Shoes And Clothing Enterprises How To Design O2O Brand Experience Shop

< p style= "text-align: left >" it is said that Nike city in New York has become a famous scenic spot, but unfortunately it has never been visited.

But Nike Asia's largest experience store settled in Shanghai Huaihailu Road business circle, giving us the opportunity to learn and learn from world-class brand experience.

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< p > the brand experience shop of Nike Shanghai has a 3700 square meter area and 4 layers of super luxury experience space.

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< p > in addition to the beautiful display products, Nike experience shop highlights the sports culture experience, such as regular sports shoes, NTC training courses, running clubs and other activities.

Among them, the NTC training course mainly aims at women training. Every Wednesday night, courses will be offered in the store. Professional coaches from Taiwan, Hongkong and other regions will lead the public to train, provide fat burning, shaping, strong body and mind training and fitness courses, and answer questions about fitness problems.

The running club is open every Thursday, starting from the experiential shop for night running. Depending on weather and registration, the running distance is between 3 km and 5 km. During the running, professional training teachers will be running to provide professional running training guidance.

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< p > all of these are open to the public free of charge. People can participate in the experience shop when they sign up.

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< p > the first Nike digital challenge center in the country, consumers can personally experience the latest technology Nike+ and get their own sports data compared with the world's top athletes.

In addition, the experience store also has a larger air and space experience area to enable citizens to engage closely with football, golf, tennis, rugby and other sports.

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< p > domestic enterprises in the application of brand experience shop, in addition to the concept of catching up, the connotation of the operation is still thin.

For example, the famous brand of shoes and clothing, Mester, has invested nearly ten million yuan to build a brand name integrated store in Chongqing. It is known as the 2 version of the experience store upgrade.

The total area is more than 4000 square meters (bigger than Nike, which is not bad money). It includes four brands of Meters Bonwe, ME&CITY, ME&CITY KIDS and Moomoo. The interior of each shop is equipped with a fashion interactive device, and consumers only need to scan the barcode of the clothes. The device will give collocation suggestions (which seem to have improved, but still sell a lot of flavour and lack of Culture). At the same time, the salesmen are equipped with IPAD, which can enter the IPAD's cloud payment system after consumers purchase, and pay by Alipay or WeChat.

In addition, if the goods purchased by consumers are short of color, the order can be sent to other stores through the Internet and delivered to the home.

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< p > by the way, it is understandable that the 020 way is to get through online and offline and promote each other's sales.

But don't forget that brand experience shop's original intention is to let customers pay more attention to you, like you more, and be more willing to recommend you to others.

In contrast, most of our experiential stores are (1) heavy show, light experience; (2) heavy hardware, light service; (3) heavy sales, light cultural deficiencies.

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< p > Real experiential marketing concept not only provides a stage for customers to experience the performance of products, but also provides an interactive communication platform to improve products through absorbing customers' opinions, thus forming a very strong brand relationship.

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< p >, then, with the background of < a href= "//www.sjfzxm.com/news/index_c.asp > > big data < /a >, how can the brand experience shop featuring 020 be creative experience? < /p >

< p > 1, encouraging customers to participate in the experience of creativity, not only around the product itself, but also integrate into the relevant cultural elements.

For example, Nike upgraded its shoes into sports culture.

An outdoor shop in the US built a simulated rockery scene in the shop and placed real animal specimens.

In the experience area of the suit, and the rain room can be put into the customer to experience the performance of the product.

The experience zone of mountaineering shoes has a special coach who will teach you how to climb mountains on the simulated site.

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< p > 2, the arrival of big data era, let experience shop have further marketing value.

Customer data can be collected.

In a clothing brand experience area, a two-dimensional code is attached to each garment, and a portrait collection device is set up in important areas.

When the customer watches and tries on clothes, the relevant device will start and collect data.

In this way, people in the background can know which clothing is most concerned through analysis, which clothing has the highest wear rate and which clothing has the highest turnover rate, which can guide the design of subsequent products.

This kind of judgement and grasp of the trend is far more reliable than the predictions of the masters at the fashion show.

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< p > 3, using the < a href= "//www.sjfzxm.com/news/index_c.asp" > interactive device < /a >, creating screaming points.

Tiger T-shirt designs a fitting mirror. When customers try on Tiger T-shirt, the clothes will be splashed with ink on the screen. The surprise experience of consumers will make the sales of Tiger T-shirts much higher than other brands of the same store.

Coincidentally, there is an interactive device installed in a clothing store in Spain. Whenever customers try on clothes, there will be scenes of handsome or beautiful women proposing to the pilot.

Pleasantly surprised customers satisfy their vanity and purchase is logical.

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< p > 4, encouraging customers to participate in the design of < a href= "//www.sjfzxm.com/news/index_c.asp" > Product < /a >, forming stronger brand relationship.

The company has launched personalized customized services through the Internet, and is well received by young people who are looking for something different.

The concept of wet marketing, the Guangzhou clothing code company, also encourages customers to participate in the design with the idea of crowdsourcing, and has achieved excellent results in the background of declining peer performance.

The brand experience shop of the enterprise can fully learn from the advantages of the Internet business peers, carry out personalized design and customized services on shoes online, and then upgrade to custom-made ones. If there is bulk ordering, the designer will receive a certain percentage of copyright awards and turn the experience store into a venture.

It can also be upgraded to classroom activities aimed at children's life skills, and to enhance children's participation in making shoes and clothing products, participating in sorting and ironing clothes, and improving their life skills.

Such a series of upgrading, brand experience shop has become the strongest link to maintain relations with customers.

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< p > as long as there is love, there is creativity. Whether in the past traditional sales or the current 020 mode, the core of its business has remained unchanged, that is, the consumer who loves the brand from the heart, let him (her) be happy and care about his (her) feelings.

Only in this way will the brand experience store become more and more warm.

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