Study On The O2O Context-aware Promotional Activities In AL Shopping Center

Chinese consumers are increasingly fond of on-line shopping.However,in contrast to the booming e-retailing,sales revenue growth of traditional shopping malls is slowing down and sales margin is generally declined.On the other hand,investment in commercial real estate projects in China has surged in recent years,and the homogeneity competition of shopping malls has become fiercer.Confronted with the current cruel competition environment,outstanding shopping centers proactively innovate their retail business model and marketing schemes,and experiment the O2 O business pattern combining the traditional offline retail business with Internet in an active manner.The O2 O context-aware marketing is currently the most innovative field in the retail industry.Constant innovation of promotional activities is the creative application of Internet Plus in the retail industry,on which the study and analysis are necessary.In this paper,promotional activities for celebrating the anniversary of AL shopping center is selected as the research object.AL shopping center is characterized by its well-known brand,lower price and comfortable shopping environment.Moreover,AL shopping center has managed to introduce new technology and business pattern to improve the customer service.As AL shopping center has been favored by numerous customers since its opening,the management staff decided to hold promotional activities to celebrate its anniversary.Considering that the traditional promotion would sink the shopping center into a blind price war,AL shopping center designed a novel context-aware marketing scheme that integrates both the online and offline based on the behavior analysis of target customers.Taking advantage of the leading AL intelligent business system and current diverse approaches to build the consumption scene,AL shopping center adopted effective promotion method to advocate customers' interaction so as to attract more customers,improve customers' loyalty,stimulate the revenue growth and profit.Based on the case of promotional activities held in AL shopping center to celebrate its anniversary,this paper compares the results and differences among different promotion methods through collecting,sorting and analyzing the promotion data.Four conclusions are drawn.First,the intelligent business system can help the shopping center understand the customers' preference better in order to provide personalized services.Second,with the design of O2 O context-aware promotional activities,consumers can acquire different experiences,hence their purchasing behaviors can be stimulated.Third,if more abundant scene data can be obtained,proper use of optimized recommendation algorithm and strategy will significantly improve the effect of promotional activities.Eventually,combining the study on the analysis method of promotional activities and the sorting of each key index of promotional activities,the comprehensive index formula of the promotion effect is designed for analysis and evaluation of the promotional activities.These studies will provide practical references for the study of O2 O context-aware promotional activities in the shopping center,facilitating the shopping center to design better promotion scheme thus achieving better promotion effect.