|
Cover Story
Highlights of 2015 Retail Conference
“Success & Sustainability”
2015 零售研討會—
卓越零售持續成就
Session 1: Omni-channel Retailing: A Revolutionized Shopping Experience
第一節﹕ 全渠道零售
革新購物體驗
The retail industry has been undergoing a revolutionary transformation when mobile apps, websites, social media and
shops are combined into one - Omni Channel. Only by creating a seamless customer experience in online and offline
shopping, can retail brands capture their business opportunities in all aspects.
零售業正經歷劃時代轉變，手機程式、網站、社交媒體，加上實體店，匯聚成全渠道零售。零售品牌須打造線上線下無縫消費體驗，
才能全方位把握商機。
Mobility is a feature of shopping in Omni-channel Retailing. Retailers may integrate their
online service with their offline one by taking online shopping experience as a reference,
thus allowing customers to go through the same experience from product shopping
to taking delivery. Miss Tania Lau pointed out that a consultant survey commissioned
by Yahoo! Hong Kong had revealed that 70% of Hong Kongers visited online shopping
websites with their mobile handsets at least once per month, and 90% of them searched
product information with their handsets. This has shown that shoppers nowadays hop
back and forth between online shops and entity stores throughout their purchase journey.
Miss Tania Lau said that, in addition to providing comprehensive marketing strategies
for retailers, Yahoo! Hong Kong has also worked hard to enhance online shopping
experience. The Internet guru's Yahoo! Shopping has quickly built up its position in online
shopping market soon after it was rolled out four years ago. Similarly, its Digital Locker,
launched last year, is a service through which online shoppers can take delivery of their
products by self-service at 390 conveniently located sales points across the territory, and
they can even track the entire delivery process with their mobile handsets. Furthermore,
Yahoo! has taken an extra step so that the shopping procedure has completely gone
paperless. In other words, not a piece of paper or a print coupon is needed for shopping.
She said, "our seamless connection between online and offline propositions have made
these services complement each other."
Seamless customer experience by combining online shopping with offline one
虛實整合 無縫消費體驗
Miss Tania Lau, Director of Marketing, Hong Kong, Yahoo! Hong Kong Limited
雅虎香港有限公司香港區市場部總監
劉淑芬小姐
全渠道零售世界，購物特點是流動。零售
商整合線上線下服務，顧客由購買到取貨
體驗如一，可借鏡網購經驗。劉淑芬指
出，雅虎香港曾委託研究顧問進行調查，
結果發現
7
成香港人每月以手機瀏覽購物網
站至少
1
次，
9
成會以手機搜尋產品資料，
可見現今購物旅程穿梭網絡與實體店。
劉淑芬說，雅虎香港為零售企業提供全方
位市場推廣方案之餘，亦致力提升網購體
驗。該公司
4
年前推出「
Yahoo!
購物」，
迅即佔據網購市場，去年首推電子儲物櫃
（
Digital Locker
）服務，網民購物後可以自
助簡便形式，到本港
390
個據點領取貨品，
全程可用手機操縱。此外，
Yahoo!
亦全面
推行無紙化（
Paperless
）領取商品服務，購
物不需列印任何紙張或優惠券。「連接線
上線下，整合虛實，兩者無縫之餘，亦達
致互補。」
8
