How To Integrate Traditional Retail Enterprises With O2O

In 2014, the pformation of O2O can start prairie fire, from high property, education to daily community, beauty industry, catering.

Now, if your business is not on top of "O2O", can it still be "high head and chest" in the industry? At present, many small and medium-sized enterprises have the heart of pformation and upgrading, but they can not find the entrance without being able to start.

The industry has some practical experience to talk about how the traditional retail enterprises really landed on O2O.

O2O re online data, offline experience

It is understood that the biggest problem facing traditional enterprises in the process of O2O pformation is the lack of professional technical teams, providing technical upgrading and upgrading of systems, such as how to seamlessly link up online and offline channels, how to build online platforms, how to dock with offline ERP systems, and how to share online sales data with offline? This series of technical problems can not be solved by a non technology traditional enterprise, and it is suggested that retailers find professional technology companies to outsource.

It not only solves the technical problems of products, but also saves manpower costs and solves technical training problems in the later stage.

With the progress of science and technology, all walks of life have begun to strive for big data analysis.

For example, Adidas stores daily sales data will be uploaded to headquarters, after receiving data, headquarters to integrate and analyze, help dealers choose the most suitable products for sale.

Through the application of big data, enterprises can be more clear about the choice of the market, the demand of consumers and the direction of product design.

In addition to using the big data to achieve precise marketing, the personalized experience of consumers under the line can not be overlooked, which is why pure electric providers have been running to the entity store under the line.

In the impact of the future, Toffler said, "the future economy is an experience economy, and the future producers are people who create experience."

Judging from the current development of O2O, the development direction of offline stores must be upgraded to a unique consumption experience.

The store will not only consume the consumer, but can drink coffee, read magazines, rest, enjoy the quality of life.

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Online platform enables O2O to be implemented

One O of "O2O" represents the "offline" (entity store), and the other O represents the "online" (traffic platform). Only by constructing these two fulcrum, can enterprises continue to implement the "2" process.

It is estimated that there are retailers who do not want to listen to these principles again. How to build an online platform and quickly give a solution to it? Respecting the emperor, the author takes the cloud technology O2O solution. The front-end (mobile end) is mainly based on the personalized customization of the enterprise micro official website and the analysis of the big data of customer behavior by the back-end (customer behavior management system) to help enterprises build online fulcrum.

In addition, the author conducted a survey among 10 mobile phone users, and invited them to download the APP client of a brand. There are 6 conflicts. The reason for refusing is because they occupy memory.

The advantage of the company's Micro website is that it is fast and does not occupy memory. Just install a shortcut key to enjoy shopping anywhere and anytime.

For enterprises, the micro official website can also browse through WeChat's subscription number embedding, Baidu search, two-dimensional code scanning and other links, and open up more convenient channels for the rapid promotion of the online platform.

How can retailers really land O2O?

With the development of the electricity supplier industry, the retail business has been in a "closed shop tide" to a certain extent, especially in the clothing industry.

According to statistics, seven

Men's clothing stores closed 347 stores in the first half of the year, and Giordano closed 74 stores in the third quarter.

In addition to the electricity supplier pressure, store operating costs rise, store traffic decreases, sales performance decline and other issues also make retailers miserable, all kinds of factors will be the traditional enterprise's vision to O2O.

However, if retailers want O2O to land, the online platform must go hand in hand with offline stores.

Now is the era of consumer led, more and more consumers are beginning to focus on quality service and consumption experience, and offline stores have more advantages in the sense of experience and the timeliness of receiving goods than pure electric providers. Therefore, the landing of O2O is indispensable.

How to achieve seamless links under the online and offline?

At present many

Both have built their own official websites and incorporated into the three party platforms such as Tmall and Jingdong. In fact, the electricity supplier is only the first step of O2O. It still needs logistics and does not solve the problem of commodity experience.

The so-called commodity access means that the brand operators need to master the autonomy of commodity management, ensure the same quality and price of goods online and offline, and synchronize commodity inventory in real time.

Second, the store opens up. After the order is generated through the mobile terminal, the system will automatically match the nearest 10 or more stock stores, and push the message to the mobile terminal of the store's shopping guide. After the purchase of the purchase order, it can deliver the goods immediately, which realizes the perfect combination of the online and offline businesses, and completely opens up the inventory data between the stores. It solves the service problems caused by the shortage of single stores, the slow delivery speed, and so on, so as to achieve online order, store purchase, store order and express delivery.

Third, the membership system will be opened. The online registered membership information will be synchronized to the POS terminal in real time. The shop assistant can achieve the product's discount and integral by scanning the bar code of the customer's mobile phone.

The sales information of these members will be sent back to the background management system regularly through the interface program to form the collection of membership data.

Generating accurate reports will help enterprises to analyze and manage their members more comprehensively.

Fourth, establish a complete system of interest distribution. Through the acquisition of the membership stores, the order generation location and the three parameters of the delivery shop, the profit sharing mechanism of enterprises should be allocated. The contribution value of each link should be allocated, and the corresponding reward should be given according to the different proportions of the order quantity, so as to enhance the enthusiasm of the stores or franchisees for the online platform promotion and mobile terminal order rush, and realize the win-win situation between the online and offline businesses.

The lunar calendar 2014 will soon be over, but the traditional enterprise's enthusiasm for the pformation of O2O will continue to be extended to 2015 or even longer. The trend of O2O has been recognized by more and more enterprises. However, if you want to land O2O, the above four points are essential. Of course, this road still has a long way to go, and more enterprises and O2O service providers need to participate together.