"Why the success Cuiwei activities successfully? Example, this year, four days after the voucher could have 1.2 billion in revenue income." Yi Information Technology Co., Ltd. Beijing Long Qing Song, general manager of introduction, background information technologies play an important role. Compared to other shopping promotions, in 2006 16 to 19 November, Cuiwei Building 9 anniversary of the most important feature of Dianqing promotions, in addition to coupon income received, the cash portion of the profits are also not small. While some shopping centers may launch "Buy 100, get 300," this concession, it might be a while coupon sales promotion sales revenue minus the actual coupons will not have much income a part of, and access through the coupon sales, and no real profit.
Scored by the introduction Cuiwei promotional activities in the set, who participated and who did not participate, this is a very solid data analysis and skills. "They also think that business people, here are some other people do not have the skills." Scored laughs, here's techniques refers to recent research CRM system.
Personalized marketing
Currently, Cuiwei building has attracted 200 000 VIP card members, the overall share turnover has accounted for over 60%. High photosensitive that department must engage in personalized marketing, "even in Beijing, the Gongzhufen and Peony Garden shop on the location and mode of operation is very different, because in different business district."
"We are now truly accessible clearing, settlement without a signature, just say this, you should know how our system of self-confidence." See the current high photosensitive Cuiwei information on the application can be considered satisfactory. Cuiwei application of information technology is almost the growth of benefits associated with long-developed. OA systems in addition to their own development and other key business and management system provided by the chief interest, for example, ERP, supply chain, BI, and later on the line of CRM. In the Song Qing view, use the john Cuiwei CRM system is the few truly complete CRM application. In order to further explore customer information, Cuiwei building, long benefits of technology and trade department of Renmin University conducted jointly CRM (customer relationship management system) research.
This is a knowledge discovery, primarily to discover what aspects of consumer law, especially the key customer. Moreover, you can also tap a variety of promotional activities on customer sensitivity. There are several possible, some customers are sensitive to certain types of activities or some of the media, and on other activities and media is not sensitive. To promote research, long-Yi University of Technology has introduced the Trade Department of the few people master's, doctoral, and with them for this work, it has become a typical subject of the NPC CRM.
For different customers, to carry out diversity marketing, administrative cadres in white-collar workers, students should be treated differently. With this system, further increasing the convenience of data analysis. For example, strengthening the construction of the customer analysis system, for example, to analyze the business year, 100 million consumer records. From mining customer consumption characteristics. Found that the characteristics of brand consumption.
Secondly, customer communication system established. In the past, customers only in stores and shopping malls into contact. Now, even at home can also be by telephone, Internet, SMS can and shopping links. Shopping through these improved marketing.
Thus, the mall management from internal to external integration. From the enterprise to expand to outside the firm. By the management of goods, inventory, customers turned to management. Cui Wei was collected millions of customer information, to ensure smooth marketing difference.
Differences in innovation strategies
Cui Wei Ru, Chairman Mao once said Luan, a difference of how to do business, he was subjected to environmental factors, differentiation, taking into account its own characteristics, and adaptation to the environment of target. In business, the positioning accuracy of the formation of different set of very important factors.
Cuiwei department store is in the normal sense. Operating at the beginning, there was no department stores, but the main operating household appliances. Later, seeing the rise of Gome, feel the difference in operation is not dominant, they reluctantly must sell, do a civilian department stores. As the rapid adjustment to the adjusted results. After 9 years to build, step by step in this prosperous business district, commercial land values in the gold content is gradually improving.
Adjustment which, in 2002 the sales value and profit Cuiwei value is the best, have been adjusted in 2003, and similar among the Beijing Department Store, choose their own position. The positioning on the combination of its shape their own brand, using its own supports. Its sales target is to race with the needs of consumers. Adjustments in 2003 were in the same industry has caused shock Cuiwei beginning mid-range products is the main operating companies play, and his mass consumption of consumer groups is the group, after adjustment, a changing overnight into the avant-garde fashion.
Changes in the business process, consumers are changing, how to differentiate changes in consumer needs an adjustment phase.
After the adjustment phase of the most difficult two months, the degree of consumer recognition of our operators over the performance of our experience, and after two to three months of fine tuning. Cuiwei from the mid-range into the mid-range to upper.
2006 Cuiwei it on a big stage and performed a destructive adjustments in the commodity structure on screen, including adjustments in the environment, damaging them, and the cooperation of suppliers and consumers, to do sustained continuity Cuiwei adjustment. Cuiwei high grade, among the many goods to designer firm with business objectives, business philosophy, which consumer groups continue to do so. The future of department stores will not only open to women, but for the pursuit of quality of life, quality of life of people open.
Information so that we tasted the sweetness of
"Application of information technology can be said that our business with me, I have tasted the sweetness of endless." Luan Ru said that by 9 years of practice, there is information of such advanced tools to help managers with decision-makers how to achieve business goals and business value of an important means of support.
Cooperation with other companies, customer relationship management Cuiwei introduced. From pipe products, pipes finance, management of personnel, management initiative within the control of active things, now to the end of the initiative beyond the control of external things, such as customer relationship selection, development, research, and to judge, to use, this process information system should be a never-ending.
This is being developed by customer relationship management system, allows businesses to adjust quickly to the strong binding of human, financial management, cost efficiency, enabling the major operators to spend more time constantly deny and improve themselves. Guests will just Cuiwei shop, through information systems analysis, computer analysis can out why this person can buy some goods things, why not buy some goods.
"We are doing this, is advanced internationally." Changyi Song Qing, general manager, said because of this, and the cooperation of IBM, the more necessary. For example, in the Cuiwei project construction, the use of the IBM "retail store integration framework" (SIF), Song Qing explained from three aspects to consider, first of all from the perspective of the future, IBM, the new soft-out hardware needs to be made around the SIF, SIF, which guarantees the long-term nature of long-term stability.
Secondly, SIF on behalf of the international advanced level of retail information technology, through actively to introduce technology platform, to achieve the purpose with the international standards.
Finally, the project system is, SIF can be lower maintenance and development costs. In this case, so long benefits to more effectively support customers.
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