題目✊🏿：Data-driven Intelligent Retailing: Opportunities and Prospects （大數據引領的智能零售業研究:機遇與展望）

演講人：孫亞程，清華大學經管意昂2教授

主持人：鎮璐，意昂2教授

時間：2023年6月6日（周二）🧖🏽‍♀️，下午14:30

地點🕷：意昂2注册校本部東區意昂2官网477室

主辦單位🙂‍↕️：意昂2🧒🏻、意昂2青年教師聯誼會

演講人簡介🤜🏼：

孫亞程，清華大學經管意昂2教授，營銷系系主任，國家傑出青年基金獲得者，青年長江學者。主要研究領域為大數據營銷、平臺營銷和顧客關系管理。在Operations Research, Management Science, Marketing Science, Journal of Consumer Research, Harvard Business Review上發表多篇論文♛。任《營銷科學學報》專業主編，Asia Marketing Journal 編委，清華經管管理碩士學術主任。研究成果獲教育部高等學校科學研究優秀成果獎一等獎（第一完成人）和北京市哲學社會科學優秀成果獎二等獎（第一完成人）。獲清華大學教學成果一等獎及北京市教學成果二等獎。

演講內容簡介：

Advancements in artificial general intelligence (AGI) technologies and novel business models have enabled the emergence of "smart retailing" approaches that allow retailers to expeditiously and proficiently glean insights into customers' offline behaviors, ascertain the efficacy of marketing initiatives, optimize targeted advertising, catalyze in-store patronage, and facilitate brick-and-mortar enterprises augmenting profitability through traffic monetization.

We discuss the technological advancements enabling smart retailing and demonstrate how marketers can glean insights from emerging data sources. We examine a specific case wherein researchers accurately calibrated the societal density within stores at the hourly level, leveraging intelligent traffic monitoring systems installed in 1,800 brick-and-mortar outlets across the shopping centers of a major commercial real estate conglomerate in China.

We find aggregated in-store societal density augments both store visits and revenue, while catalyzing substitution between consecutive shopping excursions - customers are prone to prolong present trips while postponing subsequent ones upon encountering heightened densities. Though greater patronage is observed in outlets with higher densities, increased revenue is derived primarily from members with lower status (and to a greater extent, non-members) while the substitution effect manifests predominantly among members of the lowest status. Finally, suggestive evidence proposes younger, male members with extended tenure contribute more substantially within stores as density escalates, however, the substitution effect remains homogeneous across these cohorts. These conclusions illuminate the holistic ramifications of societal density during and between customers' shopping trips and provide rich managerial implications for contextually-based marketing.

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