How To Play "New Retail" In The Internet Era?

Understanding consumers or users has always been

One of the important topics of management.

In addition to using questionnaires to get consumers' opinions, collecting user and brand interaction through user tracking technology is another common way to understand users.

Next, through interviews with a well-known business platform leader in Hangzhou, I share with you through his past experience, in the new retail era.

Evolution and development of user management.

User management of physical storefront

When the Internet is not yet popular, clothing consumption behavior occurs mostly in physical stores.

The details of pactions are usually passed back to the enterprises through cash registers, and more practitioners know little about consumers.

08 years ago, all the chain store brands were collecting the basic information of users by way of the cashier to judge the age and sex of the users themselves, and manually type the cash register system.

"At that time, we began to develop membership cards in order to get more and more accurate users. This is the most common way for entities to track users at that time."

Liu Ruoyun, a real retailer under the new network of stalls, reflects.

"Although we can link goods and customers to sell through membership cards, but before buying, how do we know which store we are staying at before entering the store and what we have seen?

And so on, it was still blind to us.

Be engaged in

In the past 15 years, Li Yunfei, director of entity investment promotion under the "stalls network" new retail line, admitted that after the membership card began collecting user information, a member management system must be set up at the back end.

After the data collected in the entity store are returned to the enterprise for sorting and pformation, then data analysis can be carried out to gain user insight.

However, from the front end cash register to the backend member system setup, this whole process is very resource consuming.

In fact, it is easy to see that the early entity store membership card mode, if there is no proper planning and executive management to carry out group clustering and precise marketing, then the membership card will only become a store to get the mobile phone number and send the promotional information.

User management in the Internet Age

As the Internet has begun to invade the whole world, more and more websites have sprung up. People's consumption behavior has gradually shifted from physical stores to the Internet.

On the Internet, users must access the website through browsers, and browsers enable websites to record user information through cookie function and track which pages the users have browsed. This also allows users to obtain user information without spending too much effort.

In order to get more user information and more complicated interaction on Web pages, such as: what advertisements the user has clicked, what categories and commodities to see, what content to share, the website analysis tools are born.

Most people are familiar with the most people are using CNZZ and Baidu statistics.

Through the website analysis tool, the website can not only get users' behavior on the website, but also evaluate the benefits of different marketing methods for the website.

After analyzing and interpreting these information, they can become an important basis for improving website performance.

Compared with the physical store, the way to get users' information is relatively easy. The cost, resources and complexity of the website are relatively low. Therefore, the website analysis tool gradually becomes the necessary tool of the website.

User management in the new retail Era

With the vigorous development of the electricity supplier and the reason of the mobile Internet era, after the advent of the first generation of iPhone in 2007, in a short span of several years, people's time shifted rapidly from personal computers to various kinds of mobile devices, and the time spent on using APP was beyond the browser.

However, the rise of APP also improves the complexity of user tracking.

Native APP cannot use cookie to track users, and you must have another embedded code (SDK) to track users.

If the user visits the website with the browser and APP of the mobile device at the same time, the user will be regarded as two different users.

Not only the virtual world is constantly improving, but with the popularity of beacon and the improvement of hardware and software technology, users can capture more and more users.

For example, the "new retail" mode of the stalls net can improve the design of consumers' experience level by capturing offline entities' clothing stores and consumers' consumption behavior.

When users can communicate with enterprises through multiple channels, their behavior will become more complicated.

Ma Yun, the founder of China's retail giant Alibaba, has proposed that there will be no e-commerce in the next 10 or 20 years. Only the new retail business, that is, the evolution of the times, will enable all retail businesses to operate both physical stores and e-commerce.

How to identify the same user from cross channel (entity / network), PC/Mobile and cross platform (Web/APP) is the biggest challenge facing user tracking at present.

In addition, how to integrate the collected data into a user centered information platform and test whether the enterprise can effectively use the collected user information.

Users first, learn to accept "new retail" thinking.

"Users are the first step for enterprises to understand and manage. In the future, it is more important to think about how to effectively use the information collected by user tracking, otherwise it is just a waste of cost and will not bring benefits."

quality

Li Yunfei, founder of the direct supply stall network, stressed.

As mentioned earlier, if it is only for sending information and ordinary offline advertising, it is obviously not.

If you don't seek change, wear it.

Walking the old road will be eliminated in this era.