Messi Department Store Implements A Full Channel Strategy And Refuses To Decline.

According to the world clothing shoes and hats net, recently, the Sears department store in the United States announced the layoffs to streamline the organization, and Canada Sears went bankrupt and liquidated. In 2016, Sears ranked the 425 among the top 500 in the world, and once called "the biggest department store".

Already in the 389 place.

Over the past few years, the life of Messi's department store has not been easy. The most popular online search "Messi department store" is the key words such as closing stores, layoffs, and falling share prices, and even "dragging down the overall retail sales in the US".

Although Messi's department store has been too bad, it is also an indisputable fact that development is weak.

Messi also announced that it will close 68 stores in 2017 and lay off 10000 people.

Obviously, the declining trend of the US Department store and the electricity supplier represented by Amazon are inevitable.

However, like Messi's department store, a department store retailing with 159 years of history and more than 800 storefronts is really on the decline? Will the market still give it a chance?

At the beginning of this year, the news of the sale of Messi's department store was once heard in the capital market, and the most eye-catching intentional buyer was Amazon. Before that, Amazon successfully purchased the largest supermarket of organic food retailers in the United States.

Messi's department store is very similar to the whole food supermarket in its business mode. It also takes the middle class as its main customer group, its own brand group and its complete industrial chain structure.

Coveted offline retail entities have existed for a long time. There are two main purposes. One is to use these supply chain systems to lower their own circulation costs, the other is to help retailers to get through online and offline marketing scenarios.

From these two points of view, Messi department stores still have strong value, but under the constraint of the environment and the general development of department stores, the value point is concealed.

But no matter how the retail mode and scene change, to meet the needs of customers, the essence of retail will not change. Retailers' supply chain, products and services are still the main supporting points, and also an effective weapon for Messi department store to return to the Jedi.

Full channel strategy

The real retailers and the electricity suppliers have no part in the single channel. The key lies in who can really get through all the barriers, the price is unified online and offline, and the supply chain is allocated.

There is a very clear theme in Messi's Department's all channel strategy: "let the shopping experience be simple and thoughtful".

Messi store's practice is to open up online and offline, customers can experience in the mall, choose Offline purchase, take away immediately, you can also choose online purchase, express home.

Messi stores also try to add typical "store characteristics" to its online shopping mall.

With the advantages of many physical stores, Messi department store has pformed the store into distribution center, which has attached the function of online order distribution center to the physical storehouse's stock storehouse, which not only achieves better inventory management, but also makes the store stock information shared, and optimizes and delivers the scarce commodities.

The website of Messi department store (MACYS.COM) has two hundred and fifty thousand kinds of commodities, and adopts the online and offline parity strategy, the price changes under the line, the online will be updated in real time, and supporting online shopping can return goods in stores and increase the offline experience.

Data show that, compared with single channel consumers, consumers of all channels have to spend more than 35%-50% on average.

More importantly, the customer loyalty of the whole channel is far higher than that of the former. The whole channel has already brought shopping with multiple attributes of social interaction and communication.

The integration of online and offline channels not only integrates customer purchase behavior, but also integrates the supply chain system and logistics system of retail enterprises, so as to make the experience more smooth and natural.

My Messi department store

My MY Messi "S", Messi's former chief executive Lan Glenn Te, came out with the aim of strengthening the personalized service of Messi department store, pmitting effective information accurately and increasing the efficiency of purchasing.

In those days, the number of storefronts of Messi's department store increased from 400 to more than 800, and as the storefront increased, its profit performance did not match growth.

The most important reason is that shops do not provide accurate products and services for local customers. After all, consumption habits and characteristics vary from place to place.

In order to solve this problem, Messi's department stores match the consumption preferences and consumption habits of different regions according to the different consumption preferences. The purpose is to cater to the tastes of local audiences, increase the turnover of similar stores and cut costs.

And achieved remarkable results, and let Messi department store win the favor of Wall Street.

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The strategy starts with "My", which reflects two meanings: first, this first person draws the relationship between Messi department store and customers, which reflects Messi's consistent performance with clients' interests.

Second, the deeper level is Messi's self-confidence.

Differentiated marketing is the precise feedback of information and the cost control under the supply chain.

Build up

And the exclusive right to operate is the controlling cost of Messi department store, and a powerful means to enhance precise service, and has also become the core competitiveness.

This also makes the most attractive part of Messi's department in the fierce competition of physical retailing. Most of the sales of Messi department stores opened by Tmall are private brands.

Messi stores announced that by 2020, the proportion of private brand and exclusive sales increased from 29% now to 40%.

The high value added and high brand building of exclusive merchandise make the value of Messi MY more prominent.

Own commodities not only test the retail operation ability, but also examine the channel construction and industrial chain integration.

Magic marketing

Every Christmas, the street car parade in New York has become a standard program in Messi's department store, just like many people still go shopping in Messi's department regularly.

Even though there are hundreds of ways of marketing, the only purpose of marketing is to keep close to customers and gain sales profits.

After buying Messi department store, Nathan Strauss identified the management concept of this department store: "customers are the source of profits for enterprises, and employees are the keys to open this source."

In fact, this includes two aspects: first, continuously improving services to meet customers' needs, second motivating employees' work efficiency and improving profit margins.

So Messi's staff has a stronger sense of responsibility and a sense of mission.

From the beginning, Nathan from the perspective of the buyer's market, Messi's department store, the "gift law", "integral method" and "product display method" are still used in the current retail business, creating the sales myth of Messi's department store. Only in 1912, Nathan Strau stayed with the Titanic forever in the seabed, but his idea of "customer is God" has been affecting Messi's department store.

In the past 100 years, the new and old retail industry is based on the re examination of supply and demand. Technology is not the only test standard. Messi always likes to embrace technology.

Faced with the impact of the Internet, Messi's department store is not unprepared. Since 1996, the department store of Messi has begun to focus on how to make use of the latest technology to leverage the advantages of online and offline stores and mobile channels.

Messi store has introduced a new store signal system: wireless electronic shelf label system (ESL).

This technology enables department stores to make real-time and real-time price changes for products that are sensitive to price.

The error rate is reduced and the manpower cost is saved.

Messi stores offer WiFi hotspots in the store. Of course, this is not unusual. It is important for Google to work with Google maps to provide store maps to make it easier for customers to find products that they want to buy.

With the new technology, customers can not only experience the True Fit on the Messi department store website, but also go to the store to listen to the professional opinions of the shop assistants.

At the same time, Messi department store made use of Google wallet and Apple Pay to realize the function of quick settlement in the store. Not only that, Messi also realized the search and location of products through software, as well as information about inventory and logistics status of products.

Lundgren said: "our ultimate goal is to establish a deeper relationship with our customers, to ensure that customers can get whatever they want and how they do shopping in Messi's department."

Messi's future

Still living in the top 500 of the world, Messi's department store has made the media and investment circles appear impatient. In fact, from the earnings report of Messi department store, the core business is still profitable and brings a lot of cash to the company.

In the past five years, Messi's core business has brought about $7 billion 400 million in cash to the company, which is more than the company's current value of $6 billion 840 million.

Affected by the market, while the retail business is shrinking, Messi's credit card business and real estate business are still eye-catching.

With the bankruptcy and liquidation of Sears in Canada, Sears is constantly recruiting troops in China. Is China's vast market space and increasing purchasing power a window of God for the retail industry?

In fact, Messi department store has already sniffed this change. As early as 2011, the official website of Messi department store opened direct mail service to China.

In 2014, it began to support Alipay payment in the US official website.

In 2015, double eleven, Messi department store officially landed in Tmall international, according to the characteristics of the Chinese market, Messi department store even adopted the localization strategy and team, and the first time to use live broadcast interactive games, which is a brand new attempt for the traditional enterprises with nearly 160 years of history.

Before working with Tmall, Messi department store moved New York FASHION SHOW to the atrium on the first floor of Yuet Hui square in Shanghai. At that time, consumers, fashion personages, media and Internet red caught the breeze and opened the fashion feast for buying and buying.

Messi's department store has entered the Chinese market through online stores, so far there is no news as to whether it will build a physical store.

Opening a store or closing shop is a strategic adjustment. It is not enough to judge a retail shop. There will be about 5 new stores in Messi stores in 2017. There are many high-end brands of Messi department store.

The experience and brand appeal of Messi department store in the physical retail industry, as well as the implementation effect in the application of technology and supply chain control, constitute the body of Messi general merchandise, and the enterprise culture and management idea accumulated over the past hundred years constitute the soul of Messi department store, which is still strong and can support the forward movement of the body.

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