Since the "throwing of the abacus" in the early 1990s, the Chinese retail industry has embarked on the journey of information construction.
As the first software and hardware device introduced at the beginning of China's retail industry informationization, POS system has become the most indelible brand. However, retail companies have always had a big misunderstanding in POS applications. That is, until today, most Chinese retailers still only use POS machines as an ordinary collection device, which greatly reduces the original performance of the POS system and its The opportunity to show your talents in the daily operation of the company.
In fact, the misunderstanding of POS application reflects only a microcosm, but it is an urgent problem in the process of informationization of Chinese retail enterprises - many people are confused: Why do we invest so much software and hardware, but for many years, the company has not How big is it? Hewlett-Packard, the world's largest PC maker of the HP rp5700 POS system solution, believes that it is extremely urgent for retail companies to win this market competition in the future.
Retail enterprise IT application efficiency is less than 10%
In the past ten years, Chinese retail enterprises have tasted the sweetness in the construction of information technology, and their business management, processes and benefits have been greatly improved.
However, an objective fact is that the value of informatization has not been fully highlighted, and the construction of informatization has not fully promoted the development of retail enterprises. According to China's retail IT investment assessment report, the current IT system of China's retail enterprises is less than 10% effective. Compared with foreign countries, the information application of domestic retail enterprises is still in the initial stage, and there are many small and isolated systems. Although the number of applications of various systems is relatively large, there are few high-level applications.
"Most domestic retailers, whether they are site selection or new products entering the store, make decisions without sufficient information. Obviously, retail enterprises do not dig deeper into the application value of IT systems." Industry insiders who have been engaged in the development of retail IT systems for many years say that any data obtained from consumers is the resources and capital of the enterprise, and in the current retail enterprise system, the function of consumer research on the collected data is rarely. These urgently need retail enterprises to make up and improve in the process of informationization.
The pos machine is more than just a cash register
Experts believe that the POS machine is essentially a point-of-sale system. The fundamental purpose of its application is to control inventory and collect product information, and “receipt†is just an attached function.
At present, POS machines have evolved from the first generation of cash registers, the second generation of cash registers (ECR electronic cash registers) to the currently fully functional third generation of cash registers. However, unfortunately, many retail companies in China have only used POS machines as general collection and payment devices until today, but they do not know that the relevant sales data obtained by them can help retailers control inventory and reduce inventory. Risk, etc. These aspects that could have created greater value were easily overlooked by retailers.
Mining POS data to enhance competitiveness
Expert analysis pointed out that from the current situation of the retail industry, enterprises urgently need to analyze consumer spending habits, and should understand their own consumer groups through in-depth data analysis.
In fact, using data mining technology to analyze consumers' shopping patterns can predict future trends and behaviors and support corporate decision-making. By applying it to customer relationship management, it is possible to filter and purify seemingly unrelated data in a large number of customer databases, extract valuable customer relationships, respond appropriately to customer needs, and predict Demand trends.
Does a certain store do a normal sale or a promotion at a certain time? How long is the promotion time? What is the ratio of male to female, approximate age, income level, etc. of the main customer groups in the store? What is the size of the business district around this store? At what level is the consumer group... These information that is vital to the retail business, analyzing the data stored by the POS machine, can be well resolved through professional data mining tools. The POS system will reflect the actual situation of each sale. Through the combination of the membership card system and the POS system, enterprises will easily grasp the consumption behavior characteristics of consumption.
However, data analysis is also a very critical issue, and fine data analysis is not something that every company can do. It is understood that although a large retail enterprise in East China has established a professional commodity data analysis department, they admit that 80% of the time and energy are spent on information collection and organization, and less than 20% is analysis! And more Chinese retail companies have never even turned their attention to "analysis."
Therefore, the most pressing problem at present is that the concept of retail enterprises must be upgraded with advanced equipment. Because the business idea does not change, no system can play its best. The application of the POS machine is no exception. If it is still moving forward in the wrong zone, the final impact is the space for the future survival and development of the enterprise. Experts have called for Chinese retailers to change their minds and think about how to use IT to do retail and build their own information culture.
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