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小程序+新零售，帶你玩轉(zhuǎn)行業(yè)新玩法！
時(shí)間：2018-12-29 10:16:45
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

隨著消費(fèi)升級(jí)和商業(yè)模式的不斷革新，線上線下融合的新零售概念被企業(yè)和互聯(lián)網(wǎng)廣泛提及。從大潤(rùn)發(fā)的飛牛網(wǎng)，到京東3C產(chǎn)品實(shí)體店，再到阿里巴巴的無(wú)人超市，中國(guó)零售業(yè)正發(fā)生著重大的變革。而連接線上場(chǎng)景與線下服務(wù)的微信小程序，能否成為線下門(mén)店撬動(dòng)新零售的杠桿？


零售行業(yè)面臨新挑戰(zhàn)


近年來(lái)，受中國(guó)經(jīng)濟(jì)增速放緩、電商沖擊、租金成本攀升、人們消費(fèi)習(xí)慣改變等多重因素影響，零售企業(yè)的銷(xiāo)售額、利潤(rùn)雙雙呈現(xiàn)下滑趨勢(shì)。從業(yè)者一直在用不同的方式去探索，比如說(shuō)O2O、比如說(shuō)全渠道、比如說(shuō)做電商。


小程序+新零售，帶你玩轉(zhuǎn)行業(yè)新玩法！-藝源科技


過(guò)去，O2O行業(yè)過(guò)于依賴(lài)線上互聯(lián)網(wǎng)，而忽視了線下傳統(tǒng)企業(yè)的重要性；大量企業(yè)電商紛紛做公眾號(hào)，然而實(shí)現(xiàn)交易時(shí)則需要跳轉(zhuǎn)到微信商城、自行開(kāi)發(fā)的H5頁(yè)面或者引導(dǎo)用戶(hù)去一些主流電商平臺(tái)。多重的跳轉(zhuǎn)與引流，不太連貫的跨屏購(gòu)買(mǎi)，服務(wù)體驗(yàn)不佳，客戶(hù)流失嚴(yán)重。


打造去中心化智慧新零售，小程序是破解道


在電商和O2O平臺(tái)主導(dǎo)的零售模式下，中小企業(yè)仍然要依托平臺(tái)統(tǒng)一流量入口才能生存，企業(yè)仍需花費(fèi)不菲的價(jià)格導(dǎo)流，但導(dǎo)入的流量很多時(shí)候卻成為平臺(tái)的流量，結(jié)果企業(yè)還要再?gòu)钠脚_(tái)購(gòu)買(mǎi)流量，惡性循環(huán)帶來(lái)的卻只是碎片化的銷(xiāo)售額，企業(yè)難以獲得核心的用戶(hù)數(shù)據(jù)。相比傳統(tǒng)電商布局的中心化零售業(yè)態(tài)，去中心化的新零售是中小商戶(hù)的必然趨勢(shì)。而小程序則是打開(kāi)去中心化新零售的鑰匙。


通過(guò)小程序，圍繞移動(dòng)商城、門(mén)店、收銀、物流、營(yíng)銷(xiāo)、會(huì)員、數(shù)據(jù)等核心商業(yè)要素重點(diǎn)布局，對(duì)人、貨、場(chǎng)等商業(yè)元素進(jìn)行重構(gòu)，打造去中心化的新零售體系。


小程序構(gòu)建“場(chǎng)”是連接人和服務(wù)的關(guān)鍵，而新的零售模式是人和服務(wù)的智慧連接，讓“場(chǎng)”無(wú)處不在。通過(guò)整合附近的小程序、掃一掃、卡包、微信支付、社交分享等能力，打造集會(huì)員識(shí)別、自助買(mǎi)單、數(shù)據(jù)沉淀、精準(zhǔn)營(yíng)銷(xiāo)、服務(wù)提醒為一體的小程序零售模式，幫助商家更快地實(shí)現(xiàn)會(huì)員、門(mén)店、營(yíng)銷(xiāo)和電商的打通，同時(shí)提升商業(yè)效率和顧客體驗(yàn)。


小程序構(gòu)建“場(chǎng)”，要注意四個(gè)打通。第一是會(huì)員打通，實(shí)現(xiàn)會(huì)員權(quán)益統(tǒng)一，線上線下能識(shí)別出是同一個(gè)用戶(hù)，積分優(yōu)惠是一樣的。第二是營(yíng)銷(xiāo)打通，線上線下?tīng)I(yíng)銷(xiāo)活動(dòng)、線下采購(gòu)價(jià)格與線上系統(tǒng)價(jià)格同步。第三是電商的打通，這涉及到商品統(tǒng)一、價(jià)格統(tǒng)一、庫(kù)存統(tǒng)一，還涉及到物流怎么樣解決，是前端的門(mén)店做配送做倉(cāng)儲(chǔ)，還是通過(guò)其他快遞公司提供物流等等。第四是門(mén)店的打通，通過(guò)微信支付、自助收銀把門(mén)店和構(gòu)建的“場(chǎng)”能夠很順暢地連接在一起，讓用戶(hù)在線上線下順暢地完成這種轉(zhuǎn)換和購(gòu)物。


小程序+新零售，模式玩法新升級(jí)


1.利用小程序的分享能力，打通線上線下


對(duì)于線下實(shí)體來(lái)講，經(jīng)營(yíng)本質(zhì)是客流經(jīng)營(yíng)，萬(wàn)達(dá)的小程序解決方案就是客流電子化模式：把線上線下打通，將硬件、人及商品、服務(wù)、CRM、ERP等系統(tǒng)連接打通。小程序上線了手機(jī)號(hào)登陸功能、線上停車(chē)?yán)U費(fèi)功能、限時(shí)搶購(gòu)功能，未來(lái)還將實(shí)現(xiàn)點(diǎn)餐、排隊(duì)、優(yōu)惠券發(fā)放等功能，通過(guò)小程序及公眾號(hào)的分享能力、信息推送能力再把會(huì)員從遠(yuǎn)場(chǎng)線上拉回到線下。


2.利用 “附近的小程序”能力，創(chuàng)造商業(yè)新契機(jī)


愛(ài)鮮蜂閃送超市借助“附近的小程序”定位于“30分鐘掌上便利店”，通過(guò)小程序讓下單、物流更輕松，打造社區(qū)+零售+線上購(gòu)買(mǎi)的全流程服務(wù)。


3.利用小程序支付能力，創(chuàng)建新渠道


保利若比鄰?fù)瞥龅摹伴W購(gòu)”小程序讓用戶(hù)可以通過(guò)小程序進(jìn)行商品選購(gòu)，未來(lái)還將實(shí)現(xiàn)商品定制購(gòu)、預(yù)約購(gòu)，做到預(yù)約上門(mén)和立即送貨上門(mén)。借助小程序，保利若比鄰超市高峰業(yè)務(wù)處理能力提高了兩倍，整體的門(mén)店訂單提高了20%，對(duì)門(mén)店有非?？捎^的促進(jìn)作用。


4.利用小程序“輕”特點(diǎn)，建立消費(fèi)新通路


“施華洛世奇饋贈(zèng)”小程序在其品牌定位上是“小而精”，功能簡(jiǎn)潔、方便，并不是全網(wǎng)絡(luò)、全產(chǎn)品的一個(gè)電商渠道，它的意義是讓用戶(hù)需要送禮的時(shí)候可以快速通過(guò)小程序完成禮物的購(gòu)買(mǎi)以及心意的傳達(dá)。


無(wú)論是線下生活場(chǎng)景的不斷拓展，還是針對(duì)零售行業(yè)全面釋放的產(chǎn)品能力，小程序通過(guò)不斷向開(kāi)發(fā)者、服務(wù)商、商家輸出更成熟、更完善、更創(chuàng)新的功能，助力推動(dòng)傳統(tǒng)零售向智慧零售的轉(zhuǎn)型與升級(jí)，為廣大用戶(hù)提供更便捷、更具智能化的生活方式。

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