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+--- Thread: 打破渠道界限协力提升全渠道消费体验 (/showthread.php?tid=994)
打破渠道界限协力提升全渠道消费体验 - mousumimoummi - 10-08-2023
正如醉翁之意不在酒，丝芙兰的直播带货之意也不在卖货，而是通过直播对产品进行详解，也会讲述一些美妆趋势、明星逛店、宠粉福利等内容，通过固定的直播时间培养客群习惯，而直播主题的不同又会为用户带来新鲜感。除了淘宝等常规直播平台，丝芙兰还将直播扩展到了视频号。视频号的直播不仅能作为丝芙兰私域的独立运营方式，也能够与微信生态的其他组成部分形成联动，环环相扣，将私域运营的效果最大化。
案例拆解丨制胜美妆零售！丝芙兰如何用私域 购买手机号码列表 开启新生态？- LinkFlow博客
而社群，则是承接丝芙兰视频号直播的下一环。在直播结束后，用户被引导加入社群。除了欢迎语外，丝芙兰小助手会在每一位新成员入群后，再次推送社群定时福利表，不断强化入群福利信息，减少群成员流失的可能性。群内也会不定期设置活动并公布获奖名单，展示活动真实可信的同时，也激发更多用户参与晒单的兴趣。
除此之外，丝芙兰的私域中还有一个重要角色，那就是“美力顾问”导购。2020年6月丝芙兰推出Smart BA项目，“美力顾问”会通过1v1私聊及维护朋友圈的方式，如周二美妆课堂，周四护肤心得，间歇穿插商品推荐的节奏反复触达消费者。“美力顾问”也会定期发送私域专属优惠口令，以“更大的折扣”和隐藏商品，进一步促进消费转化。
02 线下打造数字化门店
AR试色等数字化美妆设备，满足消费者的个性化需求。放眼当下各业态品牌，有如星巴克推出甄选旗舰店，引流无数打造所在城市新地标，也有像麦当劳，以“未来2.0”战略进行门店升级，提升用餐体验……可见，无论是新兴品牌还是成熟品牌，门店升级都是提升品牌力及市场竞争力的有力手段，丝芙兰自然也不例外。在线下渠道方面，丝芙兰线下门店引入了Fragrance Studio美力探氛站、Foundation Finder底色由我系统及Virtual Artist虚拟系统等数字化美妆设备，增强丝芙兰同用户交互的深度与时长，使得丝芙兰在销售、营销场景之外同消费者建立了更多的联系。
案例拆解丨制胜美妆零售！丝芙兰如何用私域开启新生态？- LinkFlow博客
通过这些数字化美妆设备，消费者可自行选择妆容，每个选择所需的产品都清楚地标明品牌、色号、价格等详情，每个妆容的品牌、质地、色系还可做进一步筛选。同时，店内设有两个“线上购物”云货架，消费者可在大屏幕上挑选自己需要购买的产品，并附上了语音识别功能，操作便捷。有这样的设备放在线下门店，不仅省去了顾客试妆的麻烦，也帮助化丝芙兰节约运营成本，减少产品的陈列面积，通过场景化的打造为消费者带来更愉悦的购物环境。另一方面，这些数字化的工具还可以帮助品牌获取海量并且有价值的消费者信息，从而更有针对性地提出相关产品建议，从而影响消费者的购买决策，实现精准营销。
![[Image: mousumi-300x177.png]](https://zh-cn.seoebl.info/wp-content/uploads/2023/10/mousumi-300x177.png)
03 线上线下联动，打造以用户为中心的全渠道消费体验
对消费者尤其是当今消费主力军Z世代而言，他们眼中没有十分清晰的线上线下区分，购物体验符合实际期待，才是他们选择去何处消费的重要原因。这就要求品牌不能将目光局限于单个渠道，而是要融合全渠道为用户提供无缝化购物体验。
不少美妆品牌在遇到像疫情这样的黑天鹅事件后备受打击，究其原因还是在于只布局了单一的线上或线下渠道，数字化程度不足，而丝芙兰早已采用全渠道运营战略，将顾客体验放在第一位。借助线上线下全渠道运营战略，丝芙兰连接了所有渠道，并将线上线下的数据进行联动，进而运用新兴科技对用户线上、线下和全渠道的消费体验进行有效提升。
RE: 打破渠道界限协力提升全渠道消费体验 - wingslol - 11-03-2023
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RE: 打破渠道界限协力提升全渠道消费体验 - wingslol - 12-02-2023
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