In 2021, amid the global economic downturn, more than more than 10 million offline stores have closed down. Many large department stores have also been unable to continue operating and have announced the closure of operations. There are also more and more self-employed people deregistering their companies. All these signs illustrate the difficult predicament of the real industry.
If physical stores want to counterattack and break through in the big market environment, they must give full play to their core competitiveness , whether it is the attractiveness of high-quality and low-price products, or the customer perception that carries the experience to the end, or Personalized and differentiated event marketing and user-centered member cohesion are both oriented to please and cater to customers, focusing on "interaction" with customers, and combined with Internet technology to gradually optimize and transform physical stores Become a “digital store”.
1. Product attractiveness
The concept of a product is that it can be purchased through all channels, and everyone has no choice but to pay the price. Therefore, product strength is absolutely low price, and products are the basis for ensuring traffic and turnover. The development of a store cannot be separated from products, let alone the brand.
2. Experience perception
Consumers pay more attention to experience, and offline experience is not enough, which affects offline return consumption, and physical stores are the best carrier of experience economy . Physical stores can build marketing scenarios for products to amplify the value of products. Scenario thinking can empower product marketing and impress consumers through scenario experience.
3. Differential influence To implement marketing differentiation, it is necessary to understand the consumption psychology of customers , accurately grasp what customers need, and then know what their stores can provide customers. While providing customers with high-quality products, we also provide customers with a good shopping experience. You can attract consumers to repurchase through personalized promotional activities, flexible promotion methods, and thoughtful after-sales service.
4. Member cohesion
Physical stores divide the customer group into two categories, namely customers and members. For customers, they must increase daily traffic, provide customers with the best quality and low-price goods and services, and attract customers to stay in the retail store for a long time. The store provides members with personalized services. In addition to product services, experience services, and after-sales services, provides members with services based on their personal needs, that is, personalized services, allowing members to feel convenient and respected..
