O2O In Department Stores Can Play This Way.

Take out your cell phone and sweep up.

In the two-dimensional code, you can see a wonderful video, tell you the story behind the brand, the inspiration of the designer, and even give a lively show.

This is a 1st Anniversary time special event designed by the flagship store in Shanghai's Times Square flagship store, which enables consumers to get richer experience and deepen their impression of the brand so as to attract them to buy the corresponding products.

This is not

An ingenious new way of playing? Many traditional department stores have been carrying out related attempts, but this is not easy. Through various kinds of micro stores, electronic membership cards and so on, can it effectively drain customers from the line to the line, and it remains to be tested by time.

Can this new and interesting interaction experience bring some inspiration to the retail industry?

In the store sweep the phone, you can watch the brand show.

Do you know how to buy O2O from a buyer's department store?

It co worked with the British fashion magazine "Because" to create a smart phone application Fashion Scan.

Customers can download the software free of charge, scan the unique logo in the store with the mobile phone lens to browse the lanecrawford.com.cn exclusive video clip - about 30 elaborate videos, which will introduce new women's designers, new trend of men's wear, innovative beauty equipment, etc.

Alexander Wang, Marc Jacobs, Kenzo, Proenza Schouler, Giambattista Valli, Stella McCartney, McCartney, Valli, e, e, e, t, e, etc.

You can also learn from these Fashion brand Scan brand designers.

While shopping and launching a wonderful fashion trip on mobile phones, this online and offline interactive experience is full of interest, allowing you to shift from brand awareness to store product concerns, resulting in purchase behavior - O2O's drainage from online to offline, and easy to achieve through this entertainment.

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. The core part includes Wanda business circle review website, Wanda Plaza as the center of social media group, catering, KTV and other business booking platform and electronic card members to get through online and offline, and the purpose is to allow online drainage for offline, and ultimately feed 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.

Through the game to the entity store drainage?

O2O creativity of foreign department stores

Many foreign retailers have caught the change of consumer behavior earlier. Outside the physical stores, the Internet has become an increasingly important channel for them to obtain commodity information, so they have stepped up the construction of network channels.

As one of the first retail outlets, Messi stores try to create shopping experience for customers through various 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.