How Chinese Retailers Are Reinventing the Customer Journey.

Autor:	Greeven, Mark J., Xin, Katherine, Yip, George S.
Předmět:	CUSTOMER relations CUSTOMER relationship management RETAIL industry ELECTRONIC commerce INTERNET marketing ECONOMIC conditions in China
Zdroj:	Harvard Business Review; Sep/Oct2021, Vol. 99 Issue 5, p84-93, 10p, 6 Color Photographs
Abstrakt:	The Economist opened 2021 with a cover story headlined “Why Retailers Everywhere Should Look to China.” It’s not hard to see why. China is both a large and a fast-growing retail market—worth about $5 trillion in 2020—and highly digitized. And the pandemic has made digital every retailer’s strategic priority. The authors draw from their research on Chinese retailers to explain five lessons that Western companies can learn from China as they develop their own digital market offerings: 1. Create single entry points where customers can access all their potential purchases. 2. Embed digital evaluation in the customer journey. 3. Don’t think of sales as isolated events. 4. Rethink the logistical fundamentals. 5. Always stay close to the customer. [ABSTRACT FROM AUTHOR]
Databáze:	Complementary Index
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