What Kind Of "Jiangshan" Did You Join Hands With Alipay'S Word Of Mouth?

Offline business is not short of traffic. What is missing is the ability to operate traffic.

Recently, Beijing Xidan Joy City and Alipay word of mouth announced for the first time, the two sides in the flow of operation of the latest results.

More than a year with Alipay word of mouth cooperation, Xidan Joy City has iterated the "commercial convergence data" platform, forming a new product system.

Among them, the customer perception system is based on WIFI and Bluetooth technology.

The 339 hot spots in the Joy City, more than 3000 Bluetooth, captured about 50000000 consumers in nearly three years, nearly 50 billion of them.

The management team can accurately obtain the floor distribution, the time distribution, the arrival rate of brand stores, and the length of customers' stay in shopping malls, even the pace of customers.

According to the data provided by the operators, as of now, the work of Beijing Xidan Joy City is 6-8 yuan per day, and the daily average passenger flow is 10-12, and the peak passenger flow can reach 210 thousand.

This is the three most realistic sense of touch in online commerce.

"But do we really know them?" said Zhang Can, CTO of Beijing, COFCO land.

The customer data label matrix is unstructured. "What we need to do is to map these fragments into a real person so that we can track, predict, touch, customize, and personalize marketing." Zhang Can and his team defined the project as "commercial fusion data".

Attribute information, behavior information and preference information constitute the application model of three projects.

The former two

It is relatively easy to get a third party organization to provide customer attribute information for Xidan Joy City, such as gender, age and other basic data.

The behavior information comes from the sales system, the CRM system, the O2O service system, the parking lot system and so on.

The Taobao, Tmall, Alipay and ant flower data provided by Alipay word of mouth constitute a new preference information database of Xidan Joy City, which is used to understand customers' behavioral preferences and real needs.

In the view of operators, these three databases are not big data in the usual sense, nor are they small data.

It is a technological innovation driven by customer satisfaction.

Only when business and data are integrated, can the maximum potential energy be exerting.

The shopping center's exploration of "traffic operation" began in 2013.

"In the past, we could only see what happened and understand why these things happen. Now we can predict what will happen in the future." in the future, the business team hopes to make it more intelligent for business management, business services and marketing.

More than a year since the Alipay word of mouth cooperation, Xidan Joy City has iterated.

"Platform, forming a brand new product system.

Among them, the customer perception system is based on WIFI and Bluetooth technology.

The 339 hot spots in the Joy City, more than 3000 Bluetooth, captured about 50000000 consumers in nearly three years, nearly 50 billion of them.

The management team can accurately obtain the floor distribution, the time distribution, the arrival rate of brand stores, and the length of customers' stay in shopping malls, even the pace of customers.

"We know he is here, but we don't know who he is.

For this reason, we have done a customer identification system, "Zhang said in a public speech." the data source of this system includes the external data of the three party companies such as joy city and Alipay word of mouth.

Based on the data insight of these two products, the operators carry out advertising, marketing, and customer experience upgrading and services.

For commercial entities, operational flows will eventually be liquidate.

"Two things are very important. One is the stock flow." Alipay's word of mouth has helped us a lot, such as cross marketing.

The other is incremental passenger flow (pull new), for example, payment is membership.

Just 920 of the past (7 national joint venture activities in Yuecheng city), Alipay word of mouth in Xidan, Beijing, the city has done warm field activities, Alipay trading volume for the first time exceeded 1 million.

The business team referred to the members of Alipay's "payment as members" as "pboundary members".

Two weeks ago, Joy City joined the word of mouth business center, the membership system and

Membership system is open.

When customers use Alipay to settle accounts, his information will exist in the background of the merchant in the form of desensitization labels.

After running for two weeks, the number of cross-border members is 150 thousand, compared with 1000 in the traditional way.

The latest news from Xidan's Joy City has established a credit system based on existing data and Alipay word of mouth data, and intends to be applied to its financial platform. In the future, customers and brand merchants will be included in the virtual social network constructed by Joy City.