What changes in big data bring to retail, how should jewelers use it?

In the previous issues, it was mentioned that big data is a tool. When this tool is used, it can quickly acquire customers. It won't be used, or it's not good, then your business will be difficult year by year, because people use airplane cannons, and your big knife spear practice will not help.

The era we are now in is somewhat similar to the late Qing Dynasty more than a hundred years ago. Because at that time there were two people of different eras at the same time, one was a conservative with a long scorpion, and the other was a dress teenager with a scorpion. They have completely different ideas but live in the same era. Today, in the face of advances in science and technology, there are also two completely different people who live in the same era. One is a conservative who does not adapt to the flow of information, and the other is an information pioneer who conforms to the market.

The comprehensiveness of information is the inevitability of social progress. So what changes will this revolution bring to our business? In this article we will come together to deduct:

The market will be clearer and clearer

If a company wants to expand a new store, it will need market personnel to go to the local area to conduct a week-long or even longer inspection. Then the investigator will make a relatively professional market research report, and finally the company's top management decides whether to settle in.

The above is our past model. The most troublesome problem in the past model is the people who look at the market: how professional ability, whether they are lazy when they are inspected, whether they are strictly conducting on-the-spot investigations, whether they are biased against competitors, or whether they have Feelings, whether you have received bribes from the mall...

Sometimes the market reports given by market personnel are very good. But after actually opening the store, I found that it was not the case. In the end, the market personnel said that the operation will not operate, and the operation said that the planned activities are not strong, and the plan says that the market itself has problems. An endless lawsuit has been hit until the tears are withdrawn.

If you use the idea of ​​big data to conduct market research, then the problem is much simpler and is no longer limited by the professional capabilities of market researchers and other factors. Only need to carry a data collection tool to the intent market, for 24-hour data collection, and the market personnel in addition to coffee to sleep, is to wait for the company's data to report, the local people's spending power, income, the customer's comprehensive age, Passenger flow line... According to the data display, the final decision is whether to settle in, if you choose to settle in, then the market personnel directly look for the person in charge of the mall to start talking about conditions.

In the past, two or three people had to go back and forth at least two times, and the time was at least half a month. They also risked huge market assessments and inaccurate risks. It took huge sums of money to decide whether to open a store. Now one person usually gets it in 3-5 days. The key is that this person does not need to be very professional, and can't do it. It saves money and is accurate, but also fast.

There may be some people who are suspicious of this ability to obtain data. In fact, it is not important to doubt. The important thing is that you have not mastered this technology. Now, the awakening may still be too late.

Product planning, no longer ambiguous

After the address of a new store is determined, in addition to space design and decoration, the key point is the planning of the product, what kind of products are deployed, and how to control the price segment. The product ratio is reasonable. At this time, the goods department has two reference categories, the first one is to match according to the competitor's distribution status, and will be adjusted according to the market sales in the future. The second is to match the experience of other store distribution, saying that the ugly point is based on feeling.

Really planning for goods is not to look at the distribution of competitors, nor to follow previous experience. It is to look at the purchasing power of local consumers. In the past, we were unable to know the consumption power of the market in advance. Generally, a store needs to be opened for more than one or two years to capture a little bit of information ambiguously. Now, with only one day or less, data collection and data analysis, you can grasp the purchasing power of the market and make more scientific product planning. Only when the product planning is completed, the customer can purchase the products of Xinyi after entering the store, and also improve the purchase rate of the store.

The ability to acquire customers will be more and more accurate

In the past, when a new brand entered the market, it needed a full-coverage advertising bombing to let more people know about you. Of course, behind this kind of thing, the money bag is not only big enough, but also full enough. In other words, the cost of obtaining customers is quite high, and the reason for the high is that the advertising is not accurate. The content of this part is actually "80% of your ads are invalid, 80% of the profits are consumed", missed friends can turn over historical articles, here I will briefly explain:

The purpose of advertising is not to let more people see it. Instead, let the people in need see you in time, then your advertisements only need to be continuously delivered to those in need. Traditional advertising is unable to accurately find people with needs, so they have to choose the way to spread the net. But today, with data tools, still using the past, I can only admire your money bag.

Marketing will be diversified

As the data is mined, marketing activities will change as they move. It is no longer a festival, a planning case, but a customer group, a planning case. The same is the holiday marketing, it used to be a theme, a gimmick to conduct activities. Now, we call it a blind sale, indicating that it is a self-defeating activity.

From the perspective of big data, we are digging into customer groups, and then combining different groups to develop different marketing content to associate with them. Then use the screen, or slogan, to drive the emotions to guide the customer to generate purchases. Here are a few examples:

1. The customer base for the 5th anniversary of the next month's wedding anniversary;

Such a common group, their commonality is to celebrate the fifth anniversary, so there is a lot of content associated with this group creation. For example, the woman can say: "The fifth anniversary of the wedding does not buy a diamond ring, there is only one reason." . The use of commonality to guide customers to actively click on the content, which is driven by emotions, creates a strong desire to buy diamond rings.

2. Customers who have bought a car for 3 years;

After buying a car for 3 years, the general car loan is still over. At this time, there is a special sense of relaxation, and I always feel that I have had an unexpected harvest. Because I have repaid for three years, I always feel that this money is not my own. So it is very easy to have a relationship with this group of people and influence them. For example: "The car you like is bought. If you like the diamond ring, if you don't buy it, would you like to drive?"

3. The group of customers who are just preparing to take a wedding photo;

The group that takes wedding photos, the first is the group to be married. Since you are married, the diamond ring is just needed. I usually didn't buy a diamond ring when I took a wedding photo, so I just need to tell them: "With a diamond ring, take a wedding photo, this life is not regrettable!"

Therefore, marketing for the customer group is the inevitable result of big data. It is no longer a rude display of brand slogan, nor is it a confusing phrase "Diamonds are long-lasting, and a eternal rumor". There are different representations for different groups.

Inventory is no longer a headache for you.

Previously in the article, "Where is the new retail new?" What is the impact on your business? There is analysis that new retail will not require inventory. Although we need a process from traditional to new retail, we don’t recommend that you do zero inventory at once. In fact, you can’t do it either. At least, your employees can't sell the goods without stock. Instead, we recommend that everyone plan their own inventory reasonably, and we must start to take a customized route, because the speed of production is now faster, and the speed of logistics is also accelerating. In fact, the necessity of inventory is already shaken.

We can sell and replenish stocks while cultivating how employees can sell their goods without stock. Speaking of how to sell goods without stocks, I would like to say a lot, many friends took a detour, got a lot of patterns, some have a gold version, and some have a silver version. As for why this is not possible, due to limited space, it will not be discussed here, pay attention to our public number, and we will dissect this issue specifically for the next day.

to sum up

1. Big data has been used in our business. Don't think that we are far away from us, and then don't understand clearly. The next person to be eliminated, you have to know.

2. Big data inspecting the market, not only solves the problem of professionalism, but also quickly obtains accurate business data;

3. Under the impetus of big data, product planning will be sorted according to the purchasing power of the local market, instead of referring to peers or feelings;

4. Flexible use of big data, access to effective customer groups, and effective advertising, not only will not form harassment, but highlight the strength of the brand;

5. Marketing will combine big data and carry out different activities for different customers;

6. In stock, find the right method to reduce, and let employees learn how to sell without inventory;

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