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Iconic 和 阿里巴巴成功的秘密?电子商务中需要注意的5 种技术趋势|出海澳大利亚电商岛群第24期

2019-08-24 21:12:34

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网上购物趋势在不断变化,当这些趋势与技术相关时,商户和公司就很难跟上。了解像Iconic 和 阿里巴巴这样的领先零售商如何拥抱从生物识别到增强现实等一切产品,以满足当今消费者的需求。

 

1. 图片搜索

使用照片查找类似项目可以减少关键字搜索通常伴随着的复杂性和猜测。许多购物旅程从搜索栏开始,购物者可能无法准确定义要查找的样式或商品。

Pinterest Lens和谷歌图片支持图片上传,上传后可立即找到可供购买的相似图片的项目。此外,Pintery 中的每个引脚都有一个简单的按钮,可发现"类似"的图片。

Iconic 是澳大利亚领先的在线时尚和体育零售商,它使购物者能够从智能手机上拍摄照片,并在其丰富的60,000 种产品中查找匹配项。

我们最近的研究表明,超过四分之一的网上购物是在智能手机上进行的。随着移动电子商务的兴起,以及图片搜索加速转化路径的能力,向在线的转变可能会继续增长。

 

2. 语音激活购物

根据Versa的数据,2018年7月至11月,近135万澳大利亚人家中拥有智能音箱,拥有量增长了200%。语音激活的助手通常支持基本交互,如播放音乐和检查新闻和天气。

这些设备对零售业的影响仍在发展。Gartner 预测,到2020 年,30% 的搜索将在没有屏幕的情况下完成。对于卖家来说,找到与客户联系的新方法至关重要。语音应用将在零售发展过程中发挥核心作用。

也就是说,在购买产品之前看到产品是无可替代的。因此,使用语音激活助理非常适合重复购买。此外,当与现有的电子商务平台结合使用时,购物体验可以大大提高。

 

3. 增强现实

增强现实 (AR) 使购物者能够随时随地评估产品的适用性。宜家是AR技术的首批采用者之一。借助"宜家广场"应用程序,购物者可以在自己家里参观宜家产品。购物者能够以高精度对款式进行颜色匹配和评估,从而获得较高的客户满意度。

在快速增长的在线美容领域,ModiFace正在改变欧莱雅的运营模式。借助ModiFace 应用程序,消费者可以通过智能手机摄像头"尝试"不同的化妆品色调。这个概念和消费者产生了很好的共鸣,欧莱雅表示,虚拟测试帮助他们赢得了销售。

AR 技术正在改变店内和在线体验。购物者能够在上下文中可视化和评估对象。

 

4. 购物变得个性化

客户希望获得个性化的体验,尤其是当他们与零售商分享其偏好时。在正确的时间和地点呈现正确的内容可能具有挑战性。这时,数据捕获和客户旅程分析就显示出了其独特的优越性。

一家美国公司将个性化工作带到了一个新的水平。Stitch Fix 运营在线个人造型服务,利用算法和人工设置的科学创建虚拟商店。"Stitch Fix 的成功建立在高度个性化的产品之上,根据消费者的口味、预算以及最重要的尺寸来定制商品。

 

5. 生物识别付款

转化率显示,购物者平均点击22次完成购买。由于更安全的支付技术,在加快结帐流程的同时,可以最大限度地减少欺诈,因此这种情况可能会改变。

移动设备具有捕获面部识别或指纹等生物识别数据的能力,将在这里发挥重要作用。生物识别支付是中国购物狂欢节双十一的常态;超过60%的客户在阿里巴巴2018年双十一活动中通过扫描指纹或扫脸的方式付费。

 

原文:

5 technology trends to watch in eCommerce

Online shopping trends are constantly evolving, and when those trends are technology-related it can be hard to keep up. Learn how leading retailers like The Iconic and Alibaba are embracing everything from biometrics to augmented reality to meet the needs of today’s shoppers.

1. Visual search

Using a photo to find similar items can reduce the complexity and guesswork that often comes with keyword searches. Many shopping journeys begin in the search bar, and shoppers may not be able to accurately define the style or item they are looking for.

Pinterest Lensand Google Images supports image upload and immediately finds visually similar items that may be available for purchase. In addition, every pin in Pinterest has a simple button that uncovers ‘like’ visual content.

The Iconic, a leading online fashion and sports retailer in Australia, enables shoppers to snap photos from a smartphone and find matches amongst their extensive 60,000 products.

Our recent research shows that over a quarter of online purchases are made on a smartphone. With the rise of mobile eCommerce, and the power of visual search to speed up the conversion path, it’s likely the shift to online will continue to grow.

2. Voice-activated shopping

Almost 1.35 million Australians have a smart speakerat home, with 200 per cent ownership growth experienced between July and November 2018 according to Versa. Voice-activated assistants generally enable basic interactions such as playing music and checking the news and weather.

The effect of these devices on the retail industry is still developing. Gartner predicts that 30 per cent of searches will be done without a screen by 2020. It’s essential for sellers to find new ways to connect with customers. Voice applications will play a central role in the retail evolution.

That said, there’s no substitute for seeing a product before you buy. For this reason, the use of voice-activated assistants would work well with repeat purchases. Also, when used in tandem with existing eCommerce platforms, the shopping experience could be greatly enhanced.

3. Augmented reality

Augmented Reality (AR) makes it possible for shoppers to assess product suitability; anytime and anywhere. IKEA was one of the first adopters of AR technology.

With the “IKEA Place” app, shoppers can inspect IKEA products against the background of their home. Shoppers are able to colour match and evaluate the style with high accuracy, resulting in high customer satisfaction.

In the fast-growing online beauty sector, ModiFace is changing the game for L’Oreal. With the ModiFace app, consumers can ‘try’ different cosmetic shades through their smartphone camera. The concept is resonating well, with L’Oreal reporting that virtual tests helped them clinch sales.

AR technology is changing both the in-store and online experience. Shoppers are able to visualise and evaluate an object in context.

4. Shopping is getting personal

Customers expect a personalised experience, especially when they have shared their preferences with a retailer. Surfacing the right content at the right time and place can be challenging.

Advancements in data-capture and customer-journey analytics is proving valuable here.

A US-based company has taken personalisation to the next level. Stitch Fix operates an online personal styling service, utilising the science of algorithm and human curation to create a virtual store-for-one. Stitch Fix’s success is built on a highly personalised offering, tailoring items to consumers’ tastes, budget and most importantly, fit.

5. Biometric payments

Shoppers make 22 clicks on average to complete a purchase, according to the Checkout Conversion Index. This is likely to change, thanks to a more secure payment technology that could minimise fraud while speeding up the checkout process.

Mobile devices, with their in-built capability to capture biometric data such as facial recognition or fingerprints, will play a vital role here. Biometric payment was the norm for China’s shopping holiday 11/11; and more than 60 per cent of customers paid either by scanning their fingerprint or taking a selfie in Alibaba’s 2018 Singles Day event.

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