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本文摘要:Walk through any major shopping district, and youre likely to stumble upon a number of pop-up shops. From online brands testing the waters for a physical presence to major retailers testing out new products, the pop-up concept has become a major tool for businesses regardless of size.回头在任何一个大型商业区里,大家都会找到不少所谓的“快闪”店(亦称为“品牌游击店”)。

Walk through any major shopping district, and youre likely to stumble upon a number of pop-up shops. From online brands testing the waters for a physical presence to major retailers testing out new products, the pop-up concept has become a major tool for businesses regardless of size.回头在任何一个大型商业区里,大家都会找到不少所谓的“快闪”店(亦称为“品牌游击店”)。有些是在线品牌试水实体经营,有些则是大型零售商在试卖新产品。现如今,“快闪”理念早已出了大大小小的企业的一个最重要工具。


The short-term retail market has exploded over the past few years, bridging the gap between e-commerce and brick-and-mortar stores and enabling brands a chance at premium real estate at a fraction of the cost. In fact, temporary retail continues to thrive as an $8 billion industry thats grown 16% annually since 2009, according to a recent Specialty Retail Report. Major online brands like Amazon (AMZN) and Google (GOOG) have experimented with short-term leases to showcase new products while national retailer Nordstrom has collaborated with online jewelry marketplace BaubleBar and fashion brand Top Shop to set up within the department store.过去几年,短期零售市场如雨后春笋般蓬勃发展,不仅在电子商务和实体商务之间架设了一座桥梁,而且让很多品牌有机会要用很少的资金租给高端地产展开短期零售。根据最近的一份专营零售报告表明,自从2009以来,临时零售行业的年增长率超过了16%,市值已约80亿美元。亚马逊(Amazon)和谷歌(Google)这样的网络巨头争相在大商场里签定短期租约,展出自己的新产品。

而全美连锁的高档百货店诺德斯特龙(Nordstrom)也与网络珠宝商BaubleBar和时尚品牌Top Shop合作,在自己的门店内设置专柜。More and more companies are realizing a pop-up is not only a chance to generate more sales but also to learn more about customers and how a brand translates and who it influences. To illustrate, heres a look at five ways how a business can benefit from a soon-to-be permanent model in the retail industry:更加多的企业正在意识到,“快闪”式的零售店不仅可以带给更好的销售额,同时也能让品牌更进一步地理解顾客,理解品牌的演化过程,理解它不会影响哪些人。

下面遵为大家讲解企业可以从“快闪”式零售店受益的五种方式:1. Offload inventory and test out a new revenue stream1. 利用“快闪”店清仓甩货、同时尝试找寻新的收益流Pop-up shops inherently evoke a sense of urgency with limited time offers, which helps boost sales and often converts to larger purchases.“快闪”店由于开办的时间受限,一般不会给人导致一种紧迫感,所以往往不会增进销量,而且常常不会转化成为更加大额的订购。We have had clients that have seen their cart size grow two times when their online customer walks into a space where they can touch and feel the brand, says pop-up architect Melissa Gonzalez.“快闪”店建筑师梅丽莎o冈萨雷斯说道:“我们有些客户开办了快闪店后,由于顾客可以在店里触碰到、感觉到这个品牌的商品,所以他们购物车的规模不断扩大了两倍。”The informal, spontaneous setting might generate more revenue or allow a store to feature inventory in a fresh way, says Anton Commissaris, the North American president for point of systems service Vend. For example, lets say a running store is trying to move old inventory through the use of sidewalk racks. If the storeowner instead uses a pop-up truck and drives to a different part of town, the clothing becomes instantly new to a different group of consumers. Meanwhile online companies like Etsy can test the brick-and-mortar business to see if their merchandise attracts foot traffic in the same way it can digitally.零售点系统服务商Vend公司北美总裁安顿o康米萨利斯认为,这种非正式的购物环境有可能带给更好的收益,或者让商家以一种新的方式向消费者展出存货。


2. Test out new products or experiment with new concepts2. 测试新产品或新理念Pop-up shops are a great way to incubate an idea in a confined timeframe and isolated scope, adds Gonzalez, who owns a pop-up specialty firm. Demonstrating new products enables a business to collect customer feedback and suggestions before fully going to market. Existing brands like Google or Nordstrom (JWN), which more recently launched a New York pop-up to promote Sarah Jessica Parkers new shoe line SJP, are also leveraging pop-up shops to experiment with new collections or concepts.梅丽莎o冈萨雷斯自己就有一家专门接续“快闪”店业务的公司。她回应,如果要在受限的时间和地域内产卵出有一个点子的话,“快闪”店是一个十分好的平台。它使商家可以在全面进占市场之前,再行通过这个平台向消费者展出自己的产品,提供消费者的对系统和建议。


Smaller retailers can also use pop-up shops or trucks as an opportunity to reach and retain more customers. Use it as a chance to hand out an exclusive discount or gift card to spend at the larger store or online, giving consumers a reason to return after the pop-up closes.小型零售商也可以利用“快闪”店或“快闪”售货卡车去招募更好的顾客。同时你也可以利用这个机会向顾客获取下次到本店顾物的尤其优惠或者礼品卡,给顾客一个“快闪”店重开之后之后到你店里消费的理由。3. Use it as a marketing opportunity to create brand awareness3. 利用“快闪”店作为营造品牌认知度的机会More companies are using pop-ups as a marketing tool for brand extension. By incorporating incentives for customers to share their experience on social media channels like Twitter and Facebook, companies can create a larger organic buzz about their brand. By analyzing social media chatter, a marketing team could examine word sentiment around their brand and look for new potential influences for future campaigns. A temporary physical setup also gives online brands a chance to make consumers aware of their online store, attracting local foot traffic they may not have otherwise had.更加多的公司正在把“快闪”店当作提高品牌认知度的一个营销工具。



另外,一个短期的实体店还能让消费者有机会理解他们的线上商店,为他们在当地带给无法通过其它途径取得的客流量。Technology-driven companies can also use a temporary space as a way to educate customers on what makes their product unique to the market.科技型企业还可以通过“快闪”店让顾客了解到自己产品的独有之处。A sense of discovery will deepen a customers connection of the brand as they embrace the wow factor, Gonzalez says. Be it a groundbreaking formulation or a disruptive technology.冈萨雷斯说道:“无论是某种突破性的配方,还是某种颠覆性的技术,只要它让顾客实在精彩,这种找到感就不会加剧顾客与品牌的联系。

”Vends point of sales system and in-store sensors allow companies to collect data on their customers. For example, a customer can assess foot traffic during specific weather conditions, conversion rates and cart contents. This type of big data can inform merchandisers and marketers on how to better position and target campaigns or window designs in the future, Gonzalez adds.Vend公司的零售点系统和店内传感器使它可以搜集关于顾客的数据。比如,客户可以取决于在特定天气条件下的客流量、转化率和购物车里的内容。冈萨雷斯认为,这种大数据技术可以让商家和营销人员明白怎样才能更佳地积极开展广告宣传活动,或者告诉他他们今后怎样更佳地展开橱窗设计。4. Timing a pop-up in conjunction with seasonality or holidays4. 融合季节性因素或节假日时机开办“快闪”店As we already know, consumers tend to buy during seasonal and holiday shopping. By creating a seasonal experience, companies can provide a one-stop shop for customers.我们告诉,消费者在购物上具备季节性偏向,而且讨厌在节假日购物。


Seasonal shops are also an opportunity for retailers to collaborate with other businesses. For example, an online jewelry store could partner with a florist or a chocolatier and brand the whole experience as a Mothers Day shop, giving consumers more of a discovery experience while inside.“店中店”则是另一种日益风行的“快闪”店模式。所谓“店中店”就是容许一家小公司在另一家大型零售商门店中成立专柜或专区,测试产品的销路。

The store-within-a-store model is another type of pop-up thats becoming more common. Allowing smaller businesses to test market their items by setting up a stand or an area within a larger store may attract new business for the bigger retailer.5. 仅有渠道零售将沦为行业的未来5. Omni-channel retail is the future of the industry更加多的企业正在利用所谓“仅有渠道”的零售模式,也就是既在网上销售,也在实体店和路边摊销售。正如麻省理工学院(the Massachusetts Institute of Technology)的一篇报告《打破购物车》认为的那样,随着消费者渐渐习惯利用多个平台展开找到和购物,许多零售商也仍然按照渠道对销售展开区分。

More businesses are leveraging Omni-channel retail, or the seamless approach of a retailer selling online, in a store and on the road. As the Massachusetts Institute of Technology (MIT) report Beyond the Checkout Cart points out, many retailers are no longer distinguishing sales by channels while consumers are using a multi-platform for discovery and purchase.消费者讨厌那些“平易近人”的品牌,也就是能让他们轻轻松松购物的品牌。如今实体店早已日益沦落“样品间”,也就是说,消费者一旁在实体店里看货、一旁在网上比价。它指出,消费者早已习惯了多渠道的购物方式。根据麻省理工学院的报导,如今零售业每年有价值120亿美元的商品是顾客通过智能手机采购的,而80%的购物者否认他们在购物前曾多次到实体店里看完样品。

Consumers expect accessible brands that enable everything to be at their fingertips. The increase in showrooming, or when consumers compare prices online while browsing in-store, signals that customers are engaging with the multi-channel shopping approach. According to the MIT report, the industry generated $12 billion in sales made on a smartphone while 80% of shoppers admitted to showrooming before a purchase.康米萨利斯说道:“企业不仅要做多渠道销售,还要保证品牌体验和出售体验的一致性。”(财富中文网)More than just being multi-channel, Commissaris says, companies are trying to ensure the brand experience and the buying experience are the same.。