走進(jìn)元宇宙：零售商該怎么做？

時(shí)間：2023-03-15 08:50:02 | 來(lái)源：電子商務(wù)

時(shí)間：2023-03-15 08:50:02 來(lái)源：電子商務(wù)

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本文作者：福布斯理事會(huì)成員Alexandre de Vigan

Gartner在2018年宣稱，“高效且客戶友好的在線商務(wù)體驗(yàn)不再是一個(gè)差異化因素——它是強(qiáng)制性的。”

但零售業(yè)的變化如此之快，以至于連這條建議快過(guò)期了。很快，出現(xiàn)在元宇宙中將是絕對(duì)必要的，而滯留在當(dāng)下電子商務(wù)環(huán)境中的零售商將被拋在后面。至少，這就是 “有形的互聯(lián)網(wǎng)”、去中心化的Web3.0和沉浸式體驗(yàn)數(shù)字世界的支持者們所主張的。

Author:Alexandre de Vigan Forbes Councils Member

Gartner declared in 2018, “An efficient and customer-friendly online commerce experience is no longer a differentiator—it is mandatory.”

But retail is changing so fast that even this advice is reaching its expiration date. Soon, a presence in the metaverse will be an absolute necessity, and retailers stranded in today’s e-commerce environment will be left behind. That, at least, is what is being argued by proponents of the “embodied internet,” a decentralized Web3 and the digital world of immersive experiences.

零售業(yè)的現(xiàn)狀

零售業(yè)已經(jīng)從具有人際接觸和實(shí)體商品的實(shí)體店，轉(zhuǎn)移到郵購(gòu)和電話銷售的遠(yuǎn)程過(guò)程，最近，進(jìn)一步發(fā)展為更加遙遠(yuǎn)和抽象的數(shù)字世界。

然而，許多零售商仍在努力與顧客重新建立聯(lián)系并維持品牌忠誠(chéng)度。IDC表示，超過(guò)一半的零售商認(rèn)為電子商務(wù)流程對(duì)他們的業(yè)務(wù)來(lái)說(shuō)是最具挑戰(zhàn)性的，而94%的零售商將客戶保留作為關(guān)鍵的績(jī)效指標(biāo)。

作為零售業(yè)生命周期的下一個(gè)階段，元宇宙提供了與客戶更緊密的聯(lián)系和更高的服務(wù)水平的承諾，包括更大程度的個(gè)性化，而如今，這種個(gè)性化很少超出折扣和產(chǎn)品推薦的范圍。使買家能夠以虛擬和三維方式試穿衣服和其他商品，如家具或汽車，甚至可以使用觸覺(jué)、觸摸技術(shù)，從而減少退貨。

The Current State Of Retail

Retail has moved from the physical store, with its human contact and tangible goods, to the remote processes of mail order and telesales and then, more recently, to the even more distant and abstract digital world.

Many retailers, though, are still struggling to reconnect with customers and sustain brand loyalty. IDC says more than half of retailers consider e-commerce processes the most challenging for their businesses, while 94% regard customer retention as a key performance indicator.

As the next stage in retail’s life cycle, the metaverse offers the promise of closer links to customers and higher service levels, including greater personalization which, today, seldom extends beyond discounts and product recommendations. Enabling buyers to try out clothes and other goods, such as furniture or cars, virtually and in three dimensions—possibly even with haptic, touch technology—could also reduce returns.

零售商如何為元宇宙做準(zhǔn)備

在線習(xí)慣的改變幾乎肯定會(huì)使供應(yīng)商受益，但這也會(huì)使他們面臨新的壓力。例如，在目錄中，一張產(chǎn)品照片就足夠了，而在網(wǎng)上，三到五張照片就成了常態(tài)，然后是一段視頻。在元宇宙中開(kāi)展業(yè)務(wù)的成本將包括開(kāi)發(fā)3D數(shù)字資產(chǎn)，而在傳統(tǒng)模式里有照片就足夠了。

由于電子商務(wù)旨在將瀏覽者變成買家，因此在線體驗(yàn)的無(wú)縫性和便捷性至關(guān)重要。最近的一項(xiàng)調(diào)查顯示，許多客戶對(duì)加載緩慢或難以導(dǎo)航的網(wǎng)頁(yè)感到沮喪。為此，要想在元宇宙中取得成功，就必須要有良好又便利的購(gòu)物環(huán)境。

但是，在顧客能夠像在商場(chǎng)里逛街一樣輕松地在元宇宙里活動(dòng)之前，開(kāi)發(fā)者必須完善一個(gè)分散的結(jié)構(gòu)，使之能夠與顧客喜歡的任何一個(gè)擴(kuò)展現(xiàn)實(shí)（XR）平臺(tái)進(jìn)行交互。

保護(hù)知識(shí)產(chǎn)權(quán)最有可能的手段是區(qū)塊鏈認(rèn)證。希望從更靈活的生產(chǎn)、更精簡(jiǎn)的庫(kù)存和更少的運(yùn)輸中的實(shí)體貨物中獲得的環(huán)境收益，將超過(guò)數(shù)據(jù)處理的影響。

How Retailers Can Prepare For The Metaverse

Changing online habits will almost certainly benefit suppliers, but it will also put them under new pressures. Where one photograph of a product in a catalog was enough, for example, three to five became the norm online, followed by a video. The cost of doing business in the metaverse will include developing 3-D digital assets where traditional photography once sufficed.

As e-commerce aims to turn browsers into buyers, it is critical for the online experience to be seamless and easy. A recent survey revealed that many customers were frustrated by slow-to-load or difficult-to-navigate web pages. To that end, to succeed in the metaverse, it needs to be welcoming and easy to shop.

But before customers can move around the metaverse as easily as drifting around the mall, developers must perfect a decentralized structure capable of interacting with whichever extended reality (XR) platform customers favor.

The most likely means of protecting intellectual property will be blockchain authentication. The hope is that the environmental gains from more agile production, slimmer inventories and fewer physical goods in transit will outweigh the data-processing impact.

元宇宙的演變

元宇宙的概念比Z世代的顧客存在的時(shí)間更長(zhǎng)，他們的期望和價(jià)值觀將推動(dòng)其發(fā)展。他們是否愿意從基于屏幕的電子商務(wù)轉(zhuǎn)向沉浸式的購(gòu)物、娛樂(lè)和交流，將取決于能否將元宇宙從可能限制可及性和造成排斥的負(fù)擔(dān)中解放出來(lái)，同時(shí)提供一個(gè)靈活的、向所有人開(kāi)放的社區(qū)。

宜家、Zara和Selfridges等品牌已經(jīng)選擇了風(fēng)險(xiǎn)較低的路線進(jìn)入元宇宙，讓顧客將真實(shí)世界的產(chǎn)品攥在手中。 路易威登、巴黎世家和耐克則更青睞可收藏的虛擬產(chǎn)品，甚至接受網(wǎng)絡(luò)貨幣，并創(chuàng)造出NFT。

在建立元宇宙的同時(shí)，實(shí)體零售業(yè)也在尋找新的方式來(lái)吸引顧客。具有諷刺意味的是，這包括“零售娛樂(lè)”的趨勢(shì)，即零售和娛樂(lè)的合并，通常是以一種沉浸式的方式，這也是元宇宙承諾的一部分。零售業(yè)的未來(lái)既不是全部在線，也不是全部在元宇宙；我們將繼續(xù)在一個(gè)混合、全渠道的世界中運(yùn)作。

The Metaverse Evolution

The metaverse concept has been around longer than Gen-Z customers, whose expectations and values will drive its development. Their willingness to shift from screen-based e-commerce to immersive buying, playing and communicating will depend on freeing the metaverse from the burdens that could limit accessibility and create exclusion while providing a community that is flexible and open to all.

Brands such as IKEA, Zara and Selfridges have chosen lower-risk routes into the metaverse that leave the customer clutching real-world products in their hands. Louis Vuitton, Balenciaga and Nike favor collectible, virtual products, even accepting cyber currencies and creating non-fungible tokens.

While the metaverse is being built, bricks and mortar retail is also searching for new ways to engage the customer. Ironically, this includes the trend of “retailtainment,” the merger of retail and entertainment, often in an immersive way, that is part of the promise of the metaverse. The future of retailing is neither all online nor all metaverse; we will continue to operate in a hybrid, omnichannel world.

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