Intelligent service robots enter shopping malls, with their constantly upgraded interactive and data capabilities, on the one hand, they enable merchants to have stronger consumer service capabilities, on the other hand, they provide consumers with more intelligent and diverse shopping experience, and then link operators, merchants and consumers more effectively.
Recently, a brand new shopping center in Beijing, Daxing Dayue chunfengli shopping center, opened. Here, consumers can not only see the high-tech and high-value robot “welcome group”, but also taste the hand brewed coffee made by the robot “master” on the spot With the advent of the era of intelligence, offline shopping malls are constantly upgrading their new appearance through new technologies such as artificial intelligence, big data and face recognition, and reshaping their pivotal position in new retail and new business.
Shopping malls need meticulous operation
In 2020, novel coronavirus pneumonia caused a sudden downturn in the real economy of restaurants, film industry and shopping mall. Shopping malls are known as an important barometer of the real economy. How much does the epidemic affect people’s offline consumption? How does the passenger flow of shopping malls change in a day? When did offline consumption recover? By analyzing these problems, shopping malls can better understand the consumption habits of consumers, so as to make corresponding adjustments to the operation and management.
During the epidemic, intelligent robots showed their talents. Taking the robot large screen network of cheetah mobile shopping mall as an example, a large-scale network composed of more than 7000 robots covering 32 cities and nearly 1000 shopping malls across the country handed over a “big data heat map” of shopping malls during the epidemic period. From this map, we can not only see the current operation situation of shopping malls, but also reflect the status quo of offline real economy It provides valuable intellectual support for the business operators.
Moreover, these robots can provide 24-hour contactless services for customers instead of manual work, such as soliciting passenger flow, interactive consultation with customers, recommending goods and merchants, etc., and even affect customers’ shopping and consumption decisions. Its face recognition, voice interaction, passenger flow statistics and other technologies can also accumulate a large amount of shopping mall data to help shopping malls carry out scientific management and decision-making.
Experts believe that with the increasingly blurred boundary between online and offline, the role of shopping malls is also more complex. To a certain extent, shopping malls need to integrate the logic of commercial real estate and retail, and undertake the task of reconstructing people, goods, markets and services. Therefore, shopping malls need to accelerate the digital transformation in order to better serve consumers and improve their management level.
The mall is not without effort, from the original self built e-commerce system, retail O2O, to the official account number, the small program, and then to the latest shopping mall with goods, has been actively adapting to the changes of consumers, but the effect is not ideal.
Experts believe that in today’s rapidly changing consumer behavior, shopping malls are in urgent need of refined operation. In the future, the fundamental decision of major shopping malls is the refined operation management of users. This refinement requires the empowerment of new technologies. By infiltrating artificial intelligence, big data, face recognition and other new technologies into the field of commercial retail, it can effectively link the relationship among operators, merchants and consumers, transform passenger flow into members, collect member data information through multiple channels, establish databases, plan interactive, timely, situational, personalized and emotional, and bring benefits to users Surprise scenario intelligent marketing activities, improve the re purchase rate of core customers, so as to improve the overall revenue.
Robot enabled business transformation
Yifangcheng is a landmark commercial complex in Shenzhen, where the cheetah mobile shopping robot plays multiple roles such as shopping guide, information desk, advertising carrier, etc., and becomes the right assistant of shopping mall marketing.
For consumers, robots can provide functions such as finding discounts, new products, and store locations, and can also undertake some services of shopping malls, such as consulting, customer service, and parking. With the emergence of theme consumption, fan economy, grass economy and other consumer groups, the active solicitation, marketing interaction and feedback collection of robots that can put multimedia content will stimulate consumers to realize experiential consumption, thus enhancing the stickiness between consumers and businesses and shopping malls. A consumer said that the inquiry robot avoided the embarrassment of being over promoted by the shopping guide, improved the communication efficiency, and brought a lot of convenience for shopping.
The emergence of robots also opened a new way of thinking for shopping malls. For shopping malls, the interaction between consumers and robots produces a lot of information that is not easy to be digitized by other media. For example, by analyzing the data of the interaction between consumers and robots, we can analyze what brands consumers care about and whether they have the intention to buy. Businesses can upload coupons, marketing activities, store information and other multimedia marketing materials to the robots independently, so that they can share the information Shopping malls and customers know more about businesses. In addition, shopping malls are willing to take on part of the intelligent customer service function by robots, and cooperate with the manual customer service of shopping malls, so as to provide considerate service for consumers with less cost of human intervention. The sales manager of a fashion brand in Xidan Joy City told reporters that as a business, the biggest demand is how to make their information more effectively reach consumers, including the failure to inform customers of new products online, the difficulty in opening new stores and the single promotion form of preferential activities in shopping malls. The emergence of robots solves the problem that the offline scene traffic of shopping malls is separated from the online digital platform. Using offline passenger flow of shopping malls to effectively feed back the online digital platform can guide consumers to use the digital platform of shopping malls in a variety of ways.
Experts believe that for shopping malls, information asymmetry or single promotion channel, online and offline traffic gap and how to maximize the efficiency of shopping malls’ traffic are the problems that need to be solved in the process of data and intelligence. The reason why intelligent service robots come into the field of vision of shopping malls lies in their constantly upgrading interactive and data capabilities. On the one hand, this ability enables merchants to have stronger consumer service ability, on the other hand, it also provides consumers with more intelligent browsing experience, thus effectively linking operators, merchants and consumers.
On site and off-site data fusion
In addition to the data in the mall, the robot network can also generate cross field data of group and matrix brand chain stores. When the density of robots in the field is enough, each shopping mall will become a data island. If the data between the islands is interconnected, it will further bring a more “wise” reference basis for shopping mall operation decision. For example, how about the basic portraits of consumers within the 3-5 km business circle covered by the shopping mall? What is the high frequency service of consumers in a shopping mall nationwide?
At present, many group shopping malls are trying to get through the cross field and cross regional data. Taking the membership system of Longhu group as an example, the construction of its membership platform not only tried to get through different projects, but also opened up different properties, such as dripping with external platforms, Alipay and so on. Through this kind of information data, shopping malls will have a better understanding of on-site merchants and core consumers. On the one hand, the decision-making at the level of operating shopping malls and users will be more targeted. On the other hand, the on-site and off-site data will be further integrated to enhance the value of data.
With the help of mall robot big data, we can not only track the rate of wearing masks and the recovery data of retail passenger flow, but also publish the popularity list of mall brands in various cities. For example, during the outbreak of Xinfadi in Beijing, the robot large screen network of cheetah mobile shopping mall released real-time operation data of shopping malls in Fengtai District, Haidian District and Xicheng District; during the Dragon Boat Festival and Qixi Festival, it released the average passenger flow of shopping malls in national and key cities, passenger flow in different periods, the proportion of customers of different ages, brand hot words and other data, and it was the first time for shopping malls , businesses, governments and industry institutions provide offline retail operations These off-site data not only provide shopping malls and businesses with basic portraits of consumers within their business circle coverage, but also provide government management and industry research institutions with objective industry observation data.
Editor in charge: CC