“幕后店”是专为线上购物顾客配货的店面，其陈列方式与常规商店并无不同，但不对外开放。

在网购盛行的今天，越来越多的商家都希望能够参与其中，分得一杯羹。据说国外一些大超市都开始在各地开设专为网购顾客配货的分店。“幕后店”不对外营业，专门履行当日或次日送达的网上订单。每天在店里穿梭浏览商品的不是顾客，而是推着手推车为顾客配货的店员。这样的“幕后店”不设收银处，也没有任何促销宣传，不过为了方便员工搜寻货物，其陈列商品的方式与常规商店一致。

「应用场景」

我们使用安永的EY Embryonic平台之后也发现，几乎在一夜之间，电子商务策略的地位就改变了，这原本总是列在所有零售商三年计画里的最优先事项之一，现在成了度过全球疫情亟需的生命线。我们发现，零售商从2020年5月到7月，对电子商务的投资、收购与合作金额，约为一百亿美元。这些投资项目涵盖以实现最后一公里服务的物流能力、轻资产营运方式〔例如幽灵厨房（这种餐厅只有厨房设备，但没有内用区）〕与幕后商店（专门处理线上购物的零售物流配送中心），以及一些针对人工智能与区块链数字化功能的产品组合投资。

Using the EY Embryonic platform, we also saw, almost overnight, e-commerce strategies shift from a perpetual top priority on every retailer’s three-year plan to a desperately needed lifeline that could enable them to survive a global pandemic. We found that retailers made approximately $10 billion in e-commerce investments, acquisitions and partnerships from May to July 2020. These investments spanned logistics capabilities to enable last-mile, asset-light approaches like ghost kitchens (restaurants with a space for kitchen equipment and facilities, but no dining area for walk-in customers) and dark stores (retail distribution centers that cater exclusively to online shopping), as well as product portfolio investments geared toward digital capabilities in AI and blockchain.

对某些零售商来说，过去这一年加速先前已有的创新做法。但对许多其他零售商来说，这一年促使他们重新设定，原本对消费者需求及电子商务未来的想法。

For some retailers, this past year has accelerated previously existing efforts to innovate. But for many others, it has spurred a great reset of the way they think about consumers’ needs and the future of digital commerce.