In the case of scarce passenger flow, offline stores only continue to increase the store conversion rate, in order to maximize the value of the store's source, how do the offline stores improve their conversion rate? Uniqlo Greater China CMO Wu Pinhui told Yibang Power that Uniqlo's approach is to focus on the experience of offline stores and merchandise. On the basis of good merchandise services, it adds Coupon Code Aliexpress a sense of experience through the Internet tools.
In the recent UNIQLO 2018 autumn and winter new product launch conference, Uniqlo continued this experience beyond the store and carried out cross-border integration.
In this new product launch conference, Uniqlo and Shanghai Glass Museum collaborated to bring the daily show of the catwalk fashion to another game. Museum art, piano performances and dancers, catwalk models and clothes, Wu Pinhui said that the good product service and experience was used by UNIQLO.
Back to the key to the conversion rate of the store, Wu Pinhui said that Uniqlo's approach can be shared as follows:
First, Uniqlo kept on going offline. Uniqlo opened 80-100 stores every year. In Uniqlo's view, online stores are also one of them.
Second, Uniqlo will find ways to better display goods in a limited physical space. "For example, we will think about how to display this fabric, how to display this material, let the user put it on, the warmth can stay in this dress. We will encourage consumers to touch and wear." Wu Pinhui said.
The third is to constantly innovate and make the store even cooler. Uniqudo is the basic model, you have to think about how to make it more cool on the basis of the basic model. Wu Pinhui told Yibang Power that in order to experience the difference in the store experience, the standard of each store in Uniqlo and the store execution standards will be different. In addition to the store is not the same, Uniqlo is constantly strengthening employee education, so that new employees can quickly match Lightinthebox Discount Code a piece of clothing into a different style.
In order to enhance the store experience, Uniqlo makes its store technology feel full of style. According to Yibang Power, in the stores of Uniqlo, Internet digital tools are used, and the sense of technology and experience is full. Wu Pinhui gave an example to reflect the Uniqlo store “Technology Fan”. The digital interaction of the Uniqku store, the user's mobile phone scanned the poster bar code, you can see the 3D poster interaction, and then try to wear this dress, the user has emotional appeal to this dress.
From the store to the merchandise display, personnel training, digital experience tools, and the final scan code payment, the whole series is a link. Allow users to enhance the brand's awareness and influence while enhancing the user experience in a series of experiences.
Behind a series of means to enhance the store experience is Uniqlo's polishing of goods and services. Wu Pinhui believes that all the means to make the store cool are tools. The most important thing for Uniqlo is to do the goods and services.
"Internet digitization is a very important tool for us, but we will not do something that may not focus on the quality of goods and services because we have to do this tool. This is one of our principles. Why UNIQLO succeeds is to insist on the basics. Things do the best," Wu Pinhui said.
The product service is good, the store experience is full, and marketing is no exception. Wu Pinhui believes that on the basis of the above two points, we can do some cool marketing. The 2018 season new product launch conference and the Shanghai Glass Museum are an example.
Regarding the marketing of Uniqlo, the data shows that currently 60%~70% of Uniqlo's marketing is on the digital side, including mobile phones, self-media, and new media platforms such as vibrato. Among them, the brand Yoins Coupon Code has more than 700,000 fans on the vibrato, which is obtained without any promotion.
According to Yibang Power, yuupu will plan some theme activities in the near future, such as "everyone comes to show legs".
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