One challenge when we do the digital transformation in big corporate is about the channel conflicts arise. For example, introducing online e-shops that selling identical products with bigger discounts as offline sales creates trouble for both the sales and customers. What makes it even worse is if the customer has multiple touch points before the purchase and the contribution is attributed to the last touch point only.
To minimize it, Samuel used a smart tracking way to allow, if the customers get in touch with the sales first and purchase online later, the order can still contribute to the sales so the sales and the new online channels now become co-operating instead of competing.
It is easier in the real estate industry as the home buying journey is very long and normally it involves both online search/compare and offline site visit/paper work processes. The whole journey is O2O naturally so the agents rely on online tools.
Back to few years ago, when there were still some people using the old ways to search houses in brick and mortar stores, some agents did not believe online is working and were not willing to put their properties to online platforms to gain more exposure. It took quite a lot of education, showcases and time to transform their mind which is even harder than bringing new technology to the platform.
Now, most of the agents put their properties online and it becomes the basics. To stand out, VR(Virtual Reality) and KOL videos are getting popular. For those millennial who get used to Tiktok & IG, these tasks are easy for them. But for other more mature agents, it takes effort to encourage them to learn using VR cameras, video cutting softwares/apps, change their mind to show their faces online. Again changing behavior of people is not an easy thing.
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