{"id":3838,"date":"2021-10-26T15:15:56","date_gmt":"2021-10-26T20:15:56","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=3838"},"modified":"2024-09-12T08:18:03","modified_gmt":"2024-09-12T12:18:03","slug":"4-satt-smb-konkurrerar-med-stora-aterforsaljare-som-oppnar-mindre-butiker","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/sv\/4-ways-smbs-compete-with-big-retailers-opening-smaller-stores\/","title":{"rendered":"4 s\u00e4tt SMB-f\u00f6retag konkurrerar med stora \u00e5terf\u00f6rs\u00e4ljare som \u00f6ppnar mindre butiker"},"content":{"rendered":"

\u00c4r sm\u00e5 butiker n\u00e4sta stora grej inom detaljhandeln? <\/span>Det skulle verka s\u00e5. <\/span><\/p>\n\n\n\n

Under de senaste \u00e5ren har stora \u00e5terf\u00f6rs\u00e4ljare g\u00e5tt \u00f6ver till mindre formatbutiker. M\u00e5l<\/a>, till exempel, har redan m\u00e5nga sm\u00e5 butiker i olika t\u00e4torter. De forts\u00e4tter att v\u00e4xa sina sm\u00e5formatsbutiker<\/a> \u00e5r f\u00f6r \u00e5r f\u00f6r att ge kunderna mer bekv\u00e4ma platser.<\/span><\/p>\n\n\n\n

Det finns ocks\u00e5 IKEA, som nu har 44 sm\u00e5formatsbutiker i Storbritannien, Kanada, Norge, Italien, Japan och Kina. Och l\u00e5t oss inte gl\u00f6mma Nordstrom, som \u00f6ppnade en 3 000 kvm stor butik som heter "Nordstrom Local" i West Hollywood i slutet av f\u00f6rra \u00e5ret.<\/span><\/p>\n\n\n

\n
\"\"
Bildkredit: Shutterstock<\/figcaption><\/figure>\n<\/div>\n\n\n

Det finns ett antal orsaker bakom denna trend. <\/span><\/p>\n\n\n\n

Det finns det faktum att detaljhandeln idag har blivit mycket bekv\u00e4mare och mer tillg\u00e4nglig. Tack vare e-handel, fri frakt och snabb leverans beh\u00f6ver konsumenterna inte l\u00e4ngre k\u00f6ra till en stor l\u00e5dbutik och slingra sig i g\u00e5ngarna f\u00f6r att hitta det de beh\u00f6ver.<\/span><\/p>\n\n\n\n

Som ett resultat av detta etablerar stora \u00e5terf\u00f6rs\u00e4ljare som vill h\u00e4nga med butiker n\u00e4rmare d\u00e4r deras kunder finns. <\/span><\/p>\n\n\n\n

Det \u00e4r ocks\u00e5 viktigt att notera att p\u00e5 vissa platser (t.ex. t\u00e4ta, urbana marknader) \u00e4r det mer meningsfullt att ha sm\u00e5 butiker som lagerf\u00f6r m\u00e4nniskors omedelbara behov j\u00e4mf\u00f6rt med att ha en 100 000 kvadratmeter stor storbutik som shoppare m\u00e5ste resa till.<\/span><\/p>\n\n\n\n

Ja, stora \u00e5terf\u00f6rs\u00e4ljare "som blir sm\u00e5" \u00e4r en trend som tydligt h\u00e5ller p\u00e5 att ta fart. Fr\u00e5gan \u00e4r om sm\u00e5 och medelstora f\u00f6retag ska vara oroliga? <\/span><\/p>\n\n\n\n

\n

H\u00e4r \u00e4r svaret: <\/span>\u00c5terf\u00f6rs\u00e4ljare som erbjuder fantastiska produkter, o\u00f6vertr\u00e4ffad kundservice och intressanta upplevelser kommer fortfarande att kunna konkurrera med stora \u00e5terf\u00f6rs\u00e4ljare som etablerar sig i deras grannskap.<\/span><\/p>\n<\/blockquote>\n\n\n\n

H\u00e4r \u00e4r n\u00e5gra id\u00e9er om hur man g\u00f6r just det.<\/span><\/p>\n\n\n\n

1. Lokalisera ditt sortiment<\/b><\/h2>\n\n\n\n

Att vara konkurrenskraftig inom detaljhandeln idag handlar inte om att ha fler produkter. Ist\u00e4llet handlar det om att ha <\/span>h\u00f6ger<\/span><\/i> ettor. Ditt sortiment kommer att vara en viktig drivkraft f\u00f6r trafik och f\u00f6rs\u00e4ljning. S\u00e5 investera tid och resurser f\u00f6r att f\u00e5 det r\u00e4tt.<\/span><\/p>\n\n\n\n

\n

Se till att ditt lager p\u00e5 ett adekvat s\u00e4tt \u00e5terspeglar behoven hos de samh\u00e4llen du betj\u00e4nar. Var uppm\u00e4rksam p\u00e5 kundernas demografi, lokala trender, lagerr\u00f6relser, till och med v\u00e4derm\u00f6nster i varje omr\u00e5de, och samarbeta sedan med dina leverant\u00f6rer f\u00f6r att fylla p\u00e5 d\u00e4refter.<\/p>\n<\/blockquote>\n\n\n\n

\u00c5terf\u00f6rs\u00e4ljare som investerat i lokalisering ser resultat. Ta Zumiez, till exempel. Enligt <\/span>Informationssystem f\u00f6r detaljhandeln<\/a>2017, "v\u00e4xte \u00e5terf\u00f6rs\u00e4ljaren sin j\u00e4mf\u00f6rbara f\u00f6rs\u00e4ljning med 7,9%, n\u00e4stan en f\u00f6rdubbling av den l\u00e5ga delen av sin v\u00e4gledningsprognos p\u00e5 4% till 6% \u00e5r-till-\u00e5r-tillv\u00e4xt."<\/span><\/p>\n\n\n\n

Den framg\u00e5ngen kan delvis tillskrivas dess lokala sortiment. Som RIS uttrycker det, "En nyckelhyresg\u00e4st av Zumiez integrerade modell ger sin kundbas ett unikt, trendigt, lokaliserat sortiment, med fokus p\u00e5 framv\u00e4xande varum\u00e4rken.<\/span><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Kohl's \u00e4r en annan \u00e5terf\u00f6rs\u00e4ljare som anv\u00e4nder lokalisering f\u00f6r att p\u00e5verka sitt lager. <\/span>Enligt \u00e5terf\u00f6rs\u00e4ljaren<\/a>: <\/span><\/p>\n\n\n\n

\n

\u201dDagarna \u00e4r f\u00f6rbi n\u00e4r st\u00e4ll lagerf\u00f6rdes baserat p\u00e5 breda marknadskluster som till stor del var baserade p\u00e5 klimatet i regionen. Ist\u00e4llet anv\u00e4nder Kohl's analyser f\u00f6r att studera kundbeteende i enskilda butiker f\u00f6r att redigera och skr\u00e4ddarsy v\u00e5rt sortiment till de varum\u00e4rken och kategorier de vill se och k\u00f6pa. Kohl's s\u00e4tter kunderna f\u00f6rst genom att g\u00f6ra v\u00e5r butik mer relevant f\u00f6r dem.\u201d<\/span><\/p>\n<\/blockquote>\n\n\n\n

Och det ser ut som att praktiken l\u00f6nar sig. RIS rapporterar att under 2016 upplevde Kohls platser med lokaliserade sortiment "omkring 70 r\u00e4ntepunkters \u00f6kning i j\u00e4mf\u00f6relse, med en minskning av lagret med 40 r\u00e4ntepunkter." <\/span><\/p>\n\n\n\n

2. Str\u00e4va efter bekv\u00e4mlighet<\/b><\/h2>\n\n\n\n

N\u00e4r det kommer till modern detaljhandel \u00e4r bekv\u00e4mlighet namnet p\u00e5 spelet. Du b\u00f6r se till att dina kunder kan f\u00e5 tag p\u00e5 de varor de beh\u00f6ver p\u00e5 det snabbaste och mest effektiva s\u00e4ttet som m\u00f6jligt.<\/span><\/p>\n\n\n\n

Att g\u00f6ra det kan betyda:<\/span><\/p>\n\n\n\n

Till\u00e5t kunder att k\u00f6pa online, h\u00e4mta i butik (BOPIS)<\/b> <\/span><\/h3>\n\n\n\n
\"\"
Bildkredit: Shutterstock<\/figcaption><\/figure>\n\n\n\n

BOPIS har blivit bordsinsatser i detaljhandelsv\u00e4rlden, s\u00e5 om din butik inte erbjuder h\u00e4mtning i butik \u00e4r det h\u00f6g tid att du tittar p\u00e5 tj\u00e4nsten. <\/span><\/p>\n\n\n\n

\n

Fr\u00e5n och med 2017, <\/span>mer \u00e4n h\u00e4lften av k\u00f6parna har anv\u00e4nt BOPIS<\/a> vid n\u00e5got tillf\u00e4lle, och du kan f\u00f6rv\u00e4nta dig att siffran kommer att \u00f6ka n\u00e4r e-handelsantagandet forts\u00e4tter att v\u00e4xa. <\/span><\/p>\n<\/blockquote>\n\n\n\n

Nyckeln till att f\u00e5 BOPIS att fungera \u00e4r att s\u00f6ml\u00f6st koppla ihop dina butiks- och e-handelskataloger. Helst b\u00f6r ditt detaljhandelshanteringssystem till\u00e5ta dig att hantera dina produkter och kunder med en enda plattform, men om s\u00e5 inte \u00e4r fallet m\u00e5ste du hitta ett s\u00e4tt att integrera din POS<\/a> med din kundvagn online.<\/span><\/p>\n\n\n\n

Du m\u00e5ste ocks\u00e5 t\u00e4nka p\u00e5 logistik. Hur s\u00e4kerst\u00e4ller du att f\u00f6rem\u00e5len \u00e4r redo f\u00f6r h\u00e4mtning i tid? Har du resurserna (dvs. utrymme och personal) f\u00f6r att bearbeta upph\u00e4mtningar online p\u00e5 plats? I s\u00e5 fall bra. Men om detta inte \u00e4r m\u00f6jligt p\u00e5 din plats kan du v\u00e4lja att samarbeta med tredje part f\u00f6r att hj\u00e4lpa dig att implementera BOPIS. <\/span><\/p>\n\n\n\n

Det finns till exempel <\/span>Apex Anywhere<\/a>, en leverant\u00f6r av automatiserade, sj\u00e4lvbetj\u00e4ningssk\u00e5p f\u00f6r klicka-och-h\u00e4mta best\u00e4llningar. Det finns ocks\u00e5 <\/span>Pingvin pick-up<\/a>, som erbjuder en gratis h\u00e4mtningsplats f\u00f6r konsumenter.<\/span><\/p>\n\n\n\n

Utforska dina BOPIS-alternativ f\u00f6r att se vad som fungerar b\u00e4st f\u00f6r ditt f\u00f6retag och dina kunder.<\/span><\/p>\n\n\n\n

F\u00f6rb\u00e4ttra din butiks layout och design<\/b> <\/span><\/h3>\n\n\n\n

Du har jobbat h\u00e5rt f\u00f6r att f\u00e5 in folk i din butik. Det sista du vill \u00e4r att de ska g\u00e5 ut eftersom de inte kan hitta det de beh\u00f6ver. <\/span><\/p>\n\n\n\n

\n

Ta en ordentlig titt p\u00e5 din butiks layout och design och fr\u00e5ga dig sj\u00e4lv: g\u00f6r du det enkelt f\u00f6r shoppare att navigera i din butik? Kan de hitta det de beh\u00f6ver snabbt och enkelt? <\/span><\/p>\n<\/blockquote>\n\n\n\n

\"Sluta<\/a><\/figure>\n\n\n\n

Om inte, g\u00f6r d\u00e5 n\u00e5gra justeringar<\/a>. Du kanske beh\u00f6ver g\u00f6ra om dina hyllor och inventarier. Eller s\u00e5 kanske det handlar om att inf\u00f6ra tydlig skyltning. Hur som helst, se till att utseendet och k\u00e4nslan i dina butiker \u00e4r optimerade f\u00f6r enkel surfning och k\u00f6pupplevelser. <\/span><\/p>\n\n\n\n

N\u00e4r du har dina varor och inventarier ig\u00e5ng, <\/span>genomf\u00f6ra kontroller och revisioner<\/a> till kontrollera<\/a> att de utf\u00f6rs korrekt.<\/span><\/p>\n\n\n\n

Erbjuder lokal leveransservice<\/b>s <\/span><\/h3>\n\n\n\n

Leverans samma dag \u00e4r en annan tj\u00e4nst som vinner dragkraft bland moderna konsumenter. M\u00e4nniskors behov av omedelbar tillfredsst\u00e4llelse \u00e4r starkare \u00e4n n\u00e5gonsin, s\u00e5 om din butik kan m\u00f6ta det behovet kommer du att ha en utm\u00e4rkt position att konkurrera. <\/span><\/p>\n\n\n\n

Se om leverans samma dag \u00e4r vettigt f\u00f6r ditt f\u00f6retag. Titta p\u00e5 l\u00f6sningar som t.ex <\/span>Postkamrater<\/a> eller <\/span>Deliv<\/a> och \u00f6verv\u00e4g att anv\u00e4nda dem f\u00f6r att uppfylla dina kunders omedelbara leveransbehov. <\/span><\/p>\n\n\n\n

3. Ge den b\u00e4sta kundservicen<\/b><\/h2>\n\n\n\n

Att g\u00f6ra det m\u00f6jligt f\u00f6r kunder att handla snabbt och komma "in och ut" ur butiken \u00e4r bra, men l\u00e5t oss inte gl\u00f6mma att f\u00f6r vissa konsumenter betyder "bekv\u00e4mlighet" att ha en hj\u00e4lpsam medarbetare som svarar p\u00e5 deras fr\u00e5gor eller pekar dem i r\u00e4tt riktning.<\/span><\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Bildkredit: Shutterstock<\/p>\n\n\n\n

Tyv\u00e4rr klarar alltf\u00f6r m\u00e5nga \u00e5terf\u00f6rs\u00e4ljare inte denna f\u00f6rv\u00e4ntning. Majoriteten av handlarna (s\u00e4rskilt stora butiker) anst\u00e4ller passionerade medarbetare som inte alltid \u00e4r angel\u00e4gna om att g\u00e5 ut\u00f6ver det f\u00f6r sina kunder.<\/p>\n\n\n\n

\n

Som SMB \u00e4r kundservice ett omr\u00e5de d\u00e4r du verkligen kan briljera. S\u00e4rskilj dig genom att investera i detaljhandelsanst\u00e4llda som inte bara kan dina produkter och bransch, utan som har en naturlig ben\u00e4genhet att hj\u00e4lpa m\u00e4nniskor. L\u00e4r dem att hj\u00e4lpa till och inte bara s\u00e4lja, och l\u00e4r dem att f\u00e5 kontakt med dina lokala kunder och stamg\u00e4ster.<\/p>\n<\/blockquote>\n\n\n\n

Exempel: Jag v\u00e4ljer alltid att k\u00f6pa vin p\u00e5 min lokala spritbutik eftersom den har de b\u00e4sta m\u00e4nniskorna. Butikens anst\u00e4llda vet vem jag \u00e4r, de \u00e4r bekanta med mina preferenser och de \u00e4r experter p\u00e5 sina produkter s\u00e5 deras rekommendationer \u00e4r alltid punktliga.<\/span><\/p>\n\n\n\n

Av dessa sk\u00e4l v\u00e4ljer jag att k\u00f6pa fr\u00e5n dem ist\u00e4llet f\u00f6r de dussintals andra st\u00e4llen i mitt grannskap som s\u00e4ljer vin. <\/span><\/p>\n\n\n\n

Str\u00e4va efter att uppn\u00e5 samma niv\u00e5 av kundservice i din butik. Investera i dina anst\u00e4llda och g\u00f6r dem till en nyckelfaktor f\u00f6r att hj\u00e4lpa dig konkurrera med liknande butiker i ditt omr\u00e5de. <\/span><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

4. \u00d6ka din fottrafik anstr\u00e4ngningar<\/b><\/h2>\n\n\n\n

Att driva fottrafik \u00e4r alltid viktigt, men det blir en \u00e4nnu st\u00f6rre prioritet om du har att g\u00f6ra med konkurrens fr\u00e5n stora l\u00e5d\u00e5terf\u00f6rs\u00e4ljare som etablerar butik i ditt grannskap. Ta f\u00f6ljande steg f\u00f6r att s\u00e4kerst\u00e4lla att du alltid har en j\u00e4mn str\u00f6m av kunder som g\u00e5r genom dina d\u00f6rrar:<\/span><\/p>\n\n\n

\n
\"giphy\"
Bildkredit: Francesca Nicasio<\/figcaption><\/figure>\n<\/div>\n\n\n

Skapa anm\u00e4rkningsv\u00e4rda f\u00f6nster<\/b> <\/h3>\n\n\n\n

H\u00e5ll dina utst\u00e4llningar fr\u00e4scha och uppdaterade genom att piffa upp dina produkter och inventarier varannan vecka. F\u00f6r b\u00e4sta resultat, ber\u00e4tta en historia med dina f\u00f6nster eller g\u00e5 bortom klich\u00e9bilder och g\u00f6r n\u00e5got som shoppare inte hittar n\u00e5gon annanstans.<\/p>\n\n\n\n

H\u00e4r \u00e4r ett bra exempel fr\u00e5n Kate Spade, som skapade en unik (och r\u00f6rlig) grej f\u00f6r att visa hur kunder kan anpassa sina pl\u00e5nb\u00f6cker.<\/span><\/p>\n\n\n\n

Gl\u00f6m inte trottoarkanten<\/b> <\/span><\/h3>\n\n\n\n

Anv\u00e4nd din butiks trottoarkant och se om det finns n\u00e5got du kan g\u00f6ra f\u00f6r att stoppa folk i deras sp\u00e5r. M\u00e5nga \u00e5terf\u00f6rs\u00e4ljare anv\u00e4nder tavlor eller skyltar utanf\u00f6r sina butiker f\u00f6r att ber\u00e4tta f\u00f6r fotg\u00e4ngare om eventuella specialerbjudanden i butik. <\/span><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

H\u00e5ll kontakten med dina kunder <\/b><\/h3>\n\n\n\n

Samlar du in kundkontaktuppgifter som deras e-postadress eller telefonnummer? Anv\u00e4nd den informationen till god anv\u00e4ndning genom att regelbundet kommunicera med dem. Om du g\u00f6r det h\u00e5ller du dig p\u00e5 deras radar och hj\u00e4lper till att leda trafik till din plats. <\/span><\/p>\n\n\n\n

\u00d6ka din synlighet online<\/b> \u2013 Internet \u00e4r en enorm drivkraft f\u00f6r fottrafik, s\u00e5 f\u00f6rsumma inte dina digitala marknadsf\u00f6ringsinsatser. H\u00e5ll dina Google- och Yelp-listor uppdaterade och investera i SEO f\u00f6r att s\u00e4kerst\u00e4lla att ditt f\u00f6retag dyker upp i s\u00f6kresultaten.  <\/span><\/p>\n\n\n\n

Din tur\u2026<\/b><\/h2>\n\n\n\n

Vad tycker du om att stora \u00e5terf\u00f6rs\u00e4ljare \u00f6ppnar sm\u00e5 butiker? L\u00e5t oss veta i kommentarerna.<\/span><\/p>\n\n\n\n

Om f\u00f6rfattaren:<\/p>\n\n\n

\n
\"francesanicasio\"<\/figure>\n<\/div>\n\n\n
<\/i>Francesca Nicasio<\/a> \u00e4r en frilansskribent och inneh\u00e5llsstrateg som \u00e4r dedikerad till att skriva om detaljhandelstrender och tips som hj\u00e4lper handlare att \u00f6ka f\u00f6rs\u00e4ljningen, f\u00f6rb\u00e4ttra kundservicen och bli b\u00e4ttre \u00e5terf\u00f6rs\u00e4ljare \u00f6verlag. <\/em><\/div>","protected":false},"excerpt":{"rendered":"

\u00c4r sm\u00e5 butiker n\u00e4sta stora grej inom detaljhandeln? Det skulle verka s\u00e5. Under de senaste \u00e5ren har stora \u00e5terf\u00f6rs\u00e4ljare g\u00e5tt \u00f6ver till mindre formatbutiker. Target till exempel har redan m\u00e5nga sm\u00e5 butiker i olika t\u00e4torter. De forts\u00e4tter att v\u00e4xa sina sm\u00e5formatsbutiker \u00e5r f\u00f6r \u00e5r f\u00f6r att ta med mer ... Forts\u00e4tt l\u00e4sa 4 s\u00e4tt SMB-f\u00f6retag konkurrerar med stora \u00e5terf\u00f6rs\u00e4ljare som \u00f6ppnar mindre butiker<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10436,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[431564],"tags":[677173891,1536317,677173890],"class_list":["post-3838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-sales","tag-retail-trends","tag-smallbiz","tag-smbs"],"yoast_head":"\n4 Ways SMBs Compete with Big Retailers Opening Smaller Stores<\/title>\n<meta name=\"description\" content=\"Big retailers are setting up smaller stores, how can small and mid-sized businesses compete? SMBs must offer great products and services.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bindy.com\/sv\/4-satt-smb-konkurrerar-med-stora-aterforsaljare-som-oppnar-mindre-butiker\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Ways SMBs Compete with Big Retailers Opening Smaller Stores\" \/>\n<meta property=\"og:description\" content=\"Big retailers are setting up smaller stores, how can small and mid-sized businesses compete? 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