Private Service Or The "Sword" That Breaks The Dilemma Of Department Stores.

Recently, Selfridges, a London department store, has cast its eyes on male consumption and targeted services for such consumers.

For a long time, Selfridges, like many department stores, has dominated women's clothing and women's products.

This newly launched male private shopping center is the latest change, and is expected to bring more people and profits.

Selfridges hopes to make better use of the advantage of the physical store, expand the two floor of flagship store in Oxford street, London, and set up a male private shopping mall in a hidden corner of the men's clothing designer's brand department.

The total space of 120 square meters contains 3 simple and elegant suites, which are divided into 3 colors: red, green and blue.

Joe Ottaway is the director of this male private shopping mall.

For any customer who comes for the first time, Ottaway will spend 10~15 minutes to measure his figure and chat with him to understand his character and habits, so as to determine which brand is more suitable for him.

All of these user data will be stored in the Selfridges archive. When the new products are on sale, these fashion consultants can make targeted recommendations at the first time.

In fact, men need guidance more than women.

Ottaway obviously noticed that since there are specialized male private shopping rooms, male customers often choose to stay in the suite, waiting for the fashion consultant to send the selected clothes to them, and all of them are placed in a drawer like platform.

Although at present

Far from being able to go beyond women's clothing to make huge profits for the market, Selfridges has already realized the potential growth of the market.

Selfridges hopes to speed up the growth of men's clothing and the male lifestyle consumer market and invest here.

It also invested in a department store that provides men's private shopping services.

Another case is a APP called NM Service.

Neiman Marcus from luxury stores in the US uses mobile terminals, product recommendation and private exclusive shopping services, according to consumers' past experience.

Provide relevant latest product information.

This APP also enables consumers to know the information of the current store cabinets in each store, and sends messages and appointment services to their favorite sales assistants.

NM Service App, in accordance with customers' past shopping information, grasps consumer preferences and pmits data and discounts that may be purchased. When consumers choose their favorite products, the sales assistant can also know what customers choose.

By serving your own shop assistants, creating a personalized shopping experience, the consumption process will be more enjoyable.

Simple use and customized advertising information can also improve consumers' willingness to shop.

Of course, no matter what it is.

The male private purchase assistant, or the mobile application of Neiman Marcus, this long-term business model requires a large amount of capital and manpower input. Generally speaking, it is suitable for large department stores with strong strength.

However, the "short line" form is indeed operational.

Selfridges department store recently launched a shopping free service to send customers home.

During the Christmas season, customers can enjoy BMW yellow Mini Cooper's home service as long as the customers have a full stipulation of Selfridges consumption.

Paris's Lafayette department store and its service website Airbnb cross boundary cooperation. Through Airbnb, the successful customers have the opportunity to spend eight hours at the eve of the winter promotions to stay at the department store for an unusual shopping and overnight experience. Before they check in, they can also enjoy the welfare of one person visiting the old Buddha, accompanied by the guidance of exclusive shopping guide.

Obviously, the traditional use of e-commerce and offline mode is no longer applicable, because these traditional models are based on volume based extensive marketing, in short, product centered weak relationship marketing.

The private service marketing mode focuses more on interaction with customers, as well as personalized services provided. Product sales are only accessories.