How to play new retail for home building materials and strengthen the four 'online'

Home building materials are products with low attention and low repurchase rate. Sales stores are mostly concentrated in building materials vertical stores, with serious customer diversion, long product transaction cycles, and users rarely enter the store for the first time. Under normal circumstances, users enter the store for the brand, but will not immediately place an order, so the business often starts with 'the user leaves the store'.　　 is precisely based on this product attribute. We believe that transforming the flow of shoppers into a flow of fans is the key to realize the interconnection among “users, stores, and brands”. Therefore, we usually think that shopping guides write down the user's contact information or add WeChat to each other after the user leaves. In fact, it does not establish a connection, but can only be regarded as a unilateral connection.　　 Therefore, when the user leaves the store, the shopping guide can deliver the service in a timely and accurate manner, and the most important thing is to maintain a reasonable stickiness with the user. In the era of new consumption upgrades, the boundary of sales lies in the connection capacity and the scope of influence; the clerk must not only flexibly and effectively deliver products and services to users, but also allow users to experience the credibility and authority of the brand.　　 and the store clerk can also carry out labeling management for each user, so that the user's portrait becomes clearer and clearer, and the brand understands the user better.　　 The brand used to aggregate fans through official accounts, but nowadays, the loss of fans is serious. The reason is that there is zero socialization between shopping guides and fans, there is no personalized content, and there is no warm service.　　Traditional IT is 'data-based business'; digital stores are 'business-based data'. Connection ability is sales ability. Traditional e-commerce is online in the e-commerce department. Digital stores are how to 'open a store and sell a city' online. The sales boundary of a store is not about the size of the store and the number of stores, but the connection ability of the store. Influencing capabilities, the digital scene operation system strengthens four online.　　 Employee online: Employee online is 'human-machine integration　　Customer online: Customers are often stuck by two things. The first is people pulling people. Your employees stick to your customers. One person deals with hundreds or thousands of people, and person-to-person becomes social. Secondly, you have to stick to customers with good products. Customer online is the result, customer online is not the process.　　Product online: The product is online, and it must have more products than traditional retail, lower markup rate, and achieve more savings. A huge WeChat store has been opened for each employee, and it is people who take care of products online.　　Management online: Management online is always service and supervision. Service is to empower your employees, so that your employees can be greatly improved through the company's online management capabilities. A good product must correspond to a good service. No matter how good the product is today, it will face the crisis of homogeneity; for users, service is the brand, and the flattening of information and the rapid popularization of social platforms also give users more choices. . So we say that users used to spend to see advertisements, and now users spend to see word-of-mouth.　　 The biggest bottleneck in traditional store marketing services is that all services are related to the quality of the clerk, so how to make the service timely, accurate, and personalized is the key to the brand's popular support, which is also the embodiment of the refined management of digital stores. From the moment the user enters the store, the digital scene operation system has automatically activated personalized services for the user: such as scale appointments, progress reminders, shopping guide reviews, after-sales questionnaires, product maintenance cards, newcomer gifts, etc., all information The reminder and push time are automatically generated with the product and related attributes purchased by the user.　　 Full data and full sample refined management of digital stores　　 The understanding of refined management of stores is 'full data, full sample'　　Traditional store management is all about looking at reports and performance, and reporting work every morning and evening. Digital stores will be full data, full samples, and full process records. For example, the source channels of fans, which store the fans belong to, which shopping guide serves, what the customer’s portrait is, and the log of interaction between the clerk and the user can all be traced.　　 And even if each shopping guide resigns, the fan data will not be taken away, and the store manager will transfer it to other colleagues for follow-up services. In short, digital stores require the clerk to be mobilized instead of 'waiting, relying, and wanting' to do business; the passenger flow must be alive, and the old and the new must be a sustainable source of business; the service will continue, and the 'new' in the new retail is Strengthen services; allow offline data to be monetized continuously, truly let data generate value, and empower stores. Source: Yiouwang