zomakhelwane, izimakethe, kanye nokuhweba okusheshayo konke kuzuza ngamasu omnichannel avumela abasebenzisi ukuthi baqhathanise, bazame, bese bethenga imikhiqizo noma kuphi lapho bethanda khona. Nokho, emikhiqizweni ekhethekile neyokunethezeka, ukusatshalaliswa okukhethiwe kanye nezindawo zokuthengisa ezikhethwe ngokucophelela kubalulekile ekugcineni isithombe sabo esidumile.
Imikhiqizo engacelwanga incike kakhulu eziteshini lapho ukwethembeka kanye nemithi kadokotela Lezi yizici ezibalulekile: amasayithi okuqhathanisa ku-inthanethi, izivumelwano namabhange noma izinhlangano zezindlu, izincomo zezokwelapha, njll. Umgomo ukuba khona lapho kuphakama isidingo, ngomyalezo ocacile noqinisekisayo.
Ukuxhumana kabusha nekhasimende elinobukhazikhazi nelinesifiso
Eminyakeni yamuva nje, ingxenye yabathengi bendabuko abathengisa izinto zokunethezeka isikhathele ukuqoqa imikhiqizo eminingi futhi ishintshele enye yezindleko zayo ukuhamba, ukudla kanye nezinsizakaloNgesikhathi esifanayo, kuvela ikhasimende elifisayo elingathengi okuningi kodwa elithonya kakhulu isithombe somkhiqizo. Ukuxhumana kabusha namaqembu womabili kudinga ukubuyekeza izisekelo ezine ezibalulekile.
Okokuqala ukuqinisekisa ukuthi ikhwalithi ebonakalayo nehambisanayoAkwanele ukuthi umkhiqizo ube muhle ngokuphelele; ikhasimende kufanele lizizwe, kusukela ekuqaleni kokuxhumana, ukuthi ukutshalwa kwezimali kwalo kuyafaneleka. Lokho kuhlanganisa izinto zokwakha, ukuqeda, ukuklama, indaba, isevisi, kanye nemininingwane yesipiliyoni.
Okwesibili ukunikeza okuhlangenwe nakho okunenjongoIphesenti elikhulu labathengi bezinto zokunethezeka lichitha izinkulungwane zama-euro ngonyaka ngaphandle kokuthola noma yiluphi ulwazi olwengeziwe. Ngesikhathi esifanayo, abaningi bathi bangathanda ukukhokha imali eyengeziwe ukuze bafinyelele emicimbini, izinsizakalo ezenzelwe wena, okuqukethwe okukhethekile, noma amasiko okuthenga aklanywe kahle. Okuhlangenwe nakho akuseyona nje "ibhonasi" kodwa kuyimbangela yangempela yokwehluka nokwethembeka.
Inzuzo yesithathu ukuqonda imakethe yesekendi njenge umlinganiIngxenye enkulu yabathengi ingathanda ukuthenga imikhiqizo ethengisiwe kabusha uma iphathwa ngqo yilo mkhiqizo futhi inikezwa isitifiketi sobuqiniso. Lokhu kusebenza futhi nasezindaweni zokuqasha: kunokuba zicekele phansi ibhizinisi eliyinhloko, lawa mamodeli andisa isisekelo samakhasimende, aqinise inani elibonwayo, futhi asekele indaba yokuzinza.
Okokugcina, indlela esebenza kahle ye-omnichannel ayinakuxoxiswana ngayo. Nakuba izitolo ezithengisa izinto ezibizayo zihlala ziyisiteshi esithandwayo sokuthenga izinto eziningi zokunethezeka, izizukulwane ezisencane zilindele ukuhamba kalula phakathi kweziteshi ezahlukene. ku-inthanethi nokungaxhunyiwe ku-inthanethiUkwenza kube ngokwakho okuqhutshwa idatha, abancomi abasebenzisa i-AI, ukuboniswa komkhiqizo okuthuthukisiwe, kanye nezinsizakalo zokubhukha ama-aphoyintimenti edijithali manje sekuyingxenye yendinganiso.
Esimweni lapho amakhasimende esephenduke afuna kakhulu, lapho ukwehla kwamandla emali kuye kwaphazamisa ubudlelwano bekhwalithi nentengo, futhi lapho ukuhlolisiswa komphakathi kukhulu kunanini ngaphambili, inselele yangempela yemikhiqizo iwukubabuyisela emuva ngokuzivumelanisa nezimo: nikeza okuncane, kodwa kungconoLalela kabanzi futhi usebenzise amakhodi okunethezeka - ubuhle, imininingwane, ukuxoxa izindaba, ukungabi khona kwezinto - hhayi njengento yokucasha, kodwa njengokuzinikela kwangempela enanini elifanele ukukhunjulwa.
