留学生作业代写：The customer experience problem of the entity retail store

下面为大家整理一篇优秀的essay代写范文- The customer experience problem of the entity retail store，供大家参考学习，这篇论文讨论了实体零售店的顾客体验问题。对于实体零售业来说，顾客的体验是非常重要的。实体零售店要想提高顾客体验，那么就要为顾客提供优良的商品与贴心的服务，还有营造良好的购物环境，让顾客真正的感觉到是为了游玩商场而消费，而不是为了购买商品而消费。

With the rapid development of Internet technology, network retailing has also developed rapidly, and the traditional retail industry has been seriously impacted. From the perspective of experiential economic theory, it is found that physical retailers do not pay attention to the advantages of customer experience and the design of customer experience mode is not reasonable. Therefore, from the product itself, services, environmental aspects and use of a variety of internet means to enhance customer experience, to help the physical retail outlets out of the current predicament.

In the era of the Internet in the background, to the days of the cat, Beijing-east, led by the rapid rise of the electricity business, 2015 of China's retail list has 7 electric power companies, 7 of the average sales of electric companies accounted for the overall sales proportion of 5.96%, and hundred of the 87 pure physical store retail enterprises sales average of only a percentage of the total sales of 0.48% per home. Nationwide retail sales rose 26.2% per cent in 2016 compared with a year earlier, with a slow growth in traditional retailing and a 2016-year retail sales growth of only 7.8% from the previous year. Faced with the slump in the physical retail sector, large-scale retail companies have been caught up in the "Closing Tide": From 2012 to the end of 2016, Parkson has closed 12 stores in the Chinese market, while Wal-Mart, another foreign retail giant, announced the closure of 269 stores worldwide in January 2016. Although the internet retailing industry is ferocious, however, the rapid rise of the network retail industry can not replace the real retail industry, the real retail industry in some aspects of the network retail industry can not be replaced by the advantages, and, along with the rapid development of the network retail industry, some of the shortcomings of the network retailing, especially in the customer experience. Network retailers can only provide customers with text and pictures of the product introduction, rather than a real shopping experience. To make customers feel the goods and enjoy the pleasure of being served is the unique advantage of the physical retailing industry. Therefore, the entity retail store wants to break through the current development predicament, must give full play to the customer experience aspect superiority.

Experience economy is also called customer economy, which is the fourth economic mode after agricultural economy, industrial economy and service economy, it is the economy that lets the customer participate and feel fully, is the sign of market economy to complete, is a continuation of service economy, and is the inevitable product of information network ERA. Therefore, the research of customer experience belongs to the research category of experience economy. Foreign scholars start early on the research of customer experience and experience economy, the theory is relatively mature. The first to put forward the "experience" of the economic term is toffler, from the economic perspective of the experience to define, that the experience is the product and service of the psychological exchange. The concept of "experience economy" was formally proposed by Joseph Pineii and James H. Gilmore in the Welcome to the experience economy era. They believe that experience is the fourth economic output that is higher than primary products, products and services, and describes the basic types of experience economy as the educational experience, the entertainment experience, the aesthetic experience and the escape experience, which is referred to as the "4E Experience Kingdom". The father of experiential marketing Schmitt from the perspective of management, this paper puts forward the strategic experience module, which divides the customer experience into sensory experience, emotional experience, thinking experience, action experience and related experience. Wen Yu puts forward that customer experience is the perception and emotional reaction of customers in the process of enterprise's products, services and other things in the context of the consumption situation.

Customer experience is a service for the stage, products for the props produced, with the characteristics of memory. The main advantages of customer experience are: first, compared with other economic output, customer experience is a higher level of economic output, to be able to create more profits; Secondly, to emphasize the interaction between customer and experiential situation, the customer is not only the passive reaction of the experience situation, but also the participant and creator of the experience situation; third, emphasize the socialization characteristic of the customer experience, pay attention to the communication with the customer.

In the face of the impact of network retailers, most of the real-world retail enterprises have carried out positive reform: first, the choice of transition online retail, the gradual abandonment of offline entity retail business, the transition to become a network retail stores, such as RT-fat fly-cow nets; second, choose to implement O2O mode, both offline business and online business integration, such as Wanda's Flying network; third, from the entity retail itself, optimize the organization structure, reduce management costs, such as Parkson closed some stores. However, there are few enterprises that adopt these methods to reform successfully. First of all, as a long-term entity retail offline enterprises, the sudden transformation of the network retail, is bound in the logistics, warehousing, publicity and other aspects are not mature network of retail enterprises rivals, and because the enterprise funds to the online business, also will lead to the online store to provide poor service quality, thus affecting the customer experience, so that offline retail store performance worse. Secondly, implement O2O operation mode, there is a need for sound technical support and substantial financial support, which is not available in most of the entity retail enterprises, and the most essential meaning of the O2O model is to give the physical retailer a better customer experience through the network platform, but many entities retail enterprises have not noticed this. Finally, the cost of optimizing management is limited and cannot be used consistently.

From the above analysis, it can be seen that most of the entity retail enterprises only take to make up for their own and the network retail enterprises compared to the shortcomings of the defensive strategy, rather than taking their own advantage in the customer experience of the offensive strategy.

In this era of experience economy, consumer demand is changing, from the need to meet the needs of life to pay more attention to emotional demand, from the focus on product price change to focus on shopping experience and product use experience, from the trend of standardization of goods to more personalized products, from the passive acceptance of the seller to guide consumption into the design of active participation in goods. The change of consumer demand is precisely the performance of consumers ' pursuit of a better consumer experience. At present, some entities that realize the importance of customer experience are not able to design a reasonable customer experience mode.

Chain of retail supermarkets, department stores in the early 21st century as the blowout growth, but 1000 supermarkets are like a, different enterprises have not much decoration, provide a relatively small number of services, so as not to meet the personalized needs of consumption, but also can not create a good shopping experience for customers, the same retail product services will be the primary product, only by holding down the price to expand sales, the real retail store profits have become insignificant.

Salespeople ' understanding of their own work, their degree of affection, their perceptions of goods, their service attitude and service capabilities, and their first impressions of their customers will directly affect the customer's shopping experience. As the entity retail enterprises do not have a professional training on customer experience in the sales staff, only emphasizes to the customer to be enthusiastic treats, causes some sales personnel's service excessive enthusiasm, from the customer enters the shop to recommend the product unceasingly, this service way may cause the customer to feel has no personal space, seriously affects the customer's shopping experience.

Retail is essential for physical retailers, and retail is based on goods, so we should improve the customer experience from the price, quality and variety of commodities.

Commodity prices not only reflect the value of the goods themselves, but also include the economic value of the customer experience, reasonable prices will give customers a good shopping experience, while the quality of customer experience will greatly enhance the value of goods. The entity retail enterprise may through the irregular discount activity, gives the customer the direct price impact, satisfies the customer to go shopping when buys the inexpensive commodity the demand, creates the good customer experience.

Good quality of goods is the essence of the supreme experience, the complete range of goods is convenient for customers to purchase the premise. Only by guaranteeing the quality and variety of the goods, can we show that the entity retail enterprises are really want to meet the customer's consumption demand and improve the customer's shopping experience. Excellent commodity quality shows the entity retail Enterprises sincerely improve the quality of life of customers determination, complete range of goods to meet customer shopping one-stop consumer experience.

The service which the customer buys the process to enjoy is the most direct influence factor of the customer experience quality. Customers in the value of commodity prices, quality, pay more attention to the joy of shopping, and physical retail stores can use their own face-to-face service customers advantage, through the sincere communication to provide customers with intimate and not overly enthusiastic service, so that customers fully meet the shopping experience at the same time the mood has become enjoyable. Concretely speaking: First, the entity retail store uses the truth to serve the customer, enables the customer the shopping to become a good recollection, creates the possibility for the customer again shopping; second, physical retailers can train a group of salespeople who love their jobs, understand the characteristics of goods, communicate and communicate with each other, so that their daily work is like a performance, to make the consumers into them; third, the entity retail stores can also through the trial, try to eat and other services, so that customers intuitive feelings of goods,

To improve the customer experience, we should not only provide customers with excellent products and intimate service, but also create a good shopping environment for customers. The cleanliness and comfort of the store is only the foundation, and the higher the shopping environment is that each entity retail store can combine the local culture, for the customer experience creative theme, according to the selected theme, determine the storefront decoration style, background music selection, as well as supporting digital entertainment measures to break the reality of the physical retail stores, so that customers really feel is to play shopping malls and consumption, rather than to buy goods and consumption.

In the era of "Internet +", the entity retailing enterprises should make full use of the Internet to understand the customer's demand and provide the basis for the measures to improve the customer experience. Entity retailers can interact with customers through micro-blogging, post bar, micro-letter and other social carriers to understand the real needs of customers, but also let customers understand the concept and culture of enterprises, the enterprise through the deep understanding of customers, the service customization, according to customer needs timely change business strategy. Physical retailers also need to meet the digital needs of contemporary customers. Provide Alipay, micro-credit and other electronic payment methods; Mobile app allows customers to quickly check the specific information about the product and the route information of the Target store.

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