Omni-channel Layout Of Retail Enterprises From The Perspective Of Consumers

In 2018,China's total retail sales of consumer goods reached 38 trillion yuan,a year-on-year growth of 9%.The national online retail market transactions reached 9 trillion yuan,accounting for 18.4% of the total retail sales of consumer goods.After foreign scholars first proposed the concept of "omni-channel" in 2011,domestic and foreign retail enterprises began to practice the omni-channel retail strategy to cope with competition and seek transformation.Retail enterprises' practice of omni-channel strategy is diversified and increasingly derive various innovative functions and business models.Based on The Information and Fulfillment Matrix proposed by Bell and Gallino,this paper classified and summarized The omni-channel functions of enterprises from two aspects of consumer Information acquisition and commodity delivery,and concluded four common functions of omni-channel layout of retail enterprises: Represented by BOPS function of online access to information and the customer to the portfolio,represented by Showrooms function offline access to information and express mail,represented by no one retail store entity stores innovation,represented by HTO functions such as network channels of innovation,combined with the actual case to illustrate the application of full channel layout functions under scenario,at the same time analysis summarized traditional retail enterprise and the purely online retailers build channels and the realization of the path of integration.Based on the above analysis,this paper selected uniqlo,a Japanese apparel retail brand with successful omni-channel layout,and summarized various functions of uniqlo under the omni-channel layout,including BOPS,ROPO,smart stores,store express,etc.,to illustrate the transformation path of uniqlo from traditional retailers to omni-channel retail.Combined with the 4Cs marketing theory,the omnichannel layout of uniqlo is further analyzed from the perspectives of consumer demand,consumer cost,consumer convenience and consumer communication to illustrate the value of the omni-channel layout of retail enterprises.According to uniqlo's specific practice in omni-channel layout,it is concluded that the retail enterprises need to make changes from the following aspects in order to create a consumer-centered omni-channel channel.From the perspective of consumer demand,China's retail enterprises should comprehensively improve the wisdom of the supply chain,provide more customized services for consumers,and at the same time through the integration of consumer data,insight into consumer demand;From the perspective of cost,retail enterprises should make full use of online channels for marketing,so as to reduce the total cost of enterprises and reduce the actual cost borne by consumers.In addition,they should construct as many commodity information retrieval portals as possible and use abundant information to reduce consumers' intangible costs.From the perspective of convenience,retail enterprises should let consumers fully obtain information through multiple channels in the pre-sales stage,provide consumers with a variety of payment and delivery methods in the sales stage,and provide consumers with smooth return service and non-differentiated maintenance service in the after-sales stage.From the perspective of communication,retail enterprises should communicate and interact with consumers on more network platforms and provide more efficient customer service.