The Store of The Future Will Look Like

Here’s What

By Clare O'Connor

Forbes Staff

Translated and Narrated By August Lin, CloudCast. 2014.1.27.

The Limitation of E-Commerce

Few would dispute Amazon’s status as the titan of the e-commerce world, selling more online than its next 12 competitors combined. But given the ubiquity of Jeff Bezos and his bookstore-killer, it’s easy to lose perspective.

沒有人會否認Amazon在電子商務世界的地位，一如泰坦巨人– 其線上銷售的總額比起它12個競爭對手的加總還要多。

但是，如果因此認定Jeff Bezos和他的書店殺手已經無所不在，那又恐怕失之公允。

網路巨人相比實體巨獸，竟是如此渺小！

2013全球零售銷售額比較：

0

500

1000

1500

2000

2500

3000

3500

4000

4500

Amazon Target Walmart

610 620

4293

單位 : 億美金

Amazon銷售額僅是Walmart的13%

網路巨人相比實體巨獸，竟是如此渺小

2012 年美國商務部統計 (B2C業務) :

電子商務發展至今，仍僅佔全美零售總額的 6%。

Total Sales 2012

E-Commerce

Physical Retails

6%

94%

A Survey of Respondents On Both On-line and In-Store

WD Partners 公司角色、願景

角色：零售業顧問公司

WD Partners 公司角色、願景

願景：顧客體驗創新

WD Partners 知名案例 Services Provided By WD Partners : (以Pearle 眼鏡行案例為例)

Brand Positioning 品牌定位 Brand Development 品牌發展 Environments Design 店鋪環境設計 Graphic Design 平面設計 Visual Merchandising 視覺行銷

實體店鋪：昨日的包袱，明日的優勢

Traditional stores can still appeal to modern shoppers by updating their brick and mortar models rather than trying to chase Amazon online.

透過更新實體店鋪商業模式 – 而非試圖在互聯網上追逐亞馬遜 ，傳統店家仍然可以吸引現代購物者。

實體店鋪：昨日的包袱，明日的優勢

The key to finding the edge isn’t copying what Amazon does. It’s doing what Amazon can’t.”

找回優勢的關鍵不是複製亞馬遜做過的事情。而是做那些亞馬遜做不來的事情。

Lee Peterson EVP, Creative Services

WD Partners

WD 重新解譯實體店鋪三大優勢

問卷對象 : 1700個受訪者(涵蓋各個年齡組成) 重大發現：

即時性 (Immediacy) 感官知覺 (Touch and Feel) 獨家商品與議價 (Exclusive Products and Bargains)

1. 即時性 – Immediacy

Shoppers still value immediacy above all else, with 79% listing “instant ownership” as the most appealing attribute of any retailer. “In other words, Amazon still can’t compete with, ‘I can just get in my car and go get it now,’” said Peterson. “Stores are still winning.”

購物者仍然看中「即時性」高於其他一切。 79%的受訪者認為，零售商最吸引人的屬性是「即刻擁有」。 換句話說，亞馬遜仍然無法與之抗衡… (就這點而言)實體店面仍然勝出。

2. 感官知覺 – Touch & Feel

在「即時性」之後，75%的受訪者將「感官知覺」列為零售商第二大吸引人的屬性。緊隨其後，「獨家商品與議價空間」位列第三(65%)。

After the ability to buy a product immediately, “touch and feel”, or sensory perceptions of a store, ranked as the second most appealing attribute (75%), with “exclusive products and bargains” coming in 3rd (65%).

Y世代的偏好 – 實體店鋪的劣勢

However, when the data was sliced across age groups, it became apparent that online retailers have a huge edge with Millennials, who ranked “Unlimited options” and “Customer reviews” as their top two shopping ideals. “Instant ownership” came third.

千禧世代(Y世代)心目中的購物概念排序：

1. 無限的選擇 – Unlimited Options 2. 顧客評價 – Customer Reviews 3. 即刻擁有 – Instant Ownership

三代人的購物偏好差異

Millennials have grown up in the era of the impersonal big box store, with suburbs and strip malls dominated by ToysRUs, Best Buy and Target rather than Main Street shops …

“In the study, Baby Boomers and Gen-Xers were kind of rooting for the stores,” “It’s nostalgic. It’s emotional. Whereas shopping online is clinical.

嬰兒潮與 X世代 Y世代

懷念實體店家 郊區大商場扼殺其對社區小店面的體驗機會

The Store of The Future

Do What Amazon Can’t Do：(1)

With Millennials wanting “unlimited options” at their disposal, stores have an imperative to integrate the digital with the physical. This means creating the illusion of an endless aisle.

This will manifest itself in “armed, wired associates,” able to offer up information at the touch of a tablet screen. “Shoppers should be able to say, ‘show me some reviews on this couch…”

搭配虛擬網路替Y世代創造「無止盡的貨架」

專業店員將連上網路，為顧客提供更多產品訊息。

Do What Amazon Can’t Do：(2)

滿足顧客對更多「個人化服務」(Personal Service)的需求，將是實體店面的改造重點。

如果你做得愈像一個倉庫，亞馬遜就愈能毀滅你。

Lee Peterson, WD Partners

The more you are like a warehouse, the more Amazon is going to crush you.

Do What Amazon Can’t Do：(2)

在提供「個人化服務」這一方面，門市店員將扮演起 重要的社交角色。

實體店員工是一筆巨大的資產。看看業內最出色的那些零售商，蘋果、Nordstrom、Sephora 和Whole Foods，它們雇用那些喜歡和人交際的人。

Store employees are a tremendous asset. Look at the industry’s top-performing retailers, like Apple, Nordstrom, Sephora, and Whole Foods. They hire people who like people

Lee Peterson, WD Partners

Do What Amazon Can’t Do：(2)

我們將看到愈來愈多門市, 提供優渥的薪資、福利和訓練, 用以改善那些大賣場所欠缺的個人化服務。

We’ll see more stores offering enviable salaries, benefits and training to improve the sort of personal service currently missing at big-box retailers.

Lee Peterson, WD Partners

Do What Amazon Can’t Do：(3)

Store environments themselves will change as brick and mortar stores integrate online characteristics.

當實體店面整合更多線上元素後，店鋪的環境設計也將跟著改變。

門市將會被迫增設超級舒適的Lounge沙發。Peterson 預測 ，我們將看到更多提供食物和飲料的小吧台進駐到零售店裡面，一如現在常見的店內咖啡亭一樣。

店鋪設計的8大趨勢 – WD觀點

1. 結合美食能夠促進社交，進而提升銷售

The Social Store

Stores will combine the sociality and the indulgences of food with the pleasures of shopping. WD Partners' report.

商店將結合社交、美食嗜好與購物的樂趣。

2. 性感、動態、夜店般的氛圍將能吸引客流量

The Look of A Nightclub

消費電子的門市必須能夠媲美夜店。

Especially in consumer electronics, stores must rival nightclubs, says WD Partners.

To compete against “Unlimited Options” of online shopping, stores with sexy, dynamic and club-like atmospheres will captivate and drive traffic."

3. 特化的店員服裝：能夠增進社交互動

Coded for Conversation

Associates with distinct functions will increasingly signal their roles with stylized wardrobes, indicative of approachability and purpose. "This breaks down barriers to conversation and drives social interaction," says the research.

依角色設計的店員服裝有助打破交談障礙，促進社交互動。

4. 運用最新數位行動科技的前檯

Tech Is Front & Center

Innovations will move from retail's back-end to the store-front. Associates and shoppers will be empowered, whether with an endless digital aisle and information-rich mobile apps or tablets on the sales floor.

創新科技將從後台移到前檯。

5. 富有教育功能與意義

Be Educational

Trial is stoked with an information-rich environment that informs and educates shoppers. This includes the deployment of high-impact (and often high-tech) signage, as well as space for customers to interact with informed employees.

豐富和富有教育意義的信息能夠帶動產品的試用。

6. 促進親密面談的室內空間設計

Design for Eye Contact

Peterson believes we'll see store interiors designed to promote face-to-face conversation between associates and shoppers, with more intimacy. "Without eye contact, there's less trust," says the report.

店面的內裝將朝向促成店員與顧客的交談來設計。

7. 建築外觀：滿足消費者的偷窺慾和暴露狂

Built For Voyeurism

The store of the future will be more transparent than before. "Consumers desire to be seen and to see," says the report. Architecture and exteriors will foster voyeurism & exhibitionism, which will in turn drive purchases.

未來店鋪的外觀將更加透明 – 人們渴望看見和被看見。

8. 商店：居家和辦公生活以外的「第三地點」

More Than A Store

The entire retail world must now operate as a “3rd space", with multiple functions -- especially in cities. "With rapid globalization transforming and revitalizing the market for urban-based retail, building up and vertical creates opportunities," says the report.

不只是門市 – 商店必須創造出複合的生活機能 。

店鋪行銷管理平台的趨勢調查

A Demandware Report

About The White Paper

調查資料來源 : 歐美地區250個零售商 (主要分布在美國, 德國與英國)

目的: 調查零售業者對 In-Store POS系統和EC科技融合趨勢的看法

調查機構 : 美國國家零售聯盟(NRF)委託亞利桑那大學、Demandware公司研究

In-Store 資訊管理趨勢：邁向單一平台 過去15年來的電商科技的發展，已經在功能、架構和可擴展性上，超過了原有商店的POS系統。其結果是，傳統的POS系統、Call Center和通訊科技，在那些直接與消費者互動的部位，正逐漸被電子商務系統所取代, 並邁向一個單一的顧客交易平台(Single Consumer Transaction Platform)。

35.8%零售業高管預期單一管理平台的到來

35.8%的零售業高管現在

相信，一種單一平台將能夠簡化店鋪管理的科技環境，並在購物過程中提供無縫的顧客交互與交易管理。 換言之，(這現象反映出)當前的許多零售業者，無法在現有系統架構和應用程式的基礎上 ，跟上顧客的資訊腳步 – 顧客已經使用多屏和多種接入點(Touch Points)來接觸品牌資訊 。

EC系統的潛力大過傳統 POS系統

38% 的零售業者傾向於未來以EC系統來當作下一代的店舖管理軟體；相對的只有19%的業者仍舊看好傳統POS系統的潛力。

EC 系統將領導下一波商店管理平台投資

E-Commerce is Top Consideration for Next Software Investment

Demandware 公司營業主軸

Demandware 公司營業主軸

Summary :

主導該報告的公司 DemandWare是做 EC管理平台起家。

該報告在軟體平台層面只考慮到傳統CRM、ERP、POS 和Mobile APP，並沒有考慮到 Big Data 分析，以及 SMM (Social Marketing Management)軟體平台近三年來的紅火趨勢。

報告指出的一種趨勢是：Digital/網路的行銷元素從線上銷售轉回實體店鋪銷售，因此，其後台的管理機制(軟體平台)也跟著被帶進實體店面，成為新一代的店鋪管理工具。