In the post-epidemic era, the depression of the offline real economy is visible to the naked eye, and many people have turned their attention to the online economy. But after several years of development, the online economy has also tended to be saturated. The online traffic dividend is gradually decreasing, and retail companies have to find a way out of digital transformation.
According to the data, the digital transformation process of China's retail enterprises is roughly in the transition stage from online to intelligent. Currently, mostlyRetail businessesofDigitalizationThe construction is still focused on front-end channels and traffic operationsFocus on:DigitalizationThe consumer side of the constructionAbout 70% of retailers have realized the importance of omni-channel intelligence, and are committed to the construction of ** channels and their own platforms, and carry out omni-channel membership operations. However, in those areas where it is more difficult to transform,DigitalizationConstruction still leaves something to be desired, which is manifested in:OnlyA small halfofRetailquotientBe consciousManage data commoditiesand digitalizationAs:TransformationThe focus. However, only about 20% of retailers regard smart store operation decisions with higher requirements for data and algorithms as an important development direction.
What step should retail enterprises start with to achieve digital transformation? I think refactoring the people and goods yard may be a good direction.
For retail enterprises, digital construction should focus on the "user-centric" business logic. The new definition of people, goods and yards is also inseparable from the keyword "user".
People: A user-centric omnichannel "seamless" experience is an important goal to reimagine the people, goods, and yard. At present, digital transformation has helped leading retail enterprises to open up the omni-channel user operation system, and on this basis, it is equipped with many innovative capabilities, such as one-to-one member service and private domain operation, so as to break through the traditional physical space constraints and achieve online and offline "global and full-time" user operations. Through the establishment of a digital user operation system, retail enterprises can make full use of big data analysis, depict detailed user portraits and labels, and improve consumer behavior, so as to achieve accurate marketing reach and conversion.
Goods: One of the core advantages of retail enterprises compared to brand stores is that they can provide a richer and more diversified product portfolio. In the digital age, the product selection process should be data-driven to achieve a portfolio of product brands that accurately match the needs of target customers. Through data-driven store selection, first-class and even independent brand development, it is always guided by user insight, so as to realize the intelligent decision-making of the commodity system of retail enterprises.
Field: For retail enterprises, due to the strong stickiness of consumers, the offline field is still the core contact point and advantageous channel for in-depth communication between enterprises and users. How to redefine offline stores through digitalization and give them the ability to interact with content and user experience will become one of the key development directions for retail enterprises to build differentiated advantages. Innovative technologies such as AR VR can reshape physical spaces and provide new content and customer interactions.
At a time when all walks of life are carrying out digital intelligence, the hardware facilities for retail enterprises to achieve digital transformation can basically be satisfied, however, the transformation idea that has not yet been fully developed is a major constraint to enterprise transformation. There is more than one way for retail enterprises to carry out digital transformation, but any method needs to be led by a complete guiding ideology.