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From weak to strong, can retail digitalization really open up numbers and reality?

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Editor’s Note: This article comes from the WeChat public account “Technology to the order” (ID: xiangling0815), the author has bell, 36 氪 authorized release Although the retail innovation continues, various concepts emerge one after another, but the focus of public opinion is always focused on those giantsOn the body, Tmall, Jingdong, Suning, and many more cases were repeatedly used for disassembly analysis.And those traditional retailers are in the midst of silent changes that few people pay attention to, especially the demand for innovation by some large retailers. They don’t want complicated concepts, they can put “retail digitalization”When things are successful, the mission of innovation is completed.Different from the e-commerce giants themselves, this contains a huge enterprise-level service space, and constantly upgrades its service system as the demand of large retailers deepens.Not long ago, Weimeng announced a partnership with Super Shopping Guide to promote “Smart Retail Solutions”, claiming to “help retailers build digital operating systems and enhance digital operational capabilities”.The cooperation between the two ToB platforms is very obvious. The intentions of doing so are very obvious. What they are doing, leaving their cases from the perspective of the whole industry, is nothing but an implementation of “retail digitalization”, but the methods and methods are deeper.Dismantling the micro-alliance and its cooperation case may bring some new perspectives on how to play in the next stage of retail digitalization.Retail innovation has experienced triple jumps, retail digitalization embraces “strong relationship” large retailers, or large-scale brand owners’ own retail systems. It is unfair to say that Internet-based management and marketing methods have not been tried in the past.On the one hand, many traditional retailers have built their own e-commerce platforms outside the online stores. On the other hand, they also actively embrace the wave of informationization, and various collaborative office and CRM systems have been launched.However, many retailers are still confused: Why have you been working for a long time, and some of the actions seem to have been there, or do you feel that you have been abandoned by the times?The answer to the question lies in the fact that informationization is digital.Whether it is self-built so-called e-commerce sites, APP, small programs, or a set of information management, marketing, customer service system, in essence, traditional retail is simply mapped to the network world, how to get traffic, how to strengthen conversion, how to operateUser resources have not improved, the original offline, paper-based things have moved to the server, the nature of traditional retail has not changed.The so-called retail digitalization, the significance of digitalization is more fundamental to the change of the retail concept: whether it is traffic, conversion or retention, all information, data, and interaction can be regarded as digital “assets” that can be used to form andRetail is determined by different market efficiencies, not just a bunch of rigid and useless informational data.Only after completing such informationization into a digital transition, retail innovation will have the opportunity to embrace the gradual rise of the intelligent wave and complete the “smart” third-level jump – based on the digital “asset”, moreThe means of intelligence has been developed to find people with goods, to accurately reach the most real needs, and no longer “depend on the sky.”Therefore, the above mentioned Wei Meng has been emphasizing that it is to help enterprises to “realize the digitalization of stores and digitalization of marketing”. The latest cooperation also claims to “lay out brand digitalization, store digitalization, shopping guide digitization and customer digitization”.“Complete data interoperability, business opening and experience connectivity to jointly promote smart retail development.” From an industry perspective, this is a manifestation of retail innovation from informationization to digitization to intelligent three-level hopping.Further, traditional retailing is such a jump. From a consumer perspective, it is essentially a return to the recognized “people-centric” retail trend.The biggest problem of traditional retail in the era of mobile Internet is the alienation from consumers, “people”, passive sales, “sitting business”, and consumption in “weak relationship”, when “people” are pulled by other innovative retail models.After leaving, you are in trouble.The biggest value of retail digitalization is the strengthening of “weak relationship”. Retailers and consumers are closer. Take Weimeng as an example. Through digital means, “sit-business” becomes “traveler” and “marketing digitization” attempts to achieveActive full-touch customers, “store digitalization” try to achieve better interaction between stores and customers, and “departure digitalization” try to let terminal shopping guides communicate with consumers anytime and anywhere. “User digitalization” tries toThe user’s behavior becomes a trading track that can be tracked and tapped by the digital world. These are digitally used to bring retailers and consumers closer and more connected.An example is when a shopping guide can communicate with customers using WeChat one-to-one, WeChat group, friends circle, etc. When the business is completed, the consumer and the retailer are actually connected by a social network, and everyone can becomeA new sales channel is also a window to communicate with users.If it is superimposed on intelligence, it means that retailers not only have a strong relationship with consumers, but also can understand each other better, just as two mutually understanding people are more intimate. The evolution of retail innovation is such a simple path..The macro layout, the first line, the change of the situation – the strong relationship of retail digital three-way attack briefly sums up the difference between “strong relationship” and “weak relationship”: retailers and consumers through the social network and other ways to achieve two-way interaction, throughIn the digital way, the former can better realize the demand insights of the latter (instead of having the product to be black-and-white, etc.), and finally, consumers can settle down into resources that can be repeatedly operated and tapped based on “strong relationship”..This difference, with reference to the actual practice of Micro-Minister Retail Solutions, can have a more intuitive industry understanding – retail digitalization must attack from these three ways to establish a strong relationship game that fits the “people-centric” retail trend.1. Macro layout: How does retail digitalization completely let a consumer talk about how retail innovation can be systematically laid out from “strangers” to “old friends”? Different people will give explanations that make sense, including many.Deep and profound grand strategy, in fact, if you look at “people-centered”, it is nothing more than designing a retail digital system that allows consumers to move from “strangers” to “old friends.”Weimeng “Smart Retail Solution” divides retail digitalization into four major retail scenes, namely, global scenes, store scenes, shopping guide scenes, and user scenarios. This kind of division can be interpreted from various angles such as traffic, conversion, and stock management.But in fact, it is nothing more than the realization of such a process: through the global scene, using small programs to share and other ways to “hand in” “unfollowers” that they did not know, and promote them to the store to “communicate” and provide good services, thenThrough the guide to close the distance to become a “friend”, and finally use the digital platform to precipitate the way to make “friends” become “old friends.”Combined with the cooperation case between Weimeng and Mengjie, this process can clearly understand that this veteran traditional offline retail brand faces difficulties in passenger flow and inventory pressure in the competition. From 2018, it seeks through the “social e-commerce”Breakthrough, the practice is to combine the community and micro-weekly small procedures, offline stores and after the community transformation, and then through the “one house good goods” small program to retain, while at the same time with new fast-moving products and other actionsImprove the repurchase.In this process, Weimeng relies on WeChat’s ecological advantages to provide rich social contacts to obtain traffic. Dream Cleanline stores and communities make these “unfamiliar” traffic familiar with Mengjie, and cooperate with the unique “Shopping Partner Program”.Finally, consumers and Meng Jie have a closer social relationship, and in the whole process, Meng Jie can obtain user images, user data of products and accurate channel development data through the convenience of online transactions, which will eventually precipitate traffic and users.It will become a digital asset that will not be lost and can be developed in depth.Of course, there are a lot of details in this, but in terms of the overall architecture, this series of layouts is even a linear process. However, a ring and a ring also means that no link can be dropped in any link. Weimen must be in everyAll links have been strengthened, and one link has been abandoned. The construction of the entire “strong relationship” cannot be achieved.2, the first line to start: to complete the “stranger” to “friends” transition, the need to play the frontier contact value car sales history has a legendary shopping guide, for 12 consecutive years, the world’s Guinness record of the world’s largest sales of the throne of JoeGillard has sold an average of 6 cars a day for 12 consecutive years and no one can break it.What Joel Gillard did is not complicated. It just keeps digging deeper into customer needs, and from the details, “like a detective” to understand different customers and treat them as friends.When customers buy a car, Joe Gillard will register the contact information, not only will there be a discount, he will also give the so-called “private subsidy”, and the customer recommends others to buy a car, not only can they get the benefits, but also the people who buy the car.Can get a discount.When the importance of the consumer experience is mentioned in the concept of various retail innovations, in fact, this is a kind of recognition of “strong relationship”. Many years ago, Joe Gillard was in the position of shopping guide.This is the ultimate, but there is no fancy concept packaging.In the above sense, Weimeng’s “Smart Retail Solution” specializes in a single shopping guide, and this time it also directly cooperates with “Super Shopping Guide”. The intention is also obvious: strengthen the most important “strangers” to “friends”.The relationship change link – using digital means to enhance the ability of shopping guide sales and relationship maintenance, remove consumer traffic attributes, and bring the relationship closer.For example, Weimeng provides digital shopping for each consumer’s possible preferences (from its consumption records, mall trajectories, etc.), and then through the opening of WeChat, so that shopping guides and consumers can conduct such as live chat, valetOrders, targeted marketing and other services, and even shopping guides have their own shopping guide mall.These make the shopping guide and consumers no longer just buyers and sellers, plus the optimization of the store’s efficiency, incentive online and other transactional work, the guides turned into a retailer’s network of private domain traffic nodes.In the case of cooperation between Weimeng and Lin Qingxuan, Weimeng helped Lin Qingxuan to upgrade the wisdom of the first batch of 220 stores, changing the traditional working mode of shopping guides. After accessing Weimeng’s smart retail solution, the store guides can travel by card.The installation method guides the shoppers to receive the membership card of the small program mall, and deposits the members in the small program. After that, the shopping guide will be able to interact with the members online and communicate in real time, bidding farewell to the pain points of the traditional transaction.problem.And to a certain extent, it is nothing more than a modern way of doing things that Joe Gillard has done – under the support of the retail digital system, today’s “Joe Girard” are actually more qualified.3. Appropriate change: Retail digitalization is always a “strong relationship” between each retailer’s own digital retailer and consumer. Sometimes it is not direct. If a retailer’s business model is franchise,How do you define a strong relationship, and how do franchisees join such a strong relationship?After all, many times, the franchise model is more loose.Therefore, a retail digital solution must have a stronger universality, reflect individuality on a universal basis, and help each retailer to establish a chain of its own consumers from “strangers” to “old friends”.road.Therefore, when we examined the store scene of Weimeng Smart Retail Solution, we found that in addition to solving the problem of consumers jumping from “strangers” to “to-store traffic”, its digital architecture design is still considering several mainstreams.The applicability of the store model distinguishes between the strong direct mode (often the brand owner self-built mall), the direct + agent mode (the brand mall and the store mall in parallel) and so on.In other words, while ensuring the overall performance of retailers, retail digitalization must also consider the interests of various channels, agents, and franchisees under the system. In the solution of Weimeng, you can find such things as Qiandian Qiancheng and cross-store.Each component of the sub-account, independent authority, and ability sharing can be independently configured, and the headquarters can be controlled or decentralized to the store.Only when all interests are taken care of can the retailer draw closer to the consumer as a whole.Retail digitalization is the time to start telling the story of “user lifetime value”. No matter when, no matter how the model changes, no matter where the digits go, the traffic is always the demand of the first retail order, and no one can “free”.In the smart retail solution provided by Weimeng, the primary “global scene” is essentially talking about traffic issues, such as using the advantages of WeChat ecosystem, integrating public number, post-payment, WeChat card package, service notification, small program poster, etc.The upper contact, adding social contacts such as friends circle and community, the simple understanding is multi-faceted attack, with a wider tentacles supporting operation strategy to obtain more traffic.Not long ago, Lin Qingxuan opened the small program pre-sale under the help of Weimeng. The brand’s star product camellia emollient oil sold 2 hours in 2 hours, and this is just Lin Qingxuan’s cooperation with Weimeng in September to transform the smart retail model.After the first small program sales attempt, it can be seen that the retail digitalization is the primary task of retailing – the energy on the flow.However, from the perspective of “weak relationship” to “strong relationship”, once traffic is introduced (incremental formation), regardless of the store scene, shopping guide scenario or user scenario, the focus of work becomes essentially based onThe retail digital inventory operation idea of ​​“user lifetime value”.“Strong relationship” fundamentally denies the practice of “squeezing users” in the short-term under the traditional retail promotion methods, better managing and activating stores, allowing guides to play the value of cutting-edge contacts and storing them in a platform manner.Precipitating user data, which gives retail owners a user asset that can be relied on for a long time. These sticky and constantly being digitized digital assets are the most valuable asset of retail at any time – the biggest pain point of traditional retail, but alsoLack of such user assets.On the negative side, retailers have a strong relationship with consumers, and consumers have a network of relationships behind them. Retail has become a big node in the global relationship network. According to Joe Gillard, “you just have to drive away a customer.It is equivalent to chasing away 250 customers. This is not the question of whether you choose to build a strong relationship. The “consumer experience” is a test paper with correct points, no answers, or wrong points.The digital innovation of retail in the era of “strong relationship” can only go forward and there is no retreat..