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首创奥莱“BOSS直播”另辟蹊径:线上带货“反哺”线下(房讯走天下)

贯穿整个3月的BOSS直播带货活动,不仅让首创奥莱打造了一批网红总经理,实现了近百万元销售额,也让首创奥莱扩大了知名度,吸引了新粉丝,成为他们生活的一部分,最终激活了新的到店客流,这为接下来启动的史上最大力度促销奠定了基础。从目前的情况看,清明节促销的客流和销售均超出预期。有了良好的开端,首创奥莱还将继续扩大战果,一方面加速全国十二城开设抖音小店的步伐,方便顾客购物;另一方面加大带货力度,让店内更多品牌加入到直播阵营中。

 

这次直播初体验尽管销售业绩还不完美,但却让首创奥莱增加了消费者洞察的新途径,逐步找到了线上线下融合的新机遇。

 

线上销售逐步升级

 

3月每个周末下午3时准时与消费者见面的首创奥莱BOSS直播活动,已经成为不少顾客周六、周日的固定栏目。本次直播出现的商品都是各大项目热销品牌的爆款商品,覆盖了首创奥莱近百余个主流品牌。

 

共计八场直播中,百元的菲仕乐双耳锅、千元的COACH新款背包等一系列爆款商品,让首创奥莱和品牌商既赚来了人气,也赚来了财气。直播期间,首创奥莱共计吸粉数万,销售额近百万元。

 

 

3月的直播活动只是小试牛刀,在接下来的时间内,首创奥莱还将发动更大规模的直播战役,从商场运营、营销负责人,到各大门店的品牌商,都将加入到这场战役中。

 

在直播带货同时,“指尖上的首创奥莱”钜MAX线上商城也在轮番推出大牌折扣活动,加码首创奥莱的全渠道战略。

 

商场客流逐步恢复

 

在获得更多顾客关注、知名度提升的同时,首创奥莱还通过直播收获“意外之喜”。与其他直播不同,首创奥莱全部产品都来自于全国十二家卖场,有强大的实体店网络作为支撑,商品品质更有保证、退换货流程更为便捷。通过直播了解商场情况,前往实体店试穿、挑选直播推荐的商品,并实现关联品消费,已经成为消费者在首创奥莱购物的新路径。

 

从数据层面看,全面复业的首创奥莱商场3月的销售额和客流数据大幅提升,已经逐步接近正常时期的4-5成水平。

 

 

截至目前,首创奥莱已经布局全国十二大重点城市,包括北京、湖州、万宁、昆山、杭州、南昌、武汉、合肥、郑州、济南、西安、重庆。

上一篇:清明小长假迎经营力测试,首创奥莱全国12城回血(中华网)

下一篇:清明小胜、备战五一,首创奥莱成功“重启” 12城(艾瑞网)

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