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小程序開(kāi)發(fā)丨商業(yè)即將進(jìn)入大數(shù)據(jù)時(shí)代，小程序能否撐起智慧零售？
時(shí)間：2019-01-11 11:48:35
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

馬云提出的“新零售”正在席卷中國(guó)，影響著整個(gè)零售業(yè)的生態(tài)鏈。阿里布局新零售，并非只是對(duì)零售業(yè)造成變革和沖擊，其核心在于布局未來(lái)的數(shù)據(jù)爭(zhēng)奪戰(zhàn)，提前通過(guò)新零售從渠道和終端上獲取用戶的大數(shù)據(jù)，建立完整的阿里賬戶體系去鎖定所有用戶的大數(shù)據(jù)。


作為阿里的對(duì)手，騰訊重磅推出小程序，也正在建立起以微信賬戶體系為中心的完整大數(shù)據(jù)生態(tài)，小程序?qū)娞?hào)以及企業(yè)的賦能，更是打通了線上線下以及支付的整個(gè)零售通路，構(gòu)建出屬于騰訊的另一套大數(shù)據(jù)生態(tài)系統(tǒng)。


新零售也可以說(shuō)是智慧零售，本質(zhì)是人和服務(wù)的智慧連接，同時(shí)場(chǎng)無(wú)處不在又觸手可及。就是我們通過(guò)每個(gè)用戶的消費(fèi)行為、購(gòu)物數(shù)據(jù)，然后在恰當(dāng)?shù)臅r(shí)候?yàn)檫@個(gè)用戶提供商品和服務(wù)，通過(guò)這些方式把人與商品、服務(wù)連接起來(lái)。


因此，微信小程序?qū)⑹谴蛲ㄕ麄€(gè)社交營(yíng)銷的后面一環(huán)，用戶只需要通過(guò)二維碼或者是好友間的分享就可以快速成為商家會(huì)員，然后成為微信10億級(jí)月活躍用戶的移動(dòng)購(gòu)買(mǎi)能力之一。


小程序開(kāi)發(fā)丨商業(yè)即將進(jìn)入大數(shù)據(jù)時(shí)代，小程序能否撐起智慧零售？-藝源科技


無(wú)人化智慧零售的集合體


要說(shuō)能體現(xiàn)智慧零售智慧在哪里，那恐怕典型的就是無(wú)人便利店了。曾在17年推出過(guò)“Easy go無(wú)人便利店”就是個(gè)很好的例子，其“RFID+小程序”的組合就讓無(wú)人便利店成為可能，“自動(dòng)收銀、無(wú)人值守”的無(wú)人店。


曾經(jīng)無(wú)人便利店一直是一個(gè)概念。歸結(jié)其原因，無(wú)人店必須具備幾個(gè)要素，其中重要的是缺乏一個(gè)連接線上與線下的連接器。然而小程序的出現(xiàn)，幾乎完美解決了這個(gè)問(wèn)題，小程序就是線上與線下結(jié)合后一道門(mén)的門(mén)卡。用戶掃碼進(jìn)入便利店，手機(jī)就會(huì)自動(dòng)關(guān)聯(lián)Easy go的小程序，整個(gè)消費(fèi)過(guò)程具備快速、便利的特定，小程序無(wú)需下載，用完即走的方式也讓消費(fèi)者進(jìn)一步提升購(gòu)物體驗(yàn)。


場(chǎng)景化互聯(lián)網(wǎng)企業(yè)聚集點(diǎn)


不止是無(wú)人便利店，餐廳、商場(chǎng)等使用頻次高、現(xiàn)金使用廣、人口流動(dòng)大的地點(diǎn)，自然是小程序適合使用的場(chǎng)景。從目前來(lái)看小程序設(shè)計(jì)的初衷是連接線上與線下。但將來(lái)，線上線下的融合模式就是未來(lái)商業(yè)的主流趨勢(shì)，小程序勢(shì)必在其中扮演極其重要的角色。


在場(chǎng)景化的思維方式下，用戶將更注重自身使用體驗(yàn)，產(chǎn)品設(shè)計(jì)也將進(jìn)一步貼合用戶的實(shí)際情況和消費(fèi)習(xí)慣。企業(yè)更應(yīng)利用場(chǎng)景化思維對(duì)快節(jié)奏的生活模式做出不同策略，保持消費(fèi)者對(duì)自身產(chǎn)品或服務(wù)的記憶，才有可能在激烈的市場(chǎng)競(jìng)爭(zhēng)中有所收獲。


不難發(fā)現(xiàn)，場(chǎng)景化思維下的消費(fèi)者更注重個(gè)性化體驗(yàn)，線下消費(fèi)則是消費(fèi)者容易讓消費(fèi)者代入到場(chǎng)景思維模式之中，無(wú)論是營(yíng)銷宣傳還是產(chǎn)品使用，“體驗(yàn)”在場(chǎng)景化思維中是先接觸也是消費(fèi)者關(guān)心的，在場(chǎng)景化思維下消費(fèi)者的消費(fèi)意愿更多是有消費(fèi)場(chǎng)景的體驗(yàn)決定而并非價(jià)格。


數(shù)字化上下融合左右貫通


小程序的推出不僅讓消費(fèi)者可以獲得更好的門(mén)店體驗(yàn)服務(wù)，也解決了線上用戶對(duì)線下門(mén)店的服務(wù)需求。線下門(mén)店也可以通過(guò)小程序帶來(lái)線上流量，消費(fèi)者可以在線上通過(guò)多種入口直達(dá)商家小程序，享受門(mén)店服務(wù)。無(wú)論是物聯(lián)網(wǎng)還是無(wú)人便利店，小程序?qū)τ谏钪悄懿粩嗟奶剿髋c拓展極大程度豐富了我們的生活。


而“用完即走”代表著一種新的消費(fèi)生活方式，用完即走并不是字面意義上的單次使用即可拋棄，其核心是縮短服務(wù)路徑，提高服務(wù)效率。


這一切都離不開(kāi)數(shù)字化時(shí)代背后龐大的數(shù)字經(jīng)濟(jì)，迅速發(fā)展的信息網(wǎng)絡(luò)技術(shù)具有極高的滲透性。并且數(shù)字經(jīng)濟(jì)在很大程度上能杜絕傳統(tǒng)工業(yè)生產(chǎn)對(duì)有形資源、能源的過(guò)度消耗，他的可持續(xù)性遠(yuǎn)遠(yuǎn)大于傳統(tǒng)經(jīng)濟(jì)模式。

小程序開(kāi)發(fā)
標(biāo)簽： 小程序
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