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快消品‘新零售’应该怎么玩？如果消费者一次性买了很多，肯定会有相当一段时间不再购买。品牌没法解决这个问题，但可以借助“双11”实现两个目标：一个是“拉新”，就是引入新客户；另一个是巩固品牌在消费者心目中的位置，使他们成为回头客。
1、通过顾客线上购物大数据分析，进行纵向和横向精准营销。
2、场景化：地铁、快闪店打造成“吐槽”狂欢，用“扫码购”的方式进行类似互动销售。
场景化的营销方式，对品牌吸纳粉丝作用明显：“通过这些场景引导粉丝参与线上互动，只用了20天，粉丝超过在线上开店两年的积累。”基于此，线上线下难以分割，而对品牌来说，要从“双11”的“一日红”，变成“日日红”，就是要用好线上线下的不同资源和优势。
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