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Cover Story
Connecting offline service with online one; opening up the Omni Channel
從線下連接線上 打通全渠道
Mr. George Li, Group Vice President of SF Express, SF Express Group
順豐速運集團
順豐集團副總裁
李東起先生
Online shopping is popular. In order to capture business opportunities, retailers should
be equipped with both impeccable online functions and proper offline logistics and
fulfillment service. Therefore, the role of logistics companies has become increasingly
important. These companies assist retail brands in connecting their online service with
offline one, thus achieving the Omni-channel Retailing.
SF Express Group has expanded its business rapidly to capture online shopping
opportunities. The 390,000-strong Group operates a large network of points of sales
across the mainland China. Mr. George Li pointed out that SF Express Group provides all-
inclusive offline services comprising logistics, warehousing, sales, payment and after-sale
service. It also assists merchants in achieving their sales goals with its offline network and
Omni Channel. He cited an example that through SF Express Group's service, a mainland
customer taking delivery of high-class fashion he or she has just purchased can, if
applicable, have his or her goods examined or returned in one go. He said, "For example,
if a customer finds that two out of three pairs of shoes ordered do not fit, he or she can
just pay for one of them. We shall assist in returning the rest." SF Express Group has seen
a rapid growth in its Hong Kong operation. It currently has 100 self-running points of
sales, and about 500 points of sales through cooperation with merchants. In addition,
located in Tsing Yi, its soon-to-be-launched SF Logistic Centre is furnished with cutting-
edge facilities and technology, and will provide comprehensive solutions for Omni-
channel Retailing.
網購大行其道，企業如欲把握商機，有完
善線上功能之餘，線下配套也要恰到好
處，當中物流企業角色日益重要，協助零
售品牌打通線上線下，實現全渠道銷售。
順豐速運集團把握網購機遇大力發展業
務，目前集團有
39
萬名員工，營業網點遍
布內地城市。李東起指出，順豐提供完善
線下服務，如物流、倉儲、銷售、支付，
以至售後服務，也可透過線下網絡和全渠
道能力，助商戶達成銷售目標。他舉例
說，在內地消費者訂購高級時裝，透過順
豐網點派送，可同步驗貨或退貨。「比方
訂了三雙鞋子，發覺有兩對不合適，可先
支付一對的款項，我們會協助把其餘兩對
退回。」順豐在港業務發展迅速，目前有
100
個自營網點、近
500
個商戶合作網點。
此外青衣的順豐物流中心快將投入服務，
該中心採用先進設備和技術，可提供完善
的全渠道銷售方案。
All-round customer experience
360度全方位顧客體驗
Ms. Diane Cheung, General Manager, Watsons Hong Kong
香港屈臣氏總經理
張慧屏女士
Touchpoints between retailers and customers have been expanded as shopping
experience now spans across entity stores, websites, mobile apps, social media, etc.
By the same token, brand promotion has become more challenging. Catering to every
customer's needs, omni-channel retailing is thus a key to success. Watsons Hong Kong's
"Customer 360" strategy enables its brand promotion and shopping experience to be
tailored to individuals. She said that retailers should understand the preference of every
customer, open up personalized channels for communications, and accordingly provide
the most-suited information about the brands.
Ms. Diane Cheung said that backed by its good Customer Relationship Management
(CRM), Watsons can cater to customers' preferences. Seven customer groups are
set up to formulate customer-oriented promotion plans. She cited an example that
one of the customer groups comprises skin care lovers who prefer simple and direct
information focusing on products' functions. She said, "Therefore, we have set up proper
communication means and content such as forum sessions and shared information from
experts, as well as promotion initiatives via traditional media. A set of mobile game apps
is also developed to boost interaction." She added that customer-oriented promotion
plans will help strengthen customer loyalty and add value to the brand, in addition to
sharpening the company's competitive edge in the retail industry.
購物體驗橫跨實體店、網站、手機程式、
社交媒體等，企業與顧客有更多接觸點，
品牌推廣也更富挑戰，在全渠道零售中緊
貼每位顧客需要是成功關鍵。香港屈臣氏
的「
Customer 360
」策略，令品牌推廣和
購物體驗達至個人化層面。「了解每一位
顧客喜好，開啟個人化溝通渠道，提供最
貼身的品牌資訊。」
張慧屏指出，屈臣氏設有完善顧客關係管
理系統（
CRM
），能緊貼顧客喜好，並設
定
7
類顧客群組，從而訂立以顧客為中心
的推廣計劃。她舉例說，有一類顧客是護
膚愛好者（
Skin Care Lover
），他們喜歡簡
單直接的資訊，注重產品功能。「因此我
們設定合適溝通方法與內容，包括網上討
論、專家分享，再配合傳統媒體推廣，並
設計一套手機遊戲程式，增添互動。」她
說制定以顧客為中心的推廣計劃，不單有
助提升顧客忠誠度，增添品牌價值，也可
促進零售競爭優勢。
10
