Chow Tai Fook relies on technological innovation to set up special teams to collect data to increase sales efficiency

When it comes to jewellery, many people still feel that their operating tradition is old. However, many retailers have faced the impact of the new era. They have actually changed their minds and actively used science and technology to innovate the traditional jewellery retail industry. Zhou Dafu (01929), who has more than 2,000 branches in China and Hong Kong, had used smart devices to collect data and analyze consumer behavior since the previous year. When managing director Huang Shaoji accepted the exclusive interview with the newspaper, he expressed the hope that in the future, more in-depth analysis could be made. Understand customer preferences, in order to increase sales and operating efficiency.

Smart customer service records consumer behavior

From the year before last, Chow Tai Fook has gradually installed the “Smart tray” in more than 70 stores in Hong Kong. As long as the accessories are placed on the tray, the computer will automatically detect which item it belongs to and display relevant information. Even the time the customer took up the goods can be recorded. According to Chow Tai Fook’s analysis of millions of transaction data in one year, there are many interesting findings. For example, the average customer will choose five items for comparison in the shop, and it will only take about 20 minutes to decide which item to buy. Just choose to buy back the first fancy jewelry. “This is big data. It helps us understand the behavior of our customers and it makes my business more accurate."

Huang Shaoji added that “the system can check the transaction rate, but the transaction data is actually more important." The group has now set up a special data team and has three data centers in the Mainland to collect production, sales, customer service and The market is waiting for important data. The next step is for specialized analysts to classify and reserve data for research and use to facilitate access by different departments and project teams.

In addition to the intelligent customer service panel, Huang Shaoji said that the first step of the group’s early years was to put RFID tags on the entire line of products, which could be applied to spot goods and confirm inventory status, which would help improve the shop’s work. The process saves a lot of paperwork in the past. “Before opening a shop, changing shifts, and taking jobs every time, each person must use at least half a minute to one clock to order goods. This is actually a waste of time. It can be turned into production capacity," Huang Shaoji said. Technology also helps at the security level.

All of its Hong Kong and Macau branches are equipped with

Huang Shaoji said that the current smart customer service plate has penetrated all its Hong Kong and Macau stores, with about 4 to 5 ordinary branch stores, and 7 to 8 large branch stores. The goal is that every salesperson must receive customers in the process. Only use the smart service plate to collect every transaction data. The group plans to upgrade the smart service plate this year to a second generation that is more compact and more functional.

As far as capital investment is concerned, Huang Shaoji refers to each smart dish offering of approximately RMB 10,000, but each item of expenditure cannot be calculated independently because the entire process requires RFID tags to collude with store operations, logistics, and sales of the overall process system. The statistics back-end and human resources are analyzed. “Reliance on human analysis is eager. In the future, AI (artificial intelligence) and Robotics (robots) may be used,” and they say “Of course, regardless of cost, the amount of investment will be in the hundreds of millions. meter".