Interpretation of social media sales plan for B2B cross-border sales scenario:SocialEpochB2B Social Selling overall solution - build sales on social media/social
Interpretation of S2b2c social e-commerce scenario solutions:
SocialEpochS2b2c social owned-channel marketing solution - Ant Xiongbing style distribution growth system
01
Why do we need to do social new retail?
- Because we need to retain every precise customer who enters the store;
- Because it is necessary to promote the conversion of new customers;
- Because we want to promote repeat purchases from old customers;
- Because it is necessary to retain customers and enhance customer stickiness through social software;
- Because we need to expand store transaction hours and service scope;
- Because we need to empower store staff/shopping guides to sell more and faster;
- Because we want to maximize customer value;
- Because it is necessary to shape the brand recognition of each enterprise.
With such expectations, let us work together to decipher how SocialEpoch’s overseas social new retail solution works.
02
Four stages of retail digitalization:
Retail digitalization 1.0 era, merchants display a large number of SKUs to attract customers, browse and purchase at will in the store. Digitalization at this stage is very basic and belongs to the embryonic stage.
Retail Digitalization 2.0 Era, initially completed the informatization and visualization of goods and sites, and technology replaced part of manual labor and data processing to achieve scale. Digitalization focuses more on process optimization and improvement of management efficiency within retail enterprises, mainly to solve the needs of enterprises, that is, the informatization and visualization of "field" and "goods".
Retail digitalization 3.0 era, thanks to the spread of Internet globalization and the emergence of e-commerce, the digitization of online "people" has become traceable, consumer portraits can be accurately described, and accurate recommendation marketing can be achieved for thousands of people. This stage has initially realized the extension from the digitization of "goods" to the online digitization of "people".
Retail Digitalization 4.0 Era, further realize online and offline integration, realize "people"-centered omni-channel digital marketing and management, enhance the ability of offline channels to digitally reach and operate users, and promote online and offline collaborative development.
At this stage, e-commerce giants represented by Amazon and Alibaba have also opened physical stores, using new retail stores such as Amazon Go and Hema as carriers, using digital technology to integrate online and offline to improve the efficiency and quality of retail.
Retail digitization is an irreversible new trend in global retail. It can innovatively combine the public domain with owned channels, integrate online and offline, realize digital marketing with "people" as the core, and reconstruct the entire growth logic of retail.
The development of domestic new retail digital stores is in full swing, which is bound to promote the new retail digital construction of Chinese brands' global expansion. Compared with many overseas local brands, these global expansion brands understand better why they want to do this.
03
The current operating pain points of many overseas physical stores
- Store and shopping guide service hours are limited;
- Operating costs are high and customer acquisition costs remain high;
- Customer value is not fully exploited and repurchase rate is low;
- Accurate customers who enter the store cannot be retained efficiently.
On the one hand, there are high costs, and on the other hand, the customer conversion value is low and low. In the current era of competition, not many companies can withstand such consumption. Every offline retail store needs a set of digital new retail empowerment to improve operating ROI.
04
SocialEpoch social new retail solution
How to empower overseas physical chain products
The fourteen-character rule: Offline users become online, and online users become owned channels.
Through product and service empowerment in two key stages, SocialEpoch's social new retail solution realizes the digitization of customers' owned channels and the digitization of store staff. It combines the public domain and owned channels, integrates online and offline, and opens up the full-link system to reconstruct the growth logic of retail stores.
Offline users go online:Through the Fenliubao application, a QR code for adding friends or joining a group can be set in each store or on the shopping guide's body to enable customers to go online. This small step can help each store retain customers during the entry stage and retain every precise conversion opportunity. In this scenario, companies can achieve diversified empowerment for customers:
- First: Diversified retention methods.
Whether it is the store community, personal friends of shopping guides or official WA accounts, customers can be retained. Not only that, the application of Diliubaohuo code can effectively reduce the situation of account suspension and group closure, ensure the customer experience of joining the group, and reduce the pressure of customer service.
- Second: Digitization of shopping guides.
Using WaChat as a carrier, digital shopping guides are empowered to efficiently retain customers entering the store. WaChat is the mobile version of SocialEpochWhatsApp SCRMowned-channel operations. It also has multi-account access, automatic reply, quick reply, cloud store ordering, labeling and other functions. It can facilitate every shopping guide to perform many digital marketing and sales operations on the mobile terminal, greatly improving the ability and efficiency of store shopping guides to convert customers.
Not only that, Wachat can collaborate with the PC-side WA SCRM and backend to save valuable customer data for each shopping guide.
Online user owned channelization:After customers go online, it is the stage of owned-channel operations that we have been talking about, that is, the stage of leveraging customer lifetime value and social value. In this link, based on the SocialEpochWhatsApp SCRM owned-channel operations treasure and owned-channel marketing treasure, it can exert multiple values for managing customers, serving customers, promoting conversions, empowering sales collaboration, and saving customer data. The ultimate value of owned-channel operations is transaction conversion.
This is also another important function of social new retail solutions: empowering store digitization. Use KocShop as a carrier to create an exclusive online mall for each store, allowing the store to sell both online and offline.
At this stage, online micro-stores will have different implementation types based on store business. For retail scenarios, it can be distribution micro-stores or smart retail; for tea global expansion, it can be a smart tea ordering system; for tourism, it can be a smart tourism system, etc., to build a mature online transaction system for each offline store.
After completing the digital construction of the store, you can use the online owned channel, including the shopping guide's own customer service number matrix and the store community to perform owned-channel operations, allowing customers to complete transactions online or offline.
Empower shopping guides and stores to achieve digitalization:After the digital system of stores and shopping guides is built, the entire store will form a system of offline and offline collaboration. During a shopping guide's rest time, customers will have the opportunity to place orders in areas ten kilometers away from the store, thereby expanding the business scope and time of the entire store.
05
OMG model - three core grippers
Empower overseas social new retail construction
Tip 1: Offline to Online
Just like adding customers to the company's WeChat official account/mini program/customer service WeChat/WeCom in China, overseas customers must also be retained online, in social applications, and in online Social CRM. This epoch-making step allows enterprises to connect one-to-one with any precise customer, communicate directly with them, and realize "people"-centered digital intelligent transactions in the era of retail digitalization 4.0.
Combined with Fenliubao, WaChat, WhatsApp groups, WABA and other forms, there is a practical carrier for onlineization.
This small step turns a traditional offline store into a new retail store that can conduct transactions both online and offline, and allows customers who enter the traditional store to become members of the store's owned channel.
Tip 2: Online users owned channel (Marketing of Community)
Onlineization provides the foundation for owned channelization, and owned channelization is the basis for the expansion of the lifetime value and social value of all potential customers. By referring to domestic mature experience models, using Social CRM’s real-time online customer marketing management tools and the online micro-store system that can instantly convert transactions, owned channelization can achieve more conversions.
Owned channelization is an essential skill for enterprises in the era of stock marketing to maximize customer value and improve ROI.
Focus 3: Realize growth for all (Growth for All)
We can also see from the previous article that the construction of new retail digitalization is specifically implemented in the digitalization of shopping guides and stores. Only with these two key digitizations can we have owned channels and promote stores, online micro-stores, other online trading platforms and even brand transformation, so that global growth can be targeted.
This also forms the core of the SocialEpoch social new retail solution-OMG model, all for the final conversion and the pursuit of digital construction with results.
06
Summary: SocialEpoch's social new retail solution is centered on "turning offline users online, and turning online users into owned channels" to empower physical chain brands to build a social new retail store system, save customer data, maximize customer value, promote customer conversion, and promote global growth.
For segmented scenarios, such as how to build a new overseas social retail owned-channel operations system in retail, supermarkets, catering, tea and tourism, etc., welcome to further communicate with us.
