O2O model explores the heavy responsibilities of Shell to take advantage of member operations

Tangju convenience store and Beijing-East cooperation to become the Beijing-East electric platform ancillary products, http://www.aliyun.com/zixun/aggregation/4062.html "> Red Star, such as the United States, such as home brands and cat cooperation is only a day cat experience shop." Electric business platform in the traditional enterprises to bring the flow of dividends at the same time also attracted a large number of traditional enterprises, but with more and more brand enterprises, traffic is divided, the cost of flow dividend is more and more high, brand-name enterprises for the expansion of electric business giant to marry clothes is also more prominent. In order to solve this problem, traditional brand enterprises need to exert their own unique advantages, to avoid weaknesses, to borrow the wind force.

Compared to ordinary sellers, the traditional brand in the eyes of consumers have a higher brand awareness, the large consumer groups, which is its brand product for many years to lay down the advantages. But traditional brands do not manage their own consumer groups, this point in its cooperation with the electric business platform highlighted. In order to find a solution, the traditional enterprises began to use the electric business platform to the line of passenger flow under the line, and through a deep custom member management system to manage their customers. Take the famous car nursing brand shell Heineken as an example. Shell, as a traditional brand enterprise, has encountered various problems at the beginning of cooperation with the electric business platform. NET order to send only for its passenger flow, offline store service advantages did not play. To this end, Shell has explored a unique O2O model in the form of store bookings. This type of store reservation mode is hosted by a deeply customized membership management system, aggregating online membership information and managing members through integral and interactive ways.

The user buys the O2O gift bag to carry on the line on the list by the day Cat shop, provides the model to reserve the store, then according to the time and place of booking to the offline entity shop to enjoy the service. In order to be able to successfully bring online users to the line, Shell in the O2O gift package highlighted its own physical store service advantages, such as free machine filter, free car wash, free hours, etc., emphasizing their own elite team, professional services. But the O2O mode is not only to lead the consumer to the store, the later member management is also critical, do a good member management, to the online consumers into their permanent customers. To this end, Shell, with the help of purchasing CRM, customized a set of member management systems specifically for its own model depth. The member management system can collect the information that the consumer fills in automatically, gathers the information of the online member, and classifies the information according to the consumer's related purchase behavior, so as to make a deep analysis of the consumers ' psychology and habits, so as to make the marketing strategy.

In addition, the integration function of the deep customization system also satisfies Shell's marketing activities, realizes Shell's interaction with consumers, enhances customer stickiness, and retains members while managing members in bulk. Consumers earn points online by checking in, collecting, and so on, to buy coupons for distribution under the shell line to interact. In this kind of interaction gradually enhances the consumer stickiness, establishes the long-term relationship with the customer, but the trust also gradually strengthens in this long-term interaction.

such as shell through the deep customization of the member management system to marketing the way although achieved considerable results, but O2O mode to explore the long road, different industries have different demands, to explore a suitable for their own O2O model, but also in the constant trial and error in the argument and trade-offs.