How the eyewear industry can use O2O to upgrade its service experience
How the eyewear industry can use O2O to upgrade its service experience
The O2O model refers to the combination of offline business opportunities and the Internet.
The model of making the Internet a platform for offline transactions is very popular in the e-commerce industry.
Because the optical industry cannot strip the optometry link, it pays great attention to the experience of offline user service.
It is also regarded as one of the industries suitable for the O2O model.
Combined with the practice of several glasses companies, we will discuss how to apply the O2O model in the glasses industry.
Upgrade your service experience.
Introduction to the 11th Anniversary Event - The main cost of drainage retailers is in terms of rent and personnel.
The problem brick-and-mortar retailers are facing now is that they are open 10 hours a day
The efficient time may be as little as two hours, but you will have to bear the high rental cost for the whole day.
Many retail entities have had to close their stores due to rent pressures.
The initial contact of traditional enterprises in Internet transformation is often online to offline drainage.
Glasses currently has both its own brand website and offline stores.
The important role of the online part is to attract traffic to offline stores.
In terms of traffic, there are mainly two, Tencent traffic and Baidu traffic.
For Baidu, it still does traditional SEO and SEM; And for Tencent traffic,
It is biased towards accurate marketing on the community, thereby increasing the traffic conversion rate.
One of the ideas is to intelligently deploy mobile optometry vehicles through the mobile Internet.
Arrive at the consumer's designated location for optometry services to meet the user's optometry needs anytime and anywhere.
On the one hand, increase the single-store service radiation area and reduce the cost of opening a store.
On the other hand, it improves the user's optometry service experience.
At present, Baodao has 50 mobile optometry vehicles, scattered in more than 20 cities.
It's just that at this stage, we are mainly doing free clinics, and we have not yet officially moved to the Internet.
In-depth - system integration is a complicated process of Internet transformation of traditional enterprises.
It is often also a criterion for considering whether an enterprise truly achieves online and offline linkage.
In addition to relatively simple online drainage, system integration is another key point in the transformation and upgrading of eyewear enterprises.
Its technical team is divided into three waves of people, who are responsible for the front-end of the website, the back-end of the website and the ERP system.
The integration at the supply chain level is not easy to see the direct effect, but through the effective docking of the website sales system, store sales system and inventory system,
Being able to quickly and accurately feedback relevant purchase, sale and inventory data is the basic guarantee for the front-end to provide consumers with high-quality service experience.
JD.com's good service experience stems from its strong control of the supply chain.
Salvatore Ferragamo SF2734 Women's Glasses Frame 001 Black Creation - ModelWarby Parker, an American glasses company, has recreated the original e-commerce model.
Forming new patterns.
Consumers can choose their favorite 5 pairs of glasses on the Warby Parker website,
And place an order onlineWarby Parker will mail the glasses to consumers for free.
Consumers can try it on for free for five days, during which they can ask their relatives and friends for their opinions.
Or collect the opinions of netizens through social networks and choose a favorite pair to stay.
The remaining four pairs were sent back to Warby Parker.
Warby Parker's model is actually solving the pain point of poor user experience in e-commerce.
The experience time of consumers is even further extended, and this time fully gives consumers experience and opinions before making decisions.
It also happens to form the promotion and communication of goods in social networking.
Warby Parker has actually also opened offline experience stores, which are not sales-oriented.
Instead, it is more inclined to brand display and customer service.
The total amount of financing received by Warby Parker is quite substantial.
In its first year, it achieved an average of 280 glasses per day for the whole year.
However, while growing rapidly, it has also begun to encounter some difficulties.
Under the high sales volume, 5 try-ons per session also brought a lot of product loss
Ineffective inventory and effective inventory are increasing exponentially, but in order to meet the needs of consumers for try-on,
There is still a need to keep increasing.
Colorless spectacle lenses.