Analysis of Three Elements of Retail Digitization-People-Goods-Market

Description: From people, it has been expanded into a unique and accessible Uni-ID；; ; From the simple identification of the historical trajectory of buying and selling transactions to the holographic insight into the depth of the volume, relationship and activity of the base plate and high-value customers;

Analysis: Collect user information in full contact, establish a unified user data asset platform, and form a user-centered overview of all business chain information (SLV- single user view), such as the CDP platform of the current process, which can be defined as the user data center.

Description: Starting from commodities, expand digital contacts, customize commodities, services, digital content and so on. , and promote the life cycle management, planning and upgrading of categories and SKUs from the customer's point of view;

Analysis: In the traditional sense, commodities are only single products for sale, and they are not viewed from the perspective of customers. When people's needs are integrated into the concept of arrival, for example, customized goods and services are also a kind of goods.

Description: From stores and shopping malls, it has expanded to marketing, content and service scenarios that can deepen the operation of different customers and improve the link degree of different products. Compared with the traditional physical space, it has stronger linkability, expansibility and development space.

Analysis: From the traditional operation of the physical field to the virtual scene, more concepts that break through the physical space are integrated.

Socially driven interactive community; Member clubs; Customer opinion leader; Use comments; Friends recommend rewards; Group buying, community direct selling.

The movable contact drives the physical contact; Integration of commodity contacts and mobile contacts; The flagship store in the same city is driven by satellite stores; Rapid penetration of online and offline regional expansion; Openness, interactivity and consistency of experience between different contacts.

Cross-complementarity, pull and extension between different departments and functional categories; The drive of flow goods to Maori goods; Self-operated brands complement each other in price segment and function; The attractiveness of services to products.

Customer testing of products; Customization and customer participation in product design; Flexible supply chain to meet customer needs; Product distribution at different time points/regions/consumption levels; Community keyword capture promotes buyer procurement and brand research and development.

Laying and presetting goods and services at different online and offline contacts; Different types of replenishment and last mile differentiation strategy; Introduction and service penetration of eco-partnership service.

Mobile business circle drainage; Actively identify customers through contact points; Professional knowledge and expert advice and guidance; According to the needs of customer groups, physical store location and online contact implantation are carried out; Set up marketing and service scenarios for different customer groups.