In order to avoid stepping into the trap

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In fact, digital transformation has hidden landmines. Tsai Kun-chi, LINE's senior director of product and strategic planning in Taiwan, agreed and gave an example. Some traditional retailers will share profits with store salespeople. Therefore, when the brand hopes that customers will join the membership and stay in the online mall to shop, it will lead to There were differences of opinion between the brand and the store salesperson. The salesperson lacked motivation to promote users to join the official LINE account, and even did so in a counter-intuitive manner. "There will be a sense of threat, thinking that you are stealing business from me," he said.

, Ah Shou deliberately linked the performance recognition with the store performance. This means that when customers make purchases at a certain store, salespeople will encourage consumers to become their official LINE account friends and bind them to the store. So when this consumer makes a purchase in the online mall, the sales will also be attributed to the store salesperson who encouraged the customer to bind the official LINE account. In this way, "it can effectively help the on-site service energy and become the driving force for brands to promote digitalization," Chai Hongde said.

Lin Junsheng, a professor at the Department of International Business and Research at National Taiwan University, analyzed that for old companies to undergo digital transformation, they not only need to korea whatsapp phone number introduce digital tools, but also need to consider the adaptability of employees and customers at the same time, with optimizing customer experience as the core goal.

Lin Junsheng mentioned that A Shou provided a good example that the basic skills of virtual and real integration can be effective. However, he suggested that Ah Shou's next step could be to optimize the customer's purchasing experience in the online mall. For example, the brand could encourage store salespeople to enter the preferences of the customers they serve in the online mall backend to help the mall promote products that better meet the needs of the customer. The product list makes it easier for consumers to generate motivations and make decisions online, bringing growth to both online and offline stores for enterprises.

This is also the full 8 years that Ah Shou has been gone , with more than 3 years of impact from the COVID-19 epidemic in between. He continues to explore a parallel online and offline transformation strategy, and grows new businesses with old brands that used to rely on physical store operations. mold.