Chapter 27 Extended reading Digital sales terminal integration

The development of the digital new media era is becoming more and more powerful, the intelligence of sales terminals is constantly advancing, and technological changes endow terminal sales with unlimited potential. The store is the largest terminal gathering place, including the largest number of fast-moving consumer products.The terminal market of the store bears the important task of linking the past and the next: the so-called linking up refers to the manufacturers and wholesalers of the upper link; the so-called linking up refers to the lower linking consumers.The competition for terminals in the store is intensifying, and mastering the terminal also controls the market initiative.However, the most important thing to win the final victory is the solid "intensive cultivation, hard and soft".

The status of a brand among similar products is reflected by its market share, and the share is firstly reflected in the existence of terminals, that is, the distribution rate.How to improve the objective and reasonable distribution rate, the construction and expansion of hard terminals is very critical.The traditional terminal promotion is mainly based on the display of stacks and the salesman's shopping guide. The shape and scale of the stacks often determine the attention of consumers. This way of winning by quantity is gradually replaced with the birth of digital terminals. We It can be seen that in the existing store terminals, digital terminals such as LCD electronic stackers, LCD electronic shelves, electronic promotion desks, electronic price tag machines, and roadshow equipment have essentially changed the form of terminal promotions, and electronic dynamics The display of stacked heads, shelves and promotional counters, etc., is a qualitative leap in terms of the effect of information transmission.

Advertisers no longer need too large or complicated display piles, LCD screens can fully carry richer information content, and from the perspective of expression, the effect of vivid and dynamic advertisements is far stronger than that of print posters or billboards. There may not be sales if there are terminal points, but there will be no sales if there are no terminals; more terminal points may not necessarily increase sales, but fewer terminal points will certainly have little room for growth.If it is said that Focus Media’s store digital intelligent terminal has fundamentally changed the form of terminal promotion, then the key to determining this form change lies in the direct orientation of maximizing the communication effect.Dynamic images, changing content, reducing aesthetic fatigue, and comprehensively increasing attention.Realistic sound effects, high-definition pictures, and the combination of sound and picture fully enhance the attention.Arbitrary setting, all-round expression, unlimited combination space, and infinite creative possibilities.

The dynamic dissemination of video screens changes information from one-way transmission to three-dimensional transmission. There is no doubt that consumers' attention has increased. More importantly, advertising information located at the terminal of the store has become an effective information provider, and the arrival rate is higher than that of home TV. Many, play a direct role in the occurrence of consumer buying behavior. Terminal construction cannot be carried out in a single and static manner. It is inextricably linked with all aspects of marketing. The most important ones are: terminal construction is synchronized with channel construction, after-sales service, and employee comprehensive quality training.

Just imagine that when consumers are in a store, if the information dissemination of store terminals can form an all-round three-dimensional atmosphere, the effect must be superimposed.The terminal of the store is a system, and a good promotion effect depends on the well-coordinated operation of all links in the system. The superimposed effect of communication makes the product itself, product information, stack display, and shopping guides connect as a whole.Cooperate with the multi-directional publicity of LCD electronic pile heads, LCD electronic shelves, electronic promotion desks, electronic price tag machines and roadshow equipment to form a chain communication environment.

In the process of commodity circulation, the terminal is located at the end of the path, and it is also the most important link in the entire chain, and its implication is self-evident.The new sales concept tells us that whoever controls the terminal can control the future of the product, and the success or failure of the terminal determines the outcome of the competition.Therefore, we need to use the technology of digital media to keep close to the terminal market and work intensively to maximize the economic benefits of the terminal. The sales terminal is a long-term project. It cannot be quick success, nor can it be settled once and for all, ignoring long-term maintenance and management.The digital terminal of the Focus Media store helps advertisers highlight the display effect of the brand in the store; enhance the attractiveness of terminal activities, integrate advertising resources; and enhance terminal sales capabilities.

The biggest "weakness" of some brands in almost perfect marketing operations may be in the construction of sales terminals, or they have done a good job, but it is too late to make a bigger response. This is a rare opportunity left to us. Opportunity, a breakthrough, if we overcome the strange ideas of ignoring the terminal, and establish the idea that a journey of a thousand miles begins with the terminal, it is possible to make a sudden effort at the very moment when competition is doomed to be fierce. A blockbuster great cause for thousands of years. Success lies in the details, and a great cause begins with the terminal.