Customer Experience Climax Peak Potential Strong Time Test

< p > 2013, the commercial real estate group headed by Wanda has sped up the news of the development of e-commerce.

When the ads that do not go out and shop can be seen everywhere, the profit mode and space of the entity store also face more and more challenges along with the rising of the rent.

The vigorous development of electricity providers is like floods, but not every real estate developer will develop their own businesses. At the same time, as one of the marketing means, the electricity supplier should not and can not be the whole future of commercial real estate development.

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< p > as the largest carrier of household consumption, commercial shopping centers and department stores in commercial real estate have always been indispensable places and forms for people's lives.

In terms of investment, there is publicly available data showing that the overall vacancy rate of high-end shopping centers in 2012 was 8.81%, the lowest level since 2006.

To some extent, this implies the potential consumption power and full confidence of shopping centers.

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< p > Customer Experience climbed to the top. < /p >

< p > tactical contempt and strategic importance are two sides of a coin.

The annual report of shopping center customer experience recently released by Ipsos, a market research group for consumers in the first tier cities, shows that nearly half of the respondents (49%) indicated that more and more opportunities for online shopping were coming from the future. Only 11% said they would increase the frequency of shopping.

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< p > under the trend of declining market share, how to improve the share of single frequency wallet is the most important task for commercial real estate operators.

In fact, there are many commercial real estate complexes in the introduction of the ice rink format and children's experience center, including the importance of shopping environment, design and brand building, all of which can be seen that commercial real estate attaches importance to "experience".

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< p > according to Ipsos data, shopping centers are becoming mainstream. The attraction of department stores and commercial pedestrian streets to consumers is decreasing.

According to the level of consumer participation and involvement, experiential marketing can be divided into four different modes: entertainment experience, educational experience, escaping experience and aesthetic experience.

There is no substitute for the need for full experience and intimate communication.

Even in the case of reduced shopping frequency, perfect customer experience can increase the amount of purchase.

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< p > when talking about the attraction of shopping centers, Li Hailan, managing director of Ipsos China, said: "future shopping centers sell experience, not just commodities.

This can not be replaced by e-commerce. "

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< p > retaining customers of different groups: < /p >

< p > customer is God. The market and marketing trend of all industries in the whole era turn to the orientation and subdivision of consumers, especially commercial real estate.

What are the consumption trends of different groups? How do we treat them differently? < /p >

< p > aiming at the amount and frequency of consumption, ipso has divided four different customer groups: quality customers, growth customers, value customers and marginal customers.

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P > more than one time per month, half of the high quality customers (28% of the total customer group) with a single consumption of over 1000 yuan (total customer group) will reduce the number of shopping malls, but 28% will increase the purchase amount.

The group's personal income per capita is nearly 200000 yuan, of which the proportion of top management and business owners is 33%.

In the survey, they spend the longest time in shopping malls: 49%, stay for more than 2 hours each time; family members have the highest opportunity to accompany: 78% and spouses, 20% and parents, 26% and children; of course, the best customers are the most picky: health, odor, temperature, service, crowding, parking...

Women are the main consumers. Most shopping centers try to please women, but the role of men is more important than imagination.

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< p > men have places to wait and stay in the shopping process.

Because of the decrease in frequency and the increase in the sum of money, the role of shopping centers may be more prone to family gatherings, intimate communication and leisure experience rather than shopping.

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< p > according to the survey results of these consumers, ippso suggested that free parking for one year during the membership period and free parking coupons should be a highly respected parking mode for high quality customers. While the public Internet rest area, wireless network and VIP lounge increased male sex magazines or DVD machines, adding several layers of rest area and providing some seats and children's facilities, recreational water bar, other entertainment (such as sleeping room) and the leisure appeals to set up electronic experiential shops can attract men.

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< p > in addition to 28% of the high quality customers, 60% of the value customers (14% of the total customer group) and 36% of the marginal customers (18% of the total customer group) indicated that they would reduce the frequency of shopping, but 30% and 16% would increase the amount of consumption; 21% of the growth customers would spend more money than before.

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< p > in this research subdivision, growth customers surpass other customer types, accounting for 40% of the total customer group.

Among them, 32% are below 30 years old, relatively young, low income: personal income per capita 15000 yuan; stay time is not long: 70% per stay for 2 hours; but their patronage frequency is highest: 23% visits to shopping centres 2 times a week or more; 18% 1 times a week.

Growing customers are more loyal. 47% of growth customers regularly go to a shopping center, and the other 26% have 2 shopping centers.

They compare the location of shopping malls, convenient pportation, and away from home (unit) is the most important factor loyal to a shopping center.

Leisure experience is the main purpose. 31% growing customers often go to a shopping center because of "environmental comfort / leisure atmosphere"; 71% go with their partners; 26% go with friends; 19%, the number of shopping centers in the future will increase.

Although prices and promotions are not the most important consideration.

But 26% often go to a shopping center because of "frequent promotions / price concessions".

Ipsos recommends that, considering the high consumption frequency of growing customers, the use of sales promotion to stimulate these customers to spend more frequently and spend more on non weekend non crowding time can better promote the overall turnover growth.

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< p > at the same time, nearly 20% of the Ipsos survey results are value customers, although only 14%, they can not be ignored.

The average age of these "value customers" is about 40 years old, and their personal income is high (nearly 20000 yuan). The frequency of shopping is low, the average shopping center is less than 1 times in the first quarter, and the frequency of shopping centers will be lower (60%), but the amount will increase by 30% (30%) and very much.

When the value customer group participated in the study of Ipsos, it was most annoying that there were no parking spaces (75%) and too many people (52%). The requirements for the importance of leisure entertainment facilities and commodities were not very high; the key is that the brand of the goods accords with the tastes and grades of customers.

35% of the value of research, customers are attracted by a membership card, VIP service and VIP activities, and often go to a shopping mall.

Therefore, in general, they have high incomes and short stay time, but the amount is high, so they tend to be boutique, not more and more. They are low in shopping frequency, short in time, and more suitable for the class.

Therefore, high-end department stores are more suitable for value customers.

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< p > strong potential test time < /p >

< p > as we all know, when the urbanization ratio is low, residents enter the city, housing demand dominates, and when the urbanization ratio is relatively high, commercial real estate dominates.

A real estate researcher said that the level of urbanization in China is still relatively low in the two or three tier cities, and the urbanization rate in the second tier cities is just over 50%. The three tier cities still stay at about 40%, which means that the two or three tier cities in China also contain huge consumption potential, which is very conducive to the laying of the entities in department stores.

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< p > commercial real estate is developing faster than residential real estate. It also surpasses the speed of commercial real estate development in big cities in Europe and America. The residential property in big cities is nearly saturated, but there is still room for development in the North Guangzhou commercial real estate.

According to Ipsos research, the impact of e-commerce on physical shopping centers is going to be eliminated, more of which is integration and integration.

As we all know, the investment in retail and shopping malls needs a longer payoff period, and the market needs time to test.

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< p > besides, 12 enterprises in China are stepping up their overseas layout, including the future development of tourism real estate and pension real estate, as well as planned shopping centers and urban complexes. The target customers are mostly Chinese. How to accommodate these people's life experience outside the home is waiting for people to see.

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