New Shopping Age: Design Personalized Exclusive Shopping Routes For You

P stores will become more and more like a fashion magazine, and those who are keen on online shopping will return to the store. Mobile phone and database analysis will spawn all this.

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< p > introduce you to the three main characters of this story: traditional retailers, online data integrators and Customer in the new shopping mall.

They are leading a traditional retailer's nirvana around the world.

When the traditional retailers begin to think about the original ecology of the "a href=" http://www.91se91.com/news/index_c.asp "/a", the nostalgic consumers will encounter the pleasure of new shopping in the future.

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< p > shopping in the future may be more and more inseparable from mobile phones.

When you walk into a Shopping Mall, open your cell phone to receive the exclusive shopping line designed for you by the mall, then go to your favorite clothing store according to the map of the mobile phone. When you get the bar code from the < a href= "http://www.91se91.com/news/index_f.asp" > clothing < /a >, when you check out at the checkout counter, you will automatically push your favorite coupons on the phone.

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< p > the premise of all these beautiful ideas is data collection under the line.

The biggest difference between traditional retail and online retailing is the natural digitalization of online retail, while traditional retail has no data to collect.

When customers enter a shopping mall, merchants do not know who they are shopping, nor do they know what these people have bought, so the mall can not dig out valuable data like Amazon, and when you do not know your customers, you can only wait and die.

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< p > the story should have ended, but the turning point appeared in the traditional retailers thinking about the original ecology of the retail industry.

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< p > the retail state of the original ecosystem is like this: a grocery shop is opened in the street community, and then the boss knows all the neighbors.

The boss knows what these people like, and how many rice they eat in the family and how much rice they can eat in a month.

Then the boss will put these people's needs together and organize the goods according to this need.

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On the planet P, people who know the needs of customers most often are traditional retailers. If they want to get out of the mire, the best thing to do is to return to the original.

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< p > < strong > individuation < /strong > < /p >.

P, China's intime department store is changing this situation.

It attempts to use Wi-Fi wireless network to complete offline data acquisition.

Yintai department store, < a href= "http://www.91se91.com/news/index_p.asp" > Hangzhou < /a > West Lake store, is the first test ground, which triggered a revolution in traditional retailing industry.

This is a huge pformation plan.

Yintai plans to install all the stores in the end of 2013.

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< p > in the view of Lin Chen, chief operating officer of Yintai network, the competitive chip of electronic commerce is not a cheap price at all, but a huge data deposit behind it.

Now it's time to move the mine to the bottom line.

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< p > the revolutionary cause of traditional retailers has just begun, and the establishment of database is a long process.

"The first step is to complete user identification, to know who made up my users."

Lin Chen, chief operating officer of Yintai network, told reporters.

The mobile phone number is connected to the mall Wi-Fi. Yintai can identify users by mobile phone numbers, and then understand the consumer's habit of going to the store frequency.

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< p > Lin Chen describes himself as a heavy DouBan FM enthusiast.

Because DouBan FM can always play some songs that he has never heard of before.

The basis behind is to listen to past records and favorite singers, and make personalized recommendation according to a set of algorithms.

Lin Chen hopes that future department stores, like DouBan FM, will recommend merchandise discount coupons, special sale information and even an ideal shopping line according to the past shopping records of consumers, along the way are all customers' favorite brands, including those brands that you haven't seen before, but also accord with your taste.

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< p > < strong > new role < /strong > < /p >.

< p > this is not an easy task.

"The biggest problem under the line is not digitalization.

Whether the user's behavior or goods must be turned into figures, then they can be calculated.

Han Zhiyong, vice president of technology operation, told reporters.

As a technical partner of intime department store, the advantage of percentage technology lies in the ability of online database and data mining. It has emerged as a data integrator in the new shopping era.

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< p > the identification of Wi-Fi in Yintai department is the first step to establish the offline database and realize digitalization.

Once the offline database is established, the online algorithm can be moved to analyze the offline shopping behavior of consumers, and recommend products like Amazon.

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< p > intime department store hopes to use the online database to depict the appearance of new users, especially when consumers first use Wi-Fi, and intime stores know little about him. Once the mobile phone number is used to connect the percentage technology database, the customers can get the shopping behavior of the customer in the online store, so that they can use the percentage technology database to recommend their favorite products.

Lin Chen believes that such cooperation can get user information from a more comprehensive dimension.

Han Zhiyong explains the matching logic between the percentage line and the online data. "If this user is captured online, and we can find his preference in our user behavior database, we can find the person under the line through the Wi-Fi system, and then do the reverse push."

The biggest advantage of intime is the online resources of Yintai network.

Through the pformation of Yintai network, the matching level will be even higher.

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< p > American department store giant Messi is more like the Enlightenment of intime department store.

Messi's department stores also attach importance to online business, and about 15% of sales have come from e-commerce. Its layout, brand composition and goods composition in North American stores are based on user consumption data calculation.

Messi's department store, through cooperation with dunnhumby USA, uses advanced consumer habits to track customers' personal buying behavior, and has launched more than ten million copies of products manuals in one year, and every consumer will receive the most suitable one.

De Heng is a technology consumer opinion consulting firm, which has helped British retailer Tesco lose its profits.

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< p > "it mainly carries on the analysis and statistics through the traditional method, then makes the targeted marketing.

And now Yintai uses Wi-Fi for lower cost and better timeliness.

Lin Chen told reporters.

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The location function of < p > Wi-Fi makes shopping personalized.

When consumers enter the mall, their walking paths will be recorded, including the length of stay in a shop.

When these data are analyzed and processed in the background, the mall can push a dedicated shopping line for users.

For shopping malls, they can also lock the hottest shops and make a more reasonable brand combination.

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< p > however, the recommendation of moving lines is not easy to achieve.

"Every time the user enters the mall, the scene is different, because even the same store, the same person today and tomorrow's needs are different.

So it would be inappropriate to recommend the same line.

Zhang Yifan, deputy director of percentage marketing, explained to reporters the difficulties of personalized recommendation in application.

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< p > the establishment of offline database takes a long time. How to attract users to use Wi-Fi becomes the key to establishing offline database.

From the pilot project of Hangzhou intime department store, 30% of users will actively search for Wi-Fi connection.

How can the rest of the group be willing to pick up their phones and enter their personal information? Lin Chen said that intime will cooperate with video sites, put video content on the store server, and plan ground marketing activities, so that customers can connect to the Internet to play games and get shopping scores or coupons.

"These are all small games, but I believe that this can stimulate 60% of the number of people entering the shop to pull out smart phones and connect to our Wi-Fi."

Lin Chen told reporters.

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< p > < strong > heavy experience < /strong > < /p >

< p >, as Stuart Aitken Aitken CEO of Stuart said, "while the enterprise is reducing costs and expanding the scale of operation, it has forgotten who the customers are.

Our job is to enable enterprises to re establish connections with customers and make them a large "corner shop".

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< p > Lin Chen also thinks that the retail problem at this stage is just to forget the essence of the original eco retailing.

"With the development of retailing, the two most original things are gone. First, I want to know my users, and I know his needs."

Lin Chen believes that what the world's traditional retailers are doing now is to trace back to the origin of retailing.

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P > Green Hills in the United States is a home technology upgraded grocery shop.

It uses the advanced payment and marketing system of biometric technology. Once the consumer's records are sent to the database of the network terminal, the customers only need to touch the scanner with their fingers every time they go to the store, and the instrument can print out a list of coupons that are tailored to the shopping records in a few seconds.

According to statistics, this project has increased the turnover of stores by 50%, while the patronage frequency of customers has increased by 10%.

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< p > data collected by means of technology can not only provide valuable information to consumers, but also make effective brand combinations according to user information.

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More than thirty stores in P, including community stores, Yintai Center and Yintai City, are different in user composition and format.

It also imitates Messi's department store and organizes products according to its own consumer groups, so as to create a differentiation of stores.

In the era of new shopping, department stores will become more and more like a fashion magazine. It does not own a brand in itself. Its core competency lies in how to organize different styles of fashion magazines (businesses) to correspond to different consumers, and department stores should organize their products according to their own consumption groups to form a unique style.

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"P >" when the United States, Britain, China and other global department store chiefs began to think about "why people come" and "how to make people come often", and organized shopping malls.

Those shops that appear to be low in efficiency are the valves that drive market traffic.

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< p > a barbershop named TRUEFITT &HILL, known as the TRUEFITT &HILL, is famous for its shaving, attracting a large number of customers. It is also the oldest existing barber shop in the world record book.

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< p > the new brand K11 shopping center of Hongkong New World Group has achieved good results as soon as it comes out.

K11, the flagship art brand, has locked a group of new high-end consumers, and has launched the experience area inside the MALL according to their preferences.

In June 28, 2013, crowds of people gathered excitedly surrounded by a 350 square meter field filled with vegetables, and others took out their cell phones to take pictures of three little pigs and a cow lying in the fence next door.

This is not the field in the suburbs, but the urban farm on the opening day of the K11 shopping mall, which is located in Huaihailu Road, one of the busiest commercial streets in Shanghai.

In addition, the four floor air garden, the two floor cake classroom and the 3000 square meter art space make the mall an alternative existence.

These independent attempts have become the engine of stimulating the flow of shopping malls.

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< p > 2009 Hongkong K11 officially opened.

It achieved profitability in the second years after its opening, and sales doubled over the previous year.

Since then, Hongkong's K11 revenue has maintained a two digit growth rate.

When shopping experience becomes the core competitiveness of traditional department stores, it dares to invest in low efficiency experience areas and understand customers' deep experience and preferences.

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< p > the double blow of the economic downturn and the rise of the electricity supplier has made the performance of the traditional retail industry continue to decline in the Chinese market. "The reason why consumers are abandoned is that you want the money and can not give consumers the value they need."

Therefore, saving the traditional retailing industry must first return to the source of retailing, and use information technology to return to the world of customers.

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In the future, a good offline shopping experience is the competitive power of traditional retailers. P

Whether it is to deliver more valuable commodity information through mobile phones, or to create new and interesting shopping malls, traditional retailers are working hard to pform and create a new era of shopping.

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