移动钱包单枪匹马成不了气候
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移动支付的机会和解决方案就藏在这个过程里。移动支付实际上是一件好事，它可以为提升实体世界的整体购物体验做出很大贡献（当然也可以让你躺在家里的沙发上用手机购物）。光靠移动支付自己是无法大范围地取悦购物者的，但是如果它能作为某种东西的组成部分，根本地、彻底地提高整个购物体验的话，它将非常了不起。 最重要的可能是，这样一来，才能解决零售商对采用移动钱包的顾虑。原因很简单——它对购物者有用，有价值，而不是仅仅由于它是一项非常酷的新型支付技术——对不起了硅谷，“酷”并不是大多数购物者所关心的问题。 零售商们将会很愿意使用这样一个能提高购物体验和店内销量的“移动钱包”，用他们的话说就叫“增量”。消费者也会更喜欢这家商店，并且来得更频繁。 而且一旦顾客来到商店里，他们就会买东西。在网络上，只有1.5%到3%的网站访问量会转化为实际的销售【甚至连电商巨头亚马逊（Amazon）和eBay也从来没有超过10%】。而在实体商店里，人们之所以不经常来，就是因为20%至95%的人一旦进了商店就会买东西。如果按行业划分，时尚产品的转化率为20%、电子产品为50%、食杂品更高达95%。今天，线下购物的规模比线上购物大12倍，它在美国的规模达到3万亿美元，购物转化率更是远远高于线上购物。相比之下，未来四年里，网络购物的市值只有3,700亿美元。据市场调研公司弗雷斯特（Forrester）预测，到2017年，网络购物的规模将占所有购物的10%。 一旦购物变得更有乐趣，更有人情味儿，购物者不光会来商店买东西，还会买得更多。下次当你走进一家商店的时候你可以试一试：在进入商店门口时，你可以看看你的购物计划单，或是问问自己今天想买些什么，然后等你购完物离开的时候，看看你的购物篮，你会发现，你买的东西里有一半都不在最初的购物单上。一般来说，购物时你买的50%以上的东西都是冲动购物的结果。它证明，当购物者走进商店的时候，有大量的机会影响他们的实际购物行为。 一旦移动支付成为某种智能手机体验的一部分，而后者又能从本质上把购物体验上升到一个新的水平，它将成为一个非常巨大的市场。我都迫不及待了。 本文作者塞利克•罗丁是Shopick公司的共同创始人兼ＣＥＯ，Shopkick公司主要关注如何通过智能手机将实体零售与互动世界联系起来。这家公司创立于２００９年，投资人包括凯鹏华盈（ＫＰＣＢ）的iFund基金、里德•霍夫曼与格雷洛克（LinkedIn的创始人、Facebook和社交游戏公司Zynga的投资人、雷格洛克公司的合伙人）、天使投资人罗恩•康维以及花旗成长基金（Citi Growth Ventures）。之前塞利克•罗丁作为入驻企业家在凯鹏华盈公司待了一年的时间，研究下一代跨平台移动和在线创业理念。（财富中文网） 译者：朴成奎 |
And there lies the solution for mobile payments. Mobile payments will actually be great as part of an overhaul to the overall shopping experience in the physical world (or of course for m-commerce at home on the couch). Alone, mobile payment won't take off with shoppers in a big way, but only as part of something that lifts up the shopping experience radically and fundamentally,then it will be awesome. Maybe most importantly, this is how we'll clear the chicken/egg phenomenon needed to get retailers to commit to a new wallet. Why? Very simple – it is something useful and valuable for shoppers, not because it's a cool new payment technology… which, sorry Valley, is not what most shoppers care about. Retailers will be excited to get onboard with a "mobile wallet" that enhances the store experience and drive more sales, or in their language "incrementality." Consumers will love the store more and come more often. And once they are at the store, they will buy. Online, only about one-half to three-percent of website visits turn into sales (even Amazon and eBay, heroes in the space, never top 10%). At physical stores, people don't often visit just because, they visit to shop: in-store visits convert to sales 20-95% of the time. By industry, that breaks down to 20% in fashion, 50% in electronics and 95% in groceries. Offline shopping is 12 times larger than online shopping today – $3 trillion in the U.S., to be exact – and the conversion rates are exponentially higher. Online shopping, in contrast, will account for only $370 billion in the U.S four years from now – and Forrester projects it will make up only 10% of all shopping by 2017. When shopping becomes more fun and personal, shoppers will not only buy, they will buymore. Test yourself the next time you walk-in to a store: upon entry check your list or ask yourself exactly what you'll buy and then, when you walk out, look into your basket. Chances are, half of what you bought wasn't on your initial list -- impulse buys already make up 50% in a typical basket which proves there is ample opportunity to influence purchases while shoppers are in-store. Mobile payments will be a very large market – once it is part of a smartphone experience that lifts the shopping experience to a fundamentally new level. I can't wait. Cyriac Roeding is the Co-Founder and CEO of shopkick Inc., focused on bridging the physical retail and the interactive worlds through smartphones. Shopkick was founded in 2009, and is backed by Kleiner Perkins Caufield & Byers (KPCB)'s iFund and Reid Hoffman/Greylock (Founder of LinkedIn, investor in Facebook and Zynga, and partner at Greylock), Ron Conway and Citi Growth Ventures. Previously, Roeding spent a year at Kleiner Perkins Caufield & Byers as an Entrepreneur-in-Residence to identify next-generation cross-platform mobile and online venture concepts. |
