Staples: Opening an “omnichannel store”

In the face of more and more severe competition, Staples' approach is to open an “omni-channel store” to reduce the store floor area through technical strength, thereby reducing the cost of physical stores. In June 2013, the first two companies were opened. The store is about 12,000 feet in size, half the size of Staples' largest format.

This “omni-channel store” feels a little different from the traditional Staples store, but going deep into the store will feel the changes that the network brings to the store. Customers will first see a huge overhead. The display screen, which introduces the company's "online purchase, pick-up at the store" business, will even show the names of the customers whose goods have been matched, and tell them which counter to pick up. The "Buy online, pick up at the store" business guarantees that customers' orders will be packed within two hours.

The store is also equipped with several large self-service machines, mainly large-scale tablets, some of which allow customers to place orders from the company's website, others can conduct information inquiry, provide product location guides based on customer's past purchase records, etc., self-service A credit card swipe slot is also installed on the machine, so customers can complete the purchase directly without having to go through the manual cash register process.

Many of Staples' “all-channel stores” are still in the testing phase, and then adjusted to customer preferences. The company said that by rebuilding or relocating the original leased property, the number of “all-channel stores” will be increased to 45 by the end of 2013.

JohnLewis: United Social Force

The British department store JohnLewis has a history of 149 years. This established retailer, known for its customer service and customer satisfaction, is also a leader in omni-channel trials. It is the annual multi-channel retailer of the 2013 UK Retail Weekly. "The winner of the award, John Lewis's most distinctive aspect of building a omnichannel is the integration of a number of independent retailers to build their own distribution network."

In 2009, John Lewis started the service called “Click and Collect”, which is an online order-to-store pickup service. This is not unusual in itself, but John Lewis has expanded this service, except for online orders. In addition to picking up the goods at the Lewis department store, you can also pick up the goods at the Waitrose supermarket under the parent company of John Lewis. The pick-up location is much more.

Now John Lewis is experimenting with the upgraded version of the Click and Collect service "Collect+" in Scotland, Wales, Northern Ireland and southwest England, working with 1,500 independent neighborhood stores to bring them into the pickup range, for customers to pay £3. The goods can be kept in the store for 7 days, and JohnLewis also plans to expand the layout of Collect+ to 5,000 pick-up points.

In addition, JohnLewis has conducted many other omnichannel experiments. In November 2011, John Lewis opened the first 24-hour “virtual store” at the Waitrose store in Brighton, where customers scanned the products displayed in the shop window. The photo QR code can be purchased on the company's mobile website, and the virtual store in store 1 is also a latecomer. In addition, JohnLewis also experimented with virtual fitting mirror technology in the flagship store in Oxford Street, London. By attaching the clothing to the customer image taken by the camera, customers can “try on” up to 500 garments without changing the dress.

The smaller-format "omni-channel store" is also a new attempt by John Lewis. Similar to Staples, this omni-channel store has a much smaller store area, but it still provides a full line of products through the addition of digital technology, while bringing customers A good interactive experience, on the day of the opening of the first omni-channel store, hundreds of people lined up to experience this new format and technology.

Of course, omni-channel innovation and experimentation are not always successful, even if pioneers like John Lewis are no exception. Andy Street, its managing director, said: “The virtual fitting mirror is a very good idea, but it requires a lot of information from different suppliers to enter the system, and the degree to which the supplier can do it. This is a problem, so we It is not intended to be further promoted.” The development of virtual stores is also a long-term process, not a short-term rapid advancement.

But in any case, the omni-channel strategy has allowed John Lewis to compete in the competition and gain double-line growth in physical stores and e-commerce business in the global austerity. Today, John Lewis's online business has exceeded 1 billion in annual sales. GBP.

Burberry: physical stores are on the line

Born in 1856, Burberry's digitalization efforts surpassed most other luxury brands, and it invested 60% of its annual budget in digitalization. In addition to vigorously developing online business, it also focused on creating in physical stores. A similar customer experience on the line, diluting the boundaries between online and offline.

In Burberry's flagship store in London, the store's guidelines are very similar to those of the Burberry website; the products are equipped with RFID chips, and when the customer takes the selected item to an interactive "mirror", the "mirror" will be 360. The product is displayed at the same time, and the product information is also displayed on the screen.

Burberry's seasonal fashion show is also broadcast live on-line and in-store. If customers look at a certain item on the fashion show, they can place an order in advance and can customize it according to the individual style, such as adding a windbreaker or leather bag. The sign of your own name, when the customer enters the fitting room with the goods, the mirror in the fitting room will also become a digital screen, playing the display of this product on the fashion show, the store clerk is equipped with iPad and mobile swipe Machine, customers can complete the payment anytime, anywhere in the store.

Burberry's efforts on social media are also remarkable. As early as 2009, his fans on Facebook reached 1 million, and now it is more than 16 million; Burberry's Sina Weibo and Youku in China. And Douban also has a large number of fans.

Burberry even opened his social sharing site Artofthe Trench in 2009, inviting fans of Burberry classic trench coats to share their stories with trench coats, photos of them wearing Burberry trench coats, and well-known fashion blogs. Cooperation promotion.

Users can comment, forward and share content on the website to other social networks. They can also filter the type of windbreaker and photo content, and link to the Burberry website for purchase. The first year of the Art of Trench website is attractive. More than 7.5 million views from 150 countries; the conversion rate to the Burberry website is also much higher than other channels.