众多商店不断引入互联网技术丰富顾客体验

众多商店不断引入互联网技术丰富顾客体验

Traditional retailers have a problem: Heading to the store isn't as convenient as buying on a phone or computer. So top companies are trying to make their in-store experiences more like shopping online.

传统零售商面临一个问题:去商店购物不像在手机上或电脑上购物那么方便。因此，顶级公司正试图让他们的店内体验更像网上购物。

Nike, Macy's, Sephora, American Eagle and others are adding augmented reality, interactive touch screens and other technology to their sales floors.

耐克(Nike)、梅西百货(Macy's)、丝芙兰(Sephora)、美国之鹰(American Eagle)等公司都在销售部门增加了增强现实(augmented reality)、互动触摸屏和其他技术。

These retailers hope the new technology will draw younger shoppers and reduce the hassles of shopping in stores. They also have a financial incentive to push customers to buy in store, rather than online. Sales in stores are more profitable because retailers avoid paying shipping fees.

这些零售商希望这项新技术能吸引更年轻的消费者，并减少在商店购物的麻烦。他们也有经济上的动机，即促使顾客在商店而不是网上购物。商店的销售利润更高，因为零售商避免支付运费。

"There is now a complete blurring of the lines between online and offline," said Neil Saunders, managing director at GlobalData Retail. Technology in stores "generally make things easier, simpler, more engaging or more fun," he added.

GlobalData Retail董事总经理尼尔•桑德斯表示:“现在线上和线下的界限完全模糊了。”他补充说，商店里的科技“通常会让事情变得更简单、更吸引人或更有趣”。

The days of retail clerks introducing customers to new products are long gone, experts note. Millennial and Gen Z customers' changing shopping patterns make adding tech to stores an urgent priority for retailers.

专家指出，零售人员向顾客介绍新产品的日子已经一去不复返了。千禧一代和Z一代消费者不断变化的购物模式，使得零售商迫切需要优先考虑在商店中增加科技产品。

Younger shoppers today are researching products and brands online and on their phones before they even set foot in a store. That has forced retailers to tailor new experiences to this increasingly tech-savvy audience, said Jamie Sabat, director of consumer forecasting .

如今，年轻的消费者甚至在踏进一家商店之前，就已经在网上和手机上搜索产品和品牌了。消费者预测主管杰米•萨巴特(Jamie Sabat)表示，这迫使零售商为越来越精通科技的消费者量身定制新的体验。

These types of technology aren't gimmicks. In-store tech helps retailers engage customers and may spur impulse buys. "It's not technology for the sake of technology. It's actually useful," she said.

这些技术并不是噱头。店内技术帮助零售商吸引顾客，并可能刺激冲动购买。“这不是为了技术而技术。它实际上是有用的，”她说。

Nike's Reformation

耐克的改革

Nike (NKE) has designed its new 68,000 square-foot flagship in New York City to cater to members of its NikePlus mobile app.

耐克(Nike)在纽约设计了占地6.8万平方英尺的新旗舰店，以迎合其耐克Plus移动应用程序的用户。

NikePlus members can reserve items on their phones and ask to hold them for pickup in an in-store locker.

耐克Plus会员可以在手机上预订商品，并要求把它们放在店内可取的储物柜中。

Instead of asking employees if products are available, Nike app members scan codes on sneakers and clothes, and the items are sent directly to a fitting room. And there are no cashiers. Customers scan items they want and pay at instant checkout stations located throughout the flagship.

耐克的应用程序成员不会询问员工是否有产品，而是扫描运动鞋和衣服上的代码，然后将这些产品直接送到试衣间。而且没有收银员。顾客扫描他们想要的商品，然后在旗舰店各处的即时收银台付款。

"It's a digital experience, brought to life in a physical space," Nike CEO Mark Parker said earlier this year.

耐克首席执行官马克·帕克今年早些时候表示:“这是一种数字体验，给实体空间赋予生命。”