POP igereranya iki mubucuruzi?

Muri kamena 2024, Walmart yatangaje itangazo ryohereje ibicuruzwa mu bucuruzi: barasohora ibirango bya elegitoroniki mu maduka 2300 mu 2026-ibyo bikaba hafi kimwe cya kabiri cy’ibirenge byabo muri Amerika.

Imibare iri inyuma yiki cyemezo ivuga inkuru. Ububiko bumwe bwa Walmart butwara ibicuruzwa birenga 120.000. Mbere ya labels ya digitale, kuvugurura ibiciro mububiko byafashe mugenzi wawe iminsi ibiri. Ubu? Kanda nkeya kuri porogaramu igendanwa, kandi buri kirango mu nyubako kigarura ubuyanja mu minota.

Greg Cathey, SVP ya Walmart yo guhindura no guhanga udushya, ntiyigeze asuzugura amagambo: "[DSLs] yabaye umukino - uhindura kandi [borohereza] ibikorwa bya buri munsi by'amakipe yacu y'ububiko."

Ariko dore igitera ibi gushimisha umuntu wese ukora ibikorwa byo gucuruza: ukurikije ubushakashatsi bwakozwe na Ukuboza 2022 Forrester Consulting, sisitemu ya ESL yishura neza mumezi 18 kandi itanga ROI yimyaka 5 - ya 277%.

Ntabwo ari ikosa . 277%.

None se ni ubuhe buryo bwo kwamamaza bwa POP, ni ukubera iki bitwaye iki, kandi ni iki cyahindutse mu myaka mike ishize gitera abadandaza bakomeye ku isi kwimuka bikabije?

POP na POS

Nzakomeza ibi bigufi kuko mubyukuri, biroroshye kuruta ingingo nyinshi zumvikana.

Bitekerezeho nka resitora. POP ni menu ya menu hamwe nifoto ya burger ifoto igutera inzara. POS nigitabo cyamafaranga gitwara $ 12. Imwe igutera kubishaka. Umwe atwara amafaranga yawe.

Nibyo rwose byose birahari. Niba ntakindi wibuka: POP ireba icyemezo. POS yerekeye gucuruza.

Imibare ikwiye gutuma witondera

Nibyiza, reka tuvuge niba hari kimwe muribi gifite akamaro - kuko nzi ko utari hano kubitekerezo. Ushaka kumenya niba POP yimura inshinge.

POPAI (ubu ni Inzira yo Kugura Ikigo) yakurikiranye imyitwarire y'abaguzi kuva mu 1965. Inyigisho yabo ya Mass Merchant Shopper Engagement Study 2012 yaguze abaguzi barenga 2.400, dore ibyo basanze:76% byibyemezo byubuguzi byafatiwe mububiko -, ntabwo mbere yuko abakiriya banyura mumuryango.

Kugeza mu 2014, iyo mibare yazamutse82%mu miyoboro rusange y'abacuruzi. Perezida wa POPAI, Richard Winter, yagize icyo ambwira ati: "Mu gihe twari twizeye ko bamwe mu baguzi b'abacuruzi benshi bategereje kugeza ku munota wa nyuma kugira ngo bahitemo ibyo bagura, twatunguwe cyane no kubona 82% by'ibyemezo by'ubuguzi bifatirwa mu iduka."

Reka ibyo bishire mumasegonda. Ibicuruzwa birenga 8 kuri 10 byaguzwe biracyafatwa mugihe umuntu yinjiye mububiko bwawe. Ayo mafranga yose yakoreshejwe kumatangazo ya TV, imbuga nkoranyambaga, ubukangurambaga bwamamaza - bituma abantu banyura mu muryango, byanze bikunze. Ariko umwanzuro nyirizina? Ibyo birabera ku gipangu.

Kandi ntabwo ari bombo ya bombo gusa na sakumi tuvuga. Ubushakashatsi bwa POPAI bwabigabanyijemo ibyiciro:

Candy & gum: 89% muri - igipimo cyibyemezo

Kuvura uruhu: 83%

Ibikoresho by'amatungo: 81%

Divayi & imyuka: 79%

Ndetse ibyiciro wagira ngo abantu bakora ubushakashatsi mbere - kwita ku ruhu, ibiryo byamatungo - biracyafite byinshi mubiciro byububiko -.

Dore undi mubare mbona ushimishije: iyo kwerekana kwerekana ikirango runaka byari bihari mububiko -, hafi1 kuri 6 kuguramuri kiriya cyiciro yagiye kuri kiriya kirango. Ntabwo ari ukubera ko ibicuruzwa byari byiza. Ntabwo ari ukubera ko byari bihendutse. Kuberako byarikugaragara muburyo bwiza.

Impamvu POP ikora: Imitekerereze ushobora gukoresha mubyukuri

Nibyiza, amakuru rero avuga ko POP ifite akamaro. Arikokubera iki? Ni iki kibera mu bwonko bw'umuguzi cyerekana kwerekana cyangwa ikimenyetso gihindura imyitwarire?

Ngiye kubicamo ibice bitatu byo mumutwe abaguzi bafata - kandi cyane cyane, uburyo ushobora gutegura POP yawe kugirango ukore hamwe niyi shortcuts aho kubirwanya.

Kugabanya Umutwaro wo Kumenya

Impuzandengo ya supermarket y'Abanyamerika itwara ahantu hagati ya 30.000 na 50.000 SKU. Bitekerezeho isegonda. Ibicuruzwa ibihumbi mirongo itanu bitandukanye, byose bihatanira kwitabwaho.

Ubwonko bwawe ntibushobora gusuzuma buri kimwe. Ntabwo ari umunebwe - ikora gusa mubibazo. None ikora iki? Irabeshya. Irashaka ibimenyetso bivuga "iyi ikwiye kwitabwaho" kandi ikirengagiza ibindi byose.

Niki kibara nk'ikimenyetso?

Kumena ibara ritandukana

Guhamagarira ibiciro binini kuruta ibindi

Kwimuka - ikintu cyose cyimuka

Umwanya - urwego rwamaso rwitabwaho 35% kuruta akazu ko hasi

Ubushakashatsi bwa 2019 bwasohotse muriIkinyamakuru cyo gucuruzayabonye ikintu gishimishije. Amaduka yashyize mubikorwa ibimenyetso byerekana neza - mubyukuri, byerekana neza icyo ugomba kureba mbere - yabonye abaguzi bakoresha23% igihe gito cyo gushakisha. Ariko dore umugeri: abo baguzi bamwe bavuzeamanota menshi yo kunyurwa, kandi mu byukuriyaguze byinshi.

Ibyo ntabwo bivuguruzanya. Baguze byinshi kuko ntabwo bari bananiwe gushakisha. Barishimye cyane kuko guhaha byumvaga byoroshye.

Iyi ni reframe yingenzi: POP nziza ntabwo ari ugushuka abantu kugura ibintu badashaka. Nibijyanye no gufasha abantu barengereye kuyobora amahitamo neza. Iyo ugabanije umutwaro wubwenge, uba utanga serivisi.

None ibi bivuze iki kuri disikuru yawe?

Ntukongere andi makuru. Gukuramo.Ikintu cyose kuri POP yawe kigomba kubona umwanya wacyo. Niba ufite ikirangantego kirimo ikirango, izina ryibicuruzwa, igiciro, kode ya barcode, ubutumwa bwamamaza, hamwe no kwanga amategeko - ufite byinshi. Ijisho ry'umuguzi rizahita rivaho kuko nta nzego, nta "reba hano mbere."

Kora intambamyi.Iyerekana yawe ikeneye kureba itandukanye nibidukikije kugirango yiyandikishe nkikimenyetso. Ibara rimwe nki gikoni? Ibitaboneka. Ingano imwe nkibindi byose? Ibitaboneka. Ukeneye itandukaniro.

Urwego rw'amaso ni umutungo utimukanwa. Koresha neza.Niba urihira imyanya yo hejuru, ntugapfushe ubusa ibicuruzwa bigurisha ubwabyo. Shyira aho utangiriye. Shyira hejuru yawe - margin. Shira ikintu gikeneye ubufasha aho.

Gutakaza

Dore umubare ukomeje gutangaza abantu benshi: abantu bumva ububabare bwo kubura ikintukabirink'ibyishimo byo kubona ikintu kimwe.

Ibi ntabwo ari ibicuruzwa byo kwamamaza. Bikomoka kubikorwa bya Kahneman na Tversky kuri Prospect Theory - batsindiye igihembo cyitiriwe Nobel. Ubushakashatsi bwakorewe inshuro amagana mumico itandukanye.

Ibi bivuze iki mugihe cyo kugurisha?

Bisobanura "Uzigame $ 5" na "Ntucikwe $ 5 mu kuzigama" ntabwo ubutumwa bumwe. Bumva batandukanye rwose n'ubwonko bw'umuguzi.

"Zigama $ 5" ninyungu. Nibyiza. Nibyiza.

"Ntucikwe $ 5 mu kuzigama - uyu munsi gusa" ni igihombo gishobora kuba. Ubwonko bwawe busoma ngo nka: niba ntagize icyo nkora, hari icyo mbuze. Kandi ibyo bitera impungenge nyayo - impungenge zo hasi - zidakemuka kugeza igihe uguze ikintu cyangwa ukagenda.

Noneho, ndashaka kwitonda hano kuko ibi birashobora gukoreshwa nabi. Niba buri kimenyetso kimwe mububiko bwawe gisakuza ngo "IGIHE CYANE! NTIMUBUZE!" ihagarika gukora. Abaguzi barabihuza, cyangwa birushijeho kuba bibi, bumva bayobowe kandi batakaza ikizere.

Icyangombwa ni umwihariko no kuba inyangamugayo.

"Uyu munsi gusa" bigomba kuba mubyukuri uyu munsi gusa

"Mugihe ibikoresho byanyuma" bigomba kugaragara gusa mugihe ibikoresho ari bike

"Amahirwe ya nyuma" bivuze ko mubyukuri ari amahirwe yanyuma

Iyo ukoresheje ibyihutirwa mubyukuri, bikora neza kuko ufasha mubyukuri abantu gufata icyemezo bashobora gusubika. Iyo uyikoresheje ubuhemu - ukoresha "kugurisha kwa nyuma" ibimenyetso byamezi atatu ugororotse - uhugura abakiriya bawe kukwirengagiza.

Imibare ifatika yatsinze ijanisha."Uzigame $ 15" kwiyandikisha byihuse kuruta "Kubika 15%." Umubare w'amadolari uhita ugaragara; ijanisha risaba imibare yo mumutwe. Niba ukora kugabanura ijanisha, byibuze ongeraho umubare wamadorari: "15% kuri - Uzigame $ 15 kuri iki kintu."

Igihe ntarengwa kigomba kuba cyihariye."Igihe ntarengwa" ntacyo bivuze. "Kurangiza Ku cyumweru 6PM" bisobanura ikintu. Niba ukoresha ibimenyetso bya digitale, erekana ibara ryukuri. Byumvikane neza, ariko amakuru ahora yerekana ko ikora - kuko ikora igihe ntarengwanyabyo.

Kuki "Umugurisha mwiza" Tagi ikwiriye uburemere bwayo muri zahabu

Iyo abaguzi batazi neza - kandi abaguzi benshi ntibazi neza ibicuruzwa byinshi - bashakisha ibimenyetso bijyanye nibyo abandi bantu bakoze.

Iyi ntabwo ari imyitwarire yintama. Mu byukuri birumvikana. Niba udafite amakuru yuzuye kubicuruzwa, kandi urashobora kubona ko abandi bantu ibihumbi babihisemo, ayo ni amakuru yingirakamaro rwose.

"Umugurisha mwiza" ibirango bikora. "Tora Abakozi" ibirango bikora. "# 1 mu Cyiciro" ibirango bikora. Isubiramo hamwe ninyenyeri zerekana akazi.

Impapuro zakazi za 2021 Harvard Business School zagerageje ibi hamwe na divayi. Amacupa yanditseho "Byamamare Mububiko" yabonye a13,6% kuzamura ibicuruzwahamwe nubugenzuzi butemewe. Divayi yari imwe.

Nibyo kuzamura 13,6% kuva kurupapuro n'amagambo make. Nta kugabanyirizwa. Nta mwanya udasanzwe. Gusa ikimenyetso kivuga ngo "abandi bantu bahisemo ibi."

Ariko hano niho abadandaza benshi babitiranya: bashira ibirango bya "Umugurisha mwiza" kuri buri kintu, cyangwa bakabishyira mubintu bitagurishijwe neza, cyangwa bagashyiraho "Gutoranya abakozi" nta kimenyetso cyerekana.ikabaumukozi cyangwakubera ikibarayitoye.

Imibereho mbonezamubano ikora gusa iyo yizewe. Mugihe abaguzi bumva ko "Umugurisha mwiza" ari amayeri yo kwamamaza gusa aho kuba amakuru nyayo, ihagarika gukora.

Sobanura neza."Umugurisha mwiza" ni byiza. "Umugurisha mwiza - 2, 847 yagurishijwe muri uku kwezi" nibyiza. "Gutoranya kwa Sara - Nkoresha buri gitondo" nibyiza cyane kuko byihariye kandi byihariye.

Koresha ubuke witonze."Hasigaye 3 gusa mu bubiko" ni gihamya ikomeye mu mibereho kuko bivuze ko abandi bantu bagiye bayigura. Ariko niba isanduku ihora yerekana "Hasigaye 3 gusa" amezi arangiye, wacitse intege.

Isubiramo ikintu, ndetse no mububiko bwumubiri.Abacuruzi benshi ubu barimo gucapa inyenyeri zerekana no gusuzuma ibice kuri tagi. Birasa nkamayeri yo kumurongo, ariko ikora mububiko bwumubiri nabwo - kuko ni psychologiya imwe. Abantu bashaka kumenya icyo abandi bantu batekerezaga.

IKEA, ALDI, nicyo Mubyukuri Bamenye

Reka nsangire ikintu ntekereza ko kibura iyo abantu basesenguye ibigo.

Abantu bose bavuga kubyerekeranye na IKEA yerekanwe hamwe nubuhanga bw "inzira ihatirwa." Ariko iryo ntabwo ariryo somo ryukuri ryo kwamamaza POP. Isomo ryukuri riri mubiciro byabo.

Ubutaha uzaba uri muri IKEA, reba neza uburyo bandika amakuru yibicuruzwa. Ntuzabona:

"Igice cya KALLAX Shelf - Particleboard ifite laminate irangiza, cm 77x147"

Uzabona ikintu nka:

"Hanyuma, ahantu ibyo bitabo byose ukomeza gusobanura gusoma. KALLAX. $ 69."

Cyangwa ku gitanda cyo kuryama:

"800 kubara. Kuberako ukoresha kimwe cya gatatu cyubuzima bwawe usinziriye - bishobora no kuba byiza."

Iki nikibazo - igisubizo cyo kwandukura inyandiko kurwego. Ntabwo ari urutonde rwibintu. Bemera gucika intege umukiriya asanzwe afite kandi bahita berekana ibicuruzwa nkibisubizo.

Ibi bikora kubera kugabanya imitwaro yo kumenya - bakora umurimo wo mumutweKuriumukiriya. Aho kugirango umenye impamvu ushobora gushaka agace ka tekinike, barakubwira bati: "Ufite ibitabo byuzuye. Dore igisubizo."

ALDI ikora ibinyuranye na - kandi ikora neza kubabumva.

Ikimenyetso cya ALDI kiroroshye cyane. Umubare munini wumukara. Kugereranya ibiciro bitaziguye hagati yikirango cyabo bwite nibirango byigihugu. Nta mashusho y'ubuzima. Nta kopi nziza. Gusa:

"ALDI SimplyNature Butter Butter: $ 4.99. Ikirango cy'igihugu: $ 8.49. Ibikoresho bimwe. Reba ikirango."

Kuki iyi mirimo ikora? Kuberako umukiriya wibanze wa ALDI yamaze kwikorera - yatoranijwe nkigiciro - umuguzi uzi ubwenge. Ntibakeneye kwemezwa ko bihendutse aribyiza - binjiye muri ALDI neza kuko basanzwe babyemera. Icyo bakeneye nigihamyako badatamba ubuziranenge.

Uruhande - na - kugereranya kuruhande rutanga icyo kimenyetso ako kanya. Nibimenyetso byimibereho (ikirango cyigihugu nicyo cyerekezo), kwanga igihombo (urimo "gutakaza" $ 3.50 mugihe uguze ikirango cyigihugu), no kugabanya imitwaro yubwenge (kugereranya bimaze kugukorerwa) byose mubimenyetso bimwe.

Isomo ryombi ntabwo "gukoporora IKEA" cyangwa "gukoporora ALDI." Ni iyi:POP yawe igomba guhuza imitekerereze yumukiriya wawe iyo banyuze mumuryango.

Abakiriya ba IKEA bahageze batekereza kubishoboka -urugo rwanjye rushobora kuba iki?POP ya IKEA rero ivuga mubishoboka.

Abakiriya ba ALDI bahageze batekereza ku gaciro -nshobora kuzigama angahe?POP ya ALDI rero ivuga mukugereranya numubare.

Niki umukiriya wawe atekereza iyo binjiye mububiko bwawe? POP yawe irasubiza kiriya kibazo, cyangwa ivuga kukindi kintu cyose?

Igihagararo na Digital: Ntabwo Ari / Cyangwa

Ikintu kimwe mbona cyane ni abadandaza bibwira ko bakeneye guhitamo: impapuro cyangwa digitale. Byose muri ecran, cyangwa gukomera hamwe nibikorwa.

Nibyo gushiraho nabi.

POP. Kubiciro bihamye - igiciro, hasi - ibyiciro byo gusuzuma - tekereza ibirungo, ibirungo, ibicuruzwa byibanze - impapuro ziracyari igiciro kinini - guhitamo neza. Irakora. Ntampamvu yo gukosora ibitavunitse.

POP. Ibiciro bihinduka inshuro nyinshi kumunsi? Iterambere rikeneye guhuza ahantu 50 ako kanya? Hejuru - ibicuruzwa byunguka mu kuvuga amashusho? Aho niho digitale yinjiza igiciro cyayo cyo hejuru.

Uburyo bwubwenge nicyiciro - by - icyiciro:

Niba utekereza kuri digitale, ntugerageze guhindura ububiko bwawe icyarimwe. Tangira hamwe na - zone zo guterana - mubisanzwe amashami mashya, amaherezo ya enterineti, cyangwa kwerekana ibihe. Nibice aho ihinduka ryibiciro riba kenshi, bivuze ko aribwo kuzigama abakozi bigaragara cyane kandi imibare ya ROI yoroshye kubigaragaza.

Ibintu ushobora gukora mubyukuri ejo

Mbere yo gusoza, dore ibintu bike bidasaba ibikoresho bishya - uburyo butandukanye kubyo usanzwe ukora.

Kora igiciro kinini, ikirango gito.Abaguzi bamara amasegonda 3 - amasegonda 7. Ikibazo cyabo cya mbere ni "angahe?" - ntabwo "ni ikihe kirango?" Ibikoresho byinshi bitanga ibikoresho bya POP bishyira ikirango imbere na hagati kuko abashinzwe ibicuruzwa bita kubirango bigaragara. Ariko abaguzi ntibabikora. Niba ufite icyo ubivugaho, kanda kubiciro byibuze 2x ingano yikirango.

"Uzigame $ X" ikubita "X%."Imibare ifatika yiyandikisha vuba kurenza ijanisha. Ubushakashatsi bwa Kahneman bushyigikiye ibi. Niba ibimenyetso byawe bya promo bivuga "15% off", gerageza ugerageze "Bika $ 15" urebe uko bigenda.

Tanga abaguzi batindiganya.Niba ufite SKU eshanu ku gipangu no kugurisha byibanda muri kimwe cyangwa bibiri, fasha abaguzi batarafata icyemezo mugushiraho icyamamare. "Ububiko bwa 1 ugurisha" cyangwa "Guhitamo Byamamare" bikuraho impungenge zo guhitamo nabi. Ntabwo ukoresha umuntu - urimo ubafasha guhitamo.

Iterambere ryose rikeneye igihe ntarengwa."Igiciro kidasanzwe" gifite zeru byihutirwa. "Igiciro kidasanzwe - Kurangiza Ku cyumweru" gifite byihutirwa. Niba ukoresha ibimenyetso bya digitale, erekana isaha yo kubara. Niba impapuro, byibuze wandike itariki yo kurangiriraho.

Ishusho Nini

Reka twegere isegonda.

Ibicuruzwa byoherejwe na ESL ku isi byangije miliyoni 100 muri Q 3 2024. Kugeza mu gice cya mbere cya 2025, uwo mubare wari hafi miliyoni 300 - umwaka wa 211.4% - hejuru y’umwaka-. Grand View Research ivuga ko isoko rigeze kuri miliyari 1.85 z'amadolari mu 2024, biteganijwe ko rizagera kuri miliyari 7.54 mu 2033.

Kohereza kwa Walmart biratwara byinshi muribi, ariko ikimenyetso cyagutse nuko iyi nyanja iteganijwe gushishikarizwa kwakirwa mubandi bacuruzi.

Ibyo bivuze iki kuri wewe? Tuvugishije ukuri, biterwa nubuzima bwawe. "Umuntu wese arabikora" nimpamvu iteye ubwoba yo gukoresha amafaranga. Ariko niba urimo ukorana na:

Guhindura ibiciro kurya ibiryo hasi buri cyumweru

Ibiciro byibiciro bitera ibibazo byabakiriya

Abanywanyi ububiko bwabo busa nibugezweho kuruta ubwawe

Kuzamurwa mu ntera bibabaza gukora

... noneho birashoboka ko byibuze bikwiye gukoresha imibare.

Gupfunyika

Kwamamaza POP ntabwo bigoye. Muri rusange, ni ibi gusa:magingo aya umukiriya yiyemeje kugura, ubahe impamvu yo kuvuga yego.

Iyo mpamvu irashobora kuba igiciro (ALDI). Birashobora kuba imibereho (IKEA). Birashobora kuba imikorere (Walmart). Imitekerereze nimwe - kugabanya umutwaro wubwenge, kwanga gutakaza igihombo, gutanga ibimenyetso byimibereho - ariko irangizwa rigomba guhuza nibitekerezo byabakiriya bawe.

Ibyuma - impapuro, e - wino, LCD, icyaricyo cyose - ni umutwara gusa. Ubutumwa nicyo cyingenzi. Banza ubone ubwo burenganzira.

Niba ushaka kuvuga ukoresheje uburyo bwa POP bushobora kuba bumeze kubibazo byawe, cyangwa ushaka kugira ubwenge - reba niba byumvikana mubukungu,twishimiye kuganira. Nta nshingano. Rimwe na rimwe igisubizo ni "komera ku mpapuro kuri ubu," kandi tuzakubwira ko niba ari ukuri.

 

Ihuza ryihuse niba ushaka gushakisha

 

Ikirango cya elegitoroniki
E - wino, 2.66 "kugeza 7.3", bateri yumwaka 5+

LCD Shelf Yerekana
28 "kugeza 49.5", umwe cyangwa kabiri - isura

Mugaragaza neza
27x10 "na 42x23", kora ku bushake

Kwiyita - Kiosk ya serivisi
Ibikoresho bya Touchscreen