Berlinson: Shopping malls need big data, scene marketing is the focus of

The fine operation of Shopping center is imperative

While online retailing has had a big impact on offline retailing, in the real ratio of retail sales, offline retail accounted for up to 90%, while online retailing accounted for only 10%. Looking to the future, offline retailing is still an important part of retail, because each of us has a physical body, physical convenience and physical experience, both of which support the long-term development of offline retailing. Experience is our physical experience, to eat and drink, life and entertainment services we all need our physics body to experience, and these services on the online we can not personally experience. The typical representative of this kind of pure experience is the shopping center, which will become more and more full of experiential development.

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        refinement operations require consumer-centric big data

        Berlinson that,  a shopping mall's primary core positioning is: It itself is a regional local platform, with the characteristics of the platform. The operation of such a platform must master its user system, trading system and credit system, on the one hand to the data-driven, consumers as the core to do the entire fine operation, on the other hand to continue to try, whether through the app, mobile payment or other new ways to adapt to the consumption of consumer groups now consumption habits.   Bo focused on retail big data and service, success for the good square, Chaoyang City, Golden Eagle Mall, Tianhong department stores and other well-known retail enterprises to provide professional big data services, in this field, the letter cypress always adhere to two soul line: one is data-driven, the second is consumer-centric. Data-driven refers to the fact that every application and environment of the company is driven by data to drive business analysis and marketing. Consumer-centric refers to the point of concern is that the consumer, the construction of the platform is also a consumer-centric platform, each application point is also around the consumer as the core. The mall, which is driven by consumer big data, has refined its operations, where consumer data includes the collection, processing, and integration of consumer basic demographic attributes, behaviors, preferences, social interactions, and data generated at various contact points. Shopping malls shift the mindset of the past from caring for goods to caring where and what consumers are dealing with, so that consumers can be served at every point of contact (full-touch service and marketing), which naturally sells goods.

Shopping mall Big Data focus: Scene Marketing

The difference between the offline shopping center platform and the online platform is that it is multi-touch, scene-based. Scene marketing is the most interesting and easy to understand and verify the key points of the big Data application of the letter Kashiwa Shopping Center, of course, the technical difficulty is also high, need all-contact data collection and get through the integration, through the label processing tools, analysis engine, marketing engine, trigger engine. In the past, the precision marketing is to find the right customer base to push the corresponding information, and the scene marketing is not only to find the right person, but also to find the right time, the right contact environment, the right trigger for him. The basic process of scene marketing is to find the right person, judge the current scene clearly guide the direction, and then through the people and the group decide what kind of content, and then according to his environment with what kind of contact may be effective: is the contact on the phone effective or large screen contact effective, or checkout when the contact point of the POS machine effective?

The use of scenario-based marketing is people-centric big data. For example, in-field hotspots, the system does not know much about a new customer, and the most effective marketing for the new customer is to recommend the most popular goods and services, so that the probability of touching new customers is greatest. But for the system has been recognized by the old customers before, the system can do further consumption guidance or consumption upgrades and consumer switching. What is a consumer upgrade? For example, a customer is prepared to spend 300 or has already consumed 300, the system can be targeted to stimulate the customer (such as the individual issued 500 return to 50 of the return coupons and other actions) to increase the guest unit price, which is based on the model judgment. What is consumer switching? If a person in the field has just finished lunch and is ready to leave, this time the system can intelligently give him a voucher to recommend a coffee or dessert (the system is a push of coffee or a dessert based on the customer's personal preferences to determine the trigger). The scene marketing, is the shopping center marketing must have the means.

        The implementation of scene marketing requires three support: data support, analysis support, contact support. first of all, multi-channel to understand the user, understand the goods, and then through the analysis of mining scenes, customer clustering, and then need to control the contact, so that different customers can be the most suitable for his current contact environment to recommend to him the most suitable goods and services. Data supporting aspects, including data collection, including member information, consumer information, behavioral information, swipe transactions, operator data, and call the bank's own database. After mastering the data of each customer, the system can make a portrait of each customer, and can classify the customers and then refine each guest group. For example, label them, membership level, data model, experience classification, Big data clustering, custom classification. When it comes to shopping malls big data application consumer portrait and customer cluster portrait, usually care about the following data dimensions and tags: first, the basic attributes of the customer, such as gender, income level, age stage, community grade, whether there is a car, whether there is a house. Second, the customer's consumption stratification, such as what the customer likes what brand clothes, what color, what category, how to pay the ability, consumption frequency and so on. Thirdly, the interests of customers, such as customers like to play games, do not see political news and so on. The relationship between the customer and the person is related. The customer's geographic location, such as where the customer's regular activity area is, is a series of data. Contact Support, obvious and easy to see, online retail contacts are single, and offline retail contacts are diversified, customers may be on the mobile phone, SMS, contact the shopping center, but also in the shopping center in the mall through WiFi, smart POS, smart large screen and even artificial services contact the mall, We need a full touch to understand the customer and to interact directly with him.

      compared to previous marketing, Berlinson that shopping mall scene marketing needs to change several main thinking.

     &NBSP, One, the purpose of marketing needs to change. shopping malls before doing marketing activities, its most important to the first to attract customers to their own place, and then through the issuance of coupons, discount coupons and other forms, to facilitate customers to complete the transaction as soon as possible. Now the main appeal of the shopping center should be how to turn customers into their own members, the sale of a hammer into a long-term continuous business, so now shopping malls are more concerned about the activation of the presence of members, as well as repeat the scene to repeat the increase in consumption, so that the value of consumers as far as possible to maximize.

     &NBSP,

Thirdly, the definition of frequency needs to change. in the past, the cyclical activities of holiday-oriented, these time node cycle should be reversed for the consumer group services. For example, if we have a large number of middle-aged female customers in our shopping malls, then the thinking of the mall operator should be to use women's Day to plan a marketing campaign that touches our group. Conversely, if the shopping center of the consumer group is basically a young girl, young girls, planning for women's day activities is not very effective, but for them to plan Valentine's activities, the situation is not the same.

      regardless of what the goal, focus, frequency or marketing approach, in fact, as long as we have a clear data-based to drive every aspect of marketing, all around the consumer to design the entire process, I believe we do things are completely different, the marketing effect will be more optimistic. It will focus on consumers, focus on where consumers interact with that contact with consumers, as the overall solution to the real-time scenario marketing of the Shun Bo shopping mall.

     

Mr. Berlinson's public number: vincent_bailinsen .   
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Berlinson: Shopping malls need big data, scene marketing is the focus of