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针对80后消费群体的全渠道策略

Globally, omni-channel efforts meant retailers and banks focused on products and channels, e.g., ship to store, find in store, checking deposit by mobile. Consumers, particularly Post 80s (also called Gen Y and Millennials), who are exhausted with overuse of digital and mobile including on sites such as Baidu, Tencent, Taobao, are embracing a reverse trend. These little emperors, who are twice as likely to shop with others, crave an ever-changing stream of unique, in-person, experiential events with human face-to-face interaction to talk about and to show off their luxury purchases. See worldwide examples of how “customer experience” is becoming “experiential” as banks transform to cafés and retailers turn their stores into nightclubs, rainforests, and group sleepovers. Learn how others are using Omni-channel to win consumers' time, because where they spend their time, is where they’ll place their money.

“全渠道”这一概念的提出意味着零售商和银行更加关注产品及渠道,同时也更加强调消费者在实体店的购物体验。而如今以“80后”为代表的新生代消费者们的生活空间却不断被各种电商网站所占据,他们反而比从前更加愿意和朋友一起到实体店购物,享受独特的购物体验,并即时的和朋友互动,炫耀所得。

现在已经有很多案例可以佐证这一趋势。为了增强客户粘性,银行开始把自己包装成“咖啡厅”,零售商店也开始向私人会所借鉴经验。利用多渠道来赢得客户时间变得越来越重要,因为一般来说,客户在哪里消费时间,就会在哪里消费金钱。

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Babs Ryan

Babs Ryan

Principal consultant

Babs Ryan has more than 25 years experience in multi-channel global retail and financial services. She has traveled in 81 countries and is a dual UK/US citizen. Ms. Ryan has 6 patent applications for payment, retail and loyalty innovations.

Currently Principal at ThoughtWorks Retail in New York, she was omnichannel director at PwC Customer Impact Consulting, head of product development and research at GE Capital Card (providing white-label financial products/services to leading retailers’ customers including Walmart and Gap), head of business development at Citibank UK, and chief marketing officer at Kawasaki Motors UK.

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