PROFILING THE LADY SHOPPER 剖析女生购物习惯Raising the bar on customer experience

Men often go to the shops when they are buying for themselves, Women on the other hand shop for everyone in their families from the newborn baby to the grandparents.

Women Shop, Men Buy 女人逛，男人买

Premium Service 优质的服务 Butler service/personal shopper 个人购物

Identify premium customer on entry by name and recommend based on profile

Service extends further to spouse and other family members

Provide other value added services based on tier

Assistance with bulk purchasers 帮助大购者

Product 产品评价 Product reviews

Provide customer with reviews of other customers

Reviews could include details on design, usability, quality and even competitive information

Similar products recommendation To provide customer with

recommendation of other products which complement the item(s) already bought during this trip or even prior trips

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Recognition 图片辨认 Picture/Photo recognition

Ladies love to take photos of fashion they love Locate where clothing on mannequin is located

in store Recommend accessories, e.g. jewelry, watches,

scarves etc Uploading it to our cloud based recognition

system they would be able to identify similar items

They would also be able to see what others who have searched for similar items have bought

Service 二维码服务 Barcode (for more information)

To do a search on availability inventory Available in store or proximity Available for exchange

Book for exchange Check for other customers reviews Check for changes in pricing

To buy now or buy later based on trends

Customer to provide unique ID through barcode enabled identification (National ID or Drivers License) Tie reservations to customer with

expiry (3 days) Pay for your cab ride home

through links with cab company Security ensured for your safe ride

home

Even the Changing Room 改变试衣间

Changing room successes Hardware

RFID detects which items you bring in RFID detects what you have returned and what you have

retained to be purchased Data Analysis

It further detects any other additional or dropped items before you end up at the cashier

It also detects and analyses dwell time Big Data

It identifies behavior that would let you extend your stay in the store

It identifies your purchase behavior based on factors like stay in store or route you take compared with others

Price Drop 跌价通知 By detecting what the shopper has tried,

we inform them once there is a change in price and the available sizes

This push action allows for immediate action and can happen independent of any large sale

Shortlist vs Acquire 挑直到买 To determine what was

shortlisted but not bought, what was picked up and how many were actually bought

Determine whether it’s a person specific, gender specific, age group specific, geographical specific or cultural specific behavior or even economical specific

Travel Pattern 逛街格局 Walking pattern

Determine the flow/direction of travel

Number of footsteps Determine the

number of footsteps taken and time taken

Return or retrace Determine if the same

route is replayed during same visit or subsequent visits

Social Connectivity 社交网络 Ability to share with friends

and family to get their comments on a shortlisted item

They then can in turn post it on any/all social media

Wish list for gifting to be sent to individual, groups or social media

Measure width/depth of penetration Score each user based on

rank Award benefits based on

rank of user

Window/Electronic Displays 零售展示

Effectiveness of displays To measure dwell

time To link one display to

another and see where the shopper is dropped off

Analyse position of display and content with sales of portrayed item(s)

Purchase History 购买记录 Online to offline (O2O 的反方向） Purchase history of shoppers with similar

behavior Determine depth of purchase history to

be shared with friends or even other 3rd parties

Benefits/privileges to be given for sharing with 3rd parties e.g. market research or marketing companies

Single vs Hordes 单于团逛 Do singles buy more or do they buy

more in groups? Who are they with when they buy more? Who are they with when they truly want

to buy something? Is there particular days or times when

they are just browsing?

Identifying Gender 男女之分 What if I told you that

you can tell the gender from something other than visual recognition systems which can often be wrong?

Or how do we separate gender from orientation to judge better on what they need?

The Answer: Let their shopping patterns tell you.

In Stock? 查货 Stock availability

To stock clothing based on what users search for E.g. formal clothes for stores near offices

To hold sales on items that people never search for or to move them to stores which actually move the items

To reposition items based on what shoppers search for, as in complementing items

Loss Prevention 新的防盗方案 Anti Theft / Loss Prevention

Automate changing room item tracking Allow customers to track what they have tried

in the past Analyse what is more popular to be stolen Analyse who likes to steal what Move these items into more visible areas

User Interface 界面

Other connections 其他连借口

Using big data Weather Residence (Own/Rent/Parents) Transportation Education Holidays Proximity to other amenities

What if we can compute all this without actually collecting it?

Simple Equation 简单的等式

Shopper Wants

Shopper Thinks

She Wants

Retailer Profits

Goals 目标 Improve revenue

Improve sales Highest margin

Lower costs Producing what the customer wants/think

they want Using the expensive retail space for what

sells

Profiling the Man – the more focused buyer!

Next Step 下一步