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Traditional Retailers' Annoyance Touchscreen Shopping Windows

2013/6/20 21:58:00 26

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for now, physical retailers have two advantages that electricity providers can not compare with: one is the convenience and tactile advantages of instant shopping; the other is that we can enjoy the pleasure of shopping with 35 confidant, because people are a social animal, and a shared experience can bring us closer.

however, the physical retail terminal is limited by the limited shelf space and geographical constraints, and the implicit cost of products sold on its shelves is sometimes higher than the direct cost.

It is also destined that goods that are eligible to be produced on these valuable shelves must be relatively popular products, and the popularity and profit levels must be protected accordingly.

This is a cruel test. Most products can not escape the bad luck of being eliminated, which includes some products with many potential consumers.

Because of its unlimited shelf space, the electricity supplier can provide enough products to meet the individual needs of consumers.

At the same time, because there are many objective factors in the entity store such as region, business circle, store and so on, dealers can only provide most of the consumers' popular products under these objective premises.

Under the dictatorial rule of the above objective factors, consumers are too dispersed to be consumers.

This is also the reason why some retailers who focus on a niche field can not survive, because local demand is not concentrated enough to compensate for the high cost of sales.

The electricity providers are not constrained by this restriction and have the ability to develop the long tail of dispersed demand.

from the point of view of the distribution of the electricity supplier's sales curve, although the sales of products located at the rear end are not very impressive, the profits brought by enough niche products can be compared with that of the star products.

the annoyance of the traditional retailer /p >

< a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > retailers have seen several kinds of clothing when they purchase goods, but they do not conform to the trend of this year. They are some relatively small products, but this merchant subjectively judges that they should have a certain consumption demand, and they can not spend much money in several pieces, but also can effectively distinguish their stores from other stores, highlighting their own unique characteristics.

But if I think about it, if we display this small commodity on a limited shelf and fail to achieve the expected turnover rate, the sale of popular products will reduce the sampling rate.

In a dilemma, he finally gave up his previous idea. "We should continue to sell those popular products, though it is inevitable to compete with other shops in the price of homogenized products."

then, how can traditional retailers break through the restrictions of physical shelves, give consumers more choices and help them find what they really need, in order to avoid the price war of popular products and enhance their competitiveness?

eBay touch screen "shopping window" /p >

Less than p ago, eBay will launch the first four touchscreen shopping windows in the densely populated area of New York, selling 30 products from the American Apparel accessories manufacturing and retailer Fifth & PacificCos Inc's popular brand Kate Spade Saturday.

The width of the latest display, which is planned by eBay, is about 9 feet (about 2.7 meters) and is about 2 feet (0.6 meters) high. It will be installed on the front window of the physical shop which has completed the business hours.

Consumers can order goods by touching the display screen, and the deliverer will deliver the goods within one hour.

Consumers can pay directly to the deliverer through the mobile payment service PayPal Here developed by eBay.

"This kind of virtual store can expand the boundaries of the physical store and allow the physical store to extend to any space through online technology," Steve Yankovic, director of Innovation and New Ventures, said under P eBay.

European and American shopping experience: /p >

Messi, Macy, s, HSN and Adidas (P) are setting up large, interactive TV screens to give customers online shopping pleasure in shopping malls.

Messi's beauty shop has touch screen TV on both sides. Customers can browse the cosmetics of all brands in the mall.

Adidas set up a touch-screen wall about 2.1 meters high in London mall. It can be separated by different widths and divided into different partitions (currently there are three widths, about 2.7 meters, 3.9 meters and 5.2 meters respectively).

These screen walls not only display basic information of products, but also allow customers to view products from any angle and rotate and enlarge them.

When customers find their favorite products, they can put it into a virtual shopping cart, enter their own identification information, then the information will be sent to the counter, and customers can move there to pay the money.

this way of sales makes a football a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > within two weeks, sales increased by 500% compared with six months ago.

Aubrey Aubrey, director of business experience at Adidas P, said that touching the screen wall is like an endless shelf that customers can access to a large number of products because it is no longer restricted by traditional stores' inventory. "(Chris)

Digital promotion agency Twist Image President Joel (Mitch Joel) said that the past restriction is how many products can be placed on the spot.

Now you no longer have that problem.

redefine the touch query machine > /strong > /p >

in some large shopping malls in China, we can often see some touch and inquiry machines at the staircase: some of them are offered by discount service providers, which can print coupons for some shops (but these coupons are often not suitable for shops in some shopping malls, often making these machines tasteless); some of them are set up by shopping malls, so that you can find out the location of all the shops in the shopping mall and some brief introductions.

through the above foreign cases, combined with the status quo of the domestic shopping malls, this gives me an inspiration: how to make more efficient use of these touchscreens -- showing products that do not appear on merchant shelves!

shopping mall interactive touch shopping guide system /p >

shopping malls establish an interactive touch shopping guide system and create a virtual shelf space with touch and query machine.

first, merchants prepare product information data (including pictures, copybooks, prices, etc.), and then send these data to the store managers (or by the store managers to complete the business, only to charge the merchants a specific fee). The store managers will arrange these data to display the shopping mall's touch and query machine.

There is an essential part of the system in the shopping mall: the filter mechanism: including the classified catalogue (referring to the layout of Taobao's home page, making all products classified, and, of course, classifying all products according to the different characteristics of the product), recommending the system (when the customer looks at a particular product, the other customers who have checked the goods, which goods or similar attributes are being looked at, and the search function) (search results can be further screened according to price, popularity and brand), so that the information can be shown to customers in a sequential way, so that consumers can find out the commodities they are interested in conveniently and quickly, and provide detailed information about the goods store (including brand introduction and all shelves and unloaded goods).

When consumers have an initial interest in a product that is not on the shelves, he only needs to enter the shop according to the guidelines of touch and inquire into the whole machine, so that the shopping guide can provide this product.

Before that, the product may lie quietly in a corner of the shop, and there is no need to compete with the mainstream products for limited exhibition space.

shopping malls can feed each product in a certain period of clicks to the merchants. If a niche product has a good click rate, the merchant can consider whether to squeeze it onto the shelf so that it can also become a hot spot.

when the conditions are ripe, the mall can open the access system backstage for merchants to achieve more powerful functions:

1. enables merchants to upload and modify their own products;

2. enables merchants to release the latest sales promotion information in real time to attract customers to the store;

3. touch terminal all-in-one adds purchase function: customers find the products that are desirable, click to buy directly, the system will feedback information to businesses, businesses are ready for goods, customers only need to pay money at the counter.

this shopping mode that combines the rich communication mode of the digital world and product interaction with the physical world will bring unprecedented vitality to the traditional retail terminals:

1. brings more shelf space and lower sales cost to merchants, so that it can provide more choices to achieve more sales;

2. brings consumers a brand new and unique shopping experience;

3. set up an efficient information communication bridge between shopping malls, businesses and consumers.

from offline to online store counterattack /p >

when the whole database is improved to a certain extent, shopping malls can integrate resources, set up their own online platforms, or enter other platforms, pack up the data of merchants and push them from line to line.

At this time, the mall acts as an aggregator like Tmall, but I think at least two points can be better done:

the first thing is to let customers feel more comfortable offline buying online experience. Customers may not be buying on the spot for various reasons (insufficient money, inconvenient to carry, no desired size, etc.) when shopping in the mall. They can find corresponding merchant purchases online later.

Unlike the previous offline experience online purchase, the online product is the one he experienced online, and the supplier is also the merchant under the line. His worries about the authenticity, quality and source of the product will be greatly reduced, because he has already had a comprehensive understanding of the goods and merchants online, which can greatly increase the probability of his purchase.

second is offline purchase online return, when customers buy goods for gift giving after shopping in the mall, it is found that they are not suitable (size is not suitable, the style does not like it, etc.) or find some defects that they did not notice at that time. They can manage the refund of goods through the sales voucher online, and then send them to the merchants by express. This will provide a more perfect and convenient after-sales service for those customers who are far away from the shopping mall. This is also helpful to reduce the customers' worries and promote them to buy on the spot.

this will make it possible for shopping malls to achieve a strong road that has never gone through along the long tail of products, people and channels.