????岡薩雷斯說：“無論是某種突破性的配方，還是某種顛覆性的技術，只要它讓顧客覺得驚艷，這種發現感就會加深顧客與品牌的聯系。”

????Vend公司的零售點系統和店內傳感器使它可以收集關于顧客的數據。比如，客戶可以衡量在特定天氣條件下的客流量、轉化率和購物車里的內容。岡薩雷斯指出，這種大數據技術可以讓商家和營銷人員明白怎樣才能更好地開展廣告宣傳活動，或者告訴他們今后怎樣更好地進行櫥窗設計。

4. 結合季節性因素或節假日時機開設“快閃”店

????我們知道，消費者在購物上具有季節性傾向，而且喜歡在節假日購物。所以企業可以通過結合季節性因素為顧客體供“一站式購物”體驗。季節性“快閃”店也給零售商提供了一個與其他企業合作的機會。比如，如果你是一家在線珠寶商店，那么你就可以與花店或者巧克力作坊合作，開一家專門做母親節生意的“快閃”店，讓消費者在店內更能獲得“發現”的快感。

????“店中店”則是另一種日益流行的“快閃”店模式。所謂“店中店”就是允許一家小公司在另一家大型零售商門店中設立專柜或專區，測試產品的銷路。

5. 全渠道零售將成為行業的未來

????越來越多的企業正在利用所謂“全渠道”的零售模式，也就是既在網上銷售，也在實體店和路邊攤銷售。正如麻省理工學院（the Massachusetts Institute of Technology）的一篇報告《超越購物車》指出的那樣，隨著消費者逐漸習慣利用多個平臺進行發現和購物，許多零售商也不再按照渠道對銷售進行劃分。

????消費者喜歡那些“平易近人”的品牌，也就是能讓他們輕輕松松購物的品牌。如今實體店已經日益淪為“樣品間”，也就是說，消費者一邊在實體店里看貨、一邊在網上比價。它表明，消費者已經習慣了多渠道的購物方式。根據麻省理工學院的報道，如今零售業每年有價值120億美元的商品是顧客通過智能手機訂購的，而80%的購物者承認他們在購物前曾經到實體店里看過樣品。

????康米薩利斯說：“企業不僅要做到多渠道銷售，還要確保品牌體驗和購買體驗的一致性。”（財富中文網）

????譯者：樸成奎

????"A sense of discovery will deepen a customer's connection of the brand as they embrace the 'wow' factor," Gonzalez says. "Be it a groundbreaking formulation or a disruptive technology.

????Vend's point of sales system and in-store sensors allow companies to collect data on their customers. For example, a customer can assess foot traffic during specific weather conditions, conversion rates and cart contents. This type of big data can inform merchandisers and marketers on how to better position and target campaigns or window designs in the future, Gonzalez adds.

4. Timing a pop-up in conjunction with seasonality or holidays

????As we already know, consumers tend to buy during seasonal and holiday shopping. By creating a seasonal experience, companies can provide a "one-stop shop" for customers.

????Seasonal shops are also an opportunity for retailers to collaborate with other businesses. For example, an online jewelry store could partner with a florist or a chocolatier and brand the whole experience as a Mother's Day shop, giving consumers more of a discovery experience while inside.

????The store-within-a-store model is another type of pop-up that's becoming more common. Allowing smaller businesses to test market their items by setting up a stand or an area within a larger store may attract new business for the bigger retailer.

5. Omni-channel retail is the future of the industry

????More businesses are leveraging Omni-channel retail, or the seamless approach of a retailer selling online, in a store and on the road. As the Massachusetts Institute of Technology (MIT) report "Beyond the Checkout Cart" points out, many retailers are no longer distinguishing sales by channels while consumers are using a multi-platform for discovery and purchase.

????Consumers expect accessible brands that enable everything to be at their fingertips. The increase in "showrooming," or when consumers compare prices online while browsing in-store, signals that customers are engaging with the multi-channel shopping approach. According to the MIT report, the industry generated $12 billion in sales made on a smartphone while 80% of shoppers admitted to "showrooming" before a purchase.

????"More than just being multi-channel," Commissaris says, "companies are trying to ensure the brand experience and the buying experience are the same."