Department Store Technology Innovation To Enhance Performance

Not long ago, an urban department store came up with the news that "single day performance increased by 10 times over the same period". This is particularly valuable for department stores that are still moving in the cold winter. This time, the promoter of such a performance is not dependent on the traditional advantages of department stores, but from "electronic envelopes" and WeChat platforms.

Obviously, traditional department stores clothing In the integration with e-commerce, it is still in the exploratory stage. Many stores are making new attempts on WeChat, and find an optimal balance online and offline.

The development of new technology has replaced the traditional paper discount coupons, and even the VIP cards have been transformed into electronic VIP cards at "zero threshold". In the future, the new consumption mode will gradually emerge. Consumers in the Internet age will be the important force for the future layout of major department stores.

Electronic envelopes bring about 10 times growth in performance

When she learned that her VIP guest was 500 yuan, Miss Qian did not believe this "windfall" was the initiative of Hangzhou Tower. In February 27th, all the VIP guests at Hangzhou Tower were told that VIP had made 500 dollars for the sale of the "electronic red envelope", worth 500 yuan, to all VIP guests.

The scope of "electronic envelopes" is set up in children's stores, mainly in children's clothing, children's play and other categories. For example, you see a 1200 yuan children's coat. According to the "500 yuan to 100 yuan" discount, you only need to pay 1000 yuan, and the remaining 200 yuan is deducted from the "electronic red envelope".

"I feel more curious about this new way of buying. The 500 yuan electronic red envelope is not as troublesome as the paper coupons distributed before the mall. I just take the VIP card with the discount discount, and the Internet is developing so fast that the department store should keep pace with it." Miss Qian said.

It is reported that this "electronic envelopes" payment of new consumption patterns, so that many guests have experienced a lot of shops. According to the statistics of Hangzhou Tower, the sales volume driven by "electronic envelopes" on the day of February 27th surprised everyone, "almost 10 times of our usual performance, better than any 61 quarter of any year." Hangzhou Tower head of the planning department said. At the moment, the 38 quarter is almost there. After Hangzhou Tower, the Hangzhou Tower has begun to launch the "electronic red envelope". This time the number of visitors to Cary has increased to 1600 yuan.

Electronic VIP card, no card consumption will come?

If the "electronic red envelope" is just an electronic operation added to the promotional session, a more daring step behind it is even the product of your VIP card in your wallet.

At present, many department stores and brand businesses use the WeChat platform to launch the electronic version of the VIP card. They do not need to go to the shopping center to fill in personal information, nor do they need 10 Yuan plastic card cost. The setting of "zero threshold" and the minimalist operation experience attract many guests.

"Just now in WeChat platform monitoring, the number of users of Hangzhou Tower's electronic VIP card has reached more than 1000 people a day," he said. Hangzhou Tower head of the planning department said. You know that when 1000 fans join in the department store just wading through WeChat platform, it takes a month to accumulate.

Once you have an electronic VIP card, whether it is integral enquiry, free parking, or the use of "electronic red envelope", it will be completed by mobile phone, so the electronic operation mode is saved. Market Besides, the cost of making VIP cards creates new consumption experiences. Many people guess that the era of no card consumption is close to us.

Under the new technology, department store layout for the next five years.

"We are talking about cooperation with Starbucks. Starbucks uses WeChat to make its membership card. It can recharge, store value, store value and then settle accounts and consume." This is mentioned by Ma Huateng, the head of Tencent, in his speech recently. Obviously, this business mode thinking coincides with the effect that the department store wants to achieve through new technology. If the entity store and online platform achieve a win-win situation, the new consumption mode will be opened.

In the future, customers in department stores can choose goods and pay for orders based on mobile phones alone. What the market needs to do is to provide unique value-added services. However, some people are worried that the customers who are attracted by WeChat marketing are younger and have less purchasing power and loyalty. Is such a group valuable for shopping malls?

"At the moment, customers who are attracted by new platforms such as WeChat may not be the most important target customers, but customers are growing. In five or ten years, consumers will become the main customers of department stores." Analysis of the industry.

With new technology platform, department store clothing Clothes & Accessories There are more things to be done in the future, and the innovation of consumption patterns will also affect our lives more clearly.