Eason Lin

Business Analyst

Mobile payment: from data collection to trade zone analysis

KFC, McDonald's to accept Alipay in China

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KFC China fast food restaurants accepted Alipay mobile payments since July 2015. McDonald’s China also adapted Alipay in September 2015. Consumers now can use unique Alipay QR code in their smartphones to pay for the orders, which transactions will take only two seconds or less. It will be more convenient and efficient for both customers and cashiers. All KFC restaurants in the country only accepted cash payments in the past 27 years. Though Alipay simplifies the payment process, yet the benefit of creating consumer behavior database has been the main reason to accelerate the cooperation of these two industry giants.

For retailers in food and beverage or FMCG industry, knowing consumer behavior and target customer segments for different trade zones is as important as improving product and service quality. Classify customers into different groups in terms of different needs and characteristics to optimize its products and marketing mix for store performance improvement.

Usually, brand owners could pull out consumer behavior data from CRM database. Yet it’s hard to attract people to sign up for the membership program without big incentives such as discounts or exclusive deals. Now collecting consumer data through mobile payment makes it easier. Using big data technology to build customer profiles, to forecast the spending potential from purchase orders. Specify demographics like age, gender and behaviors like product-purchase interests in local areas. Identify high potential customers regarding different trade zones to enhance sales promotion and market strategy planning for better store performance. Different target segments in different trade zones could also be a good reference for the new store location selection, sales forecast and lease negotiations.

Mobile payment not only provides superior customer shopping experience, but supports the demands of O2O commerce. Retailers could also use big data analysis to find out who are the most desirable customers, and then create personalized offers which they are likely to buy.

 

Featured image credit : pintu360.com

 

 

Eason Lin

Business Analyst

Geo-Insight Survey in QSR Business

A comprehensive consumer research with location analysis

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In Quick Service Restaurant (QSR) business, using consumer survey to know customer behavior in the local market is important. Take Greater Taipei area (North part of Taiwan) for example, most customers come into stores by public transportation. However, it’s on the contrary in southern Taiwan. So the store catchment area in Greater Taipei is smaller than other cities.

With the increasing popularity of mobile devices like smartphones and pads, many companies began to use mobile devices to conduct consumer surveys. It could integrate multimedia file such as pictures, videos to the questionnaire. Adding elements like GPS location and photo taking function to make the survey result more accurate. Efficient ways of utilizing web mapping in the survey to let customers pinpoint “Where are you come from?” to identify the service area of each store. Retail and QSR can use these customer location data to improve their service coverage analysis and DM effectiveness analyses.

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Last year getchee helped a Taiwan famous QSR retailer in channel planning to conduct Geo-insight survey in both current stores and pre-opening stores. Collected customer location data enabled the QSR retailer to better understand local consumer behavior. Store catchment and penetration rate in different catchment area gave the regional manager critical insights into micro market. The study of store cannibalizations, green-field market, and customer share of each new branch improves the store network expansion process.

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(Customer cluster map shows population density )

Geo-Insight Survey put control of survey project back in to retailers’ hand and helped them cut down cost and time spend on survey projects by 40%. It could also help survey managers improve the quality of their surveys by reducing fraud risks. Mobile devices could transfer the digital data instantly for immediate analysis. The most important is the use of electronic maps to identify location without revealing personal address can protect the anonymity and confidentiality of participants. Participants would be more willing to answer questions honestly which helps retailers to get more precise information for data analysis.

Eason Lin

Business Analyst

5 Business Intelligence Trends Happening Now

Coming trends you can expect to see in the BI industry.

BI_Trends

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中文版

Business Intelligence (BI) solutions continue to evolve, and are moving in new directions which is good news for those businesses who already rely on a BI solution. Businesses of the future know that the huge amount of data available, both from inside their own organizations and outsourced from companies specializing in expert data (like getchee) can be coupled with BI innovations designed specifically to help organizations improve their business outcomes. Here are some of the trends we can expect to see in the BI industry in the coming years.

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Eason Lin

Business Analyst

商业智能的未来趋势

Trends businesses can expect to see in the BI industry now.

BI_Trends

English Version

现今的商业智能(BI)正处于发展的十字路口,我们知道大量的数据以及创新的使用对于企业的产能有所改善,但究竟商业智能有多少能力以及如何使用商业智能来帮助决策来帮助企业获利一直没有肯定的答案。但从IBM 收购Cognos, Oracle收购Hyperion Solutions和SAP收购Business Objucts,可以知道商业智能仍是许多公司发展的策略方向。以下介绍几个商业智能的未来趋势:

1 - 商业智能在大数据的应用

现今的企业非常容易收集到大量的消费者数据,包含企业的内部数据以及外部的数据。所以企业必须发展一些有效率的策略来获得、组织以及分析这些数据。而数据分析工具和科技的进步以及自助式商业智能的分析可以帮助我们比以往产生更多的分析及预测。

2 - 行动商业智能

更快的网络速度、超级计算机的使用以及更大的储存容量对行动装置上的应用带来革命性的进步。用户可以查询数据在任何时间及任何地方,以便他们可于任何情况下实时作决策。因此企业应该发展更多的行动商业智能以符合现况的发展。

3 - 商业智能在云计算的应用

虽然对于大数据在云计算上的使用以及云计算的安全问题仍有许多争论,但使用云计算仍是商业智能的主流。与其他云计算的产业一样,云计算商业智能的好处如减少数据中心及IT人员维护的成本,更快的调度速度以及更高的弹性以符合商业市场上的变化。而未来由于更高速的云计算发展环境以及更进步的安全措施,越来越多的内部数据以及关键的程序会使用云计算,云计算商业智能的使用也会更为成熟。

4 - 社交网络在商业智能的应用

社交网络和Web 2.0的科技给企业带来新的成长的机会,但同时也可能因为无法妥善处理带来危机。商业智能的社交网络允许用户对于分析报告及数据去进行更多的讨论并评判那一个更为有用,并让用户分享数据、寻求其他人的回馈及评判,以及可设定个人偏好去追踪特定方面的信息。因此企业应该广泛使用商业智能的社交网络,提供平台使得企业员工、客户以及其他伙伴更紧密的连接以获得更有用的商业模型。

5 - 自助式商业智能

自助式商业智能让使用者可创造个人化的报告及可自由的查询数据库中的数据而不需靠IT人员的先行设计。使得使用者能更及时获得所需要的关键数据并使企业获得更大的竞争力,并容易在商业竞争上创造新的机会。

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