Security Big Data Application in Supermarket Retail

The 21st century has not been the purely digital media era before. Some commercial giants have been quietly using "big data" technology for many years, using big data to drive marketing, drive cost control, drive product and service innovation, and drive management. And the innovation of decision-making has been for many years. Big data contains various information about the operations of enterprises. If they can be timely and effectively collated and analyzed, they can effectively help companies make business decisions and bring them significant value-added benefits.

I. The Business Value of Big Data

(A) Segmentation to customer groups

"Big data" can be subdivided into groups of customers, and then each group can be tailored to take unique actions. Targeting specific customer groups for marketing and service is a business pursuit. Cloud storage of massive amounts of data and "big data" analysis technologies make it possible for consumers to have real-time and extreme segmentation that is highly cost-effective.

(B) Simulated Reality

Use “big data” to simulate reality, discover new requirements and increase the return on investment. More and more products are now equipped with sensors, and the popularity of automobiles and smartphones has made it possible to collect data to show explosive growth. Social networks such as blogs, Twitter, Facebook, and Weibo are also generating vast amounts of data.

Cloud computing and "big data" analysis technologies allow businesses to store and analyze these data in real-time, along with transactional data, in a cost-effective manner. The transaction process, product usage, and human behavior can all be digitized. "Big data" technology can integrate these data for data mining, so that in some cases through the model simulation to determine the different types of variables (such as different regions in different promotional programs) in the case of the highest return on investment.

(III) Improving the rate of return on investment

Improve the sharing of “big data” achievements among relevant departments and increase the investment return rate of the entire management chain and industrial chain. "Big data" capable departments can share the achievements of "big data" with departments with weak "big data" capabilities through cloud computing, the Internet, and internal search engines to help them use "big data" to create business value.

(4) Rental of data storage space

Companies and individuals have the need for massive information storage. Only by properly storing data can they further tap into their potential value. Specifically, this business model can be further subdivided into two categories: personal file storage and enterprise users. Primarily through an easy-to-use API, users can conveniently place various data objects in the cloud and then use the same amount of water and electricity as their usage. At present, several companies have launched corresponding services, such as Amazon, NetEase and Nokia. Operators have also launched corresponding services, such as China Mobile's cloud business.

(V) Manage customer relationships

The purpose of the customer management application is to deeply analyze customers and understand customers from different perspectives according to their attributes (including natural attributes and behavioral attributes), thereby increasing new customers, increasing customer loyalty, reducing customer churn, and improving customers. Consumption and so on. For small and medium-sized customers, specialized CRM is obviously large and expensive. Many small and medium businesses use Fetion as a primary CRM. For example, the old customers are added to the Fetion Group, and new product announcements, special sales notices, and pre-sales services are completed in the group of friends.

(6) Personalized accurate recommendation

Within the operator, it is common to recommend various types of services or applications according to user preferences, such as application software recommendation, IPTV video program recommendation, etc., and after the intelligent analysis algorithms such as association algorithm, text digest extraction, and sentiment analysis, can be implemented. Extend to commercialization services, use data mining technology to help customers with precision marketing, future profitability can come from the value-added part of the customer.

Taking the daily "spam messages" as an example, information is not all "junk" because the people who receive it do not need to be considered as garbage. After analyzing the user behavior data, the required information can be sent to the people who need it, so that “spam messages” become valuable information. At McDonald's in Japan, users download coupons on their mobile phones and go to restaurants to pay for their mobile wallets with the operator DoCoMo. Operators and McDonald's collect relevant consumer information, such as what burgers they often buy, which stores they want to consume, and how often they spend, and then push the coupons to users.

(seven) data search

Data search is a non-fresh application. With the advent of the "big data" era, the demand for real-time and full-range search becomes stronger and stronger. We need to be able to search various social networks, user behaviors and other data. Its commercial application value is to link real-time data processing with analysis and advertising, namely real-time advertising services and in-app mobile advertising social services.

The user's online behavioral information, which the operator possesses, makes the acquired data “have a more comprehensive dimension” and has more commercial value. Typical applications are China Mobile's "Pangu Search."

Second, the use of "big data" and the retail industry

Many entity retailers also attach great importance to the use of data. They have made various predictions and analysis of the data accumulated by the company. However, for the specific sales business, there is often an entanglement of ideals and realities. Not long ago, a well-known apparel retail company in the market disclosed profitable listings on the one hand, and on the other hand disclosed nearly 1 billion yuan in inventory. Many domestic retailers are aware of the benefits of "big data" applications, but once they integrate the application of "big data" into their own business operations, there will be very large incompatibility with the current business, resulting in many Companies are very cautious about this.

(I) Combining retail strategy with "big data" technology

The biggest value of "big data" that retail companies talk about is to combine retail strategy with "big data" technology to maximise the proactive retail strategy and ensure the realization of sales plans. "Big data" stresses four "Vs": one is the volume of data; the second is the complexity of data types (Variety), which involves many kinds of structural and non-structural; the third is the low value density (Value ) This corresponds to a large body size; Fourth, it is a data update and processing speed (Velocity).

According to these characteristics, actively responding to the business data at the same time to make corresponding strategies, will win more time for companies and market strategy adjustment space. This is similar to the flood peak warning of the big rivers, what happens to the upstream flood peaks, and what kind of response the downstream should do. The use of data at this level has direct business value. This is not the kind of sales that can be compared in terms of sales cycle time, chain-to-month ratio, or sales plan. For example, a physical retailer involved in online business often prepares three sets of contingency strategies within a 15 minute promotion period for a group of goods to ensure that the goods can be sold as planned.

Retail strategy design is the place where the value of “big data” in the retail industry is the largest, and it is also the business that “big data” can directly support.

(II) Retailers should maintain a correct attitude towards “big data”

The leaders of a company must first attach importance to the development of "big data", attach importance to the data center of the enterprise, and collect the customer data as the first goal of the company's marketing operations. Second, train the internal personnel of the company and establish hardware and software mechanisms for collecting data. Third, the business needs as the criteria to determine what data needs to be collected; Fourth, confirm the basis of the company's existing data or under the premise of the future, how to achieve the first three goals of infrastructure projects.

In these IT infrastructures, companies need to have solid input and build standardized information teams. It seems that small and medium-sized retail companies, the largest players in Chinese business, cannot and do not have enough capacity to face such a change. of.

Large and medium-sized retailers have been able to bear the cost of such demand trends because of their own business and profit accumulation. Small and medium-sized micro enterprises are still in the process of rapid development. If they are also engaged in full-scale investment by large and medium-sized enterprises, they will soon be dragged down by new types of IT tools or will be hit hard.

However, this does not mean that small and medium-sized retail enterprises do not have opportunities. In fact, the development of IT provides equal choices for all enterprises. The widespread application of cloud computing is a temporary gift to such a transformation.

As small and medium-sized retail enterprises, they do not have to consider building their own “big data” IT systems. They are not suitable for energy, cost, and capability. Therefore, such companies can outsource their IT construction to suitable service providers. All the energy of the enterprise itself can be invested in the development of the commercial circle.

At present, some IT software development and operation operators have already launched the basic platform of cloud services for traditional retail enterprises, providing small and medium-sized commercial enterprises with the same basic environment and system architecture for large-scale and super-large enterprises. Small enterprises need only to plan clearly. Out of your own goals and appropriate steps, use the cloud platform to pay as you need it, without having to make huge initial investments and unpredictable operating costs.

Third, the application of security "big data" in the retail industry

Through security big data analysis, hot statistics systems can be provided for stores, and customer behavior data collection and analysis of personal care merchandise display and shelf layout can be carried out, such as how long customers stay in front of different products, and before and after merchandise display and shelf layout adjustment. The flow of people to the comparison and the amount of purchase, etc., and then as a final reference for adjustment decisions. This innovated the application of video surveillance systems to remotely manage retail stores, and even more, how large-data applications such as comparison and analysis of consumer data through video surveillance systems through the video surveillance system created useful inspiration.

In fact, there is almost no use of big data in the domestic supermarket industry. Although existing traditional data analysis may not directly allow consumers to know which checkout station is the fastest to settle, it can be a good aid for traditional retailers to better understand consumer demand. Currently, domestic traditional supermarkets and other traditional retail industries only involve traditional data collection, processing, and analysis. However, in terms of long-term development, big data is used or trended in the traditional retail industry.

IV. Hikvision's actual case in service retail

Hikvision can use the passenger flow video analysis system to fully understand the offline passenger flow. Through the deployment of a hot video analysis system, hot goods can surface, and the deployment of the WIFI analysis system can easily understand the hotline of consumers.

At the same time, Hikvision's complete license plate recognition and face recognition system can build a large consumer attribute database step by step to easily achieve customer attribute analysis and traceability, and provide important data for deep customer excavation.

(I) Omni-channel visualization management

Omni-channel retailing is a specialized term for a group of functions that, combined with the physical and digital worlds, captures customer social activity data analysis and enables smooth communication with customers across all contact points. Build a new store with rich mobile, social, cloud, and security features to conduct transactions, find, reach, and fulfill customer orders flexibly. This mode of operation allows customers to research, purchase, track, receive, and return merchandise in any way they like.

At the same time, omni-channel retailing requires businesses to maximize the efficiency of retail operations: By executing the most efficient positioning, sourcing, and fulfillment methods, each customer's order is automatically executed based on costs and conditions, helping to meet customer expectations. It is possible to increase the profit of each sale, and Hikvision's mature security monitoring system combined with a unified integrated management platform and intelligent storage system can ensure that merchants achieve such goals.

Based on years of technology accumulation and independent innovation in the field of image sensing, artificial intelligence, etc., Hikvision has introduced a robotic intelligent storage system. The system will greatly reduce the labor intensity of workers, improve production efficiency and quality, and use big data optimization technology to optimize the warehousing layout and improve the efficiency of storage operations. Using the robot system as an execution carrier, a variety of storage optimization techniques are integrated.

At the same time, merchants can deploy visual monitoring equipment in all channels of commodity circulation, and manage and maintain them through a unified management platform. By simply entering a product number in the system, you can view the video of the product in each circulation, ensuring that The high efficiency of source and fulfillment truly realizes the efficient management of omni-channel visualization.

(B) Localization Services and Cross-Regional Management

As the popularity of smart mobile terminals continues to increase, the demand for segmented marketing in different regions is also buoyant, and the patterns of online consumption and offline experience are increasingly recognized by consumers and merchants. Therefore, with the continuous deepening of the localization services of brand chains or directly-operated stores, the ability of cross-regional management of headquarters has also been increasingly tested.

Hikvision's chain of cloud services relies on Hikvision's powerful cloud service platform, which can provide businesses with comprehensive, integrated security solutions. Businesses do not need to build their own centers. All of their data are uploaded to the cloud platform via the Internet. Unified management and operation.

Combined with the perfect remote patrol shop function, merchants can perform localized operations and management on all branches, thereby achieving multiple purposes such as saving manpower costs, ensuring service quality, and managing reserve talents.