电子商务的未来在于线上和线下的融合

线下销售是与消费者互动的重要途径,是获得消费者长久支持的重要组成部分,能促进更多的线上销售。当消费者首次走进体验店,且经与销售员的互动有了良好体验后,当需要购买第二、第三或者更多商品时,他们便会直接访问网站并从网上购买。

【文章全文】The future of e-commerce is both online and offline

Dave Gilboa, Warby Parker’s co-founder and co-CEO, said the future of its business and all retail will involve the blending of online and offline commerce. He said Warby Parker does more sales per square foot at its headquarters showroom than all retailers except for Apple.

While the web opened up all kinds of selling opportunities, the future of commerce will be a blend of online and offline channels, said Dave Gilboa, the co-founder and co-CEO of eyeglass brand Warby Parker. Gilboa, who spoke at the GigaOM RoadMap conference, said less than 10 percent of the company’s sales happen in offline stores, like its shop-inside-a-shop partnerships with boutiques or its New York showroom built out of its SoHo headquarters.

But he said selling offline is a key way to interact with consumers, something the company learned right from the start when Gilboa and three friends created Warby Parker out of their Philadelphia apartment two and half years ago. He said customers started calling up and asking to visit their showroom, not realizing that the showroom was actually their dining room. But they opened up the apartment to strangers and the results were clear.

We worried it would be a sub-optimal experience but we found that every single person that came into the apartment bought at least one pair of glasses. A lot of people bought multiple pairs,” Gilboa said.

Now, Gilboa said the company’s headquarters showroom does more sales per square foot than any retailer except Apple. That has helped prompt the company to plan a flagship store in New York, which is opening up in January. And the company has also bought a big school bus to open up pop-up shops on the road.

Gilboa said the offline sales component is part of a long-term customer acquisition strategy which can fuel more sales online.

The future of our business and all retail is going to have some mix of online and offline. The economics make a lot more sense to do as much online as possible but we are that seeing customers who are coming into the showroom and interacting with us initially in the offline world, when they buy again their second, third, fourth glasses, they’re doing so directly through the web site,” Gilboa said.

【文章作者】Ryan Kim

【文章来源】gigaom

【文章链接】http://gigaom.com/2012/11/05/the-future-of-e-commerce-is-both-online-and-offline/


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