Self Salvation Of Traditional Retailing Industry

< p > < strong > 1. The difficulty of traditional retail industry < /strong > /p >

< p > the physical retail industry is facing enormous challenges of its own development. The three problems of economic slowdown, inter industry competition, < a href= "http://www.91se91.com/news/index_c.asp" > electricity supplier < /a > are placed in front of the entity retailing industry.

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< p > economic growth has dropped to its lowest level in 30 years, and whether the social consumption power is facing an inflection point.

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Less than P, fierce competition in the same industry puts forward higher requirements for differentiation and service experience.

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The rise of P is the impact of the new Internet economy on the traditional economy.

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Before the three major problems, the growth of physical retail industry in the Chinese market continued to decline. P

In April 21st, CCFA released the 2013 annual retail chain top 100 report. The growth of stores in China's main 50 chain department stores is only 0.4%, and sales growth has dropped to single digits.

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< p > < strong > two, the solution: Regression < a href= "http://www.91se91.com/news/index_c.asp >" retail industry < /a > essence "/strong > /p >

< p > the essence of retail is to provide the right customers with suitable products at the right time and at the right price. The premise is that we have a comprehensive understanding of customers.

Retailers used to be most aware of customer needs.

In a classic business environment, the boss of a traditional rice shop knows every family in the town and knows how many people there are and how much time they pay.

Every time you finish the meal, you deliver it to the door, and collect money every day on the payday.

However, with the development of retail industry, China's retail industry is in a popular mode of joint operation. It relies on the deduction of points to gain market profits, making shopping malls farther and farther away from customers, and the understanding of customers is more and more abstract.

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< p > online retailing is far beyond the knowledge of customers.

Alibaba has said more than once that Ali is not an electricity supplier, but a data service company.

This statement reveals the biggest advantage of online sales over traditional retail.

Online retail is naturally digitalized. Every page, time of stay, even which items are added to the shopping cart, the actual orders and even the names and addresses of customers are recorded intentionally or unintentionally.

This is actually the biggest wealth of Alibaba and all electric providers.

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< p > traditional retail enterprises lack the characteristics of digitalization. When customers enter a shopping mall, businesses do not know who they are shopping, nor do they know what they want to buy. Under this background, traditional retailers are hit by the electricity supplier.

Therefore, saving the traditional retail industry must first return to the source of the retail industry, use information technology to return to the customer's world, to understand the customer and then better provide services.

The mobile Internet and WiFi technology have brought a glimmer of hope for the traditional retail industry.

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< p > < strong > three, mobile a href= "http://www.91se91.com/news/index_c.asp" > Internet < /a > new opportunities for retail industry < /strong > /p >

< p > Mobile Internet has given a new hope for offline retailing. For offline retailers, if we want to truly rejuvenate the mobile Internet era, we must better grasp the opportunities for technological change.

One of the most realistic technologies is WiFi.

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< p > through the WiFi system, the shopping mall will find the lost customers again, re understand the needs of customers, and extend the rich service and shopping experience through the WiFi shopping mall, so that customers can enjoy the irreplaceable experience online.

In the new historical era, traditional businesses should integrate new technology and eternal retail spirit to complete the upgrading of the retail industry again.

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< p > 1, customer data accumulation and analysis < /p >

< p > the rapid development of mobile Internet has made smart phones highly popular. In 2013, China had more than 820 million smart phone users, which meant that almost all the mainstream customers of the retail market had a smart phone.

The mutual promotion of smart phones and mobile Internet APP has opened up the rate of mobile WiFi.

Statistics show that in 2013, the opening rate of mobile WiFi was around 30%, and by 2014, the rate of opening has climbed to 70-80%, which makes it feasible to use WiFi technology to analyze and analyze customers.

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< p > through the WiFi system, we can find customers in the presence of customers, identify new customers or old customers, and know where the customers stay in the longest area, thus obtaining similar statistics with the electricity supplier.

After accumulating these information, shopping malls can understand customers more and more accurately, thus launching targeted marketing.

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< p > 2, customer identification and big data marketing < /p >

< p > further analysis requires more information about customers, such as customer identification.

Only through the identification of customers can the cold WiFi terminals be truly linked to a real customer, thus making it possible to provide accurate consumption solutions to customers.

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< p > fortunately, with the help of WiFi authentication and big data analysis, this is not impossible.

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< p > shopping malls provide free WiFi to customers. Users will provide some personal information in the process of using WiFi network. Maybe they are cell phone numbers that receive Internet Password messages. Maybe they are micro signals. Maybe other information, through background database comparison, we can understand the identity of users.

The simplest case is to compare the customer's cell phone number with the membership database, and the shopping mall can know whether the online customers are members of the mall. If they are members, they can learn more about the customers, such as age, gender, past shopping history, for further analysis.

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< p > according to customers' past shopping history, they recommend the sale information of interested products, customize coupons, and even recommend some brands that you have never entered before, but also meet your taste.

Such a shopping service will be very enjoyable to the customers.

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< p > 3, store navigation < /p >

< p > the scale of modern shopping centers is bigger and bigger. The shopping mall of 200 thousand -30 million square meters is everywhere. The moving line design of shopping malls consciously avoids monotonous, making such a large shopping mall like a complex city with a road lost in the shopping mall, maybe four, it is a experience that many people have had.

For shopping malls, even if a large number of shopping malls are added to the identification system, it is not possible to solve the problem by increasing the number of staff in the field, so customers often complain that shopping arcade is like a maze. It is inevitable to ask for directions and take more wrong ways in order to find a shop or a toilet.

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< p > with the help of WiFi technology, this problem can be greatly improved. Based on the commercialization of WiFi positioning technology and the support function of mainstream wireless manufacturers, indoor location navigation is rapidly promoted in shopping malls.

Customers open the APP of the mall, map navigation function can clearly see the location, enter the target shop, can quickly generate routes, help customers reach the destination directly, if the floor changes, maps can also automatically switch, intelligent degree is evident.

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< p > next, indoor navigation is further integrated with the function of augmented reality, which can indicate the direction of customer's progress and achieve more humanized navigation in real life.

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< p > < strong > four, new IT new retail > /strong > /p >

In the era of mobile Internet, the integration of traditional retail industry and WiFi has become the necessity of data marketing in retail industry. P

Whether it is a re understanding of customers, or based on the accurate marketing of big data, or the use of improving customer shopping experience, WiFi technology is indispensable.

In the process of pformation, IT technology is closely integrated with the marketing of shopping malls, and is linked to the future development of shopping malls.

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