Avionos：Who wins where 数字品牌和传统零售商的经验教训

在线购物和电子商务的兴起改变了零售格局。Target和Home Depot等传统零售商通过创建可复制店内体验的电子商务站点和移动应用程序，在实体店的成功基础上发展。

相比之下，像Casper和Warby Parker这样的数字本地品牌在网上建立业务，以数字方式建立客户关系，然后开始建立实体陈列室。如今，这两种类型的公司（数字原生企业和传统零售商）经常争夺市场份额和客户忠诚度。

但是他们按照不同的规则进行比赛。对于许多数字本地品牌来说，游戏计划是希望迅速吸引客户，以期被传统零售商（例如宝洁最近收购的剃须和个人护理品牌Billie）进行高价值的收购。这意味着数字本地品牌的优先事项和策略可能与既定计划保留独立公司并有机成长的既有零售商不同。

例如，新品牌通过在广告上花费大量资金来吸引新客户来推动增长，而很少关注保留和忠诚度。他们没有参加漫长的比赛。

与传统零售商相反。数字化本土品牌需要向先于它们的久经考验的品牌学习很多东西，尤其是当要成为其客户生活中的日常本地化存在时。但是，传统零售商需要采用一些数字本地品牌的策略来继续吸引对便利性敏感的新客户，他们希望在线和离线都能获得无缝体验。对于这两种类型的零售公司，开发多种强大的渠道可以提高弹性，并帮助他们灵活地应对市场的不确定性。

The rise of online shopping and eCommerce has transformed the retail landscape. Traditional retailers such as Target and Home Depot have built on the success of their brick-and-mortar stores by creating eCommerce sites and mobile apps that replicate the in-store experience.

By contrast, digitally native brands like Casper and Warby Parker launched their businesses online, building customer relationships digitally before starting to build brick-and-mortar showrooms. Today, these two types of companies — digital natives and traditional retailers — often compete for market share and customer loyalty.

But they’re playing by very different rules. For many digitally native brands, the game plan is to acquire customers quickly in hopes of a highly valued acquisition by a traditional retailer — e.g., P&G’s recent acquisition of women’s shaving and personal care brand, Billie. This means digitally native brands’ priorities and strategies may be different from established retailers that plan on remaining independent companies and growing organically.

For example, new brands drive growth by spending an outsized amount on advertising to acquire new customers, while focusing relatively little on retention and loyalty. They aren’t playing the long game.

The opposite can be said for traditional retailers. Digitally native brands have much to learn from the tried-and-true brands who precede them — particularly when it comes to becoming an everyday, local presence in their customers’ lives. However, traditional retailers need to adopt some of the tactics of digitally native brands to continue to attract new, convenience-sensitive customers who expect seamless experiences both online and offline. For both types of retail companies, developing multiple strong channels can increase resiliency and help them respond flexibly to uncertainty in the market.