Physical stores have launched store-to-home business one after another, serving surrounding communities
Order online at any time Store delivery at any time (consumption window · approaching new online consumption ⑤)
Core reading
In order to better meet the needs of consumers, some physical stores promote the integration of online and offline development, and actively carry out store-to-home services. Consumers place orders online, and the purchased goods are usually delivered to the door within one hour. The timeliness is fast and guaranteed, and it has attracted widespread attention.
● Fujian Zhangzhou consumer Zhang Xiaofang——
Home service to meet immediate needs
At 10 a.m., a doorbell rang and Zhang Xiaofang, who was packing up the closet, hurriedly put down his clothes and took the roll paper, children's diapers, hangers, soy sauce from the courier. "Be careful." Zhang Xiaofang, who lives in Zhangzhou, Fujian, is a novice mother. In the past, she was willing to go to the nearby hypermarket to purchase daily necessities. Now she likes the store-to-home service. "Quick timeliness, quality is guaranteed, and she is assured." Zhang Xiaofang said.
The so-called store-to-home service refers to the "home delivery" service that some physical shopping malls and supermarkets provide to the surrounding communities and integrate online and offline. In terms of form, store-to-home is an online shopping method, but it is different from general e-commerce platforms. Consumers purchase through the general e-commerce platform, from order to receipt, usually takes two or three days, the fastest one day; and store to home is a "point-to-point, one-to-one" service for residents in the surrounding community, consumption The order is placed at any time, and the store delivers at any time. The whole process usually does not exceed 1 hour. This method can meet people's immediate consumption needs and is generally welcomed. During the epidemic prevention and control period, people were inconvenient to go out, and some home-to-shop businesses in supermarkets grew rapidly.
"The store-to-home service is really convenient." Zhang Xiaofang said that when purchasing in supermarkets, it often takes big bags to carry back. "For example, rice, a bag of 20 pounds of rice is carried home from the supermarket, it is not easy for me; Now you only need to double-tap on your mobile phone, and the store will deliver the goods directly to your door. You will no longer have to carry your own big and small bags to your home. "
Fast delivery and ability to solve emergency needs are the main advantages of store-to-home service. Not long ago, Zhang Xiaofang took the children at home alone, and was near the meal, only to find that the milk powder that the baby often eats was gone. "Online shopping can only be delivered the next day. I am an adult at home and it is inconvenient to take my children out. I choose a store from a nearby supermarket to serve at home. After half an hour, the milk powder will be delivered, which relieves my urgent need!" Say.
"Now, many supermarkets around the community have opened online shopping entrances, online orders, home delivery, consumers have more and more choices." Zhang Xiaofang told reporters.
● Ming Lingyu, the manager of Suning Carrefour Beijing Siyuanqiao Store——
Technology empowerment improves home service efficiency
"5 mentions" Xin Xin Yin "roll paper only costs 80 yuan, a box of boxed pure milk and a bag of 5 kg of selected pearl rice only cost 59 yuan, the basic shipping cost is 0 yuan, and the store can be delivered directly to the door." This is Suning Carrefour Beijing Siyuanqiao store's newly launched preferential merchandise combination, under the store's manager Meng Lingyu's omni-channel promotion, the sales of the two merchandise combinations are hot.
"In the new retail era of accelerating online and offline integration, physical supermarkets should increase selection management, keep up with changes in market demand, make full use of big data technology to capture consumer preferences, organically combine selection and consumer demand, and improve store service efficiency. "As the store manager, Meng Lingyu actively uses customer data to accurately expand the customer base, and looks forward to the store-to-home business soon to go online.
In early April, Meng Lingyu combined customer data and promotional items to find that there is a large demand for daily consumer goods such as roll paper, rice, and milk, and reasonable sales can effectively drive sales. Therefore, he immediately launched a selection of merchandise in the store, which was favored by the surrounding residents.
In order to improve the store-to-home service capability, Suning Carrefour uses data analysis and precision marketing to explore potential customer groups and tap consumer demand, while using technology to enhance home service efficiency.
Last year, Suning Carrefour announced that it will be fully connected to Suning's "1 hour scene life circle". Relying on the layout of more than 200 offline stores in front of the store and the layout of the city's core business district, Carrefour has linked the Suning stores in the urban community to complement each other in terms of format integrity and supply chain capabilities, and actively expand to home services.
This year, Suning Carrefour launched the smart picking system "micro-warehouse system", which enhances the efficiency of contract fulfillment and consumer experience through applications such as product images, information prompts, task recommendations, and error correction. For the picker, the picking products have a more intuitive picture display, which can optimize the path and greatly improve the picking efficiency; for the store administrator, you can view the inventory in real time, replenish the goods on the shelf, and strengthen precision management.
"For the reservation orders of consumers, the micro warehouse system can also realize more intelligent push and stocking. For example, the micro warehouse system can accurately identify the reservation orders containing fresh food. For such orders, 3 hours before the delivery time of the reservation Only push the order to the store, to ensure that consumers can enjoy the freshest products. "Meng Lingyu said.
At present, Suning Carrefour's home-to-home business has formed a supply model of "3 km 1 hour" and "10 km half a day", effectively increasing user activity and stickiness. Data show that in the first quarter of this year, Suning Carrefour's home-to-home sales accounted for a rapid increase month by month, accounting for nearly 10% in March.
Looking forward to the future, Meng Lingyu said that she will continue to rely on the store and use a complete data management system to support the store, achieve the integration of multi-service development in all scenarios, and provide more intimate home service for community residents.
● Pan Helin, Executive Dean of the Digital Economic Research Institute of Zhongnan University of Economics and Law——
Retail companies want to "walk home + shop" on two legs
During the epidemic prevention and control period, offline consumption scenarios were affected, and the demand for home services surged. Brick-and-mortar retail companies are accelerating the development of online and offline integration, actively carrying out home-to-home services, and better satisfying the diverse needs of consumers. The distribution scope and timeliness are continuously optimized.
Pan Helin, Executive Dean of the Digital Economic Research Institute of Zhongnan University of Economics and Law, believes that with the widespread application of mobile Internet technology, all aspects of people's production and life are changing, the gradual development of online consumption habits and the continuous development of terminal logistics systems The improvement has laid a solid foundation for the development of the physical store-to-home business. More retail enterprises can reach the online line at a lower cost, and realize the two-legged "home-to-store" walk.
In the first quarter of this year, Yonghui Supermarket comprehensively promoted the omni-channel digital transformation, opened up supply chain resources, improved contract fulfillment capabilities, and greatly increased the number of orders and the number of users of the home business. In the first quarter, the sales of Yonghui Supermarket's home business reached 2.09 billion yuan, an increase of 2.3 times year-on-year. JD.com connects to JD Daojia's offline store and supermarket stores, introducing the first batch of over 10,000 offline stores and nearly 3 million products, covering 100 cities, and adding 10,000 new 1-hour life circles and spending Not only can you enjoy the next-day delivery, same-day delivery, and one-hour delivery of millions of fast-moving consumer goods, but you can also experience the home delivery service of massive goods from the order to the receipt of goods in 15 minutes at the fastest.
Nielsen, a market monitoring and data analysis company, recently released a report on "Reform and Opportunities in China's Retail Industry", 67% of retailers said they will vigorously expand online channels, accelerate home business or front-end warehouse layout, and integrate home and store deeply Will become the norm.
Of course, digital transformation is not only a superposition of technology, but also a profound change in organizational and management models. Experts believe that the advantage of Daojia's business is to serve users around 1 to 3 kilometers around the store. Of course, online promotions will lower gross margins, increase operating costs such as packaging and distribution, and have high overall requirements for store operations, supply chain, technology, and logistics distribution capabilities. Therefore, physical stores should tailor their own tailor-made business development plans and procedures based on geographic location, product structure and other realities.
Pan Helin believes that retail companies can increase their online customer acquisition contacts through WeChat groups, applets, third-party e-commerce platforms, etc., build an online community to strengthen member management, and strengthen all aspects of people, goods, and stores. data analysis. In terms of terminal distribution, enterprises can decide to cooperate with third-party platforms or build their own distribution systems based on their own size and economy, so as to achieve accurate services and increase customer stickiness.
Luo Shanshan