Commodity Retail Makes Traffic Business, Nike Online And Offline Convergence New Case Inspiration

In the era of consumer sovereignty, traffic exceeds goods and becomes the primary resource.

As the entry of drains, the value of retail outlets has actually increased.

The "consumer centered" argument can no longer be just a slogan, but become the core of guiding practical strategy operation.

The name "Melrose" comes from the location of the store. It is located at Melrose Avenue, a famous shopping mall in Hollywood in the city, covering an area of more than 400 square meters. "Melrose"

Apart from improving the quality of service, the bright spot of this store also relies on the relevant data and closely connects with localized consumption characteristics.

Under this new retail thinking, the online and offline integration effect has been maximized and targeted to connect with local consumers in Losangeles.

There are some new ways to use digitalization in this store.

In the light of

The members of the official retail application Nike+ APP provide the services: the first is Curb Services, and consumers can use some SMS communication system with stores to send simple text messages to the store, purchase goods or return goods, do not have to enter the shop, complete the operation with the assistance of the staff in the parking lot behind the store; the second is Retail Home, consumers can choose products from the app, try them on or buy them at the store, enjoy 30 days' no reason to return and light tailoring services; Nike Scan, stimulate consumers to enter the store within 100 meters range, and the selected products have no stock in the store, so they can be purchased online.

If there is stock, just press the button in the app, and the nearest salesperson will prepare the merchandise before the customer enters the store. Finally, NikePlus Unlocks, the consumer can reserve the selected products, which will be placed in a locker, which can be opened through Nike app scan.

The statistics of Nike show that the consumption capacity of Nike+ members is 3 times that of non members. Nike's digital strategy and innovative technological means are also the first to increase investment in these customers.

Through online and offline, users of the digital platform will be guided to the localised offline stores.

This technology has made this intelligent store more valuable for its brand.

But this technology is actually difficult to imitate, which needs systematic programming and very mature technology. The idea comes from the long-term operation accumulation of the brand itself.

But there are still some valuable ideas to learn from.

According to the concept of its stores, one is digital operation, the other is the strong targeting of exclusive cities. All the ideas focus on localized consumers, and the concept is similar to the creation of community commerce.

Using data accumulated information analysis, fully integrate into the lifestyle and taste of Losangeles local people.

Many goods in the store are selected according to the data analysis formed by Nike+ APP, which is formed by shopping preferences of local consumers in Losangeles. At the same time, they will communicate directly with consumers and make recommendations for local products.

The new cycle of ordinary store products stays between 30 and 45 days, and 15% of new stores and 25% of shoes are accelerated to 2 weeks.

At the same time, we will provide exclusive Losangeles exclusive merchandise.

If customers purchase goods, they can also use Nike+ bar scan to scan the barcode of products to inquire about commodity information and inventory information.

Its value is that information will be precipitated to the brand data bank to realize the identifiable, two touch and operation of store users.

In the endless stream of new retail stores, it is worthwhile to think deeply about the idea of using technology to really change services.

1., not high-tech and high-tech.

The application of technology in stores is deepening and updating. Technology change has brought about many urgent solutions to improve user experience, operational efficiency and change user consumption scenarios.

While saving costs, through personalized experience is a new thinking that has been added to operational planning.

A year ago, we were discussing new technology application scenarios such as "smart fitting mirror" and "robot shopping guide". What we saw was the change of traditional business embracing technology, bringing more feedback to the people, and let consumers "feel" the lifting of their sense of use, in order to increase consumer stickiness and brand influence.

In this store, we see the practical value of technology in Retailing: first, humanization is the premise to help your customers really improve.

In the Nike+ membership service, several technical support are helping customers to improve the speed of seeing goods, selecting goods and buying goods, so as to decide to reduce unnecessary links and enhance brand trust. Secondly, technology is a double effect, not only for consumers, but also for retailers to provide practical help, providing technical support for improving service quality, providing a platform for diversified shopping methods, and not stopping at gimmicks.

After all, the cutting-edge technology structure is to return to the people-oriented proposition.

2. localization insight

The trend of retail is no longer limited to bigger, but also to make a region pparent.

We see this case more similar to the concept of community-based commerce, but also need to be strong landing, to provide localized products with strong local penetration of products and services.

A region oriented business may allow the scope to be weakened, but the depth of thinking must be deepened. This will further highlight the importance of data decision and analyze it in a closer to the truth.

For example, the products in Nike by Melrose are all determined by the business data collected from the surrounding area about Nike, which are based on data analysis.

If the goal is to go deep, data is the necessary means. The remaining decisions of location, product classification, store service and activity operation are all based on the conclusion of the data and the needs of local customers.

3. characteristics of future potential brands

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As a case, it has the characteristics of being consistent with the future trend in brand characteristics.

Under the new consumption era, people need brand that is rich in emotional culture, and the brand that will tell the story will have more vigorous vitality.

There are content, scenes, and even plot to keep pace with the times.

Next is the service brand.

What we have seen is that we rely on technological upgrading to enhance convenience and sense of experience, and then rely on people's closeness to narrow the distance. The stickiness of consumption will be generated here.

In order to get close to the psychological distance of target consumers, we have exhausted the past experience and future vision, and the importance of data base has been reflected.

What is important is that in the consumer's changing shopping thinking, how to make the online to offline flow become reasonable, we still need to find a more down-to-earth mode.