案例名称:
宝岛眼镜:追随流量,25年开店的底层逻辑
译名:
Formosa Optical: Chasing Stream, the Underlying Logic of 25 Years Street-side Business
中文关键词:
零售业;门店流量;获客成本;电商;公域流量;私域流量;数字化转型
英文关键词:
Retail; Store traffic; Customer acquisition cost; e-commerce; Public domain traffic; Private traffic; Digital transformation
中文摘要:
本案例描述了宝岛眼镜历时25年、在四个具有显著时代特征的不同阶段开设门店的故事,开店的位置在变、形式在变,但其追逐流量、打造获客能力、控制获客成本的底层逻辑从未改变;线上线下的融合,无论是物理空间的实体门店、还是数字空间的私域用户,都要转化为高效的流量资源,最终实现获客成本的优化与控制。本案例希望见微知著,通过宝岛眼镜的开店故事反映中国零售业30年来的转型和创新轨迹,特别是近年来数字化转型的创新。
英文摘要:
This case describes the story of Formosa Optical opening stores in four different stages with distinctive characteristics of the times, which lasted for 25 years. The location and form of the store are changing, but the underlying logic of chasing user traffic and controlling the cost of customers has never changed. The integration of online and offline, whether it is physical stores or private users in digital space, should be transformed into efficient user traffic resources, and ultimately achieve the optimization and control of customer acquisition cost. This case hopes to reflect the innovation track of digital transformation of China's retail industry in the past 30 years through the story of Formosa Optical.
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