So, is the offline business model dead?
In fact, the biggest advantage of offline retail compared with online shopping is the sense of experience. How to tap and enlarge the fun of shopping experience is the key to success. Therefore, shaping the sense of experience is a vital magic weapon for traditional businesses to rebuild their competitiveness.
So how to proceed?
1) Create a scene space for easy experience.
As we all know, the open and scene-based spatial layout is an important feature of IKEA stores. Ikea moved the bedroom, living room, kitchen, bathroom and office into the mall. The small space created by exhibition designers according to real life has become a reference for consumers to build their own lives: here, they can not only draw inspiration and find interesting ideas, but also fully experience them and even take a nap. And you can always ask the clerk for advice when you need it. This relaxed atmosphere and deep sense of presence not only make consumers more willing to stay, but also bring considerable sales to the mall unconsciously.
2) Integrate online and gain insight into consumer demand.
Wan Yun Pharmacy is a new brand of pharmacy that appeared in recent two years. In people's impression, the pharmacy seems to be an extension of the hospital and a "must-go" place, that is, if you don't get sick, you won't set foot, which undoubtedly makes the traditional retail pharmacy lose its appeal. See how Wan Yun did it: she opened up a health check-up area, a physical therapy area and a leisure area in the store, arranged professional doctors to guide her, and added fashionable skin management experience and irregular health lecture experience. The reason is that it deeply understands people's anxiety about sub-health and their pursuit of beauty in modern society. At the same time, people can learn about goods and activities online through the official WeChat account. The e-membership system helps to better communicate with customers, changes people's impression of traditional pharmacies, and is more willing to integrate into them.
3) Entertainment interaction allows customers to immerse themselves.
What can a food supermarket look like? A dazzling array of counters or open shelves may have staff who can simply help with cooking, but these are transactions without temperature. People just bought it in a hurry and had no experience at all. However, the Italian food paradise eataly world presents a different scene. You can experience it from the source of food, grow and pick the harvest yourself, the children can milk themselves, the chefs cook authentic delicious food from all over the world, and professional teachers teach wine tasting and nutrition knowledge. This is the real joy that food can bring to our life! Not surprisingly, eataly world was sought after by people as soon as it opened. Even if the price is a little expensive, it will not affect its sales. People are more willing to pay for happiness than food.
This is the great power of experience!
A: Mu Qiufen, WeChat official account marketing flights will give you more possibilities who love marketing.