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OVERVIEW

SOLUTION DESCRIPTIONWhale Cloud Telecom New Retail is initially planned to transform CSP’s traditional point of sales to a digital store adopting cutting-edge technologies, e.g. intelligent service bot, cloud shelf, and AR technology, to create business-moment driven sales. Moreover, to innovate new customer touchpoints by merging online and offline services to provide seamless customer experience and increase revenue through digital service and precision marketing campaigns.

Telecom New Retail project aimed to provide seamless and innovative customer experience to increase sales both online and offline through analytics-driven customer insights, innovative business models and customer services. AI technologies such as a robot which offers customer services like recharge, invoice printing, and service inquiry to improve the context of engagements for individuals and their friends creating fast, real-time and convenient experiences.

In today’s social era, mobile, cloud and AI technologies are empowering

customers with more options to decide what and how to engage with

telecom operators. Consequently, service providers must, therefore,

capitalize on the growth of customer data with technologies such as

mobile, AI and analytics to transform old-fashioned customer’s

engagement channel in favor of frictionless contextual experiences,

by providing digital, individual-focused customer journey context.

The telecom new retail is the starting point for service providers to

revamp offline physical store to bring digital experience to customers

with the objectives of:

Explore the potential value of traditional sales channels and improve the customer experience from the entry points in connecting with service providers.

Provide bundled offers together with partners to bring additional value to customers and increase the revenue.

Improve the operational efficiency of traditional telecom contact channels and motivate channel employees.

Whale Cloud collaborated with China Telecom in building a digital store which won the 2019 TM Forum’s Outstanding Customer Centricity Award.

Telecom New Retail Landscape

Big Data & AI platform

Customer Insight and Precision Marketing

Service

Consolidated Product Catalogue

Management

Digital Store

After-sales Team

Marketing Team

Call Center

Online Sales Platform

Outbound Call Team

Marketing & Sales Collaboration Center

Data Analysis

Data Source

Face Recognition System

Cloud-Shelf System

Intelligent Queuing Device SIM Card Vending Machine

SOLUTION HIGHLIGHTS

As the leading technology provider and the largest retail commerce in the world, Alibaba Group has rich

operation experience in the commerce industry, and they have released a New Retail strategy. Leveraging

Alibaba’s technologies and practices, Telecom New Retail will bring both telecom and non-telecom

companies to enrich the CSP product catalogue, and transform telecom digital store as a new point of

sales to renovate the traditional business model.

Introducing Alibaba New Retail Practice

Whale Cloud Telecom New Retail aimed to transform an offline store to a digital store with the integration of AR,

face recognition, cloud-shelf devices, and intelligent queuing system to provide interactive, immersive customer

experience. These technologies could capture data from smart devices, like Wi-Fi hotspots, queuing machine

devices, cloud-shelf devices, etc. for data analytics.

The digital store targets long-term customer retention and value creation, enables seamless engagement

between online and offline channels, with O2O business model support: offline requests shift to online sales

channel, online goods can be directly purchased from offline shops.

Revamp Traditional Boutiques with Digital Technologies

Cloud shelf (or e-Kiosk) works as an intelligent terminal for selling goods and advertising display device for

marketing promotions. Consumers can choose home delivery or in-store pick-up for the chosen product. It

makes the in-store purchase more convenient and increases the diversity of choices.

Intelligent queuing system provides both online appointment and offline in-store order entry, it supports

multi-device, multi-application access with unified data support to ensure consistent customer experience.

Intelligent Chatbot is an intelligent customer service solution integrated with Alibaba Cloud’s AI robot to

improve interactions with customers, automate the processing of frequently inquired information and

frequently applied business, e.g. complaints about shopping experiences, questions about billing,

payments, returns, replacements, and requests for order changes, etc. to mitigate the human workloads.

Integrated with big data technology, Whale Cloud Telecom New Retail solution delivers precise and

personalized marketing.

Scan the QR code for live digitial store view of China Telecom

Data-driven Customer Identification and Precision Marketing

Data-driven holistic customer portraying can allow CSP to identify their high-value customers. Furthermore,

CSP can also identify unhappy customers, track shopping-cart pick-drop patterns, etc. By analyzing the

customer behavior data and service data, it can help CSP to optimize the in-store goods better and take

precise actions to target customer requests.

Precision marketing allows CSP to track and analyze the full customer base to a specific individual level.

Thus, CSP can personalize their online shopping portals to accommodate a particular individual’s needs.

Eventually, they can create exclusive offers and design tailored newsletters or campaigns to drive buying

decisions.

Viral circulation and promotion encourage membership customers to share the purchase experience via

social network and invite friends to join the shopping community. In this case, the social network becomes

the entrance to CSP’s online sales platform and increase the touch points for specific marketing campaign.