Is The Ultimate Goal Of Promotion Experience A Traditional Retail Outlet Suitable For O2O?

Transformation,

This is the hottest word at the moment. Traditional businesses are in touch with each other, and new business enterprises are setting up offline stores. The integration of online and offline businesses is considered a way out for future commercial competition.

Therefore, a large number of enterprises began to seek pformation. After a period of time, there were few successful cases. Instead, they formed a lot of grief.

Retail industry is the most extensive area. Clothing, home appliances, 3C, home and other daily department stores are listed in it.

The development history of retail industry can be traced back to the fact that human beings began to have trading behavior.

When equivalent commodities and currencies are exchanged, this is a standard retail trade.

But not for long.

After the rapid development of mobile electricity providers, the traditional retail industry has been greatly eroded.

The reason is: 1, online products are basically homogeneous with offline; 2, compared with offline stores, the cost of online products is lower, so the price of the same commodity is cheaper; 3, online shopping, door-to-door.

You can get goods without leaving home.

Several comparisons have been made, such as Taobao, Jingdong and so on.

Traditional business line stores were seriously injured, so they began to compile, lay off, close shop and slump.

Until

The concept of entry into China is regarded as the gospel of traditional enterprise pformation.

When the traditional enterprises begin to think wireline, and dream of using the resources of offline stores can quickly promote the linkage of brand channels, increase communication and interaction with consumers, and then achieve brand breakthroughs, sell products and so on, all the good wishes of the radical traditional enterprises begin laying online channels; but the author believes that the current form of view is that traditional enterprises are not at all essential. Whether they build their own online platforms or choose cooperation with large platforms, the way they choose can not really play a good role, let alone the win-win situation between online and offline.

In the final analysis, the following points have gone wrong, and the direction of thinking is wrong.

At present, there is a popular idea of traditional enterprise pformation, that is, we hope that we can rely on online resources for drainage, but actually, whether online drainage or offline development, radiation is actually a fixed number of kilometers around the store.

From this point of view, what is the role of drainage? What is the role of line picking under the line? And more enterprises, in order to enhance online consumption performance, laying Wi-Fi in the shop to indicate that consumers can deliver goods to the home through the network, so what is the significance of this? Why do we not think of promoting consumption in the store while guiding the online ordering?

Now many traditional offline stores are trying to set up offline experience hall.

When it comes to experience hall, it weakens the function of paction.

But what is the meaning of the offline experience hall? Originally, it is a frequent consumption commodity for clothing, and the demand of consumers is very great.

But once we enter the experience hall, consumers will just experience the Wi-Fi in the store, try it on, and then be guided to consume online platform, which is a test for the offline experience hall.

The author believes that although the experience hall is only a concept, now the clothing and retail O2O are being controlled by the so-called Internet thinking, so that the traditional channels under the line are weakening, and the sales performance under the line is becoming more and more depressed.

What is the real Internet thinking? Openness, equality, sharing and collaboration.

It is the use of Internet channels to spread brands, sell products, gather a group of fans, and make use of internet fans to sell and share.

What is the O2O under the Internet thinking? I think O2O is a model that can solve the traditional consumption pain point.

You don't have time to go shopping, and then discover your favorite products through the Internet, place the order, and pick up the items on the line.

Consumers get convenience, and businesses get consumer data and paction volume.

Therefore, whether online or offline, upgrading service experience is only a means to achieve the purpose of paction, and the opening of experience hall is absolutely not accumulation, but can effectively attract the improvement of consumer pactions.

So instead of guiding the user in two directions, think about how to stay in different channels better.

The meaning of this sentence is that the meaning of O2O is to do increments, not just to play a coordinating role.

Although in fact, online and offline integration is bound to distract users from the original channel, it will also lose customers due to other objective factors.

But the market capacity is large enough, and the demand of consumers is enough.

How to stabilize old customers while developing new customers is a matter for enterprises to think about.

The author thinks of several points for reference only.

1: the implementation of member points system, regular organization member special activities.

Separate online and offline.

2: establish online communities to form interaction between businesses and consumers, consumers and consumers.

3: online open C2B customization plate, vote for the selection, the first ten of the score for mass production (suggest a small amount), through the crowd raising way to carry out commodity design, reduce the cost of enterprise design; at the same time, consumers can choose more products, and appropriate to provide the design initiator certain practical reward;

4: enhance the attractiveness of the shop under the line, such as redecorating, Wi-Fi providing, measuring services and so on.

5: credit card users online to score points or cash rewards, the actual call is better than anything else.

There are many similar ways. The most important thing is that consumers can see the actual "benefits", get the most appropriate suggestions, and encourage them through pactions, encourage them to share online, and encourage their word of mouth to spread to the bottom line.

Again, the implementation of O2O plays an incremental role for enterprises.

Especially for traditional enterprises, after grasping the most complex offline channels, the online part is not so complicated.

As long as we solve the pain point of consumers, let consumers find the actual "interests" of various channels.

Before contacting consumers, how much do consumers want? What does the enterprise need? On this basis, whether it is through the online pformation, or by making up the shortage of online channels, it is enough for consumers to get practical and practical.

Is the traditional retail industry suitable for O2O? Do you have the answer? The answer is that every industry is suitable for O2O, but it is necessary to find the value meaning of the connection between O and O.