Application of Click and Mortar Innovative APP – an Example of Department Store

• Main Authors: YU,Hui-chen, 余惠珍
• Other Authors: Jen-Ruei Fu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/2ggugq

碩士 === 國立高雄應用科技大學 === 資訊管理系碩士在職專班 === 104 === This study seeks to offer a solution to the long lines faced by department stores during promotional activities, when large numbers of customers attempt to receive promotional items. This solution also addresses virtual store integration, channel marketing and customer relationship management. The solution proposed utilizes a smart phone application (app) to relive the crowding during promotional activities. This app integrates a membership system and promotional giveaway system, shortening an otherwise time-consuming process and saving work hours. Moreover, by using the app with a queue number system, department stores can ensure crowds are more manageable while saving on labor and equipment costs, reducing complaints, and improving customer satisfaction. Department stores are facing increasing competition from virtual stores as well as traditional competitors, causing customer numbers to slowly fall. The app proposed in this study can help with this problem as well, by offering a means to quickly implement and grow a membership program and develop a shopping platform. This will encourage customers to return to offline shopping, while allowing them to enjoy a wider variety of shopping experiences and services. This app can also act as a customer management mechanism, with the department store providing tablet computers and customer purchase records to individual vendors so they can improve marketing precision and data management, increasing revenue for both the department store operator and vendors.