Electricity supplier rise in the traditional retail outlets, six way out

Network era of electricity providers, traditional consumers have abandoned the retail stores? Lamps and lanterns enterprises how to deal with? Accenture, the world's leading consulting firm, says that's not the case.

The latest survey found Accenture, there are signs of a "return to the store, consumers, and the survey found that 93% of consumers said the store shopping is very convenient / convenient", far higher than the network (75%) and mobile devices (61%).

Therefore, although the shopping experience of each channel are improving, but from the convenience of the point of view, the store still has an absolute advantage.

Accenture survey shows that due to the rise of the electricity supplier, the traditional lighting retail industry is experiencing an unprecedented pattern of change. Today's consumers have become consumer customers (non-stop). To attract these consumers, traditional retailers must constantly change, experience digital transformation, become a seamless retailer".

In order to help companies understand and track consumer demand for seamless, Accenture to lighting retailers put forward the following 6 directions can be hard:

1, re positioning the store

Consumers return to the store trend shows that the store's shopping experience is irreplaceable in other channels. The store and online channels should not be either this or that relationship, but support each other, making it more convenient for consumers, consumers contact effect, to meet consumer needs uninterrupted shopping. How to reposition the role of multiple channels in the store, will be one of the opportunities for retailers.

2, a deep understanding of mobile trends

The survey found that Chinese consumers enthusiasm for mobile shopping continues to rise, and higher than the global average. 88% of the surveyed retail business executives agree that the next five years, mobile shopping will be popular, but only about 30% of retailers opened a mobile shopping channel, which means a huge gap between business opportunities.

The survey shows that more than half of the China consumers are using or looking forward to a retail store to push coupons, mobile phone integration, real-time promotion and user reviews, they expect retailers through mobile devices in store service. Therefore, for retailers, in addition to the development of mobile shopping channels, mobile services can also become a major weapon in the store personalized marketing.

3, eliminate channel barriers

Under the influence of the digital trend, consumers are eager to continue shopping. Especially for the younger generation has a number of mobile devices, anytime, anywhere between different devices, online and offline switching has been as natural as drinking water. 1/3 of consumers believe that retailers need to improve is the integration of the shopping experience.

If retailers can integrate different channels to eliminate barriers between the various channels, will promote the completion of more consumer behavior. In addition to easy to return, retailers can consider providing more convenient payment, delivery and billing.

4, upgrade distribution services

Compared to the rest of the world, most Chinese consumers prefer door-to-door service. Survey shows that this phenomenon is not limited to online or mobile shopping, even shopping stores, many Chinese consumers are willing to deliver.

The high expectation of Chinese consumers on the distribution of the retailer's distribution capabilities put forward higher requirements. How to optimize the supply chain to maximize the supply chain and provide quick and convenient delivery options in the context of a comprehensive trade-off between consumer demand and internal costs, is a big problem retailers need to cross seamless retail.

For the return of foreign consumers that convenience is more important than price, while Chinese consumers are contrary to the idea. Nearly half (43%) of Chinese consumers will choose the most economical way to return.

5, personalized interaction

Chinese consumers are happy to accept the opportunity to interact with each other. 79% of consumers said that as long as it helps to provide a true personalized service, they do not mind to provide personal information to the retailer. 80% of consumers said they would increase their purchases if they offered a personalized order / delivery plan.

The study found that the most likely to affect the consumer's decision to promote the purchase of personalized store discounts and coupons sent by e-mail, and through the promotion of personalized APP role is also growing. Therefore, retailers need to interact with consumers in a multi-dimensional, multi way manner, in order to effectively promote consumer behavior.

Personalized interaction has "custom" characteristics, for each consumer "tailored" to provide interactive consumers want, this is not only a test of retailer's data collection capacity, more is the test of the ability of data analysis.

6, seize the essential needs of consumers

For the retail industry, how to maintain and enhance customer loyalty is a big challenge. Accenture research found that in the digital age, the main power of customer loyalty has not changed: the main reason of reasonable price, product variety, accumulated over the years the trust is still the consumers often visit their favorite retail stores. It helps to enhance customer loyalty, but it is clearly not the main driver.

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