The first new retail smart POS system landed in Hunan Backgammon

In the summer of 2016, Xinbo Technology assisted BBK Group to launch smart POS in its benchmark shopping mall stores, such as BBK Xianglong Square and Changsha Meixi Xintiandi, and opened a membership system and card voucher system in the shopping mall format to realize inter-system The card coupon linkage, through the associated marketing, regulates the passenger flow in the field.

The on-line store has been operating smoothly for several months. Smart POS is now the most important consumer contact for payment and interaction in the backgammon shopping center. In-field data collection, membership scenarios, and enrichment of member management methods, Unicom's entire marketing system Other aspects will play a vital role, and have also been highly recognized by most merchants.

At present, the proportion of all the shops in the Hualong Plaza store has exceeded two-thirds, and the Meixi Xintiandi is also steadily increasing the proportion of use with merchants. In a well-occupied rental merchant, a single merchant can register more than 10 members per day on average, and make a continuous contribution to further improve the membership base of the BBK Group. The merchants also have excellent results on the basis of using BBK members. In Xiangtan Hualong Plaza, where the membership base is relatively solid, some merchants will have more than 30 daily consumption by BBK members, which fully proves the value of operating member traffic.

As can be seen in the sales data, the proportion of member sales is continuing to grow. At present, in Hualong Plaza, a relatively mature old store, the overall membership consumption is close to 70%, and many of the retail stores account for more than 80% of the members' consumption; in a group of high-price merchants, member consumption accounts for The ratio is more than 95%. This proves that through membership points, marketing, services and other means, the membership charter and policy are covered to the tenant merchants, which has won the unanimous approval of the consumers. It has become a consumer habit to use the membership status to obtain the corresponding rights and services.

At the same time, merchants are fully aware of the positive value of the BBK membership system for their own operations, and will actively encourage consumers to use membership or quickly register members on smart pos; and these member consumption data is also the follow-up big data of BBK. Analysis and consumption of portraits further consolidate the foundation. In terms of membership services, the convenience of automatically receiving electronic parking coupons and automatic lifting of vehicles from the library has also been highly recognized by consumers. At present, more than 10% of vehicles are out of the warehouse in this way. Increased the throughput rate of parking lot vehicles.

Smart POS is the key to improving the competitiveness of commercial operations

The shopping mall format is a format that the retail industry has continued to develop rapidly in recent years. As a commercial body with large volume, multi-mode and compound operation, its one-stop service and super high-level experience have formed a strong passenger flow gathering ability and gradually changed the consumer's lifestyle. In addition to the vigorous expansion of the commercial real estate group, many traditional retail enterprises started from department stores and supermarkets have also begun to develop shopping centers in recent years.

At present, the operation and management mechanism of domestic shopping centers has gradually matured, and unified operation under unified ownership is the absolute mainstream of the moment. The carrier of the shopping center is the real estate property, while the core soul is the commercial operation; the shopping center is an offline physical platform, and the core of its operation lies in the traffic. Therefore, in the shopping center industry, the transition from extensive property management to consumer-centric deep operation has become an industry consensus; while pursuing the differentiation of shopping malls and enhancing the sense of experience, operators are also coming. The more attention is paid to the refined operation of customer-oriented relationship, the continuous exploration and change in customer service innovation, membership system creation, marketing innovation, and omni-channel interaction.

In this context, the operators of the shopping center hope to achieve these goals:

● Ability to develop consumer members quickly and conveniently;

● Be able to better serve consumers and improve consumer satisfaction;

● It can enhance the customer's member value perception and improve the retention rate;

● Efficient marketing and full exploitation of the value of existing member resources;

● Ability to open and share the capabilities and advantages of their own platforms to business partners on the platform to provide better business services;

● It can fully integrate the commercial resources in the field, solve the problem that each business partner is fighting and difficult to form a joint force, and break the loneliness of merchant marketing;

●Accurate and efficient access to terminal consumption data and behavioral data, so as to conduct in-depth research and understanding consumer consumption behaviors and habits, and create and meet the dynamic needs between consumers and merchants.

These are the key points for shopping centers to “take consumers as the core and enhance the platform's operational capabilities”, which will help enterprises to obtain long-term commercial derivative income.

As the core node of offline consumption, the cashier terminal can also play a key role in achieving the above-mentioned goals in the shopping center, helping to achieve refined operations.

Backgammon on-line intelligent POS, integrated management and group resources

Founded in 1995, BBK Commercial Chain Co., Ltd. is committed to growing into a leading business and service operator in China. At present, it has BBK supermarkets, BBK department stores (plaza), BBK cloud monkey network, BBK Real Estate (Xintiandi), BBK Electric City, Taichu catering, Huimiba convenience store and other formats. The stores have been located in provinces and cities such as Hunan, Guizhou, Sichuan, Guizhou, Guangxi and Guizhou, and have become the leaders and regional business leaders of the domestic comprehensive retail group.

Founded in early 2014, Xinbo Technology has strong experience in big data technology, is committed to the development of big data industry and the development of data applications in the industry, and naturally expands into the field of deep learning intelligent applications. At the same time, it continues to deepen the retail industry and is committed to retail. The provision of innovative solutions has successfully provided technical services to well-known retail enterprises such as Guangzhou Zhengjia Group, Hunan Backgamoo Group, COFCO Joy City, Yinli Group, Luolai Home Textile Group, Golden Eagle Trading Group, Tianhong Department Store Group and Longhu Commercial Group.

In 2016, Hunan BBK Group and Xinbo Technology reached a cooperation, and Xinbo Technology provided BBK Group with an intelligent POS product system that fits the Group's business strategy. Xinbo BBK has successively set up its benchmark shopping mall in the backgammon Xianglong Square and Changshamei. Xi Xintiandi and other on-line enabled smart POS.

From the development history of the BBK commercial chain, the shopping mall format belongs to a relatively late, but the fastest growing format in recent years, and has now become an important part of the BBK commercial chain. For the shopping mall format, it is necessary to quickly carry out business development, and to continue to operate healthily. Combining the characteristics of the group and making full use of the Group's advantages, and taking the road of characteristic management and consolidating the leading position in the regional market, it has always been pursued by the BBK commercial chain group. aims.

After more than 20 years of retail value pursuit, exploration and practice, “customer-centric” has become the core business creed of all step by step people, and has also accumulated a huge membership base. And through the continuous integration and optimization of the group's integrated membership system, Yunmao's online trading/service system, and WeChat member service number “Little Step Home”, it has formed a close multi-channel, all-weather way with consumers. The connection and service channels, and the value of the member business is significantly realized in the self-operated system operation of BBK.

In the past model, the internal operations of the leased merchants in the BBK Shopping Center were relatively separated from the BBK. The key values ​​of membership, membership rights (mainly points and coupons), digital marketing, and consumer data access were key. The operation point is relatively out of line; in the consumption scene of the shopping mall rental merchants, the sense of membership is low, and it is difficult to obtain the desired effect in terms of membership stickiness, marketing organization and transformation. The advantages of the group membership are not fully reflected in the shopping mall format.

Moreover, BBK has obtained some external resource support (such as lower billing rate, financial institution-supported marketing activities), etc., and it is difficult to cover the merchants in the shopping center, resulting in inconsistent consumer experience.

At the same time, because of the lack of data on merchant terminal consumption, data-driven operation in shopping centers is difficult to land, and it has become a constraint for BBK Group's big data application.

In this context, intelligent POS is an important part of the intelligent project of step by step promotion as an important node for members, marketing, sales and service systems of the shopping center. Through the intelligent POS project, the loose store management and diversified consumption patterns will be unified into a business theme and information platform to realize the integration (organization, sharing, scheduling) of the group resources.

BBK intelligent POS system overall business objectives

1. Open the membership system

For BBK, the core is to operate the group's customers and build up many years of customer resources as the cornerstone of the performance of the shopping mall stores to operate the entire shopping center.

Backgammon fully integrates all aspects of membership management required by merchants in the smart POS terminal, including member quick registration, member verification identification, member insight, member marketing, and membership services. Consumers can enjoy more convenient and caring services.

2. Co-construction marketing system

As a platform operator, BBK reshapes the overall marketing model of the shopping center according to the platform model, and implants multiple marketing methods in the cashier end of the final stage of consumption to realize the electronic model of marketing.

In the shopping mall format, the main carriers of marketing are points and coupons. In addition to the more conventional consumption, the points in the BBK Smart POS project include points, birthday multi-points, etc., including point credits, points, and points. Coupons include four types of coupons: diversion, invitations, consumer gifts, cross-linking, and cash double coupons. By setting marketing rules, all marketing activities, consumers, shopping centers, and merchants can participate in and achieve mutual benefit.

3. Achieve a consistent sales experience while enabling data collection

In the sales process, the intelligent POS can not only complete the daily business such as sales and return, but also integrate various offline and Internet payment methods, and can collect data in multiple ways, and at the same time realize a better sales service experience.

Payment means:

● Integrate comprehensive payment methods including various Internet methods and stored value cards;

● Merchants only need to apply for the relevant account, they can use the platform to open the full payment method, and enjoy the group's low rate and external marketing resources support;

● Support for the subsequent implantation of new fast payment applications.

data collection:

● Realize sales data collection of merchants through POS direct collection, web page reporting, data connection, etc.

● Mainly through the merchants to complete the collection and reporting of electronic sales data, reducing the work of the operators of the shopping center;

● It is uploaded to the ERP system through the unified processing of the intelligent POS background to meet the requirements of subsequent business analysis.

Service experience:

●Opening through the POS and the parking lot system, the parking ticket can be issued electronically according to the rules of the preset sales time of the parking lot;

● For pre-charged categories (such as fitness centers, beauty salons, cultural and educational structures), merchants can actively send parking vouchers to members within the agreed total delivery time, and the excess is settled by merchants and shopping centers;

● In the process of parking service, the matching data collection between the parking sign and the member is naturally completed, which lays a foundation for the subsequent scene marketing through the parking lot behavior;

Analysis of the implementation plan of intelligent POS project

The intelligent POS is composed of three parts: POS cash register front-end APP, POS management background system and POS hardware.

POS cash register front-end app. As an important contact point for data collection, membership development, sales service, and marketing, the intelligent POS front-end plays an important role in all aspects of store operation and customer operation, and serializes the entire data application scenario.

POS management backend system. Mainly to carry out the application settings of the entire POS application system, including basic main files (store, category, brand, shop) data management, POS application rule setting, front-end equipment management, personnel and authority management, membership rights system setting management, preferential activity management , data interface management, business reporting system, etc. It integrates and integrates with BBK's existing information system (including ERP system, CRM system, payment system, UnionPay, parking lot, WeChat), and fully meets various business management requirements of BBK.

At the same time, the background service system realizes the platform of management and operation through the deployment of the enterprise private cloud model, which reduces IT investment.

POS hardware hardware. Support a variety of POS hardware devices, can be flexibly selected according to the business area and business characteristics of the store:

●The operating system adopts Android, which conforms to common touch operation habits and is convenient for training/use;

● And integrated application security policies on the bottom of Android, resulting in a more secure and controllable environment;

● Front-end application upgrade and subsequent expansion are convenient, just download the dedicated APP in the app store;

● The built-in integration of the device is high and the space is small;

● The hardware equipment is easy to maintain and the operation and maintenance cost is low.

For merchants and consumers in shopping centers, smart POS is a shift in cashier patterns and habits. Smart POS can provide a three-way win-win solution that is shared by members on the site. It also needs matching operating methods and incentive policies to promote the formation of merchants and consumers, and to make the cashier intelligent and membership scenarios more complete. Implement promotion.

In the promotion of smart POS applications of merchants, the principle of merchants' voluntariness was adopted; with the idea of ​​“value leadership, sharing and win-win”, it also achieved very good application and promotion effects.

● Attracting merchants by sharing the Group's large membership system, increasing membership to drive passenger flow and enhancing consumer experience;

● Support business with operational guidance, data analysis, overall linkage marketing, and data-driven deployment of passenger flow;

● Force the merchants with the demands of consumers. Such as consumption points, coupon use, parking coupons, WeChat payment, etc.;

● Establish benchmark merchants to influence and educate merchants with practical application cases.

By using smart POS at the merchant, at this core transaction portal, the merchant system of the shopping center's membership system, service system and marketing system will be implemented, and a consistent trading experience, better marketing effect, and better consumer service will be achieved. The experience brings more concentrated resource management and operational control to the Backgammon Shopping Center.

Consumers can enhance the customer experience. Get innovative payment method support, payment is faster, real-time integration, can be more rich and convenient point application; through the docking with the application of the vehicle yard, to achieve a better customer experience, followed by personalized marketing to meet individual consumer demand.

Merchants can improve their operational capabilities. Enjoy the sharing of the membership system of the shopping center, apply the points, and attract consumers through the points products;

Rich payment methods support, sharing platform's own payment system resources; cross-marketing brings more passenger flow to the store, and improves the success rate through member insights and marketing suggestions.

Shopping centers can increase the utilization of resources. Quickly collect and develop members; improve the controllability of store operations through member flow diversion;

It can collect sales data, consumer behavior, improve the overall store value through analysis and marketing; integrate the marketing resources of merchants, and uniformly push the most appropriate push to consumers through the marketing engine; increase the control to customers by regulating the flow of customers Control; unify the front desk, unify the release of subsequent application innovations, and reduce operating and maintenance costs.

Smart POS extension

As a key node of consumption, intelligent POS, in addition to the application of landing in the BBK project, in the business practice of other projects, also realized the department store business support of department store centralized cashier and counter cashier, providing a richer application scenario; And the implementation of consumer finance is underway. Smart POS will help retail companies to develop more innovative, more sophisticated operations and more positive growth in the new business environment.