Far Eastern Big City Shopping Malls seeks innovation and change in operations

        Since its opening in 2012, Far Eastern Big City Shopping Malls has mastered the four basic elements of "people, stores, products, and transportation", with the core of "warm digital services, reshaping the flow of art, people, and money" and the mission of "meeting customer needs and creating a comfortable and joyful shopping environment", providing customers with one-stop service at all levels. In the face of brand innovation in the department store retail market, consumer patterns and shopping habits are constantly changing. How to continuously transform and optimize digital marketing based on service, meet consumer needs and taste, and construct a diverse and convenient shopping experience has become the key goal of Far Eastern Big City Shopping Malls' development over the years.

                Three major levels and trends of digital transformation

        1、 Leading industry apps pioneer the 'Omnichannel OMO' model

        The Far Eastern Big City Shopping Malls App has complete shopping, consumption, and business functions, and is continuously optimized to provide personalized features such as one click redemption of gift tickets, parking discounts, online registration activities, VIP membership calculation, online shopping, Happy GO point redemption, restaurant reservation, etc. Through digital technology, it aims to enhance service quality, enrich customer experience, master the three key winning points of "active communication with members", "connecting information and analyzing customer groups", and "precise marketing after calculating consumption trajectories", and move towards smart shopping malls.

        Among them, a new "reward service redemption function" has been added, which makes it convenient for customers to redeem full rewards online after consumption. The system automatically distributes coupons to speed up checkout efficiency, not only integrating point redemption and purchase functions, but also stimulating customers to increase point utilization. At the same time, combined with intelligent parking services, license plate recognition, online discount and diversified payment functions, the annual carbon emissions caused by car idling are reduced by about 50 tons, and about 1000 parking spaces in the surrounding area are integrated for real-time query, ensuring that more than 15 million visitors can enter and exit smoothly every year, solving the parking pain point of traffic congestion during popular periods.

        In addition, after the customer's consumption amount reaches the threshold, the system actively notifies them to upgrade to VIP status, which can be completed through the app operation in an instant and convenient way. This not only reduces labor costs and enhances customer base digitization, but also successfully promotes operational growth. In 2015, the proportion of VIP customers was 0.3%, and as of 2023, it has reached 2.4%, growing 8 times in 9 years and stabilizing the brand's loyal customer base.

        2、 Import BI Big Data platform and connect data for analysis and prediction

        Far Eastern Big City Shopping Malls has introduced the Business Intelligence Management Platform (BI), which integrates information on business, sales promotion, finance, engineering, and parking management. Using Big Data, it conducts consumption forecasting, calculates counter profits and losses, predicts VIP behavior, tracks renovation benefits, and provides decision analysis. In case of special festival schedules, BI is used to monitor data at any time, find hidden patterns and changes, adjust strategies in real time, notify manufacturers of product scheduling, and manage on-site vehicle inflow and outflow.

        3、 Innovation of safety mall process, establishment of smart fire alarm system, and introduction of fire inspection app

        Far Eastern Big City Shopping Malls will implement a fire alarm system control panel in 2022, which will code approximately 9000 fire detection devices in the entire building and establish corresponding points on the control interface. Once the alarm sounds a warning, the system can display accurate location information in real time, notify relevant units synchronously, shorten processing time, improve safety, and reduce labor costs and hidden errors.

        On the other hand, Far Eastern Big City Shopping Malls has also imported nearly 1400 fire extinguishers from the entire store into a digital management app. All extinguishers are labeled with QR code digital codes and a digital data inventory is established to ensure the implementation of inspection plans and solve the problem of repeated inspections or omissions caused by manual counting in the past. In 2018, it was awarded the "Excellent Fire Management Measures Place" by the Fire Department of the Ministry of the Interior.

                Data analysis and consumer behavior response planning

        1、 Exclusive tiered consumer feedback strategy achieves win-win situation

        The technical department of Far Eastern Big City Shopping Malls possesses core programming skills and has been continuously optimizing and upgrading its digital advantages this year, enabling sales promotion to break away from the industry's standardized buy a thousand get a hundred discounts and expand innovative and timely feedback tiered progressive discount activities on the app. The "Far Eastern Big City Shopping Malls Big Brush" series of promotional activities breaks through the traditional cumbersome process, providing online instant inquiry and instant redemption, and the more you buy, the higher the reward. The tiered reward consumption model has received high praise, driving the performance of high spending customers to grow by more than 150%.

                2、 High specification shopping centers importing ISO 9001 quality management system

        Field safety is one of the most important aspects for customers, employees, manufacturers, and suppliers. Far Eastern Big City Shopping Malls has introduced the ISO 9001 quality management system to ensure that personal safety, hygiene, and emergency response are all industry standards. In addition to taking protective measures, well-trained security personnel are equipped, and incidents of theft, harassment, and other incidents collected from surveillance footage are recorded and reported to reduce the recurrence of accidents, while assisting the police in solving cases.

        The focus and goals of digital development in the next stage

        1、 Strengthening the import of information security systems into ISO 27001

        To ensure information security, asset security, and the protection of customer personal information, Far Eastern Big City Shopping Malls rigorously plans its information security management, establishes an information security protection team, strengthens the host network security area, adds endpoint defense internally, consolidates gateway security externally, sets the firewall as active defense, and sets up offline remote backup to reduce the possible impact of disasters. At the same time, it regularly conducts high-level drills for system backup and attacks, and will introduce ISO 27001 information security management by the end of 2024 to ensure information security in accordance with international security management standards.

        2、 Optimizing AI intelligence to solve labor shortages

        1. Intelligent customer service: Add AI robots to provide simple services and reduce the pressure of manual customer service.

        2. Automated personal marketing: Carefully analyze customer data to achieve personalized marketing.

        3. Behavior analysis and prediction: Analyze customer purchasing needs and upgrade VIP to improve marketing effectiveness.

        Far Eastern Big City Shopping Malls has achieved remarkable results in digital innovation applications. In 2019, it was awarded the "Asian Retailer Alliance National Award - Best Innovative Retail Concept Award" by the Asian Retailer Alliance. In 2019 and 2020, it became the first industry in Taiwan to receive a total of NTD 6.4 million in subsidies from the "Asian Silicon Valley Smart Business Service Application Promotion Plan" of the Ministry of Economic Affairs' Department of Commerce for two consecutive years. In 2022, it was awarded the "IIA International Innovation Award" Service and Solution Award by the Asian Enterprise Chamber of Commerce. In 2023, it was also awarded the "Ding Ge Award - Comprehensive Digital Transformation Award Service Industry Pioneer Award" by Harvard Business Review. In the future, it will continue to apply new technologies and techniques, improve mall operation processes, optimize consumer journeys, respond to customer needs, and establish a warm and welcoming environment. Consumer experience.

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