In the era of big data, the recommendation mechanism of thousands of people and thousands of faces makes the distribution of goods vary from person to person, but it only objectively alleviates the concentration of traffic. Of course, what leads to the shortcomings of traditional e-commerce platforms in unplanned shopping transactions is also the influence of content factors. The traditional e-commerce product pages mainly in the form of text and pictures are not conducive to stimulating consumers to make unplanned shopping. In recent years, short videos have been added to product pages to promote conversion to a certain extent. In 2017, JD.com released a set of data that high-quality videos in the home appliance category increased the conversion rate by 18%.
Compared with the content "articles" of e-commerce platforms, the way of attracting customers in brick-and-mortar stores is more "hard-core". The physical store takes advantage of its location (in a crowded area), with beautiful store decoration, a variety of shelves, shopping guides with the image of relatives, and various promotions, discounts and other activities, attracting users around the store to stop into the store and consume. . Compared with online shopping and offline scenarios, users can also observe the color, style and texture of the products from more Phone Number List angles, and the physical objects can shorten the distance between the products and consumers, further stimulating them to buy some products that were not originally "planned". "s product. According to the analysis of Dr. A. Gary Shilling, a well-known economist, although online sales have caused a great impact on physical retail, physical retail still has a huge advantage: the impulsive consumption of customers.
He believes that "the passenger flow of brick-and-mortar stores has indeed been greatly affected by the rise of Internet shopping. But if the total consumption does not change, then even if the passenger flow declines, brick-and-mortar retail will not be greatly affected. To achieve this goal , the brick-and-mortar retail industry must stimulate consumers' impulse purchases.