“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、線上渠道合并為客戶提供了更好的體驗(yàn)，“整合式零售”似乎成為電商公司的新準(zhǔn)則。亞馬遜好像就在朝著相似的方向努力，在收購(gòu)了美國(guó)有機(jī)超市（Whole Foods），拓展了其食品雜貨業(yè)務(wù)之后，該公司為其黃金會(huì)員（Prime member）提供了一項(xiàng)被稱為“黃金會(huì)員衣櫥”（Prime Wardrobe）的新特權(quán)，目的在于拓展其時(shí)裝零售業(yè)務(wù)。該特權(quán)使亞馬遜的黃金會(huì)員可以訂購(gòu)衣服進(jìn)行試穿，喜歡的話就可以買(mǎi)下來(lái)。該公司提供了免費(fèi)的雙向配送服務(wù)以及七天的試用期，而且不需要繳納額外的會(huì)員費(fèi)。這一舉措似乎是該電商巨頭為解決線上服裝銷售的錯(cuò)綜復(fù)雜而進(jìn)行的一種嘗試，因?yàn)樵S多客戶在做決定之前更愿意試穿一下。

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(guó)最大的線上服裝銷售商，而且到2020年該公司很有可能會(huì)占據(jù)美國(guó)服裝市場(chǎng)近20%的份額。隨著“黃金會(huì)員衣櫥”的推出，該公司可能會(huì)加速增長(zhǎng)，獲得更大的市場(chǎng)份額，而且還可以吸引更多的顧客通過(guò)線上方便地購(gòu)買(mǎi)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(huì)員衣櫥”的另一個(gè)優(yōu)勢(shì)就是可以提升其黃金會(huì)員的忠誠(chéng)度。黃金會(huì)員是亞馬遜銷售額的主要驅(qū)動(dòng)力，通過(guò)為他們提供有趣的特權(quán)，該公司可以保留并擴(kuò)大其顧客群體。隨著顧客被亞馬遜的生態(tài)系統(tǒng)所吸引，通過(guò)亞馬遜的平臺(tái)來(lái)滿足其所有的數(shù)字化需求，這些倡議會(huì)成為亞馬遜拓展整體業(yè)務(wù)的催化劑。黃金會(huì)員很有可能會(huì)推動(dòng)其所有零售產(chǎn)品的收益增長(zhǎng)，而“黃金會(huì)員衣櫥”又為他們提供了一個(gè)留在亞馬遜平臺(tái)上的理由。

（翻譯：Dlacus）

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