The third Monday of home office work, nearly half a month has passed since Xiao Zhang last visited the supermarket. He came out of the squirming queue and grabbed the vegetable bags from the WeChat group yesterday. While walking, he stared at various group buying groups and takeaway platforms, and began to prepare a new round of order grabbing. Everyone tried their best to buy medicine and daily necessities on various platforms. Takeaway and WeChat groups have almost become the only intersection between everyone and the outside world. But on the other hand, there are many retail stores, especially fresh food retail owners. They cannot collect the needs of customers, and have built dozens or even hundreds of WeChat groups and launched multiple takeaway platforms, but the order volume is always small.
△The picture comes from the Internet
If at the beginning of 2020, home blockade was still an abnormal life, then this can be said to be a normal state now. As early as a few years ago, under the impact of e-commerce, the traditional retail industry has embarked on the road of upgrading new retail that combines online and offline, but as of now, this road is still a long way. During this lockdown period, many retailers also built their own online channels, such as WeChat groups, takeaway platforms, mini programs, etc., but there were a large number of users' reactions, it was difficult to communicate, place orders, and grab goods. Some could not grab goods, and some had successfully placed orders, but in fact there was no goods at all. The unstable consumption experience has continuously eroded the user's sense of trust. How to obtain more sufficient materials in the current fluctuation of the epidemic? As a traditional offline retailer, how should we find a better customer acquisition and business model? After analysis, we found that the upgrade of traditional retail still needs to be strengthened in these three aspects.
1
Strategy upgrade, thinking first
is required to go online, but awareness first. The so-called offline and online changes not only the channels, but also the changes in the competitive environment and consumption model. If the operator's cognition and thinking do not change, his actions will not keep up, so how can he talk about transformation?
The online competition dimension has become more complex because the competition radius has widened and there are more competitors. In the past, competitors may be several adjacent merchants, but now competitors may not even have stores. They use cloud warehouse model + standardized operations to cover the entire city and achieve rapid delivery. The competitive environment has become complicated, and how to highlight more competition and master customer relationships has become crucial.
△The picture comes from the Internet
Secondly, the key to retail is to quickly enter and exit quickly, and consumers' ordering habits, consumption scenarios and preferences have changed. In the past, people were looking for goods, but now they need goods to find people. Stores are moving towards store and warehouse integration, becoming an experience + storage space, and purchasing is converted to online, without queuing, and placing orders in self-service style. How to guide users to buy quickly is not only a superposition of technology, but also requires a keen insight into the transformation of users' consumption behavior. Behind the upgrade of
is the reconstruction of people and goods yards, the transformation of business thinking mode, the transformation from "store-centered" to "customer-centered", insight into the changes in user needs, and further integrating online and offline resources are the core of breakthroughs.
△Image from the Internet
2
Customer first, private domain operation
Operation is the top priority of retail. When we look at operations from a customer-centric perspective, what is the most important thing? Is it a store area? How many skus are there? Is it inventory turnover? These are all very important, but not the most important. What is important is where your customer is, what he needs, how to buy it at a glance, how to attract him to buy again and again... This is the ultimate goal of operation. Focusing on this goal, we will build various systems such as products, channels, publicity, etc.It should be noted that during the operation process, these three points should be focused on:
Channels and tools
For new retail, distance is still a key factor, and a community-centric development model will be one of the main directions of retail development. How to do a good job in community retail? It is necessary to connect the power of technology online and offline. For example, in the past few epidemics, WeChat groups have become an important way to buy materials during the epidemic. If you have not formed your own group buying group so far, you have not really started to upgrade. In addition, launching the takeaway app, mini program building or forming online ordering tools has become a standardized action to upgrade new retail. While helping users place orders quickly, it can also help merchants quickly count and manage goods.
Private domain traffic
Repurchase is the core of retail operations. Building private domain traffic is to do repurchase, but private domain is not equal to a WeChat group. Private domain is a scenario for interacting with customers and providing services. Service is the key, and WeChat is the carrier. How to share value with customers through the community is the value of the community.
Big data
What do you think of when it comes to big data? Maybe it is the personalized recommendation of Douyin , or maybe it is the intelligent screening of the platform, and every retail brand should also build its own large database, including customer files, product sales changes, marketing statistics, etc. Data is the basis for future decisions.
△ A retail data analysis platform The picture comes from the Internet
3
branding to achieve quick out-of-the-box
new retail competition is actually a competition of branding. For example, if an old customer can buy it in the store, you must be his first choice, but you almost have no brand impression of him. He can't remember your name and logo clearly. When he turns on his phone, he has dozens of choices. If you are submerged in many brands, will he still choose you?
brand is the sum of the value system you present and customer experience perception. Brand value is what you sell, where you are good, whether it is complete, whether it is fresh on the same day, whether it can be delivered in half an hour, whether it can be booked in advance, whether the price is fair... Turn your advantages into language nails, become visual hammers, form a brand image, hit the customer's heart, and let him remember it.
And customer experience is the verification of your commitment. When every purchase of the customer can be as expected, you gain the trust of the customer, and when the customer gets an experience beyond the regular service, you get a free publicity person.
△ Some retail brands Pictures are from the Internet
In summary, the emergence of the epidemic has accelerated the upgrade of traditional retail to new retail, and also exposed many problems in the upgrade. Upgrading of consciousness is more important than upgrading of technology and model. Only by fully realizing that whether online or offline, the changing customer needs are the driving factors of upgrading, you will truly open the pace of moving towards new retail.
