李胤乐 (Rocky)

李胤乐 (Rocky)

首席技术官, FlyingCodes™ 的“大脑”

Rocky具有超过8年的专业电子设计公司工作经验和丰富的软件产品开发经验的硬件制造知识。Rocky也有丰富的项目管理经验,并指导和监督产品开发和制造技术团队。他对FlyingCodes™技术的实现起了积极的推动作用。

Rocky亦是一个优秀的“手球”运动员,这使他有永不放弃的心态,良好的团队精神。

龚必刚

龚必刚

中国区运营总监

龚先生拥有超过10年的企业管理和公司法律法规的经验,他在中国企业的各个方面,包括运作管理和项目规划等领域有渊博的知识和实操经验。
龚先生拥有中国法律学士学位,熟悉中国公司法律法规。

宋小熠 (Ben)

宋小熠 (Ben)

中国西南区市场总监

从小跟随做为职业军人的父亲来到中国西南,传承了军人世家的基因,拥有着来源于军人因子的毅力和恒心; 宋先生在西南区从事多年的市场推广工作经验, 有着无可比拟的人脉关系和社会关系,有良好的资源转化能力和项目实施能力。

郭钰琪 (Richy)

郭钰琪 (Richy)

高级系统工程师

作为的核心技术研发工程师,负责系统设计与开发; 具有良好的沟通能力,对技术有激情,具备团队协作精神,有实际的项目操作经验。

Study shows 74% of website traffic driven by OOH campaign came from mobile!

Study shows 74% of website traffic driven by OOH campaign came from mobile!

For a couple of years now we’ve been evangelizing the natural link between out of home advertising and mobile search/devices.  And now the numbers are in to back that up.

Search is going Mobile:

One of the long standing pillars on the effectiveness of out of home has been the fact that consumers spend 70% of their waking hours outside the home. Now that so many of them are carrying smartphones it means they are spending that time walking around with a computer—and a direct, immediate link to the advertiser—in their hand.

In October of 2015 Google officially announced that more Google searches were taking place on mobile devices than on desktop.  This shift to mobile indicates a fundamental change in how we interact with computing.  It also indicates an important change in when, and more importantly where, we are searching for information.

But despite all this growth in mobile search, the last couple of years have been challenging for digital advertising.  Numerous studies have been released with significant findings such as:

  • 54% of online ads are not viewable (comscore, Viewability Benchmarks 2013),
  • As much as 61.5% of “viewers” were not human at all, but bots. (Incapsula, Bot Traffic Report)

A study released at the end of 2015 calculated that a new botnet called Xindi could cost advertisers as much as 3 billion dollars in fraudulent advertising by the end of 2016.

Coincidentally, the OAAA (Outdoor Advertising Association of America) was conducting an experiment around the same time “meant to demonstrate the role that out of home (OOH) advertising can play in driving digital engagement” while “exploring the interactions between the real world and digital media.”

Advertising in the REAL world:

This groundbreaking study called “Feel the Real” was aimed at probably the most jaded audience possible – the advertising community itself.  The core message of the campaign “This Ad Is Real”, was clear, simple, and direct, and provided a knowing nod to the challenges presented by digital advertising. It directed traffic to the campaign’s website http://feelthereal.org/ . Variations on the core message tapped into local landmarks, the “real” nature of physical spaces like buses and transit shelters, and even specific influential agency personnel.

news-20160315-001

When they arrived at the site, users went through a multi-stage test to verify that they were real people, and went on to be informed about the capabilities of OOH to drive digital traffic.

The campaign results speak for themselves:

95% of visitors were verified as human

85% of those landing on the “Feel The Real” site said they arrived after seeing an OOH ad

74% of visitors to the campaign’s site were from mobile devices, showing a direct connection between OOH and mobile activity

Driving Consumer (or Media Buyer) Behavior:

The OOH industry was having a good year through the first three quarters of 2015 with an average 4.4% growth over the previous year. Then the Feel the Real campaign took place. During the run the growth rate jumped to 6.6%.  This incremental increase in sales may not seem huge at first glance, but it amounted to over $23 million in additional sales from a relatively short campaign.

Not only did the campaign reach its intended audience (media buyers), and drive traffic to the site, it also helped increase awareness and sales.  If OOH can have such a significant impact on the behavior of such a specific audience—who are among the most skeptical around—imagine what it can do for more receptive consumers.

A recent Nielsen study showed that 33% of consumers have searched for an advertiser on their mobile device after seeing an OOH ad (Nielsen, Out of Home Study, 2016). With numbers as compelling as these it’s clear that advertisers need to consider OOH as an essential part of their media plans.

As Jim Spaeth, Chief Product Officer for research group Reality Mine noted in a recent article, ”OOH is often the first step on the path to purchase… (and) brands can secure shopper engagement with an effective hand-off from OOH to mobile… a key success strategy for brands and retailers… “

It’s clear that OOH & mobile are primed to become integral partners in reaching consumers outside the home, and driving search and engagement via their mobile devices. Advertisers are clearly spending significant resources optimizing their digital strategy, placement, creative, social media content, etc.  The question then is, are they spending the same amount of time optimizing the out of home plan?

Out of home has an existing footprint of various media that can intersect with audiences in a highly targeted—and very cost effective—way. Connections to consumers can be created with greater efficiency when OOH and digital/mobile strategies are combined. If out of home media can be such an effective driver for mobile and digital shouldn’t it be just as front of mind as the digital plan?

source: http://www.emcoutdoor.com/blog/2016/06/study-shows-74-of-website-traffic-driven-by-ooh-campaign-came-from-mobile/

中国户外广告产业发展的十大趋势

中国户外广告产业发展的十大趋势

近年来,我国户外广告产业保持高速增长的态势。户外媒体已经成为继电视、网络媒体之后的第三大广告媒体。随着中国经济的快速增长和国家新型城镇化战略的实施,中国户外广告产业蕴含巨大的发展潜量和发展机遇。

当前,中国户外广告产业发展主要呈现以下十大趋势。

一、新型城镇的户外媒体资源争夺成为焦点

国家新型城镇化战略的实施,为中国户外广告产业发展带来新的发展机遇。城镇户外广告空间资源的增加,为广告主拓展城镇市场提供媒介平台。当前,一、二线城市的户外媒体资源基本饱和,三、四线城镇则处于欠市场开发阶段。一、二线城市的户外媒体面临存量调整,而三、四线城镇户外媒体则面临增量扩容。随着新型城镇化推进和广告主市场下沉,围绕三、四线城镇的资源争夺加剧。户外媒体公司需要提高新型城镇化战略对于户外媒体转型发展的战略意义,对于国内大型户外媒体集团而言,城镇市场的拓展无疑大大提高市场势力;对于区域小型户外媒体公司而言,城镇户外资源开发可以更好地贴近服务。建立全国新型城镇户外媒体广告资源联播平台网,为资源整合与交易提供便利,成为行业发展的现实需要。新型城镇化是以人为本的城镇化,新型城镇的户外广告同样需要以人为本。户外广告需要与新型城镇的整体规划深度融合,从而规避政府治理的风险。新型城镇化建设要求政府转变职能和提高管理水平,推进服务型政府建设,同时要求政府主管部门必须科学合理的规划户外广告空间布局,建立户外广告资源的公开交易机制,增加户外资源交易透明度,积极吸引国内外大型户外媒体集团参与新型城镇户外媒体资源的公开竞标。

二、多屏时代的户外媒体资源呈现整合态势

广告业已经进入一个多屏互动的时代,传统电视、网络视频、移动视频、楼宇电视户外媒体等构成了一个大视频的媒介环境,多屏整合已经成为广告界的共识。传统的观点将户外媒体作为传统媒体的补充性媒介,在多屏时代,户外视频媒体将会成为主导性的广告媒介,如何以户外视频媒体为主导,整合其他视频媒体,成为一个全新的课题。多屏整合的优势表现在:不同视频媒体拥有不同的受众,多屏整合可以提高广告到达率;多屏整合还可以提高广告到达频次,提高广告的曝光度,增强消费者的品牌印象和购买意向。多屏整合的困难表现在:缺乏科学的多屏整合优化工具,影响视频媒体组合投放的效果;缺乏第三方广告效果评估,使得视频媒体组合投放效果无从测定。多屏整合的出路在于:要提升多屏整合的广告效果,提高广告主的投资回报率,亟需开发科学的多屏整合优化工具,引入第三方广告效果评估机制。例如,秒针系统(Miaozhen Systems)、精硕科技(AdMaster)和泰一指尚(AdTime)等公司在跨屏整合优化领域做了有益的探索。

 

三、大数据的应用使得户外广告更趋精准化

大数据营销不仅是一种全新的营销理念,更是一种全新的营销实践。技术的发展为户外媒体公司的大数据营销提供了可能,也成为产业发展的必需。传统的户外广告是针对大众进行的传播,大数据时代将更加个人化、精确化。传统户外广告的受众信息大都是通过受众调查和专业仪器获得,而这种信息是零散的、小规模的数据,是一种小数据。大数据时代户外广告则更趋精准化,户外媒体公司可以利用大数据技术获得更多消费者个人化的信息,如个人特征、媒介接触、消费行为等,从而更加精准的进行户外广告的策划与创意,同时更加精准的进行户外媒体的组合投放。大数据的应用并不否定小数据的价值,实现大数据与小数据的结合,是户外媒体企业的新课题。互动户外广告显示屏的大量投放,手机与户外广告的组合推广,为户外媒体公司收集受众信息提供了便利。户外媒体公司可以利用先进的数据采集装置,对获取的大数据进行分析研究,从而为广告客户提供更具实效性、投资回报率更高的媒介策略。目前,大数据大都存在于各个户外媒体公司内部,如何实现大数据资源的整合和利用,是户外媒体大数据应用需要重点解决的问题。同时,大数据也会改变户外媒体传统按位置定价的方式,有价值的目标受众规模将成为户外媒体定价的重要考量指标。大数据的应用与个人隐私的保护,是大数据时代企业共同面临的伦理困境,更好地处理两者之间的关系,也是户外媒体公司未来发展需要考虑的问题。

四、户外媒体数字化转型成为产业必然趋势

数字户外媒体已经成为户外媒体经营增长最快的领域。数字技术的发展为户外媒体的数字化转型提供了技术支持。数字技术的发展以及受众数字媒介接触习惯的改变,使得户外媒体数字化转型成为可能和必需。受众已经进入了一个读图时代,这个时代的显著特征就是浅阅读、娱乐化、互动参与。相比较传统的户外广告大牌而言, 数字户外媒体有了更多互动创意的空间。数字户外媒体的大数据应用也使得户外广告的投放可以更加精准和灵活。户外媒体的数字化转型包括两层含义:一是户外媒体公司的数字化思维;二是户外媒体介质数字化转型的实践。从数字化思维的角度来看,所有的户外媒体公司在数字时代都需要建立一种数字化思维,积极运用数字技术来更好地为广告主提供科学解决方案;从户外媒体介质的数字化转型角度来看,或是新技术融入传统户外媒体,或是数字户外媒体的开发与应用,如触摸屏的人机互动技术在出租车上的大面积普及,AR、LBS、QR等新技术在户外媒体领域的应用,都赋予了户外广告新的活力和产业机遇。数字户外媒体的发展,要求户外媒体公司提供更加科学的调研、监测与效果评估广告效果监测。同时,也并非要求所有的户外媒体实现数字化,传统的户外大牌仍然有发展的空间,优秀的广告创意和媒介创意仍然是户外媒体产生效果的关键。

五、互动体验式户外广告营销渐成行业主流

传统的户外广告更多是一种展示,数字时代的户外广告则需要更多互动体验。展示能够提高认知度,而互动体验可以则可以增强品牌购买意向。传统户外广告作用于受众的视觉,而互动体验式的户外广告则作用于受众的全方位感知。这种全方位感知是立体的,而非平面的;是动态的,而非静态的;是激发想象力的,而非受众置身事外的。互动体验式的户外广告不仅可以通过调动受众互动体验,强化对品牌的认知和促进购买行为发生,而且由于其独特的创意,能够在社交媒体中形成病毒传播和口碑效应,扩大户外广告影响范围。互动体验式的户外广告可以概括为四种模式,即产品融入式的互动体验、个性定制式的互动体验、活动参与式的互动体验和媒体整合式的互动体验。例如,由W+K与Mindshare、Kinetic等媒介代理一起协作完成NIKE “狂足快跑互动活动”,就是一例成功的互动体验式户外广告。这个活动将蓝牙技术与传统户外灯箱相融合,在户外针对受众传递产品 “快” 的概念与”快与赢”的推广信息。只要来到活动指定的灯箱前,打开手机蓝牙就能收到活动的提示信息。按照提示操作启动计时后,参与者便可以全力加速跑向指定的耐克专卖店。一旦进入目标区域,蓝牙会自动记录其用时并发送验证码,用此验证码登录活动网站注册即可获取成绩,每天跑得最快的参赛者赢得一双Nike Zoom鞋,并在活动灯箱和活动网站上同时公布,成为快跑传奇。

六、低碳经济驱动户外媒体公司的创新发展

发展低碳经济是国家经济战略的重要构成,户外媒体发展必须与国家经济战略深度融合。户外媒体技术公司和户外媒体代理公司开发和使用低碳环保的户外LED、LCD显示屏等,是企业社会责任的内在要求,更是现代城市建设的必然要求。户外媒体广告是城市景观的一部分,低碳环保的精彩户外广告,可以增添城市活力,美化城市环境,反之亦然。随着低碳技术的发展,市场上出现了很多低碳户外媒体,如康佳、创维、TCL、长虹等国内电子产品巨头纷纷涉足这一领域,在LED、LCD显示屏市场展开激烈角逐。未来的竞争必然是标准的竞争,在国家大力发展低碳经济的背景下,谁在低能耗、低污染、低排放的技术标准和性价比方面更占优势,谁将会成为户外媒体市场的最大赢家。户外媒体产业的发展必须符合国家经济战略和城市发展的总体规划,必须避免声光电污染对城市环境和居民生活的负面影响,从而获得可持续发展的空间。

七、户外广告与手机媒体整合推广前景广阔

根据中国互联网信息中心(CNNIC)发布的最新数据显示,截至2014年6月,我国手机网民规模达到5.27亿,手机网民规模首次超过传统PC网民规模。智能手机的互动性为户外广告带来了无限可能,数字户外开始向智能化、互动化和个性化演变,数字户外与移动手机的结合为广告注入了更多创新性和互动性,将创意与受众所在的环境紧密的联系起来,以一种极为有力的方式影响目标受众,让品牌与受众产生更深层次的活动交流,带来交互式营销体验。”户外媒体+手机智能终端+电子商务+手机支付”成为户外媒体广告营销发展的必然趋势,也必将提升户外广告价值,为户外媒体发展开辟广阔的空间。目前,NFC(Near Field Communication,近场通信)技术已经在全球范围内应用于广告宣传和促销目的,消费者只要轻点他们内置NFC的智能手机,就能获取内容,这些内容从一个简单的视频到高度定向和个人化的服务。户外广告与智能终端的融合推广,已经广泛应用到实践领域。例如,2014年3月,航美传媒在北京机场首次试验数码框架互动平台,通过短信和QR码, 使航空旅客与LED屏幕进行手机互动,以此监测广告投放效率并收取费用。另外,分众传媒计划未来在全国上载急速WIFI下载系统,覆盖到商业楼宇里,其速度之快可以在15-20秒内下载一部电影。每个人会有个类似分众小秘书的个性页面,汇集适合受众的APP。分众布局基于移动互联网概念,在其媒体覆盖的百货公司,所有产品都将可以通过用手机扫码等互动形即刻在线购买。

八、户外媒体公司通过并购与联合提升实力

并购与联合是户外媒体公司规模化发展的重要途径。户外媒体公司可以通过与其他同行业公司建立战略联盟的形式开展合作,也可以通过并购战略将资源内部化,扩大户外媒体网络,提升户外媒体公司竞争力。户外媒体领域的并购与联合表现在两个方面:一是户外媒体之间的并购与联合,以此提高媒体覆盖率。例如,2014年6月,大贺传媒6375万人币收购南京安康余下49%股权,南京安康集团主要在中国的”安康宣传栏”上从事设计、制作、发布广告及特许经营”安康宣传栏”。目前全国已建安康快告栏约8000个,覆盖近5500个小区共900万个中高收入家庭;二是户外媒体与关联行业的并购与联合,进而发展成为综合性的整合传播集团。例如,受并购分时传媒带来的业绩贡献,联建光电2014年前三季度业绩实现大幅增长,其中实现营业收入6.35亿元,同比增长48.69%,实现净利润7620.75 万元,同比增长308.18% 。2014年9 月,联建光电再度公布了购买资产公告,拟以现金及发行股份的方式购买友拓公关100%股权和易事达100%股权,并募集配套资金。公司期望借助本次并购,进入公关传播以及数字服务行业,将从原本单向的广告投放传播提升为线上、线下双向互动传播,通过公关业务和广告业务相结合,更好的为品牌客户提供全方位的服务。收购易事达后,联建光电LED 显示屏产量居国内第一,成为国内最大的LED 显示屏制造商。

九、公共信息平台与商业信息平台融合发展

户外媒体主要是作为一种商业信息平台,商业性是户外媒体的本质属性。公共信息的传播是户外媒体的衍生功能,户外媒体传播公共信息可以提升关注度和媒体价值,进而提升广告价值。从受众信息接受和媒体责任的角度来看,户外视频媒体有必要向公共信息服务渗透。首先,从受众信息接受的角度来看其功能调适的必要性。受众通过信息主要满足两种需求,一是娱乐需求,一是获取有价值的信息需求。视频媒体在信息传播过程中要充分满足受众这两方面的需求。公共信息往往是受众欲知和可能未知的信息,因而对受众具有较强的吸引力,在传播商业信息的同时,增加公共信息的内容,对于锁定受众眼球具有重要价值。其次,从媒体责任角度来看功能调适同样有必要。户外视频媒体的发展需要有良好的外部环境,政府的支持、受众的关注、企业的热投、资本的追捧等,而提供公共信息服务则能更好地实现其商业目的。另外,从现代城市发展来看,户外视频媒体作为城市数字化发展战略的重要构成,也迫切需要进行功能的调适。商业信息平台和公共信息平台的融合成为户外视频媒体发展的趋势,一些户外视频媒体通过功能的调适与重构已大大提升其传播效力和商业价值。

十、户外广告监管机制的创新与数字化管理

政府对户外广告的管理逐步开始数字化,户外广告的数字化管理将会极大提升监管效率。户外广告的数字化管理具体包括以下三方面内容,一是要求户外媒体实现数字化,二是建设户外广告牌实景三维可视化数据库,三是建立城市户外广告综合业务管理平台。通过建立实景三维可视化的城市户外广告数据库,包括广告牌的实景图片、数量、规格尺寸、发布单位、年限等内容,并与广告牌审核、执法等业务相结合,可以更好地实现城市户外广告规范化、商业化、条理化、美观化管理。例如,2014年8月,山东省德州市委托武汉立得空间数据采集公司在德州市区开展户外广告牌匾的数据采集工作,为即将开发的户外广告监管子系统做准备,该系统的建成将大大增强城市管理中对于户外广告牌匾的监管工作,信息采集员只需拍摄照片并回传监督指挥中心,系统就能根据基础数据做出对比,判断广告牌匾的设置是否符合规定,从而极大地提高了城市管理效率。

source: https://mp.weixin.qq.com/s?__biz=MzIzNzI3NjY3Nw==&mid=2247483784&idx=1&sn=f39991a2a7aea01f0b6127d24a9de664

Shoppers are changing their behavior: are you prepared for a fragmented retail future?

Shoppers are changing their behavior: are you prepared for a fragmented retail future?

In case you hadn???t noticed, things are changing in the world of retail. And not just by a little. They are changing a lot! And at its heart is a revolution in the way shoppers are shopping. If ever there was a rationale for the existence of shopper marketing, this is it, or rather, now is it! To win in the world of consumer goods, brands and retailers have to win with shoppers. And that means all marketers, whether marketing to consumers or shoppers, need to invest in understanding shoppers, segmenting shoppers, targeting shoppers and marketing to shoppers better than anyone else.

Shoppers??? behavior is shifting radically
Changes in shopper behavior are sending shockwaves through the industry, but many misinterpret and over-simplify the situation. What we are seeing in shopping behavior shifts is more than a simple move to online, and it is more than shoppers being more price sensitive. To understand shoppers properly shopper marketers must dig a little deeper to understand what has driven shoppers in the past, to better understand the likely patterns of the future.

Want to know more about understanding shoppers, creating shopper insights, marketing to shoppers and investing in retail? Join me, together with my business partner Toby Desforges, in London this July for fantastic one-day workshop ??“ The Shopper Marketing Revolution LIVE

The internet has clearly liberated shoppers from the tyranny of having to shop in the stores in a specific locality, and has helped price-conscious shoppers dig out the best deals through price comparison sites. But while that might have been the catalyst of these shifts it is an oversimplification to look at shopper behavior as a movement online. What is actually happening is a reversal of a sixty-year long trend in shopping and retail. What I???m talking about is the end of the one-stop-shop.

For decades shopping trips have coalesced into fewer and smaller shops: driving the collapse of specialist retailers and the growth of superstores and hypermarkets. At its heart was a shoppers??? desire for convenience, quality, selection and price. These superstores offered a reasonable compromise at a time when the independents they competed with didn???t. Those who look back with nostalgia on the high street of yore forget that for every quality butcher or baker, there were many who sold mediocre produce, relying on the fact that shoppers in the town had little choice about where to buy.

Shoppers are making different decisions
And that is where this shopper revolution begins. Shoppers now have choice, and they seem to be rather enjoying it. Not just a choice of buying online, but a choice of where to buy, and what to buy, and who to buy it from. A choice of which categories and brands to invest time in, and which not to. Shoppers have suddenly found themselves with more options than a shopper has ever had. And they are loving it.

Retailing is disrupted as shopping trips are fragmenting
Shoppers are smashing the one-stop-shop into pieces ??“ their shopping is fragmenting over multiple shopping trips and multiple shops. Don???t believe me? Convenience stores are booming across the world. In the UK, entertainment specialist HMV, driven into administration just a couple of years ago by the big superstore retailers and online retailers such as Amazon, now sells more music than Tesco, and is the UK???s number 2 entertainment retailer. Specialists are growing in all sorts of categories, driven by the desires and needs of some shoppers to experience something that the likes of Amazon and Tesco can???t create.

Discounters are growing too, as there are categories which, for some shoppers, are all about price. Categories where a wide range of products simply isn???t important. Yet thediscounters??? offer clearly isn???t all about price. In the UK, Aldi and Lidl have just won a whole bunch of awards for the quality of their own label product. Hardly what one would expect of an apparent ???hard discounter???.

Shoppers shift, retail responds ??“ brands caught in the crossfire?
Now is the time for brands to really start thinking carefully about shoppers, and how they are going to engage with them today and in the future. This shopping fragmentation creates challenges, for sure, but also creates a number of opportunities for manufacturers to reconfigure the way they market to shoppers and invest in the retail trade. Brand manufacturers have some really tough decisions to make. They are being pulled in multiple directions. There is a need to invest in new channels and retailers as they are potentially ???the future???. Yet customers such as Walmart-owned Asda, who this week announced a massive sales slump, will still demand investment (indeed might be demanding more!)

How to survive? The answer is quite simple in principal (though let???s not pretend that its simple in practice!):

Different shoppers will go to different channels and stores for different things
Genericism is never good in marketing. In the past, however, it hasn???t been fatal in the world of shopper marketing and retail investment. Evidence the walls of price discounts in most stores. In the future, this type of ???marketing??? will simply not be good enough. Shopper marketers must focus and adapt. It is impossible to win with everyone, everywhere. But byunderstanding, segmenting and targeting shoppers effectively, brands can both drive growth and improve returns on shopper marketing and retail trade investment.

Start by identify your target shoppers
It???s not possible to win with every shopper, everywhere. Omnichannel in its purest form isn???t possible. But we can win with the right shoppers in the right environments. The starting point of real shopper marketing is therefore to understand who your target shoppers are. Trying to understand too broad a set of shoppers will lead to generic data which doesn???t lead to insight. True marketing is about focus and targeting, and shopper marketing is exactly the same.

Prioritize the channels and environments where you can influence your target shoppers
There are so many environments, both online and offline, where shoppers can be found, the choices facing shopper marketers are dizzying. But investing in all places is inefficient, if not impossible. Shopper marketers therefore must invest in channels where theretarget shoppers can be found, and influenced. Just because a shopper is present in a channel, doesn???t mean it is worth investing in. We???re all on Facebook, but that doesn???t mean you can influence my choice of detergent there. And again, the key comes in focusing on those target shoppers you want to influence, and prioritizing channels based on where they can be found, and where they can be influenced.

Invest in the right shopper marketing mix
With clarity on which channels and environments are influential for your target shoppers, the next step is to identify the right shopper marketing mix to create the desired behavioral change in those target shoppers.

Reconfigure trade investment to support your shopper behavioral goals
The last step is to then begin the process of reconfiguring retail trade investment to support the right activities in the right environments. This might mean reducing investment in some retailers as the stores which they own simply aren???t that influential. It will certainly mean investing in different ways. Easy? Not at all. Necessary? Absolutely! Brands simply can???t afford to keep investing in activity which isn???t effective.

These are turbulent times for the consumer goods industry, and those who think that business as usual will somehow be good enough are in for a rude awakening. The world is shifting radically, and new approaches are needed. Tough decisions need to be made, but those decisions must be informed. And that means all marketers, whether marketing to consumers or shoppers, need to invest in understanding shoppers, segmenting shoppers, targeting shoppers and marketing to shoppers better than anyone else. Want to know more? Come and join me, with by partner and co-author Toby Desforges, in our one-day workshop in London this July. We???ll cover all of this, and more, in way more detail than I can hope to do in a simple article. Hope to see you there!

source: https://www.linkedin.com/pulse/shoppers-changing-behavior-you-prepared-fragmented-retail-anthony

Barneys百货:用技术重新开店

Barneys百货:用技术重新开店

在实体零售整体处于下行期的今天,回到核心商圈重走老路的Barneys百货通过数字化的复兴重新回到了顾客的视野。

我们不妨来看看,它是如何依靠智能设备、社交媒体以及全渠道来重塑自己的。

1. 全套的店内定位体系

Barneys百货将整套店内定位体系(iBeacon)植入其App当中,这样,顾客不仅可以用App做到店内自导航,而且每当有新品推出,顾客也都会收到提示。

同时,Barneys百货还会将时尚杂志的相关内容、设计师访谈、视频等推送到用户手机上——想要得到这些,用户只需要打开App,同意“基于位置的服务”和“接受推送信息”就可以了。

在店内,App会让用户的享受到更个性化体验,系统会自动将用户心愿单和库存信息进行匹配,如果有货,就会提醒用户;同时系统还会根据时尚杂志的相关推荐、潮流为用户进行推荐。

2. 服务人员人手一台iPad

在iBeacon系统之外,Barneys百货为每一个工作人员配备了iPad以帮助他们为顾客提供服务,顾客也可以通过这个iPad来实现商品的结算。

不过最重要的是,iPad可以帮助店员识别出哪位顾客是老顾客,这将通过对于用户线上、线下历史订单的调取而实现。

3. 同日送达

作为被亚马逊惯坏的用户,现在2日内送达甚至某些地区的同日送达已经成为常态。Barneys百货表示,如果用户在中午12点前下单,那么商品将在当天从这家店铺送达用户(目前只针对于曼哈顿和布鲁克林地区的用户),只不过用户将为同日送达支付25美元的运费。

对于奢侈品百货的用户来说,这点钱还是可以接受的。

source: https://mp.weixin.qq.com/s?__biz=MzA3OTI3Nzg2NQ==&mid=2651079342&idx=1&sn=a110b31f33b4e207c3388040484972e8

广众通首次携新技术和产品亮相上海CES

广众通首次携新技术和产品亮相上海CES

2016年5月13日,由美国消费技术协会主办的2016亚洲消费电子信息博览会(简称亚洲CES展)于上海圆满落幕,本届展会汇集全球23个国家或地区的370多家高新科技企业。亚洲CES通过全面展示亚洲市场创新产业及科技产品,成为亚洲乃至全球影响力深远的行业盛会。在本届展会上,广众通集团作为移动链接新技术标准的FlyingCodes公司的硬件合作方及方案实施提供方,以其年轻、蓬勃向上的姿态成功的向前来参展的人员展现了一支技术上领先、创新,合作上专业、高效的高速发展的高新技术团队和创新的技术展示、未来物联互动新理念。

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在本届亚洲CES展上,广众通以最新先进和创新的产品和技术,最直观的体验模式,赢得现场观众的青睐:“Smart-Ring智能适配器”是一款将一般家用电子电灯开关和电源插座转换为智能家居的设备,Smart-Ring硬件功能和造型更贴近都市人居住需求和功能设置,彰显广众通对高品质智能生活的追求;“Lodestone(信标设备)”是可以实现创新和引导功能的信标设备,更提升了其产品功能和价值,使其可以用于更广泛的行业;“寻车●指”解决方案为您提供一个全新的室内寻车引导技术,它可以实时为您规划和引导路线,让你快速、便捷的找到你的汽车停放区域,该技术将填补室内寻车及市内时实导航的行业空白。

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作为亚洲最具影响力的消费电子展、本届展会吸引大量海内外业企业和专业个人观众。智能家居、智能引导和信标技术随着行业快速发展,已经成为最先进技术行业的代表。此次展览会广众通集团以科技创新为先导,展示了公司强劲的研发实力及与社会发展相结合中存在的痛点产品。位于N1馆的广众通集团的展位吸引了无数参展者的驻足参观、咨询,工作人员也始终以饱满的热情、耐心地与参展者沟通,展品的特色和优势在工作人员精彩的演说及演示下被展现得淋漓尽致,会场上的专业观众及参展企业对产品有一定了解之后,都表现出浓厚的合作意向;本次展示已达到预期的目的,并取得圆满成功。

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在风起云涌、日行千里的移动互联的时代,把握需求即是把握明天。广众通集团将以更为成熟、专业的态度,为物联行业提供专业、简洁的解决方案,意志成为新的行业标准。

共建场景时代户外广告生态圈 —- FlyingCodes场景式互动链接魅力亮相第13届中国户外传播大会

共建场景时代户外广告生态圈 —- FlyingCodes场景式互动链接魅力亮相第13届中国户外传播大会

FlyingCodes资讯

2016年5月11日-2016年5月13日,第13届中国户外传播大会在上海佘山艾美酒店盛大召开,FlyingCodes应大会主办方亚洲户外盛情邀请以新技术嘉宾参此盛会,并为大会会场实时引导和场景式互动提供技术支持。本届大会以“共建场景时代的户外广告生态圈”为主题,直面问题,共商未来。大会首次引入物联网技术和场景营销概念,这与FlyingCodes技术使用标准不谋而合。

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深入会议,为大会建立“受众连接”

会议期间,FlyingCodes技术在整个大会场馆提供实时信息发布及指引,并就现场会议场景:台上台下、嘉宾受众、主办方参与方的各个环节的互动、引导提供即时技术支持。

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5月12日下午,大会“一站式、可视化、第三方的实现方式”环节,FlyingCodes CEO 李庭恩先生就该环节作为对话嘉宾,在会上与各位嘉宾就当今互联网时代,户外媒体应当如何链接大数据,利用技术突破,为消费者带来更好的用户体验展开了热烈讨论。期间,李庭恩先生精炼简要的为大家讲述了FlyingCodes的来源、FlyingCodes与周边场景间紧密关系,以及FlyingCodes的特色优势之一——“指一指”,与主持嘉宾亚洲户外创始人黄淘先生及其他几位行业人士针对在 “场景式交互式传播解决方案“ FlyingCodes技术最简单的“指一指”与广告牌、广告屏等户外传统媒介互动带来新奇的体验做出精彩讲解。而后,提问嘉宾在FlyingCodes技术层面及市场运用与李庭恩先生做了一些深入交流,并会后与现场观众就新技术如何助力户外广告进行了深度的交流和探讨。

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C17展位,FlyingCodes散发魅力

大会另一方,FlyingCodes展位现场,被FlyingCodes创新技术吸引而来的媒体同行络绎不绝,FlyingCodes工作人员们为他们进行了详细讲解,并FlyingCodes的各特色功能与目前行业现状进行探讨及就如何整合资源的市场运用交换各自意见,并达成多个意向合作意向。

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此次大会主办方、《亚洲户外》出版人黄淘先生在大会的不同环节,对FlyingCodes表示高度认可及口碑推介。黄淘先生对就新技术结合媒体市场推广方面提出了建议与策略。黄淘先生表示:就目前看来,FlyingCodes场景式互动是一个极具潜力的新互动链接技术,未来的发展将非常值得期待。

项目派对分享,收获累累

整场大会中,FlyingCodes已与多家极具实力的户外媒体商达成意向合作,这意味着,FlyingCodes的意向合作商将遍布全国。

传媒行业进入新纪元,各种新媒体玩转“互联网+”,传统媒体的纯展示模式早已风光不再。媒体行业从“展示+互动”的PC互联时代到“展示+互动+刺激二次消费”的移动互联时代,热闹非凡。模式在更迭,但市场归属却风云变幻,毫无疑问,离消费者更近的时代,必然就是下一个大势所趋的媒体新时代。

FlyingCodes简单的互动模式,多元化的技术特征“控制—互动-引导”及后台强大的分析能力, “场景需求+互动+引导消费+数据分析=精准投放”,利用技术革新,不断拉近媒体与消费者之间的距离,FlyingCodes已然率先步入了下一个媒体时代——定制媒体时代。

关于我们

我们正在与不同的商业伙伴合作将FlyingCodes技术推向市场,包括广告商,数字标牌制造商和APP开发代理商,将场景式互动进行到底。我们也将直接推动FlyingCodes技术在中国,欧洲和美国的信标设备上的开发。

FlyingCodes将通过不断深化交流进一步提升公司品牌的知名度和影响力,以整体提升该技术在国内外市场上的竞争力为目标。FlyingCodes期待与行业人士一起引领未来物联连接新标准及信标行业新趋势,让互动变得更简单!