“Ubuchwepheshe” ngokwemfashini yigama elibanzi elihlanganisa yonke into kusukela kudatha yomkhiqizo nokulandeleka kuya ekuphatheni izinto, ukuphathwa kwempahla kanye nokulebula kwezingubo zezimpahla. Njengegama eliyisambulela, ubuchwepheshe buhlanganisa zonke lezi zihloko futhi buyivula indlela ebucayi kakhulu yamamodeli ebhizinisi ayindilinga. sikhuluma ngobuchwepheshe, asisakhulumi nje ngokulandela izingubo zomkhondo kusuka kumthengisi kuya esitolo sokudayisa ukuze silinganise ukuthi izingubo ezithengiswayo zingakanani, asigcini nje ngokukhuluma ngokubonisa izwe lendabuko kanye (ngokuvamile okungathembekile) ulwazi mayelana nokubunjwa kwempahla yomkhiqizo Ulwazi. .Esikhundleni salokho, sekuyisikhathi sokugxila ekwandeni “kwezimbangi zedijithali” ekukhuthazeni amamodeli emfashini aphindelelayo.
Kumodeli yebhizinisi eyisiyingi yokuthengisa kabusha neyokuqasha, imikhiqizo kanye nabahlinzeki bezixazululo kudingeka babuyisele izingubo ezithengiswe kubo ukuze zilungiswe, ziphinde zisetshenziswe noma zigaywe kabusha. Ukuze kube lula ukuphila kwesibili, kwesithathu nokwesine, ingubo ngayinye izozuza enombolweni eyingqayizivele futhi ukulandelela umjikelezo wokuphila owakhelwe ngaphakathi.Phakathi nenqubo yokuqashwa, ingubo ngayinye idinga ukulandelelwa kusukela kukhasimende kuya ekulungisweni noma ekuhlanzweni, kubuyiselwe endaweni eqashwayo, kukhasimende elilandelayo.Ekudayiseni kabusha, izinkundla zezinkampani zangaphandle zidinga ukwazi kahle ukuthi hlobo luni lwesibili- izingubo zezandla abanazo, njengokuthengisa okungaphekiwe nedatha yokumaketha, esiza ukuqinisekisa ubuqiniso bayo futhi yazisa indlela yokubeka amanani amakhasimende ukuze athengwe kabusha ngokuzayo.Okokufaka: I-Digital trigger.
Amathretha edijithali axhumanisa abathengi nedatha equkethwe ngaphakathi kweplathifomu yesofthiwe.Uhlobo lwedatha abathengi abangafinyelela kuyo lulawulwa amabhrendi nabahlinzeki besevisi, futhi kungaba ulwazi mayelana nezingubo ezithile - njengemiyalo yabo yokunakekelwa kanye nokuqukethwe kwefayibha - noma ukuvumela abathengi. ukusebenzisana nemikhiqizo mayelana nokuthenga kwabo - ngokubaqondisa ku-To, isibonelo, umkhankaso wokumaketha wedijithali ekukhiqizeni izingubo.Okwamanje, indlela eyaziwa kakhulu nevamile yokuhlanganisa ama-trigger edijithali engutsheni iwukwengeza ikhodi ye-QR kulebula yokunakekela noma kwelebula elingumngane elihlukile elibhalwe ukuthi “Skena Mina.”Abathengi abaningi namuhla bayazi ukuthi bangakwazi ukuskena ikhodi ye-QR nge-smartphone, nakuba ukwamukelwa kwekhodi ye-QR kuhluka ngokwesifunda.I-Asia ihamba phambili ekutholweni, kuyilapho iYurophu isasele emuva kakhulu.
Inselele ukugcina ikhodi ye-QR engutsheni ngaso sonke isikhathi, njengoba amalebula okunakekela evamise ukunqanyulwa ngabathengi.Yebo, mfundi, nawe wenza kanjalo!Sonke sike sakwenza ngaphambili.Awekho amalebula asho ukuthi ayikho idatha.Ukunciphisa lobu bungozi. , amabhrendi angangeza ikhodi ye-QR kulebula elukiwe ethungiwe noma ashumeke ilebula ngokudluliswa kokushisa, aqinisekise ukuthi ikhodi ye-QR ayinqamuki engutsheni.Okushiwo, ukwaluka ikhodi ye-QR endwangu ngokwayo akukwenzi kube sobala kubathengi. ukuthi ikhodi ye-QR ihlotshaniswa nokunakekelwa kanye nolwazi lokuqukethwe, okunciphisa amathuba okuthi bazolingeka ukuyiskena ngenjongo yayo.
Owesibili umaki we-NFC (Near Field Communication) oshumekwe kumaka alukiwe, okungenzeka ukuthi ngeke akhishwe. Nokho, abakhiqizi bezingubo kudingeka bakwenze kucace kubathengi ukuthi ikhona kumaka alukiwe, futhi badinga ukuqonda ukuthi kanjani. ukulanda umfundi we-NFC ku-smartphone yabo.Amanye ama-smartphone, ikakhulukazi lawo akhululwe eminyakeni embalwa edlule, ane-chip ye-NFC eyakhelwe ku-hardware, kodwa akuwona wonke amafoni anayo, okusho ukuthi abathengi abaningi badinga ukulanda umfundi we-NFC ozinikele isitolo sohlelo lokusebenza.
I-trigger yokugcina yedijithali engasetshenziswa umaka we-RFID (i-radio frequency identification), kodwa amathegi e-RFID ngokuvamile awabheki ikhasimende. Kunalokho, asetshenziswa kuma-hang tags noma emaphaketheni ukulandelela ukukhiqizwa komkhiqizo kanye nomjikelezo wempilo wokugcinwa kwempahla, yonke indlela. kukhasimende, bese ubuyela kumthengisi ukuze alungiswe noma adayiswe kabusha.Amathegi e-RFID adinga abafundi abazinikele, futhi lo mkhawulo usho ukuthi abathengi abakwazi ukuwaskena, okusho ukuthi ulwazi olubhekene nomthengi kufanele lufinyeleleke kwenye indawo.Ngakho-ke, amathegi e-RFID awusizo kakhulu abahlinzeki besixazululo kanye nezinqubo zokubuyela emuva njengoba benza kube lula ukulandeleka kulo lonke uchungechunge lwempilo.Enye into eyinkimbinkimbi ekusetshenzisweni kwayo ukuthi amathegi e-RFID awahambisani nokugeza, okungafanelekile kumamodeli ezingubo eziyindilinga embonini yezingubo, lapho ukufunda kufundeka khona. kubalulekile ngokuhamba kwesikhathi.
Amabhrendi acabangela izici eziningi lapho enquma ukusebenzisa izixazululo zobuchwepheshe bedijithali, okuhlanganisa ikusasa lomkhiqizo, umthetho wesikhathi esizayo, ukusebenzisana nabathengi phakathi nomjikelezo wempilo yomkhiqizo, kanye nomthelela wezingubo zemvelo. Futhi bafuna amakhasimende andise impilo yabo. izingubo ngokuzigaya kabusha, ukuzilungisa noma ukuzisebenzisa kabusha. Ngokusetshenziswa okukhaliphile kwezingqalasizinda namathegi edijithali, amabhrendi ayakwazi futhi ukuqonda kangcono izidingo zamakhasimende awo.
Isibonelo, ngokulandelela izigaba eziningi zomjikelezo wokuphila kwengubo, amabhrendi angakwazi ukwazi lapho kudingekile ukulungiswa noma nini ukuqondisa abathengi ukuthi baphinde basebenzise izingubo. ukungaphatheki kahle noma okungathandeki ngokubukeka, kuyilapho ama-trigger edijithali angahlala emkhiqizweni isikhathi eside ngokuwabeka ngqo engutsheni .Ngokujwayelekile, amabhrendi abuyekeza izinketho zomkhiqizo we-digital trigger (NFC, RFID, QR, noma ezinye) zizobuyekeza indlela elula nengabizi kakhulu. ukwengeza i-trigger yedijithali emkhiqizweni wabo okhona ngaphandle kokufaka engozini leyo nhlamvu yedijithali Ikhono lokuhlala uvuliwe kuwo wonke umjikelezo wempilo womkhiqizo.
Ukukhethwa kobuchwepheshe nakho kuncike kulokho abazama ukukufeza.Uma izinkampani zifuna ukukhombisa amakhasimende ulwazi olwengeziwe mayelana nokuthi izingubo zabo zisetshenziswa kanjani, noma bawavumele akhethe ukuthi angabambi iqhaza kanjani ekugayweni kabusha noma ekugayweni kabusha, bazodinga ukusebenzisa izibangeli zedijithali ezifana I-QR noma i-NFC, njengoba amakhasimende engakwazi ukuskena i-RFID.Kodwa-ke, uma uhlobo oluthile lufuna ukuphathwa kahle kwempahla yangaphakathi noma ephuma ngaphandle kanye nokulandelelwa kwempahla kuwo wonke amasevisi okulungisa nokuhlanza emodeli eqashisayo, khona-ke i-RFID ewashekayo inengqondo.
Njengamanje, ukulebula kokunakekelwa komzimba kusalokhu kuyisidingo esingokomthetho, kodwa inani elandayo lemithetho eqondene nezwe elithile liqhubekela ekuvumeleni ukunakekelwa nolwazi lokuqukethwe ukuba kuhlinzekwe ngedijithali.Njengoba amakhasimende efuna ukuba sobala okwengeziwe ngemikhiqizo yawo, isinyathelo sokuqala ukulindela lokho okucupha idijithali. izobonakala ngokwandayo njengesengezo kumalebula okunakekelwa ngokomzimba, esikhundleni sokushintshwa.Le ndlela embaxambili ifinyeleleka kalula futhi ayiphazamiseki kangako kumabhrendi futhi ivumela ukugcinwa kolwazi olwengeziwe mayelana nomkhiqizo futhi ivumela ukubamba iqhaza okwengeziwe kwezentengiselwano nge-inthanethi, amamodeli aqashwayo noma agaywa kabusha. Empeleni, lokhu kusho ukuthi amalebula aphathekayo azoqhubeka esebenzisa izwe lendabuko kanye nokwakheka kwezinto ezibonakalayo esikhathini esizayo, kodwa kungakhathaliseki ukuthi akulebula efanayo noma amalebula engeziwe, noma ashumekwe ngokuqondile endwangu ngokwayo, kuyokwenzeka Ukuskena. izicupha.
Lezi zicupho zedijithali zingandisa ukubonakala, njengoba imikhiqizo ingabonisa uhambo lokuhlinzeka ngempahla futhi ingaqinisekisa ubuqiniso bengubo. Ngaphezu kwalokho, ngokuvumela abathengi ukuthi bathwebule izinto ekhabetheni labo ledijithali, amabhrendi angaphinda adale amashaneli emali engenayo kumapulatifomu edijithali ngokwenza kube lula. ukuze abathengi baphinde badayise izingubo zabo ezindala.Ekugcineni, ama-trigger edijithali angavumela ukuhweba nge-e-commerce noma ukuqasha ngokubonisa abathengi indawo yomgqomo wabo oseduze ofanele wokugaywa kabusha.
Uhlelo lokugaywa kabusha lwe-Adidas' 'Infinite Play', olwasungulwa e-UK ngo-2019, luzokwamukela kuphela imikhiqizo ethengwe abathengi eziteshini ezisemthethweni ze-adidas, njengoba imikhiqizo ifakwa ngokuzenzakalelayo emlandweni wayo wokuthenga ku-inthanethi bese idayiswa kabusha. Lokhu kusho ukuthi izinto azikwazi ukuskenwa. ngokusebenzisa ikhodi esembathweni ngokwayo.Nokho, njengoba i-Adidas ithengisa ingxenye enkulu yemikhiqizo yayo ngokusebenzisa abathengisi bezitolo nabathengisi bezinkampani zangaphandle, uhlelo oluyindilinga alufinyeleli kumakhasimende amaningi ngangokunokwenzeka.I-Adidas idinga ukuhileleka abathengi abaningi.Njengoba iphenduka ngaphandle, isisombululo sesivele sisemkhiqizweni.Ngaphezu kozakwethu wabo wezobuchwepheshe kanye nelebula u-Avery Dennison, imikhiqizo ye-Adidas isivele inekhodi ye-matrix: ikhodi engumngane ye-QR ehlanganisa izingubo zabathengi nohlelo lokusebenza lwe-Infinite Play, kungakhathaliseki ukuthi ingubo yayikuphi. ithengiwe.
Kubathengi, isistimu ilula uma kuqhathaniswa, namakhodi e-QR adlala indima ebalulekile kuso sonke isinyathelo senqubo. eminye imikhiqizo ethengwe ngeziteshi ezisemthethweni ze-adidas.
Uhlelo lokusebenza luzobe selubonisa abathengi inani lokuthenga kabusha laleyo nto.Uma benentshisekelo, abathengi bangakhetha ukuyithengisa kabusha into. I-Adidas isebenzisa ingxenye yenombolo yomkhiqizo ekhona kulebula yomkhiqizo ukwazisa abasebenzisi ukuthi umkhiqizo wabo ufanelekile yini ukubuyiselwa, futhi uma kunjalo. , bazothola ikhadi lesipho le-Adidas njengesinxephezelo.
Okokugcina, umhlinzeki wezixazululo zokuthengisa kabusha uStuffstr usiza ukulandwa futhi alawule ukucutshungulwa okuqhubekayo kwemikhiqizo ngaphambi kokuba ithengiswe kabusha kuhlelo lwe-Infinite Play impilo yesibili.
I-Adidas icaphuna izinzuzo ezimbili eziyinhloko zokusebenzisa ilebula yekhodi ye-QR engumngane.Okokuqala, okuqukethwe kwekhodi ye-QR kungase kube unomphela noma kube namandla.Izicucu zedijithali zingabonisa ulwazi oluthile lapho izingubo zithengwa okokuqala, kodwa ngemva kweminyaka emibili, amabhrendi angashintsha ulwazi olubonakalayo oluzoboniswa, njengokubuyekeza izinketho zendawo zokugaywa kabusha.Okwesibili, ikhodi ye-QR ikhomba ingubo ngayinye ngayinye.Awekho amahembe amabili afanayo, ngisho nesitayela esifanayo nombala ofanayo.Lokhu kuhlonza izinga lempahla kubalulekile ekudayiseni kabusha nasekuqashiseni, futhi ku-Adidas, kusho. ukukwazi ukulinganisa ngokunembile amanani okuthenga, ukuqinisekisa izingubo eziyiqiniso, nokuhlinzeka abathengi abaphila impilo yesibili ngalokho abakuthengayo incazelo enemininingwane.
I-CaaStle iyisevisi ephethwe ngokugcwele ye-turnkey eyenza imikhiqizo efana ne-Scotch ne-Soda, i-LOFT ne-Vince inikeze amamodeli ebhizinisi aqashisayo ngokuhlinzeka ngobuchwepheshe, ukuhlehliswa kwezinto, amasistimu nengqalasizinda njengesixazululo sokugcina. ukulandelela izingubo ezingeni lempahla ngayinye, hhayi ama-SKU kuphela (ngokuvamile izitayela nemibala kuphela).Njengoba i-CaaStle ibika, uma umkhiqizo usebenzisa imodeli yomugqa lapho izingubo zithengiswa futhi zingabuyiswa, asikho isidingo sokulandelela yonke impahla. kuleli cala, okudingekayo nje ukwazi ukuthi umphakeli uzokhiqiza malini engubo ethile, amapasi angakanani, nokuthi kudayiswa malini.
Kumodeli yebhizinisi lokuqashisa, impahla ngayinye kufanele ilandelelwe ngayodwana.Kudingeka wazi ukuthi yiziphi izimpahla ezisezindaweni zokugcina izimpahla, ezihlezi namakhasimende, futhi yiziphi ezisulwayo.Lokhu kubaluleke kakhulu njengoba kuhlobene nokuguga nokuklebhuka kancane kancane kwezingubo. njengoba zinemijikelezo yokuphila eminingi.Amabhrendi noma abahlinzeki bezixazululo abaphethe izingubo eziqashisayo kudingeka bakwazi ukulandelela ukuthi ingubo ngayinye isetshenziswa kangaki endaweni ngayinye yokuthengisa, nokuthi imibiko yomonakalo isebenza kanjani njengeluphu yempendulo yokuthuthukiswa kwemiklamo nokukhetha impahla. kubalulekile ngoba amakhasimende awakwazi ukuguquguquka kancane lapho ehlola ikhwalithi yezingubo ezisetshenzisiwe noma eziqashiwe;izinkinga ezincane zokuthunga zingase zingamukeleki.Uma usebenzisa uhlelo lokulandelela izinga lempahla, i-CaaStle ingakwazi ukulandelela izingubo ngokusebenzisa inqubo yokuhlola, yokucubungula, nokuhlanza, ngakho uma ingubo ithunyelwa ekhasimendeni ngembobo futhi ikhasimende likhononda, lingakwazi. landelela kahle ukuthi yini engahambanga kahle ekucubunguleni kwabo.
Kuhlelo lwe-CaaStle oluqalwe ngedijithali futhi olulandelwayo, u-Amy Kang (Umqondisi Wezinhlelo Zeplathifomu Yomkhiqizo) uchaza ukuthi izici ezintathu ezibalulekile zibalulekile;ukuphikelela kobuchwepheshe, ukufundeka kanye nesivinini sokuqashelwa.Eminyakeni edlule, i-CaaStle iye yashintsha isuka kuzitikha zendwangu namathegi yaya kumabhakhodi futhi kancane kancane yaya ku-RFID ewashekayo, ngakho ngizibonele mathupha ukuthi lezi zici zihluka kanjani kuzo zonke izinhlobo zobuchwepheshe.
Njengoba ithebula libonisa, izitika zendwangu nomaka ngokuvamile azifiseki kangako, nakuba ziyizixazululo ezishibhile futhi zingalethwa emakethe ngokushesha.Njengoba i-CaaSle ibika, izimpawu ezibhalwe ngesandla noma izitikha cishe zizofiphala noma ziphume endaweni yokuwasha.Amabhakhodi. futhi i-RFID ewakayo ifundeka kakhudlwana futhi ngeke ibune, kodwa kubalulekile futhi ukuqinisekisa ukuthi ama-trigger edijithali ayalukwa noma athungelwa ezindaweni ezingaguquki ezingutsheni ukuze kugwenywe inqubo yokuthi izisebenzi ze-warehouse zihlale zifuna amalebula futhi zinciphise ukusebenza kahle.I-RFID ewashayo inamandla okungenzeka ngesivinini sokuqashelwa kweskeni esiphezulu, futhi i-CaaStle kanye nabanye abahlinzeki bezixazululo abaningi abahamba phambili balindele ukuthuthela kulesi sixazululo uma ubuchwepheshe buthuthuka ngokuqhubekayo, njengamazinga amaphutha lapho uskena izingubo kwezinye eziseduze.
I-Renewal Workshop (TRW) iyisevisi ephelele yokuthengisa kabusha esekupheleni kuya ekupheleni enekomkhulu e-Oregon, e-USA enesizinda sesibili e-Amsterdam.TRW yamukela ukusilela kwabathengi bangaphambi kwesikhathi kanye nezimbuyiselo noma imikhiqizo yangemva komthengi - iwahlunga ukuze aphinde asetshenziswe, futhi ahlanze futhi ibuyisela izinto ezisebenziseka kabusha esimweni esisha, kungaba kuwebhusayithi yabo noma kuwebhusayithi yabo ama-plugin we-White Label azifaka ohlwini kumawebhusayithi ebhrendi yozakwethu.Ukulebula kwedijithali bekuyingxenye ebalulekile yenqubo yakho kusukela ekuqaleni, futhi i-TRW ibeke phambili ukulandelwa kwezinga lempahla. ukwenza lula imodeli yebhizinisi lokuthengisa kabusha.
Ngokufanayo ne-Adidas kanye ne-CaaStle, i-TRW iphatha imikhiqizo ezingeni lempahla. Bese iyifaka endaweni yesikhulumi se-e-commerce enelebula elimhlophe elinophawu lwangempela lomkhiqizo.I-TRW ilawula i-inventory ye-backend kanye nesevisi yamakhasimende.Ingubo ngayinye inebhakhodi nenombolo ye-serial, okuyinto i-TRW eyisebenzisayo ukuqoqa idatha evela kumkhiqizo wokuqala.Kubalulekile ukuthi i-TRW yazi imininingwane yezingubo ezisetshenzisiwe ezinazo ukuze zazi kahle ukuthi hlobo luni lwezingubo abanazo, intengo lapho yethulwa nokuthi ingayichaza kanjani uma isibuyile. ukudayiswa futhi.Ukuthola lolu lwazi lomkhiqizo kungaba nzima ngoba amabhrendi amaningi asebenza ngomugqa akanayo inqubo yokulandisa ngembuyiselo yomkhiqizo.Uma usudayisiwe, wawukhohlakale kakhulu.
Njengoba amakhasimende aya ngokuya elindela idatha ekuthengeni kwesekeni, njengolwazi lwangempela lomkhiqizo, imboni izozuza ngokwenza le datha ifinyeleleke futhi idluliseke.
Ngakho-ke ikusasa liphetheni? Ezweni elikahle eliholwa ozakwethu kanye nemikhiqizo, imboni izoqhubekela phambili ekuthuthukiseni "amaphasipoti edijithali" ezimpahla, izinhlobo, abathengisi, abagayli kabusha kanye namakhasimende anezisusa zedijithali eziqashelwa emhlabeni wonke njll. kungafinyelelwa.Lobu buchwepheshe obujwayelekile kanye nesixazululo sokulebula sisho ukuthi akubona bonke abahlinzeki bomkhiqizo noma besixazululo abaqhamuke nenqubo yabo yobunikazi, okushiya amakhasimende edidekile ezintweni eziningi okufanele azikhumbule. Ngalo mqondo, ikusasa lobuchwepheshe bemfashini lingakwazi ngempela ukuhlanganisa imboni mayelana nezinqubo ezifanayo futhi wenze iluphu ifinyeleleke kalula kuwo wonke umuntu.
Umnotho oyindilinga usekela izinhlobo zezimpahla zokugqoka ukuze kuzuzwe ukuzungeza ngezinhlelo zokuqeqesha, amakilasi ayinhloko, ukuhlola okuyindilinga, njll.Funda kabanzi lapha
Isikhathi sokuthumela: Apr-13-2022
