An insight from a power trader's director: How to do O2O with the business mind

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If the offline retail store as an electric business site, from free WiFi, electronic price tag, shop optimization, shopping pad, to inventory data integration, user ID through, CRM system, micro-credit marketing, and so on, the logic behind the operation is interlinked. A store with O2O ability can be operated by the thinking of the business shop.

Y is a long acquaintance of Qi brother, a director of electrical business, others in the speculation O2O, he was patiently pondering some of the deep logic behind the operation, and finally realized a truth: If the offline retail store as an electric business site, from free WiFi, electronic price tag, shop optimization, shopping guide pad, to inventory data integration , user ID, CRM system, micro-credit marketing, and so on, the operation logic behind it is in fact interlinked. A store with O2O ability can be operated by the thinking of the business shop.

Kiki didn't think it was a plausible idea at first. After all, according to the common People's habitual cognition, this is two different business operation logic. Y said that O2O is essentially a digital upgrade of offline retailing that will run a business target that a consumer website must focus on every day, mapping to offline retail operations, and you can draw conclusions.

For example, what is the relationship between user data analysis related to indoor wifi positioning and business thinking? Y tries to dismantle a key data metric that an electric trader must focus on every day:

1, UV and flow source analysis. On-line operation, UV is mainly used to analyze how many users come to visit, browse the number of pages, so as to accurately determine passenger flow changes. Generally, the quality of stable flow and conversion rate can be roughly calculated sales. Therefore, according to the flow of changes in time to forecast net purchase sales growth, most of the situation is reliable. The abnormal fluctuation of traffic reflects the possible problems and even errors in the marketing behavior of enterprises. By contrast, offline retailing has always been a black box, most of the time, only in the user's credit card to pay the moment, can produce an order data, it on the change of passenger flow perception is more sluggish, can not do real-time feedback.

Internet traffic is more and miscellaneous, especially when the extensive money to buy traffic, it is easy to generate invalid traffic. Typically, the Business-to-consumer Web site will experience a flow quality testing phase to analyze which traffic is accurate and cost-effective.

For the internet giant bat, because they have a lot of traffic data, can even accurately draw the personal Internet map of consumers. Of course, all traces are based on cookies in your browser.

and the traditional ultra due to limited radiation radius, may feel that UV and flow analysis is not so important, but O2O is the actual situation with the project, the future flow of O2O will certainly tend to more and miscellaneous. At the same time, the user's mobile phone Mac-id is actually a cookie in the browser, once with other large data sources combined analysis, offline businesses will also accurately grasp the consumer behavior map, no doubt for precision marketing and personalized services to provide a great help.

In other words, offline retailing should refer to the business logic it is necessary to deploy indoor Wi-Fi positioning technology, analysis and focus on the real-time changes in the user's UV, at the same time to develop and other data sources of cooperation, the flow of sources and consumer characteristics of the capture and analysis, so as to obtain a sample parameters, in order to monitor the real-time operation of the line shop

2, PV, bounce rate and click Path Analysis. PV is a user in the site's browsing depth, but also with the site's own information structure design closely related. The greater the PV number of users on the site, the more often the longer the site stays, the higher the viscosity of the website is to consumers. But at the same time we also need to be with the page bounce rate together to analyze, if in a certain Access Path page analysis, bounce rate is too high, it also shows that users can not find the information they need in a short time to flee.

On-line operation, the page hotspot can reflect the user's attention preference, his every click can be monitored, the key to the operation is to continuously optimize the material and presentation mode, and click Path Analysis is like a shopping decision tree, you can accurately see the user is in which branch node to produce jump or purchase behavior. Throughout the online purchase process, you can use a purchase funnel in the analysis, from "Home → search and classification page → product Details page → shopping cart page → settlement page → final Order submission page", each step on the page of the stay time and bounce rate data need careful analysis.

Corresponding to the offline retail operation, mainly is the dynamic line and layout optimization problem, but the previous almost all rely on artificial experience to judge, very few data analysis support. The current indoor WiFi has been able to 3~5 meter range positioning, can be relatively accurate definition of a hotspot area. With the reasonable deployment of the related indoor WiFi location device in the quotient, it is possible to get a report view similar to GA (Google analytics) in real time, which can be scientifically used in line and layout optimization processing.

3. Conversion rate. Conversion rate is an important indicator of the final operating status of an electric dealer's website, which is basically constant and has little fluctuation in the absence of large scale promotion or large-scale flow import. Once the conversion rate suddenly changed, there must be a problem, so the electric traders are trying to improve the conversion rate every day. The actual conversion rate is influenced by many factors such as promotion design, commodity sequencing, display effect and shopping route optimization.

The former retail shop is unable to analyze the conversion rate, only from the level of the final sales benefits such as the analysis, and the most important in human dimension indicators are ignored. So you can see every shop under the line as a subcategory of online Web site or topic page, in order to compare the amount of visits and purchases, you can set up a similar conversion rate for the store business early warning indicators.

4, new and old user analysis and the old user repurchase rate. The ratio of new and old users reflects the user's loyalty to the website brand and operating goods. Electric dealers generally like through promotional message push, as well as gift cards or discount coupons to enhance the rate of repurchase, is online and offline operation of the same place. However, the electrical business of the old users more sophisticated operations, such as for a certain group or time period, you can launch a number of topics to repay the old users.

Put into the offline retail operation, most of the stores or use the whole field discount way, the lack of targeted sales special design. Generally speaking, the order volume of the offline store will account for 50% of the whole day sales, especially when the closing time is more frequent than the old users, but the retailer lacks the necessary scene recognition and the topic setting to do the coping, also cannot promote the old user's shopping experience.

5, AB Test and fair exposure rate. All of the electric dealer's website will do AB test when it comes to new products or features. Basically through the 5~10% of the user flow, 50% to a page, 50% to B page, and through the user behavior data and conversion rate data analysis to determine the final online which page. If you suddenly find Taobao home page revision, and your company colleagues Taobao home page has not changed, that is the reason.

Exposure testing is mainly to solve the list of commodity logic and sorting problems, especially for the depth of goods and width of the larger platform. A large number of long tail products, because they can not get enough exposure and "completely sunk", often can only depend on the operator's "buy Eye". On the website of the Business-to-consumer, usually give all new products a fair exposure, through the exposure of the conversion and sales data to determine the sales strategy positioning, such as the explosion of goods, the main sales of goods, discounted goods, long tail goods.

Under the line of business operation, the corresponding is the issue of merchandise display, especially the brand window display. Window display can be compared to the home page focus map of the electronic business, the most direct purpose is to "attract attention", its success or failure is undoubtedly very important. In general, the brand more clear how to display, and have a set of their own methods, and retail channel operators are rarely involved in it, that is, can not achieve real-time tuning.

Now, indoor WiFi positioning technology can directly solve specific areas of testability problems. User ID (MAC ID), the time the user enters a specific area, and the time the user leaves a specific area, the analysis of these three data can accurately analyze the user's behavior in the test area.

For a simple example, online Web site operations typically have a focus of 32 rounds, each person's click preferences are different, the electric trader can improve the use of the limited position efficiency. With this mapping to the offline operation, whether according to the user's behavior trajectory, the moving line and layout to make dynamic tuning?

6, the UV and flow source, PV and click Path, node conversion and final conversion rate, new and old user data, promotional operations policies and media delivery data and other five dimensional data superposition analysis. For the electric merchant, the daily military intelligence analysis mainly relies on these five dimensions data to do the analysis and the deduction, and immediately adjusts the next day the strategy and the deployment. This is the Internet real-time updates, small steps to run the tool support.

This in fact also for offline retail provides a train of thought, O2O as an electric business tool, the most important significance is real-time data monitoring and business indicators early warning, and then through rapid tuning, to achieve ping efficiency and turnover of the promotion.

We can make the assumption that online retailing has the ability to think and act on the line, the general manager sits in the office, can see the national store the real-time conversion rate situation, once a certain shop appears the data abnormal fluctuation, he can immediately inform the store's shop length, analyzes the question whether in the commodity placement question, Or you can get a promotional session right away.

At this point, Qi Brother General understand the thinking of Y logic, but for this set of ideas whether feasible or questionable.

So, Y gave Kiki show a few pages of PPT, he is studying a European called Walkbase Company, its positioning is to do "Google Analytics online", mainly for offline retailers to provide user behavior of real-time analysis platform solutions, including London's BMW retail stores, The Finnish capital Helsinki Shopping center Kammppi and so on, all is its customer.

From these two graphs can be seen, walkbase through the indoor WiFi user identification, you can analyze the user's stay time, motion trajectory and other attributes. According to a survey from the UK, a 1% increase in visitor stay time can lead to 1.3% sales growth. At the same time, about 80% of the user's shopping decisions are in store, which means retailers need to have a precise understanding of the customer's behavior and the direction of the passenger flow, in order to maximize sales revenue.

The key point of these two diagrams is that offline marketers can customize their marketing activities in the future by setting the time, cycle, location, content, and links of triggers to achieve a closed loop of marketing and retail experience.

Finally, brother Chi made a small summary. Traditional enterprise transformation of the Internet to play three battles, the first Internet Information campaign, can make your resources and product information can be provided to consumers can serve the Internet products. You need to put your store, every SKU in the store on the Internet, and establish a number and status recognition. I think of the United States network, Wang said, "Dalian, the new business", deeply believe that; second, how the Internet brand to reshape the campaign, that is, how to tell stories on the internet, operating fans; third, the internet and E-commerce reconfiguration back-end commodity supply chain.

From now on, offline O2O is still in the first battle, and has just begun.