The rapid development of Internet technologies and e-commerce brings fierce online and offline competition and is changing consumer behaviors. As a result, physical shopping centers are greatly affected, and offline physical stores are gradually becoming "fitting rooms". Customer stickiness is decreasing, potential customers cannot be identified, and customer relationships cannot be established.

As the commercial benchmark of the east business district in Guangzhou, Guangzhou Poly Central Plaza is thinking about how to use technological innovation to explore business opportunities via O2O in the rapidly developing Internet + era.

Guangzhou Poly Central Plaza

Commercial WiFi Network Becomes the Maximum Traffic Ingress of O2O Mode

In the decentralized mobile Internet era, traffic ingress becomes a common issue confronting the entire Internet industry. Connecting to the free WiFi provided by sellers is a daily habit of almost every consumer when shopping, eating out, or staying in a hotel.

Based on an Internet mindset, Poly Central Plaza wants to provide a humanized, interactive, and differentiated service experience for consumers based on a free high-speed WiFi in combination with mobile application resources and operation analysis of passenger flow big data, aiming to attract more followers to its WeChat official account, and provide a reliable basis for marketing decisions of sellers. Poly Central Plaza also wants to combine the Internet+ idea with the O2O operation mode to improve the shopping mall experience and create a new enjoyable life and leisure space for consumers, which in return helps Poly Central Plaza improve its overall operation capability and develop into a new commercial landmark.

Ruijie WiFi Solution Excites Shopping Malls

Based on Poly Central Plaza's actual requirements, Ruijie provides a targeted wireless precision marketing solution for shopping malls, which covers the high-performance wireless products, MCP, and RBIS. It can fully stimulate shoppers, and extend the user experience chain from online to offline, forming a closed marketing loop.

Wireless AP

Ruijie deploys more than 100 APs for Poly Central Plaza. These APs, in conjunction with the smart gain of X-sense smart antennas, can automatically adjust their signal strength based on the distances of STAs to the APs and even the STA types. They can increase the signal gain when the STAs are far away, and reduce the signal gain accordingly when the STAs are nearer. This saves the energy consumed by devices, enables wireless signals to follow consumers, and ensures an excellent wireless experience for users, thereby achieving full coverage of the free WiFi network at Poly Central Plaza.

 X-sense Smart Antenna

MCP

When consumers in Poly Central Plaza try to access the wireless network with the SSID of "Poly_Mall", the official WeChat page of Poly Central Plaza will be displayed automatically on their STAs. After the consumers click Follow, they can connect to the WiFi network and access the Internet for free. With the convenient WeChat authentication, the Poly Central Plaza WeChat service account inadvertently attracts a large number of followers. Poly Central Plaza can launch a series of marketing activities on its WeChat platform, to transform followers into Poly members, thereby streamlining the online and offline membership systems and providing rich data support for marketing decisions.

RBIS

Collecting data is only the basis for exploring development opportunities via O2O while digging data values is the key. Ruijie RBIS uses the wireless three-point positioning technology to perceive the mobile STAs. The RBIS actively identifies mobile STAs with the WiFi function enabled, collects data for intelligent analysis, and helps managerial personnel monitor passenger flows, entry rates, and store visit duration. It evaluates the effectiveness of window ads, making precision marketing more efficient. In addition, the RBIS uses big data technologies to analyze passenger flows, and provides a decision-making basis for sellers stationed in Poly Central Plaza to adjust or rent their stores or launch promotions, thereby enhancing the overall operation capability.

RBIS

Analysis of Customer Characteristics

As the most valuable leading brand in shopping mall solutions in China, Ruijie excites shopping malls with its WiFi network solution. By combining wireless precision marketing and mobile application resources, it helps Poly Central Plaza explore development opportunities via O2O, thereby enhancing operation capabilities.

Poly Central Plaza provides comfortable, convenient, and fashionable star-level shopping enjoyment for consumers by improving the wireless operation environment, creates a new experience in Guangzhou O2O shopping centers via the unique operation mode, differentiated product values, and innovative shopping patterns, and provides a fresh downtown lifestyle.