<p>随着最繁忙的购物季节接近尾声，零售技术、营销服务和店内创新领域的供应商们已经开始将注意力转向 <strong>NRF 2026: 零售盛会</strong>。这并非没有理由。NRF 仍然是行业中竞争最激烈的舞台之一，成千上万的供应商争夺有限的零售商、运营商和决策者的关注。</p>
<p>今年，焦点牢牢集中在 <strong>人工智能和新兴技术</strong> 上，整个舞台专门展示 AI 如何改变零售运营、商品销售、个性化和供应链。从 AI 驱动的分析和店内赋能到自动化平台和沉浸式客户体验，展会现场将充满创新。</p>
<p>但仅有创新并不能保证获得关注。</p>
<p>在如此多的供应商承诺转型的情况下，真正的挑战不是你在卖什么，而是 <strong>你如何在展会前引起注意并在展会后被记住</strong>。</p>
<h3><strong>我们已达到 ‘电子邮件的巅峰’</strong></h3>
<p>坦率地说：电子邮件被过度使用。</p>
<p>在 NRF 之前的几周，参会者的收件箱将被淹没，供应商们加大了冷邮件推广、‘快速介绍’ 信息和无休止的跟进。电子邮件实际上是免费的，但正如俗话所说， <em>你得到的就是你所付出的</em>。我们早已超过了收益递减的临界点。</p>
<p>零售高管们并不是因为无礼或不感兴趣而删除这些邮件——他们删除它们是因为别无选择。如果不这样做，他们就会面对数百封未读邮件，其中许多都是 <em>“只是跟进我上封邮件。”</em> 的变体。</p>
<p>结果是？即使是出于良好意图、精心制作的邮件也会淹没在噪音中。</p>
<h3><strong>意想不到的优势：手写便条</strong></h3>
<p>讽刺的是，今天回报最高的营销策略之一也是最古老的： <strong>手写便条</strong>。</p>
<p>手写便条绕过了过滤器——无论是数字的还是人类的。它们不会被卡在垃圾邮件文件夹中，也不会被守门人忽视。与常常被丢弃的光鲜直邮材料不同，手写便条几乎总是直接交给收件人。</p>
<p>仅仅是信封就能激发好奇心。 <em>“谁花时间给我寄了一张卡片？”</em> 那一刻的好奇心是强大的——而且越来越稀有。</p>
<p>事实上，手写便条的 <strong>开启率比传统印刷邮件高出 300% 以上</strong>，正是因为它们感觉个人化且有意图。在一个自动化和规模化的世界中，努力显得格外突出。</p>
<p>对于许多组织来说，手动写数百封便条的想法听起来不切实际。但科技悄然解决了这个问题。AI 现在可以协助内容创作，而机器人书写系统则处理书写的实际操作——想想 <strong>总统签名机，但在企业规模上</strong>。结果是个人化的外联而没有运营负担。</p>
<h3><strong>消费者真正想要的</strong></h3>
<p>数据支持这一点。根据 Handwrytten 对 2000 多名消费者的调查，手写便条是 <strong>最不烦人且最令人惊讶</strong> 的品牌沟通形式。只有 4% 的受访者表示他们觉得手写便条烦人——低于任何其他沟通渠道。</p>
<p>更有意思的是：</p>
<ul>
<li><strong>三分之一的消费者</strong> 认为手写便条是最有意义的外联形式</li>
<li><strong>五分之一的消费者</strong> 认为手写便条最具个人化</li>
<li>电话被评为最有意义和个性化——但也被评为 <strong>最烦人</strong></li>
</ul>
<p>这突显了一个关键的矛盾：消费者重视真实性和努力，但厌恶打扰。手写便条独特地解决了这两个问题。</p>
<h3><strong>更多信息，少了意义</strong></h3>
<p>生成式 AI 大幅降低了创建外发沟通的门槛。现在任何人都可以在几秒钟内起草电子邮件、消息或跟进。但更简单的沟通并不自动转化为更有效的沟通。</p>
<p>近 <strong>三分之一的消费者表示他们作为客户很少或从未感到被重视</strong>，尽管品牌的接触点比以往任何时候都多。同时， <strong>35% 的在线购物者表示不满意</strong>，这表明仅仅依靠数量并不能建立联系。</p>
<p>当被问及什么能让他们感到被重视时，消费者压倒性地指出了一件简单而具体的事情： <strong>一张手写便条</strong>。</p>
<h3><strong>同样的原则适用于 B2B</strong></h3>
<p>虽然这项研究集中在消费者身上，但在 B2B 环境中的影响同样强烈——甚至更强。供应商在大型贸易展会前发送手写便条时，展位流量通常更高。在展会后，表现优秀的供应商不会依赖单一渠道。他们使用 <strong>周到的电子邮件、电话和手写便条的组合进行跟进</strong>。</p>
<p>当作为协调的多渠道策略的一部分使用时，手写跟进已被证明比仅依靠电子邮件的外联提高了 <strong>15% 到 25% 的成交率</strong>。仅这一差异就可以将一个原本不盈利的会议转变为一个高盈利的会议。</p>
<h3><strong>科技应放大人性，而不是取代它</strong></h3>
<p>AI 和数字工具是必不可少的。它们帮助我们扩展、优化和加快速度。但当每个品牌以相同的方式使用相同的工具时，输出就变得无法区分。用 AI 生成的信息轰炸收件箱并不能创造联系——它只会造成疲惫。</p>
<p>当信息重要、信任正在建立、真实关系是目标时， <strong>真实性胜过效率</strong>。手写便条传达了意图。它表明收件人值得付出努力。</p>
<p>在 NRF 2026 —— 以及未来，脱颖而出的品牌不仅仅是那些拥有最炫目 AI 演示的品牌。它们将是那些懂得如何将现代科技与永恒的人际联系结合起来的品牌。</p>
<p>有时，最有效的创新是记住人们最看重的东西。</p>
<hr/>
<p><em>大卫·瓦克斯是一位连续创业者，现任</em> <em>Handwrytten</em> <em>的首席执行官，该公司通过可扩展的机器人解决方案重新唤起了书信写作的失传艺术，能够用钢笔书写您的便条。Handwrytten 作为一个平台，允许您通过 CRM 系统（如 Salesforce、Shopify、网站、应用程序或自定义集成）发送便条。Handwrytten 被主要的餐盒公司、电商巨头、非营利组织和专业人士使用，正在改变品牌与人们之间的连接方式。</em></p>

<p>随着 NRF 2026 的临近，零售技术供应商正专注于人工智能和创新。然而，在数字噪音中，手写便条正成为一种强大的营销工具，其开启率比传统邮件高出 300% 以上。一项调查显示，消费者认为手写便条是最不令人厌烦且最有意义的沟通方式。在 B2B 领域，在贸易展会之前发送手写便条可以增加展位流量，并将后续跟进成功率提高 15% 至 25%。这突显了在日益自动化的世界中，个人化接触的重要性</p>

<p>As the busiest shopping season comes to a close, vendors across retail technology, marketing services and in-store innovation are already turning their attention to <strong>NRF 2026: Retail’s Big Show</strong>. And for good reason. NRF remains one of the most competitive stages in the industry, where thousands of vendors compete for the attention of a limited number of retailers, operators and decision-makers.</p>
<div class="lb-trans"><p>随着最繁忙的购物季节接近尾声，零售技术、营销服务和店内创新领域的供应商们已经开始将注意力转向 <strong>NRF 2026: 零售盛会</strong>。这并非没有理由。NRF 仍然是行业中竞争最激烈的舞台之一，成千上万的供应商争夺有限的零售商、运营商和决策者的关注。</p>
</div><p>This year, the spotlight is firmly on <strong>artificial intelligence and emerging technologies</strong>, with entire stages dedicated to showcasing how AI is transforming retail operations, merchandising, personalization and supply chains. From AI-powered analytics and in-store enablement to automation platforms and immersive customer experiences, the show floor will be filled with innovation.</p>
<div class="lb-trans"><p>今年，焦点牢牢集中在 <strong>人工智能和新兴技术</strong> 上，整个舞台专门展示 AI 如何改变零售运营、商品销售、个性化和供应链。从 AI 驱动的分析和店内赋能到自动化平台和沉浸式客户体验，展会现场将充满创新。</p>
</div><p>But innovation alone doesn’t guarantee attention.</p>
<div class="lb-trans"><p>但仅有创新并不能保证获得关注。</p>
</div><p>With so many vendors promising transformation, the real challenge is not <em>what</em> you’re selling — it’s <strong>how you get noticed before the show and remembered after it</strong>.</p>
<div class="lb-trans"><p>在如此多的供应商承诺转型的情况下，真正的挑战不是你在卖什么，而是 <strong>你如何在展会前引起注意并在展会后被记住</strong>。</p>
</div><h3><strong>We’ve Reached ‘Peak Email’</strong></h3>
<div class="lb-trans"><h3><strong>我们已达到 ‘电子邮件的巅峰’</strong></h3>
</div><p>Let’s be blunt: email is overused.</p>
<div class="lb-trans"><p>坦率地说：电子邮件被过度使用。</p>
</div><p>In the weeks leading up to NRF, attendees’ inboxes will be flooded as vendors ramp up cold outreach campaigns, “quick intro” messages and relentless follow-ups. Email is effectively free, but as the saying goes, <em>you get what you pay for</em>. We are well past the point of diminishing returns.</p>
<div class="lb-trans"><p>在 NRF 之前的几周，参会者的收件箱将被淹没，供应商们加大了冷邮件推广、‘快速介绍’ 信息和无休止的跟进。电子邮件实际上是免费的，但正如俗话所说， <em>你得到的就是你所付出的</em>。我们早已超过了收益递减的临界点。</p>
</div><p>Retail executives don’t delete these emails because they’re rude or uninterested — they delete them because they have no choice. If they don’t, they’re left staring at hundreds of unread messages, many of them some variation of <em>“just following up on my last email.”</em></p>
<div class="lb-trans"><p>零售高管们并不是因为无礼或不感兴趣而删除这些邮件——他们删除它们是因为别无选择。如果不这样做，他们就会面对数百封未读邮件，其中许多都是 <em>“只是跟进我上封邮件。”</em> 的变体。</p>
</div><p>The result? Even well-intentioned, well-crafted emails get lost in the noise.</p>
<div class="lb-trans"><p>结果是？即使是出于良好意图、精心制作的邮件也会淹没在噪音中。</p>
</div><h3><strong>The Unexpected Advantage: Handwritten Notes</strong></h3>
<div class="lb-trans"><h3><strong>意想不到的优势：手写便条</strong></h3>
</div><p>Ironically, the marketing tactic delivering some of the highest returns today is also one of the oldest: <strong>the handwritten note</strong>.</p>
<div class="lb-trans"><p>讽刺的是，今天回报最高的营销策略之一也是最古老的： <strong>手写便条</strong>。</p>
</div><p>Handwritten notes bypass filters — both digital and human. They don’t get caught in spam folders, and they don’t get ignored by gatekeepers. Unlike glossy direct mail pieces that are often discarded unopened, handwritten notes are almost always passed directly to the recipient.</p>
<div class="lb-trans"><p>手写便条绕过了过滤器——无论是数字的还是人类的。它们不会被卡在垃圾邮件文件夹中，也不会被守门人忽视。与常常被丢弃的光鲜直邮材料不同，手写便条几乎总是直接交给收件人。</p>
</div><p>The envelope alone sparks curiosity. <em>“Who took the time to send me a card?”</em> That moment of intrigue is powerful — and increasingly rare.</p>
<div class="lb-trans"><p>仅仅是信封就能激发好奇心。 <em>“谁花时间给我寄了一张卡片？”</em> 那一刻的好奇心是强大的——而且越来越稀有。</p>
</div><p>In fact, handwritten notes have been shown to generate <strong>open rates more than 300% higher than traditional printed mail</strong>, precisely because they feel personal and intentional. In a world of automation and scale, effort stands out.</p>
<div class="lb-trans"><p>事实上，手写便条的 <strong>开启率比传统印刷邮件高出 300% 以上</strong>，正是因为它们感觉个人化且有意图。在一个自动化和规模化的世界中，努力显得格外突出。</p>
</div><p>For many organizations, the idea of writing hundreds of notes by hand sounds impractical. But technology has quietly solved this problem. AI can now assist with content creation, while robotic writing systems handle the physical act of writing — think <strong>presidential autopen, but at enterprise scale</strong>. The result is personal outreach without the operational burden.</p>
<div class="lb-trans"><p>对于许多组织来说，手动写数百封便条的想法听起来不切实际。但科技悄然解决了这个问题。AI 现在可以协助内容创作，而机器人书写系统则处理书写的实际操作——想想 <strong>总统签名机，但在企业规模上</strong>。结果是个人化的外联而没有运营负担。</p>
</div><h3><strong>What Consumers Actually Want</strong></h3>
<div class="lb-trans"><h3><strong>消费者真正想要的</strong></h3>
</div><p>Data backs this up. According to a survey of more than 2,000 consumers conducted by Handwrytten, handwritten notes are the <strong>least annoying and most surprising</strong> form of brand communication . Only 4% of respondents said they find handwritten notes annoying — lower than any other communication channel.</p>
<div class="lb-trans"><p>数据支持这一点。根据 Handwrytten 对 2000 多名消费者的调查，手写便条是 <strong>最不烦人且最令人惊讶</strong> 的品牌沟通形式。只有 4% 的受访者表示他们觉得手写便条烦人——低于任何其他沟通渠道。</p>
</div><p>Even more telling:</p>
<div class="lb-trans"><p>更有意思的是：</p>
</div><ul>
<li><strong>One in three consumers</strong> consider handwritten notes the most meaningful form of outreach</li>
<li><strong>One in five consumers</strong> say handwritten notes feel the most personal</li>
<li>Phone calls ranked highest for meaning and personalization — but were also rated the <strong>most annoying</strong></li>
</ul>
<div class="lb-trans"><ul>
<li><strong>三分之一的消费者</strong> 认为手写便条是最有意义的外联形式</li>
<li><strong>五分之一的消费者</strong> 认为手写便条最具个人化</li>
<li>电话被评为最有意义和个性化——但也被评为 <strong>最烦人</strong></li>
</ul>
</div><p>This highlights a crucial tension: consumers value authenticity and effort, but resent interruptions. Handwritten notes uniquely solve both problems.</p>
<div class="lb-trans"><p>这突显了一个关键的矛盾：消费者重视真实性和努力，但厌恶打扰。手写便条独特地解决了这两个问题。</p>
</div><h3><strong>More Messages, Less Meaning</strong></h3>
<div class="lb-trans"><h3><strong>更多信息，少了意义</strong></h3>
</div><p>Generative AI has dramatically lowered the barrier to creating outbound communication. Anyone can now draft an email, message or follow-up in seconds. But easier communication does not automatically translate into more effective communication.</p>
<div class="lb-trans"><p>生成式 AI 大幅降低了创建外发沟通的门槛。现在任何人都可以在几秒钟内起草电子邮件、消息或跟进。但更简单的沟通并不自动转化为更有效的沟通。</p>
</div><p>Nearly <strong>one-third of consumers say they rarely or never feel appreciated as a customer</strong>, despite brands having more touch points than ever. At the same time, <strong>35% of online shoppers report dissatisfaction</strong>, suggesting that volume alone is not building connection.</p>
<div class="lb-trans"><p>近 <strong>三分之一的消费者表示他们作为客户很少或从未感到被重视</strong>，尽管品牌的接触点比以往任何时候都多。同时， <strong>35% 的在线购物者表示不满意</strong>，这表明仅仅依靠数量并不能建立联系。</p>
</div><p>When asked what would actually make them feel appreciated, consumers overwhelmingly pointed to something simple and tangible: <strong>a handwritten note</strong>.</p>
<div class="lb-trans"><p>当被问及什么能让他们感到被重视时，消费者压倒性地指出了一件简单而具体的事情： <strong>一张手写便条</strong>。</p>
</div><h3><strong>The Same Principle Applies in B2B</strong></h3>
<div class="lb-trans"><h3><strong>同样的原则适用于 B2B</strong></h3>
</div><p>While this research focused on consumers, the impact in B2B environments is just as strong — if not stronger. Vendors consistently see higher booth traffic when handwritten notes are sent ahead of major trade shows. After the show, top performers don’t rely on a single channel. They follow up using a <strong>thoughtful mix of email, phone calls and handwritten notes</strong>.</p>
<div class="lb-trans"><p>虽然这项研究集中在消费者身上，但在 B2B 环境中的影响同样强烈——甚至更强。供应商在大型贸易展会前发送手写便条时，展位流量通常更高。在展会后，表现优秀的供应商不会依赖单一渠道。他们使用 <strong>周到的电子邮件、电话和手写便条的组合进行跟进</strong>。</p>
</div><p>When used as part of a coordinated multichannel strategy, handwritten follow-up has been shown to increase close rates by <strong>15% to 25% compared to email-only outreach</strong>. That difference alone can turn an otherwise unprofitable conference into a highly profitable one.</p>
<div class="lb-trans"><p>当作为协调的多渠道策略的一部分使用时，手写跟进已被证明比仅依靠电子邮件的外联提高了 <strong>15% 到 25% 的成交率</strong>。仅这一差异就可以将一个原本不盈利的会议转变为一个高盈利的会议。</p>
</div><h3><strong>Technology Should Amplify Humanity — Not Replace it</strong></h3>
<div class="lb-trans"><h3><strong>科技应放大人性，而不是取代它</strong></h3>
</div><p>AI and digital tools are essential. They help us scale, optimize and move faster. But when every brand uses the same tools in the same way, the output becomes indistinguishable. Bombarding inboxes with AI-generated messages doesn’t create connection — it creates fatigue.</p>
<div class="lb-trans"><p>AI 和数字工具是必不可少的。它们帮助我们扩展、优化和加快速度。但当每个品牌以相同的方式使用相同的工具时，输出就变得无法区分。用 AI 生成的信息轰炸收件箱并不能创造联系——它只会造成疲惫。</p>
</div><p>When the message matters, when trust is being built and when a real relationship is the goal, <strong>authenticity beats efficiency</strong>. A handwritten note signals intention. It communicates that the recipient was worth the effort.</p>
<div class="lb-trans"><p>当信息重要、信任正在建立、真实关系是目标时， <strong>真实性胜过效率</strong>。手写便条传达了意图。它表明收件人值得付出努力。</p>
</div><p>At NRF 2026 — and beyond — the brands that stand out won’t just be the ones with the flashiest AI demos. They’ll be the ones that understand how to combine modern technology with timeless human connection.</p>
<div class="lb-trans"><p>在 NRF 2026 —— 以及未来，脱颖而出的品牌不仅仅是那些拥有最炫目 AI 演示的品牌。它们将是那些懂得如何将现代科技与永恒的人际联系结合起来的品牌。</p>
</div><p>Sometimes, the most effective innovation is remembering what people value most.</p>
<div class="lb-trans"><p>有时，最有效的创新是记住人们最看重的东西。</p>
</div><hr/>
<div class="lb-trans"><hr/>
</div><p><em>David Wachs, a serial entrepreneur, is CEO of</em> <em>Handwrytten</em> <em>, a venture that is bringing back the lost art of letter writing through scalable, robot-based solutions that write your notes in pen. Developed as a platform, Handwrytten lets you send notes from your CRM system, such as Salesforce, Shopify, the website, apps or through custom integration. Used by major meal boxes, ecommerce giants, nonprofits and professionals, Handwrytten is changing the way brands and people connect.</em></p>
<div class="lb-trans"><p><em>大卫·瓦克斯是一位连续创业者，现任</em> <em>Handwrytten</em> <em>的首席执行官，该公司通过可扩展的机器人解决方案重新唤起了书信写作的失传艺术，能够用钢笔书写您的便条。Handwrytten 作为一个平台，允许您通过 CRM 系统（如 Salesforce、Shopify、网站、应用程序或自定义集成）发送便条。Handwrytten 被主要的餐盒公司、电商巨头、非营利组织和专业人士使用，正在改变品牌与人们之间的连接方式。</em></p>
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在 2026 年全国零售联合会展会上脱颖而出：为什么在人工智能主导的零售世界中，手写笔记仍然具有优势