New Retail Service Design Strategy Research Based On Scenery Theory

With the popularization and application of mobile Internet,big data,and artificial intelligence technology,people’s lives are becoming more and more convenient and diverse,and consumption life and concepts are continuously improved.Global e-commerce and physical retail industry are going to be merged,and a new development issues New Retail is proposed.Many commercial tycoons have tried to reform their own retail business models,through innovation and improvement in retail channel integration,service experience construction,marketing system planning,intelligent operation and other levels,they have developed a variety of new retail species and new business models.However,due to the short development time of new retail and its immature development path,For some enterprises that have not yet tried and are ready to develop new retail,they still face many problems when developing and designing new retail services,such as:how to carry out in-depth user research to adapt to the unceasingly subdivided market,and how to design and optimize the service experience to adapt to consumers’ rising consumption experience demand of the era of experience economy,how to build a new marketing model that adapts to social media to activate and expand business market,and how to build a data-driven retail operation iterative mechanism to follow the pace of development and change of the market and social.Scene theory is the product of the further popularization and application of the Internet service.It is a collection of service design ideas based on the thought of designing user experiences through user scenarios.Getting scene theory into new retail service design and reform research not only can develop a series new retail service design strategy based on consumer’s shopping scenarios for enterprises which can improve enterprises’ s service efficiency and operational efficiency,but also the applied research of the scene theory in new retail can abound and enrich the service design ideas of the scene theory.For study the subject,First,the difficulties and problems in the development and design of new retail services are found by researching and analysising literature,relevant materials and cases on the topic of new retail,new retail services,scenario theory,and scenario-based service design,etc.Then analysising the function and significance of scene theory for solving those new retail service design problems.After that,the scene analysis method in the scene theory was used to analyze the online and offline retail service scenes in the new retail service model,and the service scene person——consumer,meanwhile,the current service design trends of retail service scenes each elements in the market were analysed as well.Next,based on the analysis results of the online and offline retail service scenarios and service scenario people of the new retail service,a user interview and survey questionnaire was designed from the perspective of consumers.Seting young and middle-aged office workers aged 18 to 35 were as target consumers,as far as basic characteristics of the target consumer group,consumption attitudes,online and offline consumption habits,and their attitudes and expectations for the elements of the online and offline service scenarios of the new retail service,a user survey was conducted.Finally,through the qualitative and quantitative research methods,the research results are analyzed and interpreted to further clarify the research and explorat directions of new retail service design strategies based on scene theory.In the outcome of design strategy,this research focuses on the new retail service functional framework,service experience optimization,brand value establishment,and service optimization iteration.Four service design strategies based on user shopping scenarios were proposed: scenario-based insights and functional transformation of new retail service requirements,optimizing the new retail service experience based on user scenario requirements,shaping the brand value of the new retail service to deepen community connections,capturing user scenario data to iterate the new retail service content.Each design strategy was analyzed and given examples for further explaining.The road to new retail service design research and exploration has just begun.To propose more and more effective new retail service design strategies,it also requires constant verification and improvement in real business practices.