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美国家装巨头品牌劳氏打算进行重大的电子商务改造! |出海美国电商岛群第49期

2020-02-29 00:47:00

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当它的网站在2019年黑色星期五崩溃了几个小时时,这只是在线上对家居装修巨头Lowe的失望。尽管网站质量良好,但在首席执行官Marvin Ellison方面一直是个棘手问题,一向不如竞争对手。

 

自2019年下半年以来,在至少两次与分析师进行的收益电话会议中,埃里森坦率地谈到了“低估了创建引人入胜的电子商务体验并转化为像Home Depot这样的竞争对手的电子商务体验的复杂程度”。

 

现在,他正在改变所有这些。

 

改装CX

 

零售商在2019年的黑色星期五网络故障期间经历了数字自省,该零售商的在线销售额每年以令人讨厌的3%的速度增长,而其他电子商务网站在家居装饰领域的增长率为两位数。

 

埃里森(Ellison)在去年11月的季度财报电话会议上说:“我想说的是,在美国,没有一家实体零售商是我们的规模,因此互联网业务的增长如此有限。大多数宣布该季度收入增长的美国零售商通常都会拥有一个以20%的增长率开始的互联网泡沫,这在当今时代是典型的。我们还没有到那儿,但是我们知道如何到达那里。”

 

埃里森(Ellison)以前曾把供应链作为投资不足的一个相关领域,但他现在的工作重点是创建一个更好的电子商务CX,并使其获得回报。自从担任JCPenney首席执行官一职到2018年加入Lowe以来,Ellison一直将目光投向电子商务潜力。

 

“我们拥有[网站]流量,但是由于功能不是很好,因此您可能无法获得完整的结帐方式,”埃里森最近告诉CNBC。在最近的收益电话会议中,他说:“如果您在网上受到限制,不仅会损害您的网络销售,而且实际上会损害您的实体销售,因为这会限制人们在访问后出现的流量高品质的研究并决定购买。”

 

电子商务

 

在最近的财报电话会议以及随后对金融媒体的采访中,埃里森暗示了经过改版的网站将要做什么,以及至关重要的是,它将为公司增加收入。劳氏(Lowe)公布的2019财年销售额为721亿美元,该公司表示,新网站到2020年底将实现“高单位数增长”,并且很快就会出现新功能。

 

据报道,作为其网络改造的一部分,Lowe's正在从老化的旧服务器迁移到Google Cloud。埃里森(Ellison)提到为零售商的电子商务转型准备了“……详细的路线图……”,尽管有关该连锁店经修订的全渠道战略的细节很少。埃里森确实指出,许多销售都是从在线研究开始,然后在商店中完成的,而技术升级将更多地利用买方旅程的这一方面。



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Lowe’s Goes For Major eCommerce Makeover

 

When its website crashed for a few hours on Black Friday 2019, that was just the latest online disappointment for home improvement titan Lowe’s. For all of its good qualities, the site has been a bit of a thorn in the side of CEO Marvin Ellison, consistently underperforming against rivals.

 

In at least two earnings calls with analysts since the second half of 2019, Ellison has spoken candidly about having “underestimated the level of complexity” of creating an engaging eCommerce experience that converts at the levels of competitors like Home Depot.

 

Now, he’s changing all of that.

 

The Remaking of a CX

 

The 2019 Black Friday web glitch punctuated a period of digital introspection for the retailer, whose online sales have grown at an anemic 3 percent annually, compared to the double-digit increases reported by other eCommerce sites in the home improvement space.

 

During a quarterly earnings call last November, Ellison said, “I would argue that there’s not a brick-and-mortar retailer in the U.S. that is our size that has such limited growth in the dotcom business. Most U.S. retailers that announce their comp growth for the quarter typically will have a dotcom number that starts with 20 percent growth, which is typical in this day and age. We’re not there yet, but we know how to get there.”

 

Ellison had previously singled out supply chain as a related area of underinvestment, but his focus now is on creating a better eCommerce CX – and making it pay. Since leaving his role as JCPenney’s CEO to join Lowe’s in 2018, Ellison has had his eye fixed on eCommerce potential.

 

“We have [website] traffic, but because functionality isn’t great, you may not get the whole way to checkout,” Ellison recently told CNBC. In the latest earnings call, he said, “If you have limitations online, not only does it hurt your dotcom sales, it actually hurts your brick-and-mortar sales, because it limits the amount of traffic where people will show up after having quality efficient research and decide to buy.”

 

Nailing eCommerce

 

In his most recent earnings call and in subsequent interviews with the financial press, Ellison hinted at what the revamped website will do and, critically, what it will add to revenues. Lowe’s reported $72.1 billion in sales for the fiscal year 2019, and the company says its new website will deliver “high single-digit growth” by the end of 2020, with new features appearing soon.

 

As part of its web makeover, Lowe’s is reportedly migrating from an aging legacy server to Google Cloud. Ellison mentioned having “…a detailed roadmap…” in place for the retailer’s eCommerce transformation, although few details were provided about the chain’s revised omnichannel strategy. Ellison did note that many sales start with online research and finish in stores, and that tech upgrades will capitalize more on that aspect of the buyer’s journey.

 

 

 


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