麦肯锡（McKinsey）：2020年假日购物报告（英文版）（7页）.pdf

1、Marketing thats not what consumers want, and its not what retailers want. How should retailers think about Black Friday? How can they best take advantage of that day? Brian Ruwadi: I think it certainly is becoming a big deal globally. In the situation that most retailers are in, where they are now h

2、aving to move so much of their sales through the online channel, theyre worried about the capacity to deliver products to homeswhether the third parties are going to be able to get them there and whether their own warehouses can keep up with the online demand. So one of the interesting things weve s

3、een about Black Friday is retailers now starting to spread out these blockbuster events, so theyre able to “level load” their supply chains and ship products in a way that doesnt create a massive spike that they cant fulfill. Tamara Charm: I think well also see consumers participating in these event

4、s more digitally than ever. We fielded our research before a lot of the recent shutdowns in Europe, and there was already a lessening of folks wanting to go in storespeople wanted to go online. I think well see even more of that. Consumers are wanting to participate in these events in a modified way

5、: either completely online or buy online and pick up in store or pick up outside the store. Well see a lot more physical distancing and a different way of delivering so that retailers can not only meet the demand safely but also manage delivery, inventory, and their profitability. Brian Ruwadi: The

6、COVID-19 situation has really prompted a big increase in the focus on the online experience for shopping and the pick-up-in-store experience. And retailers have scrambled to create an environment that provides an OKor, in some cases, a greatshopping experience. So theyre now starting to think about