海尔澳网广告牌进入澳洲主流渠道106家门店

智电网02-06

在电商蓬勃发展的今天，线下零售渠道正从坐等客来转向主动营销，吸引客流。步入墨尔本最大的购物中心Chadstone，这种变化显而易见。在澳洲第二大家电连锁The Good Guys门店入口，海尔与澳网的联名广告牌整齐陈列，将网球的竞技活力与家电的科技质感巧妙融合，成为卖场中极具辨识度的风景。询问后得知，这只是The Good Guys在澳洲一家门店的展示，目前，海尔澳网联名广告牌已全面进驻The ...

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Guys达成106家门店的深度联动与全覆盖，本质是海尔产品力与品牌力获得本土渠道认可的直接体现。此次与海尔的合作，精准契合渠道主动引流的需求。门店工作人员反馈，联名广告牌铺设后，澳网顶级IP的影响力与海尔品牌的号召力形成强大合力，吸引不少顾客驻足围观、主动询问，卖场海尔展区的客流量较此前显著增长。其中，海尔X11洗衣机、制冰冰箱等畅销款的咨询量涨幅明显，部分门店甚至出现用户现场体验后直接下单的热潮，让渠道主动营销的成效切实落地。The Good Guys仅是主流渠道主动选择与海尔合作营销的一个缩影。澳网赛事期间，墨尔本乃至全澳范围内，几乎所有颇具规模的家电连锁店面门口，都摆放着醒目的海尔澳网联名海报。部分门店更创新升级展示形式，将海尔畅销款制冰冰箱、洗衣机等产品摆放在门口核心引流区。例如在Harvey 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