Messi Department Store: The Charm Of Interactive Experience

The free wireless hotspots of Messi's department store not only help enterprises understand the moving lines of consumers, but also cooperate with Google maps to provide maps for consumers in the store, so that consumers can find their favorite brands in "self navigation" easier.

At the same time, Messi department store developed the mobile payment function by using Google wallet, that is, when you enter the shop, you can "brush" the mobile phone to register, and only need to brush your cell phone at the time of clearing, you can immediately settle the credit card through connecting. At present, Messi department store has reached an agreement with Apple Corp that customers can pay directly through Apple Pay.

In addition to quick business settlement, Messi stores also provide iPhone/iPad apps for iTunes for consumers to download and register through the Internet, and then consumers can search any brand or product that they are interested in - enabling consumers to reach more products at the same time, and further understand products, texture, inventory, logistics time and other consumer reviews, through software.

All this can greatly enhance the shopping experience of consumers, and because consumers are searching in the official application software of Messi store, on the one hand, they avoid the possibility that they can search directly through Amazon and other websites, and buy through Amazon and other other networks. On the other hand, enterprises can also understand consumers' shopping preferences (such as the number of search products, residence time, etc.) through application software.

At the same time, for all stores in the store through the wireless network connection official. APP And generate consumers who buy, businesses can even provide some coupons, or even discounts to encourage such behavior: of course, these coupons and discounts can not be "free", as long as consumers are asked to do a small "store consumption survey" on APP through their account.

In this way, the enterprise has obtained the real consumer survey data, and saved the data and reports that the original consulting firm needs to provide. Consumers also get the corresponding coupons, and the two parties get what they want most, and save money. Why not?

Just providing wireless hotspots is only one aspect of technological innovation, because you can't tell consumers what to do, so if consumers are just using micro-blog to scan the web site with free Wi Fi, then the value of wireless hotspots will not be effectively utilized. More effectively, wireless hotspots should be effectively integrated with POS systems and related marketing resources.

For this reason, Macy's Kiosk is used to simulate consumers' online shopping experience in physical stores. This "information kiosk" is linked to the backstage of Messi department store through the Internet, enabling consumers to understand the products and brands in the store, consumers' comments on them, and second, it can help consumers to settle commodities.

In particular, in the beauty make-up area, this device is the most widely used and effective. In addition to providing product and brand information, it also helps consumers find and choose products from many product categories and brands, while consumers only need to type their own problems (such as freckle, whitening, etc.), and the system will help consumers to make general choices based on the keywords.

In the process, there will be a staff beside the kiosk who will help consumers to consult and choose to lead consumers to take the counters of the selected products for trial. If the customers are satisfied, the staff will directly help the consumers to use credit cards to settle accounts through the equipment in hand, which greatly saves the queuing time of consumers, and will also give consumers a service experience similar to "VIP".

In the process, the enterprise provides an expert consulting service to help consumers choose: when consumers go to Google's own needs, she will find that search results are strange and uncertain. This is the big problem consumers encounter in the network. If an enterprise can provide consumers with professional, accurate and one to one "VIP" services through its own system, it will no longer simulate online experience, but surpass the online experience.

For department stores, the exhibition room effect has already penetrated into consumers' hearts. The impact of e-commerce brought by the Internet is irreversible.

From Messi's Department's response, we can see that improving the consumer shopping experience is an important weapon to cope with the exhibition room effect. Consumers are already in various channels, and if you do not provide him with better cross channel services and experience, consumers will sooner or later treat your shop as a thorough exhibition room and finally buy it through other channels.

In addition, Exhibition room The effect does not mean that all products are the victims of the exhibition room effect. The department stores can fully understand what products are truly displayed by these technical means, and promote sales of these products by means of promotion, bundling, and replacement. On the other hand, effective control of the number and types of exhibits and their placement are also helpful for the sale of other brand products of the corresponding category.