The stamina of the development of the digital economy can be seen at a glance by looking at the live broadcast of the past two years. However, behind the consumer spree, there may be some things you don’t know.
How are you accurately recommended? How does the business make the “unexplored prophet” understand your needs?
Perhaps the “butler economy” described by Chuck Martin can give you a peek. As Chuck Martin wrote, in the future, billions of interconnected sensors installed around the world will collect real-time consumer data day and night. With the blessing of massive data, businesses will have more demand for consumers. To obtain more precise insights and predictions.
In the age of data tracking, you may not know yourself the most.
Ronald Harry Coase, the originator of economics and the Nobel Prize winner in economics, once said: “If you torture data to a certain extent, it will confess everything.” I
wonder if you have read such a news. There is a male customer. I went to a Target store to complain that the store even sent coupons for baby products to his daughter who was still studying, but the father communicated further with his daughter and found out that his daughter was really pregnant.
In fact, tracking is not a new thing, but sensors have made tracking a qualitative leap. It can correlate the positions of people, places, and objects. After accumulating the collected information, it can paint a vivid image. For example, the behavioral characteristics of consumers under different conditions such as time, location, distance, inventory, price, and even weather.
It can be said that it is sneaking into the corners of your life in a “moisturizing and silent” way. When you enter the store, when you are close to the specials, or when you go on a daily trip, boarding or boarding, it will keenly capture your information. After analysis and calculation, this information will evolve into a piece of editing. “Private customized” product push messages are sent to your mobile phone, however, these are just the beginning.
At present, it seems that the penetration of sensors is far more than that. At least from the book of Chuck Martin, we know that sensors are not only installed on the goods consumers buy home, but can even be implanted in the human body. People only need to wave it. Fingers can complete a series of instructions such as purchasing goods or opening the door.
If you have been to an Amazon unmanned supermarket, perhaps your experience will be more profound.
To enter the Amazon unmanned convenience store, you only need to complete the identity verification with your mobile phone to start shopping; when the shopping is completed and you leave the store, you do not need to go to the counter to check out, and the automatic checkout system will directly transfer the related fees from your Amazon account Deducted. This is a new consumption model that is different from the common self-service scanning + self-service payment.
Of course, if such a “ubiquitous” sensor is improperly handled during use, it will infringe on the privacy of consumers. This is also the crux of consumers’ most worry and some scholars denounced the sensor.
Therefore, the author Chuck Martin also clearly mentioned that in reality, sensors must not be used unscrupulously. All major manufacturers must explicitly consult consumers and obtain their permission for this personal location tracking service before collecting their information. .
For companies, what they should do more is to increase the value of their products and make consumers willing to make a statement about it, otherwise this technology can only be confined to the laboratory.
When “voluntary” becomes “contract”
Chuck Martin wrote, “In this era of the third technological revolution, the original concept of “voluntary” will eventually be eliminated and replaced by the concept of “contract.” I
believe that many friends who have experienced the “Double Eleven” A word “Don’t sleep” echoed in my head every day! Li Jiaqi knocked on the gong at midnight in the live broadcast room to wake everyone up, waiting to “buy it”!
What we need to understand is that for different business models, sensors can have completely different uses, and these uses are almost limitless.
Just as the book mentioned that “customers who keep entering and leaving stores and wandering in the shopping area are of great significance to the retail industry.” Similarly, when you enter the live shopping room, even if you do not buy anything, it has already provided an opportunity for sensor applications. There should be many such examples around us. We walked into the live broadcast room under the banner of “watching the excitement”, and the results were all “really fragrant” scenes.
In my opinion, the “chain reaction” of the event may be the real benefit of the business. Collect information through sensors and analyze a large amount of data to gradually make a three-dimensional portrait of your consumer behavior habits. This is to lay the groundwork for the subsequent “contract” generation.
Although you may not realize it, it is true. According to the “contract” concept, manufacturers must convince consumers that their “value proposition” is significant, so consumers agree to accept product interactions at the right time and in the right way. This “contract” may seem to be entirely up to you, but in fact, the merchant has already pre-judged your consumption behavior without you knowing it.
For example, Target mentioned above, its statisticians have tested and analyzed the consumption behavior of pregnant women, and have come to some very useful conclusions: pregnant women will buy a lot of tasteless after the first trimester of pregnancy. Body lotion; sometimes in the first 20 weeks, pregnant women will supplement nutrients such as calcium, magnesium, zinc; many customers will buy soap and cotton balls, but when a woman buys hand sanitizer and towels, she suddenly starts to buy unscented soaps With the cotton balls in large packages, it means that their due date is coming.
This may be what the author Chuck Martin emphasized. The value of the sensor is not its technology, but the brand-new capabilities it brings will bring brand-new businesses and businesses based on the current, past and likely location information of consumers. Consumer interaction methods.
More intimate than a good butler
What I have to mention in 2020 should be the “popular economy” and the “home economy”. This may be why the live broadcast of celebrities such as Li Jiaqi and Wei Ya can cause such a big ripple.
Li Meng, the founder of IMS, said: Internet traffic in the past 20 years has mainly originated from “hit human weakness” or “hit user addiction”, but in my opinion, the future of the celebrity economy and home economy ecology , Not by “following human weakness”, but by “hit people’s most subtle psychological needs.”
For example, the new generation of consumers is more pursuing individuality and paying more attention to personal feelings; late marriage or non-marriage, advocating freedom; social first, brand trust will only be generated in small circles; especially willing to spend money on things they care about, such as growing flowers , Pets, it is easy to form a rigid demand for favorite things, such as 3,000 yuan gaming headsets and Airpods.
So, how can we accurately “hit people’s most subtle psychological needs”?
The author Chuck Martin wrote in the chapter “Smart Home Beyond Imagination”, “Once consumers own a smart home device, their behavior and expectations will begin to change, and this change will also affect Their expectations of other companies”.
In other words, when a consumer experiences the changes brought about by a smart home, he may not only be satisfied with the status quo. The deeper needs in his heart need to be further tapped, even he does not know or is difficult to describe, and the company To be able to accurately judge and realize.
According to a survey of 1,000 American adults living in single-family houses or urban apartments, more than half (53%) of consumers have experienced package theft outside their doors.
This research was commissioned by Comcast to conduct research by Wakefield Research, in order to use the results of the survey as the basis for the development of indoor and outdoor cameras for Xfinity Home, its smart home platform.
Comcast concluded that there will be more home appliances available for consumers to purchase and install in the future, including video doorbells (20%), smart thermostats (18%) and live streaming home security cameras (18%) ). Among them, video doorbells (37%), live streaming media home security systems (35%) and home security cameras that can record short videos (33%) are considered the most useful smart devices. The most important reason is that smart cameras can deter potential package thieves.
This also hits the consumer’s most need for a sense of security, not only to retain evidence when stolen, but to truly act as a deterrent and prevent trouble before it happens.
Accurately “free your hands”
If technological innovation has paved a highway for “consumerism,” then the live broadcast of “Red Man Economy” is undoubtedly the train that drives “consumerism” to a high speed.
So how did we get into this “high-speed train”?
According to Chuck Martin, the commercial Internet of the World Wide Web allows consumers sitting in front of computers to search, interact, and obtain information within their own time frame. Smart phones have liberated consumers, allowing them to connect to the Internet anytime, anywhere, search for any information or services they currently need, and share them with each other.
At the same time, network iteration also allows people to interact with technology in one way or another, which also makes the relationship between supply and demand break through the constraints of time and space. Consumers’ hesitation time when choosing consumption becomes shorter, and the tendency of group consumption is greatly improved. In addition, the cost of impulsive consumption has become lower. The returnable mechanism of online shopping platforms and the emergence of idle fish resale platforms are both the thrust to accurately encourage consumers to make impulsive consumption.
Is such a fast-paced consumption model, even a consumption cycle that cannot be “five minutes” from the purchase, is really conducive to the construction of healthy consumerism? Maybe sometimes we need to reflect appropriately.
As mentioned in the book, the hope is to balance the hype and expectations of artificial intelligence. “Although many companies invest money in the Internet of Things and artificial intelligence, these companies are also aware of the excessive hype in these two areas. Various IoT markets have shown broad prospects, but behind all the prospects, It is a challenge to realize good expectations.”
Similarly, while enjoying the sales dividends brought by technological innovation, companies should also shoulder corresponding responsibilities. This is not only to protect the rights and interests of consumers, but also to beneficiaries in the longer term. It is still the enterprise itself.
You must know that although the “housekeeper economy” proposed by Chuck Martin is also closely related to “speed”, it is not “intrusive” and more “intelligent”.
Consumers will receive relevant information, short messages and services created and provided in advance, which will create a new era of “predictive marketing”. While protecting the rights and interests of consumers, enterprises maximize the use of information generated by sensors to determine in advance what customers are most likely to need, thereby improving consumer shopping efficiency and consumer shopping experience.
For example, during the epidemic, when consumer consumption behaviors were restricted, JD Daojia created a convenient, small warehouse logistics and merchant resource sharing service system; MINISO responded quickly and immediately launched “contactless delivery” to satisfy everyone Daily needs also ensure contact safety; Yonghui Supermarket, Carrefour, and Wumart Supermarket use their own community service resources to enhance the flexibility of logistics and warehousing turnover.
In this era, companies should reformulate consumer-oriented strategies. Different from the tradition of companies rating consumers, it is now consumers who evaluate and rate companies. Companies should rethink how to interact with customers and provide more comprehensive and continuous service methods.