{"id":3811,"date":"2026-04-17T12:21:21","date_gmt":"2026-04-17T15:21:21","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/?p=3811"},"modified":"2026-10-19T12:06:58","modified_gmt":"2026-10-19T15:06:58","slug":"omnichannel-retail-2026-zh","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/zh\/2026\/04\/17\/omnichannel-retail-2026-zh\/","title":{"rendered":"\u5b9e\u4f53\u96f6\u552e\u4e2d\u7684\u5168\u6e20\u9053\uff1a2026 \u5e74\u6700\u4f73\u5b9e\u8df5"},"content":{"rendered":"<p>\u5168\u6e20\u9053\u96f6\u552e\u65e9\u5df2\u4e0d\u518d\u662f\u4e00\u79cd\u8d8b\u52bf\u2014\u2014\u5b83\u5df2\u6210\u4e3a\u652f\u6491\u589e\u957f\u7684\u6218\u7565\u57fa\u7840\u8bbe\u65bd\u3002\u5982\u4eca\uff0c\u6d88\u8d39\u8005\u5728\u6570\u5b57\u6e20\u9053\u4e0e\u5b9e\u4f53\u6e20\u9053\u4e4b\u95f4\u81ea\u7136\u5207\u6362\uff0c\u4ed6\u4eec\u7684\u671f\u5f85\u4e5f\u5df2\u4ece\u201c\u4fbf\u6377\u201d\u8f6c\u5411\u201c\u8fde\u8d2f\u201d\u3002<\/p>\n<p>\u5168\u6e20\u9053\u6d88\u8d39\u8005\u65c5\u7a0b\u5982\u4eca\u53d8\u5f97\u6d41\u52a8\u3001\u6df7\u5408\u4e14\u9ad8\u5ea6\u4f9d\u8d56\u573a\u666f\u3002\u8fd9\u4e00\u8f6c\u53d8\u8981\u6c42\u54c1\u724c\u91cd\u65b0\u601d\u8003\u5982\u4f55\u5728\u5404\u4e2a\u89e6\u70b9\u4e0a\u8bbe\u8ba1\u4f53\u9a8c\u3002\u56e0\u6b64\uff0c\u5b9e\u4f53\u95e8\u5e97\u4e0d\u518d\u53ea\u662f\u4ea4\u6613\u573a\u6240\u2014\u2014\u5b83\u4eec\u5df2\u6f14\u53d8\u4e3a\u5efa\u7acb\u5173\u7cfb\u3001\u6fc0\u53d1\u63a2\u7d22\u3001\u521b\u9020\u54c1\u724c\u4ef7\u503c\u7684\u7a7a\u95f4\u3002<\/p>\n<p>\u5728\u5168\u6e20\u9053\u96f6\u552e\u4e2d\uff0c\u7ebf\u4e0a\u4e0e\u7ebf\u4e0b\u6e20\u9053\u7684\u878d\u5408\u6b63\u5728\u91cd\u65b0\u5b9a\u4e49\u5546\u4e1a\u7a7a\u95f4\u7684\u89d2\u8272\uff0c\u4f7f\u5176\u6210\u4e3a\u96c6\u4f53\u9a8c\u3001\u7269\u6d41\u4e0e\u5a92\u4f53\u4e8e\u4e00\u4f53\u7684\u67a2\u7ebd\u3002\u8fd9\u4e00\u6f14\u53d8\u4e0d\u4ec5\u4ec5\u662f\u6280\u672f\u5c42\u9762\u7684\u53d8\u9769\uff0c\u66f4\u4f53\u73b0\u4e86\u54c1\u724c\u5728\u6240\u6709\u4e92\u52a8\u4e2d\u63d0\u4f9b\u4e00\u81f4\u3001\u4e92\u8054\u4f53\u9a8c\u7684\u80fd\u529b\u3002<\/p>\n<p>\u5982\u4eca\uff0c<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3835\">\u5168\u6e20\u9053\u96f6\u552e\u4f53\u9a8c<\/a>\u5df2\u4e0d\u518d\u88ab\u89c6\u4e3a\u7ade\u4e89\u4f18\u52bf\u2014\u2014\u800c\u662f\u57fa\u672c\u8981\u6c42\u3002\u4f9d\u8d56\u5272\u88c2\u7cfb\u7edf\u8fd0\u8425\u7684\u54c1\u724c\uff0c\u8d8a\u6765\u8d8a\u96be\u4ee5\u6ee1\u8db3\u8ffd\u6c42\u4fbf\u6377\u3001\u4e2a\u6027\u5316\u4e0e\u901f\u5ea6\u7684\u6d88\u8d39\u8005\u9700\u6c42\u3002<\/p>\n<h2>2026 \u5e74\uff0c\u5168\u6e20\u9053\u96f6\u552e\u5728\u5b9e\u8df5\u4e2d\u610f\u5473\u7740\u4ec0\u4e48<\/h2>\n<p>\u968f\u7740\u5e02\u573a\u6570\u5b57\u5316\u6210\u719f\u5ea6\u4e0d\u65ad\u63d0\u5347\uff0c\u5168\u6e20\u9053\u96f6\u552e\u5df2\u4ece\u4e00\u9879\u6218\u7565\u613f\u666f\u6f14\u53d8\u4e3a\u8fd0\u8425\u521a\u9700\u3002<\/p>\n<p>\u5230 2026 \u5e74\uff0c\u878d\u5408\u4e0d\u518d\u53ea\u662f\u201c\u5728\u591a\u4e2a\u6e20\u9053\u9732\u51fa\u201d\uff0c\u800c\u662f\u8981\u56f4\u7ed5\u6d88\u8d39\u8005\u884c\u4e3a\uff0c\u6253\u9020\u8fde\u7eed\u7684\u3001\u6570\u636e\u9a71\u52a8\u7684\u4f53\u9a8c\u3002<\/p>\n<p>\u8fd9\u4e00\u8f6c\u53d8\u5f15\u51fa\u4e86 Story Listening\uff08\u6545\u4e8b\u503e\u542c\uff09\u7684\u6982\u5ff5\uff0c\u5b83\u662f\u4f20\u7edf\u54c1\u724c\u53d9\u4e8b\uff08Storytelling\uff09\u7684\u8fdb\u5316\u3002\u4f01\u4e1a\u4e0d\u518d\u53ea\u662f\u5355\u5411\u4f20\u64ad\u54c1\u724c\u6545\u4e8b\uff0c\u800c\u662f\u901a\u8fc7\u6570\u636e\u3001\u4e92\u52a8\u548c\u884c\u4e3a\u6a21\u5f0f\u4e3b\u52a8\u503e\u542c\u6d88\u8d39\u8005\u3002<\/p>\n<p>\u7531\u6b64\uff0c\u5168\u6e20\u9053\u65c5\u7a0b\u6210\u4e3a\u4e00\u79cd\u5171\u521b\u7684\u53d9\u4e8b\uff0c\u6bcf\u4e2a\u89e6\u70b9\u90fd\u5728\u4e3a\u4e2a\u6027\u5316\u8d21\u732e\u529b\u91cf\u3002\u8fd9\u79cd\u65b9\u5f0f\u5e2e\u52a9\u54c1\u724c\u5236\u5b9a\u66f4\u7cbe\u51c6\u7684<a href=\"https:\/\/www.terra.com.br\/noticias\/omnichannel-esta-em-estagio-inicial-em-55-das-marcas,7e7417dd8b3801164c0080ccb5fecce1mbn0k2do.html\">\u5168\u6e20\u9053<\/a>\u7b56\u7565\uff0c\u9884\u5224\u9700\u6c42\uff0c\u5e76\u51cf\u5c11\u6574\u4e2a\u65c5\u7a0b\u4e2d\u7684\u6469\u64e6\u3002<\/p>\n<p>\u4e0e\u6b64\u540c\u65f6\uff0c\u4e0e\u6570\u5b57\u6e20\u9053\u6253\u901a\u7684\u5b9e\u4f53\u95e8\u5e97\uff0c\u6210\u4e3a\u80fd\u591f\u5c06\u6d1e\u5bdf\u8f6c\u5316\u4e3a\u53ef\u611f\u77e5\u4f53\u9a8c\u7684\u611f\u5b98\u4e0e\u5173\u7cfb\u7a7a\u95f4\u3002\u5168\u6e20\u9053\u96f6\u552e\u7531\u6b64\u6210\u4e3a\u4e00\u4e2a\u52a8\u6001\u751f\u6001\u7cfb\u7edf\uff0c\u6570\u636e\u4e0e\u4f53\u9a8c\u5728\u5176\u4e2d\u6301\u7eed\u76f8\u4e92\u5f3a\u5316\u3002<\/p>\n<h2>\u5b9e\u4f53\u95e8\u5e97\u7684\u5168\u6e20\u9053\u96f6\u552e\u6700\u4f73\u5b9e\u8df5<\/h2>\n<p>\u8981\u4ece\u6218\u7565\u8d70\u5411\u843d\u5730\uff0c\u5168\u6e20\u9053\u96f6\u552e\u9700\u8981\u4e00\u5957\u6574\u5408\u6280\u672f\u3001\u6d41\u7a0b\u4e0e\u4f53\u9a8c\u7684\u7ed3\u6784\u5316\u67b6\u6784\u3002<\/p>\n<p>\u5728\u6d88\u8d39\u8005\u65c5\u7a0b\u975e\u7ebf\u6027\u3001\u591a\u5143\u6df7\u5408\u7684\u5e02\u573a\u4e2d\uff0c\u54c1\u724c\u5fc5\u987b\u63a8\u884c\u80fd\u591f\u51cf\u5c11\u6469\u64e6\u3001\u786e\u4fdd\u8de8\u6e20\u9053\u8fde\u8d2f\u6027\u7684\u5b9e\u8df5\u3002<\/p>\n<h3>\u4ee5\u7edf\u4e00\u3001\u53ef\u89c6\u5316\u7684\u5e93\u5b58\u4e3a\u57fa\u7840<\/h3>\n<p>\u771f\u6b63\u4e00\u4f53\u5316\u7684\u5168\u6e20\u9053\u96f6\u552e\u7b56\u7565\uff0c\u59cb\u4e8e\u5546\u54c1\u7684\u5168\u9762\u53ef\u89c6\u3002<\/p>\n<p>\u5272\u88c2\u7684\u5e93\u5b58\u7cfb\u7edf\u81f3\u4eca\u4ecd\u662f\u5b9e\u73b0\u65e0\u7f1d\u4f53\u9a8c\u7684\u6700\u5927\u969c\u788d\u4e4b\u4e00\u3002\u8bf8\u5982\u4ee5\u4e0b\u89e3\u51b3\u65b9\u6848\uff1a<\/p>\n<ul>\n<li>\u95e8\u5e97\u53d1\u8d27\uff08Ship-from-store\uff09<\/li>\n<li>\u65e0\u9650\u8d27\u67b6\uff08Endless aisle\uff09<\/li>\n<li>\u667a\u80fd\u7ebf\u4e0a\u4e0b\u5355\u3001\u95e8\u5e97\u81ea\u63d0\uff08Click &amp; collect\uff09<\/li>\n<\/ul>\n<p>\u80fd\u591f\u5c06\u5b9e\u4f53\u95e8\u5e97\u8f6c\u53d8\u4e3a\u5c65\u7ea6\u4e0e\u4fbf\u5229\u67a2\u7ebd\u3002<\/p>\n<p>\u901a\u8fc7\u786e\u4fdd\u5404\u6e20\u9053\u4fe1\u606f\u4e00\u81f4\uff0c\u54c1\u724c\u53ef\u4ee5\u51cf\u5c11\u6469\u64e6\u3001\u63d0\u5347\u8fd0\u8425\u6548\u7387\u2014\u2014\u8fd9\u6b63\u662f\u5168\u6e20\u9053\u6210\u529f\u843d\u5730\u7684\u5173\u952e\u9a71\u52a8\u529b\u3002<\/p>\n<h3>\u6570\u636e\u6574\u5408\u4e0e\u5168\u6e20\u9053 CRM<\/h3>\n<p>\u5168\u6e20\u9053\u96f6\u552e\u7684\u53e6\u4e00\u5927\u5173\u952e\u652f\u67f1\uff0c\u662f\u5efa\u7acb\u7edf\u4e00\u7684\u5ba2\u6237\u89c6\u56fe\u3002<\/p>\n<p>\u96c6\u4e2d\u6574\u5408\u884c\u4e3a\u6570\u636e\u4e0e\u4ea4\u6613\u6570\u636e\uff0c\u80fd\u8ba9\u54c1\u724c\u6253\u9020\u66f4\u5177\u4e2a\u6027\u5316\u3001\u66f4\u8d34\u5408\u573a\u666f\u7684\u4f53\u9a8c\u3002\u5ba2\u6237\u4e92\u52a8\u5386\u53f2\u7531\u6b64\u6210\u4e3a\u6218\u7565\u8d44\u4ea7\uff0c\u5b9e\u65f6\u6307\u5bfc\u8425\u9500\u3001\u9500\u552e\u4e0e\u4e92\u52a8\u51b3\u7b56\u3002<\/p>\n<p>\u5f53\u7ebf\u4e0a\u6570\u636e\u80fd\u6709\u6548\u8f6c\u5316\u4e3a\u5e97\u5185\u4f53\u9a8c\u65f6\uff0c\u54c1\u724c\u5728\u5404\u89e6\u70b9\u4e0a\u7684\u76f8\u5173\u6027\u4e0e\u6548\u7387\u90fd\u5c06\u663e\u8457\u63d0\u5347\u3002<\/p>\n<h3>\u65e0\u7f1d\u7684\u8de8\u6e20\u9053\u4f53\u9a8c<\/h3>\n<p>\u6210\u529f\u7684\u5168\u6e20\u9053\u96f6\u552e\u4f53\u9a8c\uff0c\u53d6\u51b3\u4e8e\u6d88\u9664\u6e20\u9053\u4e4b\u95f4\u7684\u6469\u64e6\u3002<\/p>\n<p>\u8bf8\u5982\u4ee5\u4e0b\u6d41\u7a0b\uff1a<\/p>\n<ul>\n<li>\u9000\u8d27<\/li>\n<li>\u6362\u8d27<\/li>\n<li>\u5ba2\u6237\u670d\u52a1<\/li>\n<li>\u7ed3\u8d26<\/li>\n<\/ul>\n<p>\u90fd\u5fc5\u987b\u5b9e\u73b0\u5168\u9762\u6253\u901a\u3002<\/p>\n<p>\u5f53\u4f53\u9a8c\u4fdd\u6301\u4e00\u81f4\u65f6\uff0c\u6d88\u8d39\u8005\u611f\u77e5\u5230\u7684\u8d39\u529b\u7a0b\u5ea6\u4f1a\u964d\u4f4e\uff0c\u4fe1\u4efb\u611f\u968f\u4e4b\u589e\u5f3a\uff0c\u5ba2\u6237\u5fe0\u8bda\u5ea6\u4e5f\u66f4\u52a0\u7a33\u56fa\u3002<\/p>\n<h3>\u6280\u672f\u65e0\u5f62\uff0c\u4f53\u9a8c\u6709\u611f<\/h3>\n<p>\u96f6\u552e\u6570\u5b57\u5316\u8f6c\u578b\u5e94\u4f18\u5148\u8003\u8651\u5728\u51cf\u5c11\u6469\u64e6\u7684\u540c\u65f6\u63d0\u5347\u6613\u7528\u6027\u3002<\/p>\n<p>\u8bf8\u5982\u4ee5\u4e0b\u6280\u672f\uff1a<\/p>\n<ul>\n<li>\u65e0\u611f\u652f\u4ed8<\/li>\n<li>\u6570\u5b57\u52a9\u624b<\/li>\n<li>\u5e97\u5185\u63a8\u8350\u7cfb\u7edf<\/li>\n<\/ul>\n<p>\u80fd\u5e26\u6765\u66f4\u81ea\u7136\u3001\u66f4\u76f4\u89c2\u7684\u4f53\u9a8c\u3002<\/p>\n<p>\u8ba9\u6280\u672f\u66f4\u201c\u9690\u5f62\u201d\u3001\u66f4\u5b9e\u7528\uff0c\u54c1\u724c\u5c31\u80fd\u5c06\u91cd\u5fc3\u91cd\u65b0\u62c9\u56de\u5230\u5ba2\u6237\u4f53\u9a8c\u4e0a\u2014\u2014\u8fd9\u6b63\u662f\u73b0\u4ee3\u5168\u6e20\u9053\u96f6\u552e\u7b56\u7565\u7684\u6838\u5fc3\u539f\u5219\u4e4b\u4e00\u3002<\/p>\n<h3>\u5b9e\u4f53\u95e8\u5e97\u6210\u4e3a\u5a92\u4f53\u4e0e\u5173\u7cfb\u5e73\u53f0<\/h3>\n<p>\u5728\u6210\u719f\u9636\u6bb5\uff0c\u5168\u6e20\u9053\u96f6\u552e\u4f1a\u5c06\u95e8\u5e97\u8f6c\u53d8\u4e3a\u5185\u5bb9\u3001\u4e92\u52a8\u4e0e\u793e\u7fa4\u5efa\u8bbe\u7684\u5e73\u53f0\u3002<\/p>\n<p>\u5e97\u5185\u4f53\u9a8c\u5c06\u8d85\u8d8a\u4ea4\u6613\u672c\u8eab\uff0c\u5ef6\u4f38\u81f3\uff1a<\/p>\n<ul>\n<li>\u6d3b\u52a8<\/li>\n<li>\u670d\u52a1<\/li>\n<li>\u54c1\u724c\u5feb\u95ea\u4e0e\u8425\u9500\u6d3b\u52a8<\/li>\n<\/ul>\n<p>\u8fd9\u91cd\u65b0\u5b9a\u4e49\u4e86\u5b9e\u4f53\u96f6\u552e\u7684\u89d2\u8272\uff0c\u4f7f\u5176\u6210\u4e3a\u4e00\u4e2a\u6301\u7eed\u63a2\u7d22\u4e0e\u53d1\u73b0\u7684\u7a7a\u95f4\u3002<\/p>\n<p>\u901a\u8fc7\u878d\u5408\u5546\u4e1a\u5c5e\u6027\u4e0e\u8c61\u5f81\u610f\u4e49\uff0c\u54c1\u724c\u80fd\u591f\u6253\u9020\u4ee4\u4eba\u96be\u5fd8\u7684\u4f53\u9a8c\uff0c\u57f9\u80b2\u957f\u671f\u5173\u7cfb\u4e0e\u60c5\u611f\u8fde\u63a5\u3002<\/p>\n<h2>\u9a8c\u8bc1\u5168\u6e20\u9053\u96f6\u552e\u7b56\u7565\u7684\u5173\u952e\u6307\u6807<\/h2>\n<p>\u5b9e\u65bd\u7b56\u7565\u53ea\u662f\u5176\u4e2d\u4e00\u73af\u2014\u2014\u8861\u91cf\u6548\u679c\u540c\u6837\u81f3\u5173\u91cd\u8981\u3002<\/p>\n<p>\u4f20\u7edf KPI \u5df2\u4e0d\u8db3\u4ee5\u53cd\u6620\u5168\u6e20\u9053\u96f6\u552e\u4e92\u52a8\u7684\u590d\u6742\u6027\u3002<\/p>\n<p>\u5173\u952e\u6307\u6807\u5305\u62ec\uff1a<\/p>\n<ul>\n<li>\u5ba2\u6237\u8d39\u529b\u5ea6\uff08Customer Effort Score\uff09<\/li>\n<li>\u95e8\u5e97\u52a9\u653b\u8f6c\u5316\u7387<\/li>\n<li>\u5168\u6e20\u9053\u5ba2\u6237\u751f\u547d\u5468\u671f\u4ef7\u503c<\/li>\n<\/ul>\n<p>\u8fd9\u4e9b\u6307\u6807\u4e0d\u6b62\u5173\u6ce8\u9500\u552e\uff0c\u66f4\u80fd\u6d1e\u5bdf\u6574\u4f53\u4f53\u9a8c\u7684\u8d28\u91cf\u3002<\/p>\n<p>\u901a\u8fc7\u5206\u6790\u6574\u5408\u540e\u7684\u6570\u636e\uff0c\u54c1\u724c\u53ef\u4ee5\u6301\u7eed\u4f18\u5316\u7b56\u7565\uff0c\u63d0\u5347\u5404\u6e20\u9053\u7684\u8868\u73b0\u3002<\/p>\n<h2>2026 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