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Brand Terminal Innovation Debugging Experience Service Personalization

2014/1/4 14:08:00 33

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> a href= "http://www.91se91.com/news/index_f.asp" > clothing > /a > brand circle is especially popular in this year.

Under the background of the rapid competition of the domestic clothing brands and the rapid growth of the market, the brand shuffle is inevitable. In this process, the brand occupies a place by its strong strength. It is obvious that the terminal is the winning link.

In the year of P, we witnessed the efforts made by the clothing brand on the road to fine operation. Through the innovation and adjustment of the physical stores and virtual technology, the brand terminals greatly promoted the development of single sales to diversified, humanized and compatible consumption patterns.

Especially during the rapid reform of consumer market, brands have taken advantage of terminal advantages to grasp consumers, and then win the market trust with good brand operation.

When p comes to the end of the year, we should review the brand promotion and innovation of the clothing brand in the past year, and we should carefully consider the market effect caused by various initiatives.

store terminal > /strong > /p >

clothing industry is becoming more and more fashionable. People pay more attention to dress requirements. Clothing brand has become a symbol of people's pursuit of fashion and personality.

In the growth and development stage of clothing brand, the brand must improve its terminal performance and focus on the terminal management of consumers.

store decoration rich /p >

store image as a visual presentation form, has a strong visual communication effect, brand through store decoration can convey brand culture and ideas to consumers, in brand culture is valued consumer market, brand display through the shop highlights cultural connotation is particularly important.

Good store decoration can not only enhance spiritual civilization, but also improve consumers' desire to buy.

take MTS banner as an example to carry out a deep pformation of the storefront.

The United States proposed the concept of experiential shopping, aiming at upgrading and upgrading the local culture with "one city, one culture, one shop, one story". At present, 6 shopping experience shops have been launched.

In Xiamen, the United States is building a strong southern Fujian customs; in Chengdu world center, it is built in the courtyard of the deep Kuan Alley and Zhai Alley; in Hangzhou Yanqing store, the central waiting hall is built.

Its essence is to call the consumer's memory with the scene experience and cultural connotations, close to the consumer's mind, thus forming "cultural heterogeneity", and get rid of the homogenization of image, display and sale.

obviously, as a real a href= "http://www.91se91.com/news/index_h.asp" > brand < /a >, image is indispensable and image is the face of brand.

The image of the terminal is always in contact with consumers. Its design, display and terminal packaging are all important areas of the overall image and brand communication. Therefore, the excellent design of the store image has become the most direct form to attract consumers to shop.

experience service personalization /p >

all visual elements such as store design, decoration, showcase, display, model, backplane, props, light, POP advertisement, product brochure, trademark and tag are a complete and systematic concept of visual marketing.

These factors, which constitute visual merchandising, affect consumers' individual experience in a comprehensive way in the dynamic consumption process of P.

Experience service is not just a simple shopping guide service, nor is it a simple sensory enjoyment. It is more about the interaction between consumers and brands.

P, Nike (Nike) brand recently launched its first Asian experience store in Wuhan, which sells new NikeID designs and provides more than 100 products. Consumers can design their personalized products with their names and unique figures, which will bring innovative consumption experience to regional market products and services.

brand should clearly recognize that it should not only be the clothing product itself, but should be a kind of values and lifestyle, and constantly pursue people's deep desire to completely satisfy.

Similarly, the experience marketing of apparel retail terminal should also appeal to the lifestyle pursued by consumers.

Experience consumption breaks the simple relationship between brand and consumer, and establishes closer interaction relationship.

< a > href= > http://www.91se91.com > > Custom > /a > project science and technology /p >

with the increasing individualization of clothing demand and the general improvement of consumption level, garment customization has become an increasingly popular way of consumption.

However, the traditional clothing customization often lacks the consumption experience and the mode is single. Therefore, many fashion brands will combine customization with technology, and increase the consumption rate through experiential terminal services.

J. Crew in the Columbus Circle store, there are 4 iPad Very Personal Stylist Service devices. Consumers can obtain matching advice on clothing from iPad, and can also arrange private modeling consultancy services by the on board system. These 24 hour standby dress consultants can even delay the time for customers to open stores or open shop early.

Incredibly, these services are provided free of charge by the brand.

London men's custom shoes brand The Left Shoe Company technology is more practical, using 3D scanning technology to measure the foot size of the customer, the craftsman can get very accurate data, tailor the most suitable shoes, and after measuring the size, the customer only needs to specify the shape, color and material, so that the size measurement is more accurate, and the shoes made are more fitting.

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"P" through experience and interaction, customization becomes no longer mysterious, and more close to the consumer, which makes us amazed that the role of terminal stores can be far beyond the imagination of consumers, which is the winning condition for the terminal stores.

virtual terminal /p >

today, in the increasingly fierce competition in the garment industry, many managers unknowingly fall into the vortex of marketing.

After trying all the tricks, it is still hard to break through the bottleneck of the market today, because more enterprises still stay in the original marketing stage.

In the new era of high technology, the terminal marketing of clothing should keep pace with the times and find new breakthroughs.

for clothing brands, attracting consumers into stores is important, but how to let these target consumers to buy products is the most important.

In addition to building the atmosphere of the terminal environment, technology can make it easier for the brand to lock in its target consumer groups and make a quick analysis of the market.

strong > CRM is more directive than /strong > .

there are tens of thousands of Chinese clothing brand enterprises, and new brands emerge one after another.

The external environment faced by garment enterprises is undergoing important changes: from product scarcity to competition, from production oriented to market oriented, from brand awareness to objective assessment of brand premium.

In this process of change, it is imminent to improve the management fineness of clothing enterprises.

At the same time, the vigorous development of the Internet and mobile terminals will make the brand message both positive and negative. It will be widely pmitted to consumers at the first time. In the face of such a situation, the brand must grasp this trend well.

Nowadays, many excellent clothing brands have realized the importance of interaction with consumers, such as adopting professional CRM (Customer Relationship Management) system to enhance interaction with consumers.

Coach as a leather bag brand, many need to match with the garment. Therefore, when the shoppers purchase, they need to provide professional advice on the leather bag's materials, functions, characteristics and other necessary information.

When introducing products, salesmen use CRM to provide customers with several possible suggestions for dressing and using occasions. Objective suggestions are also conducive to establishing a trust relationship between shop assistants and customers. This goes beyond the purely commercial "paction", which can improve consumers' purchase experience and enhance brand image.

we can see that the CRM system plays a huge role in maintaining the < a href= "http://www.91se91.com/news/index_s.asp" > Customer Relationship < /a >, providing consumers with personalized consumption experience and improving consumer loyalty to the brand.

APP application multidimensional /p >

speaking of APP, with the widespread application of smart phones, shopping APP penetrated into the shopping life of many consumers.

However, the brand swarm into APP, causing most brands APP to be submerged in mobile terminals, and few people use them.

by summarizing, brand APP with personalized and convenient service can make consumers use it for a long time. For this reason, some brands quickly adjust and update APP applications.

take the fast fashion brand, Gap and Banana Republic launch online reservation goods service "Reserve In Store", customers can use the mobile phone APP to preview the goods and make an appointment to try it on at the same time, within one hour, the customer will receive the email notification, the appointment dress has already been prepared in the designated store, as long as in 24 hours to shop try and wear, payment, you can save a lot of shopping time.

This kind of service can eliminate the worries of online shopping, such as the size is not consistent, the real product is not consistent with the expectation, or it is the problem of online paction security. It can also enjoy the convenience of online shopping and browsing quickly and without people.

it can be seen that the combination of mobile marketing and clothing brand will create endless creative sparks. In the war of clothing market, consumers will bring more brand interaction experience, and the brand experience will be greatly improved. It will also become a new highlight in the competition of clothing brand market.

Through cooperation with many well-known brands, mobile APP marketing also needs to follow the consumers' internal needs, more interactive, more personalized, and more able to stimulate interest in participation.

big data analysis accuracy

the advent of big data is quietly changing the brand's understanding of sales. No matter from data collection to massive data analysis, it will be carried out in an unprecedented way.

only for a shop, the operator can see the flow of the terminal store in real time, the customer's consumption in the store, the attention to the test products, and the consumption of VIP.

Retail analysis is not limited to traditional extensive data collection. Instead, it uses a more active way to record changes in each factor occurring at the terminal.

to predict a href= "http://www.91se91.com/news/index_s.asp" > market < /a > consumption trend quickly, the duty of ZARA entity shop salesmen is not only to sell products, but also to collect consumers' feedback carefully and pmit them to superiors at the same time.

After closing the store every day, ZARA shop assistants should make statistics on the purchase rate and return rate of consumers, and analyze the reports through the information system, and then pmit the data to headquarters.

All data can be shared by relevant personnel, including designers, marketing personnel, buyers, buyers and management.

Market sales information provides a basis for designers to design new styles. Volume and inventory rate are easier for headquarters to control the output of products. The aggregated data help managers make further decisions.

A convenient data system encourages everyone to participate in brand marketing and product development.

Electronic Commerce collects mass data of consumers' behavior more than ZARA, helping brands make reasonable production and marketing decisions.

It is reported that in the ZARA brand official website, consumers click every time to browse a product, the system will automatically record, the website will also count which product has a high click volume, and record and analyze the website language and size of the buyers. Through this brand, we can identify the important information of consumers' preferences, fashion trends and the physical characteristics of consumers in different regions.

for clothing enterprises, shops are the bearer and final inspection link of all front-end work. Store data is the hub and artery for all the data gathered in brand operation. Only when the terminal stores make profits, can the brand make profits.