How To Do Experiential Retail Stores Well

China Fashion industry It has entered the era of experiential retailing. The "experiential retail shop" is characterized by customer experience as the core business management mode of retailing. It aims at achieving a high degree of loyalty from the needs of customers and winning customers for life.

"Experiential retail store" is different from the previous retail business mode. The core difference is that in the past, retail sales were based on the brand merchandise as the core to carry out sales and satisfy the needs of customers. The core of experiential retailing was to satisfy the needs of customers from the perspective of customer experience, and in the process of creating value for customers, customers were no longer passive and given roles but actively participated in them.

　　 Consumer demand spawned brand experience

Each consumer's consumption behavior is different. Everyone's needs are different from others. Meanwhile, each consumer expects his own needs to be satisfied. Every consumer also attaches great importance to his personal needs and expects others' attention. These are not difficult to understand and very important.

Consumers are the proponators and leaders of the industry. In the stage before the experience economy, due to the restrictions of technology or production efficiency, they can not satisfy the individual needs of each consumer, so consumers can accept a compromise scheme with great magnanimity, and the product cards meet the general needs of some consumers in the form of market segmentation. Up to now, technology has already had the ability to meet individual needs (especially the development of network technology). Therefore, the transformation or evolution of the industry is very natural and the direction of the future is quite clear.

Consumers' consumption behavior is increasingly showing preferences such as personalization, emotion and direct participation. Attention also shifts from focusing on the transfer of clothing products to the acceptance and wearing of brands, as well as the need to manifest individuality. At the same time, consumers' psychology of "individuation" in the process of receiving products and services is increasing day by day, hoping to gain more dominance in the process of consumption. This makes consumers not only pay attention to what kind of clothing they consume, but pay more attention to the experience or feeling when buying or wearing clothes. In view of the change of consumers' buying behavior, the terminal should create a good customer experience and find valuable marketing opportunities.

In a world ruled by consumers, brands no longer provide products with functional characteristics, but provide customers with a rational and sensual level of experience. The traditional brand management mode is more and more challenged. If we want to integrate into the daily life of our customers, we need to use various ways of communication, interaction and contact to provide a complete experience. Brand experience has become the first element for consumers to identify, perceive and identify brands. You know, experience is the panacea for the homogenization of clothing.

Experience the trilogy

Experiential retail has three indispensable components. The first is the "experiential" business environment design, the situational terminal, also called the clue of experience, that is, the inducing factor that can attract attention and carry out experience, is the exterior and the most superficial aspect.

The second is brand experience, which is the design or management of process. This can also be a figurative analogy, just like a journey. According to the destination, itinerary, accommodation, diet, tour guide and so on. If there is any improper arrangement, a bad experience will have a great impact on the whole journey. Even if a person's free travel, as long as we hope to get a good experience, we need to plan and arrange ahead of schedule.

Experience design is a problem that management needs to solve, that is, experience strategy planning. The implementation of experience depends on the implementation of terminal personnel, concept guidance, tool assistance, supervision and execution, which is a must kill skill for retail personnel.

The third is the soul, often called " theme " Because the soul of the brand is the core of the whole experience. If you don't want to go deep and steal, you will be able to tell the theme. The soul of experience is actually the essence of brand culture, which is the core connotation of the brand, and it is shown that the retail terminal is the theme of the experience.

The general experiential theory basically consists of the first two parts, but the third point is "the soul of experience". The real good brand should be highly consistent with customers at the soul level.

From the brand's life course, the longer the brand's life time and the greater the brand influence, the greater the reverse resistance. Just like Pyramid, to reach the top of the height, there must be a huge base support, so the social resources consumed by such a brand are bigger. For example, in the key resources such as customer loyalty and suppliers, it is natural for customers to occasionally visit a brand retail shop. However, it is hard for customers to enjoy a brand continuously or even for a lifetime. It is hard to achieve without continuous investment and strong resource aggregation. And the integration of all key resources is not simply a matter of interest, but only by the level of the soul.

For example, in order to reverse the adverse effects of the external environment on the industry, the management of the US group has constantly adjusted the original business ideas and behavior patterns, launched the channel reform in a timely manner, and the innovation transformation of products and shops has achieved initial success in the direct operation system. In the layout of the store, the United States insists on the "one store one scene" experiential shop model, which will open such an experiential shop in the direct city, and in the next three years, it will upgrade the experience shop mode in the whole country, including joining and direct shops. In addition to the continuous enrichment of product structure, the experiential store of mus bond can also realize the two-way interaction between e-commerce and physical stores, and seize the soul of experience.

　　 Terminal experience marketing Implementation Seven steps

First, identify target customers. Before implementing experiential marketing, customers should be subdivided, and different types of customers should be provided with different ways and different depths of experience. At the same time, for different customer groups, there should be a priority. Under normal circumstances, people with strong receptivity and easy to influence others should be targeted customers.

Second, understand the target customers. Analyzing and understanding the needs of customers is the key to success. To make the experience achieve results, we must have a detailed and in-depth analysis of the target customers, understand the characteristics of the target customers, where the demand is, what they are worried about, what they are concerned about, and where the customers' pain is. In short, the more in-depth understanding of target customers, the easier it is to achieve good experience.

The third step is to focus on the themes and specific indicators of the experience. Experience must be focused on one theme, not everything. Without the theme, the result will not reach the goal of marketing. Underwear brands can design experience activities around culture, health, fashion, art, etc., and create and describe a story or a theme.

To focus on theme experience, specific parameters must be set up so that customers can make a good or bad judgement based on these parameters after experiencing. All these parameters were designed by Brand Company. When designing parameters, we should analyze where the customers' demand contacts are, and make quantitative analysis of these contacts.

The fourth step is to design environment and experience for customers. After understanding the customers, we need to consider how to get customers' attention and attract them to participate in experience and interaction through specific clues. Environmental experience is the most common way. The design environment experience must stand in the customer's perspective. The designed environmental experience should create a good experience atmosphere, be able to meet the aesthetic taste of the target customers, care for the inner feelings of the target customers, and satisfy the emotional enjoyment of the target customers. Terminal environment experience design includes two parts: clothing merchandising and atmosphere creation.

Fifth, let target customers participate in the experience. The protagonist of this stage is the customer, but the journey of the experience can be set by the brand, the brand should do the related services and record the information of the experience journey. Experiential journey is the focus and main part of experiential marketing, which takes the most time and resources. This stage will affect the judgment of customers.

The sixth step is to let customers share their experience. Consumers naturally have the desire to socialize and share. In the process of marketing, brands should strengthen the management of communication and encourage customers to share and disseminate good experiences, which are important means to establish brand influence and reputation. When negative experience occurs, we should make timely compensation to control its spread.

Seventh, carry out experience evaluation and plan for improvement. Assessing the entire experience journey is a very important step in experience management. By comparing with benchmarking brands, we can find gaps, analyze the reasons and find ways to deal with them. Where to do well and where to improve? On the basis of assessment, work out the next step of improvement plan.