Precision Marketing Driven by the Internet Supply Chain in the New Retail Era

Abstract

New retail is a new retail model combining smart retail, smart logistics and smart payment through the Internet, big data, artificial intelligence and other means to upgrade and transform the production, circulation and sales process of products, and deeply integrate online, offline and modern logistics. In the new retail era, big data is used to customize and personalize services to achieve precise marketing. The marketing path for brand development is to strengthen scene innovation and consumption experience, enhance shopping guide efficiency, and realize the integration of user, scene and media. With the development of artificial intelligence, the Internet of Things and the 5G era will usher in a new marketing environment. The core of the application of artificial intelligence technology to build intelligent service scenarios is centered on the user experience, and the seamless connection between marketing and demand is realized. Keywords—New retail, scene marketing; Internet of things;