Beijing Chaoyang Joy City Intelligent hardware optimization big member closed loop In the Internet age, data assets used to be the most solid wall under the online line of defense: based on the in-depth observation of user behavior by big data, it propped up half the sky of the Internet business model. Therefore, in the new retail era of online and offline integration, the data assets of offline physical business are unprecedentedly important. By the end of 2017, Chaoyang Joy City has used its own passenger flow probe system to collect offline consumer data and consumer preferences, reaching more than 1 million members. For a shopping mall that is an offline traffic portal, how does huge data accumulation become an effective data asset? Sun Hao, director of the Big Data Innovation Department of Chaoyang Joy City, said in an interview that after years of exploration and practice, Chaoyang Joy City first proposed a complete closed-loop concept of big members in the industry, including perception, transformation, activity, and community four. Stages. All four of these links are related to data assets. Record and analyze the consumption behaviors and habits of offline consumers and turn them into data, and then continuously process and utilize the data, mining business value from the data and feeding back consumers, making it a long-term stable asset with competitive value. Chaoyang Joy City member closed-loop concept In particular, the smart POS system put into use this year has easily opened up the channel of “perception-transformation†of members, and realized the rapid conversion of offline consumption behaviors and habits to online big data resources, greatly optimizing the closed-loop of large members. achieve. Chaoyang Joy City On September 16th, 2017, the first 100 stores in the venue were equipped with an intelligent pos system. Consumers can complete online membership registration at the time of payment. The process is greatly simplified. Nearly 40% are cards issued through smart POS. The intelligent POS system not only accesses a variety of current payment, but also can realize the verification of the card coupons of the mainstream group purchase channels. Moreover, it can also continuously upgrade the iterations, access new functions, enhance the customer consumption experience, and facilitate member perception and transformation. . Chaoyang Joy City Smart POS Terminal Data assets back to the member community Database marketing based on membership tags is one of the main means of active promotion of Chaoyang Joy City members. Chaoyang Joy City builds a member consumption label system based on the record of millions of members' consumption records, and defines the member consumption preferences. The attempt of smart hardware has expanded the membership marketing function. For example, in the 7th Anniversary of Chaoyang Joy City, more than 3/4 of the merchants using the smart POS system on the same day accounted for more than 80% of sales. Tang Hao, Assistant Director of Big Data Innovation Department of Chaoyang Joy City, said: “The increase in the amount of simple card is not the ultimate goal of intelligent POS function. It enables consumers to form a closed-loop marketing system of “business card-consumption-point-re-consumptionâ€. It is the goal of a smart POS system." In October 2017, Chaoyang Joy City launched the “Points Evaluating Day†for members. The ratio of 100 points = 1 yuan per week on the second and fifth days of the month is for consumers to directly discount the use of smart POS merchants. The accumulated consumption points on the 7-day arrival date amounted to 116,000 yuan, inciting sales of nearly 600,000 yuan, while the sales of smart POS merchants also showed a sharp increase of 10%. Smart POS system is also very promising in database marketing. Sun Wei introduced that another highlight of the intelligent POS system is the comprehensive integration of multi-dimensional data, making the data more valuable, more convenient to use, and more comprehensive and accurate consumer images. In the future, with the results of big data analysis, Chaoyang Joy City will also carry out the marketing of member clubs such as accurate card voucher marketing and personalized membership rights distribution through intelligent POS. On the other hand, “we can more clearly see the degree of response of different groups of people to marketing, the depth of data such as marketing effectiveness of different brands, and form a benign data roll.†The upgrade of intelligent hardware is only a means, and the rolling value-added of data assets and member assets is the purpose. In the new retail era, how to do offline smart business, Chaoyang Joy City may provide a sample.
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In the new retail era, data assets and smart hardware are extremely important. At this point, the best in the business of business has long been an insight. With the help of smart business system and relying on the complete large-member closed-loop, Beijing Chaoyang Joy City promotes the process of data assetization through intelligent hardware upgrade. This innovative exploration, the current online and offline integration, is of great significance. 
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