今年電商氛圍最濃厚的“黑色星期五”剛剛結(jié)束,實(shí)體零售商又要迎來一次大規(guī)??简?yàn)。“網(wǎng)絡(luò)星期一”將考驗(yàn)實(shí)體零售商能否成功處理今年節(jié)日季激增的在線需求。
Adobe Analytics跟蹤了80家大型電商平臺上的數(shù)字交易。該公司在11月30日預(yù)測,在線銷售額可能達(dá)到127億美元,同比增長35%。今年突然增加的在線銷售額,可能讓零售商更加疲于應(yīng)付。
《財(cái)富》雜志在11月27日曾經(jīng)報(bào)道,美國各地的購物商場門可羅雀,因?yàn)殡S著新冠感染率激增,購物者都選擇留在家中,而不是蜂擁到商場采購。事實(shí)上,據(jù)RetailNext統(tǒng)計(jì),“黑五”的店內(nèi)購物者數(shù)量較去年減少了48%。
人們選擇了線上購物:Adobe Analytics統(tǒng)計(jì),在“黑五”期間,在線銷售額達(dá)到90億美元,較去年增長了22%。這一數(shù)字仍然低于預(yù)期,因?yàn)榻衲炅闶凵虖?0月中旬就開始推廣在線交易,比往年更早采取行動。
今年,從電視到慢燉鍋再到芭比娃娃套裝,零售商將在“網(wǎng)絡(luò)星期一”對各種商品提供大減價(jià)優(yōu)惠。但這一次,它們不僅要與亞馬遜(Amazon)競爭。亞馬遜在黑五周末的銷售額增長了30%。許多零售商采取的策略是為了盡量提前銷售,以減少12月銷售激增的情況,從而避免出現(xiàn)脫銷和包裹配送延誤等問題。
穆迪(Moody’s)的副總裁查理?奧謝伊告訴《財(cái)富》雜志:“快遞公司絕對沒有辦法處理大量包裹?!倍冶M管購物者幾周來一直在挑選商品,但考慮到配送緊張,他們依舊會在11月30日進(jìn)行線上采購。奧謝伊繼續(xù)說道:“我要提前多久下單才能夠保證買得到我想要的商品,我可以相信快遞公司會按時(shí)送達(dá)嗎?”
有業(yè)內(nèi)人士創(chuàng)造了一個(gè)詞“shipageddon”,代表快遞公司沒有額外的能力運(yùn)輸更多商品。賽富時(shí)(Salesforce)預(yù)測,由于需求超出了快遞公司的配送能力,在11月中旬到圣誕前夜之間發(fā)貨的包裹,會有5%出現(xiàn)延誤。
例如,Abercrombie & Fitch的網(wǎng)站上告訴購物者,只能夠保證不晚于12月4日購買的商品可以在圣誕前夜之前送達(dá),除非購物者愿意額外支付運(yùn)費(fèi)?;蛘?,購物者能夠使用路邊自提服務(wù)。
實(shí)際上,塔吉特(Target)、百思買(Best Buy)和沃爾瑪(Walmart)等公司一直在利用其大量路邊自提設(shè)置,以節(jié)約貨運(yùn)成本,為在線購物者提供更多選擇,并使購物者確信可以盡早拿到所購買的商品。這些投資帶來了豐厚的回報(bào):在最近一個(gè)季度,百思買的在線銷售額增長了174%,塔吉特的在線銷售額增長了155%,沃爾瑪?shù)脑诰€銷售額接近翻了一番。
因此,盡管過去幾周線上交易增多,但“網(wǎng)絡(luò)星期一”并不會虎頭蛇尾。距離圣誕節(jié)只有三個(gè)半星期的時(shí)間,因此零售商們希望人們現(xiàn)在開始在線購物。否則,購物者要么支付更高的價(jià)格,要么承擔(dān)商品無法按時(shí)送達(dá)的風(fēng)險(xiǎn)。
Adobe Digital Insights的主管泰勒?施賴納說:“建議購物者盡快開始購買圣誕禮物,因?yàn)槲磥韼字?,在圣誕節(jié)之際及時(shí)運(yùn)送貨物的成本會變得更高?!保ㄘ?cái)富中文網(wǎng))
翻譯:劉進(jìn)龍
審校:汪皓
今年電商氛圍最濃厚的“黑色星期五”剛剛結(jié)束,實(shí)體零售商又要迎來一次大規(guī)??简?yàn)?!熬W(wǎng)絡(luò)星期一”將考驗(yàn)實(shí)體零售商能否成功處理今年節(jié)日季激增的在線需求。
Adobe Analytics跟蹤了80家大型電商平臺上的數(shù)字交易。該公司在11月30日預(yù)測,在線銷售額可能達(dá)到127億美元,同比增長35%。今年突然增加的在線銷售額,可能讓零售商更加疲于應(yīng)付。
《財(cái)富》雜志在11月27日曾經(jīng)報(bào)道,美國各地的購物商場門可羅雀,因?yàn)殡S著新冠感染率激增,購物者都選擇留在家中,而不是蜂擁到商場采購。事實(shí)上,據(jù)RetailNext統(tǒng)計(jì),“黑五”的店內(nèi)購物者數(shù)量較去年減少了48%。
人們選擇了線上購物:Adobe Analytics統(tǒng)計(jì),在“黑五”期間,在線銷售額達(dá)到90億美元,較去年增長了22%。這一數(shù)字仍然低于預(yù)期,因?yàn)榻衲炅闶凵虖?0月中旬就開始推廣在線交易,比往年更早采取行動。
今年,從電視到慢燉鍋再到芭比娃娃套裝,零售商將在“網(wǎng)絡(luò)星期一”對各種商品提供大減價(jià)優(yōu)惠。但這一次,它們不僅要與亞馬遜(Amazon)競爭。亞馬遜在黑五周末的銷售額增長了30%。許多零售商采取的策略是為了盡量提前銷售,以減少12月銷售激增的情況,從而避免出現(xiàn)脫銷和包裹配送延誤等問題。
穆迪(Moody’s)的副總裁查理?奧謝伊告訴《財(cái)富》雜志:“快遞公司絕對沒有辦法處理大量包裹?!倍冶M管購物者幾周來一直在挑選商品,但考慮到配送緊張,他們依舊會在11月30日進(jìn)行線上采購。奧謝伊繼續(xù)說道:“我要提前多久下單才能夠保證買得到我想要的商品,我可以相信快遞公司會按時(shí)送達(dá)嗎?”
有業(yè)內(nèi)人士創(chuàng)造了一個(gè)詞“shipageddon”,代表快遞公司沒有額外的能力運(yùn)輸更多商品。賽富時(shí)(Salesforce)預(yù)測,由于需求超出了快遞公司的配送能力,在11月中旬到圣誕前夜之間發(fā)貨的包裹,會有5%出現(xiàn)延誤。
例如,Abercrombie & Fitch的網(wǎng)站上告訴購物者,只能夠保證不晚于12月4日購買的商品可以在圣誕前夜之前送達(dá),除非購物者愿意額外支付運(yùn)費(fèi)?;蛘?,購物者能夠使用路邊自提服務(wù)。
實(shí)際上,塔吉特(Target)、百思買(Best Buy)和沃爾瑪(Walmart)等公司一直在利用其大量路邊自提設(shè)置,以節(jié)約貨運(yùn)成本,為在線購物者提供更多選擇,并使購物者確信可以盡早拿到所購買的商品。這些投資帶來了豐厚的回報(bào):在最近一個(gè)季度,百思買的在線銷售額增長了174%,塔吉特的在線銷售額增長了155%,沃爾瑪?shù)脑诰€銷售額接近翻了一番。
因此,盡管過去幾周線上交易增多,但“網(wǎng)絡(luò)星期一”并不會虎頭蛇尾。距離圣誕節(jié)只有三個(gè)半星期的時(shí)間,因此零售商們希望人們現(xiàn)在開始在線購物。否則,購物者要么支付更高的價(jià)格,要么承擔(dān)商品無法按時(shí)送達(dá)的風(fēng)險(xiǎn)。
Adobe Digital Insights的主管泰勒?施賴納說:“建議購物者盡快開始購買圣誕禮物,因?yàn)槲磥韼字埽谑フQ節(jié)之際及時(shí)運(yùn)送貨物的成本會變得更高?!保ㄘ?cái)富中文網(wǎng))
翻譯:劉進(jìn)龍
審校:汪皓
Coming on the heels of the most e-commerce intensive Black Friday yet, Cyber Monday promises to be a big new test of whether physical retailers will succeed at managing surging online demand this holiday season.
Adobe Analytics, which tracks digital transactions on 80 major e-commerce sites, expects online sales could reach as much as $12.7 billion on November 30, up 35% from a year earlier. That is likely to further strain retailers coping with unusually high online sales this year.
As Fortune reported on November 27, malls across the country were very quiet as shoppers stayed on the couch rather than dive into crowds at a time of surging COVID-19 infection rates. Indeed, according to RetailNext, the number of in-store shoppers on Black Friday was down by 48% from the previous year.
Instead shoppers went online: According to Adobe Analytics, online sales hit $9 billion Friday, a 22% increase over last year. That was below expectations because of retailers doling out online deals since mid-October, far earlier than usual.
And this year, once again, retailers are offering deep discounts on Cyber Monday on everything from televisions to Crock-Pots to Barbie Playsets. But this time around, it's not only to compete with Amazon, whose sales rose 30% over the long weekend. For many retailers, this strategy is intended to bring sales forward as much as possible to reduce any surge in December that would lead to running out of stock and delayed packages.
"There is absolutely no way that the carriers will be able to keep up with the volume," Moody’s vice president Charlie O’Shea tells Fortune. And so even as shoppers have been sifting through deals for weeks, they will turn out online on November 30 because of that. "How early do I buy to make sure I get it, and am I going trust their ability to get it on time?" O'Shea continues.
Some in the industry have coined the term "shipageddon," where there is simply no more capacity to ship any additional items. Salesforce has forecast some 5% of packages shipped between mid-November and Christmas Eve could be late because of demand outstripping capacity.
Abercrombie & Fitch, for instance, has told shoppers on its website that Dec. 4 is the cutoff to be sure items will arrive by Christmas Eve—unless they're willing to pay extra shipping. Otherwise, they will be nudged to use curbside pickup.
Indeed, retailers like Target, Best Buy, and Walmart are banking on their expansive curbside pickup setup to save on shipping costs, provide online shoppers with additional options, and offer customers more certainty about getting their items. Those investments have paid off handsomely: In its most recent quarter, Best Buy saw online sales grow 174%, while at Target they rose 155%, and at Walmart they nearly doubled.
And so Cyber Monday won't be anticlimactic despite the stream of deals in the last few weeks. Retailers want to get people shopping online now, given there are only three and a half weeks left before Christmas. Otherwise shoppers will have to pay more or risk not getting their items on time.
"Shoppers are encouraged to do their gift buying soon, as shipping in time for Christmas will get more expensive in the coming weeks," says Taylor Schreiner, director at Adobe Digital Insights.