ZARA Retailers Should Know The Change Of Consumer Buying Behavior In The New Retail Era.

"This zipper style is beautiful", "I don't like the pattern in front of the chest", it may have been a long time ago that clothing chain friends have been familiar with customers, but do you know that these fine and fine feedback can affect ZARA production line in real time.

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Flagship store, there is a store system, in addition to the daily clothing sales statistics, every corner of the counters and shops are equipped with cameras, store managers are equipped with PDA handheld terminals.

Every time a customer evaluates the style of the clothes, the manager will pass the video and feedback to the headquarters designer through the Zara internal global information network, and make decisions by headquarters to change the product style.

Since last October, the word "new retail" has become popular. The news about new retail is coming forth, as if "new retail" is the millennium plan of the retail industry.

In fact, "new retail" is like the O2O and the whole channel of the previous two years, in a word: "through all online and offline efforts, we can achieve a more efficient shopping experience for our customers."

Many businesses advertised online and offline full channel service experience, but they were dwarfed by ZARA.

ZARA quickly feedback the evaluation of customers, closely integrate data acquisition and decision-making, and run through the whole process of market research, design, plate making, sample making, mass production, pportation and retailing.

The best place to see customers is shops, because only shops can understand the needs of customers.

When customers come to ZARA store again, the style just suits their needs. This is the best customer experience.

Whether or not

Also, O2O and all channels are all aimed at improving customer experience.

Customers like the convenience of online shopping and the intimate service of offline consumption. This is the starting point of our concern about new retail needs, how to meet customer needs and enhance customer experience.

From a customer perspective, using data and customer evaluation to create a better experience is suitable for every aspect of enterprise operation.

Customer demand not only leads the value orientation of products, but also leads the decision-making direction of enterprises.

In 2010, Adidas's market share in China ranked only fourth after Nike, Lining and Anta. In order to boost the market, it launched the "2015 way" plan focusing on customers.

On the one hand, Adidas analyzes the data of each region's population, disposable income, competitors, market saturation and macroeconomic development, and on the other hand, it collects the characteristics of customers' preferences so as to launch products that meet the needs of customers in the right areas.

Through the implementation of the plan, Adidas operation team clearly grasps the real needs of customers and guides sales of distributors.

According to consumer data, Adidas helps distributors choose the most suitable products to meet local customers' preferences for color, price, style and function.

Adidas Greater China earned 2 billion euros in 2015, an increase of 100% compared to 2010, and is far ahead of Nike.

Whether ZARA or Adidas, consumer data is the key to improving customer experience.

In the Internet age, we should pay attention to user portrait, pay attention to precise marketing, and understand customer basic attributes such as user age, income, shopping records, etc.

If the enterprise can use customer needs and evaluation data to assist customer portrait, decision-making will get twice the result with half the effort.

For example, there are nearly ten thousand chain stores across the country that we can control.

They made a new garment last year and sold very little.

This is very common in retail business, and businesses usually give up this product directly.

But they found that the pick up rate of the dress was very high. Many customers came to the store to put the clothes on the body and try them in the fitting room.

So they asked our customers to evaluate this dress with our wisdom, and like this dress.

Through enquiries from consumers, the data show that 18 to 25 year old men in eastern China like the black and white coloring and pattern texture of the dress, but the neckline is high and the cuffs are tight and uncomfortable to wear.

So they used this pattern texture to make a new product with low collar and short sleeves, which sold very well.

Moreover, they also reduced the number of new products of high collar garments and achieved good results.

Whether or not

Or O2O, a lot of new terms and concepts will eventually return to the focus of improving customer experience.

Understanding customers, collecting customer data and making decisions with real customer big data may achieve twice the result for chain management.

For more information, please pay attention to the world clothing shoe and hat net information report.