WO2020151471A1 - 线下门店运营的控制方法、系统、设备和存储介质 - Google Patents

线下门店运营的控制方法、系统、设备和存储介质 Download PDF

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WO2020151471A1
WO2020151471A1 PCT/CN2020/070015 CN2020070015W WO2020151471A1 WO 2020151471 A1 WO2020151471 A1 WO 2020151471A1 CN 2020070015 W CN2020070015 W CN 2020070015W WO 2020151471 A1 WO2020151471 A1 WO 2020151471A1
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Prior art keywords
user
offline store
data
message
module
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PCT/CN2020/070015
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English (en)
French (fr)
Inventor
范佳兴
武跃峰
王路广
张长军
张晓鹏
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北京京东尚科信息技术有限公司
北京京东世纪贸易有限公司
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Publication of WO2020151471A1 publication Critical patent/WO2020151471A1/zh

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    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0251Targeted advertisements
    • G06Q30/0261Targeted advertisements based on user location
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0251Targeted advertisements
    • G06Q30/0267Wireless devices
    • GPHYSICS
    • G06COMPUTING; CALCULATING OR COUNTING
    • G06QINFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce
    • G06Q30/02Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241Advertisements
    • G06Q30/0251Targeted advertisements
    • G06Q30/0269Targeted advertisements based on user profile or attribute
    • G06Q30/0271Personalized advertisement

Definitions

  • the present invention relates to the technical field of data processing, in particular to a control method, system, equipment and storage medium for offline store operation.
  • the technical problem to be solved by the present invention is that the operation mode of offline stores in the prior art cannot provide accurate services to customers, nor can it display different marketing advertisements to different users. It is also lacking in maintaining old users and adding new users. Defects such as effective means are aimed at providing a control method, system, equipment and storage medium for offline store operations.
  • the present invention provides a control method for offline store operation, the control method includes:
  • the user portrait data includes user address data and user identity data
  • the control method further includes:
  • the method further includes:
  • Push product promotion messages corresponding to the offline store to the different types of people according to the shopping preferences are provided.
  • control method further includes:
  • a Wi-Fi (wireless local area network) probe is installed in the offline store;
  • the step of obtaining the mac address of the terminal device of the user passing through the offline store includes:
  • the Wi-Fi probe is used to scan the terminal device of the user passing through the offline store, and the mac address of the terminal device is obtained.
  • the step of matching the user portrait data corresponding to the mac address in the Internet platform includes:
  • the promotion message includes the product advertisement message displayed to the user through the advertising display screen of the offline store, At least one of the push message of the client terminal and the mobile phone short message.
  • the step of classifying multiple users around the offline store into different types of people around the offline store according to the user identity data of each user around the offline store It also includes:
  • the product promotion message of the offline store When the product promotion message of the offline store is pushed to the different types of people according to the shopping preference, the product promotion message includes a push message from the client, a mobile phone message, and a message to the different types of people. At least one of advertising messages in product leaflets pushed in different regions and advertising messages in billboards at bus stops.
  • the terminal device includes a mobile phone and/or a tablet computer.
  • the present invention also provides a control system for offline store operations.
  • the control system includes a mac address acquisition module, a matching module, a shopping preference determination module, and a message push module;
  • the mac address obtaining module is used to obtain the mac address of the terminal device of the user passing through the offline store;
  • the matching module is used to match user portrait data corresponding to the mac address in the Internet platform
  • the shopping preference determination module is used to determine the shopping preferences of different users according to the user portrait data
  • the message push module is configured to push product promotion messages corresponding to the offline store to different users according to the shopping preferences.
  • the user portrait data includes user address data and user identity data
  • the control system also includes an address data acquisition module, a distance calculation module, a judgment module and a crowd division module;
  • the data acquisition module is used to acquire the address data of the offline store
  • the distance calculation module is configured to calculate the distance between the user address and the offline store according to the user address data and the address data of the offline store;
  • the judgment module is used to judge whether the distance is less than a set threshold, and if so, determine that the user is a user around the offline store;
  • the crowd dividing module is configured to divide the multiple users around the offline store into different types of people around the offline store according to the user identity data of each user around the offline store;
  • the shopping preference determination module is further configured to determine the shopping preferences of the different types of people according to the user portrait data of each user in the different types of people;
  • the message push module is further configured to push product promotion messages corresponding to the offline store to the different types of people according to the shopping preferences.
  • control system further includes a new user determination module, a location data acquisition module, and a crowd determination module;
  • the new user determining unit is configured to determine that the user is a new user of the Internet platform
  • the location data acquiring unit is used to acquire location data of the new user within a first set time
  • the crowd determining unit is configured to determine, according to the location data, the crowd around the offline store to which the new user belongs;
  • the message push module is further configured to push the product promotion message of the offline store to the new user according to the shopping preference of the group to which the new user belongs.
  • a Wi-Fi probe is installed in the offline store
  • the mac address obtaining module is configured to scan the terminal device of the user passing through the offline store using the Wi-Fi probe, and obtain the mac address of the terminal device.
  • the matching module includes a matching unit and a portrait data acquisition unit;
  • the matching unit is configured to match user account data corresponding to the mac address in the Internet platform
  • the portrait data obtaining unit is configured to obtain the user portrait data according to the user account data.
  • the promotion message includes displaying to the user through the advertising display screen of the offline store At least one of product advertising messages, client push messages, and mobile phone text messages.
  • control system further includes an area determination module
  • the area determination module is configured to determine different areas to which different types of people around the offline store belong according to the user address data of each user in the different types of people;
  • the product promotion message includes a push message from the client, a mobile phone message, and a message to the different At least one of the advertisement messages in the product leaflets and the advertisement messages in the billboards of the bus stops pushed in different regions to which the types of people belong.
  • the terminal device includes a mobile phone and/or a tablet computer.
  • the present invention also provides an electronic device including a memory, a processor, and a computer program stored in the memory and capable of running on the processor, and the processor implements the above-mentioned offline store operation control method when the processor executes the computer program.
  • the present invention also provides a computer-readable storage medium on which a computer program is stored, and when the computer program is executed by a processor, the steps of the above-mentioned offline store operation control method are realized.
  • the mac addresses of terminal devices of users passing through the offline stores are obtained, so as to obtain the shopping preferences of any user and the shopping of different groups of people around the offline stores.
  • Fig. 1 is a flowchart of a method for controlling offline store operations in Embodiment 1 of the present invention.
  • Fig. 2 is a flowchart of a method for controlling offline store operations in Embodiment 2 of the present invention.
  • FIG. 3 is a schematic diagram of the overall purchase situation of the offline store in the method for controlling the operation of the offline store in Embodiment 2 of the present invention.
  • FIG. 4 is a schematic diagram of the purchase situation of different communities around the offline store in the method for controlling the operation of the offline store in Embodiment 2 of the present invention.
  • FIG. 5 is a schematic diagram of the purchase situation of different scenic spots around the offline store in the method for controlling the operation of the offline store in Embodiment 2 of the present invention.
  • FIG. 6 is a schematic diagram of the purchase situation of different schools around the offline store in the method for controlling the operation of the offline store in Embodiment 2 of the present invention.
  • FIG. 7 is a schematic diagram of the overall preference situation of users around the offline store in the method for controlling the operation of the offline store in Embodiment 2 of the present invention.
  • FIG. 8 is a schematic diagram of the preferred food and beverages in the offline store in the method for controlling offline store operation according to Embodiment 2 of the present invention.
  • FIG. 9 is a schematic diagram of personalized beauty care products preferred in offline stores in the method for controlling offline store operations in Embodiment 2 of the present invention.
  • FIG. 10 is a schematic diagram of the overall preference situation of residents in the neighborhood of the offline store in the method for controlling the operation of the offline store in Embodiment 2 of the present invention.
  • FIG. 11 is a schematic diagram of the overall preference situation of school students around the offline store in the method for controlling the operation of the offline store in Embodiment 2 of the present invention.
  • FIG. 12 is a schematic diagram of the distribution of products preferred by residents in communities around the offline store in the method for controlling offline store operation in Embodiment 2 of the present invention.
  • FIG. 13 is a schematic diagram of the distribution of products preferred by school students around the offline store in the method for controlling offline store operation in Embodiment 2 of the present invention.
  • FIG. 14 is a flowchart of a method for controlling offline store operations in Embodiment 3 of the present invention.
  • FIG. 15 is a schematic diagram of modules of a control system for offline store operation according to Embodiment 4 of the present invention.
  • FIG. 16 is a schematic diagram of modules of a control system for offline store operation according to Embodiment 5 of the present invention.
  • FIG. 17 is a schematic diagram of modules of a control system for offline store operation according to Embodiment 6 of the present invention.
  • FIG. 18 is a schematic structural diagram of an electronic device implementing a method for determining an advertisement message in Embodiment 7 of the present invention.
  • the method for controlling offline store operations in this embodiment includes:
  • terminal equipment includes mobile phones, tablet computers and so on.
  • S103 Determine shopping preferences of different users according to user portrait data
  • the product promotion message corresponds to each user's shopping preference one-to-one.
  • the promotion message includes at least one of a product advertisement message displayed to the user through an advertisement promotion display screen of an offline store, a push message of the client, and a mobile phone short message.
  • the Internet platform will use the user portrait data of the user (such as gender: male; age: 30-35; demand: brand A and model B mobile phone; purchase intention: 9 points; promotion sensitivity: medium; Consumption capacity: strong) Feed back to the data storage system of the offline store, and the data storage system of the offline store will then push the advertisement information of the product that the user likes or prefer according to the user profile data of the user, for example, through the offline store
  • External advertising advertising display screens display advertisements (such as: "offline store A, brand A and model B mobile phone premium activities, purchase of the phone will give 1,000 original phone charges, welcome to the store to experience the purchase") and other methods, thereby increasing the rate of users entering the store , Improve the user experience.
  • the shopping preference of any user is obtained, and then the corresponding product promotion message is pushed to the user according to the shopping preference, so as to provide customers with accurate services .
  • To display different marketing advertisements to different users improve user satisfaction, help maintain old users, and be more conducive to the long-term operation of offline stores.
  • the method for controlling offline store operations in this embodiment is a further improvement of Embodiment 1. Specifically:
  • Step S101 includes:
  • Step S102 includes:
  • S1022 Acquire user portrait data according to the user account data.
  • step S102 it includes:
  • the user profile data includes user identity data, user address data, user purchase data, mobile phone model data used by the user, etc.; specifically, user identity data includes gender, age, education level, job type, etc.; user address data includes work location , Residence, frequently visited address, etc.; user purchase data includes consumption content, consumption ability, consumption activity, consumption method, product promotion sensitivity, recent products viewed on the client, purchase intention, etc.
  • step S105 it also includes:
  • S106 Calculate the distance between the user address and the offline store according to the user address data and the address data of the offline store;
  • S107 Determine whether the distance is less than a set threshold, and if so, determine that the user is a user around the offline store;
  • S108 According to the user identity data of each user around the offline store, divide multiple users around the offline store into different types of people around the offline store;
  • S109 Determine shopping preferences of different types of people according to the user portrait data of each user in different types of people;
  • step S108 it also includes:
  • S1011 according to the user address data of each user in the different types of people, determine different areas to which the different types of people around the offline store belong;
  • product promotion messages When pushing offline store product promotion messages to different types of people based on shopping preferences, product promotion messages include client push messages, mobile phone text messages, advertising messages in product leaflets that are pushed to different regions to which different types of people belong, and At least one of the advertisement messages in the billboard of the bus stop.
  • FIG. 3 it represents the purchase situation of offline store A by different institutions, all communities, and all attractions around offline store A; the horizontal axis represents different institutions (such as hospitals, hotels, etc.), communities, etc., and the vertical axis Represents the number of products consumed in offline store A, a1 represents the number of people, and L1 represents the number of orders.
  • the purchases of different communities around offline store A are represented by offline store A; the horizontal axis represents different communities (Anhuili, Qianhejiayuan, etc.), and the vertical axis represents purchases made by users of offline store A
  • the purchases of different scenic spots around offline store A are represented by offline store A; the horizontal axis represents different communities (Ditan Park, Olympic Park, etc.), and the vertical axis represents products purchased by users of offline store A Quantity, a3 represents the number of people, L3 represents the number of orders.
  • the purchases of different schools around offline store A are shown in offline store A; the horizontal axis represents different communities (Tsinghua University, Renmin University of China, etc.), and the vertical axis represents purchases made by users of offline store A
  • the areas surrounding offline store A mainly include office building areas, residential areas, school areas, scenic spots, etc.
  • the corresponding groups of people in these different areas include office staff in office buildings, residents in communities, students in schools, and tourist attractions. Tourists etc.
  • the overall shopping preference distribution of users of offline store A over a period of time the horizontal axis represents different types of products, and the vertical axis represents the number of orders for different products in offline store A over a period of time.
  • the overall shopping preferences of offline store A mainly include food and beverages, personalized beauty care, computers, office supplies, books, etc., which are the products that users purchase the most.
  • FIG. 10 it represents the overall shopping preferences of residents in all communities around offline store A; the horizontal axis represents different types of products, and the vertical axis represents product purchases;
  • FIG. 11 it represents the overall shopping preferences of students in all schools around offline store A; the horizontal axis represents different types of products, and the vertical axis represents product purchases;
  • both the shopping preferences of any user and the information of different groups of people around the offline store are obtained.
  • Shopping preferences and then push product promotion messages to users and different groups of people according to shopping preferences, so as to provide customers with accurate services and display different marketing advertisements to different users, which improves user satisfaction and helps To maintain old users, it is more conducive to the long-term operation of offline stores.
  • the method for controlling offline store operations in this embodiment is a further improvement of Embodiment 2. Specifically:
  • Control methods also include:
  • both the shopping preferences of any user and the information of different groups of people around the offline store are obtained.
  • Shopping preferences and then push product promotion messages to users and different groups of people according to shopping preferences, so as to provide customers with accurate services and display different marketing advertisements to different users, improve user satisfaction and help To maintain old users; at the same time, for new users, push product promotion messages to them according to the shopping preferences of the types of people they belong to, which helps increase new users and is more conducive to the long-term operation of offline stores.
  • control system for offline store operation in this embodiment includes a mac address acquisition module 1, a matching module 2, a shopping preference determination module 3, and a message push module 4.
  • the mac address obtaining module 1 is used to obtain the mac address of the terminal device of the user passing through the offline store;
  • terminal devices include mobile phones and/or tablet computers.
  • the matching module 2 is used to match the user portrait data corresponding to the mac address in the Internet platform;
  • the shopping preference determination module 3 is used to determine the shopping preferences of different users according to user portrait data
  • the message push module 4 is used to push product promotion messages corresponding to offline stores to different users according to shopping preferences.
  • the promotion message includes at least one of a product advertisement message displayed to the user through an advertisement promotion display screen of an offline store, a push message of the client, and a mobile phone short message.
  • the Internet platform will use the user portrait data of the user (such as gender: male; age: 30-35; demand: brand A and model B mobile phone; purchase intention: 9 points; promotion sensitivity: medium; Consumption capacity: strong) Feed back to the data storage system of the offline store, and the data storage system of the offline store will then push the advertising information of the product that the user likes or prefer based on the user profile data of the user, for example, through the offline store
  • External advertising advertising display screens display advertisements (such as: "offline store A, brand A, model B mobile phone premium activities, purchase 1000 original phone bill, welcome to the store to experience the purchase") and other methods, thereby increasing the rate of users entering the store , Improve the user experience.
  • the shopping preference of any user is obtained, and then the corresponding product promotion message is pushed to the user according to the shopping preference, so as to provide customers with accurate services .
  • To display different marketing advertisements to different users improve user satisfaction, help maintain old users, and be more conducive to the long-term operation of offline stores.
  • the offline store operation control system of this embodiment is a further improvement of Embodiment 4. Specifically:
  • Wi-Fi probes are installed in offline stores
  • the mac address obtaining module 1 is used to scan the terminal device of a user passing through an offline store with a Wi-Fi probe, and obtain the mac address of the terminal device.
  • the matching module 2 includes a matching unit 21 and a portrait data acquisition unit 22;
  • the matching unit 21 is used to match the user account data corresponding to the mac address in the Internet platform;
  • the portrait data obtaining unit 22 is configured to obtain user portrait data according to user account data.
  • the control system also includes an address data acquisition module 5, a distance calculation module 6, a judgment module 7, a crowd division module 8 and an area determination module 9.
  • the address data acquisition module 5 is used to acquire the address data of the offline store
  • the user profile data includes user identity data, user address data, user purchase data, mobile phone model data used by the user, etc.; specifically, user identity data includes gender, age, education level, job type, etc.; user address data includes work location , Residence, frequently visited address, etc.; user purchase data includes consumption content, consumption ability, consumption activity, consumption method, product promotion sensitivity, recent products viewed on the client, purchase intention, etc.
  • the distance calculation module 6 is used to calculate the distance between the user address and the offline store according to the user address data and the address data of the offline store;
  • the judging module 7 is used for judging whether the distance is less than the set threshold, and if so, it is determined that the user is a user around the offline store;
  • the crowd division module 8 is used to divide multiple users around the offline store into different types of people around the offline store according to the user identity data of each user around the offline store;
  • the shopping preference determination module 3 is also used to determine the shopping preferences of different types of people according to the user portrait data of each user in the different types of people;
  • the message push module 4 is also used to push product promotion messages corresponding to offline stores to different types of people according to shopping preferences.
  • the area determination module 9 is used to determine the different areas to which different types of people around the offline store belong according to the user address data of each user in the different types of people;
  • the product promotion messages include client push messages, mobile phone text messages, and product leaflets pushed to different areas of different types of people. At least one of the advertisement message and the advertisement message in the billboard of the bus stop.
  • FIG. 3 it represents the purchase situation of offline store A by different institutions, all communities, and all attractions around offline store A; the horizontal axis represents different institutions (such as hospitals, hotels, etc.), communities, etc., and the vertical axis Represents the number of products consumed in offline store A, a1 represents the number of people, and L1 represents the number of orders.
  • the purchases of different communities around offline store A are represented by offline store A; the horizontal axis represents different communities (Anhuili, Qianhejiayuan, etc.), and the vertical axis represents purchases made by users of offline store A
  • the purchases of different scenic spots around offline store A are represented by offline store A; the horizontal axis represents different communities (Ditan Park, Olympic Park, etc.), and the vertical axis represents products purchased by users of offline store A Quantity, a3 represents the number of people, L3 represents the number of orders.
  • the purchases of different schools around offline store A are shown in offline store A; the horizontal axis represents different communities (Tsinghua University, Renmin University of China, etc.), and the vertical axis represents purchases made by users of offline store A
  • the areas surrounding offline store A mainly include office building areas, residential areas, school areas, scenic spots, etc.
  • the corresponding groups of people in these different areas include office staff in office buildings, residents in communities, students in schools, and tourist attractions. Tourists etc.
  • the overall shopping preference distribution of users of offline store A over a period of time the horizontal axis represents different types of products, and the vertical axis represents the number of orders for different products in offline store A over a period of time.
  • the overall shopping preferences of offline store A mainly include food and beverages, personalized beauty care, computers, office supplies, books, etc., which are the products that users purchase the most.
  • FIG. 10 it represents the overall shopping preferences of residents in all communities around offline store A; the horizontal axis represents different types of products, and the vertical axis represents product purchases;
  • FIG. 11 it represents the overall shopping preferences of students in all schools around offline store A; the horizontal axis represents different types of products, and the vertical axis represents product purchases;
  • both the shopping preferences of any user and the information of different groups of people around the offline store are obtained.
  • Shopping preferences and then push product promotion messages to users and different groups of people according to shopping preferences, so as to provide customers with accurate services and display different marketing advertisements to different users, which improves user satisfaction and helps To maintain old users, it is more conducive to the long-term operation of offline stores.
  • the offline store operation control system of this embodiment is a further improvement of Embodiment 5. Specifically:
  • the control system also includes a new user determination module 10, a location data acquisition module 11, and a crowd determination module 12.
  • the new user determining unit 10 is used to determine that the user is a new user of the Internet platform;
  • the location data acquiring unit 11 is configured to acquire location data of the new user within the first set time
  • the crowd determining unit 12 is configured to determine the crowd around the offline store to which the new user belongs according to the location data;
  • the message push module 4 is also used to push product promotion messages of offline stores to the new user according to the shopping preference of the group to which the new user belongs.
  • both the shopping preferences of any user and the information of different groups of people around the offline store are obtained.
  • Shopping preferences and then push product promotion messages to users and different groups of people according to shopping preferences, so as to provide customers with accurate services and display different marketing advertisements to different users, which improves user satisfaction and helps To maintain old users; at the same time, for new users, push product promotion messages to them according to the shopping preferences of the types of people they belong to, which helps increase new users and is more conducive to the long-term operation of offline stores.
  • FIG. 18 is a schematic structural diagram of an electronic device according to Embodiment 7 of the present invention.
  • the electronic device includes a memory, a processor, and a computer program that is stored on the memory and can run on the processor.
  • the processor executes the program to implement the offline store operation control method in any one of Embodiments 1 to 3.
  • the electronic device 30 shown in FIG. 18 is only an example, and should not bring any limitation to the function and application scope of the embodiment of the present invention.
  • the electronic device 30 may be in the form of a general-purpose computing device, for example, it may be a server device.
  • the components of the electronic device 30 may include, but are not limited to: the above-mentioned at least one processor 31, the above-mentioned at least one memory 32, and a bus 33 connecting different system components (including the memory 32 and the processor 31).
  • the bus 33 includes a data bus, an address bus, and a control bus.
  • the memory 32 may include volatile memory, such as random access memory (RAM) 321 and/or cache memory 322, and may further include read-only memory (ROM) 323.
  • RAM random access memory
  • ROM read-only memory
  • the memory 32 may also include a program/utility tool 325 having a set of (at least one) program module 324.
  • program module 324 includes but is not limited to: an operating system, one or more application programs, other program modules, and program data. Each of the examples or some combination may include the realization of a network environment.
  • the processor 31 executes various functional applications and data processing by running a computer program stored in the memory 32, such as the control method for offline store operation in any one of Embodiments 1 to 3 of the present invention.
  • the electronic device 30 may also communicate with one or more external devices 34 (such as keyboards, pointing devices, etc.). Such communication can be performed through an input/output (I/O) interface 35.
  • the model-generated device 30 may also communicate with one or more networks (for example, a local area network (LAN), a wide area network (WAN), and/or a public network, such as the Internet) through the network adapter 36. As shown in FIG. 18, the network adapter 36 communicates with other modules of the device 30 generated by the model through the bus 33.
  • networks for example, a local area network (LAN), a wide area network (WAN), and/or a public network, such as the Internet
  • This embodiment provides a computer-readable storage medium on which a computer program is stored.
  • the program is executed by a processor, the steps in the method for controlling offline store operations in any one of Embodiments 1 to 3 are implemented.
  • the readable storage medium may more specifically include but not limited to: portable disk, hard disk, random access memory, read only memory, erasable programmable read only memory, optical storage device, magnetic storage device or any of the above The right combination.
  • the present invention can also be implemented in the form of a program product, which includes program code.
  • the program product is running on a terminal device, the program code is used to make the terminal device execute the implementation in Embodiments 1 to 3. Steps in the method for controlling offline store operation in any embodiment.
  • the program code for executing the present invention can be written in any combination of one or more programming languages.
  • the program code can be completely executed on the user equipment, partially executed on the user equipment, and used as an independent software.
  • the package is executed, partly on the user's device, partly on the remote device, or entirely on the remote device.

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Abstract

一种线下门店运营的控制方法、系统、设备和存储介质,所述控制方法包括:获取经过线下门店的用户的终端设备的mac地址(S101);匹配出互联网平台中与所述mac地址对应的用户画像数据(S102);根据所述用户画像数据确定不同用户的购物偏好(S103);根据所述购物偏好向不同用户推送所述线下门店对应的产品推广消息(S104)。能够根据购物偏好向用户、不同人群针对性推送产品推广消息,从而达到给客户提供精准的服务,向不同的用户针对性展示不同的营销广告的目的,且有助于维系老用户;同时,对于新用户,按照其所属的人群类型的购物偏好向其推送产品推广消息,从而有助于增加新用户,更有利于线下门店的长期运营。

Description

线下门店运营的控制方法、系统、设备和存储介质
本申请要求申请日为2019/1/21的中国专利申请201910054599X的优先权。本申请引用上述中国专利申请的全文。
技术领域
本发明涉及数据处理技术领域,特别涉及一种线下门店运营的控制方法、系统、设备和存储介质。
背景技术
目前,对于互联网平台的线下门店,在运营过程中没有对每个用户的基本信息(如性别、年龄、教育程度、住址等)、偏好信息(如偏好的颜色、偏好的产品类型以及价位等)等数据进行统计、归纳与分析,仅凭借业务员的个人经验和会员体系对店铺进行运营,因此,无法给客户提供精准的服务,也无法向不同的用户针对性展示不同的营销广告,降低了用户体验;另外,现有的线下门店的运营方式主要是依赖自然客流,对于维系老用户和增加新用户方面也缺少有效地手段。
发明内容
本发明要解决的技术问题是现有技术中线下门店的运营方式无法给客户提供精准的服务,也无法向不同的用户针对性展示不同的营销广告,对于维系老用户和增加新用户方面也缺少有效地手段等缺陷,目的在于提供一种线下门店运营的控制方法、系统、设备和存储介质。
本发明是通过下述技术方案来解决上述技术问题:
本发明提供一种线下门店运营的控制方法,所述控制方法包括:
获取经过线下门店的用户的终端设备的mac地址(Media Access Control Address,媒体访问控制地址);
匹配出互联网平台中与所述mac地址对应的用户画像数据;
根据所述用户画像数据确定不同用户的购物偏好;
根据所述购物偏好向不同用户推送所述线下门店对应的产品推广消息。
较佳地,所述用户画像数据包括用户地址数据和用户身份数据;
所述控制方法还包括:
获取所述线下门店的地址数据;
所述匹配出互联网平台中与所述mac地址对应的用户画像数据的步骤之后还包括:
根据所述用户地址数据与所述线下门店的地址数据,计算得到用户地址与所述线下门店之间的距离;
判断所述距离是否小于设定阈值,若是,则确定用户为所述线下门店周边的用户;
根据所述线下门店周边的每个用户的所述用户身份数据,将所述线下门店周边的多个用户划分为所述线下门店周边的不同类型的人群;
根据所述不同类型的人群中的每个用户的所述用户画像数据确定所述不同类型的人群的购物偏好;
根据所述购物偏好向所述不同类型的人群推送所述线下门店对应的产品推广消息。
较佳地,所述控制方法还包括:
对于在所述互联网平台匹配不到与所述mac地址对应的用户画像数据的用户,确定用户为所述互联网平台的新用户;
获取所述新用户在第一设定时间内的位置数据;
根据所述位置数据确定所述新用户所属的所述线下门店周边的人群;
根据所述新用户所属的人群的购物偏好向所述新用户推送所述线下门店的所述产品推广消息。
较佳地,所述线下门店安装有Wi-Fi(无线局域网)探针;
所述获取经过线下门店的用户的终端设备的mac地址的步骤包括:
采用所述Wi-Fi探针扫描经过所述线下门店的用户的所述终端设备,并获取所述终端设备的所述mac地址。
较佳地,所述匹配出互联网平台中与所述mac地址对应的用户画像数据的步骤包括:
匹配出所述互联网平台中与所述mac地址对应的用户账号数据;
根据所述用户账号数据获取所述用户画像数据。
较佳地,当根据所述购物偏好向用户推送所述线下门店的所述产品推广消息时,所述推广消息包括通过所述线下门店的广告宣传显示屏向用户展示的产品广告消息、客户端的推送消息和手机短信中的至少一种。
较佳地,所述根据所述线下门店周边的每个用户的所述用户身份数据,将所述线下门店周边的多个用户划分为所述线下门店周边的不同类型的人群的步骤之后还包括:
根据所述不同类型的人群中的每个用户的所述用户地址数据确定所述线下门店周边的不同类型的人群所属的不同区域;
当根据所述购物偏好向所述不同类型的人群推送所述线下门店的所述产品推广消息时,所述产品推广消息包括客户端的推送消息、手机短信、向所述不同类型的人群所属的不同区域推送的产品宣传单中的广告消息和公交站台的广告牌中的广告消息中的至少一种。
较佳地,所述终端设备包括手机和/或平板电脑。
本发明还提供一种线下门店运营的控制系统,所述控制系统包括mac地址获取模块、匹配模块、购物偏好确定模块和消息推送模块;
所述mac地址获取模块用于获取经过线下门店的用户的终端设备的mac地址;
所述匹配模块用于匹配出互联网平台中与所述mac地址对应的用户画像数据;
所述购物偏好确定模块用于根据所述用户画像数据确定不同用户的购物偏好;
所述消息推送模块用于根据所述购物偏好向不同用户推送所述线下门店对应的产品推广消息。
较佳地,所述用户画像数据包括用户地址数据和用户身份数据;
所述控制系统还包括地址数据获取模块、距离计算模块、判断模块和人群划分模块;
所述数据获取模块用于获取所述线下门店的地址数据;
所述距离计算模块用于根据所述用户地址数据与所述线下门店的地址数据,计算得到用户地址与所述线下门店之间的距离;
所述判断模块用于判断所述距离是否小于设定阈值,若是,则确定用户为所述线下门店周边的用户;
所述人群划分模块用于根据所述线下门店周边的每个用户的所述用户身份数据,将所述线下门店周边的多个用户划分为所述线下门店周边的不同类型的人群;
所述购物偏好确定模块还用于根据所述不同类型的人群中的每个用户的所述用户画像数据确定所述不同类型的人群的购物偏好;
所述消息推送模块还用于根据所述购物偏好向所述不同类型的人群推送所述线下门店对应的产品推广消息。
较佳地,所述控制系统还包括新用户确定模块、位置数据获取模块和人群确定模块;
对于在所述互联网平台匹配不到与所述mac地址对应的用户画像数据的用户,所述新用户确定单元用于确定用户为所述互联网平台的新用户;
所述位置数据获取单元用于获取所述新用户在第一设定时间内的位置数据;
所述人群确定单元用于根据所述位置数据确定所述新用户所属的所述线下门店周边的人群;
所述消息推送模块还用于根据所述新用户所属的人群的购物偏好向所述新用户推送所述线下门店的所述产品推广消息。
较佳地,所述线下门店安装有Wi-Fi探针;
所述mac地址获取模块用于采用所述Wi-Fi探针扫描经过所述线下门店的用户的所述终端设备,并获取所述终端设备的mac地址。
较佳地,所述匹配模块包括匹配单元和画像数据获取单元;
所述匹配单元用于匹配出所述互联网平台中与所述mac地址对应的用户账号数据;
所述画像数据获取单元用于根据所述用户账号数据获取所述用户画像数据。
较佳地,当所述消息推送模块根据所述购物偏好向用户推送所述线下门店的所述产品推广消息时,所述推广消息包括通过所述线下门店的广告宣传显示屏向用户展示的产品广告消息、客户端的推送消息和手机短信中的至少一种。
较佳地,所述控制系统还包括区域确定模块;
所述区域确定模块用于根据所述不同类型的人群中的每个用户的所述用户地址数据确定所述线下门店周边的不同类型的人群所属的不同区域;
当所述消息推送模块根据所述购物偏好向所述不同类型的人群推送所述线下门店的所述产品推广消息时,所述产品推广消息包括客户端的推送消息、手机短信、向所述不同类型的人群所属的不同区域推送的产品宣传单中的广告消息和公交站台的广告牌中的广告消息中的至少一种。
较佳地,所述终端设备包括手机和/或平板电脑。
本发明还提供一种电子设备,包括存储器、处理器及存储在存储器上并可在处理器上运行的计算机程序,所述处理器执行计算机程序时实现上述的线下门店运营的控制方法。
本发明还提供一种计算机可读存储介质,其上存储有计算机程序,所述计算机程序被处理器执行时实现上述的线下门店运营的控制方法的步骤。
本发明的积极进步效果在于:
本发明中,通过在线下门店安装Wi-Fi探针,获取来往经过线下门店的用户的终端设备的mac地址,既得到任一用户的购物偏好,也得到线下门店周边的不同人群的购物偏好,再根据购物偏好向用户、不同人群针对性推送产品推广消息,从而达到给客户提供精准的服务,向不同的用户针对性展示不同的营销广告的目的,提高了用户满意度,有助于维系老用户;同时,对于新用户,按照其所属的人群类型的购物偏好向其推送产品推广消息,从而有助于增加新用户,更有利于线下门店的长期运营。
附图说明
图1为本发明实施例1的线下门店运营的控制方法的流程图。
图2为本发明实施例2的线下门店运营的控制方法的流程图。
图3为本发明实施例2的线下门店运营的控制方法的线下门店的整体采购情况示意图。
图4为本发明实施例2的线下门店运营的控制方法的线下门店周边不同小区的采购情况示意图。
图5为本发明实施例2的线下门店运营的控制方法的线下门店周边不同景点的采购情况示意图。
图6为本发明实施例2的线下门店运营的控制方法的线下门店周边不同学校的采购情况示意图。
图7为本发明实施例2的线下门店运营的控制方法的线下门店周边用户的整体偏好情况示意图。
图8为本发明实施例2的线下门店运营的控制方法的线下门店中偏好的食品饮料的示意图。
图9为本发明实施例2的线下门店运营的控制方法的线下门店中偏好的个性美妆护理产品的示意图。
图10为本发明实施例2的线下门店运营的控制方法的线下门店周边小区居民的整体偏好情况示意图。
图11为本发明实施例2的线下门店运营的控制方法的线下门店周边学校学生的整体偏好情况示意图。
图12为本发明实施例2的线下门店运营的控制方法的线下门店周边小区居民偏好的产品分布情况示意图。
图13为本发明实施例2的线下门店运营的控制方法的线下门店周边学校学生偏好的产品分布情况示意图。
图14为本发明实施例3的线下门店运营的控制方法的流程图。
图15为本发明实施例4的线下门店运营的控制系统的模块示意图。
图16为本发明实施例5的线下门店运营的控制系统的模块示意图。
图17为本发明实施例6的线下门店运营的控制系统的模块示意图。
图18为本发明实施例7中的实现广告消息的确定方法的电子设备的结构示意图。
具体实施方式
实施例1
如图1所示,本实施例的线下门店运营的控制方法包括:
S101、获取经过线下门店的用户的终端设备的mac地址;
其中,终端设备包括手机、平板电脑等。
S102、匹配出互联网平台中与mac地址对应的用户画像数据;
S103、根据用户画像数据确定不同用户的购物偏好;
S104、根据购物偏好向不同用户推送线下门店对应的产品推广消息。
其中,产品推广消息与每个用户的购物偏好一一对应。
推广消息包括通过线下门店的广告宣传显示屏向用户展示的产品广告消息、客户端的推送消息和手机短信中的至少一种。
具体地,通过获取来往经过线下门店的用户的手机中mac地址,然后将mac地址传输至线下门店的数据存储系统中;再通过数据存储系统将该mac地址经过云端接口传输至互联网平台中进行匹配,当匹配成功后,互联网平台将该用户的用户画像数据(如性别:男;年龄:30-35;需求:品牌A型号B的手机;购买意向:9分;促销敏感度:中等;消费能力:强劲)反馈至线下门店的数据存储系统,线下门店的数据存储系统再根据用户的用户画像数据针对性地推送该用户喜欢或者偏好的产品的广告信息,例如,通过线下门店外的广告宣传显示屏显示广告(如:“线下门店A,品牌A型号B的手机超值活动,购机赠送1000原话费,欢迎到店体验购买”)等方式,从而增加用户进店率,提升了用户体验。
本实施例中,通过获取来往经过线下门店的用户的终端设备的mac地址,获取任一用户的购物偏好,再根据购物偏好向用户推送对应的产品推广消息,从而达到给客户提供精准的服务,向不同的用户针对性展示不同的营销广告的目的,提高了用户满意度,有助于维系老用户,更有利于线下门店的长期运营。
实施例2
如图2所示,本实施例的线下门店运营的控制方法是对实施例1的进一步改进,具体地:
线下门店安装有Wi-Fi探针,步骤S101包括:
S10101、采用Wi-Fi探针扫描经过线下门店的用户的终端设备,并获取终端设备的mac地址。
步骤S102包括:
S1021、匹配出互联网平台中与mac地址对应的用户账号数据;
S1022、根据用户账号数据获取用户画像数据。
步骤S102之后包括:
S105、获取线下门店的地址数据;
其中,用户画像数据包括用户身份数据、用户地址数据、用户采购数据、用户使用的手机型号数据等;具体地,用户身份数据包括性别、年龄、教育程度、工作类型等;用户地址数据包括工作地点、居住地点、经常拜访的地址等;用户采购数据包括消费内容、消费能力、消费活跃度、消费方式、产品促销敏感度、近期在客户端浏览的产品、购买意向等。
另外,还可以根据在线下门店实际登记的用户数据修正、丰富用户画像数据。
步骤S105之后还包括:
S106、根据用户地址数据与线下门店的地址数据,计算得到用户地址与线下门店之间的距离;
S107、判断距离是否小于设定阈值,若是,则确定用户为线下门店周边的用户;
S108、根据线下门店周边的每个用户的用户身份数据,将线下门店周边的多个用户划分为线下门店周边的不同类型的人群;
S109、根据不同类型的人群中的每个用户的用户画像数据确定不同类型的人群的购物偏好;
S1010、根据购物偏好向不同类型的人群推送线下门店对应的产品推广消息。
步骤S108之后还包括:
S1011、根据不同类型的人群中的每个用户的用户地址数据确定线下门店周边的不同类型的人群所属的不同区域;
当根据购物偏好向不同类型的人群推送线下门店的产品推广消息时,产品推广消息包括客户端的推送消息、手机短信、向不同类型的人群所属的不同区域推送的产品宣传单中的广告消息和公交站台的广告牌中的广告消息中的至少一种。
下面结合一个实例具体说明:
如图3所示,表示线下门店A周边的不同的机构、所有小区、所有景点等在线下门店A的采购情况;横轴表示不同的机构(如医院、酒店等)、小区等,纵轴表示在线下门店A的消费的产品数量,a1表示人数,L1表示订单数。
如图4所示,分别表示线下门店A周边的不同小区在线下门店A的采购情况;横轴表示不同小区(安慧里、千鹤家园等),纵轴表示在线下门店A的用户采购的产品数量, a2表示人数,L2表示订单数。
如图5所示,分别表示线下门店A周边的不同景点在线下门店A的采购情况;横轴表示不同小区(地坛公园、奥林匹克公园等),纵轴表示在线下门店A的用户采购的产品数量,a3表示人数,L3表示订单数。
如图6所示,分别表示线下门店A周边的不同学校在线下门店A的采购情况;横轴表示不同小区(清华大学、中国人民大学等),纵轴表示在线下门店A的用户采购的产品数量,a4表示人数,L4表示订单数。
综上可以得知,线下门店A周边的区域主要包括写字楼区域、居民区、学校区域、景区等,这些不同区域分别对应的人群包括写字楼的办公人员、小区的居民、学校的学生、景点的游客等。
如图7所示,为线下门店A的用户在一段时间的整体购物偏好分布情况,横轴表示不同种类的产品,纵轴表示在一段时间内线下门店A中不同产品的订单数量。可以得知,线下门店A的整体购物偏好主要包括食品饮料、个性美妆护理、电脑、办公用品、图书等,为用户采购量最大的产品。
其中,如图8所示,在偏好的食品饮料中,调味品、坚果炒货、休闲零食的需求量大。
如图9所示,在偏好的个性美妆护理产品中,纸品湿巾、衣物清洁产品、家庭清洁产品比较比较受欢迎。
另外,如图10所示,表示线下门店A周边的所有小区的居民的整体购物偏好;横轴表示不同种类的产品,纵轴表示产品采购量;
如图11所示,表示线下门店A周边的所有学校的学生的整体购物偏好;横轴表示不同种类的产品,纵轴表示产品采购量;
其中,如图12所示,为线下门店A周边的所有小区的居民的购物偏好的产品的分布情况;
如图13所示,为线下门店A周边的所有学校的学生的购物偏好的产品的分布情况;
由图12可知,小区的居民偏好休闲食品、粮油调味品、进口食品等;由图13可知,学校的学生更偏好进口食品、茗茶等。因此,向小区的居民有针对性地推送休闲食品、粮油调味品的产品推广消息,而向学校的学生针对性地推送进口食品、茗茶等产品推广消息。
本实施例中,通过在线下门店安装Wi-Fi探针,获取来往经过线下门店的用户的终端设备的mac地址,既得到任一用户的购物偏好,也得到线下门店周边的不同人群的购 物偏好,再根据购物偏好向用户、不同人群针对性推送产品推广消息,从而达到给客户提供精准的服务,向不同的用户针对性展示不同的营销广告的目的,提高了用户满意度,有助于维系老用户,更有利于线下门店的长期运营。
实施例3
如图14所示,本实施例的线下门店运营的控制方法是对实施例2的进一步改进,具体地:
控制方法还包括:
S1012、对于在互联网平台匹配不到与mac地址对应的用户画像数据的用户,确定用户为互联网平台的新用户;
S1013、获取新用户在第一设定时间内的位置数据;
S1014、根据位置数据确定新用户所属的线下门店周边的人群;
S1015、根据新用户所属的人群的购物偏好向新用户推送线下门店的产品推广消息。
本实施例中,通过在线下门店安装Wi-Fi探针,获取来往经过线下门店的用户的终端设备的mac地址,既得到任一用户的购物偏好,也得到线下门店周边的不同人群的购物偏好,再根据购物偏好向用户、不同人群针对性推送产品推广消息,从而达到给客户提供精准的服务,向不同的用户针对性展示不同的营销广告的目的,提高了用户满意度,有助于维系老用户;同时,对于新用户,按照其所属的人群类型的购物偏好向其推送产品推广消息,从而有助于增加新用户,更有利于线下门店的长期运营。
实施例4
如图15所示,本实施例的线下门店运营的控制系统包括mac地址获取模块1、匹配模块2、购物偏好确定模块3和消息推送模块4。
mac地址获取模块1用于获取经过线下门店的用户的终端设备的mac地址;
其中,终端设备包括手机和/或平板电脑。
匹配模块2用于匹配出互联网平台中与mac地址对应的用户画像数据;
购物偏好确定模块3用于根据用户画像数据确定不同用户的购物偏好;
消息推送模块4用于根据购物偏好向不同用户推送线下门店对应的产品推广消息。
推广消息包括通过线下门店的广告宣传显示屏向用户展示的产品广告消息、客户端的推送消息和手机短信中的至少一种。
具体地,通过获取来往经过线下门店的用户的手机中mac地址,然后将mac地址传输至线下门店的数据存储系统中;然后通过数据存储系统将该mac地址经过云端接口传输至互联网平台中进行匹配,当匹配成功后,互联网平台将该用户的用户画像数据(如 性别:男;年龄:30-35;需求:品牌A型号B的手机;购买意向:9分;促销敏感度:中等;消费能力:强劲)反馈至线下门店的数据存储系统,线下门店的数据存储系统再根据用户的用户画像数据针对性地推送该用户喜欢或者偏好的产品的广告信息,例如,通过线下门店外的广告宣传显示屏显示广告(如:“线下门店A,品牌A型号B的手机超值活动,购机赠送1000原话费,欢迎到店体验购买”)等方式,从而增加用户进店率,提升了用户体验。
本实施例中,通过获取来往经过线下门店的用户的终端设备的mac地址,获取任一用户的购物偏好,再根据购物偏好向用户推送对应的产品推广消息,从而达到给客户提供精准的服务,向不同的用户针对性展示不同的营销广告的目的,提高了用户满意度,有助于维系老用户,更有利于线下门店的长期运营。
实施例5
如图16所示,本实施例的线下门店运营的控制系统是对实施例4的进一步改进,具体地:
线下门店安装有Wi-Fi探针;
mac地址获取模块1用于采用Wi-Fi探针扫描经过线下门店的用户的终端设备,并获取终端设备的mac地址。
匹配模块2包括匹配单元21和画像数据获取单元22;
匹配单元21用于匹配出互联网平台中与mac地址对应的用户账号数据;
画像数据获取单元22用于根据用户账号数据获取用户画像数据。
控制系统还包括地址数据获取模块5、距离计算模块6、判断模块7、人群划分模块8和区域确定模块9。
地址数据获取模块5用于获取线下门店的地址数据;
其中,用户画像数据包括用户身份数据、用户地址数据、用户采购数据、用户使用的手机型号数据等;具体地,用户身份数据包括性别、年龄、教育程度、工作类型等;用户地址数据包括工作地点、居住地点、经常拜访的地址等;用户采购数据包括消费内容、消费能力、消费活跃度、消费方式、产品促销敏感度、近期在客户端浏览的产品、购买意向等。
另外,还可以根据在线下门店实际登记的用户数据修正、丰富用户画像数据。
距离计算模块6用于根据用户地址数据与线下门店的地址数据,计算得到用户地址与线下门店之间的距离;
判断模块7用于判断距离是否小于设定阈值,若是,则确定用户为线下门店周边的 用户;
人群划分模块8用于根据线下门店周边的每个用户的用户身份数据,将线下门店周边的多个用户划分为线下门店周边的不同类型的人群;
购物偏好确定模块3还用于根据不同类型的人群中的每个用户的用户画像数据确定不同类型的人群的购物偏好;
消息推送模块4还用于根据购物偏好向不同类型的人群推送线下门店对应的产品推广消息。
区域确定模块9用于根据不同类型的人群中的每个用户的用户地址数据确定线下门店周边的不同类型的人群所属的不同区域;
当消息推送模块根据购物偏好向不同类型的人群推送线下门店的产品推广消息时,产品推广消息包括客户端的推送消息、手机短信、向不同类型的人群所属的不同区域推送的产品宣传单中的广告消息和公交站台的广告牌中的广告消息中的至少一种。
下面结合一个实例具体说明:
如图3所示,表示线下门店A周边的不同的机构、所有小区、所有景点等在线下门店A的采购情况;横轴表示不同的机构(如医院、酒店等)、小区等,纵轴表示在线下门店A的消费的产品数量,a1表示人数,L1表示订单数。
如图4所示,分别表示线下门店A周边的不同小区在线下门店A的采购情况;横轴表示不同小区(安慧里、千鹤家园等),纵轴表示在线下门店A的用户采购的产品数量,a2表示人数,L2表示订单数。
如图5所示,分别表示线下门店A周边的不同景点在线下门店A的采购情况;横轴表示不同小区(地坛公园、奥林匹克公园等),纵轴表示在线下门店A的用户采购的产品数量,a3表示人数,L3表示订单数。
如图6所示,分别表示线下门店A周边的不同学校在线下门店A的采购情况;横轴表示不同小区(清华大学、中国人民大学等),纵轴表示在线下门店A的用户采购的产品数量,a4表示人数,L4表示订单数。
综上可以得知,线下门店A周边的区域主要包括写字楼区域、居民区、学校区域、景区等,这些不同区域分别对应的人群包括写字楼的办公人员、小区的居民、学校的学生、景点的游客等。
如图7所示,为线下门店A的用户在一段时间的整体购物偏好分布情况,横轴表示不同种类的产品,纵轴表示在一段时间内线下门店A中不同产品的订单数量。可以得知,线下门店A的整体购物偏好主要包括食品饮料、个性美妆护理、电脑、办公用品、图书 等,为用户采购量最大的产品。
其中,如图8所示,在偏好的食品饮料中,调味品、坚果炒货、休闲零食的需求量大。
如图9所示,在偏好的个性美妆护理产品中,纸品湿巾、衣物清洁产品、家庭清洁产品比较比较受欢迎。
另外,如图10所示,表示线下门店A周边的所有小区的居民的整体购物偏好;横轴表示不同种类的产品,纵轴表示产品采购量;
如图11所示,表示线下门店A周边的所有学校的学生的整体购物偏好;横轴表示不同种类的产品,纵轴表示产品采购量;
其中,如图12所示,为线下门店A周边的所有小区的居民的购物偏好的产品的分布情况;
如图13所示,为线下门店A周边的所有学校的学生的购物偏好的产品的分布情况;
由图12可知,小区的居民偏好休闲食品、粮油调味品、进口食品等;由图13可知,学校的学生更偏好进口食品、茗茶等。因此,向小区的居民有针对性地推送休闲食品、粮油调味品的产品推广消息,而向学校的学生针对性地推送进口食品、茗茶等产品推广消息。
本实施例中,通过在线下门店安装Wi-Fi探针,获取来往经过线下门店的用户的终端设备的mac地址,既得到任一用户的购物偏好,也得到线下门店周边的不同人群的购物偏好,再根据购物偏好向用户、不同人群针对性推送产品推广消息,从而达到给客户提供精准的服务,向不同的用户针对性展示不同的营销广告的目的,提高了用户满意度,有助于维系老用户,更有利于线下门店的长期运营。
实施例6
如图17所示,本实施例的线下门店运营的控制系统是对实施例5的进一步改进,具体地:
控制系统还包括新用户确定模块10、位置数据获取模块11和人群确定模块12。
对于在互联网平台匹配不到与mac地址对应的用户画像数据的用户,新用户确定单元10用于确定用户为互联网平台的新用户;
位置数据获取单元11用于获取新用户在第一设定时间内的位置数据;
人群确定单元12用于根据位置数据确定新用户所属的线下门店周边的人群;
消息推送模块4还用于根据新用户所属的人群的购物偏好向新用户推送线下门店的产品推广消息。
本实施例中,通过在线下门店安装Wi-Fi探针,获取来往经过线下门店的用户的终端设备的mac地址,既得到任一用户的购物偏好,也得到线下门店周边的不同人群的购物偏好,再根据购物偏好向用户、不同人群针对性推送产品推广消息,从而达到给客户提供精准的服务,向不同的用户针对性展示不同的营销广告的目的,提高了用户满意度,有助于维系老用户;同时,对于新用户,按照其所属的人群类型的购物偏好向其推送产品推广消息,从而有助于增加新用户,更有利于线下门店的长期运营。
实施例7
图18为本发明实施例7提供的一种电子设备的结构示意图。电子设备包括存储器、处理器及存储在存储器上并可在处理器上运行的计算机程序,处理器执行程序时实现实施例1至3中任意一实施例中的线下门店运营的控制方法。图18显示的电子设备30仅仅是一个示例,不应对本发明实施例的功能和使用范围带来任何限制。
如图18所示,电子设备30可以以通用计算设备的形式表现,例如其可以为服务器设备。电子设备30的组件可以包括但不限于:上述至少一个处理器31、上述至少一个存储器32、连接不同系统组件(包括存储器32和处理器31)的总线33。
总线33包括数据总线、地址总线和控制总线。
存储器32可以包括易失性存储器,例如随机存取存储器(RAM)321和/或高速缓存存储器322,还可以进一步包括只读存储器(ROM)323。
存储器32还可以包括具有一组(至少一个)程序模块324的程序/实用工具325,这样的程序模块324包括但不限于:操作系统、一个或者多个应用程序、其它程序模块以及程序数据,这些示例中的每一个或某种组合中可能包括网络环境的实现。
处理器31通过运行存储在存储器32中的计算机程序,从而执行各种功能应用以及数据处理,例如本发明实施例1至3中任意一实施例中的线下门店运营的控制方法。
电子设备30也可以与一个或多个外部设备34(例如键盘、指向设备等)通信。这种通信可以通过输入/输出(I/O)接口35进行。并且,模型生成的设备30还可以通过网络适配器36与一个或者多个网络(例如局域网(LAN),广域网(WAN)和/或公共网络,例如因特网)通信。如图18所示,网络适配器36通过总线33与模型生成的设备30的其它模块通信。应当明白,尽管图中未示出,可以结合模型生成的设备30使用其它硬件和/或软件模块,包括但不限于:微代码、设备驱动器、冗余处理器、外部磁盘驱动阵列、RAID(磁盘阵列)系统、磁带驱动器以及数据备份存储系统等。
应当注意,尽管在上文详细描述中提及了电子设备的若干单元/模块或子单元/模块,但是这种划分仅仅是示例性的并非强制性的。实际上,根据本发明的实施方式,上文描 述的两个或更多单元/模块的特征和功能可以在一个单元/模块中具体化。反之,上文描述的一个单元/模块的特征和功能可以进一步划分为由多个单元/模块来具体化。
实施例8
本实施例提供了一种计算机可读存储介质,其上存储有计算机程序,程序被处理器执行时实现实施例1至3中任意一实施例中的线下门店运营的控制方法中的步骤。
其中,可读存储介质可以采用的更具体可以包括但不限于:便携式盘、硬盘、随机存取存储器、只读存储器、可擦拭可编程只读存储器、光存储器件、磁存储器件或上述的任意合适的组合。
在可能的实施方式中,本发明还可以实现为一种程序产品的形式,其包括程序代码,当程序产品在终端设备上运行时,程序代码用于使终端设备执行实现实施例1至3中任意一实施例中的线下门店运营的控制方法中的步骤。
其中,可以以一种或多种程序设计语言的任意组合来编写用于执行本发明的程序代码,程序代码可以完全地在用户设备上执行、部分地在用户设备上执行、作为一个独立的软件包执行、部分在用户设备上部分在远程设备上执行或完全在远程设备上执行。
虽然以上描述了本发明的具体实施方式,但是本领域的技术人员应当理解,这些仅是举例说明,在不背离本发明的原理和实质的前提下,可以对这些实施方式做出多种变更或修改。因此,本发明的保护范围由所附权利要求书限定。

Claims (18)

  1. 一种线下门店运营的控制方法,其特征在于,所述控制方法包括:
    获取经过线下门店的用户的终端设备的mac地址;
    匹配出互联网平台中与所述mac地址对应的用户画像数据;
    根据所述用户画像数据确定不同用户的购物偏好;
    根据所述购物偏好向不同用户推送所述线下门店对应的产品推广消息。
  2. 如权利要求1所述的线下门店运营的控制方法,其特征在于,所述用户画像数据包括用户地址数据和用户身份数据;
    所述控制方法还包括:
    获取所述线下门店的地址数据;
    所述匹配出互联网平台中与所述mac地址对应的用户画像数据的步骤之后还包括:
    根据所述用户地址数据与所述线下门店的地址数据,计算得到用户地址与所述线下门店之间的距离;
    判断所述距离是否小于设定阈值,若是,则确定用户为所述线下门店周边的用户;
    根据所述线下门店周边的每个用户的所述用户身份数据,将所述线下门店周边的多个用户划分为所述线下门店周边的不同类型的人群;
    根据所述不同类型的人群中的每个用户的所述用户画像数据确定所述不同类型的人群的购物偏好;
    根据所述购物偏好向所述不同类型的人群推送所述线下门店对应的产品推广消息。
  3. 如权利要求2所述的线下门店运营的控制方法,其特征在于,所述控制方法还包括:
    对于在所述互联网平台匹配不到与所述mac地址对应的用户画像数据的用户,确定用户为所述互联网平台的新用户;
    获取所述新用户在第一设定时间内的位置数据;
    根据所述位置数据确定所述新用户所属的所述线下门店周边的人群;
    根据所述新用户所属的人群的购物偏好向所述新用户推送所述线下门店的所述产品推广消息。
  4. 如权利要求1-3中至少一项所述的线下门店运营的控制方法,其特征在于,所述线下门店安装有Wi-Fi探针;
    所述获取经过线下门店的用户的终端设备的mac地址的步骤包括:
    采用所述Wi-Fi探针扫描经过所述线下门店的用户的所述终端设备,并获取所述终端设备的所述mac地址。
  5. 如权利要求1-4中至少一项所述的线下门店运营的控制方法,其特征在于,所述匹配出互联网平台中与所述mac地址对应的用户画像数据的步骤包括:
    匹配出所述互联网平台中与所述mac地址对应的用户账号数据;
    根据所述用户账号数据获取所述用户画像数据。
  6. 如权利要求1-5中至少一项所述的线下门店运营的控制方法,其特征在于,当根据所述购物偏好向用户推送所述线下门店的所述产品推广消息时,所述推广消息包括通过所述线下门店的广告宣传显示屏向用户展示的产品广告消息、客户端的推送消息和手机短信中的至少一种。
  7. 如权利要求2所述的线下门店运营的控制方法,其特征在于,所述根据所述线下门店周边的每个用户的所述用户身份数据,将所述线下门店周边的多个用户划分为所述线下门店周边的不同类型的人群的步骤之后还包括:
    根据所述不同类型的人群中的每个用户的所述用户地址数据确定所述线下门店周边的不同类型的人群所属的不同区域;
    当根据所述购物偏好向所述不同类型的人群推送所述线下门店的所述产品推广消息时,所述产品推广消息包括客户端的推送消息、手机短信、向所述不同类型的人群所属的不同区域推送的产品宣传单中的广告消息和公交站台的广告牌中的广告消息中的至少一种。
  8. 如权利要求1-7中至少一项所述的线下门店运营的控制方法,其特征在于,所述终端设备包括手机和/或平板电脑。
  9. 一种线下门店运营的控制系统,其特征在于,所述控制系统包括mac地址获取模块、匹配模块、购物偏好确定模块和消息推送模块;
    所述mac地址获取模块用于获取经过线下门店的用户的终端设备的mac地址;
    所述匹配模块用于匹配出互联网平台中与所述mac地址对应的用户画像数据;
    所述购物偏好确定模块用于根据所述用户画像数据确定不同用户的购物偏好;
    所述消息推送模块用于根据所述购物偏好向不同用户推送所述线下门店对应的产品推广消息。
  10. 如权利要求8所述的线下门店运营的控制系统,其特征在于,所述用户画像数据包括用户地址数据和用户身份数据;
    所述控制系统还包括地址数据获取模块、距离计算模块、判断模块和人群划分模块;
    所述数据获取模块用于获取所述线下门店的地址数据;
    所述距离计算模块用于根据所述用户地址数据与所述线下门店的地址数据,计算得到用户地址与所述线下门店之间的距离;
    所述判断模块用于判断所述距离是否小于设定阈值,若是,则确定用户为所述线下门店周边的用户;
    所述人群划分模块用于根据所述线下门店周边的每个用户的所述用户身份数据,将所述线下门店周边的多个用户划分为所述线下门店周边的不同类型的人群;
    所述购物偏好确定模块还用于根据所述不同类型的人群中的每个用户的所述用户画像数据确定所述不同类型的人群的购物偏好;
    所述消息推送模块还用于根据所述购物偏好向所述不同类型的人群推送所述线下门店对应的产品推广消息。
  11. 如权利要求10所述的线下门店运营的控制系统,其特征在于,所述控制系统还包括新用户确定模块、位置数据获取模块和人群确定模块;
    对于在所述互联网平台匹配不到与所述mac地址对应的用户画像数据的用户,所述新用户确定单元用于确定用户为所述互联网平台的新用户;
    所述位置数据获取单元用于获取所述新用户在第一设定时间内的位置数据;
    所述人群确定单元用于根据所述位置数据确定所述新用户所属的所述线下门店周边的人群;
    所述消息推送模块还用于根据所述新用户所属的人群的购物偏好向所述新用户推送所述线下门店的所述产品推广消息。
  12. 如权利要求9-11中至少一项所述的线下门店运营的控制系统,其特征在于,所述线下门店安装有Wi-Fi探针;
    所述mac地址获取模块用于采用所述Wi-Fi探针扫描经过所述线下门店的用户的所述终端设备,并获取所述终端设备的mac地址。
  13. 如权利要求9-12中至少一项所述的线下门店运营的控制系统,其特征在于,所述匹配模块包括匹配单元和画像数据获取单元;
    所述匹配单元用于匹配出所述互联网平台中与所述mac地址对应的用户账号数据;
    所述画像数据获取单元用于根据所述用户账号数据获取所述用户画像数据。
  14. 如权利要求9-13中至少一项所述的线下门店运营的控制系统,其特征在于,当所述消息推送模块根据所述购物偏好向用户推送所述线下门店的所述产品推广消息时,所述推广消息包括通过所述线下门店的广告宣传显示屏向用户展示的产品广告消息、客 户端的推送消息和手机短信中的至少一种。
  15. 如权利要求9中所述的线下门店运营的控制系统,其特征在于,所述控制系统还包括区域确定模块;
    所述区域确定模块用于根据所述不同类型的人群中的每个用户的所述用户地址数据确定所述线下门店周边的不同类型的人群所属的不同区域;
    当所述消息推送模块根据所述购物偏好向所述不同类型的人群推送所述线下门店的所述产品推广消息时,所述产品推广消息包括客户端的推送消息、手机短信、向所述不同类型的人群所属的不同区域推送的产品宣传单中的广告消息和公交站台的广告牌中的广告消息中的至少一种。
  16. 如权利要求9-15中至少一项所述的线下门店运营的控制系统,其特征在于,所述终端设备包括手机和/或平板电脑。
  17. 一种电子设备,包括存储器、处理器及存储在存储器上并可在处理器上运行的计算机程序,其特征在于,所述处理器执行计算机程序时实现权利要求1-8中任一项所述的线下门店运营的控制方法。
  18. 一种计算机可读存储介质,其上存储有计算机程序,其特征在于,所述计算机程序被处理器执行时实现权利要求1-8中任一项所述的线下门店运营的控制方法的步骤。
PCT/CN2020/070015 2019-01-21 2020-01-02 线下门店运营的控制方法、系统、设备和存储介质 WO2020151471A1 (zh)

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