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皇城国际|奢侈品牌利用新科技了解顾客

-atourbusisdepositing 50 orsopassengersonthepavementnexttothegrandsmagasins-Paris’sfableddepartmentstores, Galeries Lafayette and Printemps .巴黎传说中的百货店——的爷爷百货店(Galeries Lafayette )和巴黎春天(Printemps )旁边停着旅行巴士,约有50名乘客下车。 As they stream into the stores,anybrandwouldlovetoknowwhotheyareandwhatmakesthemnoticeoneproductoveranother .他们一进入百货公司,所有的胸罩anewbatchoffrenchentrepreneursishopingtomakethatdreamarealityforluxuryhouses .一些法国企业家期待着为奢侈品商家打造这个梦想。 tech start-upsandluxuryretailconsultantssaytopbrandsacrosstheluxurysectorarequietlypushingtobringtheadvantagesofthewebintothews 科技创业企业和奢侈品零售顾问说,在奢侈品行业,各大品牌安静地将互联网的优点应用于零售店。

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parisiangrandsmagasinsandflagshipstoresonthechamps -Lyseshavebeentestingsmartphonefrequencydetectorsandconnectedmerchandity ss ngdatafromshoppersassoonastheyapproachtheirretailstore-muchlikeonlineretailershaveforyearsusedcoore planted in web browsers .巴黎的正在尝试智能手机的频率检测装置和联系商品的展示技术,从顾客进入商店时开始,收集了在线零售商多年来用于嵌入浏览器的Cookie (小型文本文件)这样的信息。 suchcustomerintelligencecouldbethekeytounderstandingwhyaparticularshoppergetsbackonthebuswithaparcelfromgucciratherthanlouisv u 这样的顾客信息很重要,有助于某个顾客回到巴士上时为什么有古奇包装袋而不是路易威登(Louis Vuitton )的袋子,或者无视。 andgivesbrandsanedgeinafiercelycompetitiveluxurysector .控制了这种信息,品牌商可以在竞争激烈的奢侈品行业中占有优势。

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alotofbrandswanttobreakdownthebarriersbetweentheirdigitalandphysicalpresence,says Clmence Dehaene, co-founderofretaiiin astart-upthatintegratesmotionsensors,screens,andotherhigh-techelementsinluxuryretaildisplays .许多品牌Retail Digital 2.0的创始人克莱门斯德安娜回答说,这家创业企业把动作传感器、屏幕和其他高科技元素带入了奢侈品零售展示。 thestart-up’sinteractiveretailstands-whichavebeenusedforfragrancesbydiorandarmani-usemotion-activated screen t the products ts e retail stand使用运动传感器屏幕向顾客说明他们获得的商品,运动传感器将顾客与机器交互产生的信息反馈给商家。 motionsensorsfeeddataaboutthecustomers’interactionbacktothebrand .迪奥(Dior )和阿曼尼(Armani )已经用他们的柜台展示了香水。

msdehaenesaysmetricslikethesecouldrevolutionisethecraftofmerchandising, allowingretailerstomodifyineffectivedisplayswithoutwaitingtoregisteradropinsales .戴安娜可能不会根据这些测量技术彻底改变商品陈列的技巧,但零售业ifabrandmanagestomixtheefficiencyofdigitalwiththeemotionalaspectofaphysicalstorethentheyhavearealcardtoplay,she says .她说。 Another start-up,Retency, providesretailerswithantennasthatdetecttheuniquefrequenciesofindividualsmartphones .另一家thefirmcanusetheseantennastotrackacustos ailstoreandeventoidentifythemonfuturevisitsassoonastheywalles through the door .企业使用这些天线跟踪顾客在零售店的行为轨迹,下次出门时也让他们onefrenchleaderinluxuryleathergoodsrecentlyusedthetechnologytotrackallthepeoplewhopassedtheirwindowdisplayatoneofparis’SDE eir 德最近在巴黎百货商店使用这项技术跟踪所有经过他们橱窗前的人。

thebranddidnotwanttobenamedasitcouldbeperceivedbysomeshoppersasintrudingontheirprivacy .这个品牌想泄露自己的名字。 因为有些消费者可能会指出这侵犯了他们的隐私。 thesmartphonefrequencydetectorsenabledthebrandtoestimatetheproportionofpeoplewhoenteredthedepartmentstoreafterseeeingthedispla makingapurchasefromtheirbrand’spoint-of-sale .利用手机频率检测器,估计他们橱窗陈列后有多少顾客进店,最后在这家商店买的人有多少luxurybrandshavealotofinformationabouttheirclients-boththroughcookiesgatheredduringonlineshoppingandinformationcollectedat ist -先生回答说(通过收集顾客在网上购物时产生的Cookie及其注册信息)高级品牌可以控制顾客的大量信息。

but don’tmaketheconnection [ betweenashopperandtheircustomerprofile ] until check out,says Isabelle Bordry, co-fordry it’sessentialforphysicalretailerstohaveaccesstothesameinformationastheywouldonline .对实体零售商来说,如网上那样取得顾客信息othercompaniescantrackvisitorsanonymouslyusingtheuniquefingerprintemittedbysmartphones, butmsbordry’sretailambitionsgomment retencyclaimsitcanidentifythesmartphonesofshopperswhomakeapurchasebycross-referencingsales smartphoss quency antennas.ret ency声称,使用从智能手机频率天线获取的数据,根据交叉参考的销售记录,可以识别销售东西的顾客的手机。 butfrenchregulationsrequireauthorisationfromcustomersforbrandstousethisde-Anonymiseddata .但是,根据法国法规,品牌从业者需要这些电子邮件msbordrysaysretencyisworkingwithstorestogetthispermissionincludedintheagreementsforstoreloyaltyprogrammes .博尔德响应, ret ency for customers with a loyalty card是brandscouldknowaboutshoppers’presenceassoonastheirsmartphoneisdetectedinanyofthebrand’ thetechnologygivesbrandsfeedbackontheirretailefforts,andhelpsthemfine-tunepromotionsinreal-time .该技术将营销措施的效果对系统 msbordrysayslargescreensinstorescouldsoonbeprogrammedtomatchshoppers’known preferences .博尔德快速编程店铺大屏幕,以满足购买者的未知喜好thescreenscouldevenadapttotheinterestsoffirst-timevisito皇城国际rstoastorewithoutidentifyingthem, basedonthetimetheyspendindifferentdepartmentsorlookingataparticularproduct (astrackedbyretency’s antennas ) .不同消费者地区不同或有网页的商品的时间(用Retency天线追踪),在消费者第一次进店时也能满足他们的兴趣,需要识别他们。 thetechnologywillbeinstoresbydecember,she says .博尔德利计划在12月将这项技术投入店铺。

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whilesuchtoolscouldimprovetheretailexperienceforcustomersaswellasbrands,thereluctanceofretency’sluxuryclientstobeidentified is telling认为这样的工具可以提高顾客和品牌的零售体验,但深感Retency的奢侈品顾客不想被认识。 giventhatthesectordependsondiscretion .在这个行业中重要的是要看客户的感受。 clientsmaybeuncomfortableaboutsuchaggressiveuseoftheirpersonaldata .的客户可能不会因为过度使用个人信息而感到烦恼。

id on’tmindwhenasalespersoncontactsmepersonallyfromthestoreswherei’MA客户端, but that’sbecauseigavethemmyinformation says adrienne JosePH,Acustomeratthelvmh-owneddepartmentstorele bon March. LVMH百货公司的好生意不良。 butifaretailerwerecollectingdataaboutherbehaviourwithoutherknowingit? I would really not like that,she says .如果商家不告诉她就收集关于她的销售不道德的信息呢? 她说:我其实不讨厌那样。

whileshehasacceptedthatonlineretailersmaycollectalotofinformationabouther, shesaysshewouldmissthefeelingofanonymityshehaswhenshegoesintoadepartmentstore .她否认网上零售商有可能收集她的大量信息,但她在百货商店therespectofprivacyisakeyaspectoftheluxurybusiness,says George-Edouard Dias,皇家(l’oral )前高级管理层乔治爱德华迪亚斯。 aform erl’oralexecutivewhosestart-up,QuantStreams, workswithluxurybrandsonmanagingdataandcustomerrelationships ifcustomersreceivetoomanymessagesfromastore,orthemessagesbecometoos theymayfeellikeabrandhasbeenspyingonthem,he says .如果顾客太多地接收商家发送的信息,或者这些信息的目标性太准确,品牌可能依然在监视他们brandswillalsoneedtobecarefulnottomisinterprettheinformationprovidedbynewtechnologies .每个品牌都必须注意不要误解用新技术收集的信息smartphonefrequencydetectorsandconnecteddisplayscouldidentifythatonepointinthestoreisahotspotwheretraffictendstohalt .智能手机周heclientslikethedisplay,orbecausetheyarelostandconfused,says Mr Dias .迪亚斯说:“这可能是因为顾客讨厌在那里展示的商品,也可能是因为讨厌某个商品。 thereisalotofroomforerrorintheinterpretation .在理解上有相当大的误解空间。

brandsshouldalsobewareofmisusinginformationonpreviousspendingtodividecustomersintotherichandthepoor,said Paul Duffour, aluxuryretailconsultantwithemadnetwork.mad network奢侈品零售顾问保罗杜福尔回答说,各品牌也不要根据消费记录,错误地将顾客区分为有钱人和穷人theluxurybusinesshashistoricallyunderstoodthatasmallcustomerwillgrowintoabigone .奢侈品行业一直说小顾客可以茁壮成为大顾客。:。

本文来源:皇城国际-www.sunfitlotion.com