Far Eastern Department Stores enters smart retail and innovates consumption experience

        The fluctuating epidemic, covetous e-commerce and unpredictable consumer preferences have brought many challenges to the operation of the retail industry. How to create a shopping environment to attract consumers, make good use of advantages, grasp the outline of customers and actively layout the retail market under the epidemic has become a key battle for Far Eastern Department stores to move towards a new retail era.

        Flexible use of digital tools to stimulate consumption momentum in an all-round way

        Wave after wave of epidemics have dispersed the crowded flow of people on the streets. Even in the busy business district, which has always been a battleground for strategists, many stores can't survive the severe winter and hang up shop rental signs.

        It was noticed that although the public reduced their consumption during the epidemic, the frequency of using various apps, online shopping, mobile payment, etc. increased. In order to break through the time and space constraints and continue to communicate with the consumer public, Far Eastern Department Stores quickly changed its strategy and used social media. The floor supervisor and counter personnel introduced the promotion contents in the schedule live Product matching proposals, topic trends, and even provide tips for life and epidemic prevention. Combined with online shopping discounts, people can grasp the fashion trend at home and order shopping easily. Coupled with the considerate service of "quick and convenient" quick pick-up outside the museum and making an appointment to the store or the government with the main customers, they provide a consistent online and offline consumption experience, and indeed successfully stimulate the consumption momentum, And attract many new customers who are used to using digital tools.

        In order to further grasp the consumption trend under the epidemic, Far Eastern Department Stores strengthened the analysis of the consumption data of happy go cardholder, and launched Far Eastern Department Stores app version 3.0 at the end of September 2021. With "more common and deeper use" as the core concept, Far Eastern Department stores established a new membership system, point exchange, games, check-in tasks and other functions, To maintain close contact with the customer base, we should not only enable consumers to open the app when shopping, but also make use of the diversity of content such as real-time interaction, point incentives and commodity exchange to induce people to "use" the app more and create more opportunities to contact consumers. At the same time, in terms of content management, in addition to schedule promotion, complete brand introduction, activity calendar, practical information integration, real-time news reports, front-line fashion focus, etc. can enable consumers to stay in the app for a longer time through reading and re searching, so as to attract consumers to "use more". Each use track and consumption accumulated data can help the CRM member system more accurately analyze members' preferences and shopping characteristics, so that far Eastern Department stores can accurately focus and launch product proposals that better meet customers' needs.

        In addition, Far Eastern Department stores also cooperates with Friday Shopping, Ding & Ding Management Consultants (happy go pay), Yuan Hsin digital payment (happy cash), Far Eastern International Bank and other affiliated enterprises to build a one-stop consumption ecosystem from real to online, from shopping to payment, With the most complete retail experience, improve customer adhesion and face the competitive retail market.

                Repositioning physical stores to face e-commerce with differentiation

        In recent years, with the development of science and technology, the consumption trajectory of the public is no longer limited to online or offline, but flows between them. Many people are used to searching for fashion trends from the Internet and then experiencing consumption on the spot through physical channels. However, whether online or physical, what consumers most value is "shopping journey must be simple and fast", "shopping experience must be rich and interesting", "consumer demand must be diversified and satisfied", "topic trends must be effectively mastered" and "marketing planning must be value-added and cost-effective".

                Given that customers' preferences are changing faster and faster, they are more and more sensitive to trends and have more and more requirements for shopping malls, Far Eastern Department stores has accelerated to reshape the appearance of physical stores, introduced intelligent and digital technology, and adhered to the strategic positioning of "retail mall", which not only maintains the advantages of department stores with complete types of businesses, diversified goods and exquisite services, More emphasis on characteristic space design, combined with POS, app and CRM digital tools, through big data analysis to understand customers' different consumption needs, so as to achieve the 4R goal of right time, right way, right person and right service, so that consumers can receive the right information at the right time and in the right way and enjoy exclusive personalized services, The whole family can have different fun.

        On the other hand, considering that consumers can only understand goods from the screen in the e-commerce channel, Far Eastern Department Stores takes this as a special starting point to strengthen the feeling of actual experience. In addition to holding various international cultural products exhibitions, cultural and creative small agricultural products fairs, topic goods flash mob, children's working experience and other guest gathering activities according to scheduled festivals and seasonal seasons, and making the store more lively and interesting by means of dynamic performance, celebrity endorsement and talent interaction, so as to comprehensively improve the five senses of vision, taste, smell, touch and hearing, Deepen the market segmentation between physical shopping malls and e-commerce channels.

        Moreover, for high contribution customers, Far Eastern Department stores also plans activities such as brand publishing, new clothes exhibition and new product experience, presents the latest trends and product proposals in the form of face-to-face exclusive services, and matches the carefully built guest room to create a high sense of texture and honor, and improve the satisfaction and loyalty of customers, To maintain high adhesion.

        Keep pace with the times and continue to exhibit the unique creative experience of the store

        Compared with virtual channels, physical stores can convey warmth and temperature through the interaction between people, which is never replaced by e-commerce and one of the reasons why Far Eastern Department Stores continues to exhibit stores. However, local business districts have different characteristics and different consumption habits. The strategy of "adjusting measures to local conditions" is particularly important. Far Eastern Department stores has been standing in Taiwan's retail market for more than half a century and has set up service bases everywhere. Therefore, it can more easily describe the outline of consumers. According to the store size and competition situation in different urban areas, combined with the customer attributes of the business circle, combined with local culture, it provides different commodity combinations, and large stores give full play to the advantages of a large number of entities, Small stores show exquisite services. As long as they can satisfy customers, physical stores can highlight their differences from e-commerce, so as to enhance their competitiveness.

        Take the recently opened Far Eastern Department Stores Zhubei store as an example, which is different from the previous business model of Far Eastern Department stores in the urban business district. This time, the first department store BOT case is created in Hsinchu County, and it is also the first BOT case of Far Eastern Department stores. The architectural appearance is integrated with local culture and classic fashion. Taking the round building of Hakka mountain city as the architectural image, the sky garden on the top floor is full of green, and has won the qualification of "golden" green building certification; The interior of the shopping mall also invited the design team to study Hakka culture and history in depth, and reproduce the simple beauty of Hakka ancient houses and old streets. The public art exhibit "hospitable ceiling" on the first floor turns the spirit of Hakka culture respecting heaven and earth and caring for nature into the image of "Dragon", so that people can feel the pleasure of flying dragons flying in the sky, It is expected to become the preferred shopping mall for people in daxianzhu area to shop and recharge for leisure.

                Although the epidemic has brought crisis to the department store retail market, under the complementary resources of online and offline cross-border integration and group affiliated enterprise, Far Eastern Department stores not only consolidated the existing business foundation, but also took advantage of the situation to expand the new customer base. Both physical stores and online members have made great achievements and successfully turned the crisis into a turning point. In the future, Far Eastern Department stores will continue to light familiar signs all over Taiwan to warm and protect every customer.