Eminyakeni yamuva nje, ukuthengiswa komhlaba wonke kube noguquko oluqhutshwa izimfuno ezintsha zabathengi. Ngokocwaningo lwe-PwC, ama-56% ama-CEO akhombisa ukuthi ukushintsha okuthandwa ngamakhasimende kuyinselelo enkulu ekwenzeni inzuzo yebhizinisi. Lesi simo, esigcizelelwa yilolu bhubhane, sikhulise okulindelekile ekuthengeni komuntu siqu, okuqondakalayo, futhi okusebenzayo. Ukuphendula leli qiniso, umqondo Womnotho Okulindelekile uye wadlondlobala, uphakamisa imodeli yokusetshenziswa lapho amabhrendi angahlangani nje kuphela kodwa alindele nezidingo zamakhasimende awo kuzo zonke izindawo zokuxhumana.
Ngaphakathi komongo woMnotho Okulindelekile, sibona ukuvela kwethrendi enkulu ehlonzwe inkampani ebonisanayo i-The Future Laboratory. I-EQ Commerce (noma i-Emotional Quotient Commerce) iyindlela edlula ukuthengisa okujwayelekile futhi ifuna ukuguqula ukusebenzisana ngakunye kube ukuzizwisa okuqagelayo nokusebenzayo. Le threndi enkulu ihlanganisa amandla obuchwepheshe obuthuthukisiwe, njengobuhlakani bokwenziwa kanye neqiniso elingeziwe, nokuqonda okufanelekile kokulindelwe yizithameli nokuziphatha. Lolu hlobo olusha lwezentengiselwano luxazulula elinye lamaphuzu amakhulu obuhlungu ekuthengiseni okudijithali: "ukukhathala kwe-algorithmic," lapho abathengi bekhungatheka khona ngezincomo ezijwayelekile kanye nokunikezwayo okungabonisi abakuthandayo kwangempela nalokho abakuthandayo. Ngale ndlela entsha, amabhrendi angakwazi ukuhumusha idatha ngokushesha futhi enze uhambo lokuthenga lube ngelakho, nokudala indawo eguquguqukayo egxile ekwanelisekeni komuntu ngamunye.
Phakathi kwamathrendi ayinhloko ku-EQ Commerce i-Discovery Commerce, eguqula ukusesha okuvamile kwemikhiqizo kube ukutholwa okunembile nokwenza ngokwezifiso. Esikhundleni sokulinda umthengi ukuthi athole abakufunayo, leli su lethula izinto kanye neminikelo eqondana ngokuqhubekayo nephrofayili kanye nezinto abazithakaselayo. Ngokusho kwe-Coresight Research, ukwenza kube ngokwakho okuphakelayo kokuthenga - okuletha umkhiqizo ofanele ekhasimendeni elifanele - kungakhuphula ukusebenzelana futhi kuqinise ukwethembeka, kuguqule isipiliyoni sibe isihlukanisi sangempela sokuncintisana semikhiqizo.
Esinye isici esibalulekile se-EQ Commerce ukuhlanganiswa kobuhlakani bokwenziwa (AI), okuvumela ukwenziwa ngokwezifiso okukhulu. Njengoba u-71% wabathengisi bekhulisa utshalomali lwabo ku-AI, ngokusho kweTotal Retail 2023, u-73% uqondise lezi zinsiza ngokukhethekile ukuthi zinikeze okuqukethwe komuntu siqu kakhulu, ngokusho kwe-Coresight Research. I-AI yenza amabhrendi angakwazi ukuzivumelanisa kuphela nalokho okuphakanyisiwe, kodwa futhi nokuthi kwethulwa kanjani futhi nini, kukhiqize ukusebenzisana okwanelisayo ngezikhathi ezifanele. Esimeni lapho ukuchofoza kungasho ukuthuthela kuwebhusayithi yesiqhudelani, lolu hlobo lwempendulo esheshayo neqhutshwa idatha iba lubalulekile.
I-Augmented reality (AR) iyinsika ebalulekile ye-EQ Commerce, ekhuphula ulwazi lokuthenga lube sezingeni elisha lokusebenzisana nokucwiliswa. Cishe u-63% wabathengi bathi i-AR ithuthukisa kakhulu umuzwa, ngokocwaningo olwenziwa yi-Statista, okubavumela ukuthi babuke imikhiqizo ngokushintshashintshayo nangokujulile. Imikhiqizo emikhulu efana ne-Walmart ne-Lacoste isivele isebenzisa i-AR ngokuhambisana nethrendi ye-Virtual Flagship, idala izindawo ezigxilile eziku-inthanethi eziphindaphinda izici zesipiliyoni somzimba futhi ziqinise umuzwa wamakhasimende wokuzikhethela nokuba ngowabanye.
Ngale ndlela, i-EQ Commerce inamandla okukhuthaza ukusebenzelana okusondelene nokuxhumene ngokomzwelo nabathengi. Ngayo, kuyenzeka ukuthi kwakhiwe izindawo lapho abagqugquzeli nabaqaphi bebamba iqhaza ohambweni lwedijithali, kusondezwa imikhiqizo nabathengi eduze ngendlela eyiqiniso, ukuhlonza okushukumisayo nomuzwa wokuthi abakuthandayo kuyaziswa. Lokhu kudala isibopho esidlulela ngale kwentengiselwano futhi siqinise ukwethembeka kwesikhathi eside.
ELatin America, lapho u-50% wezinkampani zisantula ukwethemba amasu azo esipiliyoni samakhasimende, ngokocwaningo loMkhandlu we-CMO lwango-2023, i-EQ Commerce igqama njengemodeli yokuguqula. Izinkampani ezisebenzisa le ndlela, zisebenzisa i-AI kanye nedatha yesikhathi sangempela sokuziphatha, zinethuba elikhulu lokuzihlukanisa nokuwina amakhasimende emakethe yedijithali nencintisana ngokwandayo. Isithembiso se-EQ Commerce sidlula ukuhlangabezana nezidingo zamanje; isungula ipharadigm entsha yobudlelwano phakathi kwemikhiqizo nabathengi, lapho ukuqanjwa kabusha nolwazi kuhambisana, kubumba ikusasa lezokuthengisa.
