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成本下降 效率提高 移动支付持续催生新业态

2017-08-31 07:16:51   中国经济网

同样的新业态也出现在旅游领域,在扫码购票之后,去年以来大量景区开始支持多种方式购买门票,在敦煌鸣沙山月牙泉景区,通过“刷脸入园”,游客一次购买门票,三天内都可以免费入园。在稻城亚丁,通过与移动支付连接,游客则可以用指纹、身份证、人脸、二维码等多种识别方式进入景区。

数据“赋能”新零售

“截至今年6月份,味千拉面60%的订单是通过移动支付来完成的。从数据看,味千拉面会员中男性要比其他同行高5%,因此在推广中我们加入了男性顾客喜欢的元素,在年龄分布上,大部分会员在20岁至35岁,所以我们就在父亲节搞‘我的大厨老爸’活动,鼓励年轻人将爸爸下厨的照片上传,果然反响强烈。”味千拉面O2O数字营销主管伍安娜告诉记者。

移动支付带来的不仅是便利和效率,更重要的是,移动支付带来的数据化,能够更好地连接商家和用户,有助于更精准地研发产品,设计营销策略。特步CRM(客户关系管理)运营中心总监说得相当直白:“传统零售有三个痛点:效率低、反应慢、成本高,但通过移动支付,我们就有办法触达、识别、洞察我们的消费者,用技术来重构线下实体零售。”他告诉记者,“通过移动支付,我们现在可以一键注册会员,在一年时间里,特步的会员就从1000多万变成3000多万。我们为会员提供包括终身保修、免费洗鞋等服务,吸引他们再次到店,同时有针对性地给予优惠,比如新品上市399元一双,但500会员积分就能优惠50元,90%以上的会员都会选择再次购买。”

微信支付行业运营总监白振杰对此概括说:“微信支付不仅是支付,微信还可以给商家提供营销、数字、数据上的帮助等,商家触达消费者的方式得到了改变,可以为消费者提供更精准化的营销,这些都是移动支付给商业主体带来的价值。”

与此同时,帮助传统商业提升效能的第三方服务商也应运而生。白振杰表示:“在微信平台上,现在服务商的数量已经是以万为计量单位,全国覆盖了几百个城市,所接入的商户超过百万级别,覆盖了各行各业。”齐数科技就是这样一家为时尚、快销、零售行业提供社会化客户关系管理的第三方服务商,其创始人孙利军表示,移动支付为社会化客户关系管理提供了基础能力。“拿微信支付来说,与传统商业相比,微信支付可以降低积分累计成本90%,领券率超过51%,通过减免、内部券核销等一系列推广措施,可帮助品牌提升23%的销售额。”

“中国支付”走向海外

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