In the digital era, many brands and retailers have realized that “consumer-centered” and “data-driven” are the two core weapons for enterprise growth, and have begun to shift from extensive consumer operations to full-channel refined operations based on big data.

Recently, Shence Data officially launched brand retail industry solutions, and the online official website is fully open, to help more brand retail enterprises to build a consumer data platform (CDP), to achieve a closed loop of consumer digital operation.

First, explore the current situation of the industry, insight into the core appeal of brand retail enterprises

Throughout the industry situation, digital operation is an important theme of the digital transformation of brand retail industry, and global operation has become the strategic consensus of its digital operation. In this context, brand retail industry pays special attention to the linkage between public domain and private domain, system and operation coordination, and consumer-centered three major issues.During the implementation of the global operation strategy, the brand retail industry faces challenges in IT infrastructure, data technology and data organization. By studying the best practices of the brand retail industry to cope with the challenges above, Shence Data summed up the three keys to realize the global consumer digital operation:

First, get through public domain and private domain data.

Through global data collection, the id-mapping technology is used to get through online and offline consumer data, public and private consumer data, and build an integrated consumer data center.

Second, develop comprehensive consumer insight.

Based on the whole domain consumer data, establish a comprehensive consumer portrait, flexible configuration of multiple types of labels to support fine operation.

Third, to achieve refined marketing.

Flexibly configure all kinds of marketing tools to interact based on consumer data, and realize the whole process of fine marketing of attracting new, promoting vitality, transformation and loyalty.

2. Build a consumer data Platform (CDP) to create a closed-loop of consumer digital operation

In view of the key business challenges of brand retail enterprises, Shence Data provides targeted scenarios centering on their business objectives such as global recruitment, private activation, global transformation and loyalty promotion, and constructs consumer data platform (CDP) to solve the core demands of brand retail enterprises.Shence Data Foundation platform restores the consumer footprint through the whole domain data access and integration. Shence Analysis cloud through data center and label management, help enterprises to achieve fine operation; Shence marketing cloud helps enterprises achieve full channel accurate access, and complete digital closed-loop operation through real-time data feedback.The following is a detailed introduction of the digital operation plan for the whole range of consumers.

1. Comprehensive innovation: insight into high-value users and accurate channel development

Shence focuses on the business objectives of brand retail enterprises to formulate the delivery strategy, through the all-channel effect evaluation, continuous iteration strategy, to achieve efficient and accurate customer acquisition.Specifically, Shence can help enterprises analyze the behavior of core users, insight into the characteristics of high-value customers, as the basis for precise delivery. At the same time, the whole channel monitoring tracking, in-depth events back, so that every point of investment has a trace to follow. Deeplink deep links to optimize user paths, improve conversion rates, and help brand retailers track channel delivery effects in real time, comprehensively improve ROI, and achieve efficient and accurate customer acquisition.

2. Private domain activation: optimize core experience to achieve full life cycle operation

(1) Optimization of core experience

The magic strategy can help enterprises restore the core transformation process, locate the process breakpoints, and specifically optimize the channel transformation experience, such as how the conversion rate between steps, who is lost in each step, which step affects the overall transformation, how to make strategies for lost users, how to obtain the crowd list, etc., can be well known.

(2) Resource bit operation

Based on the attribution model, the absolute logarithm and proportion distribution of order quantity and GMV brought by different resource bits are mined to evaluate the single contribution of different resource bits and build an indicator system of resource bits operation.

(3) Search optimization

Judge consumer demand through keyword search analysis and timely supplement unmet commodity demand.

(4) Full life cycle operation

To construct the consumer label system combining dynamic and static, and realize the effective contact at each stage of the life cycle.

(5) Thousands of people recommended

Create attractive online touch points through personalized recommendation solutions and continue to interact with consumers.

3. Global transformation: Precision grass planting and mowing to realize the linkage between public and private domains

(1) Precision grass planting and grass cutting

In the 618, Double 11 and other promotion period, how to improve the purchase conversion of interested groups at all stages, and improve the operation efficiency, is the top priority of the brand. Shence data can realize the continuous planting of cross categories, accurately select target groups, personalized marketing reach, and realize the double improvement of performance and activity ROI.

(2) Public domain and private domain linkage

From the private domain consumer’s mental cultivation, enabling the transformation of the whole domain, to the private domain precise recall, to achieve the public domain and private domain business growth linkage.

(3) Coupon operation

Shence Data set up data index system, monitored the operation status of coupon business, and tracked the transformation effect. At the same time, differentiated bond issuance strategies are developed based on consumers’ various preference labels to promote accurate transformation.

4. Loyalty promotion: Optimize the membership system and fission effect to enhance brand loyalty

(1) Optimization of membership system

Shence data helps brand retail enterprises to establish rating, points and rights and interests systems, develop consumer loyalty plans, improve stickiness, and monitor and evaluate the implementation of membership system in real time and optimize iterations in a timely manner through data dashboards.

(2) Optimization of fission effect

Focusing on the business scenario of fission activities, Shence data evaluates the effect of fission activities from two dimensions of fission quality and quantity, and constructs an indicator system. Mining key groups through core indicators, targeted operation to improve reputation.

Three, four core advantages, to help brand retail enterprises win the digital transformation

The brand retail industry solution proposed by Shence Data has the following four core advantages:

1. Universal data access

Shengce provides a full-domain data access solution, which combines the collection capability of multiple data sources to realize the accumulation of full-end data assets, open source 40+ SDK, security compliance, break the black-box phenomenon of data collection, support code buried point, full buried point, visualization full buried point and other ways to meet the collection needs and improve data access efficiency.

2. Unified identification of consumers

The One ID technology of Shentze data, real-time one-to-many ID-mapping, builds a global unified User system, and mature Event-User-item data model, so as to unify data governance standards across departments and businesses and restore the omni-channel footprint of consumers.

3. Comprehensive analysis and insight

Shence supports real-time data analysis and dynamic portrait insight, depicting consumers in 360 degrees.

4. Full channel full contact interaction

The real-time precision marketing triggered by Shence automation realizes automatic traction of key nodes in the consumer life cycle, effective reach covering the whole channel, unified management, flexible and efficient.

Not only the solution, but also the customer

“Tims Coffee has always been very concerned about the construction and operation of the mini app ecosystem. “Working with Shenze Data allows us to take a big step forward in refining our private domain traffic operations. Through multiple analytics models, we can provide insight into precision marketing based on consumers’ profiles and needs to improve user engagement and business revenues.”

— Tims Coffee, a retail customer of Shence Data Brand

Still hesitating, click the link to see the complete brand retail solution and experience the free Demo~

sensorswww.datasink.sensorsdata.cn/t/Per