Izimpawu ezidijithali zivame ukuvama kakhulu ezitolo ezisukela ngosayizi ukusuka endaweni eyodwa komama nezitolo ze-pop kuye kumaketanga amakhulu.Kodwa-ke, abasebenzisi abaningi abangahle baveze ukungabaza kokuthi bangazithethelela kanjani izindleko zangaphambili zezimpawu zedijithali.Bangayikala kanjani i-ROI ngesibonisi?
Ukulinganisa i-ROI ekuthengisweni
Kunezindlela ezimbalwa zokukala ukubuyiselwa ekutshalweni-zimali kokuboniswa uma unezinjongo ezichazwe kahle ezifana nokukhulisa ukuthengisa noma ukuthuthukisa ukuhlengwa kwekhuphoni.Uma usunazo lezi zinhloso endaweni, ungahlela yonke imikhankaso ezungezile ngezimpawu zakho zedijithali.
“Inhloso eyinhloko kungase kube ukukhulisa ukuthengiswa kukonke, noma ukuthengiswa komkhiqizo othile (njengento enemali eningi noma uhlu lwempahla oludinga ukuhanjiswa).Enye indlela yokulinganisa imbuyiselo ekutshalweni kwezimali kungaba ukusebenzisa okuqukethwe kwemidiya ecebile isikhathi esichaziwe nokulinganisa ukuthengisa ngaleso sikhathi esithile.I-Sales ROI nayo ingakalwa ngokuhlengwa kwekhuphoni, ”kusho uMike Tippets, i-VP, ukumaketha kwebhizinisi, u-Hughes, engxoxweni.
Kwezinye izinkampani, izisetshenziswa zendabuko ezifana namaflaya zingase zingasebenzi ngendlela ezazisebenza ngayo, ngakho izimpawu zedijithali zingasiza ekukhuliseni ukuqwashisa kwamakhasimende jikelele ngemikhiqizo, izipesheli, amakhuphoni, izinhlelo zokwethembeka nolunye ulwazi.
I-Food Lion, uchungechunge lwegrosa esebenza ezifundazweni ezingu-10 eMid-Atlantic naseNingizimu-mpumalanga ye-US, ithole ukuthi ibhanoyi layo lamasonto onke lalingasebenzi kahle ngenxa yokuthi akuwona wonke umuntu oyiphathayo, ngakho yaqala ukusebenzisa izimpawu zedijithali, umthengi USihlalo we-Hispanic Latino BRG at Food Lion, uthe engxoxweni.
“Sikhiphe izixazululo zezimpawu zedijithali cishe ngamaphesenti angama-75 ezitolo zethu ezweni lonke, ikakhulukazi eminyangweni yethu ye-deli/bakery.Izimpawu zikhuthaza imikhiqizo ethile (okuhlanganisa izinto eziphushwayo nezinto ezinambitheka ngezikhathi ezithile zonyaka), izinto ezinenani elikhethekile, indlela yokuthola izaphulelo ngohlelo lwethu lokwethembeka nokunye,” kusho uRodriguez.“Selokhu sethula izimpawu zedijithali, sibone ukwanda okunamadijithi amabili ekuthengisweni esikubheka kakhulu ekusungulweni kwezimpawu.”
Ukulinganisa i-ROI ekuhlanganyeleni
Kuningi ku-ROI kunokwenyuka kokuthengisa.Isibonelo, kuye ngezinjongo zakho, ungase ufune ukuthi izimpawu zakho zedijithali zisize ukukhulisa ukuqwashisa ngomkhiqizo noma ukukhishwa kwekhuphoni noma ukusebenzelana kwenkundla yezokuxhumana noma enye into ngokuphelele.
“Kune-ROI eyengeziwe okufanele ibonwe ngale kokuthengisa.Isibonelo, abathengisi bangase basebenzise izimpawu zedijithali ukushayela ukwamukelwa kohlelo lokusebenza lokwethembeka noma ukukala intshisekelo yamakhasimende emikhiqizweni noma amaphromoshini ngokusebenzisa amakhodi e-QR,” kusho u-Tippets.
Kunezindlela eziningi zokulinganisa ukubandakanya konke ngezimpawu zedijithali.Enye indlela elula ukubuza amakhasimende ngakho ocwaningweni lokwaneliseka kwamakhasimende futhi unake ukuthi amakhasimende akhuluma ngokuqukethwe kwezimpawu zedijithali ezinkundleni zokuxhumana.
U-Rodriguez uthe “impendulo yamakhasimende kuzimpawu zedijithali ibe yinhle kakhulu, nokwaneliseka okukhulayo kwamakhasimende kubonakala ocwaningweni lwethu lwamakhasimende.Abathengi bahlale bebeka imibono eyakhayo ezinkundleni zokuxhumana, nakubantu esisebenzisana nabo mayelana nezimpawu, ngakho siyazi ukuthi bayakuqaphela.”
Abathengisi bangasebenzisa nobuchwepheshe obuthuthuke kakhulu ukukala ukusebenzelana kwekhasimende nezimpawu zedijithali.Isibonelo, inkampani ingahlanganisa ubuchwepheshe bokubona ubuso ukuze ithwebule izibalo zabantu noma ukuma kwekhasimende lapho lisondela kusibonisi.Bangaphinda basebenzise amabhakhoni e-inthanethi yezinto ukuze bahlaziye izindlela zamakhasimende kuso sonke isitolo futhi babone ukuthi babheka isikhathi eside kangakanani esibonisini.
U-Tippets uthe lolu lwazi lunikeza, "idatha ebalulekile mayelana nenani labantu bamakhasimende, amaphethini wethrafikhi, isikhathi sokuhlala, kanye nezikhathi zokunaka.Leyo datha ingase futhi imbozwe nezici ezifana nesikhathi sosuku noma isimo sezulu.Ubuhlakani bebhizinisi obutholwe kuzimpawu zedijithali bungazisa izinqumo zokusebenza nezokuthengisa ukuze kwandiswe i-ROI endaweni eyodwa noma kumasayithi amaningi. "
Yiqiniso, kungase kube lula ukukhungatheka ngayo yonke le datha, yingakho abathengisi kudingeka bahlale bekhumbula izinhloso zabo lapho besebenzisa izimpawu zedijithali, ukuze bazi kahle ukuthi yini okufanele bayibheke.
Isikhathi sokuthumela: Aug-10-2021