La Natsu Bell: "Six Get Through" Urges All Channels To Upgrade Operation

All channels for enterprises, expand the online virtual business circle outside the physical business circle, so that the business of goods and services can cross the geographical and time constraints to conduct all-weather trading.

La Natsu Bell will increase the distribution function of the physical store and open the online and offline member system, so that members can access all channels and enjoy the same services under a ID.

In addition to stationing in Tmall, La Natsu Bell then opened the shopping area on the WeChat public address, and joined the business platform such as Dangdang, vip.com, Jingdong and so on, laying the mainstream online shopping portal.

Under the line, we choose a collection of franchised experience stores with large business area and a collection of multiple sub brands.

Hu Gang said that after the implementation of the whole channel, the status of the entity store under the line is relatively weakened, which can be seen as a pformation.

The original stores are independent combat units, and now they must be integrated with the online.

Online shops mainly play the role of brand display. Under the line, there are 4-7 brand counters on the average, and each sub brand has its own storefront inventory, so it is more suitable for a full channel delivery shop.

At that time, La Natsu Bell had 400 franchised stores joining the whole channel project, covering 26 provinces and 118 cities, which basically met the demand for online order delivery at this stage.

But Hu Gang believes that only if the eligible stores are brought into full play, can we realize the full channel operation.

In its all channel blueprint, online and offline consumers will no longer be clear-cut, more like "amphibians", which requires brands to get through all shopping scenarios and constantly optimize shopping experience.

And to truly integrate online and offline.

The premise is to realize the six aspects of commodities, inventory, marketing, traffic, payment and membership.

Hu Gang said he understood "

The essence is to realize the eight character policy -- "customer satisfaction and operation upgrading".

First, commodities are open.

If consumers want to buy anything in any channel, they must make all the products of the company a stock.

At present, he can connect all the ERP systems linked to stores and big storehouses with the order management system, and then connect the order management system with the electronic business platform system.

Two, inventory is open.

"Stores can not sell large seasonal products, nor sell goods from other stores.

Each store is like an island.

Customers enter a store, and only buy goods in the store; for stores, they can only be sold to stores.

"

To put an end to the above drawbacks, Hu Gang said that goods inventory information must be opened horizontally from stores and stores, stores and big storehouses.

The three is marketing.

After the integration of online and offline, it is necessary to let consumers get the service and experience without distinction, and also to achieve consistency in marketing.

At present, La Natsu Bell has basically realized the synchronization and cooperation between online and offline activities.

The four is traffic flow.

The whole channel is the exchange of traffic between online and offline stores.

Mutual drainage, so that the original dispersed traffic is no longer wasted, not only improve the conversion rate, but also reduce the marketing costs.

The five is to pay through.

In September 2015, La Natsu Bell and Alipay launched entity store payment cooperation, covering more than 700 stores under the line, achieving an overall opening rate of more than 90%, and sales increased by 8% over the same period in 2014.

Six, members get through.

After the opening of the new retail system, the online and offline members will completely get through the function, which is a unified La Natsu Bell member.

Members will have a virtual membership card, and all the privileges and rights they enjoy will be recorded in the card.

The coupons that members receive online can be used offline, and online discount can also be enjoyed online.