How To Achieve The Multi-Channel Marketing Of Martha'S Department Store'S Interactive Shopping Innovation

< p > < strong > BYOD new concept < /strong > /p >

Martha P has been 126 years old and has been the largest multinational business retail group in the UK.

Martha stores have 600 branches in the UK and 285 branches in 40 countries and regions around the world.

During the past 100 years, it has triggered many revolutionary changes in the department store industry.

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Martha P relies on the rapid growth of IT development team in order to improve its competitiveness.

Stan has recruited 60 employees, and this powerful IT team continues to deliver distinctive innovative projects.

The new delivery project is widely used in interactive shopping technology.

In the newly opened branches, there are 156 screens of "browse and order" center. The huge touch screen allows customers to make virtual fitting.

There is also the application of "inspiration screen". At the end of each store, customers can browse the latest 63 A stores, including the latest "target=" _blank "href=" http://www.91se91.com/ "clothing" /a "and the trend of home ownership.

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Martha P also has iPad for 1500 customer service.

In addition to trying thousands of pieces of < a target= "_blank" href= "http://www.91se91.com/" > clothes "/a" on the hanger, customers can also get massive product information from the Internet.

In March this year, Martha department store and the United States online makeup platform TAAZ company to provide customers with the industry's most comprehensive solution of virtual cosmetics.

The application set up the "virtual makeup effect counter", and customers can see their effect after using a beauty product.

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< p > "it turns out that customers like this high-tech consumption very much."

Stan said, "we are trying more."

Stan hints that he is planning to bring BYOD applications to a whole new level - in addition to letting Martha's staff realize mobile office, and customers can also achieve mobile shopping, which gives customers and employees more rights and interests.

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< p > "for example, when sandwiches are sold, if customers leave directly after shopping, they may not check out on the checkout counter, and then settle the bill on the way or home." this is the best.

Stan said.

It is understood that Martha department store mobile payment application named Paddle, consumers as long as the APP installed on the phone, shopping, you can use the camera to scan the code of goods to complete the payment.

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< p > "we are working hard to develop a new management system which can simplify the workflow of Martha department store and enable customers to enjoy efficient shopping by mobile devices.

This is a cultural change and great pformation for IT departments.

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< p > < strong > big data < /strong > /p >

What can p data collected from Martha's department store users purchase? Like many other large retailers, Stan is also very concerned about this area.

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P Martha's technology team is deploying big data strategy with other commercial organizations, hoping to find out which items the customers will pay attention to first.

"To reveal the essence of data more intelligently, we can increase profits and promote sales."

He said.

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< p > "should not mail every day" harassment "to all of your customers: a product 10 percent off.

Instead, we should send the mail in stages: "we understand that you bought two products of this kind 2 months ago, because you usually purchase it every two months, so if you consider buying this product now, we will give you a discount."

Stan said.

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< p > "this is a good marketing decision. The closer you are to your customers, the more valuable you will be.

That's what we do. At the moment, we may be able to do better. "

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< p > to control big data, we must consolidate professional knowledge first.

Employees of Martha department store come from different IT teams of different types of companies, and bring high-quality overseas resources, including the fresh blood of big data applications, such as data cleaning.

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< p > the commercial project of Martha department store is enterprise data warehouse.

In early March 2012, Stan visited San Francisco, eBay, Sears, William Sonoma and Safeway and other retail businesses.

He thinks these companies are ahead of British companies in big data technology applications.

At the same time, he also visited several suppliers of big data and quality business team, such as Horton Works.

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< p > Stan went to San Francisco to find some solutions. Is Britain's big data technology unable to meet the needs of Martha's a href= "http://www.91se91.com/" > department store < /a > Stan said that the US trip has benefited him in two ways: first, to understand how companies like Martha of eBay used big data; two, to absorb advanced technology, such as Hadoop, and few companies in the UK used the technology.

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< p > at present, Martha department store has mastered the ability of using different tools to process data jointly, and most of the data management work of the business is undertaken by a special team.

"Of course, all technologies cannot be cut across the board."

Stan stressed.

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< p > < strong > multi-channel platform "go to Amazon" < /strong > /p >

< p > recently, the important backstage project that directly affected the profit and loss of Martha's department store was to pform Martha department store's multi-channel system from the AWS (Amazon Web Services) previously used to a new independent research and development platform.

The project consists of two parts: the basic parts such as product information management, image peripheral data processing, order management and so on have been officially launched.

The new front-end system will run in the first half of 2014.

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P decision not only because Amazon is a competitor of Martha department store, but also because Amazon cloud computing service wants to standardize its cloud service and package it to other retailers.

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< p > "this is a great change. As a highly famous company, its background pformation is carried out under the concern of the industry.

We can not afford to stop the website for two weeks, two days, even if the cost of two hours - must ensure the normal operation of the website.

Stan said.

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< p >, therefore, with the development of business, Martha stores try to improve the level of IT technology and do the work that Amazon has done for it, such as safety work and IT operation.

At the same time, Martha's new employees need more professional knowledge.

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< p >, is it not a wrong decision to carry out multi-channel platform outsourcing in Martha's department store in 2004? < /p >

< p > "this is a good deal.

In 2004, our financial strength was very weak, and we lacked the experience of e-commerce. AWS made our business safer and smarter.

Compared with 2004, the volume of business has increased by about 10 times.

Stan said, "and now is the best time to leave AWS.

The contract will expire in 2014, and I believe we can face it all alone and there will be no default. "

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Another important achievement of the Martha group's IT team is the new warehouse management system originating from the red prairie company. This is an important milestone in the construction of Department logistics system. It integrates the company's logistics warehouses in the northern part of the United Kingdom, and a 90 thousand square foot (1 square foot, 929.0304 square centimeter) central distribution center will rise on Castle Donington.

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< p > "a reasonable business strategy is to do the right thing at the right time and at the right place, and the three are indispensable."

Stan summed up his experience as a CIO at Martha stores.

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