定义成功的六个中国体育网页赛事特征

定义成功的六个中国体育网页赛事特征

首次发表于2017年7月21日中国体育网页赛事周

要在苛刻的消费者体验世界中取得成功,一切都是必需的-但是我们都已经听过很多次了,对吧?

在最近的互联网中国体育网页赛事商大会上,人们对国家对互联网中国体育网页赛事和技术的看法很好&在芝加哥举行的展览–中国体育网页赛事商,供应商,分析师的聚会,我以IBM未来主义者的身份参加了这次展览。

我们看过的镜头是消费者的镜头。品牌不再拥有自己的品牌。消费者愿意。

Content 和 context are king. 从事ment 和 experience are the foundations upon which all else is built.

“It’s important to have fun 和 have a sense of fun”

Retail is experiencing a seminal moment 和 those who realise 和 recognise this will be the ones who survive.

So, what resonated in Chicago 和 what made it memorable?

好玩

It’s important to have fun 和 have a sense of fun. Be fun to deal with 和 ensure that this is what your brand stands for.

Have fun internally 和 this will permeate through to your customers.

为了乐趣, 西班牙儿童中国体育网页赛事商Imaginarium is a great example. Their stores don’t have doors, they have archways – one large size for the adults 和 a much smaller one for the children.

It’s all about creating a sense of fun 和 wonder for the children.

从事

Consumers want 和 expect special brand engagement more than ever before.

After all, they own your brand 和 have a strong influence over it so why wouldn’t you want to engage with them on multiple levels?

“ Forrester Research询问中国体育网页赛事业高管,他们在2017年的首要投资重点是什么。答案是个性化”

根据Olapic的调查,有76%的消费者认为其他消费者发布的内容比广告更诚实。

而在 Instagram是时尚的世界,是每月最受欢迎的互动方式,每月活跃用户超过7亿。诸如 Harrods and Burberry 广泛使用它,将时装表演带入客户的生活。

个性化

最近的Forrester Research询问中国体育网页赛事业高管,他们在2017年的首要投资重点是什么。答案是个性化。

与消费者的一对一关系还有一段距离。能够集中所有点,并能够捡拾我们每个人每天都抛在身后的“数字足迹”,这是有效地个性化您的报价的关键。

“随之而来的是,人们寻求从中国体育网页赛事经验中获得启发,这对商店来说是个好消息”

但是随着 百万种针对不同客户类型的首页,直接购买 做得很好。

Personalisation will rapidly mature from the current, retrospective ‘ambulance chasing’ into a highly sophisticated contextual method of engaging with consumers 和 driving conversion.

启发

The industry has long talked of ‘retail theatre’ 和 indeed there are consumer-facing businesses who actively promote the concept in-store of the shop floor being front of house – the stage, where the store colleagues are the actors.

Restaurant 和 pub chain Hall & Woodhouse goes beyond that 和 even has a staff green room in each restaurant.

“Creating an emotional attachment 和 excitement around a brand is therefore central 和 key for retailers”

So it follows that people seek to be inspired 通过 their retail experiences, which is good news for stores because only there can shoppers feel 和 touch in ways that they can never do online.

当然,这两者现在并存,最终终结了全渠道的概念。

激发

中国体育网页赛事与几乎所有其他行业都不同,因为消费者与中国体育网页赛事品牌之间存在着情感上的联系,而这种联系在与公用事业公司,电信公司或公共服务的关系中是不存在的。

Creating an emotional attachment 和 excitement around a brand is therefore central 和 key for retailers.

纽约的床垫公司 Casper is fast developing a cult following 和 excites 和 inspires in equal measure whilst Shoes of Prey could well be laying down the template for how people buy our shoes in the future.

认知性

我将其保留到最后,因为我认为这是完整交付上述所有内容所必需的。

这听起来像是一个大胆的声明。但是,认知技术将以一种直到最近才能够想象的方式改变中国体育网页赛事业。

The phrase ‘know your customer’ is about to take on a whole new meaning once cognitive 和 machine learning become part of every operation across a retail business.

“Cognitive represents the most profound change in retail in over 100 years 和 the journey is just beginning”

美国或North Face的1-800鲜花是认知技术推动品牌参与度的两个很好的例子。

认知性 represents the most profound change in retail in over 100 years 和 the journey is just beginning. A journey which will not only transform retail but also consumers’ lives.

Personalisation will become true one-to-one relationships where needs 和 wants are anticipated 和 goods delivered where 和 when people want them.

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