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移动互联网时代,电商的营销与发展已经不再仅是流量的争夺,粉丝经济成为电商发展的新出口。苏宁通过明星直播、买手天团、快闪店等形式对标时下黏性高的传播形式,将线上与线下、网红与明星、消费与体验互动,让消费者升级为粉丝,将商品消费升级到IP内容消费,打造出一条“个人-内容-场景-消费-品牌互动”的新产业生态链条。
线下提前引爆大动作一触即发
北京作为“8·18”发烧节的核心主战场,北京苏宁围绕产品、价格、服务、玩法等多个消费维度,实现线上线下资源整合,为消费者打造一场真正发烧级的消费盛宴。据卞农介绍,北京苏宁将在8月17日率先启动全城超级团购日活动,全城91店携手助力"8·18"发烧节。与此同时苏宁易购还推出“苏宁V购”私人定制导购服务。消费者可以在线提前预约,即可享受一对一的高品质服务。此外,“8·18”发烧购物节期间,北京苏宁与华耐家居联手为消费者提供家居家电一站式购物体验,消费者前往苏宁易购和华耐家居任一门店均可享受专属优惠。8月17日至18日,消费者还可以登陆饿了么手机APP领取苏宁易购发烧节专属红包。
卞农表示,苏宁易购“8·18”发烧节,物美价廉只是一个基础的标配,为了避免大促后遗症,今年5月,苏宁推出“贵就赔、如约送、迟就赔、代客检、极速退”等一系列创新服务承诺和产品。在即将到来的“8·18”发烧节,苏宁加码推出“两赔一保”、“物流黑科技”、“发货险”、“55个城市送装同步”、“24小时客服在线”、“苏宁帮客”等服务新标准,为消费者提供完善的售后服务保障,解决消费者购物的后顾之忧。除了用户关怀以外,快递员作为这次良好购物体验的传递者也应该受到应有的尊重,苏宁为了进一步将这种关怀落到实处,号召政府、物流行业协会及物流企业,倡议并计划把每年的8月28日设为快递员节,为广大快递员提供从精神到物质方面的一系列关怀福利。(刘映花)
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