- Service articles
Some consumers are squatting on buying furniture online because they are afraid of not buying "real goods", or they have to buy and install them themselves. And when shopping at Melaleuca Furniture, consumers can throw these concerns into the air.
Look at the real thing before placing an order
In April 2011, Melody opened its first offline experience hall. The reason for taking the step from the online to the offline, Melody CEO Gao Yang said, is to cure the "hard injury" of traditional furniture e-commerce.
As a durable consumer product, furniture is also a large consumer, and consumers tend to be cautious before placing an order. Potential customers often have questions after reading the pictures online: Is this PS? The true color of the furniture, the quality of the material, and the simple picture of the website are also difficult to explain.
Melaleuca's offline experience pavilion makes up for this shortcoming. It upgrades the experience model of online shopping furniture consumers from one-dimensional “vision†to two-dimensional “tactile + visualâ€. Consumers can first lock in several pieces of furniture suitable for their home decoration style through the official website of Melaleuca, and then personally visit the Melody Experience Hall in the city to go to the site to see which furniture materials, comfort, size, etc. are more suitable for their home. Decoration style and taste. Finally, consumers can choose to place their own online orders or cash in the experience hall, credit card and other payment methods.
Since Melaleuca implements the “online and offline†national unified price policy, many old customers who have shopping experience in Melaleuca are placed directly on the official website. Because the description of Melody's pictures is highly consistent with the real thing, they feel that even the "field visit" link is "extra".
At present, Melody has 258 experience pavilions, covering the vast majority of first, second and third tier cities in the country.
Furniture package online shopping
Melaleuca's experience hall essentially assumes two functions. One is to provide consumers with intent to purchase the goods to be inspected, and the other is to undertake the after-sales service of furniture, such as distribution, transportation and installation.
Melaleuca's 258 experience halls offer “5 packs†in the service area, which is second to none in furniture e-commerce. Melaleuca's after-sales "5 packs" specifically refers to package logistics, package transportation, package upstairs, package installation, and package return. In addition to maintaining the low price advantage of traditional e-commerce, Merlot Furniture can also achieve the after-sales standard of traditional stores, which is really valuable.
Package logistics means that Merlot transports the goods to the logistics point in the customer's area, and Mele Le, which transports the goods, delivers the goods to the customer's downstairs. These two points can be roughly equivalent to the "logistics point self-raising" and "commercial transport" services that traditional furniture net merchants can provide, and most of the after-sales service of traditional furniture e-commerce has come to an abrupt end.
Furniture is no smaller than mobile phones, clothing and other small items. Consumers can easily carry them without using them directly. A piece of furniture is often split into several pieces for transport, while a single component such as a marble coffee table can weigh up to a few hundred kilograms, and most of the furniture needs to be equipped with professional tools. Melaleuca has built a professional furniture installation team in each experience hall. The two services of “packing upstairs†and “packing and installing†eliminate the distress caused by consumers’ self-action or temporary invitation, and avoid Accidents such as broken furniture may be caused by rough operations by non-professionals.
"5 packs" in the package return refers to the "45 days no reason to return" service after the sale of Melaleus furniture. The scope of “no reason to return†includes the quality of the goods, the actual product and the product description are inconsistent, and the transportation process causes serious damage. In addition, the consumer finds that he does not like it, does not need it, is not suitable, etc. after the purchase of the furniture. The basis of the goods.
During the Merlot event, consumers who purchase orders over 3,000 yuan can enjoy the service for free, without adding any “hidden costsâ€. Since furniture products are mostly consumed in large quantities, the “threshold†is extremely low. "Free 5 packs" as a "reservation program" for promotion, "frequent debut" in the past events of Merlot also frees consumers from waiting.
In addition, Melaleuca's "three-year warranty service" is also welcomed by consumers. Melaleuca is one of the few companies in the industry to introduce the after-sales model of home appliance models into the furniture after-sales field. Melaleus internal regulations must provide services to customers within 48 hours of receiving customer calls, and Melaleuca provides permanent warranty service for furniture. If the customer is damaged due to improper use of the customer, it is also exempted from working hours.
One-stop shopping "to get all you need"
For consumers, it is an extremely complicated process to engage in decoration, buy furniture and then purchase home textiles. In Melaleuca, the whole process will become extremely simple. In the Melaleuca furniture network and the offline experience hall, consumers can “cover out the building materials, furniture, home textiles and even home appliancesâ€.
In August 2012, Melody Furniture Network Building Materials City officially launched, marking the official entry of Melaleuca into the cross-border business model of “furniture + building materialsâ€. In the same year, Melody's decoration online line has been integrated and improved thousands of decoration plans, free to consumers to download and use. On August 31, 2013, China's first “one-stop†custom furniture consumption platform with building materials as the core – Melaleus Guangzhou Haizhu District Custom Building Materials Experience Museum set sail.
Consumers who come to the Melody Experience Hall will usually bring the floor plan of the house. Because of the shopping guide of the Melaleuca Experience Hall, it actually assumes the role of free home consultant for consumers. Many of Melody's experience halls are filled with professional home improvement designers, which can be tailored to the tastes, preferences and layout of consumers.
Nowadays, Melaleuca has formed a “package solution†for the customer's home improvement “a case provided by Melody Decoration Network, a tailor-made design by the experience museum designer, and a product and customized service provided by Melaleus Furniture Networkâ€.
In 2013, the number of Merlot's distribution centers nationwide increased from 8 to 14, and the number of offline experience halls and service outlets has expanded from more than 130 to 258. After all, after all, the service still depends on strength, especially in the furniture industry. Self-operated service outlets are so densely covered that they are only Merlot in the furniture industry.
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