New Technology Brings Regression Of Experience

In the era of SoLoMoPe, the "Great Migration" of human beings no longer took place only from cities to villages, but in a broader, more yuan, more omnidirectional and more virtual way.

Large scale standardized production and sales of industrial thinking, based on the "big and one-stop" PC Internet thinking seems to have lagged behind, mobile payment, big data, wearable devices, 3D virtual systems, Internet of things and other advanced technology and equipment and the whole channel, T2O, P2P and other new business thinking has created the 2 era of e-commerce.

Change is a normal state.

Some people compare the rapidly changing market to skiing, which can neither control the speed of the gliding process nor keep the balance of the body.

Nowadays,

With all the solid things that are "distorted" and nothing solid, all sacred things will be subverted. Everyone must adapt to such a rapidly changing market. This requires every shopping center to keep moving while maintaining a "balance of functions", because all changes involve business opportunities.

The Internet has a history of 20 years. Why is it so fast that it sweeps across the market today? Because the consumer logic, consumer behavior, consumer psychology, consumption decision-making process and consumption pattern of consumers connected by business are all "Internet".

Once seen a micro video of a retail group, a girl walks into a shopping center. Every shop's poster will be changed instantaneously according to customer's preferences. When you walk into a product, your terminal will prompt you to compare the relevant information and similar items, and push other brand's purchase suggestions, and when you complete the payment, the logistics will be delivered to your home.

All shop displays can even be adjusted according to your preferences.

Although the content of the video has not yet been realized, it definitely shows the "personalized experience" in the future.

Today's experience is no longer limited to store display and store coverage, but also to retain your customers not only by means of vision, hearing, smell, taste, and touch, but today's experience is due to the Internet. Its experience is to provide users with better services.

The scope has entered all aspects, including PC terminal and mobile terminal, and more importantly, it has gradually made use of big data, Internet of things and O2O to achieve customized services.

In the face of such a change, Xu Hui, deputy general manager of Shanghai Polytron Technologies Inc Information Center Marketing Center, said: "whether it is electricity supplier or entity, in fact, it can not pass the word" Shang "or business.

Technology focuses business experience on "people"

With the rising of commercial real estate stock, the impact of electric business and the homogenization of brands, the shopping center's experience of "experiencing tide" is actually shifting all the energy to "people".

Feng Yuehai, assistant president of Beijing Fuji Technology Co., Ltd., said: "mobile Internet including mobile devices is actually changing behavior. From a human nature perspective, it has changed the way and mood of exploring distant, unknown and wider world. The mood has changed and the method has changed. People are more willing to explore the content of his content in such a way, including consumers in shopping centers. They prefer to see more information and ways to guide him to take part in more activities in the entire shopping mall, which is a huge change of consumers."

First of all, business is to have people and some people can have the market. Mobile Internet technology not only brings the personalization into full play, but also needs the technology to pull the business back to satisfy the essence of human desire.

"From our point of view, there is only one thing to receive, that is, man.

Commercial real estate is still alive now, because it has people, so people are our most valuable assets, we must constantly improve the experience class system.

Wu Zheng, general manager of Yuecheng Tianjin Co., Ltd.

In the face of consumers who gradually gain "consumer sovereignty" and pursue diversified and personalized SoLoMoPe consumer groups, Wu Zheng said they have two main directions.

One is pure experience, attracting passenger flow. In order to realize the differentiation and satisfy the personalized experience of consumers, they set up a "Street District small brand" thematic block.

The second is to build the APP platform. Through the activities such as high yield Festival, good food Bureau club and other activities, the scattered passenger flow will turn into a stable passenger flow. The stable passenger flow will become a member, and some members will become active members to strengthen their relationship with the shopping center and tap their needs, so that they will be driven by the overall passenger flow into individual demand driven, constantly satisfy the needs of customers, truly create value for customers, and create greater value for shopping centers at the same time.

Data acquisition must be "right".

Through the development of the whole channel, the concept of business circle is no longer confined to the location of thousands of meters.

It can cross the fixed trade area, and correspondingly, the "human class" in the Internet age has also been divided.

Liu Yaodong, director of the Taiwan shopping mall Association and honorary chairman, said: "in the Internet age, people are divided into three categories. One is the Internet resident. He knows how to use Internet tools and technology. No matter what cell phone he will use, no matter what software he will use, such people grow up in the Internet encirclement.

The second type of migrants who are called the Internet may not have such a background before, but in today's environment, they are moving forward and groping towards the Internet age through continuous learning.

The third kind of people will not make use of the convenience brought by the Internet to enjoy the labor insurance that the Internet brings. "

For a shopping mall that does not understand CK's browsing history, purchase list, consumption capacity and address telephone, a variety of high-tech big data devices can help consumers to collect consumer behavior data and paction data, and complete data statistics, precision marketing, market segmentation, rent adoption ability analysis and so on.

According to Xu hung Liu, deputy general manager of marketing center of Shanghai Sina information Polytron Technologies Inc, there are three rules to ensure consumers' shopping experience when they collect data.

The first rule is not to offend. When collecting any customer information, whether it is his habits or personal information, we will never go through the "half step" and will not offend the privacy of users, and will not let him feel under surveillance or investigation.

The second criterion is not to disturb or disturb, but basically uses SMS push, MMS push and APP push.

The third criterion is that no matter which product line is added, background data must be connected and must be complementary to each other, regardless of whether the surface is independent or not. Each data is related to other data.

Experience how to meet customer expectations

The most important thing is to experience between consumers and stores. Many brands bring surprises to consumers through diversified marketing activities, while improving customer expectations. Two examples of Feng Yuehai, assistant director of Beijing Fuji Technology Co., Ltd., may inspire the brand of the shopping mall in the digital age.

The first example takes place in a shopping mall in the United States. When consumers walk to Nike shop on the two floor, they will receive a message, which means that the same type of shoes will play half off in the Adidas store on the third floor. These consumers will leave Nike stores after reading the text messages.

Feng Yuehai reminded everyone: "for consumers, receiving discount information is a pleasant surprise.

But if the Nike store on the two floor sends another message, if you come back, I will call you seventy percent off, and at this time, many people will not come back.

Because mobile applications have a very important characteristic, surprises will not happen second times, and when the second discount information appears, consumers will become accustomed to it.

South Korea's shopping center has a shop named "flying shop", they designed a yellow balloon that can send wireless signals, sending WIFI signals.

When the balloon was released to the elevator and shopping mall, everyone began to pick up the mobile phone and start scanning and taking pictures of the big yellow birds flying in the air. As the content access point of the WIFI, the consumer will find the promotional and discounted information provided in the retail store.

Seemingly ordinary balloon marketing not only provides convenience for consumers to connect to WIFI, but also creates topics that can be shared with others, leaving a deep impression on customers.