How does the home store create an innovative consumer experience?

Today's consumers are more eager to pursue quality and experience, because they are “not bad money” and have more channels to buy things. The demand for leisure experience is in an explosive growth stage, and it does not pay attention to the innovation of consumer experience. Home sales scenes are getting harder for increasingly narrow markets. If you also consider the home store as a simple place to buy furniture, it is obviously not enough to meet the needs of consumers, only to create an innovative consumer experience is the magic weapon to retain them.

Based on the maturity of people's consumption mentality, responding to the impact of the Internet and electricity business, the innovative concept of consumer experience has gradually become a new way for the development of home stores. Large stores such as Pano Home, Real Home, Meikemeijia, Red Star Macalline have tried water. A new model based on innovative consumption is rapidly sweeping.

It is undeniable that the wind of innovation in the consumer experience has been blowing in the home industry, and there is a momentum of violent winds. So what innovations does the home store have in terms of consumer experience?

　 Online and offline integration

One-stop service is simply a systematic integration of Internet, physical stores and ancillary services to meet the needs of consumers whenever, wherever, and in any way, and to provide consistent, closed-loop goods and services, digitally Orientation, closely connecting production, supply chain, channels, stores, users, promotion, marketing, etc., providing users with accurate professional services, saving consumers time and energy, and also facilitating systematic monitoring of enterprises.

Online and offline consumer experiences are closely integrated, users can have the same quality experience in different consumer scenarios, offline consumption can have online level of convenience and choice, online shopping can have offline experience and service. At the same time, the use of the advantages of the two, such as online channels, can play a greater role in drainage and brand promotion. Home furnishing companies can carry out brand marketing through the influence of a wide range of e-commerce channels (Wei Shang, Tmall, Jingdong, etc.) to attract consumers and guide them into physical store consumption. In addition, with big data, companies can quickly accumulate user data through online channels, capture user images by grasping personalized data such as user spending habits, and provide users with “tailor-made” goods and services.

Online store level, situation store and experience store are the development trend. For example, the CocoCafé flash shop opened by Chanel in Nanjing Road, Shanghai, Chanel sells coffee as a selling point, which can attract consumers. The coffee shop features a bar, deck, coffee cups and desserts, and interactive devices that allow users to take photos and create animations on site. The “Juice Bar” in the store sells perfumes, the “Bubble Bar” is a care product, and the delicious candy snacks are all camouflaged with beauty products such as lipstick. Such scenario stores increase the consumer's stay time in the store, enrich the shopping experience, and better promote merchandise sales.

Multi-business intersection

The consumer group is younger and the consumption concept is beginning to change. Different from traditional consumers, the price is cheaper. Today, consumers pay more attention to the experience than the price. In order to cater to the changes of consumers, home stores are no longer simply defined as selling furniture. They should introduce multi-faceted consumption patterns, such as vertical clothing related to household goods, such as soft clothing and electrical appliances, or catering, floral, baking, which is irrelevant to home. Red wine and other formats can also be integrated into it.

Through the integration of multiple formats, each other forms an auxiliary consumption gravitation, drives the vitality of the entire store, enhances passenger flow, solves the dilemma of low-frequency consumption of traditional home stores, and high customer cost. It also helps to subdivide the functional areas of the furniture market to meet Different levels of demand. At the same time, large-scale integrated home stores can also integrate upstream and downstream industry chains, introduce main stores and sub-main stores, and create regional pan-home shopping malls.

Pay attention to the value layout

The continuous upgrading of the market has had a huge impact on domestic home stores. In recent years, many home stores have changed the crowded practices of the previous booths, improving the hardware facilities, clean bathrooms, sinks, areas for large-scale events, cafes for consumers to rest, independent checkout counters and service desks. Facilities such as the store are also available, and the interior decoration of the store is also more focused. The design of unique chandeliers, walls, ornaments, and scenes can be seen in some large-scale stores.

The seemingly simple upgrade is actually a more rigorous plan. Because the home store is different from the image enhancement of other business models, the home store needs a systematic and comprehensive brand analysis in the image improvement of the store, aiming at the brand strategy and brand. Market positioning, consumer psychology and brand differences. For the home store, the scene layout of the store, the design of the shopping experience, the product line, the positioning of the product, the professionalism of the sales staff, conveyed the image and concept of a brand. For consumers, home stores are the easiest and most intuitive way to understand and choose a home brand. Therefore, the impression in the store directly determines the consumer's shopping intention. Moreover, some consumers enter the storefront not necessarily for shopping, but also hope that the storefront furnishings and decoration style can provide some home inspiration, so the decoration of the store, the elegant storefront not only attracts the attention of consumers, but also directly affects the home. The reputation of the store.

Create a gold signboard

No matter how the market develops, how to upgrade products, the quality of products is the truth, good marketing must have good products to support. Only good products have price advantages, quality advantages, buyer feedback advantages, and weight enhancement advantages. On the contrary, products with poor quality and insecure quality will soon be abandoned by the market and eliminated by society.

Through many home stores, it is not difficult to find that in the introduction of products, the home furnishing enterprises with resources and strength pay more attention to “brand quality”. Similar to the homes and high-end stores such as Home, Pano Home, Red Star Macalline, etc. Most of the products sold are internationally renowned brands. The reason is that the domestic home brands are too young, the product research and development technology is too immature, the popularity is too weak, and negative events (environmental protection, safety failure, etc.) are in the consumer's impression. It accounts for a relatively high proportion, so a good home market with good reputation will never choose such a product. If you choose it, it will be like a self-proclaimed signboard. On the contrary, the import of internationally renowned home furnishing brands strictly follows the standards in every process of design, research and development, production and market. The products produced not only withstand the test of time and history, but also witness science and technology, materials and art, inheritance and The perfect combination of innovation. And the establishment of a brand is less than ten years, many decades, and it requires a strong old customer reputation and public opinion supervision, which can attract consumers to a high degree, save manufacturers' marketing costs, reduce daily management costs, and can also be better. The brand highlights the brand's characteristics and enhances the consumer's shopping experience.

In this ever-changing business era, the fierce competition has never stopped. With the improvement of consumption levels and the change of consumption concept, from material consumption to spiritual consumption, and a good sense of consumer experience will promote purchase desire, even in the home industry, Innovation is also needed.

According to the above analysis, we can understand that the innovation in the home consumption experience basically revolves around the keyword extension of “new retail, high value, entertainment supreme, diversification, scene, brand”.

Therefore, home stores need to take consumer experience innovation as a trend, need to explore the trend of user demand changes, and can not blindly educate users, or guide users to follow you blindly. In the home store creation, the integration of artistic creative elements, scene design in line with the target user positioning; the setting of a variety of interactive facilities and equipment, multi-enterprise integration and more complete functional support are the elements that can make the project successful. If you want to do these things well, you need to be familiar with and grasp the consumer psychology of consumers, so that they can get a better experience in the most efficient and lowest cost way.

For more information, please pay attention to the official website of Xianghe Furniture City http://