With the increasingly fierce competition between e-commerce and the proliferation of Internet marketing promotion, many businesses have begun to focus and promote the promotion offline. Offline promotion is very necessary and has certain effects. Online promotion can enhance the user’s experience of the product and enhance the understanding of the product. Merchants can use the combination of online and offline to allow users to enjoy preferential prices, experiences and services.
With the development of the Internet and mobile Internet, e-commerce has grown rapidly and has become one of the main ways consumers buy today. For example, most people today prefer to do online Longines when they need to buy a watch. However, since last year, consumers have appeared to want to return to the physical store to purchase. The proportion of consumers who purchase through physical stores has shown a rising trend. This trend is not only seen in US, but it has been performed globally. Very obvious. How to fully understand this problem, we think the key is to analyze the psychological and behavioral changes of the main consumers who often use e-commerce today.
What is omni-channel sales? What channels does omni-channel make up for?
With the development of the Internet, many merchants have chosen to open stores online, and the business of physical stores has been impacted and the business has been bleak. At present, merchants have proposed an omnichannel sales method. Omnichannel is to advocate that businesses can provide consumers with an undifferentiated service experience regardless of any place, time, and channel. The emergence of omnichannel has made up for the shortcomings of e-commerce experience. It is a good countermeasure, so as a company, how should you choose your own way of opening a store?
We know that in order to impress the post-80s and post-90s generations, they need to understand them deeply, gain insight into their potential psychological needs, and start with their values, emotional needs, consumer attitudes, and brand and product preferences. Especially after the 90s have a clear sense of self. They insist on themselves and do not easily compromise on what they believe. In everyday consumer life, “I” is the most important factor to consider, I want, I like, and it suits me. And all this is difficult to satisfy online consumption, because they emphasize the importance of self in consumption, and at the same time satisfy themselves through consumption.
With the rise of e-commerce, especially the development of mobile Internet in recent years, the traditional retail industry has experienced great impact, and the overall market structure has changed as a result. Today’s consumers have become an uninterrupted customer under the tide of mobile Internet. As long as the mobile phone is in your hand, you can go to say… the watch shop online, complete shopping and consumption, and keep in touch with friends through social media. As a result, more and more brick-and-mortar retailers are aware of this and are beginning to transform digitally and move online.
Although the shopping experience in all channels is constantly improving, in terms of experience, physical stores do have absolute advantages. Another example is that you can’t see the actual fabrics or buy them online to buy clothes online. You can’t experience the taste of tasting in a physical store when buying food online. Whether the wine you purchased is of your taste. It can be said that many products that are closely related to the post-80s and post-90s life have problems in the “experience” link at the level of online shopping. This has aroused great concern from the operators.