Shulou(Shulou.com)06/02 Report--

Physical stores can provide a very good sales experience, both before and after sales. This type of business has existed for thousands of years, if combined with social e-commerce, there will be better development and performance in the future. Physical stores to do social e-commerce, there are two ways to correct:

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First of all, brick-and-mortar stores are used to waiting for business to come to their door, while social e-commerce is taking the initiative. In the environment of large-scale off-line traffic of e-commerce, the result of physical stores waiting is to sit back and wait for death, and only in today's situation can they take the initiative to get out of the predicament.

Second, physical stores do social e-commerce, storefronts are no longer traditional storefronts. It doesn't mean that a shop on the side of the road is a storefront. Your shop assistant and manager's circle of friends, Weibo, Douyin, official website, Wechat official account, Mini Program and other interfaces that are open to the outside world are all indispensable and inseparable parts of the storefront. The storefront is a sales channel that exists anytime, anywhere, all the time, and the carrier of a transaction.

1. How do physical stores do social e-commerce?

We direct offline customers to Wechat, social platforms, and then to the community. Manage customers online, extend the interaction scene and transaction scene in the way of community, retain the customer flow of the store through the online community, form stickiness, establish a strong social relationship, and then reach a number of transactions through operation.

Deal, →, social, →, multiple deals.

Physical stores are the first to make a deal and then to socialize, while social e-commerce is to socialize before closing a deal. The sales and transaction scenarios of the two are very different, and they don't seem to co-exist, but Fang Yu said that physical stores are more appropriate to do social e-commerce. Why? to socialize in brick-and-mortar stores is to achieve multiple deals with the social relationships reached. Make the relationship more interesting and richer!

2. Transfer the operation of the community

For example, the grocery store downstairs, can this grocery store be a social e-commerce business? absolutely. When customers pay at the store, they say, "if it's inconvenient for you someday, we can deliver the goods to your door" and ask everyone to add his Wechat.

Through the natural passenger flow of the store, all the people nearby are gathered on WeChat account, and then they are pulled into a group to play with the community. Because brick-and-mortar stores have the advantage of being able to break through location-based social networks. Because the physical store is based on the specific location of a location, can radiate to the surrounding resident users, users have a common life scene. For example, living in the same community, children go to the same kindergarten, often go to the same gym, buy vegetables in the same market, and so on.

Taking the physical store as the center and the shop owner as the center, we set up a group, which must be a group based on mutual assistance in life. Suppose the commissary is in Union Square, the shopkeeper sets up a group, and the members of the group basically work near Union Square, and everyone will interact and chat with each other.

For example, there are only a few places left in the kindergarten this semester, and someone in the group informed everyone that there were children of school age at home to sign up early; for example, an old traditional Chinese medicine massage nearby was very good, and some people recommended it to people with shoulder and back discomfort. Just like the "mangosteen" typhoon last year, you must have seen some groups reminding you to close doors and windows, prepare some dry materials, and so on. If there are more such people in the group, they will continue to warm up, and this is the deficiency of traditional property.

People gathered nearby, on the premise of protecting each other's privacy, must have some need to communicate with each other on the surrounding information in daily life. This demand is always there, and it is the best entry point. Nearby drugstores, beauty clubs, shoe stores, clothing stores, children's amusement parks, cosmetics stores, and even the stalls of the vegetable market can also do this.

3. Marketing should be done

When the relationship is established and trust is established, it is possible to carry more things next. When people are gathered together, demand will naturally be stimulated, and we can do activities such as group buying and bargaining, and recommend hot-selling products. Suppose a scene, for example, I am the owner of the snack bar downstairs. I gather hundreds of families in the community and ask who wants to have a barbecue in the evening, and then send some attractive barbecue photos or videos. Tell everyone that freshly baked Beef Kebabs has buy and get free, ten yuan for three strings, and send it upstairs immediately after issuing an order.

For example, a group of shopkeepers shouted: crayfish in a nearby store is very delicious, so you can buy crayfish at a 40% discount. If anyone wants it, you can quickly place an order and deliver it to your door. Some people will be tempted, especially now that office workers do not have time to cook, and if the price of a good meal is not high, they will follow suit.

We can also give corresponding discounts at appropriate times, such as special offers and group purchases, when the number of people reaches a certain number, so as to encourage people to recommend each other and follow suit, and stimulate people's desire to buy.

They all know each other, so there will be a natural sense of intimacy and trust among friends, and the problem of the last kilometer will be solved. After arousing desire, they will naturally go to the shopkeeper to buy.

In this way, business will keep coming, and it is easy to do it in physical stores, especially in stores around the neighborhood and in stores near residential areas. Because there are no more than two kinds of passenger flow intercepted by it: one is immediate demand, usually some daily necessities, and they choose to buy nearby, for example, there is a shortage of soy sauce at home today, so they need to use it to buy it; the other is exciting demand, such as passing by a fruit stall. When you see someone waiting in line to buy strawberries, you buy them when you think they are fresh and taste good.

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To learn more about E + new retail industry Internet, you can search the official account "Industrial Internet Service provider"

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