The War Of Counter Attack On Department Store

As the core of the whole channel strategy, the immediate, pparent and accurate inventory system is the core of all, which is also an important factor in many retailers who call themselves the "full channel strategy".

In this regard, he spent a lot of money on technology.

Since 2013, in a discount store, North joined a new function on its handheld mobile settlement device: "Search Send".

A sales representative can retrieve stock of a particular commodity in dozens of discount stores through equipment, help customers place orders, and send merchandise directly from other stores to the addresses provided by customers.

At the end of 2013, its official website Nordstrom.com generated sales of 13% of total sales. In the same year, North Stone increased the online choice of consumers by 30%, and consumers could buy them directly and send them directly by enterprises.

For the north, the pparent inventory system can meet the needs of the system settings are derived from the background innovation, and requires considerable investment; in fact, there are some front desk service design to enhance the customer's full channel experience.

According to North's annual report, by the end of 2014, it had 119 full price stores and 167 discount stores in 36 states, and its discount stores are expanding rapidly.

It is in "2014"

Demo said that in five years, the business of discount stores will increase from 17% to 24%.

The data show that only about 10% of the customers of the two stores overlap. In other words, while ensuring that a large number of customers are still buying at full price stores, it opens a new market through discounts, so the discount store becomes a "cash cow" business.

At the same time, compared with the average price of 20000 square meters, the average area of discount stores is only 3250 square meters, which is easy to find on the one hand, and lower on the other hand, so that it can carry out business at a lower cost.

Not only that, but in fact, north through the discount store, it solved the biggest problem of the current physical retail industry, that is, how to attract millennial customers, that is, customers born between 1980 and 2000, equivalent to the Post-80's and 90's in the country, to buy them. This discount store is very attractive to them.

At the same time, "no abandonment" when customers have no money.

So many customers will go shopping at full price shop when they are on the right track. In the process, North Stone has created a way to buy from discount to full price, locking customers firmly in their own ecosystem.

From very early on,

It has begun to build its image in social media. At present, its fans on all kinds of mainstream social media have already exceeded 5 million, and it is precisely for these customers, through a very simple way, he made a "online offline integration".

First of all, North Stone put its products on various social media, such as Pinterest, Instagram and so on, then naturally a large number of fans will come to "praise", write comments and write their experiences. At that time, he chose the products which were "very popular" and put a label of "P" or "I" on the relevant products. Customers did not need to check the phone.

For customers, commodities and reviews are already used to all kinds of websites, so retailers must seize this point, not just providing customers with various discount coupons through mobile networks.

The core of traditional retail shops is to raise the price of customers. But today, with the high homogenization of commodities, it is almost impossible to raise the price of customers. However, a good answer is given by the North Department store, which is to provide customers with the best service and make customers and customers representatives to be friends.

No one believes salesmen, but everyone is willing to believe in friends, so if you turn a customer representative into a friend, this is the biggest feature of service.

While maintaining the high-end customers, Nordstrom did not forget to develop new customers, that is, through the discount stores to attract customers from 80 to 90, they are not only the core of the future consumption of enterprises, but also bring huge profits to Nordstrom at this stage.

Finally, in all channels, O2O is the most important visual inventory system, which is the cornerstone of the whole retail industry in the whole channel strategy: only when the inventory is visualized at any time and anywhere, can the purchase and distribution of the whole channel be truly realized.