亞馬遜賣衣服有新招！新衣服試穿一週再付錢
“Integrated Retail” appears to be the new mantra for e-commerce companies, as the offline and online channels are being merged to offer a better customer experience. Amazon appears to be working in a similar direction, and after acquiring Whole Foods to expand in the grocery segment, the company introduced a new perk for its Prime members called Prime Wardrobe, with a goal to expand in the fashion retail segment. This feature allows Amazon’s Prime members to order clothes to try, and buy if they like them. The company is offering free shipping both ways and a seven day trial period at no additional subscription cost. This appears to be an attempt of the e-commerce giant to solve the complexities of buying clothes online, as many customers prefer to try them on before making a decision.
隨著線下、線上渠道合併為客戶提供了更好的體驗，“整合式零售”似乎成為電商公司的新準則。亞馬遜好像就在朝著相似的方向努力，在收購了美國有機超市（Whole Foods），拓展了其食品雜貨業務之後，該公司為其黃金會員（Prime member）提供了一項被稱為“黃金會員衣櫥”（Prime Wardrobe）的新特權，目的在於拓展其時裝零售業務。該特權使亞馬遜的黃金會員可以訂購衣服進行試穿，喜歡的話就可以買下來。該公司提供了免費的雙向配送服務以及七天的試用期，而且不需要繳納額外的會員費。這一舉措似乎是該電商巨頭為解決線上服裝銷售的錯綜複雜而進行的一種嘗試，因為許多客戶在做決定之前更願意試穿一下。
Amazon is the largest seller of clothes online in the U.S. and is likely to achieve a market share of nearly 20% in the U.S. apparel market by 2020. With the introduction of Prime Wardrobe, the company can accelerate this growth and capture a larger market share. Further this can also lure more customers to buy clothes conveniently online instead of trying them out in crowded changing rooms.
亞馬遜是美國最大的線上服裝銷售商，而且到2020年該公司很有可能會佔據美國服裝市場近20%的份額。隨著“黃金會員衣櫥”的推出，該公司可能會加速增長，獲得更大的市場份額，而且還可以吸引更多的顧客通過線上方便地購買衣服，而不用在擁擠的試衣間中試穿。
Another benefit of the introduction of the Prime Wardrobe is for Amazon to increase its loyal base of Prime members. Prime members are key sales drivers for Amazon, and by offering them interesting perks the company is able to retain and grow its large member base. As customers get hooked to the Amazon ecosystem and use its platform for all their digital needs, these initiatives work as catalysts for its entire business. Prime members are likely to drive revenues for all its retail products, and Prime Wardrobe provides another reason for them to stay on the Amazon platform.
亞馬遜推出“黃金會員衣櫥”的另一個優勢就是可以提升其黃金會員的忠誠度。黃金會員是亞馬遜銷售額的主要驅動力，通過為他們提供有趣的特權，該公司可以保留並擴大其顧客群體。隨著顧客被亞馬遜的生態系統所吸引，通過亞馬遜的平臺來滿足其所有的數字化需求，這些倡議會成為亞馬遜拓展整體業務的催化劑。黃金會員很有可能會推動其所有零售產品的收益增長，而“黃金會員衣櫥”又為他們提供了一個留在亞馬遜平臺上的理由。
