Redefining online to offline digital marketing with a fun app plugin
Alipay open platform API
Embracing the future of retail
Retail in China has undergone a profound transformation in recent years. At the forefront of this change is Alibaba. The e-commerce giant has spearheaded a concept known as “New Retail”. Simply put, it is the digitisation of traditional brick-and-mortar retail outlets. And Koubei is the app that drives the whole thing. It works as a platform that customers can use to access services and products. But business owners benefit, too. Through the app, they can provide information, marketing, and services straight to their customers, creating a thriving online to offline (and vice versa) retail experience. However, some were reluctant to embrace change. So Koubei wanted to encourage businesses to move away from old operating methods, showing them that the future was not only attainable but affordable.
Letting go of the past
Part of the problem was that businesses were unaware of new methods. They were pumping resources into antiquated marketing strategies that just weren’t working. The channels they used weren’t stimulating much interaction, and, even if they wanted to, many businesses couldn’t afford the costs of independently developed solutions. So, using the Ali platform as a foundation, Monstar Lab worked with Koubei to build a whole new marketing plugin. This lightweight plugin has several functions. Essentially, it creates marketing content and activities that encourage a reciprocal relationship between online and offline activity, where one feeds the other. Business owners can get promotions and marketing initiatives, like a rewards or loyalty scheme, straight to their potential customers. But there’s more to it than that. Through an implementation of gamification features and social media style interactions, users are more engaged in the experience. The whole experience is more relevant, and, importantly, more fun.
By far the most important result of this plugin has been the complete redefinition of marketing for traditional outlets. Businesses that might have struggled to cobble together an effective marketing plan can now use Koubei exclusively. The app takes care of marketing concerns, getting the message out to the right people, i.e., clients looking for the specific product or service that business provides. And, in most cases, businesses can drive sales through the app, too. This means a reduction in operating costs. It’s a simple dynamic. Alibaba provides the platform, and Monstar Lab takes care of all the technical development and maintenance.
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