Large data into a market full channel change pioneer

Wangfujing department store into the whole channel of change, large data use is one of the important link, large data Company "percentage point" turned into a pioneer, to help Wangfujing department store information Transformation, management line under the consumer. Large data applications are being implemented from an abstract concept. Beijing Business newspaper reporter learned that wangfujing department store will via percent of the refined user analysis, precision Commodity management, optimize brand combination. This also provides an effective single product management support for suppliers who will switch to deep joint ventures.

Large data record consumer habits

Consumers at the mall a random walk, leaving a winding line. In the past, shopping malls have never been able to collect data on this line, such as which brand stores the consumer entered and how long they stayed. The collection of these data is now a matter of daily monitoring and recording by a "percentage point" of big data companies.

Wangfujing department Store announced that it will change its cooperation relationship with suppliers in the whole channel Strategic Transition Conference, and the two sides will conduct deep joint ventures. For the deep joint venture, the supplier can obtain the stock management support such as the marketing analysis of Wangfujing department merchandise, the suggestion of goods shelves, the rationalization of positions and the suggestion of goods circulation. At the same time, also in the large data, marketing promotions, on-site management, corporate operations and other aspects of resource sharing.

Wangfujing department Store E-commerce company IT department director Lou Xiao Liang said, Wangfujing department store in the retail field has a deep foundation, but for online user management and offline consumer data acquisition power is relatively weak. Wangfujing department Stores and the percentage point of cooperation, hoping to use the technical support of percentage points to record wangfujing online mall and offline entity store user data, improve consumption conversion rate, more accurate delivery of goods. Percentile marketing vice President Zhang Yifan said, "wangfujing department store large data platform" is the first project of Wangfujing channel Strategic layout, its important significance is to collect and integrate the various channels of goods, users and business data, on the basis of data analysis, mining, modeling and application. Large data acquisition can be carefully carried out consumer status collection, cognitive consumer long-term preferences, through the consumer insights, for Wangfujing department stores to provide the station push, the product advertising site recommendations, online user data transmission.

Get out of the doldrums early

In the face of more and more difficult to deal with consumers, for traditional retail enterprises, the original IT system and architecture is difficult to cope with the needs of the large data age. In the situation that it is difficult to calculate and analyze in real time, it is not efficient for Wangfujing department store to grasp the consumers ' buying habits and recommend the products.

In addition to the troubles caused by the low consumption conversion rate, in the slow growth period of retail business, traditional retailers are looking for a way out of the sluggish performance. In the first half of the year, retail sales of the country's major retail companies fell 10.9% to 0.2% year-on-year, Beijing department store retail sales growth rate fell 8.57% to 5.53%. Zhang fan that, from the consumer before buying behavior, in a series of related shopping behavior to find consumer preferences and needs, according to consumer behavior trajectory marketing, can help enterprises in the slow growth period to find combat effectiveness early.

Previously, Wangfujing department store also carried out consumer data collection, but the information linkage is poor, can not be effectively used. This is not only the problem of Wangfujing department store, most enterprises have the ability of data collection, but the internal data use of enterprises is relatively isolated. According to statistics, enterprises can use less than 15% of the data. It is a value service provided by large data service providers to scour the effective information from massive data. In the percentage point of cooperation in a group purchase site, through a percentage of users to build personalized recommendation application, the group purchase site hits average 19% increase, the lower single rate of 42%, directly below the single rate to increase nearly one times, thus achieving the purpose of improving the recommended effect. It also allows businesses to gain valuable information by mining data rather than simply recording data.

Expand the new profit model

One months ago, the percentage point received a C-round financing of 25 million dollars. In the internet age, the net enthusiasm of the traditional enterprise and the rise of the electric dealer make the company that provides the big data service frequently obtains the capital favor. In the C-round financing conference, Sumeng, Chairman of the group, said that, unlike the traditional it facilities, such as CRM and ERP, large data is a complete set of solutions for acquiring, storing, integrating, analyzing and visualizing the internal and external data of the enterprise, which is not only a marketing tool, It can help enterprises to change and expand new business model and profit model.

In the evolution of consumer trends, WiFi has become the standard of most Beijing shopping malls, which is also the foreshadowing of many traditional retail enterprises O2O change. However, so far there is no enterprise to explore the line below the combination of clear profit model.

However, through the large data optimization of e-commerce sites and physical store consumers insights, it does promote the purchase of transformation, reduce operating costs, improve the overall profitability of the enterprise. This also lets favor big data service provider not only is the traditional retail enterprise, the electric commerce, the automobile, the finance, the brand manufacture enterprise also has borrowed the force Big Data platform, expands more resources and provides the personalized service.