Looking At China'S O2O Mode From The Perspective Of Retail Channel In The US

< p > < strong > domestic a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a > operation how to play? < /strong > /p >

< p > at present, many department stores in China have started the "O2O" experiment. From these cases, we can roughly conclude two characteristics: < /p >

< p > first, it basically depends on the products of Ali or Tencent.

The operation contents usually include: concession, diversion, mobile payment, membership and management. Later, it will extend to CRM management, data analysis, member precise management, but still focus on marketing level; < /p >

< p > Second, the core O2O experience mentioned in all cases is dependent on platform products in application scenarios, and has limitations in natural and common sense experience design.

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< p > in order to further understand these characteristics, we can take a look at the typical two application scenarios of domestic department stores: < /p >

< p > < strong > scene: the business design with < a href= "http://www.91se91.com/news/index_c.asp" > mobile payment product < /a > is less than /strong > /p >

< p > this scenario is usually provided by mobile payment enterprises with a subsidy or rebate allowance, and businesses provide support for some commodities and operation links, and the two sides jointly carry out marketing and publicity.

When a customer decides to buy a product in a physical shop, he will take the small ticket to the cashier, and choose some mobile payment when he pays.

Of course, a better one can be paid in the counter, but the mainstream mode of domestic department stores is joint venture. In order to control the "run list", basically it is a unified cash register.

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The biggest problem in the P scenario is that it does not significantly improve business efficiency. When the discount and activities are over, it is often difficult to continue because it is not natural and common sense experience design.

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< p > < strong > scene two: virtual goods wall two-dimensional code purchase business design < /strong > < /p >

< p > this is a relative closed loop business design. The entity store puts some promotional products on the virtual wall and generates two-dimensional codes.

When customers scan the two-dimensional code and complete the mobile payment (the mobile payment is a common sense link in this scenario), they need to choose their own delivery or express delivery.

If you choose to mention it, you must show the paid certificate to pick up the goods at the counter.

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The trouble with the P way is how to verify the counters. It is necessary to install mobile terminals or fixed terminal devices in the counters, and the corresponding background system.

It can also be arranged in customer service uniform picking up, or focusing these promotional items on a specific counter, but the details of the operation cost and business fluency are not ideal.

If you choose express, this scene becomes very interesting: why not go shopping through online shopping mall instead of going to the physical store to make such a mess.

The main problem is the setting of the shopping scene, which is not in line with consumers' consumption habits and real needs in the physical store.

At the same time, the commodities used for promotion are only launched when they are engaged in activities, and it is difficult to form sustained business.

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< p > and if the department stores use these promotional products for the two-dimensional code sale of virtual wall, it is very similar to some traditional department stores in the entrance of the "promotional flower car", is a very harmful operation measures.

Because promotional products should follow the line layout of the physical store to guide visitors to browse in the store, which is also a common sense of retail operation.

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< p > < strong > How do us department stores design "a href=" http://www.91se91.com/news/index_c.asp > full channel business < /a >? < /strong > /p >

Like P, just like their universal values, any industry in North America will put "commonsense" in a very important position when doing one thing, and the department store will not be an exception.

When designing an innovative experience, enterprises will give full consideration to the most natural state of consumers, rather than forcing the habit of changing some habits as the starting point.

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< p > if you have the chance to walk into Messi store in Herald Square of New York and experience their application scenarios after deploying IBEACON, you will understand the meaning of "nature" and "common sense".

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< p > in IBEACON, this Bluetooth Based indoor positioning solution is the first stage. There are not many scenes that consumers can experience at present, but they are very practical.

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After entering the store, consumers will be prompted to turn on APP and complete the two-way confirmation check-in (which is the core step to respect the privacy of consumers). Then the sensors will push the promotion information and electronic coupons of P.

After entering the browsing line, you can browse the sales situation and inquire further information from the APP of your smartphone in every area, such as evaluation, commodity raw materials and price comparison.

And this step can naturally link to virtual channels and various social media, and complete seamless pfer between channels.

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P > the experience based on this technology will be gradually deepened.

In terms of payment, customers will be able to sweep the bar code on their own after completing the purchase option. They can also be paid through the traditional or non-contact electronic wallet at some set or unattended checkpoints through the completion of mobile payment.

In terms of shopping experience and management, customers can set up their own attention products and some hints in advance through APP, and will get relevant information after entering the physical store.

For example, when setting up "evening wear", when entering stores and related products, they will get accurate prompts and corresponding promotional information, or even special discounts or electronic coupons for specific consumers.

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< p > overall, as far as the present state is concerned, the core of North American operation is around "commodities", and it is "natural" to adopt new technologies and improve consumers' experience.

The core of domestic O2O operation is to focus on "marketing activities", aiming at changing consumers' habits and passenger flow paths through preferential or electronic coupons.

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