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Brookstone Grasps the Strategy of “store+”,VR Experience Shows Strong Vitality

 Release time:2016-10-11   Content source:

Bad weather of this year’s National Day in Nanjing though, the streets are still crowded, downtown Nanjing, Xinjiekou is full of millions of tourists from all over the country. Stores have to use the strategy of “store+” to compete with electric commercial and business in WeChat. Aims at “scene experiencing”
marketing to attract a lot of customers to come back. The seven-day holiday is still the "Golden Week" for stores.

“store+scene experiencing” Subvert the Traditional Mall

The so-called Scene experiencing refers to combined the marketing
with people's reality lives, focus on consumers’ mental state or needs to carry
on the marketing behavior.

Brookstone (Chinese name: bositong) Fraser Dongfang store opened
in xinjiekou in 1st October,  this
is the eighth retailing store opened in China of Brookstone -- Unique new brand
from united states. This Dongfang store differs from the former stores, for it
introduced large VR games experiencing center to give the customers double
enjoyment of shopping and entertainment.

“store+VR” Offline Entertainment Is Better Than Ever

Brookstone VR experience Center, is decorated with blue color and a sense of future design.

providing a variety of the latest and most exciting VR games, using advanced HD equipment, bringing non-vertigo surprising experiences. The first day of
opening, although it was raining hard, but rains could not decrease consumers’
enthusiasm, no matter adults or children all line outside the store to experience the real magic of a VR world, actually the store is like a Technology Museum for them.

Linkage effects of VR experience, makes other products are also popular in the Brookstone store. After leaving the VR unreal world, children all flocked to
sand area to show his inexhaustible imagination with sticky sand. While some
adults gathered at the wine area to try the wine aerators, beer system, drink a
small glass of wine to relieve the irritation of VR experience. Others come to
the home section, sitting on the Massage Chair to relax tight muscles and nerves.

Consumers’ sincerely praise, long-time stay greatly stimulated
the consumer enthusiasm, shopping just extended the sensual pleasure which
contributes to the Brookstone exciting sales during the National Day. President
of Hisap, Chairman of Brookstone China -- Xin Kexia sigh: “the best time of offline entertainment experience has come. The business and profit-making model of the Transformation and upgrading of unique new has established, it will definitely reconstruct the offline value and core competencies, and viscosity.”

Why Choose “store + VR”?

In the journey of transformation and upgrading of unique new, Brookstone chose VR,because the customers’ experience from VR is unprecedented. VR does meet the consumers’ fantasies, they build an authentic, thrilling and exciting scene.Advertising, travel, conferences, city planning, special operations, mental health and interactive life, such areas in need of considerable economic
investment, now can it can be easily achieved by VR, enabling consumers to
experience the phenomena of life by VR in the store.

For stores, VR can easily create the real experience that the marketing model of “scenes experiencing” purchases, to give the customer a comprehensive understanding of commodity, immersed in a particular shopping experience environment, will urge the consumers’ enthusiasm into actual sales.

The largest market potential of VR is few inputs and high economic efficiency.Nowadays, the interests of VR experience center far exceeded other marketing methods’ interests, through experiencing tickets, product distribution,value-added services and products connected.

VR is helping stores from online back to offline, and shows the advantage of store experiences. As long as consumers are happy to experience, willing to consume,the transformation and upgrading of the store will be easy.

After seeing the strong momentum in the VR industry, President of Hisap, Chairman of Brookstone China -- Xin Kexia sigh: “the best time of offline entertainment experience has come. The business and profit-making model of the Transformation and upgrading of unique new has established, it will definitely reconstruct the offline value and core competencies, and viscosity.”

“stores + interactivity’ Brings Strong Vitality

Brookstone focuses on innovative, functional and well-designed products. As the largest platform of unique new products produced and retail of United States,
Brookstone’s products aimed at improving people’s quality life with wisdom
technology and creativity. In addition to the great products, people are one of
the most important role in Brookstone,if you want to be a Brookstone salesman, you have to be a product experience architect firstly.You must be a product
playing expert before selling products to the customers. Hardware + atmosphere
+ interaction between people and people, all elements together constitute a
scenario, the role of the salesman is not a sales, but a shopping guide,
playmate and friend together with the customers exploring a variety of new
products to play and have fun in the store.

   Interactive mode makes the perfect combination of shopping and
playing, also shows the great charm of offline retailing. Consumers got the
ultimate shopping experience, so they are willing to take Brookstone as the
first choice for shopping. Patrons of highly viscous and high attraction for
new customers, are the unlimited source of Brookstone.

  No matter how many times we used to ridicule store "get old" , but undeniable, the store is still the mainstream of Chinese consumption market. The so-called "closed tides", eliminated those enterprises that can’t adapt to the market competition, while leaving behind a strong vitality of the "elite". Deep “ploughing” scene display marketing "stores +" will bring consumers new feeling , in which way,this will be the new transformation of real business.



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