Supermarket By "Shock" Test Water O2O All Channel Strategy Accelerated Landing

Whether O2O will be "acclimatized" after landing, the key lies in the experience of good or bad.

In order to enhance the consumer's O2O experience, Dongguan retail businesses continue to deepen the chain services to enhance consumption stickiness.

A few days ago, Jia Rong SPAR went on the business version of the fresh traceability platform. When shopping, consumers simply scan the two-dimensional code on the price tag, and know the source of pork, the date of purchase, and whether the lean meat extract is qualified or not.

O2O mode is used to enhance the consumption experience.

In the current issue of goods wrong edition, after-sales service and so on, online and offline integration of O2O mode, compared to the pure online or offline marketing mode, its advantage is indeed more obvious.

"WeChat sweep away, grab 50 yuan red envelope."

In September 1st, Dongguan Carrefour opened the war of red packets.

This "Guang Huo online" activity sponsored by the Guangdong provincial government for the first time has a "foreign face".

The Carrefour integrated WeChat platform, official website and entity store members big data, launched "the largest online and offline integration promotion" in history, has been opened in all stores in Dongguan.

"Guang Ye online" has been held for several consecutive years. This activity aims to make the traditional Guangdong manufacturing ride on the Internet. It plays an obvious role in promoting the expansion of the volume of the Canton goods network, promoting the application of e-commerce by traditional enterprises, and helping the rapid growth of e-commerce enterprises in Guangdong.

The Carrefour joined the "broad market online" to help the sales force.

"Guang Huo" is the first national chain large household goods supermarket.

Dongguan Carrefour responsible person said that the online red envelope was sent in from September 1st to 7th, consumers through the attention of "Guang Huo online" and "Carrefour Southern China" WeChat public account, that is, the opportunity to grab 200 thousand total of tens of millions of red packets, each mobile phone number can grab a denomination of 50 yuan WeChat card bag.

Consumers will take Carrefour WeChat red envelopes to all Carrefour stores in Guangdong and convert them into 50 Yuan paper cash coupons, and consume 200 yuan in designated commodities to reduce 50 yuan.

A single cash register can only use 1 cash coupons.

Reporters at the scene saw that the products included textiles, daily necessities, Cereals, Oils and foodstuffs, household appliances and other people's livelihood categories. There were local industry leaders such as Wang Laoji, Li Bai, Zhujiang, Emperor Huang, and so on. There were also foreign brands registered in Guangdong Province, such as Rejoice, Xu Fuji, Mead Johnson, Canon and so on. There were more than 1000 kinds of goods made in Guangdong.

Its responsible person said that the scope of the launch is Carrefour's own online shopping mall which has not covered the Guangdong market, and is invested in tens of millions of "real gold and silver" cash reduction.

"We hope to boost the sales of Guangdong small commodities with large quantity and low unit price, and increase the traditional supermarket by" electric shock ".

Provide a broader opportunity. "

The responsible person believes that compared to the e-commerce website, the advantage of physical retail marketing is obvious.

China Electronic Commerce Research Center is a well-known third party e-commerce research organization. A report released recently that Suning, which has already built O2O, is more brilliant.

The report shows that through the comprehensive evaluation of complaint cases and multiple indicators, suning.com's first half year user satisfaction ranked first (five stars) in hundreds of business enterprises, including three indicators of enterprise feedback rate, complaint resolution rate and user satisfaction, which also ranked the top in the score ratio.

"Suning is well deserved to become the most trusted and satisfied Chinese Internet retailer in the first half of 2015."

Dongguan Suning marketing director Ding said that in addition to adhering to the principle of good quality, Suning's online and offline O2O business model is very important.

It is precisely in view of this advantage, traditional retailers are also stepping up the layout of this field.

Carrefour, Dongguan's official responsible person, said that Carrefour launched the O2O business in Shanghai a few months ago. Carrefour online shopping mall has been discovered through previous operations. It has attracted many loyal fans, and Dongguan will soon open this service based on the advantages of 100% authentic goods, fast delivery and convenience stores.

This time, "

"Is to test the water in advance for the O2O shopping mode in the Dongguan area.

Miss Wang said that the Carrefour store increased a large number of promoters on-site promotion, and consumer point to point publicity, "Guang Huo online" and on-site counseling to help consumers use WeChat to grab red envelopes, on-site promotions staff can encourage customers to mobilize friends and relatives to participate in red envelopes, with the help of the two spread, so that the actual consumption and publicity effect magnified geometrically.

"Some brands can be tested on the spot for trial consumption and experiential consumption. This theme clear online and offline marketing has immediate effect on the overall brand promotion."

Next, there will be more channels for landing in Dongguan.

Miss Wang said that Shanghai is Carrefour's first electricity supplier business, and Carrefour will rely on strong offline store resources and many years of retail service experience to open a full channel O2O shopping mode in more cities, and realize where you are and where Carrefour is.

In fact, the whole channel strategy of Jiarong and other local retailers is also accelerating.

After the launch of Jiarong SPAR happy la la online shopping mall, this year has launched a micro shop platform.

Subsequently, relying on these two online platforms, Jiarong SPAR aims at this broad market of mother and baby this year, launching the O2O mode of Jiarong baby store, with frequent movements.