Indeed, the store is the place where the brand has the most opportunities for direct interaction with users, and where the brand can show its products and services to users and convey its own ideas to the greatest extent. The plant doctors who have accumulated nearly 30 years in the skin care industry, taking alpine plants as the essence and carrier, and adhering to the brand concept of "respecting nature, advocating science and giving back to the society", are committed to rejuvenating productivity, service and marketing in the new consumption era, and exporting new domestic products to consumers at home and abroad.

How to explore new increment in the stock age? How to release the commercial value for the off-line field of brands represented by stores? The plant doctor began to try to subvert the tradition: in January 2021, the first intelligent experience store of the plant doctor was officially opened in Shanghai, and a new and upgraded "unattended" model was implemented. This has created more opportunities for plant doctors to deeply interact with consumers, and also captured more opportunities for plant doctors to seize the minds of users.

During the implementation and deployment of the first intelligent experience store, the plant doctor, together with domestic professional global digital marketing service provider whale, used its new field research Martech platform "SDP · space data platform" to strive to cover new products, new technologies, new content and new experiences, and provide consumers with more diversified products and intelligent experiences.

01 

The electronic screen hides the universe and shapes an immersive interactive experience

When entering the store, the customer's vision will be firmly grasped by a transparent screen that perfectly matches the floor glass door. This large screen, which is used to display the main products, can perfectly interpret the brand's "sense of technology" in the short moment of reaching consumers for the first time.

During shopping, every time a customer picks up a product, relevant product information will be immediately displayed on the electronic screen: it is no surprise that the display of conventional information such as price, preferential activities and quality ingredients will also introduce the product processing process to consumers, which can not only broaden the dimension of customers' understanding of the product, but also show the safety and reliability of the brand.

The splicing screen in the Dendrobium District of the store also hides the universe: when no one touches the product, it is a complete information display screen; When a customer picks up a product, the screen on the corresponding product side will automatically display relevant information in separate screens, and the other side will still play regular videos; When customers pick up two products at the same time, the relevant contents of the two products will be displayed on the left and right sides of the screen at the same time. In the plant doctor intelligent experience store, the realization of "one screen with multiple functions" enables customers to receive product information and brand voice at the same time, and understand the characteristics, technologies and concepts of plant doctors in a perspective way. This process also enhances the stickiness between customers and brands.

In terms of technology application, content distribution, location and layout of electronic screens, the plant doctor intelligent stores have conducted in-depth research, striving to create a big signboard of "immersive interactive experience" and bring consumers a richer and more dimensional full scene extreme new experience.

02 

In the era of "content is king", I am the master of my content

When content becomes the main firepower of the traffic grabbing war between brand businesses, "content is king" is applied to all online and offline business fields of the brand. The close linkage between "SDP" and "dam" has played a sonorous role in the content of the plant doctor intelligent experience store.

Provide a brand specific content launch app, so that store managers can customize the design content and distribute it to all screens with one click, quickly, uniformly and in real time manage the offline stock of electronic screens, reduce the cost of human maintenance, and greatly improve the driving force and influence of brand content dissemination.

Based on the understanding of business flow, the CMS content management function provided by whale strategy can realize the material permission management of company level, store level and global sharing, and can support a variety of content types, common templates and rich interactive forms. On this basis, the plant doctor can realize the synchronization of Omni channel commodity information, reduce the operation cost of separate management, and fully release its Omni channel content marketing ability in the process of flexibly adapting to a variety of complex business scenarios.

Regardless of the store or the headquarters, the staff can view and manage all stores and device groups under the account through "alivia" according to their own permissions, so as to achieve real online and offline data synchronization. Thus, the botanical doctor wrote a wonderful note of Flowing Clouds and flowing water in content creation, management and omni-channel marketing.

03

Confidently display online comments to win customers' trust

"The real buyer's comment on the product is much more powerful than any endorsement or advertisement!"

Most consumers have such aspirations, and brand businesses also pay special attention to the brand reputation created by the word-of-mouth of real buyers.

According to the survey, online shopping users will refer to other users' post purchase comments before buying to decide whether to buy and how to buy goods. More than 80% of the people have this habit. In online shopping, you can click the screen to view the comments of past customers, but offline shopping scenes are difficult to meet customers' desire to understand the comments of regular customers as much as possible.

In the first intelligent experience store, Dr. botany, together with whale, has developed a customized technology that can "move online real-time evaluation into the store" to fully display the real-time comments of customers in the brand app mall in front of store customers. This has also become one of the features of the first intelligent experience store for plant doctors:

At the practical application level, store consumers can understand the product quality and service level of plant doctors through the most immediate and authentic regular customer comments, and also bring real-world conversion rate improvement to the brand;

From the perspective of brand development, the real realization of unified online and offline comments can bring consumers a sense of security and win consumers' trust and loyalty.

It is the brand's confidence and determination not to be afraid to show the most authentic comments to consumers. Whale's "move online real-time evaluation into stores" technology has made a breakthrough in improving the consumer experience of the plant doctor's intelligent experience stores, and also opened a new way for the brand to win more consumers in the future.

The first intelligent experience store is of great significance to the brand, which is not only a new starting point for the plant doctor, but also a successful test field to empower the subsequent brand growth.

In the process of sharing the digital fruits with whale, the botanist fully analyzed the commercial value of the offline space of the brand in the first store, seized every opportunity to interact with consumers, and delivered a brand-new and intelligent ultimate shopping experience to consumers. With store innovation to effectively drive passenger flow, and new products, new technologies, new content and new experience as the signboard, the plant doctor will really help improve consumption quality and release consumption potential.