Brief Analysis Of Closed Loop Indication Of Retail O2O

Today, the cost gap between e-commerce and physical stores is shrinking, and consumer experience and services become the key.

Therefore, I would disagree with the pessimistic attitude that retail entities will become the accessories of the expansion of e-commerce.

If the retail entity can clearly position, recruit talented people and take the initiative to attack, enhance the consumer experience as the goal, seek breakthroughs in the four aspects of infrastructure, technology application, supply chain management and fan service, and its position in the O2O alliance layout is worth our wait and see.

Technology application.

As a key node equipment for all channels, the popularity of smart terminals will make it possible for consumers to experience seamless skipping in various channels.

Correspondingly, for domestic retail entities, single product management is a prerequisite technology. Indoor positioning technology, such as Wi-Fi positioning and iBeacon, is the key technology to achieve natural and smooth full channel experience.

For example, indoor location technology can not only display the direction or distance that users are interested in through real scene navigation service, enhance consumer shopping experience, but also help retail entity enterprises analyze product and product layout based on spatiotemporal commerce, including accurately collecting consumers' stay time and route in different brands.

In addition, compared with App or WeChat public address, the application of indoor positioning technology can send marketing information to specific users at specific times and specific locations, avoid mass harassment, and truly achieve precise marketing.

In fact, without the support of corresponding technology, O2O of any form of retail entity can only be carried out at the marketing level.

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With the increase of paction scale under full channel operation, both e-commerce enterprises and entity retailers will feel that the core value of O2O is not the diversification of channels, but the overall pformation of the supply chain.

For the O2O practice of retail entities, although the electricity supplier has shown unprecedented enthusiasm and superiority in the practice of O2O, we should not be too pessimistic about the O2O of retail entities.

The essence of O2O is offline to online, offline is offline experience, online is the supply chain processing of the back end.

This also means that in the O2O practice of retail entities, it is necessary to upgrade the supply chain management to achieve the demand for the goods that are needed by the entities in the physical stores to be delivered to the designated stores directly or directly from the warehouse, so that the orders can be tracked in real time, and the return of the virtual channel orders can be completed at the store.

Therefore, it is the most fundamental and critical step to improve and enhance our supply chain management capability as soon as possible.

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As mentioned before, O2O practice tends to emphasize interaction and precision, while O2O mode is truly realized through infrastructure.

First of all, IT infrastructure investment to ensure the stability of offline operation and customer experience.

In 2012, the popularity of O2O in the catering industry led to the purchase of a large number of advanced CRM systems serving the offline catering businesses and low-cost equipment terminals.

For the retail industry, It infrastructure investment is also the foundation for the upgrading of supply chain management.

Secondly, it is the input of virtual infrastructure, which ensures the online and offline payment system and the smooth flow of membership system.

These inevitably require the advantage of Internet companies, and retail entities should take the initiative to layout their business scenarios according to their own business categories and combinations. With the help of Alibaba, Tencent, Baidu and other Internet giants, O2O will operate.

Otherwise, the backwardness of the terminal infrastructure and the blocking of the virtual infrastructure system will make the retail entity's pain in experience and management still unresolved.

(understand how Internet giants operate O2O, see Jiang Hongjun's new book biography of heroes in Chinese Internet business).

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As we all know, fan marketing has created the brilliance of millet today, and the membership system of retail entities has become the biggest resource for fans marketing.

When the retail entity lets consumers truly feel the services that can not be provided by online or other channels, the value and advantage of the retail entity can be truly realized.

In fact, whether the convenience is improved or the technology of holographic projection is mature, online shopping can never completely replace the offline experience of retail entities.

Then, how to convert ordinary consumers into loyal customers, then upgrade to fans, and be willing to share in consumption, is worth every retail entity to ponder, and this is not just a simple member exchange.

"Fans" represent a kind of consumer trend nowadays -- participation, emotion and circle of consumer clusters. From the experience of millet fans marketing, we can find that the secret to marketing fans is not to be cool, but to place themselves in them, to understand their feelings and preferences and become part of them.

This kind of marketing is not a short term, but a long-term maintenance of the relationship with consumers. It is a kind of humanized service.