購物網站入世 開實體店面成風氣
Online Store Goes to Reality


以時尚雜誌操作手法經營網站Net-A-Porter所造虛實參半的「櫥窗購物」,廣告宣傳意味更為濃厚,真的名副其實地只利用了一片玻璃,吸引民眾血拼。2011年9月一年一度在紐約舉辦的Fashion’S Night Out活動中,Net-A-Porter就在好幾面玻璃貼上商品展示圖片,使用者只要下載專屬Apps,將手機或iPad鏡頭對準窗戶上感興趣的商品,便可在螢幕上觀看商品的360度3D照片、model穿著的影片,當然在尾端會加上「Shop Now」大字樣,最終還是希望觀眾直接在線上購物。雖然Net-A-Porter並未透露實際帶來的人潮能否直接轉換成錢潮,但他們表示很滿意成果以及所帶來的廣告效益。

Net-A-Porter於Fashion’s  Night Out 活動中,打造半實體半虛擬購物櫥窗,吸引群眾以手機或iPad體驗新的購物模式。(影片轉載自NET-A-PORTER)

初嘗實體宣傳的豐碩成果,Net-A-Porter又在2012年1月與老佛爺Karl Lagerfeld合作,在紐約、倫敦、柏林等一線城市開設Karl Lagerfeld系列服飾快閃店,消費者無需等待快遞公司送到,現場就可以購買。從2012年財報結果又見公司銷售成長55%的吉兆看來,這種「入世」的宣傳投資是很值得的。

Net-A-Porter與Karl Lagerfeld合作系列服飾快閃店為Net-A-Porter創造龐大廣告效益。

Net-A-Porter與Karl Lagerfeld合作系列服飾快閃店為Net-A-Porter創造龐大廣告效益。

網路店家開設實體店面的風潮持續延燒,或許在不久的將來,大家可以期待Amazon強打的流行服飾專區和網購時尚平台ASOS,極有可能會加入開設實體店面行列,而如果Dave Gilboa所預測的一實體店面搭配一虛擬網站的經營模式成真,對消費者而言,或許可能形塑出全新的消費型態也說不定;店內試穿,回家上網購物。««


虛擬世界開實體店
Bonobos Guide Shop
Warby Parker 校車Showroom
Piperlime
Net-A-Porter 


»»While the entire retailer empire has been attacked by the force of e-commerce, there are many e-commerce platforms seeking routes to become reality retails as the reality services are also valued with a great amount of customers.

Although it seems like everybody are buying their everyday expenses online, according to a research of Forrester Research’s analyst, Sucharita Mulpuru, there are actually 90% of the purchased records from the reality store, only the remain 10% is from the internet world.

For expanding their number of customers, the internet menswear platform Bonobo redecorated their New York headquarter into a Guide Shop for customers to try out their items. With great successful reviews, they decided to open 4 stores that let people to try out with reservation only. While the customers still need to order the item online, the item will be sent to the resident the following day. How is this more convenient to the customers? Canadian analysis group Empathica said it’s mostly due to the interactions between the customers and sales, letting their annual profit rose around 35% last year. In addition, the reality store does not only higher the return rate of customers, also spent as much as an online store with complicated maintance. To expand the empire, Bonbos is collaborating with Nordstom to plan to open another 20 stores in the states.

On the other hand, Piperlime also opened their first reality store in New York last September due to its success of Fashion’s Night Out. Different from Bonbos, Piperline does not has its own brand, which making the future of its success very unpredictable.

Aside from reality stores, pop-up stores are also a great choice for e-commerce platforms who love to have a try on reality world. While there are Warby Parker’s bus showroom, Net-A-Porter’s “window shopping” during Fashion’s Night Out, and their collaborated pop-up store with Karl Lagerfeld, we can most likely predicting the next one who step in to the reality world will be Amazon or ASOS. ««

 

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