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当前位置: 首页 > 售后 > 艺源智库
小程序+新零售,带你玩转行业新玩法!
时间:2018-12-29 10:16:45
文章发布:李阳
原创作者:未知
来源:互联网

随着消费升级和商业模式的不断革新,线上线下融合的新零售概念被企业和互联网广泛提及。从大润发的飞牛网,到京东3C产品实体店,再到阿里巴巴的无人超市,中国零售业正发生着重大的变革。而连接线上场景与线下服务的微信小程序,能否成为线下门店撬动新零售的杠杆?


零售行业面临新挑战


近年来,受中国经济增速放缓、电商冲击、租金成本攀升、人们消费习惯改变等多重因素影响,零售企业的销售额、利润双双呈现下滑趋势。从业者一直在用不同的方式去探索,比如说O2O、比如说全渠道、比如说做电商。


小程序+新零售,带你玩转行业新玩法!-艺源科技


过去,O2O行业过于依赖线上互联网,而忽视了线下传统企业的重要性;大量企业电商纷纷做公众号,然而实现交易时则需要跳转到微信商城、自行开发的H5页面或者引导用户去一些主流电商平台。多重的跳转与引流,不太连贯的跨屏购买,服务体验不佳,客户流失严重。


打造去中心化智慧新零售,小程序是破解道


在电商和O2O平台主导的零售模式下,中小企业仍然要依托平台统一流量入口才能生存,企业仍需花费不菲的价格导流,但导入的流量很多时候却成为平台的流量,结果企业还要再从平台购买流量,恶性循环带来的却只是碎片化的销售额,企业难以获得核心的用户数据。相比传统电商布局的中心化零售业态,去中心化的新零售是中小商户的必然趋势。而小程序则是打开去中心化新零售的钥匙。


通过小程序,围绕移动商城、门店、收银、物流、营销、会员、数据等核心商业要素重点布局,对人、货、场等商业元素进行重构,打造去中心化的新零售体系。


小程序构建“场”是连接人和服务的关键,而新的零售模式是人和服务的智慧连接,让“场”无处不在。通过整合附近的小程序、扫一扫、卡包、微信支付、社交分享等能力,打造集会员识别、自助买单、数据沉淀、精准营销、服务提醒为一体的小程序零售模式,帮助商家更快地实现会员、门店、营销和电商的打通,同时提升商业效率和顾客体验。


小程序构建“场”,要注意四个打通。第一是会员打通,实现会员权益统一,线上线下能识别出是同一个用户,积分优惠是一样的。第二是营销打通,线上线下营销活动、线下采购价格与线上系统价格同步。第三是电商的打通,这涉及到商品统一、价格统一、库存统一,还涉及到物流怎么样解决,是前端的门店做配送做仓储,还是通过其他快递公司提供物流等等。第四是门店的打通,通过微信支付、自助收银把门店和构建的“场”能够很顺畅地连接在一起,让用户在线上线下顺畅地完成这种转换和购物。


小程序+新零售,模式玩法新升级


1.利用小程序的分享能力,打通线上线下


对于线下实体来讲,经营本质是客流经营,万达的小程序解决方案就是客流电子化模式:把线上线下打通,将硬件、人及商品、服务、CRM、ERP等系统连接打通。小程序上线了手机号登陆功能、线上停车缴费功能、限时抢购功能,未来还将实现点餐、排队、优惠券发放等功能,通过小程序及公众号的分享能力、信息推送能力再把会员从远场线上拉回到线下。


2.利用 “附近的小程序”能力,创造商业新契机


爱鲜蜂闪送超市借助“附近的小程序”定位于“30分钟掌上便利店”,通过小程序让下单、物流更轻松,打造社区+零售+线上购买的全流程服务。


3.利用小程序支付能力,创建新渠道


保利若比邻推出的“闪购”小程序让用户可以通过小程序进行商品选购,未来还将实现商品定制购、预约购,做到预约上门和立即送货上门。借助小程序,保利若比邻超市高峰业务处理能力提高了两倍,整体的门店订单提高了20%,对门店有非常可观的促进作用。


4.利用小程序“轻”特点,建立消费新通路


“施华洛世奇馈赠”小程序在其品牌定位上是“小而精”,功能简洁、方便,并不是全网络、全产品的一个电商渠道,它的意义是让用户需要送礼的时候可以快速通过小程序完成礼物的购买以及心意的传达。


无论是线下生活场景的不断拓展,还是针对零售行业全面释放的产品能力,小程序通过不断向开发者、服务商、商家输出更成熟、更完善、更创新的功能,助力推动传统零售向智慧零售的转型与升级,为广大用户提供更便捷、更具智能化的生活方式。

小程序开发
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