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希爾斯和彭尼百貨店鋪減少,梅西百貨該如何應(yīng)對(duì)

希爾斯和彭尼百貨店鋪減少,梅西百貨該如何應(yīng)對(duì)

Phil Wahba 2018-11-19
商城里重要競(jìng)爭(zhēng)對(duì)手的消失對(duì)梅西百貨造成了負(fù)面影響,因?yàn)檫@些連鎖品牌的退場(chǎng)意味著商場(chǎng)整體客流量的減少。

西爾斯百貨(Sears)正處于破產(chǎn)保護(hù)中,彭尼百貨(JC Penney)再次陷入困境,面對(duì)這種狀況,梅西百貨(Macy’s)不得不重新考慮在商場(chǎng)里只剩自家店鋪苦苦支撐的情況下如何運(yùn)營(yíng)。

西爾斯上個(gè)月申請(qǐng)破產(chǎn)保護(hù),宣布又有一批店鋪要統(tǒng)一關(guān)閉;今年早些時(shí)候,邦頓百貨(Bon-Ton)停業(yè)清盤(pán);與此同時(shí),彭尼百貨盡管已經(jīng)在2017年關(guān)閉了140家業(yè)績(jī)不佳的店鋪,營(yíng)業(yè)狀況卻仍然止步不前。在一些商場(chǎng)里,上述連鎖品牌均已倒閉,雖然梅西百貨仍然開(kāi)門(mén)迎客,商場(chǎng)卻已經(jīng)變成了實(shí)際意義上的鬼城:雖然這么說(shuō)聽(tīng)起來(lái)違反直覺(jué),但商城里重要競(jìng)爭(zhēng)對(duì)手的消失對(duì)梅西百貨造成了負(fù)面影響,因?yàn)檫@些連鎖品牌的退場(chǎng)意味著商場(chǎng)整體客流量的減少。

為了解決這個(gè)問(wèn)題,梅西百貨于上周三表示,公司正在將旗下600多家商店按照三個(gè)層次進(jìn)行分級(jí),以此來(lái)確定他們將獲得多少投資。通常情況下,如果一家店鋪所在商場(chǎng)或購(gòu)物中心業(yè)績(jī)疲軟,其它連鎖百貨品牌都已退場(chǎng)只有梅西百貨仍在堅(jiān)持的話,這類店鋪會(huì)被劃入所謂的“社區(qū)”商店集合。

具體而言,這意味著如果此類店鋪想改善照明、地板硬件或固定裝置,仍然能獲得投資,但規(guī)模要比公司其它店鋪小得多。這么做的考慮是,盡管這些店鋪表現(xiàn)一般,卻仍然有利可圖,值得保留。但它們所在的購(gòu)物中心狀態(tài)不佳,公司不應(yīng)該擴(kuò)大店鋪規(guī)模或者花更多錢(qián)。

“我們確實(shí)感受到了,在一些購(gòu)物中心里,我們變成了唯一能撐起這個(gè)商場(chǎng)的連鎖百貨,這也是我們發(fā)展社區(qū)戰(zhàn)略的起源。”梅西百貨的首席執(zhí)行官杰夫·根內(nèi)特告訴本刊。根內(nèi)特說(shuō):“人們來(lái)這些社區(qū)商店往往是為了買(mǎi)些日常用品,而不是探尋新時(shí)尚,如果客戶想趕時(shí)髦,他們會(huì)去更高端的梅西商店?!备鶅?nèi)特說(shuō)。社區(qū)商店的規(guī)模將被縮減20%,員工數(shù)量也將減少。

但是,根內(nèi)特說(shuō),這類商店仍然要達(dá)到一定的標(biāo)準(zhǔn)。社區(qū)商店也將提供自助結(jié)賬服務(wù),會(huì)有自助服務(wù)鞋品區(qū)。最重要的是,這些商店對(duì)梅西百貨繼續(xù)發(fā)展眼下最炙手可熱的電子商務(wù)業(yè)務(wù)至關(guān)重要,它們將像所有商店一樣,提供在線訂單提貨和退貨處理服務(wù)。

“可能商場(chǎng)里的其它店鋪沒(méi)有足夠的理由吸引顧客去,所以我們必須給他們足夠的理由來(lái)我們的店里。”根內(nèi)特說(shuō)。

下一層級(jí)是梅西百貨所謂的“磁鐵”商店,它們將獲得更多投資。這些商店中已經(jīng)有大約50家加入了梅西百貨的“增長(zhǎng)50”(“Growth50”)項(xiàng)目,該項(xiàng)目通過(guò)在特定商店測(cè)試新的營(yíng)銷和展示創(chuàng)意來(lái)快速了解哪種方式效果好、值得推廣到更多的商店。這些商店能夠獲得投資進(jìn)行更復(fù)雜的裝修,有更多人手,商品種類更豐富,很多商店還會(huì)出售更高端的產(chǎn)品。梅西百貨已經(jīng)在一些店鋪測(cè)試了用儲(chǔ)物柜存放提取在線訂購(gòu)商品的做法。2019年還將有100家梅西享受這種待遇。

梅西百貨最頂級(jí)的店鋪包括位于曼哈頓面積達(dá)百萬(wàn)平方英尺的先鋒廣場(chǎng)店(Macy’s Herald Square)以及十個(gè)像舊金山聯(lián)合廣場(chǎng)店(Union Square)一樣規(guī)模的店鋪。

把商店做小的想法正在零售業(yè)興起。例如,科爾氏百貨公司(Kohl’s)的很多店鋪也在減少庫(kù)存,整理店面避免雜亂,開(kāi)辟空間轉(zhuǎn)租給其他像雜貨店一樣的零售商店,因?yàn)檫@些商店可以吸引更多客流。諾德斯特龍(Nordstrom)和塔吉特(Target)公司也和其它一些品牌一樣,正在推出面積更小的店鋪。

經(jīng)常因?yàn)榈昝骐s亂受到抨擊的梅西百貨已經(jīng)有所進(jìn)步:GlobalData Retail公司在上周三的一份研究報(bào)告中表示,其研究表明67%的客戶認(rèn)為梅西百貨的購(gòu)物體驗(yàn)“好或非常好”,而一年前僅為59%。

這也解釋了為什么梅西百貨似乎獲得了動(dòng)力實(shí)現(xiàn)反彈增長(zhǎng)。根據(jù)Consensus Metrix的數(shù)據(jù),這家百貨連鎖店稱公司第三季度可比銷售額增長(zhǎng)3.1%,已經(jīng)實(shí)現(xiàn)連續(xù)四個(gè)季度的增長(zhǎng),遠(yuǎn)高于華爾街預(yù)測(cè)的2.2%增長(zhǎng)。隨著一年中最重要的節(jié)日即將來(lái)臨,梅西百貨提高了自己的全年預(yù)測(cè)數(shù)據(jù),根內(nèi)特說(shuō)梅西百貨已經(jīng)準(zhǔn)備好迎接這個(gè)節(jié)日了。(財(cái)富中文網(wǎng))

譯者:Agatha

With Sears now in bankruptcy protection and J.C. Penney struggling again, Macy’s is being forced to rethink how it operates its stores in the malls it co-anchors with those rivals.

Sears filed for bankruptcy protection last month, announcing yet another round of store closings en masse, and Bon-Ton liquidated earlier this year, while Penney is struggling to tread water despite shuttering 140 weak stores in 2017. The malls that those chains left but where Macy’s still has a store have practically become ghost towns: while counterintuitive, the disappearance of rival retailers that anchor a mall hurts Macy’s since it means less overall shopper traffic.

To address that problem, Macy’s on last Wednesday said it was creating a three-tier classification of its 600-plus stores that determines how much investment they will get. Stores in weak malls and centers where Macy’s is the last department store standing will typically be part of the subset designated as “neighborhood” stores by the company.

Concretely that means they will continue to get investments like better lighting, flooring and fixtures, but on a much more modest scale than other Macy’s locations. The idea is that those stores—while under-performing—are nonetheless profitable and worth keeping. But the state of the malls they inhabit mean Macy’s shouldn’t warrant anything more extensive or lavish.

“We are experiencing [that trend] at our malls where we’re the only anchor left and that has really informed our neighborhood store strategy,” Macy’s CEO Jeff Gennette told Fortune. “Such stores are typically used for trips to replenish basics rather than explore and look for new fashion, which customers do by going to a better Macy’s,” Gennette said. The neighborhood stores will be shrunk in size by about 20% and have fewer staff.

Still, Gennette says that the stores still have to be up to a certain standard. Such neighborhood stores will include self-service checkout and self-serve shoe sections. Crucially these stores are key to supporting Macy’s red-hot e-commerce growth and will offer online order pickup and returns handling like all stores do,

“There might not be enough reason to come to the balance of the mall so you’ve got to give them enough reasons to come to your store,” Gennette said.

Stores in the next tier up, Macy’s so-called “magnet” stores, will get a lot more investment. Some 50 of those stores have been part of Macy’s “Growth50” project, where it has tested new merchandising and presentation ideas at specific stores to quickly see what works and is worth rolling out to more stores. Those stores will get more involved facelifts, more staffing, offer a wider variety of merchandise, including in many stores, more high-end merchandise. At some locations, Macy’s has tested things like lockers to retrieve online orders. Another 100 Macy’s will get that treatment in 2019.

The highest tier stores includes Macy’s Herald Square million-square-foot store in Manhattan and ten more locations like Union Square in San Francisco.

The idea of smaller stores is one that is growing in retail. Kohl’s, for one, is also reducing the inventory at many stores to de-clutter them and down the line, carve out space to sublet to other retailers like grocers that generate frequent store visits. Nordstrom and Target are among the others rolling out smaller locations.

Macy’s, often slammed for store clutter, is already showing signs of progress: In a research note on last Wednesday, GlobalData Retail said that its research found that 67% of customers this rated shopping at Macy’s as “good or very good,” up from 59% a year ago.

That helps explain why Macy’s rebound seems to gaining steam. The department store chain reported that comparable sales rose 3.1% in the third quarter, the fourth quarter of growth in a row and well above Wall Street forecasts for 2.2% growth, according to Consensus Metrix. And it raised its full year forecast just as the crucial holiday is getting underway, one for which Gennette said Macy’s is ready.

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