近期，中美兩國都迎來了網(wǎng)絡(luò)購物的大熱潮。馬云在雙十一大玩“美國總統(tǒng)”懸念；而正值美國網(wǎng)購熱季，真正的美國奧巴馬總統(tǒng)則在APEC會議上向馬云“請教”創(chuàng)業(yè)精神等問題。

在各家電商推出的服務(wù)中，“線上下單，店內(nèi)取貨”的模式，一度被視為是一條可取之道。包括家得寶、沃爾瑪在內(nèi)的不少零售巨頭都實(shí)施了這一戰(zhàn)略。他們希望借助這一措施，既能吸引更多網(wǎng)購用戶，又有助于降低送貨成本，從而提高總體利潤。數(shù)據(jù)顯示，在線上線下都有運(yùn)營的美國商家中，已有61%的企業(yè)提供了這種服務(wù)。

然而，根據(jù)JDA軟件集團(tuán)的最新調(diào)查，這種戰(zhàn)略的效果并沒有零售企業(yè)和消費(fèi)者希望的那么理想。

此次調(diào)查選取了美國1000名網(wǎng)購用戶作為對象，結(jié)果發(fā)現(xiàn)，有35%的用戶曾選擇過“線上購買，店內(nèi)取貨”的購物模式。而在這些人中，竟有一半都在取貨時遭遇到了各種問題。

JDA軟件集團(tuán)零售業(yè)務(wù)高級副總裁韋恩·烏西表示，這么高的失敗率實(shí)在高得驚人。這當(dāng)中的原因在于，這些零售門店與倉庫不同。在專業(yè)化的倉庫里，賣家很容易就能尋找到各類貨物，但在零售店里，銷售人員除了要給網(wǎng)購的貨物打包，還要為隨時在店里購物的顧客服務(wù)——這一項(xiàng)日常工作就已經(jīng)讓他們忙得焦頭爛額了。

“線上下單，店內(nèi)取貨”這項(xiàng)服務(wù)的初衷是，要通過節(jié)省額外的人力和送貨成本，來改善企業(yè)的盈虧狀況，但它最終的結(jié)果卻可能是疏遠(yuǎn)了顧客。JDA軟件集團(tuán)的另一項(xiàng)調(diào)查發(fā)現(xiàn)，半數(shù)受訪者一旦在線下取貨時遭遇了問題，那么，等到購物季再次來臨時，他們就很可能不會再在同一家門店購物了。（財(cái)富中文網(wǎng)）

譯者：樸成奎

審校：任文科

Stores such as Home Depot and Walmart have implemented these strategies as a way to attract more online shoppers while also reducing delivery costs, propping up overall profits. About 61% of stores with online and brick-and-mortar operations offer such an option.

However, a new study shows that it isn’t working as smoothly as customers and retailers hoped, according to a survey by JDA Software Group.

The study looked at over 1,000 online shoppers in the U.S. and found that 35% of those customers opted to use a buy online, pickup in store option. Of those people, 50% dealt with problems related to getting their items.

That’s a surprisingly high failure rate, Wayne Usie, senior vice president of retail at JDA, told the Wall Street Journal. The reason behind it is that stores aren’t set up like warehouses. It’s easy to collect disparate items in a streamlined, dedicated storage facility, but in-store sales people are bombarded with their daily duties helping customers on top of packaging online orders.

A service meant to help the bottom line by saving on the additional costs related to extra labor and shipping may actually be alienating customers. Another study by JDA found that half of the customers polled who had an issue with an online delivery were unlikely to buy from that store during the peak holiday season.