實體店鋪：昨日的包袱，明日的優勢 -Forbes與WD Partners觀點介紹 引用Forbes Clare O'Connor的文章 : "Here's What The Store of The Future Will Look Like"

1. The Store of The Future
Will Look Like
Here’s What
By Clare O'Connor
Forbes Staff
Translated and Narrated By August Lin, CloudCast. 2014.1.27.

2. The Limitation of E-Commerce

3. Few would dispute Amazon’s status as the titan of the e-commerce world, selling
more online than its next 12 competitors combined. But given the ubiquity of Jeff
Bezos and his bookstore-killer, it’s easy to lose perspective.
沒有人會否認Amazon在電子商務世界的地位，一如
泰坦巨人– 其線上銷售的總額比起它12個競爭對手的
加總還要多。
但是，如果因此認定Jeff Bezos和他的書店殺手已經
無所不在，那又恐怕失之公允。

5. 網路巨人相比實體巨獸，竟是如此渺小！
2013全球零售銷售額比較：
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Amazon Target Walmart
610 620
4293
單位 : 億美金
Amazon銷售額僅
是Walmart的13%

6. 網路巨人相比實體巨獸，竟是如此渺小
2012 年美國商務部統計 (B2C業務) :
電子商務發展至今，仍僅佔全美零售總額的 6%。
Total Sales 2012
E-Commerce
Physical Retails
6%
94%

7. A Survey of Respondents
On Both On-line and In-Store

8. WD Partners 公司角色、願景
角色：零售業顧問公司

9. WD Partners 公司角色、願景
願景：顧客體驗創新

10. WD Partners 知名案例
Services Provided By WD Partners : (以Pearle 眼鏡行案例為例)
 Brand Positioning 品牌定位
 Brand Development 品牌發展
 Environments Design 店鋪環境設計
 Graphic Design 平面設計
 Visual Merchandising 視覺行銷

11. 實體店鋪：昨日的包袱，明日的優勢
Traditional stores can still appeal to modern shoppers by updating their brick and
mortar models rather than trying to chase Amazon online.
透過更新實體店鋪商業模式 – 而非試圖在互聯網上追
逐亞馬遜 ，傳統店家仍然可以吸引現代購物者。

12. 實體店鋪：昨日的包袱，明日的優勢
The key to finding the edge isn’t copying what Amazon does. It’s doing what Amazon
can’t.”
找回優勢的關鍵不是複製亞馬遜做過的事情。而是做
那些亞馬遜做不來的事情。
Lee Peterson
EVP, Creative Services
WD Partners

13. WD 重新解譯實體店鋪三大優勢
問卷對象 : 1700個受訪者(涵蓋各個年齡組成)
重大發現：
 即時性 (Immediacy)
 感官知覺 (Touch and Feel)
 獨家商品與議價 (Exclusive Products and Bargains)

14. 1. 即時性 – Immediacy
Shoppers still value immediacy above all else, with 79% listing “instant
ownership” as the most appealing attribute of any retailer. “In other words,
Amazon still can’t compete with, ‘I can just get in my car and go get it now,’”
said Peterson. “Stores are still winning.”
購物者仍然看中「即時性」高於其他一切。
79%的受訪者認為，零售商最吸引人的屬
性是「即刻擁有」。
換句話說，亞馬遜仍然無法與之抗衡…
(就這點而言)實體店面仍然勝出。

15. 2. 感官知覺 – Touch & Feel
在「即時性」之後，75%的受訪者將「感
官知覺」列為零售商第二大吸引人的屬性。
緊隨其後，「獨家商品與議價空間」位列
第三(65%)。
After the ability to buy a product immediately, “touch
and feel”, or sensory perceptions of a store, ranked as
the second most appealing attribute (75%), with
“exclusive products and bargains” coming in 3rd (65%).

16. Y世代的偏好 – 實體店鋪的劣勢
However, when the data was sliced across age groups, it became apparent that online retailers have
a huge edge with Millennials, who ranked “Unlimited options” and “Customer reviews” as their top
two shopping ideals. “Instant ownership” came third.
千禧世代(Y世代)心目中的購物概念排序：
1. 無限的選擇 – Unlimited Options
2. 顧客評價 – Customer Reviews
3. 即刻擁有 – Instant Ownership

17. 三代人的購物偏好差異
Millennials have grown up in the era of the impersonal big
box store, with suburbs and strip malls dominated by
ToysRUs, Best Buy and Target rather than Main Street
shops …
“In the study, Baby Boomers and Gen-Xers were kind of
rooting for the stores,” “It’s nostalgic. It’s emotional.
Whereas shopping online is clinical.
嬰兒潮與 X世代 Y世代
懷念實體店家
郊區大商場扼殺其對社區小店面的體
驗機會

18. The Store of The Future

19. Do What Amazon Can’t Do：(1)
With Millennials wanting “unlimited options” at their
disposal, stores have an imperative to integrate the
digital with the physical. This means creating the
illusion of an endless aisle.
This will manifest itself in “armed, wired associates,”
able to offer up information at the touch of a tablet
screen. “Shoppers should be able to say, ‘show me
some reviews on this couch…”
搭配虛擬網路替Y世代
創造「無止盡的貨架」
專業店員將連上網路，為
顧客提供更多產品訊息。

20. Do What Amazon Can’t Do：(2)
滿足顧客對更多「個人化服務」(Personal Service)
的需求，將是實體店面的改造重點。
如果你做得愈像一個倉庫，亞馬遜
就愈能毀滅你。
Lee Peterson, WD Partners
The more you are like a warehouse,
the more Amazon is going to crush
you.

21. Do What Amazon Can’t Do：(2)
在提供「個人化服務」這一方面，門市店員將扮演起
重要的社交角色。
實體店員工是一筆巨大的資產。看看業內最
出色的那些零售商，蘋果、Nordstrom、
Sephora 和Whole Foods，它們雇用那些
喜歡和人交際的人。
Store employees are a tremendous asset. Look at the industry’s
top-performing retailers, like Apple, Nordstrom, Sephora, and
Whole Foods. They hire people who like people
Lee Peterson, WD Partners

22. Do What Amazon Can’t Do：(2)
我們將看到愈來愈多門市, 提
供優渥的薪資、福利和訓練,
用以改善那些大賣場所欠缺的
個人化服務。
We’ll see more stores offering enviable salaries,
benefits and training to improve the sort of
personal service currently missing at big-box
retailers.
Lee Peterson, WD Partners

23. Do What Amazon Can’t Do：(3)
Store environments themselves will change as brick and mortar stores integrate online characteristics.
當實體店面整合更多線上元素後，店鋪的環境設計也
將跟著改變。
門市將會被迫增設超級舒適的
Lounge沙發。Peterson 預測
，我們將看到更多提供食物和
飲料的小吧台進駐到零售店裡
面，一如現在常見的店內咖啡
亭一樣。

24. 店鋪設計的8大趨勢 – WD觀點

25. 1. 結合美食能夠促進社交，進而提升銷售
The Social Store
Stores will combine the sociality
and the indulgences of food with
the pleasures of shopping.
WD Partners' report.
商店將結合社交、美
食嗜好與購物的樂趣。

26. 2. 性感、動態、夜店般的氛圍將能吸引客流量
The Look of A Nightclub
消費電子的門市必須
能夠媲美夜店。
Especially in consumer electronics,
stores must rival nightclubs, says
WD Partners.
To compete against “Unlimited
Options” of online shopping, stores
with sexy, dynamic and club-like
atmospheres will captivate and
drive traffic."

27. 3. 特化的店員服裝：能夠增進社交互動
Coded for Conversation
Associates with distinct functions will
increasingly signal their roles with
stylized wardrobes, indicative of
approachability and purpose. "This
breaks down barriers to conversation
and drives social interaction," says the
research.
依角色設計的店員服裝
有助打破交談障礙，促
進社交互動。

28. 4. 運用最新數位行動科技的前檯
Tech Is Front & Center
Innovations will move from
retail's back-end to the store-
front. Associates and shoppers
will be empowered, whether
with an endless digital aisle and
information-rich mobile apps or
tablets on the sales floor.
創新科技將從後台
移到前檯。

29. 5. 富有教育功能與意義
Be Educational
Trial is stoked with an information-
rich environment that informs and
educates shoppers. This includes
the deployment of high-impact
(and often high-tech) signage, as
well as space for customers to
interact with informed employees.
豐富和富有教育意義
的信息能夠帶動產品
的試用。

30. 6. 促進親密面談的室內空間設計
Design for Eye Contact
Peterson believes we'll see store
interiors designed to promote
face-to-face conversation between
associates and shoppers, with
more intimacy. "Without eye
contact, there's less trust," says
the report.
店面的內裝將朝向促
成店員與顧客的交談
來設計。

31. 7. 建築外觀：滿足消費者的偷窺慾和暴露狂
Built For Voyeurism
The store of the future will be
more transparent than before.
"Consumers desire to be seen and
to see," says the report.
Architecture and exteriors will
foster voyeurism & exhibitionism,
which will in turn drive purchases.
未來店鋪的外觀將更
加透明 – 人們渴望看
見和被看見。

32. 8. 商店：居家和辦公生活以外的「第三地點」
More Than A Store
The entire retail world must now
operate as a “3rd space", with multiple
functions -- especially in cities. "With
rapid globalization transforming and
revitalizing the market for urban-based
retail, building up and vertical creates
opportunities," says the report.
不只是門市 – 商店必須
創造出複合的生活機能
。

33. 店鋪行銷管理平台的趨勢調查
A Demandware Report

34. About The White Paper
調查資料來源 :
歐美地區250個零售商
(主要分布在美國, 德國與英國)
目的:
調查零售業者對 In-Store POS
系統和EC科技融合趨勢的看法
調查機構 :
美國國家零售聯盟(NRF)委託亞利
桑那大學、Demandware公司研究

35. In-Store 資訊管理趨勢：邁向單一平台
過去15年來的電商科技的發展，已經在功能、架構和可擴展性上，超過了原有商店的POS系統。其結果
是，傳統的POS系統、Call Center和通訊科技，在那些直接與消費者互動的部位，正逐漸被電子商務系
統所取代, 並邁向一個單一的顧客交易平台(Single Consumer Transaction Platform)。

36. 35.8%零售業高管預期單一管理平台的到來
35.8%的零售業高管現在
相信，一種單一平台將能夠簡
化店鋪管理的科技環境，並在
購物過程中提供無縫的顧客交
互與交易管理。
換言之，(這現象反映出)當前
的許多零售業者，無法在現有
系統架構和應用程式的基礎上
，跟上顧客的資訊腳步 – 顧客
已經使用多屏和多種接入點
(Touch Points)來接觸品牌資訊
。

37. EC系統的潛力大過傳統 POS系統
38% 的零售業者傾向於未來以EC系統來當作下一代的店舖管理軟體；相對的只有
19%的業者仍舊看好傳統POS系統的潛力。

38. EC 系統將領導下一波商店管理平台投資
E-Commerce is Top Consideration for Next Software Investment

39. Demandware 公司營業主軸

40. Demandware 公司營業主軸

41. Summary :
 主導該報告的公司 DemandWare是做 EC管理平台起家。
 該報告在軟體平台層面只考慮到傳統CRM、ERP、POS 和Mobile
APP，並沒有考慮到 Big Data 分析，以及 SMM (Social
Marketing Management)軟體平台近三年來的紅火趨勢。
 報告指出的一種趨勢是：Digital/網路的行銷元素從線上銷售轉回
實體店鋪銷售，因此，其後台的管理機制(軟體平台)也跟著被帶進
實體店面，成為新一代的店鋪管理工具。