Sales growth in traditional retailing: Smart Shop

Traditional retail struggle to break through, and strive to break through, the extension of the line; In each of the enterprises competing with each other, online and offline intertwined, retail war intensified, who can take the lead in laying application scenarios and cultivate user habits, who will seize the opportunity. And IBM, Chi-yan and many other companies have committed to this aspect of research and practice, and has built a number of intelligent shop scenes, and is still constantly exploring and improving.

Take a look at the following shopping scenario: When you pass a store or near it, receive promotional information from the store and a coupon that is common to the line, and this information is exactly what you want. So, you go to the door of the shop, the LED screen outside the door is specially for you to prepare the welcome word, when you go to the shop, video and ring field sound effect also show to your welcome, shop assistants before the two-screen POS is no exception. Almost at the same time, according to your membership level, once shopping and the product you want to predict the current, personalized LCD promotional information or preset recommendations to open, you scan the two-dimensional code or receive the clerk sent you a two-dimensional code MMS to understand the details of the product, that is what you want! Finally, through the mobile end to pay, received coupons are also written off together, efficient and happy to complete the shopping!

This is the shopping process in smart shops that are built using mobile technology, and the application of mobile smart technology gives retailers unlimited possibilities and opportunities to build intelligent stores or new development engines for traditional retailing. The technical implementation of this scenario is no longer a problem in parts of the region and the store becomes a reality. For example, Starbucks coffee in the United States can be identified by the location of the mobile phone, a few minutes of hot coffee will be sent to the hand, Yintai department store to achieve the scene in part of the process, customers use mobile devices can be located through the geographical location to quickly find what they want to buy and complete payment. Intelligent store through the collection of customer information, so that customers in the physical shop has a perfect experience, so that businesses become the heart of the customer's first thought of the object, accurate grasp of customers, improve the turnover rate, while reducing costs, and ultimately achieve sales growth, explained in detail below.

Intelligent Shop through the online virtual space and offline entity seamless docking to promote sales, the line contains PC and mobile end, offline is the entity store. PC-built official mall is the foundation, at the same time, supplemented by the layout of Third-party platform to obtain traffic, and mobile end lbs location information, two-dimensional code application and CRM database is a key tool. PC end and mobile end online to attract consumers, shared the information acquisition, dissemination and sharing and payment functions. For the entity operators, the line under the "double line" does not mean that the line is only online display shop, it to the physical shop as the center of radiation to a certain extent, consumer services or products to the offline experience, all-round commitment from the information interaction to complete the sales link, there are higher requirements. Data show that even in the most developed e-commerce in the United States, the proportion of offline consumption is still as high as 92%, offline capacity of the high and low determines the success of the retail.

Then look at the interactive subject, involving business and consumer interaction, businesses include the front-end and back-end. The front end of the business covers the color of the shop, lighting and other environmental atmosphere, video, audio and other infrastructure and sales personnel directly present in front of the consumer experience factors, both the function of collecting consumer demand, the latter is responsible for data collection and processing, supporting and supporting the front-end, to ensure that the front-end can be timely, accurate, Comprehensively convey information to respond, including customer information management system, intelligent control system, business data analysis system and background control personnel. Merchant front-end is the channel of information dissemination, the back end is the carrier of information processing, and consumers are the receiver and feedback, the application site or the hands of terminal equipment supporting decision-making and participation in shopping.

This real-time interaction beyond the traditional Internet human-computer Interaction mode, can achieve a certain degree of arbitrary. The real-time interactivity can satisfy the user to jump freely between the entity, the traditional internet and the mobile terminal, and become the business closed loop separately. For example, can be in the entity at any time through the mobile end positioning, search, browsing, consulting and interaction, but also can jump to the PC side for rapid commodity and price comparisons and evaluation, and other inquiries, can also be a separate business operation. At the same time, businesses can also quickly detect, match, and respond to product-perceived user behavior.

The outside of the shop flow from two parts: first, the online information is attracted, the customer looked at the on-line information did not directly after the purchase, but to the entity shop experience before deciding; Another source is the call of the hot spot, the entity shop like a base station, by positioning technology, supplemented by mobile end applications or RF technology, To identify customers to reach a certain range of shops, according to the previous shopping data analysis, quickly lock target groups, through SMS or two-dimensional code to push their attention to product or promotional information, attract them into the store. This kind of passenger flow attracts the way, the guest group crawls extremely accurate.

If a customer has ever bought something in a store, the store equipment will record the customer's terminal device and the customer's personal information, when the customer enters the shop, the store wireless equipment by identifies the customer's terminal to judge the customer, or the doorway face recognition system carries on the human face capture to recognize the customer, the judgment that its identity, the expense preference and so on, communicated to shop assistants, shop assistants to start personalized led welcome information, significantly enhance the customer's desire to enter the shop.

The customer enters the moment, through the Frid non-contact Radio frequency Technology application, the full activation shop trigger point, transfers the rear end conduction to the front clerk, the clerk instantly obtains to the customer history purchase record, VIP level, personal preference and so on related information. Depending on the situation, the shop assistant can selectively display personalized welcome words to customers through front-end video and ring sound devices. At the same time, based on the conclusion of the backend data analysis system, the front window, LED display and so on directly to the customer to show their attention or like personalized information, but also according to the membership level calculation of concessions and discounts. This rapid, efficient, proactive approach to visitor management has raised the level of store service, increased customer goodwill and stickiness to the store, and greatly enhanced the customer's memory anchor and stay in the store.

Goods related information in the store is not just a display, customers can interact with the shop assistants through two-screen POS, or through the LCD Man-machine interface, can also through the customer's own mobile phone scan two-dimensional code or receive a clerk to send two-dimensional code information to interact, understand the details of the goods, realize self-service shopping. And when the customer found that the desired things are not the style or size, at this point, customers can be mobile end in the official flagship store to find the size of the product, or staff to recommend the relevant alternative products, customers through the mobile end of the payment, the next can wait at home to order products to the courier. Real-time interactive experience can be more real, more direct response to customer needs, in order to accurately grasp the needs of customers, quickly for customers to recommend a high degree of related products or alternative products, significantly improve customer recognition of superior single products, can lead to on-site sales or online transactions, but also to feedback the new customer needs.

All the behaviors of the customer after entering the shop are tracked by the video and location technology, and the hot zone is analyzed. The customer's walking track and the time of the related area are recorded in detail. By analyzing each customer's walking line in the shop, it plays an important role in the development of the marketing strategy, such as: The time analysis of the customers staying in each area, which area browses the most customers, the hottest area in the shop and the most unpopular area, and which region's products are the hottest. Through the collection and analysis of the above data, enrich the database information, become the new intelligent customer research and promotional strategy basis. According to the research data, the following points can be achieved:

1, the layout of goods display racks, so that customers can enter the shop in the store for a longer time, browse the region more;

2, the layout of goods placed in the seat, the popular products scattered placed to reduce the unpopular areas, so that more products can be customer attention and generate consumption;

3, optimize the line under the promotion strategy, accurate selection and adjust the delivery mode, reduce marketing costs;

4, let the line under the promotional products to drive the general product sales, improve the overall sales.

From outside the shop to the store, customers experience the perfect shopping experience after leaving the store, can quickly spread the store and merchandise information to third parties and receive personalized promotional pull tips. The communication convenience of mobile devices is fully demonstrated, through the use of the enthusiasm of the network audience and network relations, so that commodity information spread and spread like a virus, friends, relatives, colleagues, students can become a communication node, become a new source of virus, is quickly replicated to tens of thousands, or even tens of millions of audiences. Similarly, these objects are extremely accurate, the dissemination of information in the process is monitored, the recipient of information can be collected and used again, as new customer research data, capture more new customers.

Throughout the process, to the customer mobile set to identify push accurate promotional information, customer VIP information identification, customer Mobile area records, customer preferences and other information has become the realization of the mobile end of the direct payment, the recommendation of precision customization, such as some areas or part of the function has been achieved, For real-time and rapid personalized interaction, but also need further efforts, in fact, those committed to the intelligent shop research and construction enterprises are constantly getting new progress, so that customers more simple shopping, so that the growth of business sales easier!

Author Introduction:

Jin Xin, China's leading E-commerce leader, national experts. Zhi Xin and the public (e-commerce direction), Zhi Xin Yu Jie, the founder of cloud mud technology. E-mail: service@ec-serve.cn, Welcome to Exchange.