Consumer Decision Making Under Big Data Of Yintai Department Store

About Yintai network and Yintai group's O2O strategy, the wind has been constantly heard recently. As an important component of Yintai group's entity retailing, Yintai department is accelerating its shift to the direction of Internet and e-commerce. Intime department store is under the low profile test line member information collection and personalized recommendation, so as to open double line data, achieve precision marketing.

　　 Yintai will lay WIFI in all physical stores.

The direction of Yintai is very clear, that is, identification, location and interaction. Through mobile phone numbers, linking the attributes of shopping online with offline, this is an important part of Yintai department's digital process. Yintai COO Lin Chen introduced to yinbang power network how to use Internet thinking and technology to achieve personalized recommendation.

First of all, unlike the traditional retail and PC end e-commerce precision marketing logic, intime more importantly lock-in communication ID rather than others. This also fundamentally determines the data-forming process of Yintai department store and the binding of mobile terminal equipment.

Under the online operation and the major shopping mall and shopping center that is being built, Yintai will complete the WIFI coverage of the whole site by the end of the year. Users enter the store and turn on the WIFI. Once the communication ID is near the scope of service, the mobile terminal will receive the push message sent by the store. Like the real name registration of the airport, the mobile phone number entered by the user will become an important entry for identification. "As long as the first time you enter a store, you will automatically enter any entity store in Yintai to help users establish WIFI connections."

When the user communication ID is successfully collected, Yintai's partner "percentage technology" will play its role. This is a third party service provider focusing on precision marketing and personalized recommendation. In the database of percentage points, a large number of Internet users' behavior trajectories were collected. Especially in online shopping, percentage points can more accurately grasp users' past consumption records in the whole network and analyze their personal preferences.

Yintai will upload the captured user ID to the percentage data background, while percentage will feed user attributes to the background system of Yintai through data model and algorithm.

And then, Yintai will push all kinds of promotional information, coupons, targeted to the corresponding user's mobile terminals, so as to accurately guide users to complete consumption in physical stores.

According to Lin Chen, Hangzhou West Lake Yintai department store as the first test scenario, under the premise of no notice, there are nearly 30% precise users entering the field after the initiative to search for WIFI, and successfully registered members. In the past, it is unthinkable that people who want to know the flow of physical stores and get the attributes of these users without using the Internet or even mobile Internet. "You can only count the number of people by setting up video. In addition to single function, there is no way to interact with visitors, and can not identify ID. "

　　 Consumer decision making under big data

According to the planning of Yintai, from the end of this year to the beginning of next year, in addition to the laying of WIFI's physical stores, identification and location of visitors, including the purchase of users and VIP users, and the establishment of interactive channels will be the top priority. In addition, in 2014, Yintai also hoped to import catalog information and purchase information into the backstage system to establish user purchase behavior analysis.

"As a traditional retailing, it has been more focused on selling links in the past. In the future, we should not only catch the user's after sales records, but also care about the decision-making path of pre-sale consumption. For example, users like to visit frequently forums and websites are the basis of consumer decision-making. Lin Chen revealed to the billion power network that the two line operation of Yintai will no longer be a single point of contact with consumers like before, but a multi-faceted contact before sale, sale and after sale.

On this basis, Yintai will provide customers with more in-depth services on the basis of personalized and accurate recommendation, which is also the ultimate goal of its statistical visitor behavior.

Lin Chen admitted that, regardless of the past membership system, or now collectively referred to as "visitors", the proportion of VIP customers in physical stores accounts for 3% to 4% of the total. These VIP users basically range from 35 to 45 years old, and the probability of frequent use of smart mobile terminals is still relatively low compared with that of young people. Their demand for WIFI and other network environments is not fully reflected. "When smart phones drop to 1000 yuan level, I believe that in a year, the penetration rate of intelligent terminals will be very high. This can also alleviate the problem of malposition in the depth of service visitors. "

On the other hand, Yintai online has also begun planning some on-site interaction and marketing to stimulate users to take out mobile phones to sign in and activate WIFI. According to percentage point technology COO Zhang Shaofeng, in the future, store tellers can use tablet computers to produce advertisements on mobile terminals through the combination of internal data and external data captured by percentage points. Or when the cash register is paid, the coupon is printed on the back of the bill. "These technologies are already very mature in the use of physical retail in the United States, and what percentage points do is grab the whole network user behavior and calculate preferences, and turn the recommended results from the PC side to the mobile terminal."

　 Break the traditional retail double line boundaries

The effective operation of personalized recommendation under Yintai line is actually the integration of online membership data and offline member data. For most traditional retailers, this is usually a painful process. Traditional enterprises usually play the role of "complacent" decision-makers, it is difficult to decentralization of power to the electricity supplier sector, and open the traditional membership information.

In March of this year, Yintai first made the electric business as a division of the business unit from the group. It can be seen that in the face of the unstoppable momentum of e-commerce, Yintai's exploration of the future business form and business mode will be more daring. Shen Guojun, chairman of Yintai group, said that within the group, the business will be more and more closely integrated with traditional department stores and shopping centers, and strive to apply new technologies to stores in a relatively short period of time, enabling online and offline integration. In the future, Yintai hopes to interact with department stores, shopping centers, electricity suppliers and shopping cards.

"Online and offline resource access is the goal of Yintai, so there is no need to deliberately distinguish the boundaries between e-commerce and traditional retail." Lin Chen said that even if there is no electricity supplier, if there are good technologies to identify consumer attributes and improve the accuracy of marketing, why traditional retail?

"The electricity supplier does not mean that the transaction interface must be on the Internet, and the Internet means is to build a better communication channel with users. It is not necessarily a format to replace another format." Lin Chen admits that the stock market of physical retailing is huge, even though internet giants like Alibaba have not grabbed the retail data below the line.

In the view of percentage point Zhang Feng, the consciousness of transformation under Yintai line is ahead of schedule. In fact, the entire retail industry, including Wanda and Wangfujing department stores, is a potential demand for personalized precision marketing. Relying on big data driven online and offline systems will also be the trend of the traditional retail industry.