Benton Department Hopes The Offline Enterprises Will Grasp The Draught.

According to its earnings report, by the end of January 31st this year, Bon-Ton online sales in fiscal 2014 increased by 26%, estimated to grow to $165 million, with total sales of $2 billion 756 million, down 0.5% from last year.

Online sales account for 6% of total sales.

Sales in the fourth quarter of 2014 were US $942 million 600 thousand, and online sales increased by 22% over the same period last year.

Its CEO

The growth of its online revenue is due to the expansion of its online category and the increase in its conversion rate.

In order to enhance the customer experience, Bon-Ton will invest in two projects.

One is to set up a pilot project for O2O, and to implement the O2O mode for customers to place orders online and offline stores.

The other is to set up a 700 thousand square foot e-commerce practice center to enhance the customer experience.

Bufano said it will continue to take some strategic measures to support it.

Increase in volume.

The positive pformation of the three companies has brought considerable benefits.

More attention should be paid to the pformation of technology to industry.

For traditional retailers, there is no way out under the pure development line. The development of O2O is an inevitable trend.

Domestic retailers should also explore the retail O2O mode deeply, not just at the marketing level.

Billion European Network believes that the mobile Internet is the best time for traditional retailers to attack the pure electric business.

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Two years ago, Xidan began to subscribe to the Joy City, which accumulated less than 70 thousand fans in two years.

The subscription number is basically the push of new product information, but the homogenization of these new products is more serious. Because some brands of Xidan's joy city also have others, others are pushing, and the content is limited to teaching consumers how to dress and match.

Xidan Joy City also did some small games in subscription number, but the effect is not particularly obvious.

No real function, poor interaction, sticky and sticky service, aggravated the determination of Xidan Joy City to pfer subscription number to service number.

In December 24, 2014, Xidan's Joy City service number was launched. In just 3 months, the number of fans reached nearly 90 thousand.

Zhang Can, director of Information Department of Xidan Joy City, said:

"This makes us hopeful about the future, accumulating 70 thousand fans in two years, but we have accumulated nearly 90 thousand of the fans in 3 months, which means that consumers are more acceptable to the service number.

In March 31st, subscription numbers were all stopped and moved to service numbers.

There are three buttons under the front page of WeChat service sign in Xidan, namely, "I want", "mine" and "Xidan Joy City".

This three button that looks simple, but it costs a lot of people's mind of Xidan's Joy City Department of information, because these three buttons are connected in one sentence, that is, "I want my Xidan Joy City".

Many people experience this in shopping centers: Although there are shop directions, they still do not know where they are looking for, or what shops they really have.

In Xidan's Joy City, there is a iBeacon function system.

Its basic principle is that the equipment or base station equipped with low power Bluetooth (BLE) communication function uses BLE technology to send its own unique ID to the surrounding area, and the application software (such as "droplet") that receives the ID will react according to the ID.

The birth of iBeacon enables businesses and terminals (smart phones) to accurately perceive each other's exact location, which provides infinite possibilities for O2O interaction.

In almost all the business outlets and key public areas of Xidan's Joy City, 300 customers can use WeChat to know where they are, where they are, or what brands they have on each floor.

When consumers enter the launching range of the Bluetooth base station, they will get all kinds of information based on the current location.

For example, when you are in the doorway of a merchant, you will receive preferential information from the merchants. If you pass a hot restaurant, you will be able to get the latest status of the ranking.

Cash coupon, Xidan grand Yue city is different from other O2O systems. It is also an important part of O2O in online and offline.

The vouchers are implemented online, with a median shake rate of 100%, which is mainly divided into four ways, covering four groups:

One is the issuance of full vouchers on the spot. After consumption, WeChat can scan the sales vouchers and use the coupons for the next consumption. The coupon card is set to be valid. It must be used during the activities, and it can flexibly set the scope of application and the rules of application.

For example, a total of 100 yuan 10 yuan, the 10 yuan coupons in the members of WeChat, can be used as cash at any time.

The second way is to issue rocking tickets on the spot.

It can be restricted to the designated location, and the mobile phone can be used to display the area during the activity so as to achieve the purpose of drainage.

For example, in the six level of the middle hall or a certain space of the floor, shake the coupons.

Depending on the intensity of the activity, the customer swings something different, or is it a food voucher or a cash coupon, some are an advertisement, some are a blessing message, and if it is the Spring Festival, it will also swing to the new year sign.

Sometimes, Xidan's joy city will also put some coupons in the store, so customers may shake up coupons in a restaurant and take a discount directly.

The third way is to release online coupon: regularly or regularly release some card vouchers so that participants can rush to buy, which can increase the viscosity of some WeChat public numbers on the O2O line and promote the conversion from online to offline.

For example, once a week, but not necessarily weeks.

Such coupons are limited because they can continue to grab, so they can enhance the attention and continuous viscosity.

The last one is to vote and vote on the Internet. This is a coupon that combines the big data of the backstage.

It is possible to screen customers who have not recently arrived in joy city to cash their WeChat accounts and inform them that they can encourage them to shop.

For example, a customer has not come for 3 months, or has not come for 2 weeks. At this time, he will receive a 10 yuan or 20 yuan voucher in his account, which indirectly reminds him that "a long time has not come", which is conducive to stimulating consumption.

In the past, when people stroll around the shopping mall, they always received some small ads from time to time. The Xidan Joy City incorporated these into the overall management, unified the coupons and put all the vouchers in the system. After the users came, they could use WeChat.

This way not only saves the cost for the brand, but also enables us to understand the activities of the users, so as to facilitate the statistics of what kind of customers belong to and what time to launch suitable ones.

Since all cash coupons can be used in the joy shop store cash register system, it is natural to achieve the purpose of online and offline drainage interaction.

These four kinds of coupons relate to money, so the WeChat service number of Xidan joy's city also set up a dynamic two-dimensional code. The two-dimensional code changed once a minute, which not only improved the customer experience, but also ensured the safety of customers' funds.