Covid-19如何改变假日购物

Covid-19如何改变假日购物
“我认为,随着消费者购物习惯从店内购物转移到在线购物(预计将保持下去),没有或只有很少在线用户的零售商将很难保持运营并保持竞争力。当前的环境。” Simone Peinkofer说道。
(来源: 辛迪·奥德/盖蒂图片社)

秋天刚刚开始,但零售商已经在为2020年假日购物季做准备,而今年由于COVID-19大流行而变得更加困难。

对于所有规模的零售企业而言,这一年都是极具挑战性的一年,因此许多人希望弥补因业务增长放缓而造成的部分损失。 消费支出 而且没有亲自购物。

The 2020 holiday season, much like the majority of the year, will be like none other.与一年中的大部分时间一样,XNUMX年的假期季节将与众不同。 But what does this mean for retailers?但这对零售商意味着什么?

在这里, 西蒙妮·佩恩科弗密歇根州立大学Eli Broad商学院供应链管理助理教授,讨论了假日购物季节对消费者和零售商的影​​响:

Q

Research shows Americans are still shopping and the retail industry overall is rebounding, though it's slower than one might hope.研究表明,美国人仍在购物,而零售业总体上正在反弹,尽管这比人们希望的要慢。 What kind of retailer casualties should we expect next?接下来我们应该期待什么样的零售商伤亡?

A


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We have seen multiple big-name retailers file for bankruptcy over the past few months and even before the pandemic began.在过去的几个月中,甚至在大流行开始之前,我们已经看到多家大型零售商申请破产。 So even before the pandemic, there was a multitude of retailers—like JC Penney, Pier 1, Lord & Taylor, and Century 21—that were already struggling, but the pandemic seems to have accelerated the faith of these retailers to file for bankruptcy.因此,即使在大流行之前,也已经有许多零售商(例如JC Penney,Pier XNUMX,Lord&Taylor和Century XNUMX)陷入困境,但大流行似乎加速了这些零售商申请破产的信念。

As the pandemic continues, we are likely to see other retailers struggle too.随着大流行的继续,我们很可能会看到其他零售商也在苦苦挣扎。 I think with the shift of consumer shopping habits from我认为随着消费者购物习惯的转变 店内购物 对于在线购物(预计将保持下去),没有或只有很少的在线业务的零售商将很难在当前环境下保持运营并保持竞争力。

另外,可能已经获得某种联邦援助以帮助缓解大流行的最初负面影响的中小型零售商也可能不得不担心它们的存在-特别是如果其销售尚未恢复。

Q

The holidays are historically a time for large crowds to shop in-person.从历史上看,假期是很多人亲自购物的时间。 Any thoughts how this may change this year amid the pandemic?在大流行期间,今年有什么想法会改变吗?

A

尽管很难确切说明今年的假日购物将发生怎样的变化,但在这些前所未有的时期肯定会有所不同。

Consumer spending is down—which is not surprising considering the current unemployment rate in the US—thus, the retailers already struggling find will themselves in a competitive environment.消费者支出下降-考虑到美国当前的失业率,这不足为奇-因此,已经苦苦挣扎的零售商发现自己将处于竞争环境中。 These retailers are likely to come up with strategies to attract customers and increase sales during their most important selling season of the year.这些零售商可能会在一年中最重要的销售季节中提出吸引客户和增加销售额的策略。

例如,鉴于支出下降并且零售商需要吸引顾客,我们很可能会看到假日销售比平时更早推出以增加销售。

Q

Will sales/discount periods last longer to allow more spread out crowds?销售/折扣期是否会持续更长的时间,以允许更多的分散人群? What about Black Friday—how will this change this year?黑色星期五怎么样?今年会有什么变化?

A

Multiple retailers already announced that they would be closed on Thanksgiving Day.多家零售商已经宣布将在感恩节关闭。 With the increased demand for随着需求的增加 网上购物 由于大流行,我认为黑色星期五的电子商务也会比去年增加,因为它为客户提供了安全便捷的购物选择。

One of the biggest issues I can see for retailers pertaining to Black Friday is how to keep the customers that do decide to go into the store safe.对于零售商而言,与黑色星期五有关的最大问题之一就是如何确保确实要进入商店的顾客安全。 Retailers will need to develop new and enhanced protocols to keep their customers and employees safe.零售商将需要开发新的和增强的协议,以确保其客户和员工的安全。

Q

On the topic of Black Friday, retailers in recent years have campaigned to close their locations on Thanksgiving and Black Friday.在黑色星期五这一主题上,近年来零售商开展了运动,以关闭感恩节和黑色星期五的营业地点。 Will this have a more evident impact on sales this year than it might have in year's past?这是否会对今年的销售产生比过去更大的影响?

A

The upcoming holiday season could really be another make or break point for a lot of retailers.对于许多零售商来说,即将到来的假期季节可能确实是另一个成败点。 As the pandemic has evolved, we've seen retailers that already had invested in omni-channel capabilities were better equipped to adopt their operations to the change in customer shopping habits from in-store to online shopping to serve their customers.随着大流行的发展,我们已经看到已经投资了全渠道功能的零售商能够更好地适应其业务,以适应从店内到在线购物的顾客购物习惯的变化,从而为他们的顾客提供服务。 We have also seen that the retailers that lacked such capabilities were—and are still—struggling.我们还看到,缺乏这种能力的零售商正在并且仍在挣扎。

为了应对在线订单的激增,我们很可能会看到零售商雇用临时工,这在假期期间对于零售业很常见。

尽管有些零售商在假期旺季装备精良,但我们不应该忘记行业之间的相互联系和成功的重要行业合作伙伴 电子商务行业,例如,包裹提供商或其他最后一英里的物流提供商。

However, these companies operate with a specific capacity limit (ie they can only transport and process a specific number of parcels per day) and, as we have seen especially at the beginning of the pandemic, the surge in e-commerce led to serious delivery issues.但是,这些公司在特定的运力限制下运营(即,它们每天只能运输和处理特定数量的包裹),并且,正如我们在大流行初期特别看到的那样,电子商务的激增导致了严重的交付问题。 Indeed, parcel providers are still struggling to provide the same service as they did pre-pandemic.的确,包裹提供商仍在努力提供与大流行前相同的服务。

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来源: 密歇根州立大学

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