Gap是美国最大的零售商之一,本文讨论他们如何准备在节日期间分发他们的商品。

什么是Gap’s?

Gap的”今日交易”对零售商来说是最坏的情况

艾莉森·弗兰克尔著,《福布斯》

Gap流行的”今日交易”对零售商来说是最坏的情况,他们可能会看到消费者绕过商店,转而进行网上交易。

Gap在2018年的大部分时间里都在其网站上提供打折很深的服装和饰品,但本周它推出了一项新交易:全部订单减价50%。 这比Gap.com上通常提供的40%到70%的折扣要高得多。

Gap在报道资料中称,此次提议是顾客在”象征性商品”上节省费用的机会,但业界观测认为,这可能会蚕食实体店销售。 The Verge报道称,梅西百货(Macy’s)和JCPenney等百货连锁店已经看到,随着顾客转向Gap和其他在线零售巨头如亚马逊(Amazon)的深度折扣,其网上商店的流量正在下降。

日销交易:零售商最可怕的噩梦

Gap是长期以来以”当日交易”著称的零售商。 然而,他们最近的促销活动却让许多零售商做恶梦。 Gap的”当日交易”是特定日期提供50%精选商品的促销活动。 这对零售商来说可能是一个巨大的问题,因为它为其他商店的销售带来了竞争。 此外,Gap经常很快停止这些交易,因此零售商必须迅速抓住它们。

这种促销策略给Gap带来了一些问题。 首先,它给其他零售商施加压力,要求他们匹配或击败盖普提供的折扣。 此外,许多消费者并不知道这些折扣仅适用于某些商品,而且可能无法在当地的商店买到。 因此,即使从其他零售店以打折的价格购买商品,很多消费者最终还是以全价购买商品。

Gap的度假策略: 把零售商变成门店

Gap的假日战略正在把零售商变成门店。

“今日交易”对零售商来说是最坏的情况。 虽然是为了将交通量拉到Gap等店铺而设计的,但是会给库存带来压力,对已经打折的商品进行打折。

自11月初以来,Gap一直在部分市场测试这一策略,包括德克萨斯州的达拉斯和沃斯堡、休斯顿、菲尼克斯和佛罗里达州的奥兰多。 我们的目标是让顾客进门,然后以更低的价格购买他们本来可能买到的商品。

今天的交易是否有效?

The Deal of the Day是由Gap Inc.创立的营销活动,在旗下商店提供精选商品的折扣。 这个概念是在2006年引入的,作为增加流量和销售的一种方式,但是一些零售商发现这些交易既不可靠也不有利可图。

这些交易通常在有限的时间内提供,有时并非在所有地点都能获得。 在某些情况下,当日交易提供的折扣低于常规销售项目的折扣。 一些零售商还报告说,这些交易导致盗窃和顾客混乱加剧,因为购物者可能不知道哪些经常打折的商品仍在打折。

由于这些问题,一些零售商已经决定停止他们今天的交易计划。 西尔斯控股公司(Sears Holdings Corporation)在2016年报告称,该项目对销售额或流量几乎没有影响后,停止了项目。 JCPenney也因收益低而中断项目。 许多其他零售商已经尝试了不同的策略来提高他们的每日交易计划的盈利能力,但到目前为止还没有一个成功。

这对公司不利吗?

Gap Inc.(纽约证交所:GAP)以其提供服装和其他商品折扣的”今日交易”而闻名。 每天的交易往往是一种只能在有限的时间内进行的促销活动。 然而,Gap的最新交易可能不利于零售商或消费者。

“今日交易”是一种促销活动,通常有打折的产品,只能在有限的时间内进行。 Gap’s Deal of the Day的问题在于它并不总是为消费者提供好的价值。 例如,一件打折的衬衫原价为30美元。 然而,当用户点击链接购买衬衫时,他们被带到一个页面,在那里他们只能输入他们的电子邮件地址,以收到一封电子邮件,说明衬衫已经售罄。 也就是说,想要购买衬衫的消费者除了不购买衬衫外,没有其他选择。

四. 结论

近年来,Gap 已成为一个交易必备的零售商。 但”今日交易”正成为零售商们普遍面临的问题。 盖普的交易方式取决于两件事:短期销售和过度关注折扣。 当销售缓慢或商店里很难找到商品时,Gap会将顾客推向”当日交易”页面,该页面以从其他商店拉出的打折商品为特色。 这造成了不同商店库存水平之间的不平衡,这可能导致全国范围的特定商品短缺——这一切都是因为一家商店决定提供难以抗拒的交易。

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