Basic methods for physical retailers to build o2o;
Establish a community supermarket, establish an APP online platform, and invite businesses near the community to settle in the APP. Customers can get points when they spend or buy online goods in the settled businesses, and they can enjoy affordable membership prices in the community supermarket with points. The low membership price and points in the store are guiding tools to cultivate consumers' habit of using APP.
The APP evaluation system urges the settled businesses to improve their services, and the APP online shopping orders are distributed in small areas to reduce the distribution cost. The partner system enhances the shopping experience, APP fragmentation shopping changes the consumption pattern, points are the means, and reducing costs and improving experience are the core competitiveness, which ultimately urges consumers to complete most of their shopping needs and service needs through APP and community supermarkets.
Step 1: Establish a community supermarket.
Establish supermarkets in densely populated communities, with about 2000-4000 kinds of goods,100-200m2, and deal in common fresh goods. The reason for operating fresh goods is to enhance customer attraction. The low price of fresh goods can attract customers more, and fresh food is a hard demand. Only by solving the demand for fresh food can we completely stick to customers and change their habit of going to the food market or supermarket.
Each commodity price tag has two prices, one is the sales price and the other is the membership price. The membership price is displayed in big characters, and the sales price is presented in small characters. For example, Coca-Cola has a sales price of 2.5 yuan/bottle and a membership price of 1.9 yuan +6 points/bottle. Each point is worth 0. 1 yuan. Customers can get 1000 points, worth about 100 yuan, as long as they download and install the APP and register with their mobile phone number.
Not all goods need points. Generally speaking, the more sensitive the goods, the more points they spend. Non-sensitive goods may be given points, such as quilts. Sales price 109 yuan/bed, membership price 50 points/bed in 99 yuan. This means that when customers check out, they will not only pay 99 yuan, but also get 50 points.
The reason for this pricing is that the gross profit of sensitive goods is low and that of non-sensitive goods is high. Selling sensitive goods at a low price is conducive to establishing a low-price impression in customers' minds. Non-sensitive goods have high gross profit, and giving points can attract customers to buy them. Customers can only remember the market price of sensitive goods, and subsidize the loss of sensitive goods with the gross profit of non-sensitive goods, making sensitive goods more competitive in price.
Step 2: Online platform fragmentation shopping
The establishment of supermarkets is enough to attract customers to download, install and use apps, but how to make a profit? If all customers use the APP to shop in the store, the profit of the supermarket is very low.
The physical supermarket in this project is different from the traditional supermarket. It is not a self-financing entity, but a guiding tool to guide consumers to shop online and get points from neighboring businesses. Once customers get used to using the APP to buy online goods, they will get used to using the APP to enjoy the surrounding community services. Then the profit points of this project include online sales profit, merchant admission fee, capital market support, strong customer attraction and increasing sales scale, which can theoretically support physical supermarkets to operate below the market price.
Customers can shop on the APP, which contains 2000-4000 items displayed in the store and tens of thousands of items in the warehouse. The display space of the store is limited, and customers can buy goods that are not available in the store online. Generally, the goods in the warehouse are distributed, and the sensitive goods are basically in the store. Most of the goods in the warehouse are non-sensitive goods, so there is room for profit.
If the customer buys the goods of this store on the APP, the daily order before 19 o'clock will be delivered to the door at 19-2 1 point, and there is no delivery fee of 1 yuan. If the customer needs quick delivery, pay the delivery fee in 3 yuan, and deliver the goods to the door within 15 minutes.
If the customer buys goods from the warehouse on the APP and the order is delivered to the store the next morning, the customer can pick it up at the store or deliver it to the door the next day 19-2 1, and the delivery fee of 1 yuan is not charged.
Note that the rule here is that there is no 65438+ delivery fee from 0 yuan, which is the key to achieve fragmented shopping. Traditional shopping needs time and energy to go to the supermarket, and online shopping needs postage. Fragmented shopping allows customers to buy whatever they want, regardless of distance and postage. They won't buy goods they don't need just because 89 yuan is free of mail, and they will buy whatever they lack. They can take out their mobile phones, search for an order with one click, and get it done in one minute. As you wish, anytime and anywhere is the most suitable shopping form for mobile e-commerce.
The basis of waste shopping is extremely low distribution cost, which is centralized distribution from warehouse to store, and centralized distribution from 19-2 1 store to customer's home every day. The distribution cost of a single order is extremely low. Although the customer unit price is low, the number of customer orders will increase. Every time you deliver goods to customers, it is likely that several orders will be delivered centrally, which will reduce the delivery cost of each order.
Compared with Taobao in JD.COM, this online shopping experience has the following advantages: First, centralized distribution through stores, with lower cost. Second, there is no freight for debris shopping, which is more worry-free and convenient. Third, the APP points system is more attractive to consumers. Fourth, it is safer and better to support stores to pick up goods and deliver them to your door at the same time. Fifth, stores are closer to customers, with stronger influence and higher consumption frequency, and high frequency beats low frequency. Sixth, it can also manage the public fresh goods, but Taobao JD.COM can't. . Seventh, with store support, after-sales return is simpler, more convenient and lower in cost.
Step 3: Community businesses settle in.
Invite businesses around the community to settle in the APP, and consumers can get points when they spend money in businesses. Merchants are divided into three categories, one is physical, such as fast food restaurants, flower shops, pharmacies and so on. Second, consumer categories, such as beauty, dry cleaning, massage shops and so on. Third, services, such as housekeeping, unlocking, car rental, etc.
Consumers go to merchants to spend money, and merchants give consumers points, and the points come from merchants buying from us. Merchants are willing to settle in the APP because community supermarkets can develop more members and bring sales to merchants. Customers are willing to choose merchants because the rebates of merchants can be used in community supermarkets.
The core competitiveness of merchants in APP is not fancy points, but evaluation and supervision system and helping merchants save promotion expenses. Consumers can evaluate the merchants after their consumption. Only customers who have spent more than three times in the community supermarket can evaluate the business, and the same business can only evaluate it three times at most to prevent brushing. A real and effective evaluation system can help consumers screen businesses.
Consumers can query the information, distance, discount, service items and evaluation of nearby businesses on their mobile phones, which can help businesses to promote, especially the third kind of service businesses, such as unlocking car rental in China, which can not only help businesses save promotion costs, but also help customers choose safe and reliable businesses. In addition, the APP can also realize the CRM function of the settled merchants.
Step 4: Project Optimization
Partner system: the so-called partner is a one-to-one relationship. Orders in a certain region can only be delivered by one partner. All the problems of customers in this region are followed up and solved by the partner, and the interests of the partner are determined by the performance of the region in charge, so as to motivate the partner to provide perfect services to customers.
Partners often deliver goods to customers, and each delivery is made by the same partner. Friendship is established through delivery contact, such as helping customers take garbage downstairs. For example, if you find that there are children and old people in the customer's home, send the corresponding gift certificate. For example, if a customer orders some special goods, the partner will remind the customer of the precautions for these goods. Retain customers with the ultimate neighborhood service.
Big data application: in the new promotion stage of the supermarket, the membership price is relatively affordable. With the increase of customers, more businesses have settled in and online sales have increased. Will appropriately increase the store membership price, the extent of increase is related to many factors, and it is necessary to find the best point in practice and data analysis.
APP fragmentation shopping is mostly done on the screen of mobile phone, so fast and accurate recommendation is very important. For example, when a customer searches for soy sauce, the system will automatically recommend products that the customer has bought or is most likely to buy, helping the customer save time.
The products that customers often buy are products of interest. APP can be used to launch thousands of promotional activities. For loyal customers, high-value customers and lost customers, different recommended products and preferential margins are given. For example, if a customer hasn't come to shop for a long time, the system thinks that this customer belongs to the lost customer and will push the promotion to him. The products recommended by the activity are of interest to customers and attractive in price. Only this customer can buy these products at this price. Even if customers go to the store to shop, they will brush the APP.
Other optimization points: APP can add functions similar to Alipay sonic payment, and you can use APP to pay and score points without surfing the Internet. For merchants who have settled in the APP, all functions can be realized by installing the APP without adding equipment.
Customers need to pay cash when shopping in the store, which can guide customers to pay online with pre-deposit, which is more convenient and lays the foundation for future finance.
If some goods in the warehouse sell well, we can consider the store display sales, shorten the distribution distance and reduce the distribution links as much as possible, which can not only optimize the product structure of the store, but also reduce the waste of social resources.