Multi distribution assists far eastern group communication system service zero distance

        In recent years, with the change of consumption patterns, the integration of online and offline channels has become a compulsory course for enterprises. Especially under the threat of the epidemic, we must accelerate the breakthrough of people flow restrictions and extend services indefinitely. Following this trend, far EasTone telecommunications, Deyi, arcoa and Friday Shopping (far time) under Far Eastern Group actively integrate information flow and logistics to create more intimate distribution services for consumers and open a window of opportunity for enterprises.

        I believe many people have had this experience: they want to buy a new mobile phone, but they are afraid to buy it on the Internet because they are worried that they have not actually experienced the product, or are not sure whether there is color difference; Finally, I went to the store to choose my favorite size and color, and because of the shortage, I had to wait for many days to pick up the goods... And so on. All kinds of troubles made the shopping experience that should have been cured more troublesome.

        In order to find out the breakpoints and pain points in the process of online shopping or shopping in stores, four companies, far EasTone telecommunications, Deyi, arcoa and Friday Shopping (far time), formed a project team to redesign the overall solution through consumer journey analysis, hoping to provide more complete logistics and distribution services and guide online customers to experience offline.

        Information concatenation brings data value into play

        The project team first connected the ERP (Enterprise Resource Management), POS (store sales management), WMS (warehouse management), TMS (Transportation Management) and other systems of the four companies, constructed a dense and transparent information network, and established the "customer experience model and architecture of Omo (online merge offline) diversified flexible distribution", based on the customer's experience in the consumption journey, Three modules, namely "door to door technology", "store to house technology" and "point-to-point transfer technology", are designed respectively.

        Among them, the "door pick-up technology" module is an online shopping and offline pick-up module for far EasTone telecommunications, Deyi and Friday Shopping (far time) customers. Customers can pick up goods at the designated store at their own convenient time, so as to improve the shopping experience and increase the flow of people and business opportunities in the store. On the other hand, considering that customers in physical stores sometimes buy more goods, the bag is too heavy, or the hot goods are out of stock, so they can't pick up the goods immediately. Through the "store to house technology" module, the goods can be delivered to customers' homes, which can reduce the loss rate of customers in the store and improve the turnover rate of goods. In order to solve the problem of shortage of goods in stores and do not want customers to wait for a long time, through the "point-to-point transfer technology" module, we can immediately grasp the inventory status of each store, and immediately allocate and send cars, so as to shorten the waiting time of consumers and achieve the purpose of smooth flow of goods. What's better is that no matter the house distribution, over take and store take, they can adjust each other and choose with customers, so as to truly be diversified and flexible.

        To achieve such a plan, the import of big data plays a crucial role. The project team integrates the sales and distribution, market and commodity allocation data of the four companies, analyzes and counts them with tableau & powerbi, and designs a visual dashboard. For example, "commodity allocation dashboard" can let the commodity decision-making management unit understand the commodity allocation and circulation, and then adjust the purchase, sales and inventory management methods of the market; The "store allocation dashboard" enables front-line stores to understand the allocation status and frequency of each store. Through the analysis of business flow behavior, they can immediately improve the commodity configuration and customized commodity management process, and find more sales opportunities.

        Resource integration promotes operational performance

        Due to the high complexity of this project, it is necessary to integrate three major aspects, such as online (Friday Shopping Network), offline (physical stores), warehousing and logistics distribution, across more than five operating systems, involving four enterprises and outsourcing distributors. There are many hurdles in the process, which will inevitably conflict with the original system architecture.

        Taking the "store to home technology" module as an example, the original system design is mainly B2B (store to store). After adding the B2C (store to customer home distribution) process, the overall architecture needs to be greatly reversed. How to make the project go online as scheduled, seize the market opportunity, and maintain the flexibility and scalability of system architecture at any time, so as to meet the new needs that may arise in the future market, has become a major test for the project team. After countless times of communication and brainstorming, the members finally adjusted the most appropriate process on the premise of "avoiding significant structural correction" and "subsequent online operation can operate smoothly".

        It is not easy to solve the problems of the system. After the formal operation, it is also necessary to overcome various conditions caused by personnel's unaccustomed to the change of the system interface and unfamiliar with the process. Fortunately, after many interviews and running in, and continuous adjustment according to the suggestions provided by the store, the personnel are familiar with the operation less than one month after the launch. In the questionnaire interview for the store three months later, It has also been satisfied and affirmed by all stores.

        This project has not only successfully enabled far EasTone telecommunications and Deyi, which were originally shipped independently, to expand the shopping pick-up sites in one fell swoop and enlarge the benefits of each site. Friday Shopping (far time) can also provide integrated pick-up services for online customers, while arcoa's elastic distribution services enable physical stores and online shopping networks to have a smooth flow of goods. In addition to winning the "Silver Award for innovative business - best management innovation" selected by "Digital Age" magazine, the innovative cooperative operation mode has also been deeply recognized by consumers. The number of stores, new customers and repurchase rate of each company have continued to grow, specifically improving the operation performance and sounding the horn for seizing business opportunities in the post epidemic era!

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