It Is Said That The Electricity Supplier Is Not Against The Physical Store, Yuan Fang, What Do You Think?

Electronic business entity store entity will still be the main sales mode.

Guide: in the age of Internet, the challenge of retail industry is undoubtedly the biggest.

Retail industry should provide a series of high level shopping experience, including computer terminals, mobile terminals and physical stores.

Although the electricity supplier developed rapidly and attracted many investors' attention, the fact proved that the sales of electricity suppliers accounted for only a small part of the total sales.

In this age of Internet,

The challenge is undoubtedly the greatest.

Retail industry should provide a series of high level shopping experience, including computer terminals, mobile terminals and physical stores.

Although the electricity supplier developed rapidly and attracted many investors' attention, the fact proved that the sales of electricity suppliers accounted for only a small part of the total sales.

According to eMarketer, a world-renowned market research firm, sales of electricity from the world account for less than 10% of total sales.

Although the outcome of the electricity supplier is very eye-catching, it is obvious that the entity store is still the main body.

So we should analyze why in the Internet age.

Sales still occupy the leading position? This is because the network sales mode is different from the physical store sales mode, and the network sale has no advertising function.

Internet retailing can easily leave consumers with dissatisfaction, mainly in the following aspects: consumers can not touch merchandise, feel no texture of goods, guide shopping is not obvious, some consumers do not know what is needed; shopping needs logistics in the middle, no immediate shopping pleasure; lack of high quality shopping guide, can not experience high level services.

In the next few years, the retail industry will begin to feel the negative consequences of the electricity supplier. We can begin to see that the electricity providers have succumbed to these obstacles, and brands no longer emphasize their online stores and focus on the physical stores.

So what are the unique and indispensable features of a physical store to win consumers' hearts?

Professional shopping guide

According to a recent retail report by Time Trade, consumers will do a lot of research on the Internet before shopping, but they will still go shopping in the physical store.

As a matter of fact, 65% of respondents prefer shopping in physical stores, because the stores can provide professional help, and the guides can provide more personalized services, which is lacking in online retailing.

This also shows that smart and well-trained shopping guides are critical, and more than 90% of respondents said they were more willing to buy after receiving professional help.

Consumers hope that the guide can answer their questions professionally and give some suggestions for purchase, which is the lack of interaction in online retailing.

Physical bookstore opened in Seattle

In fact, Amazon has acted in support of this idea. Amazon opened its first physical bookstore in Seattle at the end of last year.

According to the Seattle times, Amazon's physical bookstore has provided readers with many services that electricity providers can not provide, such as consumers' immediate satisfaction, and professional salesmen.

For Amazon, a popular online retailer, changing from online sales to offline stores, it reflects the average consumer mindset of American consumers: according to the retail report, 71% of respondents said they would prefer to buy products at Amazon solid store than Amazon.com.

Many retailers are investing more in improving their shopping experience. Kohl stores recently opened cafes in stores, and Messi stores are updating their locker room technology.

Demographic evidence

What's interesting is that it can also reflect consumer spending habits from the population level.

As we all know, millennials are also an important demographic factor. Their purchasing power is increasing. Retailers have to consider the buying habits of the Millennials.

According to the retail report, the millennials are trying to force brands to change. They do not seem to want the brand to focus on the electricity supplier because they will choose to go to the physical store for consumption. Data show that more than 92% of the millennials will choose to shop.

In addition, they share a common feature of their desire for individualization and instant gratification.

But they will not totally reject online shopping. 59% of the respondents said they would like to shop online.

With the millennial demand for customization, consumers may begin to expect retailers to shift their focus to physical stores.

Physical retailer's plan

So what is the next step for a store retailer? The first step is to ensure the professionalism and training of the guides, and to provide personalized service to customers, especially when facing the millennial generation of customers.

Next, retailers should shorten the waiting time and ensure the satisfaction of customers.

Retailers will arrange comprehensive shopping services through advance booking.

In today's Internet era, the retail industry has been developing and reforming. Although the electricity supplier is hot, there is still a lack in a very critical area, that is, the shopping experience.

The disadvantages of the online retail mode are too clear. This will very likely lead to a reduction of excessive concern over the electricity supplier in the next few years, and then a return to the sale of the physical store.