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梅西百貨:購(gòu)物者的最大痛點(diǎn)就在這里

梅西百貨:購(gòu)物者的最大痛點(diǎn)就在這里

Phil Wahba 2018-03-20
零售行業(yè)在假期季整體表現(xiàn)強(qiáng)勁,但相比之下梅西百貨的增速依然緩慢。

如果大家曾經(jīng)在梅西百貨排長(zhǎng)隊(duì)等結(jié)賬,一邊跺腳一邊不停看手表,請(qǐng)放心,以后不會(huì)了。因?yàn)槊肺靼儇浭紫瘓?zhí)行官已深刻了解顧客的痛苦。

在包含圣誕假期的季度中,梅西百貨實(shí)現(xiàn)三年來(lái)首次可比銷售額增長(zhǎng)。為了鞏固成績(jī),也為了改善自身業(yè)務(wù),該公司采取的新措施之一是在部分門(mén)店試用移動(dòng)結(jié)賬,還計(jì)劃在旗下約650家門(mén)店中的450家推廣。

現(xiàn)在顧客可以用梅西百貨購(gòu)物app掃描商品,結(jié)算并付款,然后進(jìn)入服務(wù)中心的快速通道。購(gòu)物者向店員出示app,核對(duì)手中的商品并移除安全標(biāo)簽后就可以離開(kāi)。

梅西百貨CEO杰夫·甘內(nèi)特在本周二的投資者會(huì)議上表示:“要說(shuō)起目前門(mén)店的最大痛點(diǎn),就是結(jié)賬的過(guò)程。找收銀臺(tái)很讓人頭疼。收銀員在嗎?要排長(zhǎng)隊(duì)嗎?我得等多長(zhǎng)時(shí)間才能結(jié)完賬?”

《財(cái)富》雜志讀者、研究機(jī)構(gòu)Retail Eye聯(lián)合創(chuàng)始人麗莎·沃爾特斯給我們發(fā)來(lái)一張華盛頓州貝爾維尤市梅西百貨的照片:

If you’ve ever found yourself stuck in a long checkout line at Macy’s , tapping your feet and looking at your watch every two seconds, please know the department store operator’s CEO feels your pain.

As part of Macy’s ongoing efforts to improve its business and build on its first quarter of comparable sales growth in three years over the holidays, the retailer is testing out mobile checkout at some stores, with a plan to offer the service at 450 of its 650 or so Macy’s stores.

A customer would use his or her Macy’s shopping app to scan items, ring up the bill and pay it and then go to an express line at a service center. There, the shopper would present the app to an employee, who would then count items in the bag and remove security tags on the items before sending the shopper on his or her way.

“If you want to talk about the single biggest pain point in our stores right now, it’s the checkout process,” Macy’s Inc chief executive Jeff Gennette told an investor conference on Tuesday. “It’s finding the register. Is there going to be somebody there? Is there a long line of customers and how long is it going to take me to get out?”

One reader, Lisa Walters, co-founder of research firm Retail Eye, sent us this picture of a sign at the Macy’s in Bellevue, Washington:??

Courtesy of Lisa Walters, co-founder of research firm Retail Eye.

甘內(nèi)特一年前上任,之后一直在全面調(diào)整梅西百貨的門(mén)店運(yùn)作方式,移動(dòng)結(jié)賬就是創(chuàng)新舉措之一。梅西百貨上個(gè)月披露,在截至2月1日的假期季中,可比銷售額上升1.3%,這是2014年以來(lái)該公司首次實(shí)現(xiàn)假期季銷售增長(zhǎng)。不過(guò),零售行業(yè)在假期中整體表現(xiàn)強(qiáng)勁,相比之下梅西百貨的增速依然緩慢,也落后于塔吉特和科爾百貨等對(duì)手,梅西百貨仍面臨持續(xù)求變的壓力。

《財(cái)富》雜志上個(gè)月率先報(bào)道,梅西百貨稱今年在門(mén)店和電子商務(wù)方面的資本支出將達(dá)到10.5億美元,比去年增加1.5億。其中很大一部分將用于移動(dòng)結(jié)賬等創(chuàng)新,還有“Growth50”項(xiàng)目正在測(cè)試的其他多項(xiàng)措施。項(xiàng)目目標(biāo)是在今年把梅西百貨在新澤西州伍德布里奇鎮(zhèn)一家門(mén)店的測(cè)試結(jié)果推廣到50家門(mén)店,從而為2019年在另外數(shù)百家門(mén)店推進(jìn)創(chuàng)新措施奠定基礎(chǔ)。

在甘內(nèi)特主持下,梅西百貨正努力重獲購(gòu)物者青睞,店內(nèi)增加獨(dú)家商品,全店層面規(guī)劃和采購(gòu)時(shí)更加去中心化,削減店面數(shù)量的同時(shí)讓店內(nèi)充滿活力且整潔有序。他承認(rèn),顧客選擇去別處購(gòu)物非常容易,而且確實(shí)經(jīng)常改去別家店。

他說(shuō):“顧客已然用腳投票?!保ㄘ?cái)富中文網(wǎng))

譯者:Charlie

審校:夏林

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The mobile checkout is but one initiative in an overhaul to how Macy’s stores operate since Gennette took the reins a year ago. Last month, Macy’s reported comparable sales rose 1.3% in the holiday quarter that ended on Feb. 1, its first quarter of growth since late 2014. Still, that was a tepid pace in relation to the overall retail industry’s strong holiday season and below that of rival’s such as Target and Kohl’s, putting pressure on Macy’s to keep making changes.

Last month, as first reported by Fortune, Macy’s said it was spending $1.05 billion on capital expenditures this year, or $150 million more than last year, on its stores and e-commerce. Much of that will go to initiatives such as the mobile checkout and many others that Macy’s is testing as part of its “Growth50.” That project aims to roll out things Macy’s has been trying out at a store in Woodbridge, N.J. to 50 Macy’s stores this year as a launching pad for a series of initiatives it wants to roll out to hundreds more stores in 2019.

On Gennette’s watch, Macy’s is looking to win its way back into shoppers’ graces with more exclusive product, more decentralized planning and buying at the store level and fewer but more dynamic and neater stores. He acknowledged how easily Macy’s shoppers can, and often do, go elsewhere.

“Customers have put us on notice,” he said.

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