How can a physical store transform the marketing method of traditional industries into smart retail?

2065438+March 2007, Suning Zhang put forward the concept of "smart retail" at the "two sessions". In the words of Hou Enlong, president of Suning.cn, it is "omni-channel, industry-wide, customer-wide" and "scene-oriented, intelligent and personalized". To sum up, customers can buy satisfactory personalized products in any place, in any channel, in any product and service, no matter what type. The layout of Suning's two big and two small features also includes the most complete consumption ecology of the retail industry.

Well, in fact, in the final analysis, both smart retail and new retail are the same. Their focus is to open all channels and provide personalized services to users by using the latest technical means. So how should physical stores change their marketing methods? Digital marketing, digital stores, digital supply chain, digital shop assistants, digital members and digital products are the core competitiveness of new retail in the future and the only way to build new retail.

And Japan, change the single sales channel and diversify the channels? This is the omni-channel concept in new retail. Omni-channel retail means that enterprises sell goods or services by integrating physical channels, e-commerce channels and mobile e-commerce channels to meet the needs of consumers at any time, anywhere and in any way, and provide customers with an undifferentiated buying experience. The omni-channel conversion of enterprises is not a simple channel expansion, but an overall change.

First, there must be systematic omni-channel planning;

Second, it is necessary to reconstruct a new organizational system that adapts to omni-channel conversion.

This can't be explained clearly in one or two sentences. Talk to you later if you are interested.