Why Should The Electricity Supplier Fight For The Advantage Of The Entity Store Under The Line?

Online shopping is bound to become the mainstream trend of the present and future. I believe no one denies this.

However, in the electricity industry, starting from online stores, and then began to open up the line of real business cases are everywhere.

For example, the famous jewelry online shopping platform BaubleBar.

After the first artillery store operation in Manhattan, New York, BaubleBar, a jewelry business website, soon realized that the customers of real stores and shopping users were very different.

They found that although some jewellery is not a dazzling appearance, it is often ignored by customers on the Internet, but once placed in a physical store, it can get more attention at once.

Compared with online shopping, there will be more female customers buying more necklaces in the real store to match them conveniently.

Daniella Yacobovsky, co-founder of BaubleBar, thinks that perhaps the most important difference is that in a physical store, the number of jewellery customers buy at a time is usually three times that of customers online.

For this phenomenon, she said: "such an opportunity to perceive and feel our products is of great value in itself."

BaubleBar is the first jeweller who has stepped into the Internet world. In the past three years, he has made great efforts in the field of electronic commerce.

Since then, the company is not limited to the online sky, but has chosen to set up a physical store into reality.

Online shop "new generation": redefining retail industry with unique experience

The new generation of online retailers soon became a strong challenger for traditional businesses like WAL-MART and Best Buy.

From the point of view of the sales revenue of the entire retail industry, e-commerce accounts for a very small proportion, but with more "grounding" to expand its business, many e-business websites are looking for new ways to stand out in the fierce competition in the retail industry.

Today, many online retailers absorb the experience of traditional retailers, and have launched a private shopping experience that can not be imitated by tablet and smartphone.

Customers have the chance to try on clothes or try other products. They will not be annoyed because they feel that the pictures on the Internet are not compatible with the real objects, nor will they be suspicious of their shopping choices.

Analysts believe that this more emphasis on store experience means that the definition of successful retail business is changing.

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According to Anne Zybowski, deputy director of Kantar Retail, retailers will inevitably become more elusive. The convenience provided by the new generation of online retailers depends on different situations.

"One way of doing this is to bring convenience to customers this week, and it may not be used next week."

In addition, Harry s recently raised $123 million in venture capital, which shows investors' confidence in the high-end male shaving supplies business.

The company's first physical store was set up in SoHo District of New York last year, and it did not sell razors and shaving cream as traditional shops did.

Harry s's Joint Executive Andy Katz Mayfield (Andy Katz-Mayfield) revealed that their intention was to build a shop similar to the community store.

Mayfield said: "this is not to create new channels to sell goods.

For us, the purpose is quite different from providing a truly extraordinary experience.

Using the real world space to create an unforgettable unique experience is the core motivation of many online retailers claiming to explore the physical store.

Jennifer Hyman, chief executive of Rent the Runway, said that customers of their company's stores can get special experience that they can not have on the Internet, including temporary folding or adjusting the details of chain links. The stylist will also provide advice to customers, which may make retail jewelry become a new brand after being changed to Runway.

The "shopping guide" mode is not only trading volume and sales volume, but also increasing sales volume.

Bonobos, a Menswear online retailer set up in 2007, also discovered the key to running a physical store.

The company has set up a small exhibition hall called "shopping guide" to allow customers to use all kinds of clothes there.

Ross Martin, 27, is a customer who benefits from the shopping guide mode.

Because he's going to have a wedding this weekend, and he can wear his own dress

Broken, so he urgently needed to buy another dress before the weekend to attend the wedding.

Martin said, "I checked the clothes provided by Bonobos on the Internet, but I could never find the brand that suited me."

Later, he went to a shopping guide.

After trying it out there, Martin was more confident that he could find the dress he needed quickly.

The shopping mall is very small, and there are only one set of clothes in different sizes.

Customers can try to wear different sizes of clothes first, and then place the order online with the help of shopping guide.

Within two days after placing the order, Bonobos can deliver the goods to the door.

In July this year, Bonobos announced that it plans to open more than 30 new shopping outlets by the end of 2016, almost four times the existing ones.

The sales volume of the shopping guide for the company is two times the average size of the online order, and the sales volume of the shopping guide is two times that of the online sales, and the sales of its shirts are 50% higher than that of the online sales.

Bonobos is able to reduce the cost of online marketing by half, thanks to the growth in sales performance of shopping guides.

Some online retailers choose the way to borrow chicken and eggs, and they work with existing stores to integrate into the store business.

Etsy, a handcraft trading website, has set up an online wholesale market, a link between online shoppers and real-world boutiques and chain stores.

In this market, every wholesale purchase order of retailer Etsy is charged at 3.5% of the paction volume.

Displaying goods in physical stores has sometimes become a feature of Etsy brand.

BaubleBar has a partnership with the two major retail brands, Nord and Anthropologie, so its products can be sold in two brand stores.

Recently, they have closed the New York store which is located in the company headquarters, but the entity store can also provide important help for them to launch the business strategy of physical shopping.

Talking about why the New York store closed, Jacob Boff J Ki explained that "we need to get back office space when we grow up."

BaubleBar will continue to look for opportunities to sell other offline products, including the establishment of independent retail outlets, she said.

The standard of success in physical stores may no longer be so simple.

Simeon Siegel, a retail analyst at the Japanese brokerage firm Nomura, thinks that the definition of successful retail entities is changing. The redefinition of this success is a new trend. Retailers who are on the Internet can be the pioneers of this trend. Simeon Siegel,

"Sales per square foot used to be the most important measure," he commented. "Now you will find that operators avoid it."

In other words, judging the success of a physical store may no longer focus on how much profit the store brings, but how much it plays as a tool for brand marketing.