Big Data: Saving A Straw From The Department Stores?

　　 INtime The whole stadium is paved with WIFI.

Yintai is one of the Department Store giants who focused on big data earlier. In order to capture user data, intime department store in 2013 laid a WIFI network in the national stores, and opened up the VIP accounts of offline stores and online. When guests enter the physical store, after the mobile phone connects to WiFi, all the interactive records and preferences of the past and Yintai will be presented in the background.

In addition, by analyzing the electronic ticket, walking route and stay area of the store customers, Yintai can distinguish consumers' shopping preferences, analyze shopping behavior, shopping frequency and category matching. Yintai network can also provide guidance for new store group goods and investment according to different users' data on brand and discount preference.

Finally, through the linkage mechanism of traffic data sharing, we can extract and analyze the consumption preferences of consumers, especially VIP members. Yintai will be able to study and extract the real-time emotional state of consumers in the future, so as to provide suitable customized goods / services, discount or activities, provide emotional care to consumers, and provide personalized services for customers.

　　 Rainbow Hand in hand with Tencent to launch "Rainbow store"

In 2013, Tianhong mall joined the Tencent micro life platform to build a "customized menu" retail micro life service number "Rainbow" pilot on-line. This application is an important channel for Tianhong to create consumer big data, in-depth analysis and research of consumer demand.

"Rainbow" is the first nationwide WeChat service number with "micro life custom menu". According to the customers' shopping demand, Tianhong designs the menu carefully. Consumers can receive personalized information from their interested brands, shop notifications, preferential merchandise information and other personalized information through subscription, and can also enjoy the customized services without interference.

Not only that, the rainbow membership system and micro life system have also been seamlessly butted, except that WeChat customers can receive instant consumption information. They can also bind the store member card to inquire about points and consumption at any time, and achieve "no card shopping".

　　 New world: using VIP data Circle marketing

Apart from analyzing passenger flow, one of the biggest advantages of big data is to carry out precision marketing and reduce the losses caused by blind investment.

In this regard, the new world department store has done a lot of work, focusing on information collection for different customers. For example, the new world will conduct a survey and return visit to consumers every three months, randomly selecting 1000 to 2000 customers, divided into two groups: "consumption within three months" and "no consumption in three months". For the former, the contents of the new world questionnaire will include service evaluation, brand format, adjustment proposal and activity experience. For the latter, the content of the questionnaire is mainly for the reasons for not coming to consumption, what aspects need to be improved and improved.

Secondly, aiming at the active VIP members, the new world department stores launched customized birthday cakes, set up regular auditorium, and organized red wine tasting sessions to enhance the brand loyalty of VIP customers.

Facts have proved that the new world's marketing effect is remarkable. Before the new world VIP sales accounted for 45%-50% of total sales, after recent years of efforts, the figure has reached 65%. Moreover, the new world also distilled Platinum members' gold content on the basis of VIP customers to further subdivide the customers and achieve "circle marketing". The collection and analysis of big data can provide a decision-making basis for the introduction of shopping malls, functional layout and even service upgrading.

Wangfujing: create "Wangfujing big data platform"

The Wangfujing is also unwilling to lag behind in making big data. This year, the Wangfujing department store and the big data technology company have launched the "Wangfujing big data platform". The big data platform will be used to analyze the whole channel operation of commodities, users and business data and commodities.

The "big data platform of Wangfujing" will be divided into three phases. The first phase of the project is to build big data platform, collect and open the data of the front and rear ends of the online shopping mall, build self flow and business analysis models, and produce typical business report applications; the second, third phase will focus on the analysis of all channel members and commodity data.

In this process, 100 percent will help Wangfujing to analyze and browse the online users' browsing and purchasing behavior, so as to form real-time commodity personalized recommendation Huarun shopping information push. For example, there is a recommended area beside the list of stores on the Wangfujing line. At a certain time, clicking or buying more goods will recommend a clear location according to the consumption hits.