Interpretation Of IKEA's O2O Basic Skills

Behind the author's shopping experience is the prototype of IKEA O2O:

(1) the price system is uniform and transparent. IKEA is a proprietary mode, including the front-end marketing system and the supply chain of the back end. The result in front of the industry and consumers tends to be the unity and transparency of the price. Although this is not necessarily a prerequisite for O2O, many enterprises are often stagnant on the road of O2O.

(2) Official website Display the goods on the bottom line. For lack of Information proving It is not yet clear that all the products of IKEA are displayed on the website. However, some of the best selling products that I have noticed are displayed on the Internet in the form of live shots or effect pictures, and are displayed in the local IKEA stores.

(3) official website not only shows commodity In order to cultivate the experience in a physical store. The important factor that constitutes a successful experience is that it must have the effect beyond the psychological expectations of the customer. Judging from the single item, the display effect of IKEA is often poor. If customers cross the physical store experience and purchase IKEA products online, the identification of products through the "compartment experience" in the model compartment of the store will often be a kind of destruction.

From this shopping point of view, the author is absolutely inferior to IKEA. Let's not talk about the fact that the gross profit of IKEA is lower than that of other domestic furniture stores, and even the fact that IKEA stores are sold abroad. If we take the eyes of many people in the industry, the price of the 399 yuan per passenger will be lost if it is pointed out in every single transaction of the promotion and store cost.

In fact, is IKEA losing money? It's hard for us to know. But from the transaction mode just now, we can see that IKEA has hardly paid the promotion cost. Because the author is based on the impression of IKEA brand, think of IKEA and then the final shopping order, that is, generally belongs to the electricity supplier community said "natural flow" or "natural passenger flow". These so-called natural tourists include: small white collar workers who go to sleep at noon, people who eat meatballs or hot dogs of several dollars, buy coffee for their children's relatives, and eat for the cheapest foreign food.

From this point of view, IKEA has paid a lot of opportunity income for acquiring and maintaining this natural passenger flow, because IKEA sells some goods and services to consumers in the way of not making money or making less money, which also gives them a good impression in courting them. Over time, with the spread of word of mouth, consumers will not "invite" themselves. The abundance of passenger traffic has created a traditional home business ecosystem for IKEA, and it must be noted that this is a pure line ecosystem.