Optimization Of The Display Of Retailer's Product Information In The Context Of Omnichannel

With the development of Internet and mobile Internet,Omni channel retail has become a trend.With the help of the Internet,consumers can easily collect information from all channels to make purchase decisions.At the same time,the demand for high-level shopping experience is increasing.Accordingly,the mentality of retailers has changed,and the retail supply chain is increasingly changing to be consumer centered.Under the background of omni-channel,retailers try to combine different information presentation methods to achieve the same shopping experience and maximize their own profits.Different ways of information presentation will affect the perceived value of consumers.On the one hand,choosing the right way of information presentation can help consumers understand the true value of the product to reduce the invalid orders caused by consumers' dislike of the product's backwardness;on the other hand,the way of information presentation will also affect consumers' psychological perception of the productThis paper analyzes the optimal combination of information presentation modes of retailers from the perspectives of online only retailers,offline only retailers and online and offline retailers.For retailers who only operate online channels,online retailers have their own channel advantages,but they are faced with problems such as inaccurate valuation of consumers,unwillingness to purchase and many invalid orders.In the face of these problems,retailers can,on the one hand,optimize the presentation of online information,or display product information offline to help consumers to accurately value,improve brand image,and promote consumers to place orders.In this chapter,from the point of view of retailers who only operate online channels,we help retailers choose the best way to present information and determine the best pricing under this way.The results show that when the influencing factors are large enough,online or offline display of additional information can effectively expand consumer demand and improve the total profit of retailers.At the same time,although the additional display mode will increase the return quantity,the total return rate will decrease due to the increase of total demand.For retailers operating online and offline at the same time,we give the decision boundary of retailers.When the online and offline pricing is low,the retailer can get a lower profit from selling the product.At this time,the retailer costs to provide additional display mode,but the profit does not increase much,so the retailer will choose not to provide any information;when the online and offline pricing is high,the online and offline information presentation mode can be effectively expanded Demand,improve profits;when online pricing is high and offline pricing is low,retailers provide additional information online to stimulate consumers' desire to buy.At this time,although consumers get purchase information online,they choose to buy products offline because offline purchasing is more cost-effective;when online pricing is low and offline pricing is high,retailers will provide additional exhibitors offline To improve the shopping experience of consumers.