When the domestic department stores fell into the freezing point of development, Messi department stores, the largest chain store in the United States, had a bright spot. In Messi's latest three quarter report, the company's sales revenue in the three quarter was $6 billion 195 million, down 1.3%, less than 63.4% of market expectations. But by squeezing costs, Messi's net profit increased by 22.6% to $217 million. Although there is still a distance from the expected target, the operation and strategy of this old department store are commendable. Not long ago, Messi's revised version of the whole channel reform plan became an object for domestic retailers to imitate.

How did the US Department Store giant who managed 840 department stores and 13 ole stores do what could we get out of it?

　　 SoLoMoMe: retail industry enters "new era of price transparency"

In 2011, when people were shopping in physical stores, 59% of smartphone users would use mobile terminals to find more favorable prices, a 40% increase over 2010, according to InsightExpress, a market research firm. A survey by ComScore, a digital marketing agency, shows that nearly 6 of shoppers entering physical retail stores choose to shop online afterwards.

　　 Retail giant WAL-MART CEO Mike Duke said that SoLoMo is bringing the retail industry to a new era of price transparency. Retailers are at the starting point of the economic era of SoLoMoMe (social social +local localization +mobile mobile +personalized personalization).

In order to meet this challenge, department stores It must be reborn, and retail of Omni-channel has become an inevitable choice. The department stores in Europe and the United States have completed the evolution from single channel (singlechannel) to multi-channel (multi-channel), and are now moving towards full channel retail stage.

Full channel retail refers to the use of consumers as the center, making use of all sales channels, seamlessly linking consumers' shopping experience in different channels, and maximizing the pleasure of the consumption process. Therefore, customers can use all channels at the same time, such as physical stores, catalogues, call centers, Internet and mobile phones.

　　 Big data Deep exploration and exploration of consumer service

After analyzing the purchasing behavior of customers, Messi found that most customers do not shop online or only in physical stores. They choose to buy channels according to their needs. Therefore, it is important to let customers know that Messi stores can meet their shopping needs, whether in the Messi entity store, in the Messi website, in Messi mobile applications or in other Messi brand channels, the key is to let consumers choose Messi brand.

　　 All channels: the key is to let consumers choose Messi brand.

Messi department store's multi-channel strategy has a very clear theme - "let the shopping experience be simple and thoughtful". These changes can provide customers with a faster, more efficient and easier shopping experience. Considering the habits of customers in online shopping (like buying goods online before shopping, and feeling goods in physical stores), Messi stores also add many new facilities, trying to make customers' shopping experience perfect and thoughtful. This two pronged strategy enables customers to get all the necessary product information without sacrificing convenience.

This fully reflects Messi department store's multi-channel view: shopping, no matter which channel it is used, should absorb the best essence from the physical store and online experience. As CEO Lundgren said, "the ultimate goal of our" Pan strategy "is to establish a deeper relationship with our customers to ensure that customers can get whatever they want and when they want to shop at Messi's department store and DELL's department store.