On the "physical viscosity" of e-commerce platform

[China Glass Network] First of all, from the traditional merchants, it can be roughly divided into two types, one is physical viscosity, and the other is experience stickiness. Take the supermarket as an example: First, its physical location determines its relatively direct viscosity to surrounding customers. We call it “physical stickiness”. In addition, it can also regard its financial strength and partner relationship as indirect. The "physical viscosity" is directly related to the type and price of the goods on the shelf. In addition, how to place goods in the supermarket, cash register system settings, service attitudes, etc., the feeling of customers entering the store can be called "experience sticky."

Besides, the e-commerce is sticky to customers. On the surface, customers are shopping online or accepting services. There is no direct "physical stickiness" problem with location attributes. However, indirect "physical stickiness" is not only present, but also vital, even turning The bend is also related to the physical position. A shopping website, your supplier relationship, purchase size, logistics, settlement, etc. are all “physical stickiness”, which is also related to the category and price of the goods you provide. For example, I have always used China Merchants Bank's personal online banking, not replaced by other banks' online banking (the difference between the charges is not big), you will definitely say: that is the interface and experience you are used to. This is one of the reasons. In fact, it is also because there is a recruiting store in the downstairs of my house. It is convenient to withdraw money. If I move to the upper bank of the Bank of China that day, I would like to apply for a Bank of China online banking. (Hey, this is related to the location). For example, e-commerce has a wider range of online education websites, and there is no logistics problem, but it is not as long as the web page is beautiful and can stick to customers. Your textbook editing ability, teacher level, professional depth, etc. can be classified as "physics." viscosity".

The author believes that "e-commerce" originally has its business attributes greater than electronic attributes, otherwise it is called "electronic media". Therefore, the e-commerce's stickiness to customers should be mainly based on “physical stickiness”, while “physical stickiness” is mainly determined by the professionalism and scale of the merchants, focusing on business attributes. Although “experience stickiness” is also necessary, it cannot be regarded as The decisive factor, which is mainly determined by the merchant's ideas and technology, and focuses on electronic attributes.

Taking the familiar foreign trade B2B service website as an example (or the import and export process outsourcing service network), many people have suggested that our website design is very "soil", not enough "technique" (of course not worthy of praise), but due to customs clearance, The “physical stickiness” of logistics and finance is very professional and quite large. There are also many services that are interrelated. Even if one is not necessarily better than other companies or customers, the customer churn rate is Less than 5%.

E-commerce applications have evolved to the stage of “flow is king, technology is supreme”. If the business still puts too much energy and resources into the “experience stickiness” with strong electronic attributes, for e-commerce, It’s a bit upside down. Of course, it is much more difficult to enhance "physical stickiness" than to improve "experience stickiness". It also takes a long time to accumulate scale, but what do you do to stick to customers? To know that customers come to your business website, after all, not to do art appreciation, to get more and better business services is fundamental.

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