Chinese in the mobile Internet era, and the emperor can have on an equal footing. But I dark horse believes that in terms of O2O, China still has a gap compared to the United states. In the information, experience, closed-loop capacity, China’s O2O model still needs to be improved.
the current domestic department stores to adopt the "O2O" model, regardless of the focus of the operation or the concept itself, are more with Chinese characteristics. In the United States, a similar business model, usually used in the concept of "full channel retail (omnichannel)". Although the wording is different, but from the operational level, there is no essential difference between the two.
domestic O2O operations are how to play
at present there are a lot of department stores in the country began the "O2O" experiment, from these cases can be summed up in two characteristics:
first, basically rely on Ali or Tencent’s products (currently can not be called a solution), the core is to introduce passenger traffic as the main goal of the scene and business settings. The contents of the operation include: preferential, diversion, mobile payment, membership and management, the latter will be extended to CRM management, data analysis, member precision management, but still focus on the marketing level;
second, the core O2O experience mentioned in all the cases, is dependent on the platform in the application scenario of the product, there are limitations in the design of natural and common sense experience.
in order to further understand these features, you can take a look at the typical domestic department store two application scenarios:
scene one: mobile payment products as the core business design
This scene is usually paid
provide a discount or rebate subsidies by the mobile, some businesses to provide goods and operations support, joint marketing and publicity. When the customer in the physical store decided to buy a commodity, will hold the hand to open shopping small ticket payment to the cashier for payment in the choice of a mobile payment. Of course, to do a little better in the counter to pay, but the main mode of domestic department stores for the pool, in order to control the run single, basically a unified cashier.
The biggest problem with this scenario is that
does not significantly improve business efficiency, when the discount and the end of the event, because it is not natural and common sense experience design, it is often difficult to continue.
scene two: virtual goods wall code purchase business design
this is a relatively closed loop business design, physical stores will be a number of promotional efforts on a large number of commodity combinations on the virtual wall, and generate two-dimensional code. Customers sweep the two-dimensional code, the completion of mobile payment (mobile payment in this scenario is in line with the common sense of the link), you need to choose from mentioning or express. If you choose to mention, it is necessary to show the counter has been paid to take delivery of documents.
The trouble with this approach is that
: how to verify the counter? This is bound to be equipped with mobile terminals or fixed terminal equipment in the