SOGO is customer-oriented and will be a good friend of consumers for a lifetime

        In the face of the endless epidemic, the border is closed, consumption is sluggish, social distance, and the house can not leave the house... Covid-19 has set off a huge wave for the retail industry, testing the adaptability of the physical channel. Pacific SOGO Department Store plays an alert role like transformers, integrates sales channels and customer service with Omo (online merge offline), and provides better shopping experience through digital process. From the "new normal" to a "new future"! Sogo will continue to create a more quality and convenient consumption journey for consumers with digital, innovation, honor and other multiple experiences, and set a new benchmark for domestic department stores.

        Omo starts epidemic situation quickly

                In February last year, when the epidemic situation in Taiwan just started, Pacific SOGO Department store immediately integrated online and offline sales channels, opened "epidemic prevention zone" through Omo, and sold epidemic prevention concept goods in department stores through self-supporting e-commerce iStore online, which not only extended the short space of department stores, but also facilitated consumers to place orders online and buy them quickly; At the same time, combined with the delivery industry, we actively developed the food delivery service of department stores, which won the favor of consumers and ushered in the victory during the epidemic period!

        According to the data of the Ministry of economic affairs, in 2020, the online sales of the retail industry will increase by 19% annually, and the overall retail turnover will account for 8.9%, up 1.4% from 2019. The shift of people's consumption pattern to online has become a new normal. In the face of this wave of consumer change and the rise of millennials, Z generation and other major consumer forces, Pacific SOGO Department store, which is mainly based on physical access, has formulated three strategies of "a-p-p" this year to make full use of Facebook, instagram and other communities to sprint for Omo.

        "A-p-p" three arrows to accelerate Omo

        "A" refers to SOGO Department Store's "app". After the revision and Optimization in 2020, the first wave of promotion and download is aimed at main customers. At present, the number of APP members has exceeded 700000. Through the app, consumers can complete parking space query and parking discount in physical stores, and the promotion coupons can also be directly sent to individual accounts. In addition, the app also provides services such as long-distance reservation restaurant, take out order and food delivery, and connects with SOGO's own e-commerce iStore to build a SOGO shopping ecosystem under Omo.

                The first "P" refers to "product". Seth Godin, a contemporary marketing master, once said, "don't find customers for your goods, help your customers find goods Therefore, since April this year, Pacific SOGO Department store has strictly selected a product to be put on the shelves of SOGO store every day for Zhongxiao stores of all customers, and the brand sales staff or building management will guide the purchase live through the official FB. Consumers can enjoy SOGO's considerate after-sales service no matter they pick up the goods at the store or go home.

        The second "P" refers to "live program". Through the live program, SOGO iStore's voice and trading volume will be improved. This year, with the full development of mother's day schedule, all kinds of goods will be sold on SOGO iStore every day.

        Combined with the official FB and iStore, the Pacific SOGO Department Store creates traffic with high-quality products and 260000 fans, giving full play to the digital comprehensive effect of 1 + 1 > 2 to drive the sales of iStore products.

        Rational and pragmatic consumption view: pay attention to health, family and brand reputation

        Studies at home and abroad have found that the epidemic has prompted consumers to re-examine the essence of life, pay more attention to product function and brand reputation, and shape a new normal: rational consumption, emphasis on health and family, and emphasis on brand image. In view of this, Pacific SOGO Department store has developed three new strategies based on "rapid response"

                First of all, SOGO app is taken as the core of consumers' virtual and real integration, APP members are actively recruited, and marketing activities are used to increase the binding rate and withdrawal rate; At the same time, SOGO self-supporting e-commerce iStore is connected through app to become a connecting platform for consumers to wander between entities and online shopping.

        Second, in response to the rational and pragmatic consumption trend of paying attention to healthy families, Pacific SOGO Department store not only increased the proposal of health, sports and leisure, smart energy-saving appliances and other commodities, but also expanded the holding of agricultural exhibitions and green rich life exhibitions in small and medium-sized areas. Take zhongxiaoguan small farmer exhibition as an example, the first flash mob exhibition was held in 2018, and it became a permanent special area in 2019. Its performance has grown 10 times in the past three years. The success of the small agricultural exhibition reflects the change of consumption value. Nowadays, consumers pay more attention to whether each consumption contributes to their health, society and environmental protection.

        Third, Pacific SOGO Department store has fully implemented CSR in recent years, and has more actively regarded ESG of environment, society and corporate governance as business operation criteria. In addition to winning many CSR awards at home and abroad, consumers' affirmation of SOGO brand is also reflected in operational performance. On the anniversary of last year, SOGO hit home runs and all the seven stores reached the standard, which is the best example of consumer word-of-mouth support.

        New proposal for relieving boredom: SOGO tour like Japan

        This year's epidemic haze is still shrouded in the world, and it is still unknown when the border will be unsealed. Pacific SOGO Department Store attracts customers' attention and number of visitors with the most topical and unique products and activities. For the first time in this year's Japanese Hefeng Festival, SOGO Department store specially proposed the activity plan of "come to SOGO daycation". No matter the commodity surface, activity surface and floor installation art, they all present the original Oriental style. Customers can not only buy authentic Japanese hand gifts, but also take photos and punch in on the floor full of warm atmosphere to experience the most authentic one-day tour in Japan. As soon as the event was launched, it really received a warm response, and its performance has doubled compared with last year.

        The core of CRM: Digitalization of member management and development of high quality new customers

        Customers' expectation of service quality has a direct impact on customers' number of stores and loyalty, so customer relationship management (CRM) has become the top priority of modern retail industry. Pacific SOGO Department store has three core concepts for CRM Strategy:

        1. Make good use of mobile technology and continue to promote SOGO app download binding: for modern people who pursue efficiency in everything, SOGO app not only saves time and convenience, but also improves the convenience and favor of the overall consumption journey. For physical stores, app can not only directly communicate with consumers, save labor costs, but also achieve accurate marketing. Therefore, app is absolutely an important tool to manage customer relationship. Pacific SOGO Department store, which has 1.8 million happy go customers, will continue to push up the number of APP members this year and move towards the goal of 1 million people.

        2. Full customer membership, focus and deepen member management: since 2019, Pacific SOGO Department store has set up seven member clubs for 1.8 million happy go cardholders in Taiwan based on "consumption contribution" and "consumption types" to carry out accurate and in-depth CRM projects. For example, the main customers with high consumption contribution will be invited to "VVIP", "VIP" and "premium" three clubs according to their annual consumption level to provide exclusive member activities, honor and courtesy through the club. In addition, Pacific SOGO Department store has set up four major clubs, including supermarket fresh club, cosmetics beauty club, children's thanq club and newly married wedding club, aiming at different types of consumer industries. According to the shopping needs and consumption contents of consumers at different stages, it matches the activity schedule to deepen customer adhesion and loyalty.

        3. Digital marketing and alliance between different industries, and actively develop high-quality customers: in the face of competition from the same industry, different industry, cross industry and other retail formats, in addition to cultivating the main customers, Pacific SOGO Department store also continues to develop high-quality customers. On the one hand, through digital advertising, it attracts target customers from different business circles to download SOGO app and expand the new force of digital new members; On the other hand, through the top member activities of credit card, it cooperates with high-end brands in different industries, such as imported cars and luxury yachts, and uses cardholder to share "fans exchange" to recruit high-quality potential customers.

        Entity oriented and digital assisted to create high quality and convenient consumption journey

        Whether customer relationship management is successful or not, one of the indicators is whether the customer satisfaction can be converted into the number of stores and bag carrying rate, and creating high-quality shopping journey is the key factor. Under the business philosophy of entity based and digital assisted, Pacific SOGO Department store keeps pace with the times through digital technology, improves customer satisfaction, pays more attention to the honor and fun of entity shopping, and strengthens the service experience. In addition to continuing the essence of Japanese style service, which has always been proud and considerate, the most important shopping space, experience activities and special products of physical stores are the focus of continuous improvement.

                Zhongxiaoguan restaurant was greatly refitted last year, and B1 food street expanded Baiping experience space to create a dining environment with a new concept; With the introduction of the exclusive Japanese famous "Kanazawa sushi" and the first attempt of the Hong Kong style restaurant "Heli live tea Street" from morning tea, lunch to midnight meal, consumer satisfaction has improved significantly, and the catering performance has grown by more than two figures.

        In addition, last year, Chungli store and Hsinchu store also made brand adjustment and hardware optimization on the floor of men's and women's popular clothing and catering lineup, respectively. The business figures also reflect consumers' affirmation of the optimization and promotion of Pacific SOGO Department Store in various industries. In March this year, Fuxing Pavilion set up the largest "Taiwan designer zone" with more than 200 square meters in Taiwan. It supports Taiwan fashion designers and provides a brand-new shopping space for consumers who love MIT designer brands. Since its opening, Fuxing pavilion has been well received and has become a hot spot in the market investigation of department stores.

        Maximizing the advantages of physical access: customer oriented and deepening CRM

        In order to continuously deepen CRM, Pacific SOGO Department Store cooperates with the group affiliated enterprise Ding & Ding management consultants to conduct consumer satisfaction survey every year. According to the latest results released in March this year, consumers' satisfaction with SOGO Department Store is as high as 90.9%!

        Content marketing master and famous writer Ann Handley once said, "let consumers be heroes in your story Make the customer the hero of your story.) "Pacific SOGO Department Store is customer-oriented, to meet the expectations of consumers, is our business mentality, our ultimate mission is: to be a good friend of consumers for life!