2020年将改变零售业格局的5大趋势
The following article is from 中英行业资讯 Author 海外研究员
Digital transformation and technological trends are impacting every industry, and the retail market is no exception.
The growth of online shopping is changing things swiftly, which means, even though the consumers are becoming confident, they are still picky.
Offline stores are moving towards e-commerce presence, yet e-commerce platforms want stores.
数字转型和技术趋势影响着每一个行业，零售市场也不例外。
网络购物的发展日新月异，这意味着即使消费者变得越来越自信，他们仍然很挑剔。
实体店正在向电子商务进军，但电子商务平台需要实体店。
As new and refined technologies continue to emerge, it is changing the preferences of the Indian consumer and evolving their mindset.
This means, they are now expecting seamless shopping experiences across all channels; brick-and-mortar stores, e-commerce platforms and mobile apps.
Brands will have to embrace the change and prepare for these upcoming trends that will transform their industry in 2020:
随着新技术和精细技术的不断涌现，它们正在改变着印度消费者的偏好，改变他们的思维方式。
这意味着，他们现在期待的是无缝购物体验的所有渠道; 实体店、电子商务平台和移动应用。
各大品牌将不得不接受这一变化，并为即将到来的趋势做好准备，这些趋势将在2020年改变他们的行业:
Focusing on in-store experiences
Gone are the days when retail simply focused on selling products. The new-age consumers seek engaging experiences over material possessions.
Retail brand stores will be combining traditional elements with tech-enabled aspects activities like in-store tabs to add layers and new experiences to their old-fashioned retail models.
By developing a customer-centric approach in their businesses that can let the consumers interact with the brand and even give feedback for the same, retailers in the brick-and-mortar space can generate a better brand recall and escalated sales.
专注于店内体验
零售仅仅专注于销售产品的日子已经一去不复返了。新时代的消费者追求吸引人的体验，而不是物质财富。
零售品牌商店将结合传统元素和技术支持方面的活动，如店内标签以丰富商品层次，在他们老式的零售模式外增加新的体验。
通过在他们的业务中开发一种以客户为中心的方法，让消费者与品牌进行互动，甚至为品牌提供反馈，实体店的零售商可以更好地召回品牌并提升销售额。
More stores will embrace immersive technologies
While online brands specifically in fashion, lifestyle and beauty segment are already tasting success by embracing the concept of experience–based shopping by offering styling services using AR/VR, offline brands too will join the movement by implementing these immersive technologies to offer a convenient retail experience to the consumers.
This will allow the consumers to simply walk in at a physical store, find their preferred products or outfits on the virtual screens and try them on the same platform without touching them physically.
This technology integration in offline stores would indeed facilitate a seamless shopping experience for the consumers.
更多的商店将采用浸入式技术
在线品牌，尤其是时尚、生活方式和美容领域的品牌，已经通过接受基于体验的购物理念，通过使用AR/VR提供造型服务，尝到了成功的滋味，而线下品牌也将加入这一运动，通过实施这些沉浸式技术，为消费者提供便捷的零售体验。
这将允许消费者仅仅只要走进实体店，在虚拟屏幕上找到他们喜欢的产品或服装，然后在同一个平台上试用，而无需实际接触。这种技术在实体店的整合确实会为消费者提供无缝的购物体验。
Going multi-channel
Despite the continuous rise of online retail players, brick-and-mortar stores still play a key role in the sales process of the present retail model.
From being the primary point of sales, it has now become a part of the larger retail strategy.
This has primarily occurred due to the changing methods of consumers while making shopping decisions.
This calls for the retailers to maintain active presence across multiple channels, including websites, marketplaces, and brick-and-mortar to captivate consumers and keep them engaged until the eventual point of sale.
多通道
尽管网络零售企业不断崛起，但实体店在目前零售模式的销售过程中仍然扮演着关键的角色。
从最初的销售点，到现在已经成为更大的零售战略的一部分。这主要是由于消费者在做出购物决定时改变了购物方式。
这要求零售商通过多种渠道保持活跃的存在，包括网站、市场和实体店，以吸引消费者，并保持他们的参与，直到最终的销售点。
Social commerce will be a gamechanger
Millennial consumers are becoming more demanding with time and this can pose challenges for the retailers to get their brand noticed amid the rising competition.
Social commerce platforms can facilitate the retailers to raise their brand awareness and initiate direct engagement with their target customers through pictures and videos of products posted by the brand as well as the social media influencers.
Retailers can also take advantage of the consumers sharing their experiences through reviews and recommendations.
社交商务改变游戏规则
随着时间的推移，千禧一代的消费者要求越来越高，这可能会给零售商带来挑战，让他们的品牌在日益激烈的竞争中得到关注。
社交商务平台可以帮助零售商提高品牌知名度，并通过品牌贴出的产品图片和视频，以及社交媒体的影响者，主动与目标客户进行直接接触。
零售商也可以利用消费者通过评论和推荐分享他们的经验。
Expansion of data collection and analytics
Big Data is everywhere and online retail has already been leveraging it to identify and assess buying patterns, trends, demands etc.
This year, Big Data will finally pave its way into the offline retail space to create a significant impact on its future sales. Brick-and-mortar retailers will be able to expand their collection of data through both point of sale and website cookies in order to understand the customers’ expectations and optimize profits.
数据收集和分析的扩展
大数据无处不在，线上零售已经利用它来识别和评估购买模式、趋势、需求等。
今年，大数据将最终进入线下零售空间，对未来的销售产生重大影响。实体零售商将能够通过销售点和网站cookie扩展数据收集，以了解客户的期望并优化利润。
All the above trends have been driven by a combination of a progressive technological landscape and the shifting preferences of consumers.
By embracing them and preparing for them, retailers can foresee 2020 as yet another positive opportunity to flourish.
所有这些趋势都是由技术进步和消费者偏好转变共同推动的。通过迎接它们并做好准备，零售商可以预见到2020年将是另一个蓬勃发展的积极机遇。
About Ravinder Singh
Ravinder Singh is the Co-founder and COO of 1-India Family Mart. His expertise lies into business planning, sales management, business development and competitive analysis.
With more than 12 years of experience into channel sales distribution, and expertise across a range of domains, Singh has held various key positions in his career and worked for companies such as HLL & Reliance Communication.
In 2010, he started his own venture Starfin India Private Limited, a company which engaged into business of Financial Inclusion under SBI.
As the COO, Singh was responsible for business development & modelling, strategy and expansion for the organisation.
作者简介
Ravinder Singh是1-India Family Mart的联合创始人兼首席运营官。他的专长在于业务规划、销售管理、业务发展和竞争分析。
辛格拥有12年以上的渠道销售经验，并在多个领域拥有专业知识，在职业生涯中担任过多个关键职位，并曾在HLL & Reliance communications等公司工作。
2010年，他创办了自己的企业Starfin India Private Limited，该公司在印度国家银行的监管下从事普惠金融业务。
作为首席运营官，辛格负责组织的业务发展和建模、战略和扩张。
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