There is such a bookstore in Japan, which has not been impacted by electronic publishing, mobile phone reading and online bookstore, but has a strong development momentum. Since 20 1 1, its turnover has hit record highs in Japan, accounting for 90% of the turnover of other Japanese brand bookstores. It broke the management concept of Eslite Bookstore Life Museum, officially ended the myth of Eslite Bookstore in Asia and created its own new legend. People call it "the library in the forest". This is a family bookstore.

Speaking of Tomoya Bookstore, we have to mention its founder, Mr. Zhao Yitian. Mr. Zhao Zengtian once said: "Yes, what should be sold is the content of the book. Many people don't realize that they always want to sell books as commodities, which leads to the crisis of bookstores. "

Based on this understanding, Mr. Zhao Yitian started the mode of "passing on the lifestyle to drive the surrounding commodities" very early, and Tomoya Bookstore also expanded from a bookstore to a department store to meet various lifestyles.

In this context, the T-card integral membership system of Tomoya Bookstore has been gradually established. In fact, T-card was originally a membership card of Tomoya Bookstore, through which users can borrow and buy books. At that time, Point T was just a marketing tool to promote repurchase and facilitate users to buy. T-card has an integral system called t-score. T-points can be used as cash when spending, and T-points are obtained from spending (spending 200 yen can accumulate 1 points).

With the expansion of Tomoya Bookstore's business field and user scale, the T-Card Points Alliance has now included 640,000 stores and 68 companies all over Japan/KLOC-0. The companies participating in the T-Card Points Alliance are top enterprises in various industries such as the whole family. Point T has basically become a universal currency covering food, clothing, housing and transportation. Nowadays, in offline stores in Japan, the sign "T points can be used" can be seen everywhere.

However, t integral is different from general integral. In addition to stimulating consumption and enhancing user stickiness, it is also a big data system. It connects the consumption scenes of major industries by accessing the merchants in the points system, and can track the consumption records of more than half of Japanese people (the current active users of T-card account for more than 50% of Japan's total population).

In the structure of CCC, the parent company of Tomoya Bookstore, the "Big Data Proposal Department" with T-card membership system and T-point system operation management as the core is the marketing department of CCC, which not only supports the business of Tomoya Bookstore and other departments, but also outputs big data precision marketing solutions.

For example, through the data tracking of T-points, CCC Group can refine the user's consumption records to more than 300 dimensions, such as family status/car ownership/fashion sensitivity/like imported furniture. And make a user image through these attributes, and finally deduce a consumption judgment similar to "people who like a certain kind of music often eat breakfast in such a place". When there are enough users and rich user scenarios, the user behavior judgment extracted from the data can be accurate enough.

For example, when users use T-points, convenience stores can identify users as coffee lovers, recommend new coffee at checkout, and increase the unit price of customers. CCC Group can also get sales share from this consumption.

In fact, as someone commented, Tan Ya Bookstore has the most precious resource, which is the T-card system for controlling consumer data.

It can be seen that in addition to improving user stickiness and repurchase rate, points are also a convenient data system for users' consumption records. If used properly, points can guide operation and marketing well, and improve business efficiency through refined operation and precise marketing.