New Retailers Call The Internet

< p > "a lot of brand stores do promotions, and a few dozen of them are thought of."

Zhu Zhi said, in fact, customer response is an important basis for store promotion.

A brand can set up two A/B test activities at two storefronts or two different periods, and then identify a more suitable solution according to customer response, and quickly iterate.

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< p > in addition, on the evaluation of the effect of activity, most stores measure the sales volume of a promotion.

But Zhu Zhi believes that the real measure of promotional effectiveness is not how much customers buy, but how many customers they have and how many customers they retain, whether they are new customers or old customers.

Indeed, from the era of "managing commodities" to the era of "managing users".

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< p > < strong > chain stores refer to < /strong > < /p >

< p > this "trick" is especially suitable for chain convenience stores.

If a convenience store opened a new store C near its A store and B store, one of the factors that determine whether it is suitable is whether the store attracts customers who are the old customers in the surrounding shops or belong to the new customers incrementally.

"If customers who frequently appear in this convenience store are old customers of the original A store and B store, then the store's contribution to the surrounding industry circle is not high, and no increment can be considered, so we can consider closing it."

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< p > Zhu Zhi introduced that at present many chain stores mainly refer to sales volume and ask market research company to investigate.

But in fact, many 60%~70% problems investigated by many research companies can be obtained through the analysis of information collected by WiFi, and the sample size is higher.

"But one thing we can't replace is face-to-face interviews with research companies.

So we are also working with some research companies to make the best of each other.

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< p > < strong > evaluation of group buying effect of catering enterprises < /strong > < /p >

< p > Zhu Zhi said that the WiFi solution of sesame technology was originally designed for traditional retailers, but catering companies also saw opportunities.

According to him, some restaurants have begun to try to use WiFi data collected to determine the effect of shops participating in group buying activities.

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< p > "merchants offer discounts to make a group purchase, attracting many people.

Analysis of data, if the people have not come before, that shows that this group buying is bringing new customers, it is a good thing.

But if these people have never been here again, it means that this new activity is also a failure.

Zhu Zhi explained.

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< p > < strong > < a > href= > http:// > www.sjfzxm.com/news/index_c.asp > exhibition > /a > effect monitoring > /strong > /p >

< p > participation in exhibitions is a marketing tool for many retailers. However, as a way of promotion under pure lines, there is almost no accurate statistical method for exhibiting effects.

But in Zhu Zhi's view, once WiFi is detected in exhibitions and retail stores, it can be monitored through intelligent matching to see whether the users at the exhibition have been to the corresponding retail stores.

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< p > < strong > > department store < a href= "http:// www.sjfzxm.com/news/index_c.asp" > shop design < /a > /strong > /p >

< p > compared with brand dealers, the utilization of WiFi in department stores has its special features.

For example, brand operators are more guided by their information and behaviors, while department stores pay special attention to the correlation between brand stores.

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"P >" for example, many customers who visited the A brand shop also went to B brand store, which shows that the two shops are highly correlated.

Some department stores intend to set up A shops on the first floor and store B shops on the third floor. In short, the shops are diverged and set up to drive the flow and activity of the entire shopping mall.

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< p > < strong > chain stores cross passenger flow < /strong > < /p >

< p > for the traditional chain stores, there is another important customer analysis dimension that is "passenger flow cross", that is, whether the users of A shops have ever been to the same brand of B shops.

This monitoring result will also guide retailers' customer management and promotion strategies.

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< p > < strong > connecting line < a href= "http:// www.sjfzxm.com/news/index_c.asp" > Data < /a > /strong > /p >

< p > several cases mentioned above are the data and information technology of offline customers, but another function that can be realized on the basis of WiFi is to get through online data and offline data.

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< p > a typical example is Alibaba's cooperation with offline merchants.

It is understood that a recent attempt by Alibaba is to open up its Amoy data to offline merchants. When customers enter WiFi shops, shops can perceive user information and match their previous online consumption habits.

"For example, when a merchant finds that customers who enter their stores like discounted goods on Taobao, they can know that discount sales promotion is more suitable for themselves."

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