Why Is There A Phenomenon Of "Double Cold Days" In Retail Stores?

In recent years, offline stores have been affected by many factors.

,

And so on.

Has entered the development of "cold winter", the physical store business continued to decline.

But new shopping malls, department stores, Oteri J and other formats are still surging, and all kinds of characteristics are constantly stirring up waves for the depressed retail market, attracting customers' attention and popularity. Let retailers see the hope of development: for instance, the newly opened Shanghai Parkson Plaza, with the characteristics of decoration design, theme environmental layout, cost-effective brand combination, and tide marketing promotion, has been favored by department stores, famous brands, retail experts and customers, and, like the new opening of the two phase of Yuecheng City, the introduction of the benchmarking roof wheel and block style shop design has become a new fashion in Shanghai.

Why is there a phenomenon of "double hot days" in retail stores? How to change this situation and let retail entities find the direction of pformation? From the years of retail experience and the analysis of the status quo of the retail industry, the author thinks that a successful entity store must be a social platform with temperature and links.

First of all, we need to create attractive social platforms for our customers.

The entity store should create a comprehensive customer experience place.

With the interconnection of all kinds of information and the ever-changing consumption demand of consumers, retail stores should change around the needs of consumers.

Consumers' demand for physical stores is no longer merely a shopping platform, but a "social platform". It is a place for consumers to relax and make friends.

And in a fully competitive environment, how can a physical store cater for and meet the changing needs of consumers and build an attractive social platform becomes the key to the pformation of a physical store. The only test standard is "is the platform attractive enough for customers?"

How to create an attractive platform? The thinking direction and emphasis of each entity store will be different. But they should follow their own market positioning and target consumer groups, and create and create distinctive customer experience places to attract more customers to shop.

The author thinks that we can consider from four aspects:

1, hardware environment: now consumers have more and more demands on the physical store environment. Besides the basic decoration, the shopping mall environment with a sense of design can attract customers' eyes and create topics.

The entity store introduces the design concept of scene, combines the location of floors and regions, creates thematic regional environment, forms "big scenes" and "small themes" echoes and integrates organically, making customers' shopping process more interesting and relaxing.

2, category combination: consumers have gradually weakened the function of retail shopping, increasing the demand for leisure and entertainment functions. In the category planning, the physical stores should adjust the proportion of each category according to the needs of consumers. Under the current circumstances, the proportion of people's catering, coffee and ornaments should be appropriately increased and the proportion of retail sales reduced, which has become the main trend of the pformation of physical stores.

Physical stores should take full account of the relationship between passenger flow and conversion rate. They should attract large numbers of passengers through functional formats such as catering, entertainment and leisure. They should also be converted into retail customers through category combination and marketing promotion, so as to continuously improve the conversion rate, so as to increase the overall profit level of the entity store.

3, brand matching: consumers eventually consume or contact with goods or services, so physical stores are very critical to the choice of brands.

In each theme area or category distribution, the location brand, core brand and innovative brand should be allocated appropriately, which not only fully reflects the characteristics and grades of the category, but also meets the needs of most customers, and also can get the information of the entity store's change and innovation from the innovative brand.

The brand itself will complement and embellish the category combination and theme area, so the choice of brand style, decoration design and merchandising mode should be matched with the corresponding category.

4, convenient service: convenient and convenient is the key consideration for customers to choose a physical store.

The store can enable customers to get to where she wants to go as soon as possible from the aspects of intelligent pportation and guidance system.

It can simplify the trading links, support various forms of order, payment and logistics functions, and achieve the online and offline integrated trading mode.

In addition to the scene and environment, the store can also build online platforms with the help of Internet technology, such as commenting on community, sharing, reward and other mechanisms, forming a social platform integrating online and offline, extending and enriching the social form and content of customers.

Second, establish effective links with customers.

Entity stores should establish a full channel member information management system.

The store receives many customers every day, but how to collect these customers' information and use it for the physical store?

Now, with the gradual reduction of passenger traffic, the phenomenon of "open doors" and "salespersons more than customers" often occur. The operators of physical stores are also trying to attract customers, and spend money on launching various marketing activities, such as thematic activities of large-scale installations, sales promotion of large quantities of commodities, internal purchasing sessions, VIP special events, etc., so as to attract more customers to come to stores.

But the actual effect has gradually weakened, consumers have been "immune" and tired to these marketing methods, and most of the customers attracted are not target consumers of physical stores.

So how to catch customer information and establish effective links with customers is the core.

The store should collect the customer information coming from the site everyday through the member system, pform the customer's information into the quantitative customer resources of the physical store, and the passenger flow attracted by the above marketing activities can also become the source of customer information.

Of course, the store can also expand customer information from other channels: for example, the entity store now provides free Wi-Fi, as long as customers login, it can get customers' identity and whereabouts information. It can also increase potential customers by attracting fans from the current huge traffic WeChat, micro-blog and other media platforms. It can also drain customers through online channels such as Jingdong, Tmall, micro mall and entity store APP.

{page_break} has a wide range of channels to link with potential customers, but because of the fragmented customer information among different channels, it will become an isolated island of information and unable to identify customers.

Therefore, entity stores should explore the establishment of a full channel member information management system or system. Through standardized member information collection and collation system, the information of all channels can be integrated to form a unified membership identification, and establish links with real, quantifiable and mastered customers, thereby expanding the source and foundation of customers in the store.

This needs to combine demand with current IT technology, and use IT technology and system to accurately capture customer information.

Finally, we should have temperature communication with customers.

Entity stores should form the concept of serving the customers as the core.

People have feelings, and customers are the same. Only if you respect them and serve them well, customers will return to the store.

And to the entity store, this step is very important, that is, how to carry out the communication of customers with temperature, which becomes a topic that the entity store operators must face.

To maintain long-term relationship with customers, the entity store should establish and implement the business philosophy of "caring for customers and caring customers", and truly implement the concept of "customer centered" in every detail of operation, so that customers can perceive the service intentions of stores.

Physical stores can set up humanized facilities, such as member service centers, maternal and child rooms, rest chairs, etc., to implement all staff's quality detail services, and establish and improve the worry free after-sale mechanism.

In effective communication strategy, we must change the immutable SMS group and cold one-way message pmission, classify and manage member information, adopt "one to one" and personalized communication mechanism for different characteristic members, establish two-way communication, collect and respond to customers' demands instantly, and form a good interactive atmosphere.

It is possible to explore the establishment of a "customer manager system" for core members, to serve the core members by the customer service commissioner, and to establish long-term and stable relations with members from aspects of daily communication, member care, life assistants and shopping escort.

Regularly organize member activities, exchange information, establish word of mouth among members and promote members to share and disseminated.

With the widespread application of self media, physical stores should keep abreast of the development of IT technology, learn from the digital management method of members of the electronic commerce platform, and promote communication with customers through man-machine interaction.

Platform, link and communication are the strategies of the entity store to further focus on the customer.

The entity store should establish a offline experience platform to meet the needs of the target consumer group, so that customers will be willing to socialize and interact on this platform to drain the store.

The establishment of effective links will enable the store to grasp quantifiable and sustainable mass customer information, and provide the foundation for the sale and pformation of the entity store through development and application.

Most importantly, after the platform and membership data, how to maintain the membership relationship, improve the purchase rate, return rate and stickiness of members, enhance the attractiveness of physical stores, need more clear and adhere to the concept of "customer centered", and constantly create new opportunities and create effective communication opportunities with customers.