Social Interaction Design Of Appliance Brand Under New Retail Background

With the rapid development of new retail business models and information technology,consumers are faced with changes from terminal upgrading to experience upgrading.Many traditional brands have begun to actively seek transformation and upgrading,which has led to many new models and new formats.It has also brought more opportunities and possibilities for the brand upgrade and innovation of interactive experience in appliance industry.The importance of brand interaction design has become increasingly prominent.The brand vision should be expanded from the product itself to the content and creativity of brand interaction.Traditional appliance retailing focuses more on how to promote the functional selling points of products,while the social interaction between brands and consumers is neglected.Lack of pertinence in brand service,untimely feedback processing,low user stickiness and loyalty are still widespread.Therefore,under the new trend,appliance brands need to upgrade experience with social interaction,create more interactive mechanisms for consumers,and form a benign and sustainable interactive relationship between brands and consumers.Firstly,through the study of relevant literature on appliance retail service,social interaction and user experience elements,combined with brand cases of social interaction at home and abroad and other service areas,this study analyzed and combed the current situation,shortcomings and future development direction of brand-consumer interaction in domestic appliance consumption scenes.Based on EPI user experience factor model,the consumption cycle of appliances was divided into three stages: expectation stage,progression stage and influence stage.And further analyzed and sorted out the content and characteristics of social interaction design in each stage.Subsequently,through the observation of consumer behavior in the appliance stores and preliminary interviews with consumers and shopping guides,the main stages and nodes of the appliance consumption journey were defined.Then,the detailed study of pain points in the journey was carried out.Through the workshop,questionnaires and other methods,continue to dig deep into the demand for interactive contacts,interactive content,interactive forms and interactive feedback in the process of appliance consumption.And found that there were a series of problems such as poor targeting of brand information and services,incoherent experience of online and offline scenes and lack of authentic and reliable decision-making support information.Finally,by prioritizing the interaction needs into design opportunities,found the core social interaction scenes and re-planned the interaction contacts and output the final design strategy.In terms of design strategies,this study proposes a socialized interactive strategy for appliance brand from attraction to understanding to loyalty in three stages: information dissemination strategy,interactive marketing strategy and consumer relationship maintenance strategy,corresponding to expectation,progression and influence three consumption stages.Among them,the strategy of information dissemination mainly uses the influence of word-of-mouth effect to stimulate purchasing desire by constructing consumer portraits for accurate recommendation and targeted dissemination of brand information.The interactive marketing strategy mainly refers to providing valuable information content for consumers to assist decision-making and combining appropriate price marketing incentives to stimulate purchasing.At the same time,it is necessary to consider the conversion and acceptance of the consumption scene to provide consumers with a smooth brand experience.The strategy of consumer relationship maintenance mainly refers to the design of a series of interactive mechanisms to attract consumers’ sustained attention and enhance the consumer’s stickiness to the brand,so as to cultivate loyal customers and guide the initiative to spread,and drive more potential customers to transform.Strategies require brand and designer to consider brand interaction design from more extended areas and dimensions,and also from the whole link to consider broad interaction,providing new ideas and practical basis for the reform and transformation of traditional appliance retail industry.