Depending On The Big Data, The Offline Retailer Gets The Basis For Business Decision

By providing wireless routing equipment and detecting the WiFi signals of customers' mobile devices, it collects customer information such as geographical location and action route, and then integrates with third party data to analyze customers' shopping behavior and preferences, and provide retail retailers with decision-making reference for store sales.

After two years of entrepreneurship, Zhu Zhi, founder of sesame technology in Nanjing, was selected as the "2014 Forbes China 30 entrepreneurs under 30 years old" list, and the project also won Legend Legend 4 million yuan angel investment.

Last Saturday, the reporter met with the 85 entrepreneur in the "Nanjing entrepreneur's end of the year" at Chi Si Hui. He listened to the story of finding commercial space in the retailer's "WiFi wave".

When I was in college, the "win in China" program was very popular. My initial entrepreneurial flame was lit by this program.

After graduating from the Automation Department of Nanjing University of Science and Technology, I first sold in an American company for 3 and a half years.

In 2012, I went to barbecue with two small partners who did technology. I didn't know how to start a business.

They said, as long as you can sell, we can do it; I say, as long as you can make it, I can sell it.

Hey! That's a hit. We quit soon and founded sesame technology.

At the very beginning, sesame technology's idea was "smart membership card".

A physical card, a little thicker than the ordinary card, is embedded in a battery and chip, aggregating the function of the membership card of many shopping malls, releasing the customer's card bag, and taking a card away from the world. At that time, we were very confident in this idea.

But in fact, smart membership cards are not acceptable either at the end of the business or the customers.

After three or four months of promotion, we began to realize that the real direction of the future is no card, and we still stay in the physical card stage. This is "reverse the trend". We hasten to adjust the direction.

However, this detour did not go away.

In the early promotion, we learned that many businesses have the need to study customers, which gave us great inspiration.

Soon, we chose WiFi sensing technology as a new direction. Even if we did not connect with the WiFi, smart phone users could feel it as long as the WiFi switch was turned on.

We have also become the first group of people to do WiFi perception in China.

But these data are obviously far from enough. Data is like a mine. It is more valuable only when it is distilled with gold bullion and gold bars.

So we positioned ourselves as a data analysis service provider, and developed a set of professional data analysis system, known as.Retail, to study consumer groups and individual consumption habits and capabilities through massive data, and to guide the management and operation of the shops through these analysis results.

For example, a convenient chain store opened a new store, we can help managers to check whether the store is only diverting the customers of the old store. If so, it means that the contribution of the store is not high, so we can consider switching it off.

For another example, shops usually "clap their heads" to decide how many promotions and promotions should be made.

In fact, we can understand how many customers, new customers or old customers are brought by the data, which will make the promotion more scientific and efficient.

For restaurants, data can also be used to evaluate the effect of group buying: if new customers do not come again after the group buying, it shows that the group buying has no effect on customer growth.

In addition, there are some funny but practical functions. For example, the shopping guide in the clothing store is diligent or lazy. It can be analyzed from the customer's staying time, which can provide a basis for businessmen to assess employees.

"Can your data directly lead to sales?" often asked by anxious investors and retailers.

But I think sales volume is a result, not a guide.

Outside the sales volume, the most important thing of store operation is that the consumers are not much, and the stay time is not long and the conversion rate is good.

A store that sticks to customers can sell naturally.

What makes us happy is that over the past two years, more and more traditional retailers have begun to recognize this concept.

Starting from the first "angel customer" youyoutang children's playground in Nanjing, our probe equipment has been deployed in more than 3000 retail outlets nationwide, and tens of thousands of businesses have been co operated with us, covering women's brands, cosmetics, maternal and child products and automobiles.

In the age of electronic commerce, we will have an illusion that traditional retail seems to be overwhelmed.

In fact, retail sales are still the absolute mainstream of retail sales. In 2013, 90% of the total retail sales in the country still came from 26 trillion.

This means that there is still a blue ocean ahead of us.

As a professional offline retail service enterprise, aiming at such a goal, our more than 20 R & D team will expand the scale around customer demand and data mining.