How To Create O2O Line Experience For Traditional Enterprises

On the Internet, the online marketing of millet is just a gimmick, while the sales volume of 70% comes from offline channels; music, as the new TV entertainment subversive, is also vigorously developing offline channels - looking for super partners; for example, Ali, Shun Feng and Jingdong have started the competition for the last mile; Tencent, Wanda and Baidu have jointly started the O2O layout.

This highlights the importance of offline locations in the mobile Internet era, and shows that companies are right.

The attention of the channel under the landing line.

The Internet is not only a mode of thinking, but also a brand new productivity.

The more the Internet develops, the less the offline channels will be for the traditional enterprises. On the contrary, they will become more important for the needs of experience, exhibition, emotion and interaction because of their development.

For traditional enterprises such as telecom operators, in the concurrence of Internet companies, the high-quality entity channel network is the most valuable resource of O2O. It is the most obvious advantage of telecom operators: quantity, layout and personnel resources.

In the competition and development, it is precisely the important potential energy of telecom operators relative to the Internet enterprises to do well the pformation of offline channels, which is an important part of O2O pformation.

Now, from the actual shopping experience of Australia, Europe and the United States Telecommunications business hall, supermarket and so on, combined with the operation practice, we will talk about the inspiration and thinking of the channel change under the mobile Internet era.

In Australia, Europe and the United States and Japan and other developed countries, the offline shopping environment has been relatively mature, users in the entry, experience, payment and other aspects of simple and efficient, good experience.

1, business hall (take Optus telecom business hall in Australia for example):

(1) succinct: the business hall has a simple path and a clear layout.

From the entrance to the inside, the table for display is placed side by side, and the desktop is a mobile phone and other sales items and a notebook for accepting business.

After completing the user experience, you can pay the bill and complete the business acceptance.

A salesperson completes all services, and users do not have to accept and pay in different areas.

(2) efficient: the salesperson moves flexibly and is not fixed in a certain location, and each person sets up guidance, recommendation and handling business in one body, with high efficiency and high productivity.

(3) business interface is simple and fast.

Register your passport (ID), fill in the address and select the number, and finish it in 3 minutes.

2, supermarkets (take Australia and Singapore supermarkets for example):

(1) self-service shopping machines are widely used in Australian supermarkets.

After selecting the items, you can scan the code yourself, pay the fees, and complete the shopping.

Supermarket staff simply need guidance.

The queue is greatly reduced.

(2) in Singapore and other countries and regions, pick up items into shopping carts, that is, to complete billing.

Users can only pass the card at the supermarket exit (similar to the subway).

The whole process runs smoothly.

3, convenience store (take Japan 7-11 as an example):

In Japan, 7-11, users who log on to 711 WIFI will give AKB48 mobile phone wallpaper (iPhone/Android/PC version), which is different every day.

In addition, such as Apple stores and telecom operators in Hongkong, they also attach great importance to privacy and user experience in the entire business process, from guidance to purchase and payment to the whole process without any isolation from all kinds of links.

Domestic offline shopping places are also undergoing improvement in this area.

For example, Shun Feng hey Inn, the user can scan the two-dimensional scanning code in the store to complete the order; WeChat top quality discount can complete the payment with WeChat scan code and extract the goods directly; but from a broader perspective, compared with the developed countries, the domestic offline operations are relatively extensive, and in the operation of O2O, they are more keen on online R & D investment, while O is not concerned enough about the offline.

1, stiff recommendation.

In the doorway of the shop, it is forced to send out leaflets and so on.

2, the scene is mixed, the guide is not clear.

Many offline shopping places are crowded with people, and the shop assistants often crowd into a group, ignoring the users.

(usually in restaurants)

3.

Complex.

Some shopping places go around labyrinth and do not know where to go.

4, payment difficulties.

Shopping often requires long queues, and in some cases it is often abandoned.

Obviously, compared with the European and American countries, there is still a big gap in the domestic shopping experience.

This gap is reflected in the form and embodied in the cognition of the connotation of experience.

We often attribute the experience under the line to the pformation of hardware, but lack the awareness of emotional reinforcement.

To sum up, the following characteristics should be noted:

1.

Users generate real emotional consumption for offline communication and experience.

2, interaction: interaction is the core of offline business survival.

The rapid flow of information on the Internet makes human experience fragmented, while offline offline interaction makes people feel intact.

It comes from interpersonal interaction, and strengthens feelings and impressions.

3, facilitation: offline shops can bring not only the experience that can be seen and touched, but also the convenience that can be taken at any time.

4, platform: a shopping environment with good experience is often a community-based life service platform.

Sales are no longer just product functions, but also emotional and lifestyle.