Although the epidemic has catalyzed the further growth of e-commerce, the experience and quality service of offline physical stores in retail channels are still irreplaceable.
As the saying goes, it is easier to open a shop than to keep it. Take the milk tea shop, fruit shop and flower shop around us, Although many franchised chain stores have opened in various communities, the store image and consumption experience are uneven, and it is difficult to make brands.
As a leading brand in the retail industry, Li Ning has a huge distribution system all over the country, with different levels and great difficulty in management. However, Li Ning's stores have achieved consistent high appearance and high quality service. Behind this, Li Ning has mobilized dealers at all levels to keep thousands of stores in step with the headquarters.
Li Ning believes that: The headquarters' management of stores is, on the one hand, the management of "store image", and on the other hand, the management of "people", Now let's tell the story of Li Ning from these two aspects:
◎ How to quickly distribute the notice from the headquarters to the store?
In the past, there were always delays and errors in information transmission between headquarters and stores due to multiple levels. Now, Li Ning can transmit information to all stores in the country accurately and quickly. How to do it? Li Ning uses enterprise WeChat 「 Upstream and downstream " Function: This function Associated external companies can be added to an overall address book. Different companies can have the same address book as the same company. They can directly find people and send messages. Through upstream and downstream functions, Li Ning gradually added external dealer stores to the corporate WeChat of the headquarters, greatly improving the communication efficiency 。 Promotion Scheme Important information can be easily sent to dealers and front-line employees. Managers can see the read and unread messages in the background, For employees who have not read for a long time, contact them separately to ensure that everyone should know and understand.
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◎ The dealers are added to the address book. Is it safe? Security, because permissions can be set. In the upstream and downstream of WeChat, Dealers can't see each other, ensuring information security. While peers were still delivering information layer by layer, Li Ning's front-line employees had read the guidance and started to take action.
◎ Instead of going one way, how can we communicate effectively?
The headquarters information "can come down", only half of the success, still have to let the front-line voice "can go up".
All kinds of problems encountered by store staff in their work, no matter how big or small, You can feed back in the "Problem Feedback" application of the workbench, automatically associate the collaborators and send reminders, so that the processing progress is clear at a glance. Problems that used to take two or three days to solve can now be properly solved within 24 hours.
Not only the service dealer, but also the "problem feedback" enables the internal staff to make sure that everything is settled and responded to.
◎ How can the headquarters quickly patrol stores scattered throughout the country?
In the past, in order to ensure that the front-line implementation was in place, the headquarters had to dispatch a large number of staff to the stores throughout the country for inspection. Thousands of stores had not only high travel costs, but also low efficiency. Maybe the activity ended before the stores had been rectified.
Li Ning's practice is worth learning from. When encountering a big event, the headquarters issued a "tour task" on the enterprise WeChat, and the staff receiving the task came to the store for inspection, The inspection results can be directly uploaded by taking photos with mobile phones, and the information can be fed back in real time, so that the instructions of the headquarters can be quickly landed in each store 。
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◎ To have a high level of service, first let the shopping guide understand the training materials The headquarters and dealers have given a lot of training to the shopping guides. The training materials are stacked higher than people. The shopping guides have no time to learn, and it is difficult to remember all of them. Is there a quick and good way?
Li Ning's headquarters broke down the big task into small goals, Through enterprise WeChat, the "shopping guide task" of the day is pushed to the shopping guide every day. The first few days are the basic work of the store, such as cleaning; The next few days will focus on the key work in the activities, such as the layout of promotional materials for the Spring Festival. Through each in-depth action, the shopping guide clearly knows what to do and what to make, so as to provide customers with high-quality brand services.
◎ High level service should really impress customers
Since last year, Li Ning began to promote one-on-one shopping guide service through enterprise WeChat, share fashion clothes for customers, and become their exclusive consultant. Find out the customers' preferences in the communication again and again. When the new product comes into the market, send photos of the style customers like together with the promotional activities to attract customers to the store to try it on. Some customers who have established their trust can also make a deal without going to the store. The person in charge of retail operations said, "What we could not imagine in the past has been realized with enterprise WeChat."
Behind this is the complementary advantages of headquarters and stores.
In the store, Li Ning's shopping guide will guide customers to join "Li Ning CLUB" and become Li Ning members, The headquarters will provide standardized membership services, such as Various promotional information, points activities, offline events sign up Etc, Personalized service is the responsibility of the shopping guide, More flexible and considerate. ◎ What do you think of front-line shopping guides? There are many tools for managing dealers, but only if front-line employees can use them smoothly and truly "useful", can they not be forced by administrative orders and respond negatively.
Enterprise WeChat Consistent use experience with WeChat, No threshold, easy to use, high acceptance of shopping guides.
More Than This, Shopping guides are afraid of information bombardment. When using enterprise WeChat to mass send messages, they will be pushed according to each position. For example, the content that needs the attention of the store manager will not be pushed to the shopping guide.
Enterprise WeChat for shopping guide has added customers' WeChat to provide intimate services for customers, After receiving praise from customers, the shopping guide was also very successful.
In addition to regular employees, the store sometimes employs some temporary promoters, who also need to be managed. The enterprise WeChat is interconnected with WeChat, and temporary promoters can communicate and cooperate with other employees on WeChat, which is very convenient.
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As a professional sporting goods brand with more than 30 years of accumulation, Li Ning brand can remain young, together with consumers, and become a representative of the organic integration of professional sports, Chinese culture, and sports trends 。
Behind the legend is a positive transformation, reshaping competitiveness with digitalization. The management logic has changed from "management store" to "service person", from focusing on sales goals to focusing on people's needs. During the epidemic, the news of epidemic prevention always affects people's hearts. What is the prevention and control policy today, whether it can operate normally, where to do nucleic acid, and so on. The headquarters will send it at the first time When the message is sent to the employee, a special reminder will pop up - "There is an urgent announcement that has not been read, go and check it!" Let all employees know what to do at the first time, alleviate anxiety and work with ease. "One idea we insist on is that, What can be solved through the system will not be done by others ", so that every employee can focus on meaningful work that can create value for the enterprise.![]()
Li Ning also moved the retail operation platform to the enterprise WeChat, and shared the applications on his workbench to dealers with the help of the upstream and downstream "application sharing" function. The dealer's staff can use it at the click of a button, without downloading a bunch of software, and can also save a large amount of information expenses. More valuable, The headquarters and dealers use the same tool, cooperate to complete the same work, achieve the same goal, and imperceptibly form a common code of conduct and culture, so that the whole team can work together.
In the digital era, the service provided by brand operators to customers needs to rely on the refined operation of dealers and stores to amplify the value. Enterprise WeChat hopes to help more and more enterprises, such as Li Ning, not only expand the market, but also become a favorite brand of customers.
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