In December 2014, the Shanghai-based property company Greenland Group officially established its first global product direct distribution center, G-Super. In less than 2 years, the group established more than 10 branch stores across China. Each store demonstrated outstanding performance on its first day of business, attracting the attention of Chinese consumers.
G-Super is branded as a boutique-oriented supermarket that primarily sells fine foods from all over the world. To reduce costs and ensure quality, Greenland Group has established G- Super branches in the United States, United Kingdom, South Korea, and Australia, building direct sales channels for purchasing overseas products. Thanks to this extended global presence, G-Super was able to import more than 15,000 product types, successfully establishing an advantage in price differentiation. Furthermore, G-Super has actively integrated IT tools for its smart management practices, not only by introducing a multifunctional smart analysis system at the headquarters but also by integrating Advantech's UShop+ cash register loss prevention and customer-flow statistics system. The use of these IT tools has enabled all branch stores to transmit various types of information (e.g., customer age, gender, time spent in the store, purchase amount, etc.) in real time for analysis, the results of which can be applied to increase revenues and enhance management efficiency.
Using Smart Analysis to Acquire Information on Customer Flow and Customer Groups Wesley Liu, business development manager of intelligent retail, Advantech, indicated that Advantech's UShop+ solution helps branch managers at G-Super acquire information on customer flow (e.g., flow volume) and attributes (e.g., gender and age). In other words, they can use the system to understand the daily number of customers and changes in customer flow at different time points. Furthermore, they can also further analyze point-of-sale (POS) transaction information to determine consumer preferences and shopping times on the basis of age or gender. Through these applications, branch managers can engage in smart practices such as adjusting employee break times according to customer flow or revising procurement strategies or promotion plans according to the combined POS information. With the rapid development of branch stores, finding experienced management experts has always been a challenge for retailers. However, when expanding its business, G-Super was unconcerned about this problem because of its effective utilization of Advantech's UShop+ solution for the collection and analysis of big data, which provide useful reference information for managers, assisting them in making effective decisions rather than having to rely on personal experience or intuition.