The kitchenware enterprise launched the experience marketing, and the tradition was implemented simultaneously with the e-commerce. Compared with traditional shopping consumption, the experience-based business format has a long-term ability to attract customers, long stays in consumers, and significant consumption of other categories. It also shortens the incubation period of new commercial projects, and becomes a traditional shopping center in the wake of the rise of e-commerce. A new format for transformation. In the kitchenware industry, the strengthening of the consumer experience will also become the main development direction of the kitchen appliance industry in the future.
Consumer demand is personalized and diversified
With the increase of consumers' income level and cultural quality, and the scarcity of time resources, their demand presents a typical complex and perceptual situation. On the one hand, consumers' shopping needs are beginning to show diversification. The functions of home cooking places such as kitchen utensils are no longer a simple “shopping placeâ€, but a “new social spaceâ€; on the other hand, emotional factors are also It has become an important factor affecting customers' purchase of kitchen products. For example, the environment, color and service of kitchen utensils will have an impact on customers' purchasing behavior.
Hardware facilities and soft power are equally important
According to industry insiders, compared with e-commerce, offline kitchenware stores have the advantages of personalization, experience, convenience and service, which is in line with consumer demand for furniture products. However, the experience-based consumption of many kitchen utensils is still only in the concept and form. Although the hardware environment such as storefront display has been greatly improved, the soft service strength is still in its infancy.
Compared with the traditional consumption mode, “experiential consumption†pays more attention to the creation of the consumption atmosphere in addition to the sales of goods. It is hoped that consumers can get more spiritual satisfaction on the premise of purchasing the goods they need. Therefore, in addition to the kitchen appliance itself and the store material environment, the kitchenware business is equally important to the quality of the sales staff and the level of on-site management. In front of consumers, the kitchen sales staff should be an expert consultant to solve and suggest any problems that consumers may ask.
Kitchenware companies make full use of experience marketing
Only in this way can kitchen consumers be willing to recognize “experience consumptionâ€. Otherwise, “experiential consumption†can only stay on the mechanical level of material and environment, and lack direct communication and communication services between people.
Therefore, experiential marketing is a process of experience for consumers; it is also a marketing process for kitchenware companies. The marketing mentioned here is not just sales, but also the overall impression that products, services, brands and even companies deliver to consumers. Therefore, kitchenware companies should make full use of each experience marketing to create more diversified content and situation on the existing basis, so that consumers can feel more brand value added in a more exciting experience.
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