成功的零售業線上至線下服務模式之研究

Abstract

傳統的零售業面臨嚴峻的考驗，來自消費者的更高要求，科技的日新月異，整合線上及線下服務的新零售業時代正式展開，零售業者都希望能夠提供更好的服務來提升忠誠度，但是只有少數幾家能夠透過O2O (Online to Offline)將對的事情做對。本論文即是在探討在此趨勢之下，成功的零售業者是如何藉由O2O提升了顧客體驗而擁有差異化的競爭優勢？其成功的關鍵因素在哪裡？ 本論文分析3個品牌：Starbucks、Nordstrom及Nike，用「服務品質SERVQUAL量表」及「消費者品牌體驗旅程」整理出領導品牌之所以能有的競爭優勢，並且歸納推理出一個成功的零售業整合O2O服務模式，以供未來企業界參考學習。 從本論文的分析研究中發現，這3個品牌都是在「同理心」的構面上，表現得特別突出，他們在「消費者品牌體驗」的每一個環節上都做到三件事情：1.非常瞭解客戶的需求； 2.將顧客利益做為最優先的考量；3.能夠提供個人化的服務。而一個成功的零售業O2O模式：首先必須具備明確的企業使命及生意目標，並建構重要的線上及線下要素，包含線上的社交平臺、Mobile APP、會員系統；線下的品牌活動、實體店面裡的商品體驗及服務。成功的O2O模式是個循環的動態關係，需驅動其正面的流轉，線上及線下可以提供完全不一樣屬性的服務，彼此加分互補，完全整合後可以真正做到深入瞭解消費者的需求、以提供最體貼的及個人化的顧客服務，這就是成功的零售業整合O2O服務模式。

The traditional retail industry is facing severe challenges because of the consumers’ increasing demands and advancements in technology. The new era of successful online to offline (O2O) service models in the retail industry has arrived. Every retailer wants to provide better services to increase their customers’ loyalty, yet only few can do it effectively using the O2O model. This thesis studies how the successful retailers improved their services and created differentiated advantages as well as what the key success factors are. This analysis focuses on three brands ~ Starbucks, Nordstrom and Nike by using the “Service SERVQUAL Measurements” and “Consumer Brand Experience Journey” to produce a “Successful Retail O2O Service Model” My study found these three brands all perform well in the “Empathy” dimension during the consumer brand experience journey, and are mainly driven by: 1. A deep understanding of consumers 2. Making consumers’ benefits as their number one priority 3. Providing personalized services Furthermore, a successful retail O2O service model must start with a clear mission and business objective first, and then they can build their O2O model. It is a positive dynamic cycle that attracts traffic from online to offline and vice versa. All of the elements should be integrated to support each other in order to really understand their customer’s needs and provide the personalized services successfully.