PROFILING THE LADY SHOPPER 剖析女生购物习惯Raising the bar on customer experience
Men often go to the shops when they are buying for themselves, Women on the other hand shop for everyone in their families from the newborn baby to the grandparents.
Women Shop, Men Buy 女人逛,男人买
Premium Service 优质的服务 Butler service/personal shopper 个人购物
Identify premium customer on entry by name and recommend based on profile
Service extends further to spouse and other family members
Provide other value added services based on tier
Assistance with bulk purchasers 帮助大购者
Product 产品评价 Product reviews
Provide customer with reviews of other customers
Reviews could include details on design, usability, quality and even competitive information
Similar products recommendation To provide customer with
recommendation of other products which complement the item(s) already bought during this trip or even prior trips
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Recognition 图片辨认 Picture/Photo recognition
Ladies love to take photos of fashion they love Locate where clothing on mannequin is located
in store Recommend accessories, e.g. jewelry, watches,
scarves etc Uploading it to our cloud based recognition
system they would be able to identify similar items
They would also be able to see what others who have searched for similar items have bought
Service 二维码服务 Barcode (for more information)
To do a search on availability inventory Available in store or proximity Available for exchange
Book for exchange Check for other customers reviews Check for changes in pricing
To buy now or buy later based on trends
Customer to provide unique ID through barcode enabled identification (National ID or Drivers License) Tie reservations to customer with
expiry (3 days) Pay for your cab ride home
through links with cab company Security ensured for your safe ride
home
Even the Changing Room 改变试衣间
Changing room successes Hardware
RFID detects which items you bring in RFID detects what you have returned and what you have
retained to be purchased Data Analysis
It further detects any other additional or dropped items before you end up at the cashier
It also detects and analyses dwell time Big Data
It identifies behavior that would let you extend your stay in the store
It identifies your purchase behavior based on factors like stay in store or route you take compared with others
Price Drop 跌价通知 By detecting what the shopper has tried,
we inform them once there is a change in price and the available sizes
This push action allows for immediate action and can happen independent of any large sale
Shortlist vs Acquire 挑直到买 To determine what was
shortlisted but not bought, what was picked up and how many were actually bought
Determine whether it’s a person specific, gender specific, age group specific, geographical specific or cultural specific behavior or even economical specific
Travel Pattern 逛街格局 Walking pattern
Determine the flow/direction of travel
Number of footsteps Determine the
number of footsteps taken and time taken
Return or retrace Determine if the same
route is replayed during same visit or subsequent visits
Social Connectivity 社交网络 Ability to share with friends
and family to get their comments on a shortlisted item
They then can in turn post it on any/all social media
Wish list for gifting to be sent to individual, groups or social media
Measure width/depth of penetration Score each user based on
rank Award benefits based on
rank of user
Window/Electronic Displays 零售展示
Effectiveness of displays To measure dwell
time To link one display to
another and see where the shopper is dropped off
Analyse position of display and content with sales of portrayed item(s)
Purchase History 购买记录 Online to offline (O2O 的反方向) Purchase history of shoppers with similar
behavior Determine depth of purchase history to
be shared with friends or even other 3rd parties
Benefits/privileges to be given for sharing with 3rd parties e.g. market research or marketing companies
Single vs Hordes 单于团逛 Do singles buy more or do they buy
more in groups? Who are they with when they buy more? Who are they with when they truly want
to buy something? Is there particular days or times when
they are just browsing?
Identifying Gender 男女之分 What if I told you that
you can tell the gender from something other than visual recognition systems which can often be wrong?
Or how do we separate gender from orientation to judge better on what they need?
The Answer: Let their shopping patterns tell you.
In Stock? 查货 Stock availability
To stock clothing based on what users search for E.g. formal clothes for stores near offices
To hold sales on items that people never search for or to move them to stores which actually move the items
To reposition items based on what shoppers search for, as in complementing items
Loss Prevention 新的防盗方案 Anti Theft / Loss Prevention
Automate changing room item tracking Allow customers to track what they have tried
in the past Analyse what is more popular to be stolen Analyse who likes to steal what Move these items into more visible areas
User Interface 界面
Other connections 其他连借口
Using big data Weather Residence (Own/Rent/Parents) Transportation Education Holidays Proximity to other amenities
What if we can compute all this without actually collecting it?
Simple Equation 简单的等式
Shopper Wants
Shopper Thinks
She Wants
Retailer Profits
Goals 目标 Improve revenue
Improve sales Highest margin
Lower costs Producing what the customer wants/think
they want Using the expensive retail space for what
sells
Profiling the Man – the more focused buyer!
Next Step 下一步
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