JD.com’s Experience Shops Bounce Back after COVID-19

JD.com’s Experience Shops Bounce Back after COVID-19

by Rachel Liu

JD.com has helped its “JD Retail Experience Shops” bounce back into solid business after COVID-19 through promoting omnichannel retail solutions, including livestreams and building online customer groups.

To keep employees and customers safe, most of the Experience Shops in China remain closed. The stores are spaces where customers can touch and feel products first-hand. Products range from digital products, cellphones, home appliances, books and other consumer goods sourced from JD’s business. With the outbreak of COVID-19, many store owners face significant sales reductions.

To address this issue, JD helped the store owners launch a series of livestream programs in partnership with brands to improve sales. From March 17th to 19th, twelve JD Retail Experience Shops launched livestream shows with OPPO to introduce its cellphone products, including the new OPPO Find X2 that was recently launched on JD. When Xiaomi 10 was launched in February, the shops also promoted the new products on livestreams and provided gifts and lucky drawings for JD customers. Viewership of the Xiaomi livestream increased 300% compared with the stores’ usual livestreams. Product purchases are made easy with customers simply clicking on affiliated links available on each livestream.

To meet consumer demand better while they are staying at home, JD Retail Experience Shops also encouraged store owners to build online customer groups, such as WeChat groups to share promotions and new products to customers. The stores can also provide individual tailored service to help customers pick out the most suitable products.

For the stores that are already reopened, JD’s private label J.ZAO(京造) provided nearly 20,000 items of disinfectant products for free to help the stores safely resume operations.

 

(liuchang61@jd.com)

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