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1. Project background
With the increasing scale of the consumer market, the content involved is numerous and varied, and the buying behavior of each consumer is very different. Under this circumstance, business operators cannot “follow the feeling” and operate blindly. It is necessary to understand and grasp consumer psychology, consumer motivation, and consumer behavior. Only in this way can we achieve what consumers are anxious about, think about what consumers think, and do everything for the sake of consumers, so that our products can be invincible.
Huiqi Wulian Technology deeply understands the existing business models of supermarkets (shopping malls, supermarkets), from a large number of facts and the phenomena caused by them, from the business behaviors of supermarkets (shopping malls, supermarkets) and consumers’ consumption behaviors. A detailed analysis of each aspect reveals the various problems between the supermarket (shopping malls, supermarkets) marketing and consumer behaviors during the operation of the supermarkets (shopping malls, supermarkets).
Aiming at various problems in the operation of supermarkets, Huiqi IoT Technology combines advanced RFID technology (radio frequency technology) to effectively solve the problems of supermarkets and greatly improve the efficiency of operation.
2.Industry Status
In the domestic business model of supermarkets, it is basically passive marketing. The so-called passive marketing refers to passively waiting for consumers to come to buy. In addition, the personnel and goods of the supermarkets are extremely mobile. For example, some better supermarkets have a daily flow of 20,000 people. Based on the current business model and status quo, it is extremely difficult for supermarkets to understand and control consumer information one by one. Then: the above questions are not clear, we can’t talk about understanding consumers. If we don’t know the specific information of consumers, we don’t even know who our customers are, how do we operate?
3.Project significance
The significance and purpose of this system are:
3.1 Master customer information
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3.2 Increase the sales of supermarkets:
According to Maslow’s needs management: People have five levels of needs: physiological needs-safety needs-emotional home needs-respectful needs-self-realization. This system aims to understand customers and increase the sales of supermarkets, while creating more touches and respect for customers! While customers experience a good shopping environment, customers have a full sense of being respected! Let customers reap spiritual joy while purchasing materials and commodities. Make the whole shopping pleasure and moving.
4.Project Introduction
4.1 Process introduction:
This system mainly uses RFID technology, that is, radio frequency technology, which is used in the establishment of customer files, customer identification, shelf location and identification, shopping cart identification of customers, identification of fixed readers in stores, and WIFI technology transmission , Customer service and sales promotion staff’s handset identification, etc.
4.2 Introduction to RFID:
4.2.1 RFID technology
Radio Frequency Identification (RFID) technology is a non-contact automatic identification technology realized by radio frequency communication. RFID tags have the characteristics of small size, large capacity, long life, and reusability. They can support fast reading and writing, non-visual recognition, mobile recognition, multi-target recognition, positioning and long-term tracking management. It can realize the tracking and information sharing of items on a global scale. .jpg)
4.2.2 The working principle of RFID
The basic principle of radio frequency technology is electromagnetic theory. After the electronic tag enters the magnetic field, it receives the radio frequency signal sent by the reader, and uses the energy obtained by the induced current to send the product information stored in the chip. The reader reads and decodes the information, and then sends it to the central information system for relevant data. deal with. The basic model of the radio frequency identification system is shown in the figure below. The spatial coupling of the radio frequency signal is realized through the coupling element between the electronic tag and the reader; in the coupling channel, according to the time sequence relationship, the energy transfer and the data exchange are realized.
4.2.3 Composition of RFID
RFID readers/readers are also called reading heads. The frequency of the reading head determines the working frequency band of the radio frequency identification system, and its power directly affects the distance of the radio frequency identification. The reading head consists of two parts: software and hardware. The software part includes control software, import software, and solution software; it is responsible for responding to instructions received by the reading head and issuing corresponding action instructions to the label. The hardware part has two basic functional blocks, namely the control system and the high-frequency interface composed of the receiver and the transmitter. The control system usually uses ASIC components and microprocessors to realize its functions. In addition, the read head also has an antenna that emits electromagnetic energy.
5.Project module
5.1 Customer database:
5.1.1 Card Principle
Each customer needs to apply for an RFID membership card, which stores an ID number. The ID number is composed of 24 digits and letters. The combined serial number can be unique in the world; the RFID card uses electromagnetic waves and a reader to perform data Exchange, when the electronic card reaches the reading range of the reader, the reader sends electromagnetic waves to the electronic card, the antenna in the electronic card receives the electromagnetic waves, and the energy activates the chip in the card, and at the same time, the data in the card Send it out; store the customer’s specific information, such as: name, age, gender, occupation, home address, education, income, contact information, email address, point status, shopping details, etc.;
5.1.2 Card making.jpg)
5.2 Tips for Supermarket Entrance:.jpg)
5.3 Supermarket shopping cart:
5.3.1 RFID shopping cart:
Modified from a 4-wheel trolley in a regular supermarket..jpg)
5.3.2 Customer card reading and writing touch screen:.jpg)
5.3.3 Shelf card reader:
5.4 Description of customer walking track
5.4.1 Shelf card database
5.4.2 Records of customers staying on shelves
The customer’s cart is walking in the supermarket, and the server has received the customer’s details, such as:
5.4.3 Walking trajectory
When a customer walks from one shelf to another, the system will describe the customer’s walking route in the opening based on the shelf card read by the cart reader.
5.4.4 Checkout module
When the customer purchases the goods and the cart enters the checkout channel, a fixed reader is installed in the channel, and the reader reads the customer’s membership card.The reader quickly transmits the customer ID number to the server. After checking the customer information, the server immediately transmits the customer’s name to the checkout counter. The checkout staff can kindly call the customer: “Mr. Zhao, hello!” At the same time, the membership card It can be used as a normal loyalty card or discount card. The checkout staff puts the customer’s membership card on the desktop reader of the checkout counter, that is
Can be used as a voucher for discounts. After the customer settles the payment, the checkout desk will immediately upload the customer’s purchase details to the server, and the server will save the purchase details in the customer’s file.
5.4.5 Background analysis
Pass: establish a customer information database-understand the customer’s action track-understand the details of each customer purchase-customer visits and other information. Provide basic data for “customer buying behavior analysis” and provide reliable and powerful data support for decision-makers.
6.Customer Service Module
6.1 Customer Service Staff Service
The customer service staff can wear a PDA (ie handheld terminal), the customer information stored in the PDA is synchronized with the customer information in the server, and can be updated wirelessly in real time. When welcoming guests, the customer service staff can scan the membership card of a certain customer with the PDA. When the customer ID number is read, the PDA will display the customer information, and the customer service can take the initiative to say hello: “Mr. Zhao, hello! Welcome to Come here again! If you have any help, please do not hesitate to say”; or “Miss Li, hello! Thank you for coming to our shop! Welcome to come again next time!”
Customer service staff or active concerns, how is our service? How do we need to improve? This will fully move the customer..jpg)
6.2 Promotion staff service
The promotion wears a PDA (ie handheld terminal). The customer information stored in the PDA is synchronized with the customer information in the server and can be passed through the wireless PDA in real time. Promoters can scan a customer’s membership card with a PDA during promotion. When the customer’s ID number is read, the PDA will display the customer’s information, and the customer service can take the initiative to greet:
Hello, Mr. Zhao! This is our new product! You are welcome to experience! “
7.Marketing module
7.1 Touching customers:
It is also a good marketing model to create emotions for customers and draw closer feelings with customers.
7.2 Active marketing
This module aims to proactively communicate with customers. Based on the customer’s detailed information database, managers can conduct targeted marketing according to the specific needs of a customer. Avoiding blind marketing programs for customers. According to the analysis of the customer information database, customers are classified according to different commodity categories.
According to the classification of customers, different customers are classified and promoted. The promotion method is SMS or email. Because the above customers have repeatedly purchased a certain type of goods, they will definitely have the same demand later. Because customers have such needs, the automatic marketing model will bring higher customer satisfaction without causing customer dissatisfaction. For example, the mode of short-term promotion is: Send a group of short messages to a certain customer group! In the mode of guaranteeing mass posting, it is also necessary to ensure that the customer feels. For example:
Honorable Mr. Zhao Wen! Hello! Carrefour Zhongguancun store: unified fresh orange, fruit orange special promotion, 250mL special price 2.88 yuan/bottle!
Carrefour at low prices every day!
Similarly, supermarkets can analyze and judge the needs of customers in different age groups, different occupations, different residences (proximity), and different economic incomes based on customer information. Carry out the classification, carry on the promotion of the short message or the mail according to different classification.
8.Concluding remarks
Wal-Mart is the world’s largest supermarket chain. Sam Walton, the president of Wal-Mart, once said: Only by taking good care of our customers can we take care of our profits. Sam Walton, the president of the world’s largest company and the richest man in the world: Every day’s job is to greet guests at the gate of the supermarket, help customers put shopping bags in front of the checkout counter, and inspect which customers in the store need help. In his business philosophy, customers are always the first. How to take care of our customers? Serve our customers well? Urgent customer’s urgency! Think what customers think!
This set of solutions is based on the real business model of the supermarket, combined with the first-of-its-kind RFID technology, which can increase your business sales and bring higher customer satisfaction.
Company Name: Beijing Huiqi Tongda IOT Technology Co., Ltd.
Address: Room 303, 3rd Floor, Mingshang Building, No. 55 Suzhou Street, Haidian District, Beijing
Contact number: 010-57035818
Contact: Zhao Wen
Contact number: 13001076144 18663539058
Mail:[email protected]
URL:www.bjwlwkj.com
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