ILululemon yathenga uphawu lwezixhobo zokuzilolonga zasekhaya 'iMirror' ngo-2020 ukuze isebenzise "imodeli yokuzilolonga ehlanganisiweyo" kubathengi bayo. Kwiminyaka emithathu kamva, uphawu lwezemidlalo ngoku luhlola ukuthengisa iMirror kuba ukuthengiswa kwezixhobo zekhompyutha kwaphosakele kwiingqikelelo zokuthengisa. Le nkampani ikwajonge ukuqalisa kwakhona inkonzo yayo yedijithali kunye ne-app Lululemon Studio (eyasungulwa ngo-2020) ithatha indawo yayo yangaphambili kwindawo eyayigxile kwi-hardware ngeenkonzo zedijithali ezisekelwe kwi-app.
Kodwa zeziphi izixhobo zokuzilolonga abathengi benkampani abakhetha ukuzithenga?
Ngokutsho kwe-YouGov Profiles - egubungela izibalo zabantu, ezengqondo, ezesimo sengqondo kunye nezenzo zabathengi - ama-57% abathengi bangoku baseLululemon base-US okanye amaMerika acinga ngokuthenga kule nkampani akathenganga zixhobo zejimu kwiinyanga ezili-12 ezidlulileyo. Phakathi kwabo baye bathenga, ama-21% akhethe izixhobo zobunzima zasimahla. Xa kuthelekiswa, i-11% yabantu baseMelika ngokubanzi bathenge olu hlobo lwezixhobo zejimu kwiinyanga ezili-12 ezidlulileyo ukuze bazilolonge kwaye bazilolonge ejimini okanye ekhaya.
Ngaphezu koko, i-17% yabaphulaphuli bakaLululemon kunye ne-10% yabantu baseMelika ngokubanzi bathenga oomatshini bentliziyo okanye izixhobo ezifana neebhayisekile ezijikelezayo.
Sikwahlola idatha ye-YouGov ukuze sibone ukuba zeziphi izinto abaziqwalaselayo xa bethenga izixhobo zejimu eziza kusetyenziswa ejimini okanye ekhaya. Idatha yeeprofayili ibonisa ukuba iimfuno zokomelela komzimba kunye nokulula kokusebenzisa izixhobo zejimu zezona zinto ziphambili eziqwalaselwa leli qela xa lithenga izixhobo zejimu (22% kunye ne-20% ngokulandelelanayo).
Kubemi baseMelika ngokubanzi, ukulula kokusebenzisa izixhobo zejimu kunye nexabiso zezona zinto zibalulekileyo xa uthenga izixhobo zejimu (i-10% nganye).
Ngaphezu koko, ama-57% abaphulaphuli baseLululemon kunye nama-41% abantu ngokubanzi abathenganga zixhobo zokujima kwiinyanga ezili-12 ezidlulileyo.
Xa kufikwa kuhlobo lobulungu bejimu abaphulaphuli beLululemon abanalo ngoku, ama-40% bayazilolonga bodwa. Abanye abangama-32% banobulungu bejimu kwaye i-15% yabo banobhaliso oluhlawulelwayo kwi-intanethi okanye ekhaya lwesicwangciso sokuzilolonga okanye iiklasi zokuzilolonga. Malunga ne-13% yaba baphulaphuli banobhaliso lwestudio ekhethekileyo okanye iklasi ethile efana ne-kickboxing kunye ne-spinning.
Idatha yeeprofayili ibonisa ukuba ama-88% abathengi bangoku beLululemon okanye abo bacinga ngokuthenga kwibhrendi bayavumelana nengxelo yokuba “banqwenela ingcamango yokuba sempilweni nokuba semzimbeni.” Abathengi beli bhrendi, ama-80%, bayavumelana nengxelo yokuba “kubalulekile kubo ukuba basebenze ngokomzimba ngexesha labo lokuphumla” kwaye ama-78% abo ayavuma ukuba babenqwenela ukuba “babenokuzivocavoca ngakumbi.”
Ukongeza kwiimpahla zemidlalo, iLululemon ikwabonelela ngezincedisi ezifana neemonitha zokubetha kwentliziyo ngokusebenzisa uphawu lwayo oluncinci, iLululemon Studio. Ngokutsho kweProfiles, ama-76% abaphulaphuli beLululemon bayavumelana nengxelo yokuba “izixhobo ezinxitywayo zingakhuthaza abantu ukuba babe sempilweni ngakumbi.” Kodwa ama-60% ale qela ayavumelana nengxelo yokuba “iteknoloji enxitywayo ibiza kakhulu.”
Ixesha lokuthumela: Agasti-02-2023
