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Customer in-depth operation is an important means for brick-and-mortar retail enterprises to increase efficiency and maintain customer flow. Brick-and-mortar retail enterprises have clear geographic constraints, and their main customers come from surrounding communities.
With the rapid expansion of domestic commercial business area, the business circle of brick-and-mortar stores has shown a certain shrinking trend. The non-membership model that only focuses on products and does not operate customers can no longer adapt to the current social environment and attract and serve a certain range of fixed people around. And fan customers are the basic source of income for brick-and-mortar store operations.
With the popularization of mobile Internet and the application of big data technology, Internet customers and shopping malls are effectively connected. Artificial intelligence and big data can deeply mine customers' attributes and purchasing habits, and achieve accurate push of products and services, which is convenient for customers. Choose the product that suits you, and expand the sales market of the product.
The basis of customer in-depth operation is the discovery and connection of customers. Finding customers and connecting customers with retail enterprises is a major progress in the application of modern information technologies such as wireless networks and mobile terminals in retail informatization.
The relationship between customers and shopping malls no longer occurs only with the purchase activities in the store, but can maintain a real-time connection with the shopping mall through mobile phones at any time, and track and record the consumption behavior of customers when they consume.
The discovery and connection of customers can be realized through the enterprise's self-built channel and third-party channel. The enterprise's self-built customer service channel is the basis for realizing customer in-depth operation. Retail enterprises can develop enterprise WeChat public account and WeChat applet in customer operation. , APP, etc. to establish connections with customers, and arrange promotion tools such as QR codes in the business premises, so that surrounding customers can join the membership management system of the mall through these mobile application software, and convert customers into members.
In terms of external third-party applications, various Internet platforms can become tools for customer conversion. Alipay and WeChat can use the form of payment as a member to convert the payment customer information of the mall into members of the mall; WeChat Moments can be pushed to the members of the mall Small program QR country email list code, allowing surrounding customers to join by identifying the QR code.
Through internal and external simultaneous efforts and member recruitment activities through various channels and activities, the members of the mall will increase rapidly, laying the foundation for in-depth customer operations. On the basis that customers have achieved digital membership through online membership registration, continuous promotion of preferential and promotional activities has become an important measure to promote customer purchases.