The past 2017 was hailed as the "first year of new retail", from Yan Yanchun's "Third Retail Revolution" earlier to Ali's "Five New" strategy, to JD.com's "New Retail Revolution" and a series of "New Retail Revolution" The concept of "New Retail" was formally proposed. In terms of action, both Internet e-commerce giants and traditional offline retail companies are vigorously developing the layout to respond to this retail revolution. When the concept of "new retail" was proposed in China, from a global perspective, business forms and consumer experiences that are different from traditional retail forms have been slowly growing around the world.
In this year, various hot events about "new retail" emerged one after another. What is certain is that starting from 2017, new business models in the retail field will continue to be introduced, and the way we live and buy will also undergo dramatic changes.
The participants and business forms of commercial activities are complex, and the ultimate goal of business is consumers (users). As a user experience design practitioner, it is necessary to urgently change the times, recognize and observe the "new retail" format and phenomenon from a professional perspective, and expand the horizon. In the process of the era of constantly expanding new business boundaries, analyze and observe the new scenarios, new situations and new problems of user experience derived from the new business environment. Since April last year, the international UED domestic trade retail project team has focused on the topic of "new retail", and has carried out a morning reading class relay activity. So far, we have collected more than 60 articles about "new retail" from around the world. Cases, analysis, review articles. Through text, video and other information, I saw a vibrant new business scene, and a large number of brilliant and vivid cases, each of which has its own strengths, and some of them are brilliant.
In order to better conceptualize and structure the different and splendid new retail formats, as well as the user experience problems and their respective solutions, this paper summarizes the current new retail formats into three types:
Data intelligence and ultimate efficiency , innovative technology experience , and scene/idea innovation (dimension does not mean that the merchant only has the ability of his type, but the classification is its more prominent or core ability)
Below I will introduce, observe, analyze, and explore the typical cases in the three types of new retail types summarized above:
1. Data intelligence and ultimate efficiency
A chain of convenience stores represented by 7-Eleven, and some later supermarkets. Although they were not born when this "new retail" boom b2b data emerged, their strong data-driven customer service capabilities are a super sample that the "new retail" format can learn from. 7-11 has strong customer data collection and accurate analysis capabilities, and can efficiently manage business data, so that it can always keep abreast of changes in consumer demand, maintain low inventory in the process of continuous product innovation, and cooperate with advanced logistics. The system, store and network system reduce supply chain costs, so it can provide consumers with high-quality and differentiated products.
In addition, 7-11, through its wide-spread stores, provides in-depth services to consumers around the life, from payment, recharge, ticket purchase to photocopying, cash withdrawal, and express delivery can be said to be omnipotent and achieve the ultimate. In addition, the store's product display, the thoughtful and scientific layout of the moving line planning are also indispensable aspects of its success.