Weapon: Entity Store "Double 11" How To Counter The Electricity Supplier?

As we all know, from the online shopping Carnival of single dogs to the national shopping festival, "double 11" has become one of the most anticipated festivals of the Chinese people.

However, online carnival is exactly the pain of a physical store.

However, some of the solid shoe stores have no longer boycotted the "double 11" promotion. Instead, they are boycotted by gift cards, full cash return, online payment, free online shopping and online shopping.

Small world believes that this year's "double 11" solid shoe store counterattack online, there is drama!

"Double 11" gives customers a pleasant surprise.

In 2015, Accenture released the global seamless retail consumer survey for third consecutive years, covering nearly ten thousand consumers, including China.

In the survey, 59% of respondents believed that shopping in physical stores was very convenient, while only 33% of consumers felt mobile shopping was very convenient.

In view of the change of consumers' shopping habits, there are two main trends in the entity store operation. One is to develop O2O vigorously, and to use the Internet to guide customers' offline consumption demand; the two is to strengthen experiential marketing and form differentiated competition with online shopping.

These trends are an important way for the entity store to defend the market. While maintaining the user experience advantage of "very convenient", we should learn from and integrate the director of the electricity supplier.

The store can also develop specific products and value-added services based on the consumer's needs and focus on the consumer experience. For example, UNIQLO and H&M launch the old clothes recycling plan to promote the concept of sustainable fashion. Customers can pack the old clothes and return them to the store to get a shopping coupon. Most of the consumers who get the coupons choose to continue shopping on the spot.

"Celebrate holidays with customers in stores", OK?

After years of precipitation, consumers' attitude towards "double 11" has gradually become rational.

The survey shows that online shopping is mostly based on rational planned shopping, and the random consumption of impromptu consumption will be more.

Therefore, many stores are now planning "double 11" activities, focusing on creating an atmosphere for consumers to come to the mall to celebrate holidays together.

In terms of the characteristics of improvised consumption,

When you come to a physical store, maybe it is just a casual look, and there is no definite purpose of buying. At this time, how can the entity store give consumers a reason not to refuse by selling copywriters and promotion strategies? Is it a unique shopping scene, enough strength discount, a unique product, or a close service from the on-site shopping guide?

Online shopping is the price and quantity. The entity store has no advantage in the price war. It does not need to compare its weakness with the advantages of the electricity supplier. What the entity store should highlight in its sales promotion is experience, quality, pre-sale, after sale service and better ability to satisfy the customers' needs.

How to focus on consumer experience in different consumer scenarios, mobilize all resources better and seize every sales opportunity is the key to increasing revenue and gaining sustainable competitiveness.

These 3 "double 11" sales promotion erroneous zones should be avoided.

Subject to cost pressures, physical stores inevitably fall into the trap of "making profits or making money" when promoting sales, which makes it easy for physical stores to enter some erroneous zones when promoting sales.

Shops sell promotional slogans, but the real discount products are some unmarketable stocks, defective products or broken codes. The good "double 11" shopping Carnival has become a clear inventory activity, which affects consumer trust in the brand, and word of mouth has led to the loss of more customers.

Unlimited duration of activity

Promotional activities must have a duration of activities, no special circumstances do not delay, so that we can create a sense of urgency and scarcity, to stimulate consumers to pay as soon as possible.

Online "double 11" is a strict day, and many brands also sell products on a limited scale.

No customer segmentation strategy was adopted.

The purpose of shop promotion is to attract more consumers and to publicize the brand. Therefore, the first step in promotion is to consider what kind of customers the store should have, and then attract the target population through product and price strategy to exclude the non target group.

I'll give you a good idea: play O2O.

The biggest advantages are: reliable shopping places and quality shopping experience.

Physical stores are also trying to make "Internet +", and the O2O with offline core is an inevitable trend.

In the past, the entity store got customers mainly by using store location and brand publicity, which was a passive acquisition of passenger flow, but with O2O, the entity store could also be soliciting online.

The most common way of O2O is to distribute coupons online, and to drain the shops offline.

Last year, UNIQLO, GXG, Mark Ed Faye and other brands achieved good results in trying O2O. Here's a look at how they play O2O.

UNIQLO's APP supports coupons and offline store inquiries. The coupons and two dimensional codes displayed on APP are specially designed for stores. They can only be scanned in physical stores. The purpose is to drain the stores under the offline stores, increase the frequency of user to store consumption and the unit price of customers.

GXG online and offline to open "Wan Dian Tong Qing" activities, consumers can "double 11" before going to the store to try on, pay deposit lock their goods, "double 11" on the same day at home to pay good tail, and then just wait for goods to express home.

After the online consumer orders, the package will also be sent from the stores around the city, and the logistics efficiency will be greatly improved.

Users enter the Mark Ed Faye store to try on, buy through the scan code, pay the deposit online, and double the deposit, and pay the final payment on the double 11 day, enjoying a double 11 half off discount.

The activity shops began to warm up in the middle of October, and the head office arranged the training of shop assistants uniformly, and each shop was equipped with 5% of the SKU in the store.

To do "double 11" promotion to retain consumers, physical stores need to carefully consider all possible consumer scenarios at each node and encircling consumers with a seamless experience of 360 degrees to meet their shopping needs.

Do this, the entity store is not a dream.