In the new retail model, what will happen to the marketing of traditional stores?
Location
Let’s start with the location. The location of traditional retail stores is based on experience, and the location in the new retail mode is not based on experience, but based on data and consumer feedback. How is the box Ma Xiansheng selected? At first it opened a lot of stores in Shanghai, and then found some better store models, which have customer portraits and the best user portraits to locate in many places. For example, to open a shop in Ningbo, Ningbo where the crowd portrait and the best store customer portrait is the most consistent, where to open.
Display
Display will also change a lot. Offline stores will become digital stores, or smart stores, with many identifiers, sensors, based on consumer stay in front of the product, expression response and other data feedback to arrange the display. Why this product should be put in front, why that product should be highlighted, etc., will be based on data feedback.
Promotion
The promotion under the new retail mode is no longer a traditional promotion to attract people, but to achieve precision marketing. You have done it online, for example, you have browsed milk powder, and then if you don’t wet your urine and know that you may have children at home, you will push it to you. This model will certainly develop offline.
Logistics
As for logistics distribution, now the logistics distribution system has been very mature, whether Shunfeng or four links to reach, rookie logistics, are based on big data to optimize their own route, to do the construction of warehousing system.
Guide
The guide will move towards the integration of online and offline. Most of the time, offline stores will be more idle, and online time is more concentrated, such as busy at night, sales promotion is very busy. The advantage of offline shopping guide is actually stronger, because the general experience and ability of offline shopping guide will be better than online, so the guide will get through and save some manpower cost. In addition, the purchase guide can also do some sales, online and offline access, an online consumer stroll but did not buy, offline shopping guide can send him information, please go to the nearest offline store to see, to track this customer, So the benefits of online and offline integration will be higher.
Post time: Feb-26-2021