Breaking the smart retail, how can companies catch the express of new retail?
Time: 2018-12-18 Author: admin
Before China entered the new retail stage, it had previously experienced the birth of traditional retail, consumer-oriented formation, large retail stage, online retail stage, and e-commerce small profit stage.
In the new retail stage, online and offline integration has been achieved. With the support of big data, cloud computing and 3D technologies, coupled with the increase in consumer demand for personalization. A new retail model that integrates online, offline, and logistics becomes the next step in activating the retail market.
Imagine that Hepburn and Marilyn Monroe walk into a boutique fashion store at the same time, and the store will automatically guide them to pay attention to the items that match their style and taste, so as to walk through a store with different dynamics, and even if the same clothing, in When they read, they will also show different descriptions to suit their different educational levels and concerns.
▲ Make related recommendations based on their different feedback.
At present, 99% of retail stores will provide the two women with exactly the same services, because in the traditional retail market classification, they are similar in age (only 3 years apart), occupation type, career achievement and income scale should be attributed Enter the same group of people, that is, high-income, high-value, high-fashion taste female customers.
However, as we all know, their body shape, personality, educational level, and taste preferences are very different, and they should have completely different clothing shopping experiences.
▲ And this is the development direction of the application of artificial intelligence technology in the future retail experience.
Future trends in new retail
In 2017, the birth of new retail brought a revolution in the scene. At present, the competitive landscape has gradually become clear. In 2018, the first year of smart new retail is ushered in. In such an environment, what changes will occur in the direction of new retail development?
Under the fierce competition environment of the retail market, and under the background of extremely rich products, the development of retail has gradually moved out of the product-centric model and turned to the consumer-centric and traffic-centric development.
New retail needs to better meet consumer demand in terms of content, form and experience, which is the core of current retail operations. At present, retail is first and foremost a business customer, creating distinctive products and services around the business customer.
Precision and Scene Retail
In the fierce competition in the retail market, the key basis for winning the competition is precise positioning, accurately positioning your target consumers, and focusing precisely on the demand scenarios of the target consumers. Without precision, there is no consumer awareness, it is difficult to cause target consumers to treat you.
Any form of retail must first be clear: Who are your target customers? What goods and services can meet the needs of target consumers. On the basis of precise positioning, it is necessary to use effective means to link your target consumers and influence your target consumers.
Social & Community Retail
Retailing is becoming more social, with more social attributes and more social functions. In the Internet environment, community influence has become the main factor affecting consumer purchases.
Focusing on target customers, creating super-life scenes, constructing more IP attributes, creating stickiness through the community, and gradually enlarging customer value can generate larger and more effective communication.
Intelligent retail, unmanned retail
With the gradual maturity of information technology and intelligent technology, artificial intelligence will gradually replace part of the manpower and improve retail efficiency.
Wal-Mart is already experimenting with robotic shelves, which may replace manual loading, inventory, and shelf management. Starting from cost, efficiency, and experience, unmanned retail and self-service retail have become new hotspots in retail innovation and development this year. It may become a major form of retail in the future, or an important form of retail supplement.
The new retail artificial intelligence era is quietly coming
The fourth technological revolution represented by artificial intelligence will become a new engine for the development of the future retail industry. What kind of spark will come out of the combination of the most popular "artificial intelligence" and "new retail" at that time?
Store acquisition change: Face recognition accumulates and stores customer data without feeling
Most stores have been operating for many years, and they ca n’t accumulate many customers in the end. There is no shadow of coming and going. Traditionally, the radius of traditional store services is small, and there is no repurchase rate, which leads to difficulties in store operation. In fact, offline stores are traffic entrances. Get together for offline retail reasons.
Assume that a store enters 100 people a day, and there are nearly 30,000 customers per store (except repeat customers) for 300 days in a year. If a chain company with 10 stores has 300,000 customers, these customers can be collected. They can be in the hands of merchants, and merchants no longer worry about retaining customers. At the same time, they reduce the loss of regular customers due to frequent changes in shopping guides and departures.
Changes in store scenes: shelves become smart terminals, and advertising machines become interactive drainage screens
The hottest unmanned shelves, self-service containers, and unmanned stores in 2017 are the beginning of the transformation of the retail scene. Artificial intelligence allows machines and equipment to respond accordingly with "human-like" wisdom. When artificial intelligence empowers various terminals in the retail industry , The traditional store's equipment has changed the smart terminal, not only to display the goods, but also to automatically inventory the goods, out-of-stock warning and other functions, replacing the phenomenon of long-term dependence of the retail industry.
The way businesses attract customers ’attention has also changed. The original advertising machine is no longer a display, making it an intelligent interactive terminal that gives more interaction and attracts customers’ attention. It can be concluded that in the near future, the traditional store shopping scene will undergo drastic changes.
Experience the change: present the shopping experience of “Thousands of People” to customers
In fact, the offline shopping process is analyzed. The shopping process of each customer who visits the store is roughly “shopping-shopping-shopping-experience-payment-departing”. The corresponding data will be generated in each link, but only by shopping guide Staff, it is difficult to pay attention to the details of each customer, shopping habits and preferences.
With the data revolution, offline merchants can identify and analyze each customer with the help of big data analysis and artificial intelligence's perceptual recognition technology, and finally present customers with a "thousands of faces" shopping experience.
When the user enters the store and identifies the identity of the customer, the advertising screen on the front of the door will display personalized promotional information and exclusive product recommendations based on the customer's portrait, pushing the most suitable and detailed sales plan and products for the customer, so that the customer is facing The products you need can greatly reduce the time to find products in offline scenarios;
When a customer picks up a new product, there is no need to ask the shopping guide, but the attributes and product details of the product appear on the smart shelf, and the customer chooses it automatically ; the shopping cart is also automatically formed at checkout, either by self-checkout or Scan the QR code to pay at the smart cashier.
The core of new retail is to reconstruct the relationship of "people, goods, and market", and use the three relationships to stimulate user interest in goods.
The article mentioned that the changes related to "customers, products, scenarios, and intelligence" are actually reshaping "people, goods, and markets" in the retail industry.
● Provide consumers with a relaxed and intimate consumption experience with smooth human-computer interaction;
● Use accurate data to revolutionize the way businesses operate and adjust the flow of goods;
● Retail retail sites with intelligent sensing terminals. In short, the infinite charm behind the products is created with unprecedented forms, safe and efficient service quality, and better customer data than customers.