How does the Internet economy allow online merchants to win over brick-and-mortar merchants?

Nowadays, it is more and more difficult to do the physical store, high rent, high staff wages, more competitors ......

But it is undeniable that there are some physical merchants with Internet thinking, even if they do not have a good location, and do not have a lot of employees, through the online expansion of the customer, as always, the operation of the business is very good, every month, they can receive A large amount of cash ......

The following 3 aspects for you to analyze, the traditional brick and mortar store is how to be killed by the Internet thinking!

One, the cost of customer acquisition is too high

Traditional brick-and-mortar stores, in order to get more high-quality sources of customers, usually choose to be in the road of higher traffic, which means that you need to bear a higher cost of customer acquisition.

What is the cost of customer acquisition? For example, a store needs 3,000 yuan of rent a day, and 3,000 yuan of other expenses, the total **** is 6,000 yuan.

But only 30 target customers come into the store a day, which is equivalent to spending $200 to attract a customer into the store, so the cost of customer acquisition is very high.

If there is no deal, and there is no way to leave each other's contact information, then it is equivalent to 200 yuan of advertising costs are wasted.

But people with an Internet mindset will not choose a road with expensive rents, but will only choose a place that is easily accessible and easy to find, even in the form of a clubhouse.

So the rent alone is several times cheaper, the traditional store in this regard immediately lost a big cut.

If the rent saved, directly concessions or used to purchase gifts, back to the new and old customers, to enhance the rate of return. In this article, the traditional brick-and-mortar stores again lost.

If the front-end with an irresistible membership proposition, locking a large number of member base, greatly reducing the subsequent customer acquisition costs. On this one, traditional brick-and-mortar stores lose again.

If you know how to design a membership fission proposition, a customer fission out of multiple customers, and each membership card can also earn dozens of dollars, from spending money to expand customers into a money-making project. In this article, the traditional brick-and-mortar stores lost again.

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When the traditional store is still inside the store waiting for customers to come to the door, a large number of consumers online has become someone else's members, which is very tragic.

So, when you have the Internet thinking, there are numerous angles to reduce the cost of customer acquisition, especially now there are a lot of mobile Internet tools, sitting at home can do a campaign to realize the automatic fission of customers.

Two, the relationship cost is too high

1: There is no relationship maintenance link

Before the shopper and the customer, just the relationship between the sale of the product, into the store on the greetings, out of the door there is no relationship.

Always in the development of customers, but has not been focusing on the accumulation of customers, and do not know how to operate the old customers.

So the traditional brick-and-mortar business, in the maintenance of customer relations with the above lost a big cut, because there is no maintenance of customer relations link.

2: do not know how to maintain the relationship

If the shopper is well-trained, but also able to maintain the relationship with the customer. If the training is not good, not only can not maintain the relationship, but also destroy the relationship.

It is not easy to get customers to the store through various ways, the result is that the shopper is offended, offended a person, the equivalent of the loss of the person around all the customers.

Not only do not do positive publicity, but also lead to the spread of negative, so the cost of the relationship is too high.

3: did not establish a relationship maintenance channel

Traditional stores do not pay attention to the connection between the customer, not to mention the establishment of a smooth communication pipeline between the customer, the customer came into the store on the simple maintenance, not into the store never contact.

But people who know how to think on the Internet will find ways to create links with customers and generate subtle emotions.

For example, by giving each other special status, inviting each other to join the organization, becoming a member of the community, inviting to attend the party and other various ways to bring customers together.

Continuous contact with the customer, so that his relationship with you is not the same, the perception of your product is not the same, the loyalty to your product is not the same.

More importantly, many times sitting at home, you can follow up with customers, maintain feelings, a person can easily maintain dozens of people a day.

As long as the relationship with customers is well maintained, then the same business, consumers will choose to buy products with their own good relationship. In this regard, the traditional brick-and-mortar stores lose again.

Three, the cost of education is too high

Many traditional stores, but also playing a variety of TV ads, billboard ads, body ads, etc., as a way to educate consumers.

But nowadays consumers hardly watch ads, which means that more than 90% of the advertising costs are wasted.

Those who know how to operate online, those who know how to catch the member base, may publicize his brand to the consumers through a circle of friends, a public article, a WeChat group.

No need to smash ads at all, you can build super trust with consumers and grab their minds.

The times have changed dramatically. In the past, to seize consumers' minds, we relied on airborne advertisements. Now to seize consumers' minds, just do the following 3 steps:

Step 1: Through the irresistible membership proposition, suck people in and get a large customer base.

Step 2: Operate through the form of community to form strong emotional bonding with consumers.

Step 3: In the irresistible proposition and strong emotional viscosity maintenance, and then through advertising, public articles, group interaction, so that consumers y recognize your product, so as to seize the minds of consumers.

And the traditional way, is in the air first smashed a few hundred million advertising, so that consumers know that there is such a brand, when consumers walk into the store inside, only to start with him to establish emotional links, and finally began to engage in promotions.

This process is not only inefficient and costly, but also easy to die. If the front is not educated, the customer does not recognize the value, it's over.

See here, I believe you already understand the traditional brick-and-mortar stores, why the Internet plus thinking killed the reason.

So, if you are still operating in a traditional way, do not know how to bulk link customers, do not know how to lock the target customer long-term consumption, will not use the combination of online and offline to maintain customers ...... then, destined to be more and more difficult.