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搜索 零售
The Warehouse Group: 打造顾客忠诚度,打击欺诈行为
无论是否有收据,顾客现在都可轻松完成退货,这有助于打造良好体验并且收到了顾客的积极反馈。
团队成员能确认所退货物是否为真实交易,并且打击欺诈行为。
即使在零售业最为繁忙的时节,Elasticsearch Service 也可实现卓越性能并支持无缝扩展。
开发人员主导的项目大获成功,这也推动了该公司在其他领域应用 Elastic Stack。
公司概览 The Warehouse 成立于 1982 年,宗旨是挑战传统的零售模式,并为新西兰的广大老百姓提供更实惠的日用商品,例如家居用品、电子产品和服装。The Warehouse 率先采用新技术,借助现代零售系统站在时代前沿,同时致力于在低成本派送和提供具有可持续性和竞争力的价格这两个方面勇于创新。
多年来,这家零售商扩展很快,实现了业务多元化,旗下品牌现有 Warehouse Stationery、Torpedo7 和 Noel Leeming 等。这些店铺统称为 The Warehouse Group,早已融入新西兰普通民众的日常生活之中,每周都会有大约 200 万顾客前往 250 多家店铺购物。
支持强大搜索功能,助力打击欺诈行为 The Warehouse 的退货政策中有一条是 12 个月内保证退款,只要处理退货的员工可以确认购物交易符合条件,便允许顾客无需提供收据进行退货。这项政策帮助 The Warehouse 赢得了顾客忠诚度,但是由于所采用的的退货处理方式不当,也让这家零售商面临着潜在的欺诈风险。顾客为什么可以对同一件商品成功退货多次而不被发现呢?更重要的是,需要采取什么措施来杜绝此种欺诈行为?这是 The Warehouse 面临的一个难题。因此,需要通过一种更好的方式来验证所退商品是否为真实交易,公司在寻找解决方案的过程中 Elasticsearch 脱颖而出。
实施过程用时几个月,Elasticsearch 现在能够为 The Warehouse 93 家店铺的员工提供支持,助力他们使用 1,500 个销售点 (POS) 设备和 200 台服务中心电脑查询数年以来的交易数据。此举允许团队成员快速查找并验证交易,并向顾客退还他们所支付的准确金额。精简后的流程帮助到了所有人,并且有效杜绝了欺诈风险。
The Warehouse 使用 Elastic 的历程
IT 团队面临的新挑战 从 2012 年起,The Warehouse 便开始尝试通过传统方法来验证退货商品,而且每家店铺都制定有各自的流程。所用方法包括通过详细信息(例如信用卡的后四位数字)搜索纸质和电子版交易记录。然而,搜索这些记录需要耗时 15 分钟,而且员工仅能查询自己所在店铺的数据。The Warehouse 一直致力于提供卓越顾客体验,所以深知他们需要采用一种更具创新性的方式。The Warehouse Group 负责店内系统和应用程序的核心开发者 Trevor Jones 选择了迎难而上。
该团队希望帮助店铺员工对全部交易数据进行更加详尽的搜索。他们之前曾使用 Apache Solr 开发了一款产品搜索应用程序。这是一个小型的本地化解决方案,用于在所有店铺服务器上进行搜索,但是该应用程序让 IT 团队对 Lucene 型方法的快速响应能力赞赏有加。然而,在这个新项目中,他们知道自己需要一套能够快速扩展的解决方案,因为随着对各家店铺每张收据中的全部数据进行索引,他们势必需要满足不断增长的数据需求。
“为了减少退货过程中的矛盾摩擦,我们需要的解决方案不仅速度要极其之快,而且还可搜索全部数十亿条数据。所有这些要求都指向了 Elasticsearch,而且由于这是一款开源产品,我们立即便可开始使用。我们快速构建了一个集群,确认了其能满足我们的全部需求,这时我们的项目已经基本成功了。”Trevor 说道。
精简且经过验证的退货流程 顾客希望在他们本地的 The Warehouse 店铺舒心购物,而且他们知道 The Warehouse 制定有很棒的退货政策。但面临的挑战是,由于退货流程并不鼓励顾客在退货时携带收据,这导致了需要花费很长时间来处理退货,这一定程度上影响了顾客满意度。还有另外一个问题,有少量顾客所退的商品根本不是在 The Warehouse 购买的,至少数量不符。这些顾客可能会从其他渠道购买或盗窃商品,然后企图在 The Warehouse 的不同店铺内进行多次退货。The Warehouse 希望能够弥补这一欺诈漏洞。
The Warehouse 既要杜绝退货欺诈,还不得给顾客带来不便,Elasticsearch 恰恰满足了他们在这两方面的需求。这套解决方案效果良好,因为其可允许员工搜索交易数据来确认顾客是否真正购买过商品而且之前并未退过货。
例如,如果顾客要求退回一个烤面包机(无论是否携带收据),员工都可以轻松搜索烤面包机,以及与其同时购买的其他商品。然后他们可以按照日期或地点缩小结果范围,直至找到正确的商品。最后他们可以提取出收据并查看烤面包机的购买价格,并确认其之前并未退过货。由于实现了 Elasticsearch 般的速度,而且具有“输入即搜索”自动完成功能 ,整个流程仅需几秒即可完成。
有一位顾客向 The Warehouse 发来了感谢信,对她退回母亲节礼物时所体验到的杰出客户服务表示无比赞赏。这位母亲已经收到了商品,但是因为她儿子把收据弄丢了,她不确定能否退货。她写到:“我问他们能否退货时,他们说能,只要告诉购买日期,他们就能找到收据,并将其更换为其他商品,或者提供消费金。所以,我又买了一个更贵的东西,双方都很满意。客户服务很棒,谢谢!”
成功推出重大项目 The Warehouse 开发部经理 Juan Herbst 之前曾使用过 Elastic,知道其能带来的优势。他主动牵头,提供了概念验证,并且帮助整个团队使用 Elastic 来解决所面临的“验证收据”用例,让大家体会到其带来的优势。在使用 Elasticsearch 成功完成测试用例后,他便将部署迁移到了云端,一开始是在 AWS 上自行托管,并开始和团队协作规划如何更广泛地在 The Warehouse 的全部店铺中推出这一方案。在 2018 年下半年,这一方案推广到了所有店铺。
“我们有信心 Elastic 解决方案肯定能奏效,但并不知道所有人一下子同时开始使用会怎么样。考虑到我们正好是在圣诞季之前推出这一方案,我们希望通过 Elastic 订阅服务 得到进一步保障并获得相关支持。”Trevor 说道,“我们还希望能够有人帮忙负责运营这一块,以便我们能够专心开发,由于上述原因,我们订阅了 Elasticsearch Service 服务。”
搜索快如电,轻松即扩展 The Warehouse 有 1,500 台销售点 (POS) 设备,还有 200 台服务中心电脑,所有这些设备都必须能够实现验证收据这一功能。此方案的推出过程分为下列步骤,首先将 30 亿条交易数据从历史数据库中提取出来,然后将所有这些数据标准化为通用的 JSON 文档模型,最后将它们输入到 Elasticsearch 索引中。同时,还对现有的 POS 设备进行了设置,以将之后的所有新交易数据都转换为 JSON 模式并直接输入到 Elasticsearch 中。
现在直接使用 POS 设备和服务中心电脑上的应用程序便可轻松快捷地查询多达 3 TB 的数据,而且搜索请求的响应时间平均为 20 - 30 毫秒,这个开端令所有人都很满意,考虑到之前处理退货需要长达 15 分钟,更加可以理解公司的欣喜之情。然而,随着圣诞季的临近,The Warehouse 意识到正常的节日购物热潮意味着会有越来越多的数据输入到 Elasticsearch 中,尽管系统可以承受这些增加的负载,但团队开始看到查询响应时间已攀升至 8 - 10 秒钟。
这个问题出现之后,Juan 立即联系了 Elastic 支持部门和产品专家,诊断结果是集群并未针对圣诞季期间所发送的数据量进行优化。结论是需要增加更多资源,由于 The Warehouse 订阅了 Elasticsearch Service,在双方就理想配置参数达成一致意见后,很轻松便配置完成了。
我们选择 Elasticsearch Service 的原因之一就是其能灵活进行扩展。只轻点了几下按钮,我们性能不佳的系统便实现了飞跃,能够以闪电般速度完成收据查询。 – Juan Herbst, 开发部经理 | The Warehouse.
由于集群已针对当前和未来的数据负载进行了优化,The Warehouse 能够轻松地从网上商店向 Elasticsearch 中添加交易数据,从而让顾客无论是线上还是线下购物,都能享受轻松便捷的退货体验。除了这些小的优化和添加新数据源之外,Trevor 说他们从正式上线之后就再也没有操心过这个解决方案。
我们所构建的方案能够独自运行,如果的确需要扩展,我们通过 Elasticsearch Service 很轻松就能做到,就像拧开水龙头接水一样简单。我们完全用不着费心去打理。 – Trevor Jones, 核心开发者 | The Warehouse
扩展至新用例 他们的移动设备团队也通过 Elasticsearch 来为顾客提供支持,让顾客能够从现有的移动应用上扫描并保存自己的收据。这在很大程度上减少了对纸质收据的依赖,同时也改善了用户体验。这还能帮助 The Warehouse 确定顾客的购物习惯,从而向顾客提供更密切相关的促销优惠。如果顾客喜欢某一特定产品,他们在应用中轻触收据即可转至 The Warehouse 的网上商店并购买“更多同样商品 ”。公司还计划之后允许顾客在结账时用手机扫描应用,这样收据就会自动关联到他们的在线账户。通过 Elastic,这一解决方案的速度甚至比打印收据还要快。
其他用例也在酝酿中,其中有一项是利用 Kibana 基于 POS 设备数据来分析交易效率。
由于 Juan 和 Trevor 在公司内都提倡使用 Elastic,所以他们也不断地在全公司范围内加以推广,帮助团队通过更具创意的新方法来提供更出色的顾客体验,并打造更高的顾客满意度。
全公司有很多人都看到了我们在退货验证流程上取得的成功,他们想知道 Elastic 是否也能为他们的应用程序提供支持。Elastic 培训 的质量特别好,能够帮我更深入了解 Elastic Stack 的运行过程,进而我能够在之后确定如何用其来支持这些应用程序或者解决其他问题。 – Trevor Jones, 核心开发者 | The Warehouse
成功杜绝欺诈退货 除了过去六个多月在技术方面取得的成功以及所实现的新用例,The Warehouse 在降低欺诈案件数量方面也取得了显著成功。通过确保为顾客退回准确的金额,公司还节省了更多资金。不仅如此,无论是对顾客,还是对员工,退货流程的速度和轻松程度都实现了巨幅改进。
“过去我们需要问顾客一大堆问题,或者在我们查找收据期间,将顾客晾在柜台等待 15 分钟。这一矛盾摩擦已经成为历史,欺诈退货的风险也得以杜绝。很简单,人们再也不能像之前那样进行欺诈退货了。”Trevor 说道。
The Warehouse Group 的集群
集群
2 个生产集群
节点
10
托管环境
Elastic Cloud
文档
27 亿份
总数据量
3 TB
每日采集量
15 万份(最高可达 200 份/秒)
索引
30
查询速度
45 次/秒
副本分片
1