Where Is The O2O That Retail Giants Are Testing Water?

The original intention of O2O is Online to Offline, that is, online to offline, and the ultimate goal is to facilitate offline consumption. And many entities only move offline goods to the online industry. In fact, it is not a real O2O. "Online entities can not play the online advantage of experience, and the price can not compete with professional electricity providers." In the retail industry analysis, if the final result is only to divert the offline customers to the line, such "O2O" has no meaning.

Many department stores have been making some new attempts in recent two years. For example, Tianhong Department has access to WeChat payment this year. WeChat can not only serve as a payment tool, but also act as a membership card to allow users to enjoy the preferential activities under the line. Yintai is working with Baidu to develop Wearable device BaiduEye. When customers enter the shopping mall, once they see the relevant goods, they will be able to know which clothing is the same star, and the parity function between the official website and the mainstream e-commerce website.

Wang Jianlin, chairman of the commercial real estate giant Wanda, also has a high profile that he wants to "be a real O2O". According to relevant reports, Wanda plans to invest 5 billion yuan in e-commerce projects, including the core part of Wanda business circle reviews, Wanda Plaza as the center of the social media group, catering, KTV and other businesses booking platform and the online membership card online and offline, and the purpose is to allow online drainage for the line, and ultimately feed back. Commercial real estate 。

"Online interactive activities can enhance the viscosity of customers. And the most fundamental thing is to optimize the offline experience for online customers to get to the end of the line. Retailers, such as shop space design, art display, unique brand goods, such as designer brands, are all the advantages that physical shops can attract consumers.

Many foreign countries Retail enterprises Earlier, it has caught the change of consumer behavior. Outside the entity store, the Internet has become an increasingly important channel for them to obtain commodity information, so they have stepped up the construction of the network channel.

As one of the first retailers to touch the net, Macy's Try to create a shopping experience for customers through multiple shopping channels. One of the services is that in Messi's department store and Bloomdale store, if a customer sees a product in a store or on the Internet, if the store does not have the right color or size, or does not sell the product at all, the salesperson can search the right products and place orders from the Internet, and deliver the products directly to the customers' home. "Messi"

Japan's department store group, Tai Po Sakamoto, has developed a geo based mobile phone game that successfully drained the store. When users close to department stores, they can not only get game props, but also shop bags and so on. Last year, three stores in Tai Po Sakamoto department store were promoted through the linkage with the game. During the promotion period, the price of the customers exceeded 20 thousand yen, and the sales promotion time of 6 days gained more than 60 million yen, and many new members were developed.