Example of Shanghai Women’s Goods Store B Hall (Solution to Improve CRM Relationship)
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| Shanghai Women’s Goods Store B Hall is a women’s fashion store under the Bailian Group, China’s largest retail group. During the full renovation of the museum, an advanced customer relationship management (CRM) system using electronic tag (RFID) technology was introduced. This customer relationship management (CRM) system gathers the essence of technology and experience of many cooperative companies, and adopts one-to-one marketing methods based on personality psychology, which can help department stores improve their ability to attract customers and their sales. , Is generally optimistic about the department stores. In the future, with the continuous development and advancement of this system, it will become an integrated solution from Shanghai to the whole of China, Japan, and even the whole world. | |
| (Summarize and clarify the effect, not only the companies within the Bailian Group, but also want to introduce to other companies in the same industry) |
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■Question. Purpose
In the fierce competition, realize fine customer management.
The city that never sleeps-the huge city Shanghai. There are many beautiful fashion shops and high-end department stores on Huaihai Middle Road, and there is a constant flow of people. The Women’s Fashion Pavilion “Shanghai Women’s Supplies Store” B Pavilion is located in the prime location here.
“Shanghai Women’s Goods Store” is a subsidiary of China’s largest retail group “Bailian Group” and reopened on March 26, 2005 after being renovated. There is 1 basement floor and 4 floors above ground, with a business area of 5,400 square meters, attracting a large number of specialty stores and brands in Japan to set up sales stores here.
In the Chinese circulation market, the sales of clothing mainly women’s clothing in department stores are rising, and large Japanese companies are also rushing to invest in new brands, which has intensified competition.
“Shanghai Women’s Goods Store” B Pavilion is an elegant shopping method that attracts wide attention from customers. In addition, what has attracted much attention from the industry is that it has introduced the first domestic application of electronic tag (RFID) technology together with NEC during the decoration. Customer relationship management (CRM) system.
Careful customer management required in department store operations in the future
The system is currently being carried out in the form of a commercial trial. Fu Minggan, general manager of Hall B of the “Shanghai Women’s Goods Store”, said when talking about their reasons for actively adopting this technology: “In the future, in the operation of department stores, It is very important to carry out meticulous customer management. Because our customer relationship management system uses cutting-edge RFID technology, we can effectively understand the attributes of customers, grasp their preferences and characteristics, and take countermeasures in advance according to customer needs. So this The system is beneficial to both the customer and the store’s operation.”
■System summary
Assemble technology and experience to improve customer service
▲ Plate: The composition of the RFID system
Customer relationship management (CRM) system that can improve customer response and service levels
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The first department store uses the following methods: 1.Issue VIP label 2.Get visit information |
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3.Notify visit information, display recommended product information 4.membership service |
■Prospects for the future
The system will be extended from Shanghai to the whole of China, Japan, and even the world. Customer relationship management (CRM) system that provides integrated solutions.
The customer relationship management (CRM) system has now completed the foundation, and there are great prospects for the utilization and development of the system in the future. In terms of flexible use of the system, the main purpose is to enrich customer service. Starting with the scheduled services, we plan to add other services commonly found in Japanese department stores, such as clothing storage services, moving, rental and delivery services, and personal web pages that display customers’ own information on the KIOSK terminal.
In addition, regarding the future development form of the system itself, it is planned to realize more services, such as notifying the manager and store manager of the information of the customer’s visit to the store, so as to take the appropriate response; to realize the relationship with the customers using the form of mail, Web, etc. Communicate; send PR messages or coupons to customers’ homes or mobile phones. In addition, as the next phase of the system’s development model, from the perspective of department store operations, connection and expansion with major systems such as commodity allocation/inventory management systems, financial systems, and personnel systems are also being planned. NEC and various partner companies will promote the customer relationship management (CRM) solution after productization.
Mr. Shibasaki said: “I hope that from the Bealead Group of the’Shanghai Women’s Goods Store’ to other companies, from Shanghai to China and Japan, this will be more widely promoted.” Regarding the dream of global promotion of this system, Mr. Xuanmoto said: “This system has far-reaching significance starting from Shanghai, which will become the world economic center. I hope this system can be promoted globally in the future.” On the other hand, in the system Mr. Watanabe, who has played an important role in the construction of the company, said: “Consider expanding the data market practiced in the Chinese market together with NEC in the Japanese domestic market.” Mr. Onishi also said, “I hope to develop advanced application software with NEC. To promote the solution.”
Who introduced the system [上海妇女用品商店]Mr. Fu, General Manager of Hall B, said about the promotion of the system: “We will use the latest technology in the future to achieve the improvement of customer management level. Actively summarize the introduction effect of the customer relationship management (CRM) system, in the Bailian Group and even This technology is widely promoted and popularized in the distribution industry.”
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