Iindaba kunye neCofa

“Ubuchwephesha” ngokwefashoni ligama elibanzi eliquka yonke into ukusuka kwidatha yemveliso kunye nokulandeleka ukuya kulungiselelo, ulawulo loluhlu lwempahla kunye nokuleyibhile kwempahla. Njengexesha elilisambrela, itekhnoloji igubungela zonke ezi zihloko kwaye buyeyona ndlela ibaluleke kakhulu yokwenza imifuziselo yoshishino esetyhula. sithetha ngetekhnoloji, asisathethi nje malunga neengubo zokulandela umkhondo ukusuka kumthengisi ukuya kwivenkile ethengisa ukulinganisa ukuba zininzi iimpahla ezithengiswayo, asithethi nje ngokubonisa ilizwe lemvelaphi kunye (kaninzi elingathembekanga) ulwazi malunga nokuqulunqwa kwemveliso Ulwazi. .Endaweni yoko, lixesha lokugxila ekunyukeni "kwezinto ezibangela idijithali" ekukhuthazeni imodeli yefashoni ephindaphindiweyo.
Kwimodeli yeshishini lesetyhula kunye nerenti, iimpawu kunye nababoneleli besisombululo kufuneka babuyisele izambatho ezithengisiweyo kubo ukuze zilungiswe, zisetyenziswe okanye zisetyenziswe kwakhona. Ukuququzelela ubomi besibini, wesithathu nowesine, isambatho ngasinye siya kuzuza kwinombolo yesazisi esikhethekileyo kwaye ukulandelela ubomi okwakhelwe ngaphakathi.Ngexesha lenkqubo yokurenta, isambatho ngasinye kufuneka silandelelwe ukusuka kumthengi ukulungisa okanye ukucocwa, ukubuyela kwi-inventri eqeshwayo, kumthengi olandelayo.Ukuthengiswa kwakhona, iiplatifomu zomntu wesithathu kufuneka zikwazi kakuhle ukuba luhlobo luni lwesibini- impahla yesandla abanayo, njengeentengiso ekrwada kunye nedatha yokuthengisa, enceda ukuqinisekisa ubunyani bayo kwaye ixelele indlela yokuxabisa abathengi ukuze bathengiswe kwakhona kwixesha elizayo.Igalelo: I-Digital trigger.
I-Digital triggers idibanisa abathengi kunye nedatha equlethwe kwi-software platform.Uhlobo lwabathengi bedatha abanokufikelela lulawulwa ziimpawu kunye nababoneleli benkonzo, kwaye banokuba nolwazi malunga neengubo ezithile - njengemiyalelo yokunyamekela kunye nomxholo wefiber - okanye ukuvumela abathengi. ukusebenzisana neempawu malunga nokuthenga kwabo - ngokubaqondisa, umzekelo, iphulo lokuthengisa idijithali kwimveliso yempahla.Okwangoku, eyona ndlela ibonakalayo kunye neqhelekileyo yokubandakanya i-digital triggers kwiingubo kukongeza ikhowudi ye-QR kwileyibhile yokunyamekela okanye kwiqabane elahlukileyo ileyibhile ebhalwe "Scan Me." Uninzi lwabathengi namhlanje bayazi ukuba banokuskena ikhowudi ye-QR nge-smartphone, nangona ukwamkelwa kwekhowudi ye-QR kuyahluka ngokwengingqi. I-Asia ikhokela indlela yokwamkelwa, ngelixa iYurophu isemva kakhulu.
Umceli mngeni kukugcina ikhowudi yeQR kwisambatho ngamaxesha onke, njengoko iilebhile zokunyamekela zihlala zinqunyulwa ngabathengi.Ewe, mfundi, nawe wenza njalo!Sonke siyenzile ngaphambili.Akukho mibhalo ithetha ukuba akukho datha.Ukunciphisa lo mngcipheko , iimpawu zingongeza ikhowudi ye-QR kwileyibhile ethungelweyo ephothiweyo okanye ifake ileyibhile ngokudluliswa kobushushu, iqinisekisa ukuba ikhowudi ye-QR ayikhiphi kwimpahla. Oko kwathiwa, ukuthunga ikhowudi ye-QR kwilaphu ngokwalo akukwenzi kucace kubathengi. ukuba ikhowudi ye-QR inxulunyaniswa nenkathalo kunye nolwazi lomxholo, ukunciphisa amathuba okuba baya kuhendwa ukuba bayiskene ngenjongo yayo.
Eyesibini yithegi ye-NFC (Near Field Communication) efakwe kwithegi elukiweyo, engenakwenzeka kakhulu ukuba isuswe.Nangona kunjalo, abavelisi bempahla kufuneka bayenze icace kakhulu kubathengi ukuba ikhona kwithegi elukiweyo, kwaye kufuneka baqonde indlela. Ezinye ii-smartphones, ngakumbi ezo zikhutshwe kwiminyaka embalwa edlulileyo, zine-chip ye-NFC eyakhelwe kwi-hardware, kodwa ayizizo zonke iifowuni ezinayo, oku kuthetha ukuba abathengi abaninzi kufuneka bakhuphe umfundi ozinikeleyo we-NFC kwi-hardware. Ivenkile yosetyenziso.
I-trigger yokugqibela yedijithali enokuthi isetyenziswe yi-RFID (isibonakaliso serediyo yerediyo), kodwa iithegi ze-RFID aziqhelekanga ukujongana nomthengi. Endaweni yoko, zisetyenziselwa ukuxhoma iithegi okanye ukupakishwa ukulandelela imveliso yemveliso kunye nokugcinwa kwempilo, yonke indlela. kumthengi, kwaye emva koko ubuyele kumthengisi ukulungiswa okanye ukuthengiswa kwakhona.Iithegi zeRFID zifuna abafundi abazinikeleyo, kwaye oku kuthintelwa kuthetha ukuba abathengi abanakukwazi ukuskena, oku kuthetha ukuba ulwazi olujongene nomthengi kufuneka lufikeleleke kwenye indawo.Ngoko ke, iithegi zeRFID ziluncedo kakhulu ababoneleli besisombululo kunye neenkqubo zokugqibela njengoko ziququzelela ukulandeleka kulo lonke ikhonkco lobomi.Enye into enzima kwisicelo sayo kukuba iithegi zeRFID zihlala zingahambelani nokuhlamba, okungaphantsi kokufanelekileyo kwiimodeli zesambatho setyhula kwishishini lempahla, apho ukufunda kubalulekile ekuhambeni kwexesha.
Iimveliso ziqwalasela inani lezinto xa zithatha isigqibo sokuphumeza izisombululo zeteknoloji yedijithali, kubandakanywa ikamva lemveliso, umthetho wexesha elizayo, ukusebenzisana nabathengi ngexesha lomjikelo wobomi bemveliso, kunye nefuthe lokusingqongileyo kwempahla.Bafuna ukuba abathengi bandise ubomi babo. Iimpahla ngokuphinda zisetyenziswe, zilungiswe okanye ziphinde zisetyenziswe. Ngokusetyenziswa ngobukrelekrele bezixhobo zedijithali kunye neethegi, iibrendi nazo ziyakwazi ukuziqonda ngcono iimfuno zabathengi.
Ngokomzekelo, ngokulandelela izigaba ezininzi zomjikelo wobomi besambatho, ii-brand ziyakwazi xa ukulungiswa kuyadingeka okanye xa ukuqondisa abathengi ukuba bahlaziye iimpahla. ukungahambi kakuhle okanye ukungabonakali, ngelixa ii-digital triggers zingahlala kwimveliso ixesha elide ngokubeka ngokuthe ngqo kwisambatho .Ngokuqhelekileyo, iimpawu eziphonononga iinketho zemveliso ye-digital trigger (NFC, RFID, QR, okanye ezinye) ziya kuphonononga eyona ndlela ilula kwaye ingabizi kakhulu. ukongeza i-digital trigger kwimveliso yabo ekhoyo ngaphandle kokuphazamisa ukuba i-digital trigger Ikhono lokuhlala kulo lonke umjikelezo wobomi bemveliso.
Ukhetho lweteknoloji luxhomekeke kwinto abazama ukuyiphumeza.Ukuba iimpawu zifuna ukubonisa abathengi ulwazi oluthe kratya malunga nendlela iimpahla zabo ezisetyenziswa ngayo, okanye bavumele ukuba bakhethe indlela yokuthatha inxaxheba ekuhlaziyweni okanye ekusetyenzisweni ngokutsha, kuya kufuneka ukuba basebenzise izinto ezibangela idijithali ezifana I-QR okanye i-NFC, njengoko abathengi abanako ukuskena i-RFID.Nangona kunjalo, ukuba uphawu lufuna ulawulo olusebenzayo lwangaphakathi okanye oluphuma ngaphandle kunye nokulandelela i-asethi kulo lonke ulungiso kunye neenkonzo zokucoca imodeli yokurenta, ke i-RFID ehlambakayo iyavakala.
Okwangoku, iileyibhile zokhathalelo lomzimba zihlala ziyimfuneko yomthetho, kodwa inani elonyukayo lomthetho welizwe elithile liqhubela ekuvumeleni ukunakekelwa kunye nolwazi lomxholo ukuba lunikezelwe ngedijithali.Njengoko abathengi bafuna ukucaca ngakumbi malunga neemveliso zabo, isinyathelo sokuqala kukulindela ukuba i-digital triggers. iya kubonakala ngokunyukayo njenge-add-on kwiileyibhile zokunyamekela ngokomzimba, kunokuba ithathe indawo.Le ndlela imbini ifikeleleke ngakumbi kwaye iphazamiseka ngaphantsi kweempawu kwaye ivumela ukugcinwa kolwazi olongezelelweyo malunga nemveliso kwaye ivumela ukuthatha inxaxheba ngakumbi kwi-e-commerce, Kwinkqubo, oku kuthetha ukuba iileyibhile ezibonakalayo ziya kuqhubeka nokusebenzisa ilizwe lemvelaphi kunye nokwakhiwa kwemathiriyeli kwikamva elibonakalayo, kodwa nokuba zikwileyibhile enye okanye iilebhile ezongezelelweyo, okanye ezizinziswe ngokuthe ngqo kwilaphu ngokwalo, kuyakwenzeka Ukuskena. izixhokonxa.
Ezi zixhokonxa zedijithali zinokunyusa ukungafihli, njengoko iimpawu zinokubonisa uhambo lokubonelela ngempahla kwaye zinokuqinisekisa ubunyani bengubo.Ukongezelela, ngokuvumela abathengi ukuba baskene izinto kwiwadi yabo yedijithali, iibrendi zinokwenza kwakhona imijelo emitsha yengeniso kumaqonga edijithali ngokwenza kube lula. ukuze abathengi baphinde bathengise iimpahla zabo ezindala.Ekugqibeleni, izivuzisi zedijithali zinokwenza urhwebo lwe-e-commerce okanye irenti, ngokomzekelo, ukubonisa abathengi indawo yomgqomo wabo okufutshane ofanelekileyo wokurisayikilisha.
Inkqubo yokurisayikilisha ye-Adidas'''Infinite Play', eyasungulwa e-UK ngo-2019, iya kwamkela kuqala kuphela iimveliso ezithengwe ngabathengi kumajelo asemthethweni e-adidas, njengoko iimveliso zingeniswa ngokuzenzekelayo kwimbali yazo yokuthenga kwi-intanethi emva koko zithengiswe kwakhona. Oku kuthetha ukuba izinto azinakuskenwa. ngokusebenzisa ikhowudi kwisambatho ngokwayo.Nangona kunjalo, ekubeni i-Adidas ithengisa inxalenye enkulu yeemveliso zayo ngokusebenzisa abathengisi kunye nabathengisi beqela lesithathu, inkqubo yesetyhula ayifikeleli kubathengi abaninzi kangangoko kunokwenzeka.I-Adidas idinga ukufumana abathengi abaninzi ababandakanyekayo.Njengoko ijika ngaphandle, isisombululo sele sikwimveliso.Ukongezelela kwi-tech yabo kunye ne-label iqabane uAvery Dennison, iimveliso ze-Adidas sele zinekhowudi ye-matrix: ikhowudi ye-QR ehambelanayo edibanisa iingubo zabathengi kwi-Infinite Play app, kungakhathaliseki ukuba yayiphi ingubo. ithengiwe.
Kubathengi, inkqubo ilula, kunye neekhowudi ze-QR zidlala indima ebalulekileyo kwinyathelo ngalinye lenkqubo. ezinye iimveliso ezithengwa ngamajelo asemthethweni e-adidas.
I-app iya kubonisa abathengi ixabiso lokuphinda lithenge loo nto.Ukuba unomdla, abathengi banokukhetha ukuyithengisa kwakhona loo nto.I-Adidas isebenzisa inombolo ekhoyo yenxalenye yemveliso kwileyibhile yemveliso ukwazisa abasebenzisi ukuba imveliso yabo ifanelekile na ukubuyiswa, kwaye ukuba kunjalo. , baya kufumana ikhadi lesipho le-Adidas njengembuyekezo.
Okokugqibela, umboneleli wezisombululo ezithengiswayo kwakhona uStuffstr uququzelela ukuchola-chola kwaye ulawule ukusetyenzwa okuqhubekayo kweemveliso ngaphambi kokuba zithengiswe kwakhona kwinkqubo yokuDlala engapheliyo kubomi besibini.
I-Adidas ikhankanya iinzuzo ezimbini eziphambili zokusebenzisa i-label yekhowudi ye-QR.Okokuqala, umxholo wekhowudi ye-QR unokuba usisigxina okanye uguquguqukayo.I-Digital triggers ingabonisa ulwazi oluthile xa izambatho zithengwa kuqala, kodwa emva kweminyaka emibini, iimpawu zingatshintsha ulwazi olubonakalayo ukubonisa, ezifana nokuhlaziya iinketho zokurisayikilisha zasekhaya.Okwesibini, ikhowudi yeQR ichonga impahla nganye nganye.Akukho zihempe zimbini ziyafana, azifani nesimbo kunye nombala.Olu phawu lwenqanaba le-asethi lubalulekile ekuthengiseni kwakhona nasekuqeshisweni, kwaye kwi-Adidas, ithetha ukuba. ukukwazi ukuqikelela ngokuchanekileyo amaxabiso okuthenga kwakhona, uqinisekise iimpahla zokwenyani, kunye nokubonelela abathengi bobomi besibini ngento abayithengileyo ngenkcazo eneenkcukacha.
I-CaaStle yinkonzo elawulwa ngokupheleleyo ye-turnkey eyenza iimpawu ezifana ne-Scotch kunye ne-Soda, i-LOFT kunye ne-Vince zinikeze iimodeli zoshishino zokurenta ngokubonelela ngeteknoloji, ukubuyisela izinto eziphathekayo, iinkqubo kunye neziseko njengesisombululo sokugqibela.Early on, i-CaaStle yagqiba ekubeni idinga ukulandelela izambatho kwinqanaba le-asethi yomntu, kungekhona nje ii-SKUs (ngokuqhelekileyo izitayela kunye nemibala) .Njengoko iCaaStle ibika, ukuba uphawu luqhuba imodeli yomgca apho iimpahla zithengiswa kwaye azizange zibuyiselwe, akukho mfuneko yokulandelela yonke impahla. kule meko, konke okufunekayo kukwazi ukuba ingakanani impahla ethile umthengisi aya kuvelisa, ukuba kugqithiswe kangakanani, kwaye kuthengiswe malini.
Kwimodeli yeshishini lokuqeshisa, i-asethi nganye kufuneka ilandelwe ngabanye.Kufuneka wazi ukuba zeziphi ii-asethi ezikwiindawo zokugcina iimpahla, ezihleli kunye nabathengi, kwaye zeziphi ezicinywayo. Oku kubaluleke ngakumbi njengoko kunxulumene nokuguga kunye nokukrazula kwempahla. njengoko zinemijikelezo emininzi yobomi.Iimpawu okanye ababoneleli besisombululo abalawula iimpahla zokuqeshisa kufuneka bakwazi ukulandelela ukuba kangaphi isambatho ngasinye sisetyenziswa kwindawo nganye yokuthengisa, kunye nokuba iingxelo zomonakalo zisebenza njani njengempendulo yokuphucula ukuyila kunye nokukhethwa kwezinto eziphathekayo. kubalulekile kuba abathengi abaguquguquki kangako xa bevavanya umgangatho wempahla esetyenzisiweyo okanye eqeshiweyo; imiba encinci yokuthunga ayinakwamkeleka.Xa usebenzisa inkqubo yokulandelela i-asethi-level, i-CaaStle inokulandelela iingubo ngokuhlola, ukucubungula, kunye nenkqubo yokucoca, ngoko ke ukuba ingubo ithunyelwa kumthengi ngembobo kwaye umthengi uyakhalaza, banako. ukulandelela kanye ukuba yintoni engalunganga kwinkqubo yabo.
Kwinkqubo ye-CaaStle eyenziwa ngedijithali kwaye ilandelwe, u-Amy Kang (uMlawuli weeNkqubo zePlatform yeMveliso) uchaza ukuba izinto ezintathu eziphambili ziyimfuneko; Ukuzingisa kweteknoloji, ukufunda kunye nesantya sokuqaphela. Ukutyhubela iminyaka, i-CaaStle iye yatshintsha ukusuka kwizitikha zelaphu kunye neethegi ukuya kwiibhakhowudi kwaye ngokuthe ngcembe ukuya kwi-RFID ehlambayo, ngoko ke ndifumene okokuqala ukuba ezi zinto zahluke njani kwiintlobo zeteknoloji.
Njengoko itheyibhile ibonisa, izincamathelisi zelaphu kunye neziphawuli ngokuqhelekileyo azinqweneleki kangako, nangona zizizisombululo ezingabizi kakhulu kwaye zinokuziswa emarikeni ngokukhawuleza. Njengoko iingxelo zeCaaStle, iziphawuli ezibhalwe ngesandla okanye izincamathelisi zinokuphela okanye ziphume kwindawo yokuhlamba.Iibhakhowudi. kwaye iiRFID ezihlambekayo zifundeka ngakumbi kwaye aziyi kucinywa, kodwa kukwabalulekile ukuqinisekisa ukuba izinto ezibangela idijithali ziyalukwa okanye zithungelwe kwiindawo ezifanayo kwiimpahla ukuphepha inkqubo yokuba abasebenzi bogcino bahlale befuna iilebhile kwaye banciphise ukusebenza kakuhle. enokubakho ngezantya eziphezulu zokuqaphela iskena, kunye neCaaStle kunye nabanye ababoneleli bezisombululo ezininzi ezikhokelayo balindele ukufudukela kwesi sisombululo xa itekhnoloji ikhula ngakumbi, njengamazinga eempazamo xa uskena iimpahla kwezinye ezikufutshane.
I-Renewal Workshop (TRW) yinkonzo epheleleyo yokuthengiswa kokuphela ukuya ekupheleni kwekomkhulu e-Oregon, eU.SA kunye nesiseko sesibini e-Amsterdam.TRW yamkela ukusilela kwabathengi bangaphambili kunye nokubuyisela okanye iimveliso zasemva kwabathengi - zihlele ukuba zisetyenziswe kwakhona, kwaye zicoca kwaye ibuyisela izinto ezinokuphinda zisebenziseke kwimeko entsha, nokuba kwiwebhusayithi yazo okanye kwiwebhusayithi yazo iiplagi zeWhite Label zidweliswe kwiiwebhusayithi zebhrendi yeqabane.Ukuleyibhelishwa kweDigital kube yinto ebalulekileyo kwinkqubo yayo ukususela ekuqaleni, kwaye i-TRW ibeke phambili ukulandelwa kwenqanaba le-asethi. ukuququzelela imodeli yokuthengisa enebrand.
Ngokufana ne-Adidas kunye ne-CaaStle, i-TRW ilawula iimveliso kwinqanaba le-asethi. Emva koko bangena kwi-platform ye-e-commerce ye-white-label ene-brand brand.TRW ilawula i-backend inventory kunye nenkonzo yabathengi.Isambatho ngasinye sinebhakhowudi kunye nenombolo ye-serial, apho i-TRW isebenzisa ukuqokelela idatha kwi-brand yasekuqaleni.Kubalulekile ukuba i-TRW ikwazi iinkcukacha zempahla esetyenzisiweyo abanayo ukuze bazi kakuhle ukuba yiyiphi inguqulelo yempahla abanayo, ixabiso ekuqalisweni kunye nendlela yokuyichaza xa ibuyele. ukuthengiswa kwakhona.Ukufumana olu lwazi lwemveliso kunokuba nzima kuba iibhrendi ezininzi ezisebenza kwi-linear system azinayo inkqubo yokuphendula ngembuyekezo yemveliso.Emva kokuba ithengisiwe, yalityalwa kakhulu.
Njengoko abathengi belindele ngakumbi idatha ekuthengeni okwesibini, njengolwazi lwemveliso yokuqala, ishishini liya kuzuza ngokwenza le datha ifikeleleke kwaye idluliselwe.
Lithini ke ikamva? Kwilizwe elilungileyo elikhokelwa ngamaqabane ethu kunye neebrendi, ishishini liya kuqhubela phambili ekuphuhliseni "iincwadana zokundwendwela zedijithali" zempahla, iibrendi, abathengisi, abahlaziywa ngokutsha kunye nabaxumi abanee-asethi ezivunyiweyo jikelele zenqanaba lokubangela njl njl. Le teknoloji isemgangathweni kunye nesisombululo sokuleyibhile kuthetha ukuba ayinguye wonke umniki-brand okanye umboneleli wesisombululo oze nenkqubo yakhe yobunini, eshiya abathengi bedidekile kulwandle lwezinto ekufuneka bazikhumbule. Ngale ndlela, ikamva leteknoloji yefashoni inokwenene ukumanya ishishini malunga nezenzo ezifanayo kwaye wenze iluphu ifikeleleke ngakumbi kuye wonke umntu.
Uqoqosho lwesetyhula luxhasa iimpawu zempahla ukuphumeza isetyhula ngokusebenzisa iinkqubo zoqeqesho, iiklasi eziphambili, uvavanyo lwesetyhula, njl.njl.Funda ngakumbi apha