The Secrets Behind US Retailers' Grabbing 80 And 90'S Market

For example, positioning technology.

At first, we only had GPS to find the way, but now, we have achieved the location in the store through iBeacons technology.

Take the second largest discount company in the United States (Target), as long as you walk into the labyrinth shop, you can take out your cell phone to enjoy the benefits based on the location of the store: you can find the goods shelves you want to go, recommend the nearby products, and seek help from the shop assistants (the shop assistants will come to Taghit to help you).

Moreover, personalization is realized through iBeacons technology.

More and more, this has long been an important magic weapon for American retailers to upgrade their store experience.

This example is obviously for the generation of post-80s and post-90s generation customers who can't live without mobile phones and want to do everything themselves, but they still need help if necessary.

In the US, this generation of customers accounts for 3 of the population, while China accelerates into the age of aging, but the number of the 80 and 90 generation is still nearly 1/4.

If we want to continue to serve the generation well, we still have several things to do.

Virtual reality + Social Media

In recent years, there must be something called "wearable device" in the hottest keywords of investment circles. The major manufacturers are also trying in this area: the core of the idea is to know who the user is, so that they can buy their drinks without using the key to open their doors and do not use credit cards.

If these are linked to the retail industry, the core of some of them is to change the e-commerce industry, and the other is to enhance customer experience in store.

Among them, Visual Reality (VR) is considered by some people to directly pform the retail industry. After all, you can experience the feeling of buying in the shop simply by wearing glasses.

And with the efforts of some social media in VR, you will find a way to "social media + buy", which will change the traditional e-business. Don't forget, when we denounce e-commerce, we always say, "no experience at all."

In fact, retailers have begun to try.

On Christmas Day 2014, Taghit opened special areas under 4 offline stores.

Consumers can use Google's Project Tango tablet device here. The biggest difference between the device and the traditional tablet is that it is equipped with a 3D camera, thus turning the shop into a 3D winter playground: with the movement of consumers, the scene and pictures displayed in the device are also changing, as if they are in a real playground.

In addition to the interesting 3D scenes, consumers can interact with the mascot in Taghit and even participate in a virtual snowball competition in the store.

At the same time, Taghit will deploy staff at different locations in the store. When they show customers the wonders of this device, they will deliberately take customers to various locations in the store, not only to intervene in the purchase journey of consumers, but also to guide the whole journey.

In this process, consumers can see a lot of 3D images of the characters in the game through the equipment. At the same time, they also stroll around every corner: when consumers are ready to leave, in fact, they have already bought a lot of things.

Parity becomes mainstream

In a US survey, price influence is more than 5 times that of other factors in all kinds of factors that influence customer purchase behavior.

At the same time, the survey also said that before going to the store, 9 of them would look at these products online.

So, when you know that more than 4 of the users will compare the price, and eventually 45% of the people in the non entity shop to buy, it is not surprising.

What about a physical store? It's actually not as difficult as it might be.

The first step must be the membership system and the incentive for members.

In addition to the membership system, in fact, there are still entities in the store.

From the price point of view, the characteristics of the electricity supplier is to adjust the price at any time. If it is not for your concern, you probably do not know that when the price is full 100 back to 100, the price is increased by 100%.

Then for the entity store, the electronic price tag is a good idea.

Kroger, a famous American supermarket, has recently produced something from the electronic price tag: when customers hold a cell phone and search for goods according to their official APP shopping list, the relevant commodity price tag will light up! A simple and crude move is indeed a great step forward for customer experience.

Another case is Amazon's physical store in Seattle.

Selling books is the core of the store. The core is not that these books have more than 4 stars' comments, but when customers scan their two-dimensional codes, they can directly know other users' comments on the book from their phones.

Finally, the most brutal way of thinking is that since you like the price, I will fulfill you.

WAL-MART is doing this. Its official APP has a Savings Catcher function. After shopping, the customer will scan the two-dimensional code on the list, and the system will automatically compare the price. Once the item is expensive, App will return the difference in the form of gift card. So it is not surprising that her APP has more than 22 million users.

Taking into account WAL-MART's recent Walmart Pay, we can imagine its fearful competitiveness in the future.

3D printing technology

Compared with grandparents, the generation of post-80s and 90s grew up with the Internet, mobile phones and all kinds of new technologies. They like to discover something unique, like sharing and enjoying the trend, and the demand for individuality surpasses that of their grandparents.

From now on, 3D printing is almost mature, and many places can find objects printed by 3D. However, few of them have 3D printers in the shop.

For the younger generation, 3D printing is the new technology. They hope to get it.

Besides products, I would like to see what 3D printing looks like at the same time, and then take a micro video and photo and throw it onto social media.

It can be said that the 3D printer is an important way to attract customers: for young people, this means free internet promotion, and for children, this will mean attracting family members to the store in the form of family. At this time, it will see how many people are willing to pay for services in your store.

In addition, there is another way of thinking, in addition to using 3D printers to make something new, you can use this printer to modify the existing products, which helps customers to buy the "big road goods" into their own "personalized goods". In this regard, we regard 3D printers as upgraded version of "tailoring".

Smart fitting service

Trying clothes has long been one of the most experienced services, but the problem is that this process is sometimes not so convenient, so there is "smart fitting", and there are many cases.

Marcus Smart (Neiman Marcus) has used a technology called "Smart Mirror".

Customers can wear a piece of clothing in front of the mirror and take a video that does not exceed 8 seconds. Then wear another dress to do the same action, then you can compare the two videos on one mirror.

It is not two clothes that are contrasted at this time, because customers can change the color of the clothes, so as to avoid the trouble brought by each color one by one trying on.

Finally, customers can also send this video to friends and upload them to social networking sites, thus upgrading the traditional way of self timer sending to friends.

Similarly, there is Ralph Lauren (Ralph Lauren).

In November 18, 2015, it displayed a new generation of "fitting technology" in the flagship store of Fifth Avenue, New York.

In the fitting room, there is a large screen similar to the iPad function.

First of all, customers can adjust the fitting room lights according to their preferences and choose the service language (including English, Spanish, Portuguese, Italian and Chinese).

When you try it on, you will see all the colors and sizes, so you only need to try it once, which is equivalent to finding your favorite color and suitable size.

At the same time, the big screen also bears the role of cross marketing. On the one hand, it will recommend commodities according to your choice and preference. On the other hand, if you don't know whether you should buy a particular product, you can send relevant merchandise information to your mobile phone through the big screen.

Instant gratification

Instant gratification has become the characteristics of this generation of users. They are not only satisfied with the order that they can use their phones, but also want to get the goods faster. So the major retailers are starting to write articles in this regard.

A US survey shows that 63% of the 80's and 90's are very interested in the same day's arrival. Half of them are willing to pay a premium for the same day, while only 50% of the other age groups express the same intention.

The five black season in 2015.

All the gold users (Prime) can enjoy 2 hours of service in some areas, except for the information they can get in advance. This makes a large number of non gold users subscribe directly to the gold medal members, which is the real profit point of Amazon.

The second train of thought is the online shopping under the line, and more and more users are interested in this idea, and this also attracts more users to shop, which also promotes the realization of more "instant gratification".

From the point of view of the US, if we want to catch up with the market after 80 and 90, the technology factor is absolutely indispensable. Retailers must connect new technology and intelligent devices of users, so that users can meet their needs anytime and anywhere.

Only in this way, can users use their mobile phones to facilitate their shopping on your computer, rather than on the home phone.